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Old-School Marketing vs. Modern Marketing

6/11/2025

Stop the MQL, SAL, SQL madness.
It’s 2025.
This isn’t just outdated, it’s counterproductive.

Why?

Because they’re noise.
Your teams are wasting precious time tweaking and redefining those constantly.
They’re busywork dressed up as analytics.

How credible could these possibly make your team look?
- MQLs = Congrats, someone downloaded an ebook.
- SALs = SDRs have now some meaningless and unimpactful work to do today.
- SQLs = A mystery threshold that changes every QBR

Meanwhile, you’ve got entire teams analyzing conversion rates between these fake stages built on shaky definitions, hoping it tells them something useful. This is terrible science.

Why not incentivize your marketing team with the ultimate prize?
💳 Self-serve revenue
🤝 Marketing-sourced closed-won deals

That’s what the board cares about.

Want leading indicators?
Track ICP-fit free trials and demo requests, and monitor conversion to qualified pipe.

Drop the MQL/SAL/SQL theater.
Go build pipeline that closes.

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AI Agents in Marketing

5/31/2025

Marketing has always been notoriously hard to scale.

Even top 1% CMOs who master automation and analytics hit the same wall: exponential growth demands exponential content.

More demos = more assets = bigger creative teams = destroys unit economics.

Offshore? Quality plummets. Miss two quarters? CMO gets fired.

GenAI agents are finally solving marketing's creative bottleneck. For the first time, we can scale content without scaling headcount.

The holy grail is within reach: autonomous, efficient, 100% inbound revenue engines that make outbound sales obsolete.

Customer obsessiveness is the heart of success

5/30/2025

If you have the privilege of choosing where to work, don’t settle for a company that simply claims to care about its customers.
Join one where the founders have lived the customer’s pain themselves.

Do the founders feel the problem in their bones?
Were they that buyer once?

This is rarer than you think.

Here is what you'll see more often:

Scenario 1: Second-hand problems
Founders chase "white space opportunities" pointed out by VCs, not problems they've personally wrestled with. No lived experience = no fire in the belly.

Scenario 2: The pivot trap
Started passionate about Problem A, pivoted to Market B after a few iterations. The visceral connection is gone. Now they just copy and follow successful Startup X.

Scenario 3: The 10-year drift
Once-passionate founders now obsess over metrics instead of customer outcomes. The product is average, and customers can mitigate their problems in different ways… The business becomes just a way to make a living. The founder's heart left the building.

How do you spot less than customer-obsessive companies?

- The CEO fixates on metrics but struggles to articulate a vision
- The product is handed off to an outsider
- Messaging is “undifferentiated,” and Marketing gets the blame
- Sales is the only team still talking to customers
- Everyone looks to competitors for inspiration

It gets cold, mechanical, and performative. The fire has gone out.

As Jeff Bezos said countless times and in countless ways: “The number one thing that has made Amazon successful by far is obsessive-compulsive focus on the customer.”

So hang on until you find this obsessive-compulsive customer-centric rocketship! And when you do, hold on tight.

Careers are like jungle gyms

5/15/2025

25 years ago, I was living on a different continent writing C code for this device—the SAGEM ‘M41’. As part of a small and mighty team, I was uploading my code multiple times daily, helping build one of the first phones capable of transmitting data over cellular networks.

Before apps, before smartphones, before "mobile-first" was even a concept. We were laying the foundation for what would become the always-connected world we take for granted today.

Today I am a tech CMO… such a world apart. And yet, I carried the debugging mindset, the builder instinct, the ability to solve complex problems with me.

For all of us looking for our next opportunity… Don’t despair. You can reinvent yourself. As Sheryl Sandberg said, careers are like a jungle gym. And one day we’ll get to understand how all those career twists and turns made sense.

Is Brand Marketing the New Moat?

5/12/2025

B2B loves a trend. Every few years, we crown a new marketing royalty, only to dethrone them quietly a few years later when reality sets in.

2010: Product Marketers ruled the kingdom 📊 High ACV, long sales cycles. Positioning and messaging were the power skills. Everyone wanted to be the "strategic" marketer.

