Understanding convergence  B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.  However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.  Source: White Paper: The evolution of the B2B Consumer Buyer (Client ..read more

Before diving in to all things editorial guidelines, a quick introduction. I head up the content team here at Optimizely. I'm responsible for developing our content strategy and ensuring this aligns to our key business goals. Here I'll take you through the process we used to create new editorial guidelines; things that worked well and tackle some of the challenges that come with any good multi - stakeholder project, share some examples and leave you with a template you can use to set your own content standards. What are editorial guidelines? Editorial guidelines are a set of standards for any ..read more

Experimentation can be pretty…well, testing at times. Downsized teams, restricted budgets, lack of buy-in, or a misguided focus on win rates (which, by the way, are always low – read on to see why that shouldn’t concern you).  So, how do you actually go about scaling an experimentation program? The process starts with choosing the right experimentation metrics.   Metrics are everywhere, but do they really impact business outcomes?   Yes – because metrics are all about measuring success. As a practitioner, you need to decide what really matters, what you're trying to achieve ..read more

When you go out there to build a product, you want people to use it. As per userpilot, only 17% of users actually use the SaaS products they’re given. Fewer people using your product means they'll miss out on seeing the value of your product and are unlikely to renew their subscription.  So, building a great product and finding the market fit is essential in any product development lifecycle. Still, understanding potential users, getting deeper insights from customer data, and building prototypes — all take more time than the market is willing to offer you. Products often go out with ..read more

How do you deliver value at every stage of the customer journey?    It’s the single most important goal held by almost everyone from marketing to sales to engineering to data teams.    Even with a solid customer journey map, delivering that value -- much less connecting it directly to the everyday work that happens on the ground -- is easier said than done. Unless you’re the team at DocuSign. DocuSign’s teams (with hundreds of individual contributors) tie customer value to every single change they make across their marketing and product strategies and deliverables. By doing ..read more

When you go out there to build a product, you want people to use it. As per userpilot, only 17% of users actually use the SaaS products they’re given. Fewer people using your product means they'll miss out on seeing the value of your product and are unlikely to renew their subscription.  So, building a great product and finding the market fit is essential in any product development lifecycle. Still, understanding potential users, getting deeper insights, and building prototypes — all take more time than the market is willing to offer you. Products often go out without much testing or ..read more

Businesses leverage the wealth of customer data within Optimizely Data Platform in a variety of ways to enhance the customer experience. Through the web experience, marketers seek to engage specific customer groups by gathering insights and offering tailored promotions or offers. Customers react most positively to these calls to action when they align with their interests and are presented at just the right time Optimizely recently introduced the ability to use real-time segmentation with web campaigns in Optimizely Data Platform. This empowers marketers to personalize interactions and establi ..read more

In February 2020, Zoom had millions of weekly visitors to their site, all of whom were coming to Zoom.us to do a handful of activities. Flashforward a month later to March, and Zoom’s traffic spiked to tens of millions of visitors every week. Those visitors arrived to not only use Zoom for a couple of work calls per week, but to entirely reinvent how they interacted with colleagues, partners, teachers, students, and even friends and family.    Zoom used this opportunity to transform its users’ experience into incredible growth and customer happiness across geographies and verticals ..read more

It’s the second week of January and although it’s a new year, I’m still the same old me. Back at work, I’ve got new enthusiasm powered by an endless stream of holiday treats that came across my plate in December, but I can already see the bright shiny content strategy I dreamed up in November slipping away.  Sure, I’ll execute on the big stuff; those pillar posts will happen, for sure, and I’ll refresh some key pieces of content so they don’t fully atrophy. But the fun stuff that makes me love content marketing and pushes me professionally? It’s already disappearing in a sea of new priori ..read more

The technology space is pretty obsessed with preventing code defects from getting to production. We take great pains to make sure that a mistake doesn't make it from the developer's fingertips all the way through to the product system. There's an entire field called DevOps (short for "development operations"). This is something like a $5 billion industry. There are entire market segments filled with companies that tightly control the movement and testing of code. Search for "DevOps diagram" sometime. You'll be amazed at what you find—detailed schematics showing exactly how code should be copie ..read more