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So far David Janczyn has created 6 blog entries.

Why PLG Routing Improves Conversions with Dynamic Forms

Static Forms Are Killing Your Conversions

If you’re using static forms, it might be time for a change. These traditional forms are ineffective in today’s marketing world, where personalization and data-driven decisions are essential for improving conversions.

In this post, we’ll highlight the importance of dynamic routing within forms, especially in the context of PLG (Product-Led Growth) strategies. This shift from sales-led approaches is crucial to converting the right users without relying on generic forms.

The Power of Dynamic Routing

Dynamic routing enables you to better qualify leads by asking relevant, targeted questions during the form process. By using dynamic logic, you can route leads based on their answers, ensuring the right follow-up based on their needs.

In this example, the form is structured to ask simple solution-type questions. Depending on the user’s responses, they are routed to different outcomes. This allows you to route high-value leads to priority actions, such as scheduling a meeting directly with the founder, while others can be sent to a product trial.

High-Value Leads Are Prioritized

With dynamic routing, you can identify and prioritize high-value leads more effectively. For example, if a user selects API as their interest, they are immediately directed to book a meeting with a key stakeholder, bypassing unnecessary sales steps. This method is incredibly efficient for high-quality leads and drives faster conversions.

Simplifying Lower-Quality Leads

Not all leads require the same level of attention. With PLG routing, leads that don’t need immediate sales interaction can be sent directly to a free trial or an onboarding experience. This reduces friction for leads that are ready to engage with your product without requiring heavy sales involvement.

The Playbook for B2B Lead Gen

This method of routing is just one example of how dynamic forms can significantly improve your lead qualification and conversion process. We’ve experimented with various patterns and uncovered a robust playbook for B2B and lead-generation websites.

For a deeper dive into our findings, be sure to watch the full video linked below.

Wrap-Up

As the industry shifts towards PLG strategies, adapting your lead qualification process with dynamic routing is essential. Not only does it optimize the user experience, but it also ensures you’re focusing your resources on high-value leads. By offering the right follow-up based on user responses, you can drastically improve conversion rates.

By |2025-02-18T14:32:47-08:00February 18th, 2025|Conversion Rate Optimization, Strategy, SaaS, B2B|0 Comments

PLG Routing

What is PLG Routing?

PLG routing refers to the strategy of guiding users through a tailored journey based on product-led growth (PLG) principles. Instead of relying solely on traditional sales processes, PLG routing dynamically adjusts the user experience in real-time to enhance engagement and conversion opportunities. This approach ensures that users are always presented with the most relevant content and offers, optimizing the chances for success.

How PLG Routing Works

PLG routing leverages data from user interactions and behavior to determine the next best action, whether it’s directing users to specific features, offering personalized messaging, or adjusting the funnel stages accordingly. This allows businesses to create more fluid, responsive, and relevant user experiences that are guided by the individual needs and actions of each user.

The Impact of PLG Routing on Conversion Rates

By implementing PLG routing, companies can enhance their conversion strategies by continuously adapting to the user’s journey. This helps ensure that users are not overwhelmed with irrelevant content and are instead guided to the most impactful touchpoints, boosting engagement and conversion rates.

Why PLG Routing Matters for SaaS Businesses

For SaaS businesses, PLG routing is a game-changer in terms of user acquisition and retention. By focusing on personalized, product-centric interactions, businesses can effectively drive growth without the traditional heavy reliance on sales teams. This is especially important in the SaaS model, where a smooth, self-guided user journey can significantly impact long-term retention and customer satisfaction.

Watch the Full Video on PLG Routing

To gain a deeper understanding of how PLG routing can help your business grow, watch the video below where we explore the concept in more detail.

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Conclusion

PLG routing is transforming how businesses approach user engagement, making it an essential strategy for any product-led company. By leveraging data-driven insights and dynamically guiding users along their journey, businesses can drive better results, improve conversions, and build stronger relationships with customers. Implementing this approach may be the key to optimizing your conversion rates and scaling your business effectively.

Understanding Downfunnel Attribution for Website Optimization

What is Downfunnel Attribution?

Downfunnel attribution refers to the process of assigning value to marketing touchpoints that occur further down the sales funnel, typically after the initial click or interaction. In contrast to traditional attribution models, which may focus on the first or last interaction, downfunnel attribution takes a more holistic approach, recognizing the entire customer journey and the series of interactions that lead to a conversion.

