Demand Gen Marketers: How to Generate 30-50% More Pipeline in 90 Days by Optimizing Your Revenue Funnel
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Trusted by Growing Startups to the Enterprise
Companies are Growing with Revenue Funnel Optimization
250% Growth in Revenue
A leading startup in the sales enablement space increased their monthly Marketing Qualified Leads by 30%, and grew Closed Won revenue by 250% the following quarter.
Who Is Revenue Funnel Optimization For?
Revenue Funnel Optimization is for heads of growth or demand generation at high growth B2B companies. If the following sounds like you, keep reading.
B2B companies
High growth
Complex buyer journey with multiple touchpoints
Sales team closes the majority of revenue
Demand gen marketers
Head of Growth or Demand Gen
Responsible for sales pipeline
Primary KPIs include a quality metric – not just form fills
How Revenue Funnel Optimization Works
Revenue funnels are a set of strategies that focuses on how to maximize the revenue your website generates by targeting the right offers to your top buyer segments in your top conversion funnels.
Generate Revenue Insights
Update your digital analytics to measure the full end-to-end buyer journey. Identify the top funnels, behaviors, offers, and segments that drive pipeline and revenue.
Optimize Your Top of Funnel for Revenue
Use your revenue insights to run campaigns and experiments on your top funnels. Optimize the messaging, offers, and experiences using direct response best practices to maximize revenue
Personalize Funnels by Stage
Personalize the offers and experiences in your funnels by the user’s buyer stage to further maximize revenue.
Story Behind Revenue Funnel Optimization
I’m Arun Sivashankaran, the founder at FunnelEnvy. We started in 2013 as a website conversion rate optimization agency (CRO).
We partnered with some of the largest consumer brands in the world and helped them generate millions in incremental revenue for our clients.
But when we applied our successful CRO best practices with our B2B clients, we learned something I’ll bet you already know.
B2B buyer journeys are completely different from B2C funnels.
And this means that conversion tactics that work for consumer brands don’t work for B2B websites.
So we ditched the B2C tactics and evolved our team, process and technology to focus on meeting the unique challenges that come with optimizing demand generation. We identified a core set of strategies that did work, and saw some incredible results when we applied them to our clients.
After years of perfecting this approach, we’re now offering revenue funnel optimization to solve your B2B conversion challenges.
How Revenue Funnels Solve the Conversion Problem
The Old Way
Manual Experimentation
Designed for eCommerce and online transactions
Analytics and insights focus on top of funnelAnalytics and insights focus on top of funnel
Built around the capabilities of testing tools
Rigid application of one strategy A/B testing
One size fits all
Program KPIs vague – # of tests, test velocity, learnings
Always testing mindset
THE new WAY:
Predictive 1:1 Optimization
Designed for B2B Buyer Journeys
Analytics and insights focused on full funnel
Built around demandgen and direct response best practices
Multi-pronged strategy combing best of A/B testing, ABM, personalization, and DemandGen principles
Targeted by Buyer Stage
Incremental revenue
Always On
3 Steps to Optimize Your Revenue Funnels
Revenue funnels are a set of strategies that focuses on how to maximize the revenue your website generates by targeting the right offers to your top buyer segments in your top conversion funnels.
Revenue Insights: Align your website metrics to your revenue journey
Funnel Optimization: Optimize your Offers and Form Experiences for Revenue
Funnel Personalization: Personalize your Site Experience by Buyer Stages
Revenue Insights: Align your website metrics to your revenue journey
To optimize your website for revenue, first you have to measure website-generated revenue.
OLD WAY
- Measure form completions
- Unable to tell what campaigns and experiences drive revenue
- Impossible to demonstrate the value of your efforts
NEW WAY
- Integrate your CRM and web analytics data, and measure from website visit to pipeline
- Tie offers, campaigns, and experience
- Clearly demonstrate value to leadership
Funnel Optimization: Optimize your Offers and Form Experiences for Revenue
When it comes to optimizing your website revenue funnels it is critical that you focus on the few elements that you can control and that can actually drive revenue.
OLD WAY
- No testing at all, or testing for superficial engagement metrics
- Results are flat, and fail to drive pipeline and revenue
- High effort without measurable ROI
NEW WAY
- Prioritize testing the pages and offers that drive revenue
- Show measurable impact on high value elements
- Demonstrate a 30-50% lift in website generated pipeline in the first 90 days
Funnel Personalization: Personalize your Site Experience by Buyer Stages
Common sense tells us that you should personalize your marketing based on your relationship to the user. With Funnel Personalization, you can tailor the experience based on whether the visitor is a prospect, lead, or customer.
