Marketing Budget Strategies Using Data Insights

A mid-sized brand reached out to us on LinkedIn. 📧 Their message was direct and urgent: "We've seen your work and need your expertise." We set up a call. 📞 After having a conversation, we found that, despite having a decent online presence, they were battling stagnating sales and an underperforming PPC strategy. 📉 They had tried various approaches, but none worked out. After agreeing to work together, the first thing we did was to review their existing campaigns and their PPC structure. The first thing we noticed was the lack of a data-driven approach; they had the tools and the budget but lacked the strategic direction to make the most of their PPC efforts. Over the next few days, we conducted a basic audit to understand all the bottlenecks. This wasn't just about numbers; it was about understanding the brand's story through data. These were the findings and strategies we provided/implemented: 🔶 Campaign Utilization • Observation: Not using SB Video Ads and SD Audience Targeting. • Strategy: Explore opportunities in SB Video Ads and SD Audience Targeting to expand reach. 🔶 Ads-Type Performance • Observation: Overspending on SP, with 95% of budget allocation. • Strategy: Reallocate the budget to 80% on SP and distribute the rest to SB and HSA, enhancing brand presence. 🔶 Match Type Performance • Observation: Broad targeting is leading sales (53%), but Product targeting is underused. • Strategy: Improve ASIN targeting, refine phrase match, and balance the distribution between broad and auto-match types. 🔶 Performance Insights • Observation: High ACoS in SB Video ads with exact match; underperformance in ASIN targeting in SD. • Strategy: Test broader match types in video ads and HSA, focus on competitive ASIN targeting. 🔶 Branded vs. Non-Branded Terms Performance • Observation: Only 1% of budget for high-CVR (41%) branded keywords. • Strategy: Increase allocation for branded keywords and develop a funnel strategy to enhance CVR across the board. 🔶 Bidding Strategy Performance • Observation: Fixed & down bidding showing promising results yet receiving minimal budget. • Strategy: Redirect more funds to fixed & down bidding strategies for improved efficiency. 🔶 Placement Performance & Budget Utilization • Observation: TOS placements have superior CVR and CPA but lack budget allocation. • Strategy: Integrate TOS modifiers and reassess budget distribution for optimal performance. This analysis, based on 60 days of data, provided them with a roadmap to increase sales, improve ROI, and smarter budgeting. Cheers! Amir -------------------- If you're interested in auditing your brand, reach out! 💌 Work We're Most Proud Of: 🔥 $10K to $103K in 30 days with a 4.9% ACoS! 🔥 $126K in sales in 30 days with 5.39% ACoS and 18.55 ROAS! 🔥 $93K in sales within 5 months with 63.24 ROAS and 5.39% ACoS! Let's talk business if you're an Amazon brand owner or an agency owner?🤝 #amazon #amazonfba #amazonppc #amazonadvertising

I've come to understand that the real magic happens when you can transform raw data into actionable insights. Now this logic probably won't work in your relationships, but ... you'll most likely find more success at work. 😆 Achieving this requires more than just intuition; it demands a rigorous, strategic approach to data analysis, especially critical during those pivotal monthly and quarterly reviews, and some great debate conversational skills-you'll see why. What revenue leaders need—and what new marketing leaders must learn—is the importance of grounding their strategies in solid, data-driven evidence. *Read THAT AGAIN. To navigate those conversations, one must rely on reports(data), meticulously tailored to various segmentations such as persona and use cases. This is how one navigates from the ASK -> ACTION. The sales funnel is your beacon in navigating the complex journey of #demandgeneration. It offers a detailed view into the genesis of revenue, tracking Closed Won (CW) opportunities by pipeline source (PS), and dissecting metrics such as Average Annual Recurring Revenue (ARR) and sales cycle lengths. This analysis extends to the creation and conversion rates of qualified opportunities, providing a clear picture of your marketing effectiveness. The #attribution analysis is essential for understanding the impact of our marketing efforts. By categorizing qualified opportunities and high-intent submissions through self-reported attribution (SRA), we can pinpoint the most effective channels and "touchpoints," guiding our investment strategies. This one pains me sometimes; investment insights. We examine everything from total marketing spend to Customer Acquisition Cost (CAC) and the payback periods, ensuring every dollar is accounted for and aimed towards maximizing ROI. For new marketing leaders, here's my advice: Live in the Data. Use these reports as lenses through which to view the entire marketing landscape. Each campaign, whether it be a podcast series or paid media, should be meticulously tracked and analyzed. This not only provides a roadmap for navigating through the complexities of marketing strategies but also acts as a powerful mentorship tool, enabling your team to quickly identify and capitalize on opportunities for improvement. In essence, the arsenal of reports and analytical tools we've developed are more than a collection of data points. It's a strategic asset that enables us to continuously refine our approach, ensuring our marketing efforts are not just efficient but strikingly effective. By embracing a data-first mentality, we navigate the competitive digital landscape with confidence, driving growth and success through informed, evidence-based strategies. This is the new paradigm for marketing leadership, one where data and action converge to create tangible results. #digitalmarketing #dataanalytics #growthmarketing #marketinginsights

🚀 Building on CMO-CFO Alignment: Practical Steps for Success 🚀 In my last post, I shared three key philosophies to foster a strong partnership with Finance. I thought you might appreciate some practical steps to implement these philosophies. Step 1: Establish a Consistent, Seamless Communication Framework Here’s how to set it up: 1. Regular Check-Ins: Schedule consistent meetings with your Finance business partner to discuss ongoing projects, budget updates, and strategic priorities. This keeps both parties informed and aligned. 2. Common Language: Use terms and metrics that are understood by both marketing and finance. Translate marketing activities into expected financial outcomes. 3. Transparent Reporting: Share detailed reports on marketing performance, lead-to-sales pipeline flow (demand volume, conversion & velocity), and budget utilization against forecasted spend. Make sure these reports are accessible and easy to understand. Your finance partners are likely open to helping you build these. Step 2: Define and Align on Shared Metrics Agreeing on common metrics ensures both departments are working towards the same goals. Consider the following: 1. Key Performance Indicators (KPIs): Establish KPIs that reflect both marketing and financial objectives, such as Pipeline Contribution, Revenue Contribution, Customer Acquisition Cost (CAC), and Marketing ROI. 2. Integrated Dashboards: Use technology to create shared dashboards that provide real-time insights into performance metrics. This fosters a data-driven approach to decision-making. 3. Joint Planning Sessions: During planning cycles, set aside time for joint sessions where marketing and finance can align their strategies and targets. This promotes a unified approach. Actually treat your Finance business partner as a member of your leadership team. Step 3: Implement Predictable Budget Management Predictability in budget management builds trust and ensures financial stability. Here’s how to achieve it: 1. Detailed Budget Forecasts: Create thorough and realistic budget forecasts. Break down expenses by functional group, strategic initiatives, market segments, campaign, channel, and time frame. 2. Real-Time Tracking: Utilize marketing performance management platforms / tools to monitor and manage spending in real-time. Spreadsheets don’t cut it and everything is dependent on your ability to effectively plan and manage your budget like an investment portfolio. My go to is Hive9, an Uptempo company 3. Proactive Communication: Keep the CFO informed about any changes in spending patterns or budget requirements. Good news travels fast, bad news faster. 🗣️ Join the Conversation: What practical steps have you taken to align your marketing and finance teams? Share your experiences and insights below! 👇 #B2B #B2BMarketing #Finance #CMO #CFO #BusinessGrowth #StrategicAlignment #ROI #Collaboration