Our fractional CMO services approach marketing and growth based on hard numbers and disciplined testing. Early on in each engagement, we develop a model of your business to identify its natural trajectory and levers that may be used for growth. Our modeling will vary based on the type of business - two examples are shown below.
Once we have a model, we start to look at optimizing your existing marketing channels and identifying new ones. These can include both offline and online marketing strategies. We will work with you on developing a testing strategy and plan, and help you manage the process along with any needed partners to chart your path to growth.
1. Analyze Unit Economics
We start out by looking a the economic value that ads such as Google Ads PPC can provide to your business. We look at the average value that each new customer adds to your firm and compare this against the existing costs and expected costs of PPC and other ad channels.
2. Assess Your Performance
We will perform audit on your past Google Ads PPC and advertising performance. We will look at your past spend and clients by campaign, keyword, ad, landing page and other factors to find out how to best drive your ads to create profitable growth for your firm.
3. Find Waste & Opportunities
During the audit we typically find opportunities for improvement. We often find tracking issues or places where you don't have full information on how your advertising spend is driving new business. We take both of these pieces of information to create an plan to improve your performance.
4. Ongoing Management
Our ongoing Google Ads PPC and ad management processes contains business reporting that lets you know what value you are getting from your ads. We don't focus on clicks, or impressions - just valuable leads and new clients and customers.
Model your SaaS business
For a SaaS business we start by evaluating your current acquisition channels and churn rate to model out the trajectory of your business along with the economics of your marketing efforts. This gives us immediate insight into the steps that will be needed to continue or restart growth by developing a comprehensive offline and online marketing strategy.
Model your eCommerce business
An eCommerce business lives and dies based on new customer acquisition and the management of existing customers over their lifetime. Our first step with these businesses is to model the trends in new & returning customers and assess your current marketing efforts to determine the trajectory of your business.