Jenna Alburger

Defining ICP vs ICS (Ideal Customer Situation): Stop overpaying for average data 👇 Most B2Bs overpay on data: signing annual subscriptions to databases like Zoominfo, Lusha, LeadIQ, Seamless etc [not to mention the manual work SDRs have to do after the raw list is built] The interesting part? No database on the planet – especially these mentioned – can give you your exact ideal customers. aka Ideal Customer Situation. Mass-market databases will NEVER be this accurate…❌ …The reason is because they serve everyone. They target almost ANY company who needs data. Compare this VS building an in-house niche database specifically for YOUR Ideal Customer Situation 🐊: Go to howtouseclay(.)com and I’ll build this for you To fix this massive sales wound, bandaids - aka more SDR manual work - won’t help. Add a Clay integration into your workflow. Clay should be at the forefront of any B2B sales team when it comes to data / list building. (outbound & inbound….should I write a post on the inbound side?) You can sign 5-6 figure contracts with mass market databases to find your ICP. And hire 4-7 SDRs to identify your ICS with a manual process. Or… Use Clay to find your ICP + ICS. How I articulate this to my clients: Part 1: 👇 “If your SDRs had 24 hours/day & unlimited mental bandwidth to do account research, prospect research, search websites etc to find ENOUGH data to personalize your outbound/score your leads, what EXACT data would they look for?” Part 2: 👇 “With the answers above… These {number} pieces of data that your SDR finds…HOW do they turn that into a personalized message?” Once I have these 2 answers, Clay comes in. Think of Clay’s use case as: ✅ replacing the manual research mechanism ✅ replacing the manual personalization mechanism (with the above data) Then of course… contact/email/mobile enrichment, account scoring, AI agent etc etc. This post isn’t to list out every moat that Clay has… …it’s to show that Clay can find your ICS + replace SDR manual workflows to unlock them to spend more time generating revenue (selling) vs data mode Another example. Let's say you want to build lists of FinTech SaaS Companies 👉 who mention a few compliance keywords on their site 👉 who don't have a VP of software development in house 👉 and are scaling developer headcount. Try finding this on Zoominfo or sales nav, lol. You’ll get a % of companies that are similar to fintech saas, but with keywords: - Financial services for saas - Financial saas growth - custom financial software development OR if you target SaaS companies exclusively, a % will be: - marketing agency for saas - software development - saas growth - custom software If your team automates outbound to these prospects thinking they are (fintech) SaaS companies… You’ll get marked as spam. Use Clay to fix this I hit the character count, again..🤦‍♂️ Comment “Clay” and I’ll just send a 1 hour video SOP of me building a Clay Table from scratch. 🔔 for more

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Predictable Revenue Playbook* gives you ∼0.3%** (!) chance to win a deal. Here's the ugly math behind: *Predictable revenue playbook: 1. find in-market leads (intent signals/data) 2. get their contact info 3. spam with outbound & ads **Math behind ∼0.3%: ☑ Only 5% of B2B buyers are ready to buy (Ehrenberg-Bass) ☑ 80-90% of them already have a narrow consideration set (Bain & Co) ☑ 90% of them eventually buy from one of the brands from that list (Bain & Co) ☑ 40% of B2B buying ends in no-decision (Gartner) This complete ignorance of how B2B buying happens is why we're witnessing the great downfall of the predictable revenue playbook. If most buyers buy from a brand that influenced them, the solution is simple = make more long-term, brand building investments and enter your buyer's narrow consideration set. Influence them while they're in No Man's Land, before they get into the buying mode, because at that point, it's too late. Start with this simple playbook: 1. NARRATIVE To increase your share of voice and generate mass awareness in your TAM, you'll need a story to rally around. Hegel left us a formula: - thesis ('marketing is a long-term investment') - antithesis ('most martech is built for short-term motions') - synthesis ('our solution helps create and measure long-term marketing initiatives') Market the problem, not just your solution. 2. POSITIONING & MESSAGING Niching down is the best way to find early traction. Niche down until you can provide objectively 10x more value for [1 ICP] for [1-3 JTBD]. Find a segment that has been let down by Salesforces and Mailchimps of the world. Then, make sure your messaging isn't fluffy & vague, and achieves the following: - Say what it is, for whom, for what - Show your product - Focus on a few core use cases 3. FOUNDER BRAND (ORGANIC SOCIAL) You'll grow your reach & following by talking about the puzzle (industry), not your little puzzle piece (product). Center your content around: - Strong POV, narrative - Customer conversations - Fight against the villain - Trends / news commentary If you want a detailed guide, let me know in the comments and I'll send it to you. 4. PAID DISTRIBUTION Amplify your organic effort with paid. Look for arbitrage opportunities like: - LinkedIn Thought Leader Ads (take your organic winners and amplify them) - YouTube Ads (relatively cheap, great targeting options) - Google Ads for ICP-dense events (zero-click, narrative-heavy ads for minimal cost) 5. CO-CREATE CONTENT WITH ICP (ABM 101) Invite your ICP to an interview style podcast and co-create content with them 2x month. The goal is to build relationships, get customer insights & distribute your narrative. - Start with your best customers (get case studies too) - Then leads in your pipeline (improve win rates) - Finally, your dream account list (build relationships) This a great ABM + content play. ------- Brand is your last true competitive advantage. Time to invest more into it in 2025.

