36 avsnitt

Conversations with interesting people across the digital marketing spectrum about all things experimentation.

From A to B Shiva Manjunath

    • Näringsliv

Conversations with interesting people across the digital marketing spectrum about all things experimentation.

    UX Principles: Useful? Or Useless? ft. Erin Weigel

    UX Principles: Useful? Or Useless? ft. Erin Weigel

    Erin "All She Does Is Win" Weigel joined Shiva to discuss UX principles / UX patterns, and how close they can be to supposed "best practices." Erin gave some pretty helpful tips on how to properly extrapolate UX patterns, and where they have downsides, but how you can still use them properly to optimize user experiences.



    Erin doesn't like playing by ANYBODY'S rules... so be forewarned. Vibes were immaculate in this one.



    Timestamps:

    00:00 Start of Episode
    7:25 "Patterns" Can Stifle Innovation In Many Cases
    11:18 What is "Simple" Can Be Subjective
    17:04 Erin Explains the Hierarchy of Evidence (And Why 'Best Practices' Are the Lowest Form of Quality)
    27:34 Good UX Is Only Determined By Your Users (Not Anyone Else)
    35:20 Shit You Should Know (Listener Question!): Sam Barber




    Go follow Erin on LinkedIn (https://www.linkedin.com/in/erindoesthings/ ) - and go buy her book (https://erindoesthings.com/design-for-impact/)


    If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured like the OG Certified Homie Sam Barber!

    • 44 min
    What Can CROs Do About Politics ft. Gerda Vogt-Thomas

    What Can CROs Do About Politics ft. Gerda Vogt-Thomas

    Gerda "The Koala" Vogt-Thomas joined Shiva to discuss a number of things related to politics in CRO and experimentation. A number of politic-related things are discussed, including in-house vs. agency-side politicking, and even removing "emotion" from the decision-making process to help get more buy in / reduce your own personal stress in CRO.



    Also, Shiva somehow comes up with an analogy that CRO is like Jenga... and it low-key kinda works?



    Timestamps:

    00:00 Start of Episode
    2:26 Gerda's background and journey to Koalatative
    7:46 Differences in politics between in-house vs. agency
    19:07 All stakeholders are babies, and we should treat them as such
    27:54 Shit You Should Know: Hristian Kambourov




    Go follow Gerda on LinkedIn (https://www.linkedin.com/in/gerda-vogt-thomas/) - and check out her company, Koalatative (https://koalatative.com/)



    And go check out Hristian Kambourov's post: https://tinyurl.com/FromAtoB-Hristian

    • 36 min
    Are CROs Just Growth Marketers? ft. Tara Robertson

    Are CROs Just Growth Marketers? ft. Tara Robertson

    Are CROs secretly just growth marketers? Maybe... but how do they work better with growth marketers? Shiva decided to understand this better by talking to marketing expert, and head of Demand Gen at Chili Piper, Tara "Ice Spice" Robertson.

    In this episode, we discuss some pretty tactical activities on what makes Growth Marketers tick, and what things they care about (or don't care about). In addition, we look at things that are important to them, and how CROs can work better to solve their problems and create lasting, and fruitful, relationships with demand gen marketers. Plus, Tara shares maybe the worst test idea Shiva's ever heard of.
    This was a banger episode.



    Timestamps:

    00:00 Start of Episode
    3:25 Tara's experience with CROs
    11:06 Growth Marketer's perception of CROs
    13:09 How to build trust with Growth Marketers
    24:22 The worst test idea ever
    28:33 Shit You Should Know: Emily Kramer




    Go follow Tara on LinkedIn (https://www.linkedin.com/in/taraarobertson/) - she posts A+++ content!



    And go check out Emily Kramer's post: https://tinyurl.com/FromAtoB-Emily

    • 35 min
    Are SEOs and CROs Mortal Enemies? ft. Sam "The SEO Guy" Dunning

    Are SEOs and CROs Mortal Enemies? ft. Sam "The SEO Guy" Dunning

    Sam "The SEO Guy" and Shiva Manjunath discuss all things SEO and content in this episode of From A to B. Why is it that SEOs and CROs are fighting for resources... when in reality, they should be SHARING resources under a shared goal! In addition, they discuss things why page intent matters, and how CROs should be focused on this just as much as SEOs.



    Timestamps:

    00:00 Show Kickoff
    3:37 SEO and CRO Overlap
    10:37 Search Intent and Page Purpose
    18:10 Why Do SEOs and CROs Hate Eachother
    24:15 Tips on SEO/CRO Collaborating
    34:12 AI and SEO - Do They Play Nicely?




    Go check out everything Sam does on his website, (https://www.breakingb2b.com/) and go check out his podcast (https://open.spotify.com/show/1rJ7NqYMMsULgeIN9rjdG0)

    • 39 min
    Scaling Low Maturity CRO Programs ft. Stewart “The GOAT” Ehoff

    Scaling Low Maturity CRO Programs ft. Stewart “The GOAT” Ehoff

    In this episode of 'From A to B,' Shiva Manjunath and Stewart “The GOAT” Ehoff discuss how hard as hell it is to build CRO programs from scratch. They delve into the challenges faced by organizations at various stages, from initiating the first test to scaling up to 30 tests and beyond. They explore factors like company culture, data infrastructure, trust in the program, and resource allocation.

    Timestamps:

    00:00 Show Kickoff
    06:36 Community Insights on Experimentation Challenges
    18:18 The Reality of Experimentation in Different Company Sizes
    22:18 The Challenge of Establishing a Culture of Experimentation
    23:38 Debating the Hardest Part of Experimentation: From 0 to 1 vs. Scaling Beyond
    29:33 Building Trust and Overcoming Cultural Barriers in Experimentation
    39:47 Tactical Advice for Removing Roadblocks in Experimentation


    Major shoutout to the CRO community for providing their thoughts on this topic:

    Eddie Aguilar, Ton Wesseling, Slobodan Manic, Kelly Wortham, Merrit Aho, Kelly Sable, Jenn Kunz, Will Feng, Mariana Bonanomi


    Make sure you’re following all of them on LinkedIn, including Stewart!!!

    • 47 min
    CROs Aren't Using Video Content Effectively ft. Finn McKenty

    CROs Aren't Using Video Content Effectively ft. Finn McKenty

    Shiva hosts "Kingpin" Finn McKenty, a YouTuber with over 700,000 subscribers and 120 million views, to discuss the effective use of video in website optimization. Finn has extensive experience in product, but also knows how to geek it up with other CROers. Finn and Shiva discuss a number of topics, including how to track video success/quality on website, in addition to actually utilizing video properly.





    (00:00) Episode Start



    (5:35) What KPIs should we look at to determine video quality?

    (11:54) Video wrappers need to do a better job of 'setting expectations' to improve their success

    (19:11) Why can't B2B companies actually have fun in their marketing?

    (28:10) Shit You Need to Know (Saeed K. )





    Go check out Finn's website here to get in contact with : https://www.finnmckenty.com/





    And go check out Saeed K.'s post here:
    https://tinyurl.com/FromAtoBSaeed

    • 34 min

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