NeoMarketing’s Mantra: Double the Best, Halve the Waste

Published May 21-27, 2025

1

The Idea

Marketing stands at a crossroads, facing unprecedented challenges and opportunities in the AI era. As Google’s AI Overviews and AI answer engines like ChatGPT and Perplexity disrupt organic search traffic, and competitive pressures demand ever-accelerating growth, brands find themselves trapped in an increasingly expensive cycle. This perfect storm is forcing marketers to pour more resources into reacquisition—repeatedly paying premium prices to reach customers they already know—while traditional engagement channels continue to deteriorate.

I’ve written extensively about the profound inefficiencies plaguing modern marketing—what I call the “$500 billion AdWaste crisis.” This staggering figure represents the 70% of digital marketing budgets that brands squander on repeatedly reacquiring customers they already know through expensive adtech platforms.

The AdWaste crisis stems from two fundamental marketing failures: the “Not for Me” problem (generic messaging that fails to resonate with individual preferences) and the “No Hotline” problem (the absence of reliable engagement channels). These failures lead to attention recession, where customers mentally unsubscribe long before formally opting out, forcing brands into expensive reacquisition cycles.

During a recent meeting with an eCommerce client, this reality came into sharp focus. Despite building a successful business with $6 million in annual revenue, he struggled with balancing growth and profitability. His monthly acquisition spending through adtech platforms was $50,000—a stark contrast to the mere $2,000 he spent on martech solutions for retention.

When I pointed out this imbalance, his response captured the fundamental challenge facing marketers today: “Acquisition is easy—I just call up an agency, give them a budget, and they deliver the clicks. ABC. Agency, Budget, Clicks. Retention is tough. Martech platforms are complex. I know my team doesn’t make full use of your platform. I know we need better segmentation, sharper content, more targeted campaigns. But all that is hard work. Can you make martech as easy as adtech? And also provide agency support so you price on outcomes rather than inputs. Become a partner, not a vendor.”

This conversation crystallised the core ideas I’ve been exploring: NeoMarketing, the BRTN (Best-Rest-Test-Next) framework, AI Marketing Agents and Twins, Progency, NeoN, and NeoMails. These concepts represent a fundamental reimagining of marketing for the AI era—one that addresses the AdWaste problem while maximising Customer Lifetime Value (LTV) and minimising Customer Acquisition Cost (CAC) to deliver “Rule of 40” profitable growth.

As I reflected on this and other conversations during my flight back to Mumbai, I realised I needed a simple slogan to capture the essence of NeoMarketing: “Double the Best, Halve the Waste.” This encapsulates the dual mission of NeoMarketing—doubling the Best customer base (those top 20% who deliver 60-80% of revenue and 200% of profits) while cutting AdWaste (primarily spent on reacquisition) by 50%.

In this series, I’ll explore how breakthroughs like Progency (combining Platform, Experts, AI Agents, and Kaizen-driven continuous improvement) and NeoN (an alternate ad network based on authenticated identity) can transform marketing from a cost centre into a profit engine. I’ll demonstrate how these innovations enable brands to establish reliable hotlines with customers, deliver true N=1 personalisation at scale, and eliminate the wasteful reacquisition cycle that drains marketing budgets and stunts profitability.

Together, we’ll discover how to make NeoMarketing’s “Double the Best, Halve the Waste” vision a reality for businesses.

2

Foundations – 1

I asked Claude to provide summaries of the six foundational ideas.

NeoMarketing

NeoMarketing represents marketing’s third great era, following Traditional Marketing (1950s-1990s) and Modern Marketing (2000s-2020s). This paradigm shift fundamentally inverts established priorities: retention before acquisition, relationships before transactions, and individuals before segments. Unlike current approaches where 70% of budgets fund wasteful reacquisition, NeoMarketing systematically eliminates AdWaste while maximising customer lifetime value. It solves the twin failures of modern marketing: the “Not for Me” problem through true 1:1 personalisation, and the “No Hotline” problem through reliable daily engagement channels. By transforming marketing from a cost centre into a profit engine, NeoMarketing delivers three revolutionary outcomes: eliminating AdWaste by solving attention recession at its source, re-engineering retention through AI-powered personalisation, and creating a flywheel for profitable growth that drives sustainable business success.

