Misaligned reporting leads to chaos, not clarity. When everyone plays from a different sheet of music, it’s impossible to see the full impact of paid media—make sure your measurement criteria are aligned.
CMO: Paid media has only created $600k in revenue on a $500k spend. This isn’t working!
Marketing Manager: No, paid media has created $1.2M in revenue. Where are you getting your numbers from?
CMO: The paid media report!!!
Marketing Manager: What paid media report?!?!
CMO: The one I built using completely different measurement criteria that I didn’t tell you about or align with you on.
Marketing Manager: …
Play from the same sheet of music. If you don’t, you won’t create music; you’ll create chaos.
#b2bmarketing #demandgeneration
CMO: Paid media has only created $600k in revenue on a $500k spend. This isn’t working!
Marketing Manager: No, paid media has created $1.2M in revenue. Where are you getting your numbers from?
CMO: The paid media report!!!
Marketing Manager: What paid media report?!?!
CMO: The one I built using completely different measurement criteria that I didn’t tell you about or align with you on.
Marketing Manager: …
Play from the same sheet of music. If you don’t, you won’t create music; you’ll create chaos.
#b2bmarketing #demandgeneration
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.
