Martech Outcomes Revolution
I queried my Marketing GPT with the following prompt: “As adtech has grown, so has AdWaste. Therein lies the next big opportunity for outcome-based pricing and the Progency idea of profit-sharing.” Here is the response. I have edited the response to fit the context.
AdWaste in Adtech: There’s a notable disproportion in how brands allocate their marketing budgets, with a substantial 80-90% typically funnelled into adtech for new customer acquisitions and only 10-20% invested in martech for existing customer engagement and growth. This imbalance highlights a significant amount of AdWaste in adtech spending (because of wrong acquisition and reacquisition). This can be as much as 50%, and has remained largely untapped and unnoticed by many brands.
Performance Pricing Models for Martech Growth: Martech companies, especially those serving B2C/D2C businesses, can adopt performance pricing models. This approach aligns with adtech’s transformation and can be seen as a natural evolution for martech’s growth. The shift towards performance pricing can greatly expand the Total Addressable Market (TAM) for these companies by capturing a portion of AdWaste, thereby transforming brand P&Ls.
Shifting Budgets from Adtech to Martech: Marketers are advised to reconsider their budget allocations. They should redirect a portion of the AdWaste from adtech towards martech. This reallocation can incentivise and gamify interactions with existing customers, encouraging them to volunteer personal data (“zero-party” data) for more personalised experiences. This strategy not only reduces reliance on adtech platforms but also opens new opportunities for martech companies to expand their TAM.
Transitioning Martech to Performance-Based Pricing: Martech companies need to evolve from pricing models based on user and usage to models focused on utility and uplift—similar to the adtech industry. This shift requires a fundamental change in how martech companies operate, moving from traditional consumption-based models to performance-linked models. Such a transformation aligns martech spending more directly with tangible business outcomes.
Learning from Adtech’s Evolution: Martech must take lessons from adtech’s evolution, especially the transition from CPM (cost per thousand impressions) to CPC (cost per click) models. This shift emphasizes utility and uplift over mere usage, a change that can enhance advertising efficiency, accountability, and effectiveness. Brands, under pressure from investors for profitability, are increasingly looking for such performance-based pricing models in martech as well.
In summary, there’s a significant opportunity for martech companies to leverage AdWaste and transform their pricing models to be outcome-based. This approach aligns with the current market dynamics where brands are seeking more effective and accountable marketing spend, moving away from traditional adtech’s inefficient customer acquisition strategies to martech’s customer retention and revenue growth capabilities. The integration of performance-based pricing in martech could lead to more efficient use of marketing budgets, better engagement with existing customers, and ultimately, a more sustainable and profitable marketing ecosystem.
I then asked my Marketing GPT for an explanation on how the progency model of martech companies can help brands create profipolies. Here is a lightly edited version.
The Progency model, a concept that merges the capabilities of a product-led agency with performance-driven pricing, is instrumental in aiding brands to create ‘profipolies’ – a state of competitive leadership with robust market positioning. This model represents a significant shift from traditional service providers to a more collaborative and outcome-oriented approach. Progency, as an extension of the marketing team, is not just focused on delivering results but is intrinsically motivated by performance, tying its compensation directly to the success it generates for brands. This transforms the agency from a mere service provider to a critical business ally.
In essence, Progency acts as a “profits agency,” collaborating closely with brands to guarantee and participate in profit generation. It combines content and creative skill sets with analytical and software capabilities, building upon a proprietary full-stack martech platform. This approach ensures that marketing teams can outsource their desired outcomes, similar to the function of adtech agencies, but with a focus on long-term profitability rather than just short-term gains.
The integration of Progency into the marketing strategy allows brands to adopt Martech 2.0 strategies, which include components like Inbox Commerce, Green Journeys, Reactivation, Progency, Near-Zero Acquisition Cost, and Anon-to-Known. These strategies, when combined with the right Martech 2.0 vendors, can lead to significant structural shifts in customer acquisition and retention processes. Brands that quickly adopt these strategies and collaborate effectively with Martech 2.0 vendors can cut through the competitive noise and establish themselves as profipolies, leading their respective markets with deep competitive moats.
Furthermore, the Progency model aligns with the current market context where capital is becoming scarce, and brands are increasingly focused on profitable growth. Martech companies, through the Progency model, are well-positioned to deliver more value with less investment, becoming long-term profitability partners for brands. This approach diverges from the adtech model, which focuses on maximising short-term revenue outcomes, and instead provides a sustainable path for brands to achieve and maintain market leadership.