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 websites3:48 Quantity vs quality when optimizing for leads vs revenue6:05 Measuring what matters will change the nature of the experiments you run 🤯9:48 3 types of changes that drive the most results17:53 3 common sense buyer journey stages20:19 Where to start, and how to evaluate your top of funnel offers23:58 Personalization ... or website retargeting 😎30:45 The meaning of "friction" in a B2B Demand Gen context

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