Two marketers discuss why chasing traffic is outdated. They focus instead on revenue metrics like customer lifetime value and churn. Outbound email gets 6 to 9% response rates, but the best channel depends entirely on your business model and what actually makes money.
Before, people used to be like, oh, how do I get more traffic? What's the best traffic source? What's the best hack?
Now people are slowly starting to shift to, hey, I really need to grow my revenue. I need to increase the LTV of my customers. I need to reduce churn. They're still talking about marketing, but they're starting to think in the right quote unquote mindset because they're starting to optimize for the numbers that really matter.
For me, for example, what's going to work? Oh, LinkedIn is going to work. X is going to work. Doing webinars works. Doing events works. Doing dinners works as well. And then in a sense, doing these free pilots and outbound works for us too, right? Because we send a lot like a lot of these different offers and our outbound response rates are like, you know, they're decent, like 6-8% right now, maybe even like 9%. Because even with Neil, he's talking about the nuances of what channels works for him. And I'm also talking about the nuances, but also, also like what we're selling is a little different at some times. Whatever Neil and I are talking about right now, it depends on your business.
