MarketingOperators

You’re following terrible advice: Incrementality tests Reach campaigns Upper-funnel events Useless for <$10M brands aiming at +$25M. Here’s what works from @andrewjfaris + @couuor @codyplof - Master your message - With emotional resonance - Know your value metrics 1️⃣ Spend 2️⃣ Revenue 3️⃣ Gross margin - So you don’t lose money - Read that last one again - Drop the CPMr obsession - Offer = product + price - From natural consumption - Match offer to category - Empty your funnel 3–4/yr - Through a promo calendar - Test offers: months not days - Track cohorts (LTV) by month - And forecast the same way - Constrained by 13-wk cashflow - Use AI for repeatable systems - Know your subscriber CAC - Versus one-time buyers - AOV > subscription rate - So you don’t lose money - Yeah, that one’s important - Bundle to fix low AOV - BOGO, GWP preserve margin - Frame free shipping as value - Sample if trial-dependent - Go hard on affiliates for retail - Anchored in organic “halo” - Awareness drives in-store - Align your creative to channel - Especially signal strategy - When you go up-funnel - Agency vs in-house debates - <$50k/mo run Meta yourself - Develop media-buying POV - Get the best when >$50k/mo

so much fun doing our second annual @M__Operators live podcast at the Meta Performance Marketing Summit! thanks for having us @MetaforBusiness !

Plotting world (content) domination with the hosts to back it up … and the hair + sweatshirt to win

@AaronOrendorff @codyplof @connorrolain @couuor @9operators Proud papa 🥹

Conversational commerce is shockingly effective + @mikemanheimer (COO, @PostscriptIO) has the data: - 25% of SMS subs buy month 1 - Conversations create 1.5x LTV - 2x SMS rate adds incremental rev Want to start experimenting? Do this 👇

From CMO to Podcaster to Meta Panelist. The career arc everyone aspires to @couuor

GLP-1 is a $72B industry. And these categories are a ticking time bomb. - Plus-size apparel - Impulse snacks - Diabetic socks - “Guilt-free” alternatives JPMorgan projects $30B wiped from food and beverage sales by 2030. As @Seanfrank says, “The problem can’t be weight loss, because that problem has been fully taken off the board.” On the newest episode of 9Ops (with @mbertulli) … - GLP-1’s third-order effects - The DTC vs. retail debate - Why “better for you” loses - Be a luxury or commodity - Where $30B spend goes next

I heard Connor actually bought new pants for this event (From a thrift store, but still)

@tomas_ecom @couuor Is that a compliment? I’m taking it as a compliment

@M__Operators @couuor Think the podcast editor was drunk on this one

Meta says consolidate … - One pixel - One CVR event @couuor (CMO, Ridge) tried that. The result? 40% of revenue attributed to travel ads came from non-travel products (vs. a baseline of 6%). In other words: Meta took “credit for purchases of orders that we didn’t really want to be generating with those ads and those ad dollars.” This episode of MOps is your playbook on signal engineering — à la @codyplof (CEO, Jones Road) + @connorrolain (Head of Growth, HexClad): - Conditional vs. standard pixel - Geo-tests vs. conversion lift - Purchase vs. non-purchase - iAttribution vs. lowest cost - Creative quality vs. quantity

Check out the full episode … YouTube: 9ops.co/yqi77d Apple: 9ops.co/e8izts Spotify: 9ops.co/fz8wtb youtube.com/watch?v=l9_lmq…

We’ll be live podcasting. @couuor’s shirt is better. That man won’t be on stage. @codyplof x @connorrolain ↑ attire still … loading

@AaronOrendorff We’ll be live podcasting!

Headed to Meta’s Performance Marketing Summit this week. And thanks to one of my employees, I am coming correct. If you’re in San Jose, say hi … I might have dope hats + extra shirts! PS: I tricked him into giving me this.

.@PostscriptIO made a TV show. @Seanfrank is the talent. Six episodes Filmed in LA About AI in ecom Because as @mikemanheimer (CCO, Postscript) put it: “Every day matters. Every hour matters.” So why would your marketing be boring?

GWPs are so underrated in subscription But it works best if people actually want the gift We made all ours subscriber only. You can’t come to our site & buy our cap, towel, sachet holder or whisk The cap only had athletes and our team wearing it for months before it dropped. By the time it was available, people already wanted it Value is more than any meaningful discount to the customer, often with better unit economics at a lower cost to the business Plus it’s pretty sick when you see someone out running in your gear See full ep at youtu.be/Ruz46P0saeM?si…

@codyplof @oliviaakory @9operators I don’t believe you

@oliviaakory @9operators @M__Operators We apologize for the inconvenience

Surprisingly hard part of my job - trying to figure out if prospect wants Haus or just wants to be like the @9operators and @M__Operators, curators of business culture

@MrYoniLevy @AaronOrendorff @andrewjfaris Thanks, but … WILL WE GET TO HANG NEXT WEEK AT MPMS?

No surprise seeing @andrewjfaris drop this much practical wisdom so effortlessly. Insatiable curiosity + hard won experience is a dangerous combo. One of the sharpest operators in the game. An even better person. 👇🏼

@mattytjmartin First guest to make their own clip 😍 one-of-one, Matty! Here’s where everyone can experience him in his glory … YouTube: 9ops.co/3ne8nh Apple: 9ops.co/j7mcsp Spotify: 9ops.co/auyngq youtube.com/watch?v=Ruz46P…

When operating across multiple sales channels, it’s easy to look at inflating Meta CAC, panic and pull back on spend Bad idea, especially in beverage where DTC shipping kills colder conversions A big chunk of those "lost" conversions land on Amazon. Customer saw the ad, searched the brand, bought there instead Blend your CAC. The numbers can look very different & unlock new scale Excerpt from: @M__Operators

Should your brand take outside capital? According to @CurtisMatsko (Founder, Portland Leather Goods), @mbertulli (CEO, Pela + Lomi), + @Seanfrank (CEO, Ridge) … Probably not. (But if you do, you better understand incentives + covenants)

Cadence became the fastest growing sports drink at GNC by just changing its packaging. - Color to indicate flavor - “Hydration” in big letters - Minimized sodium amount The result: 3x sales. Check out the full episode where @mattytjmartin (Head of Marketing, Cadence) joins @connorrolain (Head of Growth, HexClad) + @couuor (CMO, Ridge) to share how they plan to grow 500% this year and are currently blowing that forecast out of the water.