Best-Rest-Test-Next Segmentation

The BRTN framework revolutionises segmentation by categorising customers based on engagement patterns rather than demographics or psychographics. Best customers (top 20%) typically generate 60-80% of revenue and 200% of profits, warranting extreme retention with Velvet Rope Marketing’s hyper-personalised experiences. Rest customers (middle 40-50%) show declining engagement within the past 30-90 days and represent marketing’s greatest untapped opportunity—requiring immediate intervention before slipping into dormancy. Test customers (dormant 30-40%) have gone inactive for 90+ days, driving the AdWaste crisis as brands repeatedly pay to retarget them through expensive platforms. Next customers are genuinely new acquisitions who require thoughtful welcome experiences. This engagement-based approach creates a clear operational framework for allocating resources where they deliver maximum impact, systematically converting Rest customers to Best status while reducing expensive Test customer reacquisition.

AI Agents and Twins

AI Agents and Twins represent a quantum leap beyond traditional marketing automation. AI Agents function as autonomous specialists handling complex marketing tasks at scale—from audience segmentation and content creation to journey orchestration and performance analysis—all coordinated by an AI Co-Marketer that ensures alignment with brand guidelines and business objectives. Meanwhile, AI Twins create digital replicas of customers that continuously learn from every interaction, building increasingly accurate models of individual preferences and behaviours. This agent-twin ecosystem enables a “Department of One for a Segment of One”—where small marketing teams can deliver truly individualised experiences to millions of customers simultaneously. Unlike rules-based systems, these agents autonomously identify opportunities, execute complex workflows, and continuously self-improve, transforming marketing from manual orchestration to intelligent automation.

3

Foundations – 2

Progency

Progency—a fusion of product, AI agents, and agency—solves the critical “Who Will Do It?” problem that has limited martech’s impact. Unlike traditional agencies using third-party tools or martech vendors providing just software, Progency combines proprietary platform capabilities with specialist expertise and AI orchestration in a performance-based model. Through the PEAK framework (Platform, Experts, AI agents, Kaizen), Progency takes end-to-end responsibility for driving measurable business outcomes. Most revolutionary is its economic model: eliminating platform fees in favour of revenue-sharing tied directly to measurable results. This creates perfect alignment between vendor and client—Progency succeeds only when brands succeed. By focusing specifically on maximising value from “Rest” customers, Progency enables marketing teams to concentrate on their Best and Next customers while systematically reducing expensive reacquisition through deeper, more relevant engagement.

NeoMails

NeoMails transforms traditional static emails into interactive, app-like experiences that command attention and drive action. Through interactive technologies like AMP and CSS, NeoMails incorporates three revolutionary elements: Atomic Rewards (Mu) that gamify opens through micro-incentives; Microns that deliver 15-60 second “brain gain” experiences; and ActionAds that enable complete transactions directly within the email itself. This approach eliminates the “click-through penalty” that typically loses 80-90% of potential conversions when customers must navigate to external sites. By establishing reliable daily “hotlines” between brands and customers, NeoMails solves the “No Hotline” problem at the root of attention recession. The impact is transformative: increasing engagement rates by 4-10X while simultaneously creating new revenue opportunities through monetised attention. For brands, NeoMails represents the critical bridge that prevents Rest customers from sliding into expensive dormancy.

NeoN

NeoN reimagines advertising through authenticated identity, creating a direct marketplace that connects brands without expensive intermediaries. Unlike cookie-based targeting, NeoN leverages first-party data with deterministic, precise matching to enable brand-to-brand collaboration. Through this approach, one brand’s inactive “Test” customers can be precisely targeted through another brand’s engaged “Best” customer channels. Interactive ActionAds within partner emails enable complete transactions without leaving the inbox, dramatically increasing conversion rates. This creates a powerful dual advantage: publishers “print money” by monetising their engaged audience while advertisers “save money” through dramatically more efficient customer acquisition—cutting costs by 30-50% compared to traditional platforms. As third-party cookies disappear, NeoN’s authenticated approach represents not just another advertising channel but a fundamental reimagining of how brands reach both dormant customers and new prospects.

**

To deliver on NeoMarketing’s twin promise—maximising LTV while minimising CAC—a dual-track approach becomes essential: Progency transforms Rest customers into Best through AI-powered personalisation, while NeoN slashes reacquisition costs through precision targeting and frictionless conversions.

