Beton × Optimizely

Operationalize Optimizely Data Across Your Stack

Route experiment winners to specific sales sequences and personalize the entire buyer journey.

Experimentation data often dies in the marketing team. Sales doesn't know which leads saw which messaging. Beton stamps every lead with the Optimizely campaigns they interacted with, enabling consistent messaging across the funnel.

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Align Sales with Marketing Experiments

Optimizely helps you find the best message, but that insight needs to flow downstream. When a lead converts, the context of *why* they converted (the specific experiment variation) should follow them into the CRM and sales conversation. Beton makes this automatic.

Mixed Messaging

Marketing tests new messaging, but Sales uses the old pitch. The prospect gets a disjointed experience.

Reporting Blindspots

You can't easily segment your CRM reports by 'Which landing page variation generated this deal?'.

Manual Segmentation

Personalizing email follow-ups based on site behavior requires manual list splitting.

Why Connect Optimizely to Beton

Beton allows you to run full-funnel experiments. It ensures that the hypothesis you test on the website is validated through the entire sales cycle, giving you true insight into what drives value.

Beton is an open-source Clay.com alternative that orchestrates 100+ enrichment providers in one flow, including Optimizely.

Instead of wiring Optimizely directly into dozens of forms and scripts, you plug it into Beton once, define rules, fallbacks, and mapping, and send clean data into your CRM or warehouse.

Run Beton in the cloud or self-host it as a Docker container under MIT license, keep your Optimizely usage compliant, and avoid vendor lock-in.

How Beton works

Connect once, orchestrate everywhere. Beton handles the wiring so GTM teams focus on targeting, not glue code.

1

Link Optimizely

Integrate Optimizely with Beton to capture experiment exposure events.

2

Set Logic

Define rules: 'If user saw Variation B, update CRM field Lead Source Detail to Variation B'.

3

Trigger Actions

Trigger specific workflows in your marketing automation tool based on these experiment tags.

4

Equip Sales

Sales reps see the experiment history right in the contact record, allowing for a smoother handoff.

Concrete ways GTM teams combine Beton and Optimizely.

Smart Routing

If a user converted on a 'Enterprise Focus' variation, route them directly to the Enterprise Sales team instead of the general pool.

Consistent Email Copy

Ensure the welcome email matches the landing page offer. Beton syncs the variation ID to your email tool to trigger the matching template.

Long-term Analysis

Run long-term cohort analysis in your data warehouse to see if certain experiments lead to higher LTV customers.

Optimizely Integration FAQ

How does Beton work with Optimizely?
Beton acts as a connector, passing Optimizely experiment data to your downstream tools.
Can I personalize follow-ups?
Yes. Route leads from different variations to different email sequences to match the messaging.
Why is this important?
It ensures a consistent experience. If they saw 'Pricing A' on site, they get 'Pricing A' in email.
What CRMs are supported?
Any CRM that Beton supports (Salesforce, HubSpot, Pipedrive, etc.).
Who needs this?
Demand Gen teams use it to align sales and marketing messaging.

Start enriching leads in minutes

Spin up Beton in the cloud or self-host it, connect Optimizely, and start shipping enriched leads straight into your CRM.

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X (Twitter): @stochasticmacaw
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LinkedIn: Vlad Nadymov
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