The Importance of Downfunnel Attribution in Website Optimization

Understanding downfunnel attribution is crucial for website optimization because it helps marketers identify which touchpoints have the greatest impact on conversions. Without downfunnel insights, businesses may overlook key interactions that drive actual sales and revenue. By optimizing these touchpoints, you can maximize the effectiveness of your marketing spend and enhance the overall user experience.

How Downfunnel Attribution Improves Conversion Strategies

By enabling downfunnel attribution, you can improve conversion strategies in several ways. It allows for a more accurate understanding of which channels and tactics are truly driving high-quality leads. With this data, you can refine your campaigns, allocate resources more effectively, and optimize your website to encourage conversions at the critical moments in the funnel.

Key Takeaways from the Video

In our video, we take a deeper dive into the process of enabling downfunnel attribution. Watch the full video to get actionable tips and learn how to implement downfunnel attribution in your own marketing strategies. Understanding where conversions are happening and optimizing the right parts of the funnel can significantly increase your overall website performance.

Closed Loop Reporting Strategies

Hey, lead gen marketers. If you haven’t implemented closed-loop reporting in your analytics, you might not just be missing out on insights, you could be actively sabotaging your growth efforts. Closed-loop reporting is essential to give you a comprehensive view of the entire customer journey And it can improve your attribution and spend optimization, allow you to better segment and score your leads and prospects, better align your sales and marketing teams, allow you to improve your forecast of future performance, and deliver invaluable customer lifecycle insights. Now, the way companies typically implement closed-loop analytics is heavily influenced by their go-to-market motion in the organizational structure.

Demand-gen teams with heavy sales and account-based motions typically start by implementing closed-loop analytics in their CRM. On the other hand, if you have a heavy inbound web-based lead flow, you might start by looking at a web analytics platform like Google Analytics 4. And finally, teams with product-led growth funnels, where there’s a lot of product data, often take advantage of the flexibility of a data warehouse for their analytics reporting. Now each of these approaches is going to have its own advantages and disadvantages based on the technologies and the organizational capabilities. We’ve seen more mature companies take hybrid architectures for more flexibility, where some version of closed-loop analytics is happening in the web analytics, the CRM, as well as in the data warehouse.

But let’s get real, if you’re just getting started, you don’t have to overcomplicate or overengineer this. All of these platforms, Google Analytics 4, HubSpot, Salesforce, have the ability to ingest data and provide some default level reporting. So start with the 1 that better supports your go-to-market motion and that your team is familiar with and implement your closed-loop analytics there. You can always evolve this over time.

By |2025-01-06T07:22:51-08:00January 5th, 2025|Paid Media, Landing Pages|0 Comments

AI is not a differentiator

Why Homepage Messaging Matters More Than Ever

When a prospect lands on your website, you’ve got seconds—maybe even less—to make an impression. Your homepage hero section, headlines, and subheadlines aren’t just design elements. They are your first and potentially only opportunity to communicate your product’s core value in a way that sticks.

Unfortunately, many companies default to flashy, hype-driven claims—“Powered by AI,” “Smarter than ever,” or “AI-first platform.” But these phrases have lost their luster. Why? Because they’re everywhere.

The AI Saturation Point

AI has become table stakes. Just like mobile-responsive design or SSL encryption, customers now assume it’s there. So when your differentiator is “we use AI,” it sounds more like a product update than a compelling value proposition. In fact, the constant buzz around artificial intelligence has desensitized audiences. The moment they hear it, many tune out.

Using AI doesn’t make you special. It makes you current.

You’re Supposed to Use AI—That’s Not Unique

Let’s be honest: if your product doesn’t use AI in 2025, your audience might wonder if you’re falling behind. From automated recommendations to chatbot integrations, AI has become a standard feature set. So why lead with it?

Highlighting AI as the centerpiece of your offer is like announcing that your software works on the internet. It’s expected.

What Real Differentiation Looks Like

Rather than centering your hero copy on the what (AI), focus on the outcome.

What specific transformation does your customer experience after using your product? What’s the real-world impact? Is it measurable efficiency? Greater revenue? Reduced churn?

Use those insights to craft messaging that speaks to your audience’s problems, goals, and desired outcomes. That’s what converts—not AI buzzwords.