4

Rest to Best

The critical weakness in customer monetisation lies with “Rest” customers—those in the middle 40-50% showing declining engagement. These customers stand at a crossroads: they could evolve into future Best customers driving significant profits, or slide into the Test segment requiring expensive reacquisition. The primary mission of Progency is to ensure the former.

Marketing teams typically create just a handful of segments, primarily focused on Best customers where immediate revenue flows. Rest customers get awkwardly shoehorned into these existing segments, triggering the “Not for Me” problem. Their individuality gets lost in crude groupings, causing steadily declining engagement as communications fail to resonate with their specific needs and preferences.

NeoMarketing reverses this damaging trend through Progency. Where human marketers struggle with resource constraints, AI Agents excel—tracking each Rest customer individually and orchestrating truly generative journeys with “Just for Me” content delivered at precisely the right moment through that customer’s preferred channel.

The PEAK framework makes this transformation possible:

• Platform: Utilising the full capabilities of martech systems that typically sit 60-65% unutilised within brand environments
• Experts: Deploying vertical specialists who understand industry-specific customer behaviours and triggers
• AI Agents: Orchestrating a collaborative system of specialised agents for segmentation, content creation, journey design, and performance analysis
• Kaizen: Implementing continuous improvement methodologies that systematically enhance every customer interaction

Progency’s revolutionary outcome-based pricing model ensures that maintaining the status quo creates no value—only incremental revenue above established baselines generates compensation. This creates perfect alignment between Progency and brand objectives, incentivising whatever it takes to drive retention and revenue from Rest customers.

The ultimate goal is clear and measurable: create a new core of high-value customers from the Rest segment equal in size to the current Best customers. This is precisely what “Double the Best” means. Rather than forcing marketing teams to stretch their limited resources across all customer segments, Progency adds a dedicated AI-powered system specifically optimised to grow revenue from the often-neglected middle.

By transforming half of Rest customers into Best status, brands can achieve extraordinary profit growth without proportional increases in marketing costs—creating a sustainable competitive advantage that acquisition-focused competitors simply cannot match.

The economics of this transformation are compelling. Consider that Best customers typically generate 3-5x more annual revenue than Rest customers, with significantly higher purchase frequency and average order values. Every Rest customer successfully elevated to Best status can represent a significant increase in additional annual revenue with virtually no acquisition cost.

What makes this approach particularly powerful is its compounding effect over time. As Progency’s AI systems continuously learn from each interaction, performance steadily improves—unlike traditional marketing where results often plateau after initial optimisation. The personalisation becomes increasingly precise, engagement deepens, and conversion rates climb. Meanwhile, these newly-created Best customers begin generating referrals at 2-3x the rate of average customers, creating a flywheel effect that simultaneously reduces acquisition costs while accelerating growth. This represents the ultimate marketing efficiency: transforming underutilised existing relationships into both immediate revenue and future customer acquisition.

5

Cutting CAC

While transforming Rest customers into Best represents the revenue upside of NeoMarketing, addressing the AdWaste crisis by cutting Customer Acquisition Costs delivers the immediate profit impact. AdWaste is created by continuously reacquiring Test customers through auction-based adtech platforms. It’s the equivalent of a homeowner paying rent to sleep in their own bedroom. This devastatingly inefficient cycle consumes approximately 70% of digital marketing budgets globally—an estimated $500 billion annually—yet rarely receives scrutiny in boardroom discussions.

The mechanics of this waste are straightforward but pernicious. When customers slip from Rest to Test status (becoming inactive for 90+ days), brands lose the ability to reach them through owned channels. Their only recourse becomes paying premium prices to Google, Meta, and other platforms in competitive auctions to “rediscover” these customers—often at costs 5-10x higher than retention marketing. With each passing month, these platforms’ algorithms drive prices steadily upward through their auction dynamics, creating a mathematical impossibility for sustainable profitability.

What makes this situation particularly absurd is that brands are essentially paying rent to access customers they already know. These customers exist in their databases—complete with email addresses, purchase histories, and behavioural data—yet brands must pay third-party intermediaries exorbitant fees to reach them.

NeoMarketing offers a two-pronged approach to slash this wasteful spending by at least 50%.

