AXO for b2b & saas.

Post-click + inbound personalization

Every visitor lands on a page tuned to how they arrived and what they're doing in the first few seconds.

A pricing-page visitor from a sales email sees an enterprise comparison + customer logos in their tier; a docs-page visitor from organic sees "talk to an engineer" instead of "talk to sales."

Why it matters: Buying committees touch your site differently than evaluators. Same page should react.

• Anonymous behavioral signals · Data collection
  Click depth, scroll velocity + depth, dwell, hover, pause, tab-switch, cadence — collected without requiring identity.
• UTM + referrer + device context · Data collection
  Every event carries the channel, referrer, viewport, and device class for downstream targeting.
• Per-vertical default segment packs · Audience segmentation
  6+ segments seeded per industry — Deliberator / Comparison Shopper / Gifter for retail; Donor Ready / Lapsed for fundraising; etc.
• Zone-based authoring · Site personalization
  Any DOM element with [data-vt-zone] becomes an addressable surface. Visual + crawler-driven discovery.
• 9 variant types · Site personalization
  copy_swap, hero_swap, overlay, lightbox, banner, badge, product_reco, lead_form, move_object, plus donation_form for fundraising.
• CRM-attribute-driven segments · Audience segmentation
  When a CRM is connected, segments can key off lifetime value, last gift, plan tier, etc.

Behavioral audience discovery

Anonymous clickstream surfaces real shopper cohorts without a CDP team or an audience-builder UI.

AXO surfaces Pricing Dwellers, Docs Divers, Champion Researchers — addressable in the variant editor next to whatever segments your CDP already maintains.

Why it matters: B2B audiences are small and high-value. Misclassifying a champion as a tire-kicker is expensive.

• Per-vertical default segment packs · Audience segmentation
  6+ segments seeded per industry — Deliberator / Comparison Shopper / Gifter for retail; Donor Ready / Lapsed for fundraising; etc.
• No-code custom segment builder · Audience segmentation
  Composable predicates: event_occurred, page_viewed, utm_matched, propensity, feature_anomaly, lifecycle, affinity.
• Hidden-persona ML clustering · Audience segmentation
  Surfaces audience cohorts the operator didn't pre-define, with stability + lift validation.
• CRM-attribute-driven segments · Audience segmentation
  When a CRM is connected, segments can key off lifetime value, last gift, plan tier, etc.
• Audience lens in the variant editor · Audience segmentation
  Author variants directly against named segments + see provenance badges (which signal sourced each match).

Journey + message orchestration

Cart-abandonment, browse-abandonment, win-back, lifecycle messages — fire through the ESP / SMS / ad-platform you already use.

Demo form started but not finished → 24h Customer.io email tuned to whether they hit the enterprise tier; pricing-page visit + no demo in 7d → LinkedIn audience for paid retargeting.

Why it matters: Long sales cycles need many nudges. Eligibility-gated triggers prevent the spam-cannon failure mode.

• Trigger engine · Journey + message orchestration
  Composable eligibility (segment + UTM + behavior, all_of / any_of) → render an action or fire to a destination.
• Abandonment templates pre-baked · Journey + message orchestration
  Cart, browse, form, donation, demo-request templates ready to clone per destination.
• Email/SMS destinations · Email + SMS destinations
  Klaviyo, Braze, Customer.io, Resend, SendGrid, Postmark, Mailchimp, Twilio (SMS), Intercom, SFMC, Emarsys.
• Ad-platform server-side CAPI · Ad platforms
  Meta, Google Ads, GA4 MP, TikTok, Pinterest, Reddit, LinkedIn — server-side conversion API for iOS-14-safe attribution.
• Composable eligibility predicates · Journey + message orchestration
  segment_member + utm_matched + event_occurred + visitor_lifecycle + propensity, AND/OR composable.
• CRM destinations · CRM + commerce
  Salesforce, HubSpot, Intercom — push profile updates + activity, read CRM attributes back.

Ad-platform retargeting + CAPI measurement

Server-side conversion events for iOS-14-safe attribution. Build retargeting lists from behavior. Suppress converters from spend.

