I'm an advertiser so I'm really bias here, but so many companies are complaining that their ads don't work and they never ask themselves questions like "Is our Paid Acquisition strategy right?" or "Do our ads just suck?". (Not sayin this is what the company from your post did, just adding a point 😂)
But, knowing what I know about the company from your post, Demand Generation might be the right approach for them with focus on educating the consumers about their complex and high-friction product. This can be done in a relatively cost-efficient way. That way, once people are acquainted with the product and the demand is generated, they will look for it themselves, leading most of the revenue through Direct and Organic Search. There is no need to waste tons of money in BOFU conversions campaigns.
Cool post Adam!
I'm an advertiser so I'm really bias here, but so many companies are complaining that their ads don't work and they never ask themselves questions like "Is our Paid Acquisition strategy right?" or "Do our ads just suck?". (Not sayin this is what the company from your post did, just adding a point 😂)
But, knowing what I know about the company from your post, Demand Generation might be the right approach for them with focus on educating the consumers about their complex and high-friction product. This can be done in a relatively cost-efficient way. That way, once people are acquainted with the product and the demand is generated, they will look for it themselves, leading most of the revenue through Direct and Organic Search. There is no need to waste tons of money in BOFU conversions campaigns.
This is 🔥 Adam!
Thanks Ben! Saw I’ve got a new PLGeek email in my inbox this morning too!!!
Yep - was going to talk about that growth loop in the Growth Leadership event last night, but we had so much stuff to cover I didn't get round to it!
Love this very much. Great read
Thanks Leah!