2015: Digital/Growth Marketers seized the throne 📈 The freemium SaaS revolution. Suddenly, driving self-serve revenue and generating pipeline was marketing's hottest skill. Field marketers desperately rebranded as "demand gen specialists," claiming to be data-driven without the skills to back it up.

2020: ABM Specialists & PLG champions took over 💼 Product teams hijacked "growth." Marketing got pushed downstream. Enterprise marketing focused on ABM while everyone else obsessed over product-led motions.

2025: Brand Marketers get the promotions 🏆 With 50+ competitors in every category, differentiation is impossible on features alone. The pundits have spoken: "Brand is the new moat."

And so, executive recruiters are now chasing “brand marketers.”

But here’s the uncomfortable truth about this latest wave:
In tech, most creative functions are outsourced.

And most self-proclaimed brand marketers in B2B?
They’re not strategic brand architects.
They’re not creative visionaries.
They’re catch-all marketers who inherited corporate comms or content — the very functions AI is now automating.
They’re managing brand guidelines.
Not creating them.

🚨 The next disappointment is already baked in.

The only future-proof marketer?
The full-stack marketer with ‘taste’.

🧠 Understands the buyer — their job, pressures, and pain
🎯 Crafts differentiated positioning that actually resonates
⚙️ Knows the mechanics of every acquisition and retention channel
🎨 Has the creative judgment and ideation (“taste”) to execute with excellence
🤖 And uses AI to scale and gain creative superpowers

These marketing unicorns 🦄 will become more and more prevalent. They won't come from traditional brand or comms backgrounds, though.
Because AI can write copy, generate video, and crank out design assets.
But AI can’t instrument a marketing funnel, teach strategic thinking, or data-driven decision-making.

So, the marketer of the future?
The Renaissance marketer:
Part product marketer.
Part growth marketer.
High taste. High output. AI-native.

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The secret to effective homepage taglines?

4/30/2025

🚨 The secret to effective homepage taglines? Stop trying to be clever.
👉 Simply state what your company sells.

Examples:
📧 "Email marketing automation for ecommerce brands."
📦 "Inventory management software for small restaurants."
🎯 "Sales enablement platform for B2B tech companies."

Revolutionary, I know.
Oh, and you can A/B test all you want…It just works. Here's why:

✅ Benefit #1: Higher-Intent Traffic.
Your homepage becomes optimized for search engines and LLMs.
→ More prospects actively searching for your solution will actually find you.
(Wasn't that the goal all along?)

✅ Benefit #2: Higher Qualified Demo Requests.
Prospects immediately understand what you do, leading to more qualified demo requests.
No more confused visitors bouncing after 5 milliseconds.
No more wasting your reps' time on bad fits.

"But we need to differentiate from our competition!"
Valid point, given every startup now has 10 copycats.
💡 Solution? If your differentiator doesn't fit in your tagline, use the sub-tagline. Problem solved.

I get it. There's an entire cottage industry of messaging consultants trying to complicate this simple truth. Oh, and your founder wants to "create a category"... and you end up with buzzword-filled word salad 🥗 that sounds like [placeholder for your least liked political figure].

Or worse - you land on a meaningless platitude.
🤦‍♂️ Do you really think "grow faster and work smarter" will bring you more sales? (Thanks for the example, Salesforce)

Salesforce can get away with vague messaging. Everyone already knows what Salesforce does. 👉But your startup? Not Salesforce yet.

🔵 Clear beats clever. Every time.

💬 What's the most buzzword-filled SaaS tagline you've seen recently?
Drop them below - the Buzzword Bingo Championship is ON. 🎯

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MMM (Marketing Mix Modeling) is back.

4/29/2025

Attribution is dying. MMM is back.

For years, we trusted pixel-perfect attribution models.
But privacy laws, walled gardens, and signal loss have broken the old systems.

Now smart marketers are re-learning a classic skill:

📊 Marketing Mix Modeling (a.k.a Media Mix Modeling) is the art of connecting marketing to revenue without needing cookies, pixels, or clickstream data.

MMM isn’t old-fashioned. Modernized with AI, faster computation, and real-time updates: it might well be the future.

If you want to survive the next decade of marketing, you won't just be good at attribution.
You'll be great at building your own econometrics engine.

How are you measuring your marketing channel effectiveness today? Please comment below!

