Andy on Twitter

  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
  • Acquisition is important for growth... But if its is just replacing loss, it isn’t growth – it’s just churn .. ,
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In the Land of One Eyed Lead Gen

Enjoyed this post from Clement. Nailed something I’ve been harping on about for the past few years – no one lead gen model is right. Test rigorously and correlate to revenue. Different businesses perform differently.

What is crucial in assessing marketing performance – and I’d argue this could be true for nearly any industry – not just tech and SaaS – is that Organic direct matters most. Put all the effort into making that work first. As Clement points out, the reason is simple – the best performing brands put viral and word of mouth to work in driving extraordinary performance from Organic direct.

“When you look at the 3 profiles above you notice that the channel from where most of the leads seems to come is the “organic — direct” channel…. The reason is that most of the fastest growing SaaS interviewed had a viral coefficient k well above 0.”

The great marketers I’m seeing embrace efficiency as a cornerstone marketing metric. They are focused on building a marketing platform – or loop – by which scale and speed are accelerated by the market independent of and at a multiple of spend. Rather than a myopic focus on marketing attribution in one channel or part of the business, they are focused on the total performance and efficiency of the platform. They are building Growth Loops!

 

(diagram from Segment blog)

So, lead generation models important subsets of the marketing model in total. Focus not just on organic generation (you’d better be great at it though) but also on creating a marketing platform that fuels and fires on its own. 

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