Are you measuring the right things ? | Alon Even, CMO as a service

What’s the one marketing trend that you wholeheartedly disagree with?

In the early stages, you can’t just rely on short term strategies, like demand capture and hope for the best…

I mean, you can use these strategies in order to drive initial growth up to around one or 2 million ARR. But you have to balance the short term and the long term.

So it’s common when you think about it’s common when it comes to capturing demand with Google ads.

Sooner or later, you will reach a point of diminishing return and it doesn’t matter what you do, whether you want to add keywords or increase media spend, you will reach, you will hit a plateau and your result will go down.

At the end of the day, even if you have a limited budget, you have to make sure that you balance the short and the long term strategies. And the long term strategies will ensure that once your buyers are in market, your brand will pop up in their minds, and they choose you over the competition.

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

You don’t have to measure everything, but measured the metric that really moved the needle for your business, including pipeline, customer acquisition costs, revenue ACV, sales cycle length, and win rates.

Then you should analyse how your marketing and sales efforts impact your pipeline and revenue.

And last in turn this if you do it right, this analysis will guide your marketing strategy by focusing on the right marketing channels and activities that actually creating.

What’s the most important character trait that helps you succeed in your career? Why?

Okay, if I had to choose one character trait that would be curiosity.

For me, curiosity means putting yourself in the shoes of your customers, and truly understanding what makes your buyers tick.

Whether it’s, you know, understanding their challenges, their goals, their beliefs, their desires, or how they make buying decision.

So when you know how to get your buyers buy in why this will serve as the foundation for your marketing strategy.

In my experience, you know, the reality is that that many, many companies are not doing it.

So that’s why it’s a big opportunity for you as a marketer, to do things differently and set set yourself apart from your peers.

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