Million-dollar ad campaigns launch and fail every single day. And it has
0:04
nothing to do with budget, creative, or targeting. And yours might be one of
0:08
them. It’s because nobody asks the most fundamental question before launching an
0:11
ad. And this simple question is, what does success look like, and how do we
0:16
measure it? I know it sounds very basic and fundamental, but there are literally
0:19
million-doll ad campaigns being launched, and nobody knows what metric
0:23
they’re optimizing towards. And that is where the campaign starts to fall apart.
0:27
So here’s what happens in most B2B marketing orgs is the CMO wants brand
0:31
awareness, the VP of demand wants pipeline, the head of paid wants
0:35
efficient CPAs, sales wants qualified leads, and nobody is aligned. This is
0:40
because campaigns get built backwards. Most marketers start with the tactics
0:44
like let’s run ads on LinkedIn instead of starting with the outcome. Ad
0:47
directive. Every campaign starts with three things locked in before we write a
0:51
single ad. One, the funnel stage. Are we optimizing for awareness, consideration,
0:56
or intent? Secondly, it’s the northstar metric for us, it’s SQOs and pipeline
1:02
dollars. Thirdly, what’s the attribution model? How are we tracking back to
1:06
revenue? What’s the look back window? And what counts as influence? When you
1:10
align on those three things before you launch, it changes everything. Creative
1:14
gets sharper, targeting gets tighter, and when results come in, there’s no
1:17
debate about it. It either moved the metric or it didn’t. So before you
1:21
launch your next campaign, ask yourself this question. What am I optimizing for?
1:26
And does everybody on my team actually agree?
View Transcript
Million-dollar ad campaigns launch and fail every single day. And it has
0:04
nothing to do with budget, creative, or targeting. And yours might be one of
0:08
them. It’s because nobody asks the most fundamental question before launching an
0:11
ad. And this simple question is, what does success look like, and how do we
0:16
measure it? I know it sounds very basic and fundamental, but there are literally
0:19
million-doll ad campaigns being launched, and nobody knows what metric
0:23
they’re optimizing towards. And that is where the campaign starts to fall apart.
0:27
So here’s what happens in most B2B marketing orgs is the CMO wants brand
0:31
awareness, the VP of demand wants pipeline, the head of paid wants
0:35
efficient CPAs, sales wants qualified leads, and nobody is aligned. This is
0:40
because campaigns get built backwards. Most marketers start with the tactics
0:44
like let’s run ads on LinkedIn instead of starting with the outcome. Ad
0:47
directive. Every campaign starts with three things locked in before we write a
0:51
single ad. One, the funnel stage. Are we optimizing for awareness, consideration,
0:56
or intent? Secondly, it’s the northstar metric for us, it’s SQOs and pipeline
1:02
dollars. Thirdly, what’s the attribution model? How are we tracking back to
1:06
revenue? What’s the look back window? And what counts as influence? When you
1:10
align on those three things before you launch, it changes everything. Creative
1:14
gets sharper, targeting gets tighter, and when results come in, there’s no
1:17
debate about it. It either moved the metric or it didn’t. So before you
1:21
launch your next campaign, ask yourself this question. What am I optimizing for?
1:26
And does everybody on my team actually agree?