First, solving the Hotlines problem through NeoMails prevents Rest customers from becoming Test customers in the first place. Traditional emails achieve single-digit open rates because they deliver little genuine value while demanding significant attention (clicking through to websites, completing multi-step processes). NeoMails fundamentally reinvent this dynamic through the Mu-Micron combination—Atomic Rewards (Mu) to drive opens through micro-incentives, and Microns providing 15-60 seconds of valuable “brain gain” experiences daily.

This daily engagement creates habit-forming interaction patterns. When customers expect and value these micro-experiences, they remain connected to the brand, preventing the attention recession that leads to dormancy. Even if they’re not actively purchasing, the hotline remains open—preserving the ability to reach them without expensive intermediaries when the right offer arrives.

Second, NeoN provides a revolutionary alternative for reaching Test customers who have already gone dormant. Unlike traditional retargeting that relies on probabilistic cookie matching through expensive auction platforms, NeoN creates a brand-to-brand cooperative email ad network based on authenticated identity (PII).

This approach creates a powerful win-win ecosystem:

• Publisher brands monetise their engaged email audiences through ActionAds embedded within their communications to Best customers
• Advertiser brands precisely target their dormant Test customers through these authenticated channels at 30-50% lower costs than traditional platforms
• Customers receive more relevant offers in channels where they’re already engaged, eliminating the intrusive retargeting that follows them across the web

NeoN’s precision matching eliminates the waste inherent in traditional targeting, where up to 40% of impressions reach incorrect audiences due to cookie limitations. Instead, messages reach exactly the right individuals based on email identity rather than probabilistic proxies.

Most importantly, ActionAds eliminate the devastating “click-through penalty” that typically loses 80-90% of potential conversions. By enabling customers to browse products, complete forms, and make purchases directly within partner emails, NeoN dramatically increases conversion rates while reducing friction.

NeoMails prevents customers from becoming dormant while NeoN provides a cost-effective way to reconnect with those who already have.

The financial impact is transformative. By preventing dormancy and cutting reacquisition costs by 30-50% while simultaneously creating new revenue streams from existing email programs, brands can redirect millions from wasteful platform spending back to their bottom line. This is precisely what “Halve the Waste” means: systematically eliminating the inefficient reacquisition cycle while building more valuable, sustainable customer relationships.

**

NeoMarketing’s dual strategy—Progency’s Rest-to-Best transformation alongside NeoN’s precision targeting—creates an integrated solution to marketing’s most expensive inefficiencies. By systematically doubling the Best customer base while halving AdWaste, this approach doesn’t merely optimise existing processes; it fundamentally rewires marketing economics.

For marketers, the path forward is clear. First, measure your current baseline: what percentage of customers are Best, what’s your Rest-to-Test conversion rate, and how much do you spend on reacquisition? Then implement the dual-track strategy: deploy Progency to elevate Rest customers through AI-powered personalisation while implementing NeoN to slash reacquisition costs.

As traditional marketing continues its descent into diminishing returns and rising costs, NeoMarketing offers a revolutionary alternative—one that transforms marketing from necessary expense into the primary profit engine driving sustainable business growth.

6

AI Take – 1

I asked Claude and ChatGPT: “What can you suggest to make it better? Evaluate the ideas critically. Will they fly with marketers? If you were a marketer receiving these ideas, what would you do?”

Claude

Strengths of the NeoMarketing Framework

The NeoMarketing approach has several compelling strengths:

1. Addresses a Genuine Pain Point: The “$500 billion AdWaste crisis” resonates because most marketers intuitively understand they’re spending too much reacquiring existing customers. Your framing of this problem is powerful and data-driven.
2. Simple, Memorable Positioning: “Double the Best, Halve the Waste” is an outstanding slogan that clearly communicates the value proposition in terms executives care about.
3. BRTN Framework’s Clarity: Segmenting by engagement patterns (Best-Rest-Test-Next) rather than demographics provides actionable clarity that most marketers will find immediately applicable.
4. Performance-Based Economics: The Progency model of paying only for incremental results aligns perfectly with C-suite expectations and addresses the “vendor vs. partner” tension.

