How Mixed-Method UX Research Boosts Experimentation

UX Research

Experimentation is a cornerstone of modern digital strategy, supporting businesses in driving return on investment (ROI) and generative insights on user behavior. 

However, when companies are focused solely on experimentation, they understand what people are doing and how many are doing it. Still, they don’t know why they are doing it, which limits the value and actionability of their experiments. 

For many businesses, incorporating UX Research into their experimentation has been a game changer, allowing them to make decisions with more confidence, answer a broader range of questions, and deepen their understanding of their customers. 

This blog will delve into the benefits of integrating UX research into your experimentation practices. But first, it’s essential to understand a little more about the ideas behind a mixed-methods approach. 

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I’m Steve Armenti, founder of twelfth — a boutique growth agency for B2B SaaS companies. Over the past 16 years, I’ve led growth marketing and demand generation programs for both startups and big names like Google and DigitalOcean. In that time, I’ve worked with dozens of early-stage startups facing the same challenge: how to drive significant growth with limited budgets. Through trial and error, and with my extensive experience, I’ve developed a playbook of inbound strategies that help resource-constrained startups punch above their weight. I’m excited to share these insights with you.

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Picture this: a scrappy team of misfits, led by a guy who wanted to turn B2B marketing on its head, sitting around a virtual table wondering how to make waves in a market full of giants. That’s how Fame was born. And it all started with one simple idea: podcasts are the secret content weapon no one’s fully tapped into yet—especially in the B2B space.

I’m Tom Hunt, the founder of Fame, a podcasting agency that grew from a faint idea to a global force of nearly 80 creative, marketing-loving humans in 13 countries. What began as a mission to help companies use podcasts to build relationships and generate leads has turned into something much bigger. Today, I want to take you behind the scenes of our growth story, showing how Fame scaled from a side hustle to a $3.8M ARR business.

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When it comes to mastering search engine optimization (SEO), the sheer number of courses out there can be overwhelming. But not all are created equal. Finding the best SEO courses recommended by industry leaders and peers is the first step. Finding the right course for you, however, can make all the difference in your journey to ranking higher in search results. 

Whether you’re a beginner looking to grasp the basics or a seasoned professional aiming to fine-tune your strategies, we’ve provided a curated list of courses designed to meet various needs. 

From in-depth technical breakdowns to hands-on training in keyword research, on-page optimization, and link building, these expert-led SEO courses, both free and paid, offer exceptional value. No fluff, just practical knowledge that helps you build sustainable skills—and see real results.

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Back in 2022, our agency struggled to grow.

We were a small team of 7 marketers with big ambitions. But we didn’t land enough new clients to realize our growth goals. In 2022 we only grew by 20% (while we aimed to double in revenue).

However, everything changed when we decided to become famous in our niche. In 2023 and 2024 we managed to double our revenue in both years. And we expect a similar growth rate for 2025.

In this blog, I will take you through our rather simple marketing strategy, and how it propelled our growth, setting us on the course to become one of the leading B2B growth agencies in Europe.

While this case is about the growth of a service company, the same marketing principles apply when growing a SaaS or other B2B proposition.

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So, you’re thinking about launching a podcast. Maybe you’re leading a marketing team at a growth-stage SMB, or you’re just looking for a way to punch above your weight.

The good news is that podcasts are an incredible way to expand your brand’s voice, build authority, and reach new audiences. The bad news? It’s not as easy as hitting record and waiting for the listeners and downloads to roll in.

In this blog I will provide you with a guide that is based on real strategies that have helped SMBs navigate challenges, stretch tight budgets, and hit targets they never thought possible. 

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Getting from zero to meaningful revenue is one of the hardest stages in any company’s life, and for startups, the margin for wasted time or budget is razor thin.

At Lyzr AI, the team grew from $0 to $3 million in Contracted ARR in under 8 months, not by following a textbook, but through relentless experimentation and fast iteration.

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With the rapid expansion of digital marketing channels, marketers have to adapt by broadening their skill sets. While having a single area of expertise was once the norm, in the modern market, the norm simply won’t cut it. As growth expectations increase and budgets shrink, brands lean toward T-shaped marketers. Why? Having a team of 30 specialist marketers on board isn’t just impractical, it’s not strategic either. 

Having a handful of marketers with deep expertise in two or three key areas could significantly increase your return on investment (ROI). Not only does it reduce costs, but having this level of versatility at the core of your marketing team is invaluable. Here why.

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I’ve helped 79 startups build million-dollar marketing engines in the last four years. I’ve been a startup marketer for 20 years, and I’ve helped grow nearly 100 companies from $0 to millions of revenue. Not because I’m such a genius marketer, but because there’s a system that can take any new product, feature, or startup from $0 to $1MM+ in revenue dependably.

And I’ll share it with you in this blog.

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