Brad Schlachter: Sticky AND Clicky
Clicky AND Sticky not Clicky OR Sticky. Brad Schlachter, a fractional CMO now with Simpler Media Group, advises not to get caught up in vanity metrics that drive clicks at the expense of getting your traffic to engage and convert. Startups and other rapidly growing companies often fall into the trap of scaling traffic rather than customers. Growing your vanity metrics isn’t the same as growing your revenues.
To obtain long term success you must focus on scaling the right customers, not just any customers. You have to consider not just the initial revenues, but margin, retention, engagement, satisfaction, among other metrics. Brad emphasizes the need for every CEO and CMO to keep their eye on the prize, growth in profitable revenues for your business.
There is no magic formula or playbook to get there so the key is to fail quickly and learn rapidly. Experimentation is critical as is the need to be nimble and agile. Brad shares that based on how well you have alignment with the management team, and outside investors if you’ve gone down that path, it should take you weeks to months to figure out what works and then you should put money behind the effort to build the scale you need.
As a gift, Brad shares what OTT means and offers a white paper he wrote on that industry.
Show highlights
01:13 Sticky and clicky is what so many companies are missing out on. Don't be vain!
03:39 Focus on the right kind of conversions
06:30 A process of failing quickly and learning rapidly
08:24 Setting expectations and achieving alignment with management and outside investors
12:04 How long until you see results?
15:08 Brad's story. Email Brad at bschlachter64@gmail.com
16:59. What's a fractional executive and how are they different from consultants?
Email Jay at jay.kingley@centricityb2b.com
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