Summary
Here is a short summary of the key ideas discussed in this series.
- Marketing Today: facing a leaky customers bucket; serfs to Big Adtech; struggling for profits
- New customers, performance-linked (unlimited) budgets, rising CAC
- Reduced or no profits means business future determined by investors / competitors
- Objective: control own destiny; customers for life; exponential forever profitable growth
- Polycrisis Problem: AdWaste and other Profit-Killers create Profit-less Growth
- Spending on Adtech is 85-90% of brand marketing budgets; Wrong Turn
- Adwaste is 50%: wrong acquisition and reacquisition; Adtech à Big Adtech à Badtech
- Profit-Killers: Adwaste, attention recession, data poverty, and more
- ProfitXL Solution: shifting from acquisition-centric marketing to profit-centric marketing
- Break with Badtech
- Growth at all costs to profitable, sustainable growth
- Flip the Funnel of Brand-Customer Relationships to solve Marketing’s Polycrisis
- Story: a mindset shift from new customers to existing customers, from adtech to martech
- Existing customers and their growth, else they become exiting customers
- Among them, identify and nurture Best Customers
- Encourage referrals and organic acquisition rather than via paid media
- Hotlines: to solve Attention Recession and Data Poverty in push channels
- AMP; Interactive emails (Email 2.0) to convert conversations into conversions and commerce
- WhatsApp: a second channel for interactivity; the new SMS
- Atomic Rewards: micro-incentives via Web3 tokens; Pay customers, not Badtech
- Unistack: to drive Frictionless Omnichannel Personalisation
- Martech 2.0 stack: unified customer view backed by a CDP
- Site Search: AI-powered search and recommendations
- Progency: product meets agency for performance-based, KPI-driven martech services
- Velvet Rope Marketing: to create differentiated experiences for Best Customers
- Customer-Base Audit: to analyse buying behaviour based on transactions data
- Customer Lifetime Value to segment into Best-Rest-Test; Best Customer Genome (BCG)
- SBU for Best customers; eXtreme Retention Tokens; experiences with exclusivity, ease, access
- Acquisition: restructured for near Zero CAC
- Referrals, augmented by ratings and reviews
- Reactivation: alternative to expensive reacquisition; use AMP and Atomic Rewards
- BCG-influenced acquisition; along with early identification of future Best from Next
- Metrics: to Measure the Right Progress
- AdWaste: the pool of money that’s available for redeployment
- MSR: Martech Spend Ratio; percentage of budget on existing customers; get to 50+
- Earned Growth: from existing customer growth and additions via referrals; get to 50+
- Endgame: Build a foundation for ProfitXL
- Profitable Growth: not just growth at all costs
- Exponential and Forever: maximising lifetime revenues
- Profipoly – Profits Monopoly – as the ultimate moat
