The Funnel Podcast with Fexingo: Top of Funnel, Middle, and Bottom Conversion Strategy

In this episode of The Funnel Podcast, Lucas and Luna dive into a specific case study: how a B2B SaaS company increased demo request conversions by 27 percent simply by changing the call-to-action button copy from 'Get a Demo' to 'See How It Works'. They break down the psychology behind action-oriented vs. benefit-oriented copy, the A/B test setup, and the surprising results across different audie...

In this episode, Lucas and Luna dive into a pivotal A/B test that reshaped their understanding of the marketing funnel. They discuss a specific case where a B2B SaaS company tested two different CTAs at the bottom of a whitepaper download page. The test results were surprising: the CTA that focused on 'learn more' outperformed the 'request demo' CTA by 47 percent in terms of trial signups, even th...

Episode 28 of The Funnel Podcast digs into a specific mid-funnel conversion lever: the abandoned-trial email sequence. Lucas and Luna walk through a real B2B SaaS example — a team collaboration platform that saw 68 percent of free-trial users sign up but never invite a teammate. Instead of broad-blast retargeting, they built a three-email sequence triggered 24 hours after a stalled trial. The firs...

Episode 27 of The Funnel Podcast dives into a hidden conversion killer: the contact form itself. Lucas and Luna examine a B2B software company that moved its standard 'Contact Us' form from page 10 to page 15 of fields, increasing conversion by 127 percent — not by adding anything, but by cutting. They trace the psychology of cognitive load, the trade-off between lead quality and quantity, and why...

Most B2B blogs generate traffic but fail to convert. Lucas and Luna examine why — and what to do about it. They break down the specific mistakes that turn blog readers into bouncers: weak calls to action, missing lead magnets, and content that informs but never asks for the next step. Using a real example from a mid-market SaaS company that revamped its blog strategy and saw a 34 percent lift in d...

Episode 25 of The Funnel Podcast examines a specific conversion optimization case: a B2B SaaS company that increased email list signups by 43% just by changing when its exit-intent popup appeared. Lucas and Luna break down the psychology behind the timing shift, why showing the popup too early or too late backfires, and the exact data the company used to find the sweet spot. They also discuss how...

Episode 24 of The Funnel Podcast digs into a quietly devastating marketing problem: shared ad platform pixels. When multiple advertisers use the same tracking tools on the same page, platforms like Meta and Google can cross-reference user data—effectively feeding your retargeting audiences to competitors. Lucas walks through how a mid-market DTC brand discovered that its $80,000 monthly Meta spend...

Lucas and Luna dive into a specific email marketing failure: how a $200 million B2B SaaS company saw open rates drop by 40 percent after A/B testing 47 subject lines with no statistical significance. They break down the common mistake of treating subject lines as creative copy rather than behavioral triggers, using real data from a 2025 study by the Email Research Group. Lucas explains why 'the be...

In this episode of The Funnel Podcast, Lucas and Luna dig into a problem that quietly destroys campaign performance: ad creative fatigue. It's not the audience getting tired of your brand, it's the algorithm getting tired of showing the same creative. They break down the specific metric to watch, why frequency alone is a lagging indicator, and how one DTC brand cut CPA by 34 percent simply by rota...

With third-party cookies crumbling, marketers are scrambling for alternatives. But first-party data isn't just a compliance fix—it's a performance lever. Lucas and Luna dig into one B2C brand that rebuilt its entire funnel around zero-party and first-party signals, cutting customer acquisition cost by 35 percent while lifting conversion rates. They discuss the difference between explicit preferenc...

In this episode of The Funnel Podcast, Lucas and Luna explore how a B2B SaaS company used a zero-party data quiz to slash customer acquisition costs by 30 percent. They break down the mechanics behind the quiz—why it worked better than traditional lead magnets, how it prequalified leads, and the surprising impact on sales velocity. Lucas shares specific numbers from a case study involving a mid-ma...

Episode 19 of The Funnel Podcast digs into one specific, high-impact marketing lever: the landing page headline. Lucas and Luna walk through a real case from a B2B SaaS company that boosted conversions by 34% with a single headline change — swapping benefit-driven copy for a clarity-first approach. They break down the psychology behind why vague taglines fail, the 'One-Sentence Test' every headlin...

