Measuring B2B marketing daily is a recipe for frustration, especially with longer sales cycles and high ACV. The real test isn’t whether marketing works, but whether your target audience finds your product compelling and understands the problem it solves.
#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
#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
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.
