Alex Martin

From an ROI standpoint (hard dollars), I believe a gifting campaign is as good as it gets. The downside is it's also the most operationally complex (lots of labor). Here's how I'd break it down: Investment: A worthwhile gift is likely a minimum of $100. Let's just use that #. And we'll target an audience of 100. So $10k spend on the gifts themselves. Add in handwritten notes ($500 at $5 each) and delivery ($1000 at $10 each) and we're at roughly 11.5k for the campaign. If the gift is good, you'll generate a bunch of meetings with the top 100 prospects in the world for your company. If the gift is great, you'll also get brand awareness through things like recipients posting on social media. There aren't (m)any marketing campaigns I can think of that drive that impact for 11 grand. Operations: to do this well, it's a fair amount of work. You have to come up with the gift, pick your audience, enrich with shipping addresses, order the gifts and handwritten notes to your office, repackage the gift and handwritten note for delivery, and ship them. You then need to follow up on delivery day to ensure receipt and eventually ask for the meeting. I love this type of marketing. There's a framework I like to use that half of marketing spend should directly benefit the target. Most marketing spend goes to 3rd party advertisers (Google, X, Meta, OOH providers, etc). It sounds obvious, but marketing spend that benefits the target (gifts, events like our Monaco Invitational, etc) is far better ROI. It's just more work to do it. So most companies index on the lazy approach and spend most of their marketing budget on paid online ads.

Antonio pulled up a live HYROS account and walked through how he scales on true ROAS. The sales your ad platform never reports, and the decisions operators get wrong because of it. Antonio Carneiro has verifiably managed $350M in ad spend on Meta and generated $700M in revenue. He went deep on: - The column that surfaced $17,000 in unattributed sales - Why paused campaigns keep collecting revenue - The rule that ends the attribution model debate - The leads that never hit your CRM - Building leading indicators when the sales cycle is slow Our notes below: 1. The hidden column that found $17,000 (7:35) Most operators trust one revenue number: what the platform attributes. Antonio's payment processor showed $17,000 more over seven days than the platform reported. The Reported vs Revenue column in HYROS shows that gap, campaign by campaign. One campaign showed nothing in the platform and he almost paused it. It was converting the whole time. Platform revenue won't tell you what it missed. Reported vs Revenue will. 2. The paused campaign that kept selling (15:05) A click today can buy 30 days from now. Pause the campaign at day seven and the platform writes it off. HYROS keeps attributing, which is why campaigns at $0 spend still show revenue coming in from old clicks. Antonio checks delayed attribution before any kill, and sometimes switches dead campaigns back on once the late sales land. Match the analysis window to the sales cycle or you kill winners on schedule. 3. Last click until 30% (56:59) Operators agonize over attribution models. Antonio's rule is simpler than the debate. One or two traffic sources, use last click and move on. Over 30% of conversions attributing to other sources, run scientific for the daily read, then first click once a month to see what opens the funnel. One model won't tell you everything. One report per conversion will. 4. The leads your CRM never sees (35:50) Someone types their email on your opt-in form and leaves without hitting submit. Every other tool calls that lead gone. The HYROS script captures it anyway, which is why HYROS often shows more leads than your CRM. Antonio feeds those emails straight to his outbound team. Your CRM won't show you those leads. HYROS will. 5. Build your own leading indicators (41:10) A 60-day sales cycle means 60 days of guessing. Antonio shortens it by adding one or two qualifying questions to the lead form, then buying against cost per qualified lead instead of waiting on ROAS. At scale he benchmarks earnings per lead: a US lead worth $30 makes a $15 CPL a 2x at scale. Fast decisions need a fast metric. If the funnel doesn't give you one, build one.