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B2B attribution be like … - Meta ad → homepage - Opts into webinar pop-up - 7 emails + two-day event - Segmented into ICP lists - Books via salesperson’s email Who gets the credit? IT DOESN’T F****** MATTER! DO NOT PIT YOUR DEPTS AGAINST EACH OTHER. WIN TOGETHER.

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I've owned a Google Ads agency for 15+ years and grown it to 7-figures and over $300 mil in total managed ad spend. Here's why the traditional agency model no longer works. 1. A lot of people strike out on their own as freelancers but get stuck at the $100k/year mark because they don't have the entrepreneurial streak necessary to break through. Stuff like not being able to stomach the risk or being willing to give up a portion of their earnings to hire someone. Which is fair enough - but it's a big reason people stagnate. 2. Ad platforms want us gone. As you read this, they're actively building new capabilities designed to squeeze out what is currently the role of the ad account manager. Google, Facebook, Microsoft - they're all trying to do this and will succeed to some extent (already have, to be fair). Between the entrepreneurial gap and the need to be something more than a campaign button-pusher, what worked even 5-7 years ago will not work in 2025. How do I know this? Why can you trust what I'm saying? How do you know I'm not a guru after your money for some nebulous "coaching" service? Well, my agency was an example of this done wrong: • Ecommerce + lead gen • Servicing many different industries • Focussed on fiddling with ad accounts I sorted some of that out and we now do a lot more than just campaign tweaks. But there's nothing "specialist" about being a Google Ads agency for everyone vs. having a dialled in and drilled down process that deals with the very specific needs of a single line of business, like beauticians or insurance providers - or anything else that sells well on search engines. And this is where I want budding and growing Google Ads agencies to right themselves when they're still fresh and nimble i.e. capable of changing without a painful restructuring. https://lnkd.in/e_m5pkXM ----- It sounds hyperbolic, but traditional agencies and old school freelancers really are dying. Learn how to future-proof your PPC agency with my Perfect Agency Framework: - Get new agency leads in 24 hours - Close 80% of qualified leads - Hire realistically, not based on lies you've been fed about unicorns - Get consistent results for your clients - Deliver exceptional Google Ads results 👉🏻 edleake.tv/forge-framework

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Today’s read: the *emerging* playbook behind the next crop of breakthrough startups 👇

