When a CEO claims “advertising doesn’t work,” it’s often a sign of deeper issues beyond paid media. Even with great traffic and engagement, a website with a poor conversion rate signals fundamental problems in messaging or product that ads alone can’t solve.
#CEO: “Advertising doesn’t work, and we’re all heading in the wrong direction. Leads cost too much!”
Here’s a recipe for a “improperly judged #B2BMarketing soufflé.”
• 1 part approved messaging that aligns with brand
• 1 part alignment on target ICP audience
• 1 part above average CTR
• 1 part below average CPC
• 1 part above average engagement
• 1 part “tons of traffic to the website”
Looks good, right?
Why is there such a bad taste in the CEO’s mouth?
One more ingredient…
• 1 part 0.75% website conversion rate from any and all sources of traffic (that’s really bad, if you didn’t catch the tone)
When your company’s website cannot produce a healthy conversion rate from sources of traffic primed with intent (organic, direct), you have a messaging, product, or other fundamental problem that paid media alone cannot fix.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups
#CEO: “Advertising doesn’t work, and we’re all heading in the wrong direction. Leads cost too much!”
Here’s a recipe for a “improperly judged #B2BMarketing soufflé.”
• 1 part approved messaging that aligns with brand
• 1 part alignment on target ICP audience
• 1 part above average CTR
• 1 part below average CPC
• 1 part above average engagement
• 1 part “tons of traffic to the website”
Looks good, right?
Why is there such a bad taste in the CEO’s mouth?
One more ingredient…
• 1 part 0.75% website conversion rate from any and all sources of traffic (that’s really bad, if you didn’t catch the tone)
When your company’s website cannot produce a healthy conversion rate from sources of traffic primed with intent (organic, direct), you have a messaging, product, or other fundamental problem that paid media alone cannot fix.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups
Just like you wouldn’t list your personal traits on a first date, B2B SaaS companies shouldn’t dive straight into product features without first building a relationship with their audience. Focus on compatibility and connection before asking for the demo—it’s about establishing trust, not rushing the sale.
When shaping your startup’s B2B SaaS demand generation strategy, it’s crucial to remember that while you're testing advertising effectiveness, its success is tied to your product-market fit. Advertising is a tool for communication, not a shortcut to instant results.
Understanding your Ideal Customer Profile (ICP) is crucial for crafting a marketing plan that resonates with the right audience. By identifying both "Users," who will benefit directly from your product, and "Losers," decision-makers driven by loss aversion, you can tailor messaging that meets their needs and effectively positions your B2B SaaS for success.
