Building Predictable Marketing Funnels: A Revenue-Driven Approach to Agile Experimentation
Marketing leaders must move beyond traditional funnel models and embrace a more dynamic, revenue-first mindset. Join Rishi Mallik and Oana Manolache in a discussion on how forward-thinking organizations can develop predictable marketing funnels through continuous experimentation and strategic alignment with revenue goals. They’ll dive into the key principles that enable high-performing teams to rapidly iterate on campaigns, leverage real-time data, and deliver measurable impact across the customer journey. Tune in as they uncover how to stay ahead of the competition by fostering a culture of innovation and positioning marketing as a growth engine. This session will challenge conventional thinking, inspire bold experimentation, and share insights from top industry leaders who are redefining the rules of marketing for the modern era.
In this webinar, Oana, the Founder of Sequel.io, hosts a vibrant discussion with guest speaker Rishi Malik, the Chief Growth Officer of Workato, to uncover the key strategies that are propelling their company’s exponential growth in the realm of tech solutions.
In the conversation, Rishi characterizes Workato’s evolution and dominance in tech solutions for myriad enterprises. He attributes the growth of Workato primarily to a shift from traditional linear marketing funnels to Agile and Scrum methodologies, revolving around rapid testing and iterations.
Malik underlines the urgency of a B2C-styled approach in B2B marketing. His strategy considers the main consumers as individual entities within an enterprise, rather than dealing with the organization as a complete unit. He advocates for dynamic and comprehensive solutions based on internal communication alignment, collaboration, and exponential innovation.
The conversation probes into the flaws of existing marketing funnels, often deemed too linear and ill-fitted to cater to the unpredictable nature of consumer behavior. Rishi sketches an alternative route, suggesting an innovative model that prioritizes understanding user journeys and the diverse factors influencing their purchasing behaviors.
“Agile marketing principles drive continuous growth,” states Malik, elucidating on Workato’s success. Substantiating his statement, he highlights the adoption of rapid experimentation and Scrum systems as game-changers for his organization’s growth.
The discussion veers toward product-led growth and its consequent benefits on an enterprise’s performance. Echoing these thoughts, Rishi underscores the value of swift responses to inbound leads. He believes immediate attention to leads in the first 10 minutes can markedly boost response and conversion rates.
He further elaborates on the product-led growth proposition to benefit both new and existing customers. He explores how the product’s intent signals can trigger outreach from marketing or sales teams, hinting at a future investment into product-led growth and sales. Additionally, Rishi discusses his unique trade show strategy of scheduling immediate meetings instead of delayed follow-ups. He further reveals the incorporation of localized, persona-specific events into the coming year’s marketing strategies.
Consequently, such innovative approaches from leaders like Malik set the tone for a revolution in B2B marketing strategies, steering away from age-old linearity and towards more responsive product-led growth.