Potential Challenges and Improvements

However, several aspects might face resistance or require refinement:

1. Complexity Concerns: While conceptually sound, the full implementation of AI Agents, Twins, NeoMails, and NeoN might overwhelm marketers who are still struggling with basic personalization. Consider creating a phased adoption roadmap that starts with simpler components.
2. Proof Points Gap: Marketers will immediately ask for case studies proving these concepts work at scale. Without substantial real-world examples, consider starting with a “pilot program” framing rather than presenting it as a fully proven system.
3. Execution Realities: The promise of AI-driven personalization at scale faces practical hurdles like data quality, integration complexity, and governance. Adding a realistic assessment of these challenges would build credibility.
4. Channel Diversification: The framework seems heavily weighted toward email. While logical given email’s ROI, today’s marketers need omnichannel solutions. Expanding how these concepts apply across channels would strengthen appeal.
5. Potential Pushback: The most likely objection will be: “If this works so well, why isn’t everyone doing it?” Addressing this head-on by acknowledging the novelty while emphasizing the competitive advantage of early adoption would be helpful.

If I Were a Marketer Receiving These Ideas

As a marketing leader, my reaction would likely be:

1. Intrigued but Cautious: The framework addresses real pain points with logical solutions, but the comprehensive nature might seem ambitious.
2. Looking for Proof: I’d immediately want to see case studies or at least pilot results. Without these, I’d be hesitant to commit fully.
3. Seeking Incremental Steps: Rather than implementing the entire system at once, I’d want a clear path to start small, prove value, and expand gradually.
4. Considering Resource Requirements: I’d have concerns about implementation complexity, data readiness, and the expertise needed to make this work.
5. Wanting Specifics on My Industry: I’d wonder how these concepts translate to my specific vertical and customer base.

Suggested Refinements

To make NeoMarketing more immediately actionable:

1. Create an Adoption Staircase: Develop a clear, phased implementation approach starting with basic components (like the BRTN framework) and progressing to more advanced elements.
2. Offer a Self-Assessment Tool: Provide a diagnostic that helps marketers quantify their current AdWaste and identify their biggest opportunities.
3. Develop Industry-Specific Versions: Tailor the approach for key verticals (retail, financial services, travel, etc.) to make it more immediately relevant.
4. Acknowledge the Change Management Challenge: Address the organizational and cultural shifts required, not just the technological ones.
5. Build a Clear ROI Model: Create a calculator that helps marketers forecast potential returns based on their specific customer base and current metrics.

The core ideas are solid and address genuine market needs. With these refinements, NeoMarketing could become a transformative framework that redefines how marketers approach customer relationships and ROI.

ChatGPT

1. Strengths

• Clear, Bold Mantra: “Double the Best, Halve the Waste” is a memorable, sharp slogan. It simplifies the complex NeoMarketing vision beautifully for marketers who often seek simple action guides.
• Strong Diagnosis of the Problem: You have pinpointed the AdWaste issue very sharply: the insane waste in reacquisition, and the two root problems — “Not for Me” (poor personalisation) and “No Hotline” (lack of daily engagement). This diagnosis resonates deeply with marketers who feel their budgets slipping away without corresponding outcomes.
• Compelling Framework: You present an actionable plan: Progency for Rest-to-Best transformation (revenue uplift), and NeoN for slashing reacquisition costs (profit improvement). This “two-problem, two-solution” structure is logical and powerful.
• Innovation with Familiarity: Marketers know the importance of segmentation and lifecycle marketing. Your BRTN segmentation is a clever upgrade that feels intuitive yet fresh.
• Focus on Economic Outcomes: Talking in the language of LTV, CAC, and “Rule of 40” profitable growth grounds your ideas solidly in business terms, not just marketing metrics.

2. Weaknesses (from a critical lens)

• Hard Work vs. Quick Wins Reality: Your story with the $6M ecommerce founder (“ABC: Agency, Budget, Clicks”)is powerful. However, it exposes a deeper truth: marketers are lazy or overburdened.
  • Progency and NeoMails/NeoN require rethinking, retraining, rebuilding.
  • Many marketers might nod but delay action because it’s harder work than throwing money at ads.

➡ Suggestion: Explicitly propose an “easy entry point” — e.g., start with 1 segment, 1 micron program, 1 NeoN campaign. Lower the initial activation energy.

