The Most Important Marketing Metric for B2B Startups

In one word, it’s REVENUE. How are your marketing dollars being turned into real world revenue and profit.

This is why I think it is so important to have a “Growth Hacker” on your team. I think I’m borrowing this term from Sean Ellis.. in fact I know I am. In the growth phase of a startup, its essential that you have a person on your marketing team that is wiling to get his hands dirty, test ideas, fail and iterate. They should be metrics driven with an intense focus on revenue and growth. They should have an expertise in “execution” and not management. Their true north should be pointed to driving revenue.

In the near term, your startup should be focused on getting customer leads. This means you have to keep a keen eye on the cost of acquiring a customer. Tie it back to what it means in terms of real world revenue. How much does it cost to acquire a qualified customer lead? How does this compare to the average lifetime value of a customer?

*Notes to myself:

  • Reach out to people outside of LTC facilities.
  • Concentrate on inbound marketing
  • Be focused on executing. Apply 80/20 to the the revenue producing activities.(SALES with high value clients who have more than one location)
  • Experiment and fail fast
  • Split test everything
  • Don’t be too meticulous with product. MVP is fine. Get comparison engine product out there quick so I can get more feedback.

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