Pricing-page dwellers + docs-page returners flow into a LinkedIn audience for ABM retargeting; demo-requesters get suppressed from acquisition spend; demo-completers flow to Google for lookalike modeling.

Why it matters: B2B CACs are high. Spending an extra impression on someone already in your pipeline is wasted budget.

• Ad-platform server-side CAPI · Ad platforms
  Meta, Google Ads, GA4 MP, TikTok, Pinterest, Reddit, LinkedIn — server-side conversion API for iOS-14-safe attribution.
• Behavior → ad-platform audience export · Ad platforms
  Push behaviorally-built segments to Meta Custom Audiences, Google Customer Match, LinkedIn audiences.
• CRM destinations · CRM + commerce
  Salesforce, HubSpot, Intercom — push profile updates + activity, read CRM attributes back.
• Trigger engine · Journey + message orchestration
  Composable eligibility (segment + UTM + behavior, all_of / any_of) → render an action or fire to a destination.

Holdout-proven incremental lift

A 10% control group runs against every change, always on. Causal attribution, not correlation.

Pricing-page variant tested against an always-on holdout reads "+11.4% demo-request rate from Champion Researchers, n=2,847, 87% confidence."

Why it matters: B2B sample sizes are small. A real control group beats a year-later attribution argument.

• 10% always-on holdout · Measurement
  Live control group on every change. Real incremental lift, not asserted lift.
• Lift attribution per variant + per segment · Measurement
  Causal attribution scoped to the specific variant + the specific cohort it served — not site-wide proxies.
• AI Scorecard · Measurement
  Plain-language "is the AI working?" verdict for a non-technical reader. Holdout vs. personalized side-by-side.
• Conversion funnel by segment · Measurement
  Per-segment funnel view — where each cohort drops off, where they don't.

Agentic creative + ops

Drive AXO from natural language — in-app via the AXO Assistant or externally via Claude / Cursor / ChatGPT / VS Code through MCP.

"Audit our pricing-page variants for compliance copy — flag anything that mentions guaranteed outcomes." Claude pulls the variants via MCP, runs the audit, posts findings back into the AXO dashboard.

Why it matters: B2B copy review is high-stakes (legal/compliance). The audit trail is non-optional.

• AXO Assistant (in-app) · AI + agentic
  Chat-based agent that drives AXO from natural language. Reads your data, takes actions, asks for confirmation on writes.
• MCP server · AI + agentic
  Connect Claude, Cursor, ChatGPT, VS Code, or any MCP-compatible tool. Same toolset as the in-app assistant.
• AI-drafted variant copy · AI + agentic
  Brand-voice guardrails + active-campaign context baked in. Drafts go through human review before publishing.
• AI provenance audit trail · AI + agentic
  Every AI generation logs the prompt, brand voice, active brief, model, and DAM provenance. Compliance-grade.

First-party data activation

Profile + event data flows to the CDP, warehouse and CRM you already run — Segment, Snowflake, BigQuery, Salesforce, HubSpot. AXO feeds your stack, doesn't replace it.

Pulse-resolved profile updates push to Salesforce + HubSpot; behavioral score deltas stream to mParticle; account-level events land in Snowflake for revenue ops.

Why it matters: Account-based motions require the same profile to be coherent across CRM + CDP + warehouse + AXO.

• CDP destinations · Data infrastructure
  Segment, RudderStack, mParticle, Adobe AEP — works alongside existing CDPs without replacing them.
• CRM destinations · CRM + commerce
  Salesforce, HubSpot, Intercom — push profile updates + activity, read CRM attributes back.
• CRM/commerce sources · CRM + commerce
  HubSpot, Salesforce CRM, SFTP — pull contact + lifecycle data into AXO profiles.
• Warehouse destinations · Data infrastructure
  Snowflake, BigQuery, Amazon S3 — stream profile + event copies to your data plane.
• Six-identifier identity resolution (Pulse) · Data collection
  When a visitor identifies (login, form, checkout), AXO ties prior anonymous behavior to that profile.