Convertiv

Plenty of traffic, not enough conversions. A tail as old as time. That was the challenge facing one of our clients—a cloud-based platform that helps businesses streamline forms, data capture and automate workflows for construction and field services. The client had an existing a/b testing program in place, but the in-house team was struggling to replicate success from early wins. Not only that, but technical debt from the web infrastructure was impacting time-to-market and data capture for the tests. With a data-driven approach and deep Conversion Rate Optimization (CRO) expertise, Convertiv helped: - Utilize existing analytics and tooling (e.g. Contentsquare, Pendo.io, VWO) to help create and prioritize hypothesis - Stabilized existing CMS, devops and designops workflow to enable faster development cycles for testing - Revamped the Trial Signup using their API to allow for various flows (e.g. multi-step) The results? Double-digit increases in trial sign-up rates and an eventual exit for over $600 million 📈 thanks to a streamlined sign-up flow, smarter user data collection, and improved user experience. What made it work? Close partnership between marketing and product, along Convertiv’s disciplined, impact-focused approach to keep the team on track. #Marketingops #RevenueMarketing #Demandgen

Beautiful web front end. But it seems like every simple request has to go to engineering. Forms aren’t firing and missing data to be passed into the stack. Landers can’t be tested or personalized. SEO projects are pilling up and can’t be executed on. Pages loading at a snails pace. Process non-existent. Thinking back to my 11th grade art class, I remember this picture. It might be a beautiful front end, but if the engine doesn’t turn, its going to negatively impact your #gotomarket motions. #demandgen #marketingops #gtm 

💡 B2B demand gen leaders: Struggling with low click-through rates? Many factors are usually in play, but at its most basic —it’s positioning and messaging that often holds campaigns back. Recent data from GTM Partners and Sangram Vajre really drives that home: “70% of B2B buyers are more likely to engage with a brand offering a clear, distinctive perspective on an industry problem or solution.” For demand gen leaders, this translates to a need for clear, bold ad copy that doesn’t just highlight a solution but also names the enemy—the root cause of the pain your buyers are facing. 🔍 Why does this matter for your CTR? Generic messaging = below average CTR. Strong positioning and sharp messaging give your ads the stopping power needed to stand out in crowded media platforms. Many campaigns fail to specify the “enemy” driving the pain. Whether it’s outdated workflows, industry misconceptions, or even a competitor, naming the culprit gives your campaigns clarity and urgency that compel clicks. Better positioning = better CTRs. If your ads aren’t driving results, ask yourself: - Are we making the buyer’s pain (and its cause) crystal clear? - Does our copy offer a bold point of view that challenges the status quo? - Are we cutting through the noise with messaging that feels specific and relevant? - Are we effectively testing? And how deep is that data flowing through the technology stack? Nailing this might make the difference between ads that get ignored and ads that drive action. #B2BMarketing #DemandGeneration #gtm 

About a year ago we brought on a new client for our Growth Team-as-a-Service. A scaling Series B who was growing fast, but couldn’t quite get the efficiency they wanted out of their digital demand and ABM programs. Even though they had worked with a “LinkedIn famous” agency for 18 months, of whom I was honestly impressed with, during our interactions. It was tough for our client to justify the investment (and risk) to try it all again and trust us. But time and again, our engagements prove creating efficiency in digital demand programs is much more than just platform optimization. In almost all cases, it requires an Ops-enabled Growth #OEG approach - well beyond platform optimization, you must find efficiency and optimization opportunities within the entire experience (and data flow) from the web, to forms, to ops, to handoff with sales, to analytics etc. Many times we find our clients have been flying blind due to data loss in the stack or lack speed-to-market because their CMS isn’t marketer friendly or they don’t have the internal capacity to keep up with demand gens needs. By providing cross domain expertise and capacity to fill in the blanks, we began seeing the desired results. Within two quarters, we helped reduce their cost per opportunity from digital demand by 40+%. While it’s not the easiest nor fastest route to take, the ultimate results will pay off with #OEG.  #demandgeneration #abm

Almost every day, I am approached by a client or prospect about AI. “Should we be using AI to augment this tool?” “Should we use AI to replace this process?” “Should we use AI to accelerate this workflow?” The answers are always nuanced, but generally, the consensus is that “Yes” AI should be an essential part of your GTM. Instead of breaking this down further, our friends GTM Partners already did it for me. This certainly isn’t comprehensive, but I can’t argue with many of the use cases. Also, a few companies and leaders to look out for around these use cases that I’m excited about for 2025: Tofu and Elaine Zelby Octave and Zach Vidibor Nooks and Peter Mollins  Navattic and Natalie Marcotullio

