Here’s what I covered in the latest 99 Marketing Problems video – this is where I take a real problem from marketers in my network and share how I would solve for it based on 25 years of experience leading marketing budgets up to $50M and leading growth at companies like GE, Priceline, WWE and Nickelodeon.
A marketing director at a Series C SaaS company hit me up last week with a common problem – he felt that the value prop on their buyer’s journeys wasn’t clear enough, and it was killing their signup rates.
Here’s what I told him: I’ve seen this a thousand times, especially at places like WWE and Nickelodeon. First of all, when you’re trying to speak to everyone, you end up speaking to no one.
Here’s what we did when I was heading up marketing at one streaming service. We segmented our audience, and created personalized landing pages for different user interests. For visitors in one category, we built a landing page that spoke directly to their love of that content category. We repeated this with several other categories.
We ended up seeing a 64% increase in conversion volume at a lower CPA.
The secret isn’t just writing better copy – it’s about creating an entire buyer’s journey that matches what your specific audience segment actually cares about. Generic value props that try to speak to everyone end up speaking to no one. Personalization is where the real growth happens.
Bottom line: treat the buyer’s journey like a conversation and make the marketing experience relevant for each user. Make them feel like you’re talking specifically to them, and you’ll see conversion rates pop.
OK – What’s your marketing problem? Comment below and let me know what you’re battling right now.
I love helping people solve growth challenges – leave a marketing or growth problem in the comments below or reach out and let me know what you’re battling right now, and I’ll share what I would do based on 2 decades of managing and leading growth.
#GrowthStrategy #Marketing #SaaS #ValueProposition
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