AI as a Value Add, Not the Headline

Does this mean you should never mention AI? Of course not. But be strategic. AI can show up in feature descriptions, product tour pages, or even as a badge or banner (“Now with generative AI insights!”).

Make it a supporting character, not the protagonist.

Examples: Where AI Messaging Misses the Mark

Take customer support platforms like Intercom or Zendesk. If they say “Now with AI chatbots,” that’s interesting—but not unique. Voiceflow or other low-code platforms already enable this functionality for almost anyone. It’s not the kind of thing that gives you a leg up in an increasingly competitive market.

Where AI Belongs on the Page

There’s a place for AI mentions, just not front and center. Consider placing them:

  • In a top bar announcement (“Now with AI insights—Learn more”)

  • As a badge next to product features

  • On a dedicated page or blog post

  • In tooltips or onboarding messages

These placements add context without distracting from your core messaging.

The BS Meter Is Real

Today’s audience is more skeptical than ever. They’ve seen big promises and vaporware too many times. When they read “AI-powered,” they instinctively ask, “So what?” or “How does that help me?”

Empty claims raise the BS meter. Back up everything with specifics: use cases, proof points, customer stories.

Avoid Copycat Messaging

There’s a dangerous cycle in B2B marketing: competitors copy each other’s messaging, hoping it must be working. But this leads to sameness, not innovation.

Be bold enough to sound different. You can’t out-Intercom Intercom, but you can carve your own lane.

The Attention Economy Is Ruthless

Your visitors aren’t reading—they’re scanning. If they don’t see something compelling in your headline or hero section in the first few seconds, they’re gone.

Don’t waste those moments bragging about your AI. Use them to show how you solve their biggest pain points.

From Features to Outcomes

A subtle but powerful shift: stop leading with features. Lead with results.

Instead of “AI-powered fraud detection,” try “Stop revenue loss from fraud in under 24 hours.” That’s what buyers care about. That’s differentiation.

You’re Already Late to the AI Hype

If you’re just now positioning your product around AI, you’re late to the party. The early adopters made noise years ago. Now, differentiation requires more nuance.

Let Product Updates Be Product Updates

AI enhancements are great. But they belong in your release notes, newsletters, or case studies—not the hero section of your homepage.

Focus your most valuable screen real estate on what matters most to your customers.

The Risk of Overpromising

Saying “AI-powered” implies smart, seamless, magical experiences. If the product doesn’t deliver on that promise, trust erodes. Quickly.

Be cautious. Clarity beats cleverness.

Speak Their Language, Not Yours

Your customers don’t care that you trained a proprietary model. They care that you help them close more deals, save hours of manual work, or improve marketing ROI.

Ditch the technical jargon. Embrace real-world language.

AI Can Be the “How,” Not the “Why”

It’s fine to show how your product works—just don’t confuse that with why people should care.

Your homepage should focus on the “why.”

Don’t Drown in the Sea of Sameness

Stand out by being useful, relevant, and honest. That’s rare—and valuable.

By |2025-04-02T01:01:59-07:00December 31st, 2024|Uncategorized|0 Comments

Interactive Multi Step Forms

Most businesses at some point start worrying about qualified leads and routing those qualified leads to appropriate outcomes. A nice pattern that we found that helps with this really in 2 different ways is what we call the interactive multi-step form, which is simply adding an additional multiple choice question simple to answer on the front end of your normal PII inputs. 

So as we see with this example here, asking team size, some use cases, what they’re looking for, and then we lead to the PII. So we’re again getting the foot in the door with the simple answer questions, asking some some qualification questions, some things that are enriching that lead, able to provide us some more information. And then we ask for the friction-inducing type questions.

By the way, this is just 1 pattern of many that we’ve uncovered experimenting on B2B and lead gen websites. If you want our complete playbook, just DM me and I’ll send it to you for free. 

The more advanced use cases do come from asking relevant questions that help you, the marketer, route that lead to better outcomes. So asking their company type, is it a recruiting agency, is it an in-house team? And then we can then route that lead to the correct SDR or AE.

Another example would be if your sales team is split up by use case or solution, depending on what the information the user provides in that first step, once they submit the actual lead form, we can surface different HubSpot calendars, calendars for the user to schedule a call with a specific AE or sales team member based on the information that they provided in the form.

By |2025-01-06T07:20:22-08:00December 31st, 2024|Paid Media, Landing Pages|0 Comments
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