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#332: Tying Your Marketing KPIs and Spend to the Equity Growth of Your Company with Jeff Campbell
Ep.#4 [THEME SIX]
Do you know what your return on marketing spend is and if it is growing the equity value of your company?
A lot of business owners see marketing as an expense because they cannot clearly connect the marketing spend to a return on investment (also known as return on ad spend or ROAS).
Today we have Jeff Campbell, co-founder of aiCommerce, on the show to walk us through what it takes to turn marketing into an investment. Jeff is the perfect person to speak on this topic because he has been an agency owner, sold his business, and now invests in–and manages–companies and brands.
Jeff is one of the only people I have been able to have a dynamic conversation with about marketing strategies AND financials all at the same time ;-) He truly “gets it” and breaks it down in a way that should give anyone hope that marketing doesn’t have to be a money pit and can, in fact, be an engine for equity growth, if done properly.
The three main takeaways of today’s interview are: 1) identifying the right KPIs, 2) how to calculate your contribution margin so you know how much it costs you to deliver your product or service, and 3) how to test different advertising channels while maintaining your desired ROAS. In addition, Jeff breaks down the very few levers he pays attention to when market testing a new product or service.
Marketing shouldn’t be a guessing game. If you can understand how much it costs you to deliver your product and the lifetime value of a customer, you can market with a clear outline of what works and what doesn’t.
If you want to answer the question: “How much money should I spend on advertising, with which products, while maintaining x margins, while maintaining and growing cash flow?” then you will want to tune in to this episode as well as the next one ;-)
// WATCH THE INTERVIEW ON YOUTUBE: Intentional Growth™ Podcast
What You Will Learn
How to think about marketing as an investment and not an expense.
What costs go into marketing and why the ROAS calculation is flawed with many brands.
The different types of marketing that brands (companies) should be doing and why revenue should not be top priority.
Jeff’s metrics (KPIs) that matter when scaling a company’s valuation.
What contribution margin is, how to calculate it, why it matters, and how to use it.
How to intentionally invest in marketing when you know the lifetime value of your customer.
When and why breaking even on marketing can be a good strategy.
How to integrat
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By Arkona - Intentional GrowthEp.#4 [THEME SIX]
Do you know what your return on marketing spend is and if it is growing the equity value of your company?
A lot of business owners see marketing as an expense because they cannot clearly connect the marketing spend to a return on investment (also known as return on ad spend or ROAS).
Today we have Jeff Campbell, co-founder of aiCommerce, on the show to walk us through what it takes to turn marketing into an investment. Jeff is the perfect person to speak on this topic because he has been an agency owner, sold his business, and now invests in–and manages–companies and brands.
Jeff is one of the only people I have been able to have a dynamic conversation with about marketing strategies AND financials all at the same time ;-) He truly “gets it” and breaks it down in a way that should give anyone hope that marketing doesn’t have to be a money pit and can, in fact, be an engine for equity growth, if done properly.
The three main takeaways of today’s interview are: 1) identifying the right KPIs, 2) how to calculate your contribution margin so you know how much it costs you to deliver your product or service, and 3) how to test different advertising channels while maintaining your desired ROAS. In addition, Jeff breaks down the very few levers he pays attention to when market testing a new product or service.
Marketing shouldn’t be a guessing game. If you can understand how much it costs you to deliver your product and the lifetime value of a customer, you can market with a clear outline of what works and what doesn’t.
If you want to answer the question: “How much money should I spend on advertising, with which products, while maintaining x margins, while maintaining and growing cash flow?” then you will want to tune in to this episode as well as the next one ;-)
// WATCH THE INTERVIEW ON YOUTUBE: Intentional Growth™ Podcast
What You Will Learn
How to think about marketing as an investment and not an expense.
What costs go into marketing and why the ROAS calculation is flawed with many brands.
The different types of marketing that brands (companies) should be doing and why revenue should not be top priority.
Jeff’s metrics (KPIs) that matter when scaling a company’s valuation.
What contribution margin is, how to calculate it, why it matters, and how to use it.
How to intentionally invest in marketing when you know the lifetime value of your customer.
When and why breaking even on marketing can be a good strategy.
How to integrat