• Need for Case Studies or Proof Points: There’s a gap today: you state NeoMails and NeoN’s potential impact (4-10X better engagement, 30-50% CAC cuts)— but real-world pilots or data would build credibility immensely.
  Marketers need “show me, not tell me.”

➡ Suggestion: Even hypothetical mini-case examples would make it more believable. (“Imagine a fashion brand doing X and seeing Y results.”)

• Organisational Inertia: Shifting from Acquisition Addiction (AAA) to Retention Mindset (OOO) demands cultural change. CMOs might agree intellectually but lack the will or fear failure.

➡ Suggestion: You could propose a “Parallel Pilot Approach” — run a NeoMarketing pilot alongside existing adtech tactics, and compare outcomes. This de-risks the mindset shift.

• Privacy and Consent: NeoN’s authenticated targeting model is powerful, but you gloss over privacy concerns. CMOs today are deeply wary after GDPR/CCPA penalties.

➡ Suggestion: Add a simple visual of how NeoN respects user consent at every step (eg., “customer-controlled identity exchange”).

3. If I Were a Marketer Receiving These Ideas

• Initial Reaction: “Brilliant…but tough.” I’d love the vision. I’d worry about execution complexity.
• Actions I Would Take:
  • Immediately ask my retention team to identify my current Best-Rest-Test segmentation.
  • Run a small test of NeoMails to revive Rest customers.
  • Pilot NeoN for a small Test customer batch — maybe a 2-3 week campaign.
  • Ask for an agency-like partner to “do it for me” (the Progency model fits here brilliantly).
  • Start measuring baseline metrics: Rest-to-Best conversion %, Test-to-Reactivate costs.

4. Summary: Overall Evaluation

Category	Evaluation
Ideas	Excellent, crisp, transformative for marketing
Practicality	Needs a “step 1-2-3” simpler activation plan
Reception by Marketers	Excitement mixed with caution
Next Step You Should Add	Proof points, lighter entry path, privacy reassurances

7

AI Take – 2

I then asked Claude and ChatGPT to create a NeoMarketing playbook for marketers.

Claude

Step 1: Audit Your Customer Engagement & AdWaste

Actions:

• Analyze your customer database using the BRTN framework: identify your Best (top 20% by revenue), Rest (wavering engagement), Test (dormant 90+ days), and Next (new acquisitions) segments
• Calculate your current reacquisition spending: what percentage of digital marketing budget goes to platforms like Google and Meta to reach existing customers?
• Measure your Rest-to-Test conversion rate: how quickly are customers becoming dormant?

Quick Win: Create a simple dashboard showing these metrics. Just quantifying the problem often reveals immediate opportunities for improvement and builds internal consensus around the need for change.

Step 2: Establish Your Baseline & Set Targets

Actions:

• Document key metrics: Best customer percentage, average Best customer value, Rest customer volume, monthly reacquisition spend
• Set specific 6-month targets: e.g., “Convert 20% of Rest customers to Best status” and “Reduce platform reacquisition spend by 30%”
• Identify one high-potential Rest customer segment for your initial pilot

Quick Win: Select a modest-sized group (5,000-10,000 customers) from your Rest segment who purchased within the last 60 days but haven’t engaged since. This becomes your initial pilot group.

Step 3: Implement Your First NeoMails Campaign

Actions:

• Create a 30-day NeoMails pilot for your selected Rest segment, incorporating:
  • Atomic Rewards (Mu) to incentivize opens
  • Microns with valuable “brain gain” content
  • Interactive elements that create daily engagement patterns
• Track engagement metrics against your control group

Quick Win: Start with just one interactive element (e.g., a quick quiz, preference selector, or micro-game) to prove the concept before scaling to more sophisticated interactions. Even basic AMP elements can increase engagement by 2-3X.

Step 4: Test NeoN Targeting for Select Test Customers

Actions:

• Identify a segment of your highest-value Test customers (dormant but previously profitable)
• Compare costs and conversion rates between traditional retargeting and NeoN’s authenticated approach
• Measure the impact of frictionless ActionAds versus standard click-through campaigns

Quick Win: Start with a limited budget test (10-15% of your normal retargeting spend) focused on your most valuable lapsed customers. This creates a clear comparison without requiring major budget reallocation.

