To expand a bit for those outside of this space, a performance marketer is often called a direct response marketer. They measure the direct response to everything they do. The alternative is often called an awareness marketer. They tend to focus on creative that can create awareness.
2.) A b2b startup just turning on revenue and looking to show a profit typically needs to validate a really high return from marketing efforts. The salary of a marketing head isn’t free. Do the math off what it cost to acquire revenues and profits off that salary. (e.g. $120k/year to a contractor for this role is $10k/month to the company, that should buy you at least a 2X in profit (you really want to be at 4x in profit) if you are in b2b). Once you have something working you need budget to pour fuel on the fire and get it going.
3.) Disagree here. Plenty of information can be considered confidential by employers and may not be published.
4.) Initially true but Agencies add value as you increase spending. They likely have negotiated better ad rates than your single startup can manage so you’ll save on spend by going through them. Also, don’t discount the creative they can do. Nearly all big companies have struck a working partnership with an agency over creative works the agency designed. There is value here but don’t expect them to figure out your initial strategy. Also, avoid agencies that don’t have good ad spend like the plague. Recently spoke to one that bragged about an average 1.2X return on Capital to their customers in top line revenue from advertising. For every dollar we would spend they would likely bring us $1.20 in revenue. That’s horrible. I can do better with direct mail.
> 4.) Initially true but Agencies add value as you increase spending. ... There is value here but don’t expect them to figure out your initial strategy.
Exactly. The parent comment was spot-on about not hiring someone who is wholly dependent on external agencies to get anything done. Avoid people who are basically middlemen between your company and external agencies. You're better off going directly to the agencies in that case.
You want someone who can chart the initial strategy and then judiciously augment with external agencies when appropriate.
To expand a bit for those outside of this space, a performance marketer is often called a direct response marketer. They measure the direct response to everything they do. The alternative is often called an awareness marketer. They tend to focus on creative that can create awareness.
2.) A b2b startup just turning on revenue and looking to show a profit typically needs to validate a really high return from marketing efforts. The salary of a marketing head isn’t free. Do the math off what it cost to acquire revenues and profits off that salary. (e.g. $120k/year to a contractor for this role is $10k/month to the company, that should buy you at least a 2X in profit (you really want to be at 4x in profit) if you are in b2b). Once you have something working you need budget to pour fuel on the fire and get it going.
3.) Disagree here. Plenty of information can be considered confidential by employers and may not be published.
4.) Initially true but Agencies add value as you increase spending. They likely have negotiated better ad rates than your single startup can manage so you’ll save on spend by going through them. Also, don’t discount the creative they can do. Nearly all big companies have struck a working partnership with an agency over creative works the agency designed. There is value here but don’t expect them to figure out your initial strategy. Also, avoid agencies that don’t have good ad spend like the plague. Recently spoke to one that bragged about an average 1.2X return on Capital to their customers in top line revenue from advertising. For every dollar we would spend they would likely bring us $1.20 in revenue. That’s horrible. I can do better with direct mail.