Everybody excites us to run experiments. Amazon, Netflix and Facebook all tell you the crazy amount of experiments they run at just one moment in time. But, for B2B companies it’s a lot more challenging: We have less and more variable data Long sales cycles mean everything can mess up
all MY articles, thoughts and cases
Select an article and dive right in
🎙️ Listen to the podcast on Spotify
In optimising our websites, we’re often optimising for the completely wrong things. Lots of frameworks out there are generic, based on best practices or based on a single case study. In this blog I want to take 5 steps back. In what state of mind is your customer coming to
Wie wil je overhalen? De ‘C-suite’. Hogere beslissers in een organisatie zijn er niet. Iedereen wil ze bereiken. En juist daarom vist iedereen in dezelfde vijver. De C-suite is steeds moeilijker te bereiken via traditionele marketingkanalen. De ‘regels’ werken op dit niveau namelijk net iets anders.
Each customer acquisition channel has its own constraints. Knowing how long it will take to get results, the costs, the amount of customers, if you’re in control and how detailed the targeting is can be a great factor in deciding what channel to pursue. If you match the constraints of each channel, with the needs of your business, it suddenly got a lot easier to decide which channel could work.
Let me be honest with you. What I’m going to tell you, it’s not rocket science. However, if you use it as a first-order principle, a factor to base your decision on and always hold in mind when talking about customer acquisition channels and content, it will do you great.
For years the marketing world’s been buzzing about the good and the bad of marketing automation. The general agreement though tends to be in favor of using automation to tackle recurring challenges.
I’m one of the marketing professionals who got featured in this article.
In deze onzekere tijden kun je als marketeer de boodschap krijgen dat er in je budget gesneden wordt. Als het minder gaat met je bedrijf, hoe ga je dan slim met je marketingbudgetten om?
[My article which originally appeared in Dutch on marketingfacts.nl]. Find out how the LIFT model can give you 6 systematic ways to improve conversions and how all the big unicorns are implementing this framework.
Many people want to immediately start experimenting, testing and learning. But are you sure it’s time for a/b testing? In this article, you’ll learn exactly when you can start a/b testing and what you should a/b test in every step of the funnel.