I'll take every opportunity to break down brand misconceptions and evangelize brand-market fit, but getting in front of Growth Unhinged readers is next level.
If you liked today's newsletter, @ me!! Love hearing how people are tackling this across all kinds of companies and industries. Thanks again for the collab, Kyle 🙌
This was so helpful! Very timely to what I’m trying to figure out at Plot (a small saas startup). Thank for breaking down that 90 day approach and how to measure.
Very interesting. To further quantify brand impact on TOFU, how about taking the amount of branded sessions and multiplying it by the cost to acquire a new paid session?
For example, if we have:
- 100k sessions/month from branded search
- Each paid session that month costs us $10 (pay per click)
- Our brand delivered $1M of value to us that month, and $12M per year.
- So, we can justify brand-related marketing programs (e.g., podcasts, organic social, analyst relations) that cost under $12M per year.
- If we're aiming for a standard marketing ROI of 5:1 (spend $1 of marketing to get $5 of return, then we can spend up to $2.4M on these brand programs (12/5 = 2.4).
I'll take every opportunity to break down brand misconceptions and evangelize brand-market fit, but getting in front of Growth Unhinged readers is next level.
If you liked today's newsletter, @ me!! Love hearing how people are tackling this across all kinds of companies and industries. Thanks again for the collab, Kyle 🙌
This was so helpful! Very timely to what I’m trying to figure out at Plot (a small saas startup). Thank for breaking down that 90 day approach and how to measure.
Thanks, Kira, for explaining this vital point to focus on brand building while going to PMF. This article is really important and eye-opening.
Thank you, Prathamesh! Glad you enjoyed—PMF needs BMF as much as BMF needs PMF!
Very interesting. To further quantify brand impact on TOFU, how about taking the amount of branded sessions and multiplying it by the cost to acquire a new paid session?
For example, if we have:
- 100k sessions/month from branded search
- Each paid session that month costs us $10 (pay per click)
- Our brand delivered $1M of value to us that month, and $12M per year.
- So, we can justify brand-related marketing programs (e.g., podcasts, organic social, analyst relations) that cost under $12M per year.
- If we're aiming for a standard marketing ROI of 5:1 (spend $1 of marketing to get $5 of return, then we can spend up to $2.4M on these brand programs (12/5 = 2.4).
Is this the right way to think about it?