OLD WAY
- Same experience for all visitors – treating active leads like first time visitors
- Website has minimal impact on deal velocity, upsells, and retention
NEW WAY
- Serve the appropriate site experience based on whether the visitor is a prospect, lead, or customer
- Website impacts down funnel outcomes like deal velocity, deal size, won percentages, upsells, and renewals
How to Get Started with Revenue Funnels
While optimizing your revenue funnels is as simple as 1-2-3, the execution is anything but straightforward.
You’ll need the right resources, data and technology integrations, and a clear strategy of tactics and campaigns executed in a specific sequence.
At FunnelEnvy we’ve developed a 90 day Revenue Funnel Action Plan to outline the key steps and how to sequence them to successfully optimize a client’s revenue funnels. It’s an outline of the high level steps that you need to execute.
Why Use FunnelEnvy to Optimize Your Revenue Funnels?
Our Revenue Funnels strategy have been battle tested over the last 7 years at some of the most recognized B2B brands in the world.
This has allowed us to optimize our services team to optimize Revenue Funnels with our clients at a fraction of what you would pay if you had to resource this yourself or with your typical CRO agency.
Grow Website Revenue in 90 days in just a few hours a week
We get it, you’re busy.
As important as it is, the website is just one piece of the puzzle. You’re responsible for multiple campaigns, channels, projects, and teams.
That’s why our 90 day revenue plans have been designed to be executed with limited hands on involvement from our clients.
In the first two weeks, we’ll need your input for discovery sessions, building out your revenue plan based on your input and priorities, and working on the data and platform integrations.
After that, you’ll spend just a few hours a week – collaborating on strategy calls, and reviewing and providing signoff on new campaigns.
The only thing better than growing revenue, is doing it with a limited investment of time from you and your team. Provide direction and leave the heavy lifting to us.
Again, Who are Revenue Funnels For?
Heads of growth or demand generation at high growth B2B companies who want to meet and exceed pipeline and revenue targets, but are struggling with a funnel that’s not converting like it should.
“What does it mean for our business? Conversion rates have gone up more than double since we’ve been using FunnelEnvy’s technology. We’re driving more leads into Salesforce than we ever have before.”
– Jon Ewing
Chief Marketing Officer
Again, Who are Revenue Funnels For?
Heads of growth or demand generation at high growth B2B companies who want to meet and exceed pipeline and revenue targets, but are struggling with a funnel that’s not converting like it should.
“What does it mean for our business? Conversion rates have gone up more than double since we’ve been using FunnelEnvy’s technology. We’re driving more leads into Salesforce than we ever have before.”
– Jon Ewing
Chief Marketing Officer
What you Get with FunnelEnvy’s 90-day Revenue Plan
We provide a turnkey Revenue Funnel Plan that includes a full service consulting team and purpose built technology designed to optimize website revenue for B2B marketing teams.
Unlimited access to the FunnelEnvy Integration & Reporting platform for 1 domain
Data and technology implementation guidance
Revenue Funnel Opportunity Website Audit
Customized 90 Day Revenue Plan
6 revenue funnel campaigns implemented by our full service team including test design, project management, design, development, QA, measurement and analysis
Implementation of buyer stage and down funnel measurement
End of Pilot QBR session
Next 90 day high-level roadmap
What the 90-day Revenue Plan Enables You To Do
Use data to optimize your entire Revenue Funnel
Demonstrate increased pipeline in 90 days
Finally get rid of bad conversion rates
Forget about expensive & ineffective redesigns
Feel confident in hitting your growth goals because every incremental marketing dollar will produce greater return
Enjoy Revenue Without the Risk
Revenue funnels are a set of strategies that focuses on how to maximize the revenue your website generates by targeting the right offers to your top buyer segments in your top conversion funnels.
Enjoy Revenue Without Risk with our funnelenvy “roi guarantee”
We are so confident in our Revenue Funnel approach and our 90 Day Revenue Plans that we offer all our clients our exclusive positive ROI guarantee. Basically this means that we will not stop until we’ve delivered a positive ROI that exceeds your initial investment.
here are a few other faqs we get a lot:
Will this work for my situation?
If you generate pipeline for a sales team, have a customer journey, and you own clear KPIs, then it most likely will.
Will this work for B2C?
Most likely not. But if you’re somewhere inbetween B2B and B2C (for example, a marketplace), it’s worth reaching out.
What if you don’t deliver?
If we accept you as a customer, we won’t stop optimizing your revenue funnel – and won’t charge you an additional penny – until you get positive ROI on the initial investment.
What resources do I need to bring to the table?
You’ll need to provide a sponsor for initial discovery, and a project owner for weekly calls. You’ll also need limited support from marketing ops and IT for the technical integration. No developer or sales ops requirements.
How do I evaluate results?
During Step 2, Top of Funnel Optimization, we’ll run experiments using a tool like Google Optimize – and measure success by downfunnel metrics.