Step 5: Build Your Dual-Track Scaling Plan

Actions:

• Based on pilot results, develop your comprehensive scaling strategy:
  • Progency implementation plan to systematically convert Rest customers to Best status
  • NeoN rollout plan to progressively replace traditional reacquisition spending
• Create a 12-month roadmap with clear financial projections
• Identify organizational readiness requirements (data integration, team alignment, etc.)

Quick Win: Start with a 90-day “Phase 1” that focuses on the quickest path to ROI. This typically means prioritizing high-value Rest customers for the Progency approach, while simultaneously redirecting spending from your most expensive retargeting channels to NeoN alternatives.

Implementation Support Tools

• BRTN Calculator: Input your customer data to instantly identify your Best-Rest-Test-Next breakdown
• AdWaste Estimator: Calculate your current reacquisition spending and potential savings
• ROI Projector: Forecast the financial impact of transforming Rest customers to Best status
• Readiness Assessment: Evaluate your technical and organizational preparedness

By following this structured approach, you can begin your NeoMarketing journey with minimal risk while establishing clear proof points for broader implementation. The key is starting with focused pilots that demonstrate value quickly, then scaling methodically based on proven results.

ChatGPT

📘 NeoMarketing 2X Best, Halve Waste Playbook

(Your Practical Starter Plan to Double Profits and Halve AdWaste)

🎯 Objective

Transform marketing from a cost centre into a profit engine by doubling Best customers and halving reacquisition AdWaste.

🚀 5-Step Action Plan

1. Segment Today: Apply BRTN

✔ Action:
Audit your customer base into 4 groups:

• Best: Active in past 30 days, high spenders
• Rest: Last engaged 31-90 days ago
• Test: No engagement past 90 days
• Next: New and recent first-time buyers

Tools: Use your CRM or email platform filters.
Time needed: 1-2 days.

Outcome:
Baseline view of the goldmine you already have but under-monetise.

2. Launch Rest Revival: Micro NeoMails Pilot

✔ Action:
Create a NeoMail campaign targeting 5,000-10,000 Rest customers.

Elements to include:

• A short Micron (brain-gain content)
• A simple Atomic Reward (Mu) offer
• One interactive AMPlet inside the email (eg., a preference quiz)

Objective:
Reignite daily attention and reverse churn before it’s too late.

Tools: Partner with an ESP/agency offering AMP-powered email if needed.

3. Reactivate Test Customers: Small NeoN Pilot

✔ Action:
Identify 2-3 brands in your network (non-competing) whose engaged customers overlap with your Test segment.

✔ Set up a NeoN ActionAd campaign in their email newsletters.

Focus:

• Bring back Test customers with special comeback offers
• 30-50% cheaper than Meta/Google reacquisition

Time needed: 2-4 weeks for pilot setup and run.

4. Track 3 Critical Metrics

✔ Every week, monitor these three KPIs:

• Rest-to-Best Migration Rate (% Rest customers becoming Best)
• Test Reactivation Cost vs Traditional Ad Costs (cost per reactivated user)
• Earned Growth % (Revenue from retained + referred customers)

✔ Bonus:
Run a small AB-test:
NeoMarketing Pilot Group vs. Business-as-usual Group
Compare revenue and engagement over 60-90 days.

5. Scale via Progency Partnering

✔ Action:
If pilots work (they likely will!):

• Expand NeoMail programs to ALL Rest customers
• Scale NeoN across all Test customers
• Formalise partnership with a Progency (product + AI + experts) to manage “Rest” and “Test” segments continuously.

Why:
You avoid internal bandwidth bottlenecks, and pay based on outcomes, not software usage.

**

📈 Playbook Summary Table

Step	Focus	Outcome
1	Segment into Best, Rest, Test, Next	Know your database opportunities
2	Micro NeoMail campaign	Revive Rest customers cost-effectively
3	Small NeoN pilot	Slash Test customer reacquisition costs
4	Track 3 KPIs	Show early proof of business impact
5	Partner with Progency	Scale results without staffing burdens

 🏆 Key Mindset Shifts Needed

• Treat Best customers like royalty (extreme retention).
• Rest is your sleeping goldmine — wake them up with love.
• Test needs surgical reactivation — not mass re-ad spending.
• Acquisition alone is death by thousand cuts. Retention is survival.