Use Google Analytics to Understand and Convert Leads

You’re already leveraging Google Analytics to drive website strategy. But you’re missing crucial context about the single most relevant factor for predicting and influencing visitor behavior: their stage in the buying process. You use this context in your marketing automation campaigns – different messaging and different offers based on content consumed and lead score. You [...]

By | 2020-07-31T08:12:28-07:00 July 21st, 2020|Uncategorized|0 Comments

Minimum Viable Personalization for Leads

Your website receives visitors in different stages of the buying process, who have varying needs and priorities. You recognize this, so you've installed a personalization platform. Where to begin? First, a word on what not to do. Do not get click-and-drag happy with your platform's audience tool, and end up creating a monstrosity like "Returning visitors from [...]

By | 2020-07-10T09:40:07-07:00 July 2nd, 2020|Analytics, B2B, SaaS|0 Comments

Attributing Campaigns to Sales Opportunities in Marketo

I'm writing this because it's the year 2020 and we're still having trouble attributing onsite campaigns/testing to Marketo MQLs/Opportunities/Revenue. It is meant primarily for technical practitioners as a quick-start guide, and is so simple you'll probably be able to get it hooked up today. As a result, this guide is very tactical in nature, with [...]

By | 2020-03-22T19:05:26-07:00 March 22nd, 2020|Uncategorized|0 Comments

Real-Time Personalization with Segment and FunnelEnvy

Segment is a very popular CDP (customer data platform) that specializes in unifying data sources in real-time across your digital touchpoints and with your ever growing marketing technology stack. Segment is an especially popular choice with product and engineering teams because it can serve as the organization’s centralized hub for data collection, integration, and syndication. [...]

10 Tips for Running Effective Predictive Personalization Campaigns

When it comes to personalization there is a growing trend with using machine learning to predict and optimize for the user experience at a 1:1 level. We call the collective use of these machine learning techniques as predictive personalization campaigns. Predictive personalization refers to a type of campaign where a machine learning model is used [...]

When to A/B Test and When to Use Predictive Bandits

For the majority of marketers, when you talk about CRO and optimization programs, people immediately jump to A/B testing and assume that is the primary tactic and is the only tactic to demonstrate success for their programs and initiatives. While A/B testing is a critical tool in your optimization program it shouldn’t be the only [...]

How to Effectively Personalize your Website using Account Data for Anonymous Traffic

Unlike consumer marketers, B2B revenue teams often reason about their market at an organization or account level. That may be based on specific named accounts or company size, industry or other related firmographic attributes. Much of the traffic coming to the website is of course, “anonymous” meaning that they haven’t shared any contact information. There [...]

Real-Time Personalization with Marketo and FunnelEnvy

For many organizations, Marketo serves as the real-time customer database for marketing. Unfortunately, for most organizations today this rich intelligence living in Marketo is not being leveraged to drive personalized user experiences across your site which is one of the most valuable opportunities with this data. The good news is that when it comes to [...]

By | 2020-03-16T07:03:39-07:00 March 4th, 2020|B2B, Digital Marketing, Experimentation, Strategy, Testing|0 Comments