Understanding who your product is best suited for is critical. If you know what your best leads look like and how they behave, you can design an ideal buyer journey for them, making sure that anyone who looks like your best leads stays on the buyer journey that your best leads take. That said, like all channels for optimization, you eventually hit diminishing returns. The major holes get filled, and your customer journey works 95%…

90% of your website traffic doesn’t convert, and there’s nothing worse than a missed opportunity. For b2b companies, retargeting is a no-brainer. It’s an easy way to make sure you’re always targeting an audience that has showed some intent to buy. However, the problem with retargeting anonymous website traffic broadly is that you don’t know who you are targeting and how qualified they are. With just a high volume, many SaaS companies bid low on…

Facebook Ads has become the gold standard of paid acquisition because of Facebook’s powerful targeting algorithm. Retailers, for example, feed transactional data into Facebook’s algorithm to train its bidding engine. Then, Facebook optimize bidding for consumers who are most likely to buy from that retailer. The nearly instantaneously feedback loop enables fast iteration on paid acquisition strategies. You should never be bidding more on a lead than what they are worth to your business. Facebook…

Marketing is becoming an engineer’s game. Marketing tools come with Zapier integrations, webhooks and APIs. Growth engineers finely tune their funnel, each new experiment – an ebook, a webinar, ad copy or a free tool – plugging into or improving upon the funnel. Growth engineers fill their top of their funnel by targeting prospects who look like they are a good fit for their product, but haven’t engaged yet. Guillaume Cabane, VP Growth at Drift,…