Arun Sivashankaran, founder of FunnelEnvy, breaks down all things optimization for Demand Gen. What to measure, where to focus, and where not to focus.

1:13 What makes Demand Gen different from other types of websites

3:48 Quantity vs quality when optimizing for leads vs revenue

6:05 Measuring what matters will change the nature of the experiments you run 🤯

9:48 3 types of changes that drive the most results

17:53 3 common sense buyer journey stages

20:19 Where to start, and how to evaluate your top of funnel offers

23:58 Personalization ... or website retargeting 😎

30:45 The meaning of "friction" in a B2B Demand Gen context

Find Arun here: https://www.funnelenvy.com/