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Active Open Opportunities (AOO) = the real workload of a sales rep.

4/28/2025

Stop wondering if your reps are "busy enough."
Start measuring their AOO Capacity.

📊 Active Open Opportunities (AOO) = the real workload of a sales rep.
Instead of focusing only on pipeline coverage, great revenue teams look at how many open, actively worked opportunities a rep can effectively manage at any given time.

Here's how you calculate AOO Capacity per Rep:

1️⃣ Define “active” — Opportunities where the rep is actively engaging (meetings booked, emails sent, calls made) within a set window (e.g., past 30 days).

2️⃣ Measure total active opps per rep — Not total opps, not all pipeline — only those truly being worked.

3️⃣ Benchmark performance --
✅ At what AOO count does rep conversion start to drop?
✅ Where’s the sweet spot where reps are stretched but not overloaded?

4️⃣ Use it to guide planning --
📈 How many reps do you really need to hit next quarter’s pipeline goals?
🚥 When should marketing throttle up/down inbound demand?
🛑 When should managers redistribute accounts?

Example:
Top reps might efficiently handle 15–20 AOOs at once
Mid-level reps might cap out at 10–12
New reps might only manage 5–7 before quality slips

If your reps are stuck at 5 open active opps...
👀 You don't have a performance problem.
You have a pipeline problem.

If your reps are managing 25+ active opps but nothing is closing...
👀 You don't have a pipeline problem.
You have a focus problem.

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SaaS is Dead. Long Live SaaS.

4/24/2025

SaaS is Dead. Long Live SaaS.

For over a decade, zero interest rates propped up a generation of “me-too” SaaS products:
💸 Bloated budgets and buzzword marketing chasing “growth at all costs”
🧩 Niche tools that didn’t play well with the rest of the stack
🔐 Expensive contracts that locked in bloat
🧑‍💼Cottage industry of revops ‘folks’ to keep the lights on
📉 All for... meh ROI

Founders cashed out. Investors cheered.
But buyers? They got shiny promises and bloated stacks.

Then the tide turned. Rising rates exposed the truth:
Too many tools. Too little value. Too much noise.

📉 Valuations collapsed
💰 Budgets got cut
🔍 ROI got scrutinized
🧹 Tech stacks got cleaned out

SaaS isn’t dying. It’s evolving.

The next wave of winners will look very different:
⚙️ AI-native, built for outcomes—not optics
🛠️ No need for an army of middlemen to set up and operate
💰 Lean margins, outsized value
📦 Freemium-first — prove it, then we’ll pay
🏷️ Priced on value, not vanity

The SaaS reckoning isn’t an obituary.
It’s a rebirth.
🚀 The future belongs to builders of utility—not bloat.

(And for a dystopian glimpse into what happens if we don’t learn...
📖 Read Guillaume Vives 'SaaS Apocalypse' on LinkedIn. It's fiction—but just barely.)

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AEO is the new black

4/23/2025

💥 Why Your Marketing Strategy Is Quietly Failing

The shift everyone sees coming — but no one is acting on fast enough:

When was the last time you Googled something…
…and actually clicked through to one of the 10 blue links?

Exactly.

The modern B2B buyer journey doesn’t start with a keyword search.
It starts with:
🗣 "Hey Claude, what's the best CRM for a 10-person sales team?"

The SEO playbook is breaking — and the data is already here:
📉 G2 traffic: down 50% post-ChatGPT
📉 Stack Overflow traffic: plummeting
📉 Your website: likely seeing stagnation or slow decay in organic traffic

The reason?
99.9% of future attention won’t be human.
It will be LLM attention.
(A prediction from Andrej Karpathy that feels less like a hot take and more like a calendar reminder.)

The winners?
They’re not just optimizing for keywords.
They’re creating content, data, and experiences that AI models can reference, synthesize, and recommend.

Forget “search engine optimization.”
This is LLM engine optimization.
AEO: AI Engine Optimization.

This is not a future problem.
It’s a right now problem.

The only question is:
📌 Has your marketing strategy acknowledged the shift?
📌 And are you actively solving for it?

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There’s no such thing as a “silver bullet campaign” in marketing.

