006 - High-volume low-quality vs low-volume high-quality…..apparently
1* High-volume low-quality vs low-volume high-quality…..apparently
The debate rumbles on, and Demand Gen marketers take another swing at Lead Gen marketeers.
Whilst the above, in my opinion, is a pretty fair assessment, it feels like an unnecessary cheap shot with a broad stroke of all things lead gen.
Lead gen is still important to your 2022 strategy, but don’t build your moat around it.
The image provoked a stir championing the post, worth a read to hear a few alternative views.
2* “ All brand activity should be ‘performing’, so all good marketing is ‘performance marketing’.
A somewhat lacklustre interview was saved by two fantastic questions and two insightful answers. Read the full piece here
C4 CMO reiterates the stance for brands to think long term, measuring what’s easy isn't necessarily right. Taking a broader more holistic view, over a period of time, supported by short term measurement. This combined with common sense and experience is a much healthier methodology vs being over-reliant on digital-focused attribution methodologies.
Q - How do you balance brand building with performance, especially as budgets migrate towards digital and social channels?
A - All brand activity should be ‘performing’, so all good marketing is ‘performance marketing’. I'd prefer to think of it as brand marketing versus ‘call to action’ marketing, that always existed in every media. They're two slightly different parts of any sales and marketing funnel. I think there's a great danger in allowing what’s easy to measure to drive your marketing strategy.
People who are fooled into quick clicks that they can see straight away will soon discover that, without a strong bedrock of brand marketing, they won't have a sustainable business, and they'll just be forced to pay higher auction prices for a quick fix against all the other people who want them. And the only way to get that down and have a sustainable business is to build a brand. Now, that's not to say we don't operate in all parts of the funnel; we absolutely do. I just think it's really misguided to shift money into ‘quick fixes’, and away from brand, just because it's easy to measure.
3* SaaS is HOT, HOT, HOT!
This is the 5th annual SaaS Financial & Operating Benchmarks Survey from OpenView Partners.
The survey is designed to draw a comparison between high growth SaaS companies to understand the metrics fuelling their growth and where companies are investing their capital.
The report also dives into popular topics surrounding SaaS, including the prevalence of product-led growth, positioning in fundraising rounds, pricing models and key value drivers.
Check out the full report here
https://openviewpartners.com/2021-financial-operating-benchmarks-report/#.YakimNDP2Uk
4* End to end understanding of all the levers and conversion points is how you build the right growth model for your business.
Acquisition -- building the right model to generate the right demand at profitable CAC levels.
Activation -- building the right framework to get the right prospects to activate and onboard on your platform.
Adoption -- building the right infrastructure to have your customers embed your solution into their environment while getting all stakeholders involved.
Retention -- driving towards customer success with everything you do (marketing, sales, product, UX)
Expansion -- identifying opportunities to grow your relationship with customers with increased usage or additional products, services, and offerings.
The more you understand these levers and pull them effectively, the more budget you can invest into acquiring customers in the first place.
The more you can profitably spend to acquire a customer, the faster you grow.
Source: www.howtosaas.com
5* A lesson from a billion emails and $75million
This is a jam-packed Twitter thread with bags of insight.
My favourite 3.
2 - Selling a product
Email doesn't sell only a product. It also sells a click.
Leverage your email + landing page to drive the conversion.
Emails job is to take the most qualified and eager prospects to a link.
The email framing paired with the lander drives the sale home.
3 - Writing like a robot
If you read your email out loud and it doesn't sound like a human,
Chances are you have to rewrite it.
Bonus
Each week I will share a tool I have used, plan to use or I find just interesting.
Roast My Landing Page is exactly that. Founded by a CRO veteran who reviews SaaS landing pages and provides qualitative feedback on your messaging, landing page structure, the offer, and user experience.
https://www.roastmylandingpage.com/