Key Insights from the Big Conversion Meet-Up 2025
On March 20, 2025, the team at 247 Commerce attended the Big Conversion Meetup at Everyman Cinema in Kings Cross, hosted in partnership with SALESmanago. This exciting event brought together industry leaders to share actionable insights into personalization, channel effectiveness, and strategies for optimizing conversions. Here’s a summary of what we learned and how these takeaways can be applied to help businesses thrive in today’s competitive digital landscape.
Why Personalisation is Non-Negotiable
Greg Landon from Leadoo kicked off the event with a thought-provoking session on personalization. Did you know that 67% of customers report frustration when personalization is missing? Personalization is no longer a “nice to have”—it’s critical for driving engagement and revenue. Fast-growing organizations are already leveraging personalization to generate 40% additional revenue. For businesses, this means investing in data-driven tools to deliver tailored experiences.
The 3R Framework: Focused Channel Strategies
Adam Blundell from EGW highlighted the importance of narrowing focus with the 3R Framework for channel effectiveness:
- Relevance: Are your target audiences active on this channel?
- Reach: Can this channel scale effectively without overspending?
- Return: Is this channel delivering measurable ROI?
Rather than spreading resources thinly across too many platforms, Adam advised doubling down on what works and scaling only when the core strategy is strong. For example, EGW successfully doubled their eCommerce revenue in just one year by cutting back on irrelevant channels and focusing on audience-driven strategies.
Reviving the Conversation Around MQLs
Emma Davies and Ruta Sudmantaite, hosts of the “Blame It On Marketing” podcast, tackled the changing landscape of MQLs (Marketing Qualified Leads). They emphasized that MQLs are not dead, but their quality is often diluted when businesses lower thresholds for qualification. To fix this, businesses need:
- Dynamic lead scoring: Regularly updating lead scores based on customer engagement.
- Personalized outreach: Ensuring sales teams are trained to connect meaningfully with qualified leads.
Effective collaboration between marketing and sales is key to nurturing leads and moving them through the funnel.
It’s About the Journey, Not Just the Destination
Matt Kaye from Kanary Digital reminded us that the customer journey is as important as the end goal. Buyers are increasingly self-reliant, with 70%+ of their decision-making process completed before engaging with suppliers. Businesses must:
- Create compelling business cases.
- Build multi-channel approaches.
- Focus on high-quality content and thought leadership.
Kanary Digital’s example of using career journeys in top-of-funnel content resulted in a 230% increase in brand reach year-over-year and over £500,000 in revenue. Thoughtful, high-value engagement clearly pays off.
The Power of Copywriting to Increase Conversions
Simran Kabotra from Footprint Digital shared a game-changing framework for improving conversions: the MECLABS conversion heuristic formula. This formula identifies key factors like user motivation, value proposition, and friction points.
Businesses must:
- Clarify why their product is worth buying.
- Reduce friction and address user objections.
- Deliver the right message at the right time.
Simran also highlighted Robert Cialdini’s six principles of persuasion—such as reciprocity, social proof, and scarcity—to craft more compelling messages that drive action.
Scaling with Personalization and Alignment
Jody Clark from SALESmanago closed the event with insights into scaling businesses from $60M to $150M using Account-Based Marketing (ABM). The key takeaways:
- Trust and alignment between marketing and sales is critical.
- Operational excellence in technology and data paves the way for growth.
- Personalized outreach is essential—78% of B2B buyers expect tailored communication.
Next Steps for 247 Commerce
The Big Conversion Meetup provided invaluable insights that we plan to apply directly to our own strategies. Here’s what’s on our to-do list:
- Develop a plan to implement the 3R Framework for channel optimization.
- Incorporate the MECLABS conversion heuristic formula into our website strategy.
- Build a platform comparison tool for our website to better serve potential clients.
- Increase transparency by showcasing case studies and pricing information.
- Personalize our website experience to guide visitors intuitively to the information they need.
We’re excited to take these ideas forward and continue delivering exceptional results for our clients. Stay tuned for updates on how we’re putting these strategies into action!
At 247 Commerce, we’re always looking for ways to innovate and improve—both for ourselves and for our clients. The Big Conversion Meetup reinforced the importance of personalization, focus, and collaboration in achieving business success. What strategies are you implementing in your business this year? Let’s start a conversation!
