Personalizing the Revenue Journey with Segment Data

Accelerate your customers journey to revenue with FunnelEnvy, now powered with Segment. Segment helps their customers instrument, store and unify data about their visitors and the actions they take all the way to revenue. Now with the FunnelEnvy Segment integration you can deliver personalized, 1:1 website experiences and optimize for revenue using all of that [...]

By | 2020-02-27T12:35:20-08:00 February 27th, 2020|Conversion Rate Optimization, Digital Marketing, SaaS|0 Comments

The Importance of Context with Marketing Experiments

By now most marketers are familiar with the process of experimentation, identify a hypothesis, design a test that splits the population across one or more variants and select a winning variation based on a success metric. This “winner” has a heavy responsibility – we’re assuming that it confers the improvement in revenue and conversion that [...]

By | 2020-01-28T08:41:14-08:00 January 28th, 2020|B2B, Conversion Rate Optimization, Experimentation|0 Comments

Why B2B Marketers Should Stop A/B Testing

B2B marketers currently face three main challenges with website experimentation as it is currently practiced:    It does not optimize the KPIs that matter well. – Experimentation does not easily accommodate down-funnel outcomes (revenue pipeline, LTV) or the complexity of B2B traffic and customer journey.    It is resource-intensive to do right. – Ensuring that you are [...]

By | 2020-01-16T11:52:51-08:00 January 16th, 2020|Experimentation, Uncategorized|0 Comments

Optimization Pitfalls to Avoid In 2020

The Activity Trap Sales reps aren’t paid on the number of calls they make, and real estate agents don’t get commission on the number of showings they do. Activity does not equate to outcome, and conflating the two can have really expensive implications. The same story applies to marketers. We seem to spend a lot [...]

Personalizing the Revenue Journey with Segment Data

Accelerate your customers journey to revenue with FunnelEnvy, now powered with Segment. Segment helps their customers instrument, store and unify data about their visitors and the actions they take all the way to revenue. Now with the FunnelEnvy Segment integration you can deliver personalized, 1:1 website experiences and optimize for revenue using all of that [...]

How Not Picking an Experiment Winner Led to a 227% Increase in Revenue

By now most marketers are familiar with the process of experimentation, identify a hypothesis, design a test that splits the population across one or more variants and select a winning variation based on a success metric. This “winner” has a heavy responsibility – we’re assuming that it confers the improvement in revenue and conversion that [...]

Understanding the CMOs Data-Driven Decision Delusion

The term cobra effect describes an incentive policy that causes unintended consequences and results in the opposite effect intended. In the 1800s the colonial government of India (as the story goes), becoming increasingly concerned about the population of cobras in Delhi, offered a bounty for every dead cobra brought in. Although it was initially successful, [...]

By | 2018-10-20T22:54:43-07:00 September 24th, 2018|B2B, Digital Marketing, Strategy|0 Comments

A Culture of Optimization Eats Experimentation and Personalization for Breakfast

  As marketers we could learn a lot from ants. They don’t attend conferences, have multi-million dollar budgets or get pitched by the latest AI-based tech vendors. Yet over millennia they’ve figured out a radically efficient solution to an important and complex problem – how best to find food to sustain the colony. This is [...]

FunnelEnvy Personalization Without Rules

Dictionary.com defines personalization as: “to design or tailor to meet an individual's specifications, needs, or preferences:” Yet, little about personalization as it’s currently touted in mar-tech is actually personalized to an individual’s needs & preferences. Instead of serving the optimized experiences for each individual, customers are merely getting segmented into audiences based on predefined rules. [...]

By | 2018-09-28T15:47:21-07:00 April 20th, 2018|Uncategorized|0 Comments

The Reason Your B2B Website is No Longer Effective

The 1907 Quakers from the University of Pennsylvania were the juggernauts of college football. Heading into a home field matchup with the Carlisle Indians they had not only won, but dominated their previous seven games by a combined score of 189-10. Their October home game on Franklin field against Carlisle wasn’t expected to be much [...]

By | 2018-10-20T21:47:07-07:00 March 7th, 2018|B2B, SaaS, Strategy, The Funnel, Uncategorized|0 Comments