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My attempt at doing something Linkedin HATES: writing a nuanced post on marketing attribution. Here goes: There are three primary forms of attribution: 1. Funnel Attribution 2. Multi-Touch Attribution 3. Self-Reported Attribution And there are three primary ways to evaluate them: 1. What they measure 2. What they do great 3. Inherent bias and issues Here is how I break them down with clients: (𝟭) 𝗙𝘂𝗻𝗻𝗲𝗹 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 > Measures: the 3 Vs of your sales process (Volume, Velocity, conVersion) from pre-Opportunity stages to Closed Won. Relative to the channel/offer "Tipping Point" that lead to sales getting involved. > Great at: understanding what you send for sales follow-up and conversion rates. Helps identify friction/bottlenecks in the sales process. Useful for all teams: marketing, SDRs, Sales, as the data connects marketing to the full sales process. Leading indicator and easy to analyze. > Bias/issues: single touch model will often credit certain channels/offers more than others. Really hard to execute and get a useful dataset. (𝟮) 𝗠𝘂𝗹𝘁𝗶-𝗧𝗼𝘂𝗰𝗵 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 > Measures: ALL the touchpoints on the buyers journey. Assigns some % of $s from related Opportunities to the touchpoints. Used for lift analysis and buyer journey mapping. > Great at: filling the gaps Funnel Attribution single touch insight gaps. Lift analysis to attempt to see the incrementality of channels/offers. Visualizing the full buyers journey of all trackable touchpoints. Pretty easy to implement. > Bias/issues: Can prove anything works, especially if including ALL Account touchpoints. Will inflate achievements of high volume activities. Hard to analyze due to so many touchpoints and complex % assignments. Usually, only useful for marketing. Lagging indicator. (𝟯) 𝗦𝗲𝗹𝗳-𝗥𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 > Measures: qualitative data from what our clients tell us. Through research, form fills, and interviews. > Great at: uncovering insights into channels/offers that are difficult to track. Gives a more nuanced perspective. > Bias/issues: recency bias. Client not caring enough to give useful information as it only benefits the vendor. There is so much more to dig into but that's enough for this post. So TLDR: there are 3 general types of attribution. They are all useful. They all have issues and bias. And they all measure differently. My general advice is to implement them in the order above.

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Content ideas hiding in plain sight: → FAQs on your website → Sales team's objection responses → Customer testimonials → Product/service descriptions You're sitting on a content goldmine. Start digging.

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🟠 The top 5 lists to prepare HubSpot for ABM👇 I always compile these 5 ABM list types before implementing a single thing in the HubSpot CRM: 1️⃣ HubSpot 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝘀 Unlimited; default dropdown property works well. 2️⃣ HubSpot 𝗯𝘂𝘆𝗶𝗻𝗴 𝗿𝗼𝗹𝗲𝘀 Default ones in HubSpot work well; use them for Account Mapping with OrgChartHub Ltd 3️⃣ LinkedIn 𝗦𝗮𝗹𝗲𝘀 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗼𝗿 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝘀 Max 5; consolidate your HubSpot personas into these 5 lists. 4️⃣ LinkedIn 𝗦𝗮𝗹𝗲𝘀 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗼𝗿 𝗹𝗲𝗮𝗱 𝗹𝗶𝘀𝘁 𝘁𝘆𝗽𝗲 Based on departments / overarching roles.  E.g. 'Sales', and not BDR/SDR/AE/etc. Unless you want to be hyper-specific in your outreach, for which there might be a good reason. Overarching is the starting point. 5️⃣ Expandi.io 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗹𝗶𝘀𝘁 Content piece per Sales Nav lead list type (4) 👆 Set yourself up for success by creating these lists and enable smooth account research and outreach! Good luck 🤞 How do you prepare HubSpot for an ABM motion? Please educate us in the comments. #ABM #HubSpot #HubSpotABM  

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What’s the problem with attribution in B2B marketing? Lots of marketers think attribution is the *only* way to figure out if their marketing is working or not. Here’s the issue: Attribution only shows you which channel made someone buy, not which channels got them interested in the first place. Your attribution tools might say a sale came from SEO or Paid Search and think that’s the strategy that’s “working.” But it might be that they first heard you on a podcast, followed you on LinkedIn for a while, and just used Google to actually make the purchase. Trying to give all the credit to one channel, instead of looking at how everything works together, can really hurt good marketing efforts. Sometimes, you need to look at all your data, both the numbers and the stories, to see what really made someone buy. But often, this data isn’t complete, and you have to trust your gut to fill in the gaps. There’s an old saying in advertising: "We know half of our budget is wasted; we just don't know which half." Now, with all the new tracking tools, it’s swung the other way - if you can’t track it, people think it isn’t working. You need a balance between what your tools, your customers, and your instincts are telling you. Smart marketers know that attribution has its limits and don’t just depend on it to make all their big decisions.