4/22/2025

💡 There’s no such thing as a “silver bullet campaign” in marketing.

One of the most common interview questions growth marketers get is:
👉 “Can you tell me about a campaign you did that was hugely successful?”

It might sound smart. It’s not.
It screens for storytelling skills— great if you’re hiring a product marketer.
And perhaps lying skills…. Because I bet the results were not nearly as great as the candidate will make them sound…
More importantly, it completely misses what growth marketing is actually about

Real growth isn’t built on silver bullets, viral moments, or flash-in-the-pan campaigns.
If you think Coca-Cola has a higher market share over Pepsi because of a better Super Bowl ad, you’re missing the plot.

Growth marketing is about building systems that compound.

📍Understand how your buyers buy
📍Meet them at every stage of their buyer journey
📍Show up on the channel they use at that stage
📍Deliver the right message for that buying stage
📍Improve each touchpoint by just 5% — again and again

Start with the lowest-cost channel, highest conversion stage.
Optimize. Automate. Move one layer up the funnel,
Add a more expensive channel. Add a persona. Test a new variant.
Iterate on copy, targeting, design.
Free up budget through efficiency gains.
Reinvest in bold experiments.

👉 Evergreen beats adrenaline every time.

Stop chasing the splash.
Start building systems that scale.
Ask better interview questions

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Increase Marketing Efficiency: Tip #9

4/10/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:
Here’s 💡IDEA #9

👉 Partner with your CFO

Start by aligning on what “efficient” actually means:
📈 LTV/CAC > 3 ?
⏳ CAC Payback < 12 months ?
📊 Net Magic Number > 1.2 ?

Then run the numbers:
- Use conservative assumptions for gross margin, ASP, churn, and added ARR
- Back into a total marketing budget that supports those targets
- Bring your CRO into the discussion - if marketing and sales share a magic number framework, every dollar spent in sales is one less for marketing

Once you get to a total market budget, decide how to allocate:
Headcount vs. programs. Brand vs. growth vs. product marketing, etc.
Pass that budget down to your team leads — let them choose how to spend it:
FTEs they’ve been pushing for, or more dollars toward campaigns?

Do the work up front.
Own the back-of-the-envelope model.
Revisit quarterly.

The result? More transparency. Fewer surprises. Fewer panic cuts.

🍾 Here's to taking control of your marketing efficiency numbers instead of letting them control you.

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Increase Marketing Efficiency: Tip #8

4/2/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:

Here’s 💡IDEA #8

👉 Use AI: Expect more output from your comms, product & content marketing teams without increasing headcount

📰 Comms Teams:
Those press releases no journalist reads? Your favorite LLM can write them in seconds, clean, polished, and on-brand.
The team wants to hire regional PR managers and PR agencies across the globe ? LLMs speak every language. And ‘mail merge’ even existed before AI Agents… That’s not scale. That’s madness.

🧠 Product Marketing
Competitive Intelligence? 🕵️
Chatgpt and Gemini Deep Research can scour the entire internet and aggregate insights on all your competitors. No research team can match that depth or speed.

Landing page copy? 📄
Feed your value props and differentiators to AI, and watch conversion-ready copy emerge. No copywriter or content team needed to polish every word endlessly.

Content strategy + production? ✍️
Strategy? ask your favorite LLM. The output will rival most Heads of Content's

Execution?: Everyone in your org can now write: sales, product, engineering, customer success. People with real insights no longer need middlemen. AI gives everyone the power to articulate their expertise. So do you need more content marketers with perfect prose but zero product depth? Probably not.

📈 Bottom line: if your team is asking for more headcount, ask for more leverage instead.

AI didn’t replace your team. It just gave them superpowers.

💪 To lower CACs and marketing teams that punch way above their weight class! 🥊

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Increase Marketing Efficiency: Tip #7

4/1/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:

Here’s 💡IDEA #7

👉 Elevate your message — all the way to the C-suite

Strong product-market fit with power users earns your company the right to exist.

But if you want to extract more value from your customers, engage higher up the org chart: managers of managers, department heads, and yes, the C-suite

The more senior the buyer, the higher the perceived value, the bigger the budgets.

