Why B2B Needs to Embrace Experimentation – Convert.com – Eddie Casado

Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization.

Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator.

Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach.

About Convert.com

Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust.

About Eddie Casado

Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action.

Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games.

Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration.

Time Stamps

00:00:17 - Guest Introduction: Eddie Casado 00:00:43 - Eddie's Career Background 00:03:40 - What Makes Convert.com Unique 00:06:59 - Maturity in MarTech and the Role of AI 00:09:23 - Challenges in B2B vs. B2C Marketing 00:10:35 - The Need for Improved Conversion Rates in B2B 00:14:04 - The Shift in B2B Customer Behavior 00:18:04 - Convert's Marketing Strategy 00:22:32 - The Role of AI in Marketing 00:24:26 - Best Marketing Advice and Career Tips

Quotes

"B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com

"The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com

"I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com

Follow Eddie:

Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/   

Convert.com website: https://www.convert.com/

Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547