The document discusses strategies for optimizing the B2B funnel through testing and personalization, emphasizing account-based strategies that enhance customer experience and journey velocity. Key areas of focus include engagement metrics, effective content personalization, user onboarding, and the importance of understanding the customer journey. The conclusion highlights the need for clear goal definition, identification of friction points, and integration of data sources to inform targeted testing and marketing efforts.

1. Test Ideas to Optimize Every Step of the B2B Funnel
Arun Sivashankaran
Founder & CEO, FunnelEnvy

2. About FunnelEnvy
• Engineers with a
marketing problem
• Account Based
Personalization
Platform
• Conversion
Optimization &
Personalization
Services
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Behavioral
Targeting
Intelligence
Reports
Account
Data
Marketing
Integrations
Audience
Management
Campaign Management
Web Analytics
Marketing
Automation/CRM
@asivash
www.funnelenvy.com

3. Select B2B Customers & Clients
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@asivash
www.funnelenvy.com

4. B2B Goals
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• Increase key conversion rates
(leads, trials)
• Increase engagement (lead or
account)
• Increase funnel velocity
• Reduce churn / increase LTV
• Renew & expand accounts
• Referrals
@asivash
www.funnelenvy.com

5. B2B Realities
• Less onsite “direct response”
• Long customer journey
• Multiple decision makers (enterprise)
• Attribution is hard (beyond leads)
• Integrate into the stack (MAP, CRM)
• Low traffic
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@asivash
www.funnelenvy.com

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Customer Distribution
ValueperCustomer
B2C
B2SMB
B2Enterprise
Market Characteristics
@asivash
www.funnelenvy.com

7. Customer Journey Scenarios
Market characteristics and customer journey informs high potential
test ideas
1. Day Trip
• Short, high velocity
2. Multi-City
• Longer, multiple stages
3. Business Class
• Leverages account based characteristics
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@asivash
www.funnelenvy.com

8. The Day Trip
Short, high velocity, low touch

9. OPTIMIZELY SPRING INTO ACTION
Website
Visitor Trial Signup Engaged
Customer
Customer Journey
@asivash
www.funnelenvy.com

10. Goals
•Initial engagement
•Signup (lead, trial, registration)
•Improve user experience, reduce churn
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@asivash
www.funnelenvy.com

11. OPTIMIZELY SPRING INTO ACTION
• Headline & Subheadline
• Above the Fold CTA
• Remove Distractions
• CTA Design
Landing Page Optimization
260%
Lead Conversions

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Source: http://unbounce.com/landing- page-articles/the-anatomy-of- a-landi ng-page/
• Concise headline expressing USP
• Paid – reflect what was clicked
• Benefits of the offering
• Empathize with customer pain
• Social proof
• Single CTA above the fold
• Hero shot
@asivash
www.funnelenvy.com

13. Form fields
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Source: Marketo (http://blog.marketo.com/2008/02/two-practical-l.html)
@asivash
www.funnelenvy.com

14. Problem:
Removing lead fields
makes SDRs angry!
Solutions:
1. Populate hidden
fields
2. Enrich lead data in
Marketing
Automation
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<input type=“hidden” name=“industry” value=“Health Care”/>
<input type=“hidden” name=“company” value=“IBM”/>
<input type=“hidden” name=“Employees” value=“500-1000”/>
@asivash
www.funnelenvy.com

15. SEO Content
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Don’t do
this!!
@asivash
www.funnelenvy.com

16. SEO Content Recommendations
•Engaged, self segmenting visitors
•Single relevant CTA at the end
•Convert to the next logical stage (e.g. gated
content)
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@asivash
www.funnelenvy.com

17. Pricing Pages
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@asivash
www.funnelenvy.com

18. Pricing Tiers
• Design: clarity and simplicity
• Align pricing with buyer
personas
• Scale pricing tiers through a
core value metric
• Set expectations with CTA
If the customer is still stuck…
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@asivash
www.funnelenvy.com

19. Offer help!
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@asivash
www.funnelenvy.com

20. User Onboarding
• Increase likelihood of user success at first
adoption
• Higher engagement, reduced churn
• Avoid the “ghost town” effect
Higher investment, but can yield very
significant returns
@asivash
www.funnelenvy.com

