Demand generation when capital gets tight.
At the end of 2022, I hosted 3 panelists to discuss Demand Generation When Capital Gets Tight.
These are 3 takeaways from our conversation:
It takes courage to cut your marketing funnel and reduce the number of MQLs, but if you can ruthlessly prioritize prospects who look like your best customers, you will be able to give them much more sales and marketing attention and increase your pipeline conversion. That’s what Megan Boone did after refining her Ideal Customer Profile - and ensuring strong alignment with her sales stakeholders.
In B2B, you need to build relationships before you get the permission to sell and you can do it effectively with organic channels. Your prospects need to know, like and trust you, and LinkedIn is a great channel to do so. That’s where Anna Khayet’s customers invested time. They grew their audience significantly by building thought leadership, leveraging their founder’s connections and expertise and identifying influencers in their space.
CAC Payback is the metric you want to focus on. Right now your focus should not be on LTV/CAC ratio but instead focus like Francois-Olivier Grisel on CAC Payback, so you know how fast you can reinvest your marketing $$ into growing the business, while also looking closely at your cohorts to identify the best performing ones.