growing up in my career, I somehow managed millions in monthly direct response ad spend….
and one thing became clear:
every tactic works, but not every tactic will work for you.
The goal is to identify what channel, tactic and approach will work for your
- audience
- product
- positioning of the product
- and offer
and measure how well everything works together – creating an ecosystem.
Here are the parallels between direct response and b2b sales ecosystems:
- everything starts with awareness: ads, content, outreach – figuring out what gets attention for your audience. What’s interested me the most today is using tech + intent signals to laser-target individual emails and profiles (yes, down to a single person) who are in-market searching for solutions
- value add: educate buyers through content, videos, posts, emails webinars. Some like to gate this others like to have it out in the open (and makes sense since we can now track people’s name and emails to websites without asking for an email)
- conversion mechanism: here I see a plethora of tactics from VSLs, to webinars that drive to DMs, email or discovery calls
- which leads us to your sales process: which can take 30-60 days or like some of my clients 3, 6, 18 months
Once you piece together your ecosystem, things become simple because it’s all measurable and you’re measuring at the ecosystem level, not the attribution granular high-stress (insert stress meme here) level.
You’d measure
- your true cost per lead (all in cost)
- your team’s effectiveness (return on revenue)
- your offer’s alignment with market demand
and so on
(if you want a full breakdown of measuring revenue efficiency, let me know and I can send you a free copy of my book Growth Plan where I dedicate an entire chapter on it)
Anyways
all of this leads to one goal:
turning clicks and strangers into relationships and long term clients.
And yes, some of my best clients come from (you guessed it) ads.
Everything works, find what works for you.