🔥 The Performance Marketing Newsletter #14

Reduce CAC & Scale Revenue with 3 Actionable ideas & 3 Learning Suggestions :)

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My 3 Actionable Ideas (no gyan)

1. Reporting: Set up a sheet tracker for leading indicators for your end metric goal CAC/ROAS. Example: If you are running lead gen campaigns and the lead to payment cycle is more than 10 days, don’t wait 10 days to optimize for CAC. Set up a tracker for early signals. For example, you can track the below 3 metrics.

   1. Qualified % (at marketing level)

      1. If your lead gen form consists of 2-3 pages, the leads who complete 100% of the form are more qualified than those who meet 10%.

      2. Specific fields in the lead gen form also define the qualification.

      3. Others: Leads% from specific locations

   2. Connect %

      1. If there is a drop in the connect % at the sales team end, there can be an issue with the lead.

   3. Lead Interested %
      

2. Ad Creative: Create a weekly pipeline of ads

   1. Best-performing ads might take 70%+ of ad spends. What does it mean? High dependency on a few ads.

   2. If these ad stops working from next week, what will you do? Will you be reactive and then start creating ads?

   3. Hence, the pipeline of ads is super important.

   4. Track your pipeline in 5 different stages:

      1. Ideation - Theme of ads you want to create.

      2. Script Ready

      3. Shoot Done

      4. Editing Done

      5. Launched

   5. At any given time, you should have 2-3 new ads running in the testing cohort + 2-3 ads waiting to be tested.

   6. This way, as soon as you see early signs of high CAC due to creative fatigue > launch a winning ad from the testing cohort.
      

3. Performance Marketing - Lead gen campaign

   1. Start choosing your campaigns of “High CPL & High CR%” over “Low CPL & Low CR%”, given both have the same marketing CAC.

   2. Benefits

      1. Lower Blended CAC - you will need fewer sales agents to dial leads due to lower leads (because of high CPL)

      2. Better focus from the sales team - they can prioritize leads better.

   3. You can even experiment with moving the campaigns towards “High CPL & High CR%” by restricting the campaign to a specific audience but broad enough. CPLs. may go higher due to high CPM but quality will be better.

   4. Read more on this topic.
      

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My 3 Learning Suggestions

1. Sharing my key learnings in 0-1 growth. Watch here.

2. Recommend watching a series “Scam 2003” to learn the foundations of sustainable business - high tam, high margin etc. Not that I recommend the same route :P

3. Learn to live an asymmetric life. Watch here.

   - Do hard thing.

   - Do own thing.

   - Do it for decade.

   - Write your story.

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That’s all for this time.

Let me know if you want me to cover anything specific about performance marketing and growth.

You can always reply or comment. I will be more than happy to include it in my next editions.

Thanks
Rohit ❤️

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