Are your paid media efforts falling short? It might be time to reevaluate your understanding of your audience. Dive into your CRM data to gain insights and make informed decisions that drive conversions and pipeline.
You, like everyone at one point or another, are probably wondering why paid media isn't working. Right? But before you start pointing fingers and making knee-jerk decisions, ask yourself... How well do you actually know your audience? No, really...
If you're assuming who your audience is (even if on some logic), you're setting yourself up for disappointment. Your "opinions" about who your audience is and what they want are just that - opinions. And opinions don't drive conversions or pipeline. Can they? Sure. Reliably? Not often.
The only way to truly understand your audience is by digging into your CRM data. Your CRM is a goldmine of information about the people who have engaged with your brand and actually become customers.
You are going to have "ideas" about your audience, but none of them matter - who you "want" to be your audience is not necessarily who your audience ACTUALLY IS. Do you want to chase ideas, or do you want to work from a point of reality? The choice is yours. I would highly suggest the latter.
Most ABM strategies aren't failing because of bad targeting. They're failing because teams try to run them at full scale before proving the model works. I sat down with Andrei on the Demand podcast to talk through the account tiering framework and pilot structure that fixes this, and why lead scoring was never built to answer the question teams are actually asking of it.
"Demand gen" has sadly become synonymous with lead generation and performance marketing. But the best agencies still understand that brand preference and demand capture are complementary, not competing. This guide breaks down how the top demand gen agencies work and why it's so important to be philosophically aligned before getting sold on the word "demand gen".
ChatGPT has 900 million weekly active users, but ads only reach the 19% on the free tier. Our own poll found that 74% of SaaS marketers are already on paid plans, meaning most of your ICP has already opted out before you spend a dollar.