To earn C-suite mindshare, speak their language:
🧠 Tie your messaging to their strategic initiatives
💡Address their specific pain points
📊 Focus on business outcomes
🎤 Feature their voices in events, case studies, and testimonials
📈 Tell a story CXO would proudly share with their board

Yes, it’s harder to get a CXO on record. It requires the support of your peers in sales, product, and customer success. But that relationship is worth 10x more

➡️ Elevate your message, elevate your brand, elevate your revenue

🥂Here’s to bigger deals, multi-year contracts, and a seat at the table during budgeting season. In other words: higher LTV!

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Increase Marketing Efficiency: Tip #6

3/31/2025

As a CMO facing pressure to increase “marketing efficiency” numbers:

Here is 💡IDEA #6:

👉 Flatten your org chart. Embrace the Jensen Huang model.

Take a page from NVIDIA’s Jensen Huang, who famously runs a $1T company with just 40 direct reports.

His philosophy?
Fewer layers = empowered teams = faster decisions = better outcomes

In bloated marketing orgs:

🎯 Strategy is set by execs
🗣 Filtered by VPs
📤 Delegated by Directors
📥 Handed to Sr. Managers
🤷‍♂️ Outsourced to agencies who’ve never even sat in a company meeting

The result?

📉 Misalignment
📉 Slow execution
📉 Bloated headcount
📉 Fuzzy accountability
📉 Higher cost, lower output

Here’s the fix:

💥 Flatten the org
💥 Bring senior ICs closer to the action
💥 Empower doers — not just gatekeepers and PowerPoint makers
💥 Promote leaders who can execute, not just manage
💥 Coach them to report on what matters to you

The results?

✅ Marketing velocity compounds with every layer you remove
✅ You get better line of sight into what’s happening in your org— not just a stream of CYA reports
✅ Your org runs cheaper and more effectively, without sacrificing output

🍾 Here’s to better LTV/CAC — and fewer Monday status meetings.

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Increase Marketing Efficiency: Tip #5

3/30/2025

As a CMO facing pressure to increase “marketing efficiency” numbers:

Here is 💡IDEA #5:

👉 Build a community of your buyers and users

Looking for a cost-effective way to increase LTV?

Help your customers win — in their jobs, careers, and networks.

The most effective marketing isn’t another ad campaign.
It’s building a place where your buyers learn, grow, and connect — with each other and with you.

What does that look like?

✅ Help them get better at their craft
✅ Give them content that actually levels them up
✅ Introduce them to peers they can learn from
✅ Promote their wins — inside and outside your product
✅ Create opportunities for them to shine: panels, AMAs, case studies, conferences
✅ Listen to their pain points — and let that inform your product roadmap

Give your users superpowers — but not so many that the tool runs itself.
(Yes, that’s the Salesforce / Marketo / Alteryx playbook: complex enough to require power users, sticky enough to become indispensable.)

And here’s the long game:
📈 You help them get promoted, win awards, or land their next job
📈 They take you with them
📈 Your product becomes their default wherever they go
📈You become part of their professional identity

The smartest CMOs increase LTV by creating environments where customers:
- Become more valuable over time
- Advocate passionately for your solution
- Depend on your ecosystem for career advancement
- Resist churn because of relationships, not just features

🍾 Here’s to better LTV/CAC.
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Increase Marketing Efficiency: Tip #4

3/27/2025

As a CMO facing pressure to increase “marketing efficiency” numbers,

Here is 💡IDEA #4:

👉 Go on a Marketing Agency Detox - Bring back the Magic In-House!

CMOs, are you running an agency network or a marketing team? Let's count:

+ One agency for Google Ads 🎯
+ Another for your podcast 🎙️
+ A third for rebranding 🎨
+ Yet another for your website (with a side of expensive maintenance) 💻
+ Don't forget the Marketo/HubSpot wizards 🧙‍♂️
+ Oh, and the messaging and positioning gurus 📢
+ Content writers, anyone? ✍️
+ PR agencies (one for any part of the globe) 🌎
+ SEO advisors (to remind your team to add keywords to your H1s) 🔍

Your in-house team? They're just busy managing managers who manage agencies. 🤯

Meanwhile, your CEO grumbles about misalignment. Why? Because these agencies aren't in the trenches with your product and sales teams. They're juggling clients, not immersing themselves in the details of your product and your company's DNA.

