Funnel Optimization
Overview
I take an iterative approach to optimize conversions at every stage of the funnel, driving lead generation, pipeline growth, and revenue. By working closely with Growth, Sales, and Business Development teams, we identify drop-off points in the funnel and address them to turn more visitors into pipeline and customers.
Implemented form shortening to increase conversions by 28%
Challenge:
At Mixmax, although we had a PLG motion, most sales-led opportunities originated from demo requests. On our demo request form, we had the regular contact fields, as well as additional required fields to understand if leads should be disqualified based on their tech stack. We aimed to reduce form abandonment caused by its length.
Solution:
We were already Clearbit customers for enrichment, and I conducted a short pilot of their form-shortening product. Once it was implemented, 4 out of the 7 demo request fields were hidden by default and enriched in real-time, making the form appear shorter. If Clearbit could not find the required data, the fields would be revealed for manual input.
Results:
After a 6 week pilot, the form’s conversion rate increased by 28%.
28%
higher conversion rate
Optimized lead follow-up to increase sales meetings held by 33%
Challenge:
The marketing team was generating a steady increase in SQLs (sales-qualified leads); however, fewer of those leads were successfully attending the sales demos they had requested.
Solution:
I collaborated with the SDR manager to optimize lead follow-up processes and communications. We updated the follow-up sequence, focusing on content, length, and multi-channel steps, including email, phone, and LinkedIn touchpoints. The sequence was also adjusted so it appeared to come directly from the AE, with a link to book a meeting directly on their calendar.
Results:
After one month, the rate of SQLs converting to sales meetings held increased by 33%.
33%
increase in meetings held