#18 – Conversion rate optimisation 101 for B2B SaaS (with Michelle Teo @ Demand Conversions)

Up next, a conversation with Michelle Teo, who helps B2B SaaS companies improve their conversion rates. With a strong focus on high-stakes decision-making, Michelle brings a unique perspective to conversion rate optimisation (CRO). We explored big-picture strategies, practical applications, and actionable insights.

How do you get the right data for CRO? What does an effective funnel audit look like? How do you balance assumptions with data? And what role does AI play in shaping B2B SaaS growth? Founders and marketers, this episode is a gold mine, especially as you plan for next year’s budgets.

I've learned that:

• Understanding the customer journey is vital – mapping it out helps identify key touchpoints to optimise for better engagement and conversions.
• Effective messaging drives action – clear, customer-focused messaging resonates and inspires confidence in potential buyers.
• CRO should match your business stage – aligning strategies with maturity ensures maximum impact and ROI.
• Unit economics guide growth – knowing your financial levers helps scale profitably and sustainably.
• AI is transforming CRO – while promising, it demands thoughtful integration to maintain trust and value.

• Networking builds careers – relationships expand reach and unlock new opportunities.
• Partnerships need nurturing – investing in long-term collaboration amplifies impact but requires ongoing attention.

In this episode, we cover:

• 24:04 - Understanding Conversion Rate Optimisation
• 33:16 - Differentiating B2B and E-commerce CRO Strategies
• 40:32 - Tailoring Websites for Diverse Customer Segments
• 45:47 - The Role of Data in CRO Decision-Making
• 56:40 - Balancing Assumptions and Data in CRO
• 01:01:55 - Navigating Product Messaging Challenges
• 01:07:49 - Leveraging Partnerships for Growth
• 01:17:58 - The Future of AI in B2B SaaS

Listen to this episode on:

• Spotify: https://open.spotify.com/episode/2Ca0RcwLnm2Z9eFq4kle9t
• Apple: https://podcasts.apple.com/fr/podcast/18-conversion-rate-optimisation-101-for-b2b-saas-with/id1524693328?i=1000678806732&l=en-GB
• YouTube: https://youtu.be/Ud7lmNpl0cQ
• NerdCow: https://nerdcow.co.uk/podcasts/conversion-rate-optimisation-b2b-saas/

Where to find Michelle Teo:

• LinkedIn: https://www.linkedin.com/in/michellecarolineteo/
• Website: https://www.demandconversion.com/

Where to find me:

• LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
• Website: https://nerdcow.co.uk/
• Newsletter: https://webabunga.com/

Thanks!

conversion rate optimisation, startup lessons, productivity, networking, cultural differences, Conversion Rate Optimisation, B2B, E-commerce, Customer Journey, Sales Cycle, Data Analysis, ICP, Website Optimisation, Marketing Stra