#Startup #CEO: “Here is a spreadsheet that we will populate with daily metrics to determine if your advertising is working.”
#Me: “It’s not my advertising, it’s your company’s. Also, change your daily time frames to weekly or monthly time frames, otherwise you’ll wake up each morning depressed. #B2BMarketing with your sales led motion and ACV can not be measured daily.”
#Startup #CEO: “Got it. At the end of this experiment we’ll determine if your marketing works.”
#Me: “Again, it’s not my marketing, it’s your marketing. Secondly, we’re not testing if marketing works. I does. We’re testing if your target audience finds your product compelling, clearly understands the problem your product solves, and, ultimately, if they want what you have to offer.”
#Startup #CEO: [smirk] “I get it. Good point.”
Optimizations within an advertising channel can result in incremental gains and ensure that efficiencies of the media spend are present. What advertising optimizations cannot do is create product-market-fit.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #b2bmarketing #digitalmarketing #startups