Building marketing signal feedback loops

Quotes

• “The most powerful feedback loops you can make or engineer is marketing where you build a site and provide value for free and you get people to come because they want to learn from you.” -Bryan“It’s a great feedback loop where, by providing value and educating someone, you know the perfect time to reach out to them.” -Bryan“There’s a famous investor that said start to act like pirates and remember AARRR. It was A-cquisition, A-ctivation, R-etention, then R-evenue, then R-efurb. Acquisition is how do you acquire users, how do you acquire your leads. Activation is what’s your onboarding process like, retention is how do you keep them engaged throughout the process before they turn into revenue step 4 and then once they’re happy and you deliver them theirthat A-ha moment in the product or service, then you ask for a refurb.” -Ross“Each step in that process is how you build growth. When you’re thinking about building this in your product or service, you have to have enough users in the acquisition modeto start to optimize the rest. Basically, each step of the process is another optimization technique that you can have.” -Ross“Many companies that we work with are essentially empowering data on how to expand accounts for customer success.” -Ross“To me, today, the metaphor needs to be has got to be DAARRR. You need your D-ata first. You have to understand who you’re targeting then go through an acquisition, get that person through the rest of R, see if they give a referral but really after revenue and retention is where you could start to evaluate whether those data signals work.” -Ben “This is the beauty of what we are talking about with marketing signal is customer acquisition is changing. It used to be, let me cast a wide net, give something away for free. You can understand who is going to be in-market and ready before you go through the ‘let me give you something away for free and see if you’re interested in buying.’ If you are reaching to the right person and you know what their data signals are, it’s an educated guess but you have a much higher indication that the person is going to be retained.” -Ben “It is attribution. You need to be able to track someone all the way through your process, know exactly where they started, and then as soonas something goes right or something goes wrong, be able to point back to the original source.” -Ross “Each one of the steps of the AARRR method has like a hundred million or billion-dollar company that represents a way to optimize each one of those channels.” -Ross “A lot of companies come thinking that they know what signal they already want. That’s the challenge in data companies these days. If you say you’re a data company, you can provide whatever data they want and people will send you in all sorts of different directions. You have to let them know that although they want one very specific target, what you’re capable of is providing them an analogy to that or something that you can provide at a mass scale that will help them more.” -Bryan“When we advise the company at the beginning, we understand what they already know what is already working for them and if it is something that we can re-produce using our technology, then we make it programmatic for them and automate it for them on a monthlybasis.” -Ross “Every marketing campaign that one of our clients does is a little bit different and it is done in-house at those companies. It’s our job to get them the most up-to-date data to work with their team to make sure that if 20 people are touching their data, everyone is happy with their quality and they can get the data out of the CRM or database to do their job. At the end of the day, that company is implementing its marketing campaign.” -Bryan“It’s a repeatable process. We have something that isn’t a silver bullet and not gonna solve all your problem but it’s going to be a bullet in your chamber that you can continually run over and over again every single month.” -Ross