Here's a wild idea: What about hiring marketers who are passionate about the company’s products and mission and who can actually do the work? 🚀

Time to transform your marketing department from an agency liaison office to a powerhouse of talent. Bring the skills in-house, cut the middlemen, and watch your efficiency soar.

To better LTV/CAC and a leaner, meaner marketing machine! 💪

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Increase Marketing Efficiency: Tip #3

3/26/2025

As a CMO facing pressure to increase “marketing efficiency” numbers:

Here is 💡IDEA #3:

👉 Audit your bloated GTM tech stack

Every quarter:
📈 Pipeline targets go up
🎯 Team creativity runs dry
💡 The fallback? Your team buys another shiny tool to cover up their feeling of inadequacy.

Poor ABM execution?
➡️ “Let’s get 6sense”

Low website conversion?
➡️ “Add Mutiny, Qualified, Intercom, and Chili Piper”

Bad targeting and database issues?
➡️ “Clay will enrich everything.”

Salesforce is messy?
➡️ “Just buy LeanData”

Email deliverability issues?
➡️ “We need a new email tool”

Now that you’ve Frankenstacked 10+ point solutions and lost visibility into your pipeline attribution…
➡️ “Let’s fix attribution with a CDP, ETL, reverse ETL, BI layer, and a full analytics team”

And suddenly, you’ve got an entire department of expensive RevOps MBAs and analytics engineers duct-taping your stack together — and a GTM operation that costs $1M+ a year and is as functional and useful as the Obama Library in 2025.

Time to DOGE your GTM stack
(Ditch Overpriced Gadgets Everywhere)

Keep it simple, return to the basics, and focus on marketing, not tools.

🍾 Here’s to better LTV/CAC.

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Increase Marketing Efficiency: Tip#2

3/25/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:
Here’s earth-shattering 💡IDEA #2:

👉 Double down on low-cost channels… duh.

Organic search. Email. Social. Review sites.

Everyone’s panicking about SEO dying post-Gemini.
But the truth? Organic is still the biggest driver of inbound pipeline.
And the SEO work you do now also feeds Gemini, ChatGPT, Claude, etc.

Yet so many $100M+ startups with 30+ marketers still:
❌ Don’t rank for their core category keywords
❌ Don't appear in AI responses for relevant queries
❌ Haven't mapped and are not monitoring how they rank for their keyword universe
❌ Have marketers (product or growth) with zero SEO knowledge

If 40%+ of your inbound pipeline isn’t coming from SEO + LLMs, you’re leaving money on the table — and driving your CAC up.

Same goes for email:
Are your emails valuable? Would your ICP miss them if they stopped coming? Or are you just adding to the noise?

And review sites?
You don’t need to pay G2 or Gartner.
Ask your happiest customers for reviews.
A $25 gift card goes a long way — and it’s cheaper than a Gartner subscription and might help on the LTV part of the equation

Want better LTV/CAC?
Start by owning the free(ish) channels your buyers already trust. 🥂

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Increase Marketing Efficiency: Tip #1

3/24/2025

If you’re a CMO under pressure to increase “marketing efficiency” numbers:
Here’s 💡IDEA #1:

👉 Hire marketers from early-stage startups

These are the folks who:
✅ Built messaging, wrote copy, ran ads, wrangled the website, optimized for search, set up automations, and ran campaigns from start to finish — with their bare hands
✅ Drove growth with no brand equity, no product-market fit, and barely any budget
✅ Developed real marketing instincts — because they saw direct results from their own work
✅ Said “no thanks” to the bloated playbooks:
❌ No $75K Forrester TEI report for 100 unqualified leads.
❌ No clunky 3-year Marketo contract.
❌ No overpriced 6sense subscription collecting dust.
❌ No PR firm landing two articles a year in second-rate trade mags.

How will they lower your LTV/CAC?
They’ll:
⚡Spot inefficiencies in your org instantly
⚡Get things done without a 10-person team and three agencies
⚡Bring fresh thinking — not legacy bloat
⚡Deliver outsized results on a lean budget
⚡Oh, and yes — their comp expectations? Lower too.

To better LTV/CAC 🥂
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