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How We Built a 7-Figure Agency with Zero Experience Quick story: 5 years ago, we were posting cringe button color tests on LinkedIn and getting roasted by every CRO expert out there. Today, we optimize billion-dollar e-commerce stores. I just recorded my first Less Ego More Data podcast in 2 years with the best co-founder I could imagine Fabian Gmeindl 🎙️ Here's what we covered in this raw conversation: 1. How we went from dropshipping jeans to running automated CRO programs 2. Why getting roasted on LinkedIn actually made us better optimizers 3. The exact process we used to learn proper A/B testing 4. How obsessing over statistics almost killed our ability to innovate 5. Breaking down how Tesla and LEGO think about conversion 6. Why I got banned from WeWork (and spent too much on LEGO) Want to hear how two clueless 19-year-olds built one of Europe's leading CRO agencies? Link in comments 👇

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Full-funnel B2B marketing (7 stages explained in detail + book announcement). 0. GTM STRATEGY - FUNDAMENTAL LAYER. - Goals and targets - Focus market segments & clusters - ICP and account segmentation - Customer research and buyer journey patterns - Core programs to influence buyer journey and drive revenue - Metrics, KPIs and Reports - Messaging - Team alignment 1. Brand Awareness. Develop brand awareness strategy through: - Detailed guides - Organic thought leadership - Boosting top-performing content through ads - Guest posts and podcast interviews - Sponsorship & collaborations with communities, influencers, and creators - Events 2. DEMAND GENERATION. Demand generation = making your target accounts believe your product is one of the best possible solutions for their needs. Demand (or buy-in) is generated through: - Detailed case studies and customer use cases divided by verticals or jobs-to-be-done - Practical overview of typical buyer challenges and ways to solve them with native integration of your product 3. DEMAND CAPTURING. Retargeting became a synonym for demand capturing, but this is just a piece of the puzzle. Here are 6 other ways to capture the demand. - High-intent website page visits - Product-related content hubs - Product-related webinars - Product-related free email courses - Progressive profiling - Buyer interviews 4. ACTIVATION. Activation = personalized offers for target accounts. The best ways to deliver personalized offers and generate sales opportunities that have been working for us and our clients are: * 1-1 consultations & strategy sessions * Personalized content hubs * Social selling based on engagement and intent insights * Direct mails with personalized solutions 5. CLIENT SUCCESS. After winning a deal, the real relationship only starts. Make sure to accelerate time to value, onboard core users, and get a positive case study asap. Whenever you see they get results, invite them for a debriefing call. You can create a case study and get insights about key initiatives + validate upsell hypotheses. 6. EXPANSION. Most B2B companies never do it and just passively wait until the client requests more licenses. While expansion is a new retention as Jacco van der Kooij nicely describes it. --- The buying process is not linear, and you can't push buyers. But you can ensure that you maximize the chances to: - Create awareness and grab attention of the accounts that are not in market now - Generate demand for those who research and learn about different solutions - Capture the demand and activate engaged accounts - Expand & Retain --- We started to popularize the concept of Full-Funnel B2B marketing with Vladimir Blagojević 7 years ago. It all has started from the image you see right now 😃 This summer we decided to accumulate our 19 years in B2B marketing and write a book. If you'd like to be among the first readers and provide us feedback, leave a comment, and I'll add you to beta readers list.

