Strategies for Online Growth - Hub Daniel Glickman keynote
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CMOconfessions.com MODELS FOR GROWTH Daniel Glickman, CMO roojoom.com My blog: CMOconfessions.com
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Transcript of Strategies for Online Growth - Hub Daniel Glickman keynote
CMOconfessions.com
MODELS FOR GROWTHDaniel Glickman, CMO
roojoom.com
My blog: CMOconfessions.com
CMOconfessions.com
Cost of Acquisition (CPA)
Average Life Time Value (ALTV)
>
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A MARKETING PLAN IS...
A plan to acquire a specific number of customers below the target cost in-order to grow the company’s bottom line.
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To create a successful marketing plan we must know the cost of getting prospects to each and every touch-points in the sales cycle
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Awareness
Intrest
Action
300
People Cost CP…
$500 =$500/300
10 $500 =$500/10
1 $500 =$500/1
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Channel Cost Per Lead Conversion Ratio Cost Per Sale
BillBoards
Conferences $30 Per Lead 12% $30 / 0.12 = $250
Social Media
Affiliates
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BUY TRAFFIC AND SELL TO THEM
Ad spend Good conversion High value sale
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PROS
Simple funnel
Easily scalable
Hard to find the right product
For short buying cycles only
CONS
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EXAMPLE - WIX
CPA > $200
ALTV = $450
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Core Activities: Media Buying, Advertising
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PROS
Explosive growth Poor monetization
CPA shrinks with time Hard to implement
CONS
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EXAMPLE - EMAZE
CPA = $150
ALTV = >$150
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Core Activities: Customer support, Community
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USERS BRING USERS
Ad spend
Lead generating content
Crack Sales Team
Social Authority
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PROS
When your product is not sexy… Not easily scalable
Great for B2B Long time to setup
CONS
No playbookLow cash spend
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FREE
Functional viral features Tangible value features
User sees quick results Almost there…
PREMIUM
Recurring chargeNo time limit
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FREE
Fully Functional Paying party is not the user
Competition is not free Very low Revenue per user
PREMIUM
High retention
viral product
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Get them hooked with full features then $$$
PROS
Great when you have a disruptive product
Must create dependency quickly
Must have stellar on-boarding
CONS
Saves $$ on sales team
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Show how it works
PROS
When set-up is complex
No dependency
Poor engagement levels
CONS
When you provide impressive results