21. OPTIMIZELY SPRING INTO ACTION
Tour
Get started (jump right in)
Joyride Wizard
@asivash
www.funnelenvy.com

22. Multi-City
Longer, multiple stages

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Content
Download
Attend
Event
Sales
Meeting
Account
Signup
Activation
Engaged
Customer
Customer Journey
@asivash
www.funnelenvy.com

24. OPTIMIZELY SPRING INTO ACTION
Targeting Tests by Depth of Engagement
Data Dependencies
• Behavioral
– Links, pages, forms
• Application (SaaS)
• Marketing automation
– Lead
– Lead score
– Campaigns
• CRM
– Existing Customers
– Opportunities
– Sales activity
• Possible Goals
• Engagement
• Convert to lead
• Move to the next stage of
journey
• Renewal & expansion
• Advocacy
• Referrals
@asivash
www.funnelenvy.com

25. Remembering the User
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Source: http://blog.hubspot.com/marketing/website-personalization-examples-dynamic
First visit: choose role Return visits: personalized content
@asivash
www.funnelenvy.com

26. Moving customers through the journey
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Source: http://blog.hubspot.com/marketing/website-personalization-examples-dynamic
eBook downloaded Attend webinar CTA
@asivash
www.funnelenvy.com

27. Talk to Sales or Support
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Source: https://zapier.com/learn/ultimate-guide-to-customer-support/best-customer-support-chat-apps/
@asivash
www.funnelenvy.com

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Referrals & Advocacy
Booker referral program
YesWare: Invite a friend
@asivash
www.funnelenvy.com

29. Business Class
Leverages account based marketing

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Content
Download
Attend
Event
Sales
Meeting
Account
Signup
Activation
Company
Size
Audiences
Target
Companies
Target
Industries
Customer Journey
Account Based Dimensions
(Companies, Industries)
@asivash
www.funnelenvy.com

31. OPTIMIZELY SPRING INTO ACTION
Customer Distribution
ValueperCustomer
B2C
B2SMB
B2Enterprise
Market Characteristics
@asivash
www.funnelenvy.com

32. OPTIMIZELY SPRING INTO ACTION
Demand Generation Account Based Marketing
@asivash
www.funnelenvy.com

33. Account Based Personalization
•Differentiated, relevant website experience based
on account / firmographic characteristics
•Reflects the value of the account as well as the level
of engagement
•Tightly coupled marketing and sales function
•Fewer leads of higher quality from target accounts
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@asivash
www.funnelenvy.com

34. OPTIMIZELY SPRING INTO ACTION
The Data Dependency
Account Dimensions
• Firmographic
– Company
– Location
– Industry
– Employees
– Revenue
• Contact
- Job Function
- Intent
Engagement Depth
• Behavioral
– Links, pages, forms
• Marketing Automation
– Lead
– Lead score
– Campaigns
• CRM
– Accounts
– Contacts
– Opportunities
– Sales activity
Test
Personalized
Experiences
with Data
@asivash
www.funnelenvy.com

35. OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com
Personalize Content based on Industry

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Personalized Landing Page Elements
Generic Logo Bar
Technology Industry Travel Industry Insurance Industry
@asivash
www.funnelenvy.com

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Industry Specific Offer Location Specific Offer
Default content offer
209%
Personalized
Gated Content
@asivash
www.funnelenvy.com

38. Named Account Targeting
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Optimizely.com default
@asivash
www.funnelenvy.com

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Home Page
Personalization by
Target Account
@asivash
www.funnelenvy.com

40. OPTIMIZELY SPRING INTO ACTION
Flexible hero section
Modular personalization bar
Customer validation
Content & Event Promotions
@asivash
www.funnelenvy.com

41. Summary
• Focus on customer experience, increasing engagement and journey
velocity with testing
• Understanding your market and customer journey is essential for
identifying relevant testing and personalization opportunities
• Increased context about the visitor drives more relevant testing ideas
• Targeting based on engagement depth can accelerate velocity
through the journey
• Account Based Personalization can deliver higher quality engagement
with target accounts
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@asivash
www.funnelenvy.com

42. Takeaways
• Map out your customer journey
• Identify stages & dimensions
• Clearly define goals, KPIs & metrics
• Find areas of friction through evidence
(quantitative & qualitative)
• Define targeting criteria
• Integrate data sources if required
• Ideas -> hypotheses
• Change, impact, evidence
• Prioritization –potential impact & level of effort
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43. Thanks & Contact Info
arun@funnelenvy.com
www.funnelenvy.com
@asivash
@funnelenvy