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"Funnels are dead" "Everything is dark social, so attribution is pointless" "The buyer's journey isn't linear so who cares about buying stage data" "Marketing data is all just made up" I see this stuff on Linkedin all the time. And I get it. Marketers struggle with how hard it is to get visibility into what is working and not working. It's hard. And getting harder by the day. But all this criticism is based on a fundamental misunderstanding. "All models are wrong, but some are useful" - George Box. Yes, all the attribution models are wrong. Trying to understand why someone bought your product is very complicated and even asking them is riddled with bias (still worth asking though). But "models" are not meant to be 100% reality. They are a representation of reality to help you understand something complex. A model airplane can't actually fly you to Europe. But it sure could help someone who has never seen a plane before understand what a plane is and how it works. It's the same for marketing models. If you dig in, they are wrong in a load of ways. But when done right, they simplify reality into a more digestible format to help make important decisions. The "when done right" part is very important, though. Most companies struggle with poor data and misunderstand the questions different models can answer. But that does not mean trying is a waste of time. So when you hear the next LinkedIn "expert" who probably hasn't built a report in their life, try to tell you your reporting efforts are a waste of time, ignore them and keep at it. #gtmoperations #marketingoperations #revenueoperations  

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Outbound campaign attribution in HubSpot just got a whole lot easier. You name it—from meetings and converted leads to closed won deals. This new capability is part of our “packages” feature, which uses Supered⚡ to deploy fully built lists, workflows, and dashboards straight into your HubSpot portal. It all starts with Smartlead campaign data which is synced with OutboundSync. Here's what's possible... - Funnel Reporting: Track conversion rates at each stage. Whether you’re using a strict vertical funnel or a more flexible horizontal view, you’ll see exactly how many outbound emails convert to closed deals. - Campaign & Rep Performance: View email sending volume, positive reply rates, and track results by individual sales rep. See which campaigns are driving results. - Sales Enablement Insights: Monitor follow-up activity. Are reps calling? Sending LinkedIn messages? Using direct mail? The dashboard captures all follow-up actions thanks to the power of syncing outbound data with HubSpot. - Multi-Touch Attribution: Get a complete view of how outbound efforts impact deals, even if multiple touchpoints are involved. Track pipeline value, deal size, and closed revenue attributed to outbound campaigns. Last month, one user realized they'd exceeded their monthly meeting goal by two. (They booked 52 meetings.) And they'd closed won nearly $19K in September alone. All using this data. I can't wait to share more stories as we roll this out across our user base. What'd I get wrong? What report would you add or remove? PLEASE TELL ME. Because I can't wait to ship v3 of this thing. Stay tuned for how we’re using this setup for lists, workflows, and more.

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Hourly, Fixed, Retainer, Comission, Performance. What's the best pricing model in performance marketing? IMO the worst is hourly and fixed❌ - it has no incentives - you shoot your own leg by beeing smart and automate stuff - only upside: it's easy to calculate % Adspend or Revenue is IMO the best 💹 - scaling often aligns with client success - Smart work is rewarded - Win-Win when scaling - Lower invoicing when off-season (good for clients cash-flow/liquidity) Altough every model has it's pro and cons i think some are just better over a bigger number of accounts and lifetime. #ppc #googleads #sem

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Here’s how we track ad account targets in 3 steps: Step 1: Report + update overarching business metric → aMER target → Target first-purchase ROIC → Based on yesterday, 7-day, and MTD analysis Step 2: Report + update in ad account performance → Per product SKU basis → Looking at conversions/spend → Backing in 7-day click to 28-day Target Step 3: Compare ad account performance with targets Finally, we mesh Step 1 and Step 2 by looking at the performance of the ad account as it ties into your overall business metrics. This helps us stay on track, ensuring you hit performance targets as an overarching business, looking at total ad spend against your aMER target.

