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 [...]
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 [...]
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. [...]
Localytics Optimization
A/B testing suffers from a “winner take all” problem whereby it optimizes a single experience across an entire population and does not take context into account. A better solution for optimizing experiences across the wide [...]
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 [...]
B2B Marketers Should Stop A/B Testing in 2018
Several years ago I was hired to help fix some serious website conversion issues for a B2B SaaS client. A year earlier the client had redesigned their website pricing page and quickly noticed a [...]
If you care about B2B conversions, stop producing content
Houston, we have a problem. As enterprise focused B2B marketers, we have a problem. We all agree that we want to grow traffic to our website, turn the traffic into leads and convert the leads into [...]
The B2B Marketing Executive Show: Inaugural Podcast
Welcome to the episode of The B2B Marketing Executive Show! In this first podcast Episode, FunnelEnvy CEO Arun Sivashankaran sits down with CaliberMind VP of Sales and Marketing, Nic Zangre to talk B2B Marketing.
Benefits of Personalization in B2B Marketing
Are you unsure about the benefits of B2B Personalization for your bottom line? The example below shows exactly how a few web changes in favor of personalization can increase dramatically increase revenue. Personalization impact on [...]
Pricing Page Conversion Tips
If you are a B2B SAAS business you should be spending a lot of time on your pricing page focused on iterative testing. Pricing pages are vital for your bottom line. Those who end up [...]