Despite what some say on LinkedIn #SEO still remains an effective channel for marketing sourced pipeline. Cue the response: “Oh well that’s because its all branded traffic!” or “it will all be zero click soon!” Any “expert” who says this, doesn’t have, or has never had a viable SEO program. That’s because most organizations are set up to fail with SEO, because they operate in siloes. The success of your program depends not just on analysis or recommendations, but on execution of strategic projects. And that is almost entirely dependent on your teams ability to get web projects completed (correctly) and in a timely manner. Speed-to-market is key. Slow development cycles crushes program viability. GTM teams need to think about SEO as a cross functional initiative (digital demand + content/pm + web + marketing ops). Its not just a digital demand problem. With an Ops-Enabled Growth approach to SEO, the results will be: --Deeper technical analysis and faster execution across technical challenges, on-page optimization, new page/section initiatives or information architecture changes. -- Program viability --Improved reporting and visibility into performance Give #OEG a try before you give up on your next SEO program. 

Planning season is in the rearview for many of our clients, and it’s time to start executing. But almost immediately, silos, misaligned objectives, and the classic sales vs. marketing blame game can rear their ugly heads and get in the way of progress. A helpful framework from our friends GTM Partners to avoid these traps and guide GTM execution as we enter 2025: Clarity, Alignment, and Teamwork (CAT): The Foundation for Success is something we also recommend to GTM leaders to ensure everyone is on the same page as enter a new fiscal year. The framework enables: ➡️ Clarity: Defines the vision, funding, priorities, and sequencing initiatives to avoid spreading resources too thin across GTM. ➡️ Alignment: Answers the “how” and ensures that every department understands its role and works cohesively toward the same goals. ➡️ Teams: Assigns and empowers the right individuals, and ensures incentives and roles align with organizational goals. #gtm #gotomarket #demandgen #marketingops

Misalignment between marketing teams, technical debt, and disjointed handoffs between marketing, sales, product and success are some of what we call Symptoms of Silos (#SOS). We see the #SOS all the time. So much, in fact, that we figured it was time to share our approach to treating these symptoms and improving the way that B2B revenue teams go-to-market in an increasingly competitive operating involvement. We call this approach: Operations-Enabled Growth (#OEG) #OEG addresses the “Symptoms of Silos” and associated challenges head-on, offering a clear pathway to cleaner marketing, sales, product and success data, improved efficiency across digital and growth marketing efforts, improved sales engagement processes, handoffs, and predictive revenue results. When you implement OEG effectively, you should find yourself with a leaner tech stack, and a more cohesive, streamlined execution process. You’ll know it’s working when you see increased sourced pipeline, improved sales productivity, and better insights from your tech stack. My team at Convertiv has a published an approach to deep dive into both the “Symptoms of Silos,” and the treatment plan of Operations-Enabled Growth. Check it out in the link below, and comment with your thoughts. In the weeks to come, we’ll share more, highlighting success stories, and detailing more about the role that Convertiv can play in help transform your growth efforts. #marketingops #revops #opsenabledgrowth

Misalignment between marketing teams, technical debt, and disjointed handoffs between marketing, sales, product and success are some of what we call Symptoms of Silos (#SOS). We see the #SOS all the time. So much, in fact, that we figured it was time to share our approach to treating these symptoms and improving the way that B2B revenue teams go-to-market in an increasingly competitive operating involvement. We call this approach: Operations-Enabled Growth (#OEG) #OEG addresses the “Symptoms of Silos” and associated challenges head-on, offering a clear pathway to cleaner marketing, sales, product and success data, improved efficiency across digital and growth marketing efforts, improved sales engagement processes, handoffs, and predictive revenue results. When you implement OEG effectively, you should find yourself with a leaner tech stack, and a more cohesive, streamlined execution process. You’ll know it’s working when you see increased sourced pipeline, improved sales productivity, and better insights from your tech stack. My team at Convertiv has a published an approach to deep dive into both the “Symptoms of Silos,” and the treatment plan of Operations-Enabled Growth. Check it out in the link below, and comment with your thoughts. In the weeks to come, we’ll share more, highlighting success stories, and detailing more about the role that Convertiv can play in help transform your growth efforts. #marketingops #revops #opsenabledgrowth