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I asked 33 B2B CMOs & Marketing VPs "what are your top 3 biggest challenges right now?" and here's what they said: Top 4 marketing challenges: 1. building more TOF (leads) 2. messy data 3. positioning and messaging 4. high CAC so maybe you think that 3 is causing 1, (many ppl probly do) but IMO, a lack of customer understanding is causing 1 and 3 and even 4 lack of customer understanding is huge especially at startups we think we understand our customers "just enough" we think that getting on sales calls = customer understanding (um, no) to help avoid customer blindness, I always kick off my work w/ clients with voice of customer research 5-10 hour long conversations with customer superfans plus warm prospects plus lapsed buyers if you have them after completing this research and listening to sales calls I create a short deck which includes: - main problem for our target buyer - why do we exist - who are we for - what are we offering them - top unique benefits to the buyer - top unique features of our product - competitors analysis - positioning - messaging I pull in direct quotes from voice of customer conversations to make sure we're not making assumptions and just using words that we like (it's not about us) this foundational work carries over into everything else including your website, brand design, GTM strategy, content, etc. Everything. and it starts with doing the work up front - voice of customer research don't skimp plz don't say you're customer-obsessed when you're really not do this work early to avoid those top challenges above that I'm hearing from dozens of CMOs and Marketing VPs and Marketing Directors (and iterate, especially if you're early stage) as for the messy data challenge, gotta set up your ops correctly early stage bc it only gets worse if you don't what do you think? (if you're a CMO, Marketing VP, Director in B2B plz take 45 sec. to fill out the survey in the comments, more data = more insights, I'm really big into insights if ya haven't noticed) ✌️&❤️️ #marketing #startups #founders

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What if your ICP does not read email? (Woke up today with 25+ replies on a LI campaign) Always remember that outbound is not equal to email. And prospecting on Linkedin: > You do not get OOO > It’s just one more Clay column > Some ICPs do not answer to emails > Some ICPs are super active on LI (ex. sales, HR) And you can easily understand who’s active on Linkedin: 1) From your Clay table use LeadMagic to enrich a Linkedin URL 2) If followers > 500, he’s intentional in building a network, so active 3) Send the LinkedIn URL to the HeyReach Integration Easy right? What are you waiting for to give it a try? 📌 Want my best Clay ideas for a successful career in B2B growth? Sign up for Clay Wizards, my free weekly newsletter. Join 3k+ here: claywizards.com

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CRO ROI: Do the Math Know your numbers before diving into conversion rate optimization. Or before you write it off. Start with your current lead count. Then project what a boost looks like. Example: 100 leads to 300 leads monthly. Same traffic, same spend. Now crunch the numbers: - What's your closing rate? - What's your per-deal profit? - Project it over a year Real-world case: Client saw $540K ROI in first 30 days after CRO tweaks. Your mileage may vary, but the potential's clear. For a lot of businesses, this isn't a luxury. It's leaving serious money on the table if you skip it. Takeaways: 1. Track your current lead numbers 2. Calculate potential lead increase 3. Factor in close rates and deal value 4. Project annual impact Action items: 1. Pull last 3 months of lead data 2. Estimate realistic conversion boost 3. Run the numbers 4. Get moving on CRO Don't let another month slip by. Every day without optimization is cash left behind. DM me for help running some CRO ROI calculations. #mortgage #insurance #realestate #digitalmarketing #leadgeneration #rebeliQ

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Let's bust a common CRO myth: You can copy someone else's "winning formula" & see instant results. The truth: ↳ What works for one site might not work for yours. ↳ Effective CRO is data-driven & unique to your brand. ↳ CRO isn't about implementing random "best practices." So, how do you build a successful CRO strategy? By focusing on these four key areas: 1. Data-Driven Decisions: ↳ Conduct thorough user research. ↳ Implement rigorous A/B testing. ↳ Analyze and interpret your data. ↳ Understand user behavior patterns. 2. User-Centric Design: ↳ Create intuitive navigation. ↳ Communicate a clear value proposition. ↳ Optimize for mobile experiences. ↳ Personalize user journeys. 3. Conversion Funnel Optimization: ↳ Refine your landing pages. ↳ Reduce cart abandonment. ↳ Streamline the checkout process. ↳ Engage users post-purchase. 4. Psychological Triggers: ↳ Leverage social proof. ↳ Use scarcity and urgency wisely. ↳ Build trust with your audience. ↳ Implement reciprocity in your strategy. Remember, it's all about finding what works for your unique audience. Test, analyze, and iterate. Create a CRO strategy that's tailored to your business and customers. Like and repost ♻️ to help other e-commerce professionals. Follow me (Samuel Hess) for more CRO insights.

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