What's the single most important piece of digital infrastructure a business has? The answer is obvious, right? The website. The plot of land with a flag planted on it that says "This is who we are". It dictates whether a user makes a purchase, becomes a customer, gives up their email, their personal information, etc.
I only ask the obvious question because in recent years we've seen complete neglect. We design a great site to the best of our abilities and then it just sits until a new Marketing executive gets hired, sees conversions on it are bad and decides they need a redesign or a rebrand.
We turn over ad copy and visuals multiple times a week, we massage search campaign data endlessly, adding negatives, splitting ad groups, updating targeting. Why? Because the feedback loop is better. Real results are virtually instantaneous. Reactions to changes are easily measurable.
Your website on the other hand, is dumb, it's a one trick pony with a binary set of results. It doesn't learn, it doesn't get smarter. It exists and it converts or it doesn't. We build landing pages that often end up sending intent driven users straight to our one trick pony with absolutely no information to improve that users experience.
It's borderline insanity that the most important piece of our stack is the biggest detriment to our paid ad channels and absolutely no one seems to care.
So what is adaptive marketing?
Think of it like the ad to page match problem amplified. We already know the intent that brought the user to the site. An ad campaign, a cold email blast, a linkedin message. We know the content we showed them to get them to show up.
That's where the information dies though.
There is no handoff, no intelligence, no handshake between the intent layer and the website. Hubspot famously taught us the power of inbound marketing and what we can do with personalization once we KNOW who we're talking to.
Adaptive Marketing is getting smarter about what we say when we don't know the user. We don't have the users job title, position, email address, lead funnel stage, etc. BUT we do have intent.
That intent is where adaptive marketing begins.
We know the headlines, the top performing keywords, the messaging from the facebook ad. But that's not reflected in the users journey. It might be the headline of the landing page they end up on but it's never optimized, never updated. In a world where we're constantly turning over creative, no one ever touches the landing page once it's built. This is the problem.
What if a user's journey was constantly informed by what got them there? The new ad creative the team pushed automatically matches the messaging across the website when users convert. It's not just a headline on a landing page, it's a constant reminder of what moved them to step into your website and it always leads them back to that original intent.
That's just the beginning though...
What if the entire marketing strategy could learn from your website. The website tests different angles and strategies around these intent markers to see what resonates the most within the context of the channel that got them to click. Is it social pressure? Cost savings? By testing angles the same way our A/B email campaigns and our ad campaigns do, we can improve conversions per channel sure, but the real value is informing our marketing channels of what resonates.
This idea of constant improvement is so much more than just A/B testing and CRO. It's a built-in feedback loop and intelligence layer that makes the entire marketing strategy smarter and more robust.
This is what Foundry was born to solve. The first product in the category that I think will change the way we think about top of funnel conversions and how we react to our users and inform our channels. It's the beginning of a holistic system that brings the power back to the most important asset you have.
We're not here just to make your website intelligent. We're here to empower the entire marketing strategy with what's working at the very end of the journey.
