How to improve INP on your B2B SaaS marketing site
B2B sites have heavier tag stacks than e-commerce or media. Here is the order of operations that actually moves INP for a Marketo + 6sense + Drift kind of site.
B2B SaaS marketing sites have a peculiar performance profile. The traffic is lower, but the tag stack is heavier — Marketo or Pardot for forms, GTM for everything else, Hotjar for replay, 6sense or RB2B for identity, Drift or Intercom for chat, and a sprinkle of A/B testing on the demo page. INP suffers more here than almost anywhere else on the web.
The right order of operations
First, defer everything that's not strictly necessary on first paint. That's the engine's job. Quickload does this in one toggle.
Second, put your A/B testing tool on the eager trigger if it swaps above-the-fold content. INP can only be improved if the page is stable when the user interacts; an A/B tool that changes the hero text 1.5 seconds in causes a re-layout that hurts both INP and CLS.
Third, use per-page-template trigger rules. The /demo landing page is the conversion engine — every script there should be eager so identity capture and form scripts work even on bounced visits. The /blog and /resources pages can defer everything to idle. The pricing page sits in the middle.
Fourth, use the GTM helper to apply per-category timer triggers inside GTM itself. This is where the long tail of mid-priority tags gets sequenced.
What we measured
On a fixture B2B site running GTM + GA4 + Marketo + 6sense + Drift + Hotjar, the before/after numbers were: INP p75 from 620ms to 240ms, LCP from 3.4s to 2.1s, Lighthouse Performance from 38 to 89. INP saw the biggest absolute improvement because it was the metric the deferred scripts were hurting most.