Most marketers obsess over the top of the funnel, but Lucas and Luna dig into a counterintuitive insight from a 2025 B2B pilot by Gartner: leads who enter mid-funnel through a competitor's content — or even bounce from your own earlier touchpoints — convert at 2.3 times the rate of top-of-funnel inbounds. Using a real example from a cybersecurity firm's 'lost leads' re-engagement campaign that gen...

Lucas and Luna dive into a specific audience segmentation failure at a real B2B SaaS company that was wasting 40% of its marketing budget on the wrong people. They walk through how the company rebuilt its ICP model using behavioral data instead of firmographics, and the surprising metric that revealed the mistake. Specific numbers: 32% lift in SQL-to-opportunity rate after resegmenting. Practical...

Lucas and Luna investigate how retargeting campaigns waste marketing dollars by showing ads to people who've already converted or are never going to convert. They examine a case study from a DTC beauty brand that slashed retargeting spend by 40% without losing revenue, and break down the 'last-click fallacy' that keeps underperforming pixel-based strategies alive. Listeners learn why frequency cap...

Lucas and Luna dissect the mechanics behind Evernote's legendary referral program, which drove 4 million new users in a single year while reducing marketing spend. They break down why the dual-sided incentive structure (free storage for both referrer and referee) created a viral loop that outperformed paid channels by over 3x on ROI. The episode also explores the psychological triggers—reciprocity...

Episode 14 of The Funnel Podcast digs into one specific landing page change that slashed customer acquisition cost for a B2B SaaS company. Lucas and Luna walk through the exact form field reduction that improved conversion rates by 40% and cut cost per lead from $120 to $60. They discuss the psychology behind form friction, why asking for a phone number can kill conversions, and how A/B testing re...

In this episode of The Funnel Podcast, Lucas and Luna dive into the story of a B2B SaaS company that slashed its customer acquisition cost by 50% with a single landing page change. They break down the before-and-after: a generic feature-driven page versus a specific, outcome-focused value proposition. The hosts discuss the psychology of cognitive load, the importance of matching landing page copy...

Lucas and Luna drill into a specific case: how a B2B SaaS company (around $20M ARR) cut customer acquisition cost by half — not with a bigger budget, but by redesigning one landing page. They walk through the exact before-and-after: the old page had seven form fields, a generic hero image, and no social proof above the fold. The new page had three fields, a customer testimonial video, and a specif...

Lucas and Luna break down the true cost of lead generation by examining a real-world case: a B2B SaaS company that slashed its $5 million paid-lead budget to zero and replaced it with a community-first model. They walk through the math—cost per lead, cost per qualified opportunity, and the hidden overhead of sales follow-up—and explain why many teams are questioning whether paid lead gen still wor...

Lucas and Luna break down why most podcast advertising dollars are wasted on top-of-funnel awareness campaigns and how smart marketers are flipping the script to target the middle and bottom of the funnel instead. They dig into a case study from a DTC mattress company that shifted 70% of its podcast ad budget from CPM-based reach buys to promo-code-driven direct response, cutting customer acquisit...

Lucas and Luna dive into content syndication—the paid distribution strategy beloved by B2B marketers—and explain why most syndication partnerships quietly destroy ROI. Lucas breaks down a real case from a $50 million B2B SaaS company that poured $200,000 into syndication and saw zero pipeline-influenced conversions. They walk through the three specific failure modes: ghost leads that never open em...

Episode 8 of The Funnel Podcast digs into the hidden cost of ignoring LinkedIn ads. Lucas and Luna break down the specific mechanics behind LinkedIn's rising CPMs, the network effect that gives early adopters a 2.5x lower cost-per-conversion, and why most B2B teams waste budget on the wrong targeting. Using real anonymized data from a 2025 campaign run by a mid-market SaaS company, they reveal how...

Lucas and Luna argue that the most undervalued marketing asset isn't a tool or a channel — it's your brand voice. Lucas opens with a specific benchmark: companies with a distinct, consistent voice see 33% lower cost-per-lead on average, citing a 2025 Demand Metric study. They unpack why voice cuts through noise, using Liquid Death (the canned-water brand) as a durable case study — how its irrevere...

Lucas and Luna dive into the data behind cart recovery. They compare email-only recovery rates with email-plus-SMS sequences, citing a 2025 Klaviyo benchmark showing SMS adds 18 percentage points to recovery. They walk through a real mid-market apparel brand's funnel — 12% recovery via email alone, 30% when SMS was layered in at hour 2. They debate whether the lift comes from channel novelty or ge...