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Ep 152: AKNF - How to Hire, Train, & Retain Rockstar Media Buyers with Dave Steele and Kyle Hitchcox
12 ideas de marketing sacadas de «Ep 152: AKNF - How to Hire, Train, & Retain Rockstar Media Buyers with Dave Steele and Kyle Hitchcox», de DTC Podcast…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 43 min
- Publicada en 2021
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Exige transparencia radical: pide acceso directo al Shopify y alinea en los números que importan
Canales de adquisiciónDave Steele enfatiza que cualquier partnership de growth se construye sobre transparencia. El ejemplo negativo: affiliate marketing donde attribution grabbing es rampante. La regla: tu agencia debe abrir tu Shopify, alinear en los KPIs que importan, y no esconder nada. Si la agencia no está dispuesta a hacer el trabajo duro de transparencia, es una señal de que no escalará contigo. Recomendación: pide acceso a tu…
make sure that you keep that agency honest it's a very good question the big one for me is transparency early on in my career i got to experience the affiliate marketing world and one of my first observations was that it often lacks transparency you don't know exactly what's going on uh attribution grabbing stealing whatever is rampant and it's because there's a lack of transparency so anytime you're working with a partner it must be built upon the foundation of transparency there's no hiding right the data is the data you need to be willing as a brand as a as a partner to you know open your…
Escúchalo en el minuto 8:03
No contrates agencia hasta tener producto y audiencia probados: pon tu casa en orden antes de escalar
Estrategia y decisiones de negocioDave Steele y Kyle Hitchcock (Pilothouse) son tajantes: antes de contratar una agencia o growth partner, necesitas tener (1) un producto probado con tracción, (2) una audiencia que responde, (3) presupuesto reservado. Si contratas una agencia cuando tu producto es experimental, el equipo de performance marketing se vuelve un 'ejército desplegado en minucias'. El consejo: trae músculo cuando ya tienes algo que…
i think it depends on one your money so you either have to have some space to pay for the services or an investment or you need to kind of know where you're at um there's obviously more to consider such as the talent within your organization your skill sets where you want to put your time um and there's a bunch of things to unpack there but just broadly speaking um one you got some cash two you need skills that you don't currently have or you don't have time for amazing what do you think is essential that brands have internally even before they think about expanding to a growth partner i'd…
Escúchalo en el minuto 2:41
Estrategia y decisiones de negocioPilothouse cambia la dinámica de la entrevista: en lugar de vender la empresa al candidato, le dice todas las razones por las que NO debería unirse (scoreboard visible, 'sunday scaries', 90% de failure rate, industria 24/7, vidas personales destruidas por falta de boundaries). El objetivo: si el candidato sigue queriendo entrar después de escuchar las duras verdades, probablemente tiene la resiliencia y el hambre…
that's where it gets fun honestly uh we like to do things different right we like to just see people in the actual element that they'll be in right just real talk my conversations with people is not an interview it's a conversation i tell them all the reasons they shouldn't join pilot house right and if you're a brand owner you should and you're in charge of hiring you should tell everyone why they shouldn't join your company because they're going to find out three months from now give them the black the black holes the black holes sorry all right so the black hole if you don't know much…
Escúchalo en el minuto 19:14
Estrategia y decisiones de negocioDave Steele usa una sola pregunta de filtro en su primera entrevista de media buyers: '¿Me asociaría contigo? ¿Quiero que seas accionista conmigo, donde necesito confiar visceralmente en que actúas en mi mejor interés?' Si no hay visceral trust, no contratará a esa persona para estar en contacto con clientes. La razón: el 90% de campañas fallan naturalmente, y necesitas gente que cuando falle, venga a la mesa a…
really good question to me i do a lot of the first interviews what i call the gut check and at the end of the day the big question i ask is would i partner with you right would i want you to be a shareholder with me where you have to have the ultimate trust right i trust you to act in my best interest and i'm going to act that way in yours so if i don't if you don't viscerally trust someone for for us as an agency why would i put that person in contact with our partner if i don't viscerally trust them why would our partner trust them right i don't think i think that extends no matter what you…
Escúchalo en el minuto 17:10
Conoce al equipo operativo (no al vendedor) antes de firmar con una agencia
Estrategia y decisiones de negocioPilothouse: 'Pide al vendedor que traiga al equipo para que hables con ellos antes de cerrar el trato. Míralos a los ojos y pregúntales qué van a hacer.' La disparidad entre el equipo de ventas y el operativo es el primer signal de problemas. Si no te convence el equipo en la primera reunión, sigue buscando. Recomendación: nunca firmes un contrato de agencia sin haber tenido al menos una reunión 1:1 con cada persona…
word but you know we are one technically now agencies typically are really good at sales or services and there's this middle ground whether they're really good at sales or they're like kind of good at services or they're really good at services they're not good at sales i think like first of all like you ask the sales person to bring the team so that you can talk to them before you close the deal look them in the eye and say what are we gonna do here guys how do we do this together and if you're not getting a good vibe back then keep shopping great advice yep disparity between the sales team…
Escúchalo en el minuto 9:28
Performance marketers miden éxito por ventas hoy; marketers tradicionales miden awareness en el tiempo
Medición y experimentosDave Steele define 'performance marketing' así: una cosa importa, la venta. La publicidad es '¿quieres comprar este producto?', y si te vas sin comprar, eso es una pérdida. En contraste, el marketing tradicional está cómodo si no vendes hoy porque 'lo intentaré mañana y mañana y mañana'. Recomendación: si contratas una agencia, define explícitamente si buscas performance (venta hoy, atribuible) o awareness (largo…
define that define what performance marketing is briefly performance marketers to me is one thing matters sales right it's all about net sales making a sale you got a product you got to sell it right at the end of the day what is advertising it's saying hey would you like to buy this product and there's a whole art there about how you do that the strategies and how you how you position how you approach how you uh give your message your value proposition it's it it runs deep but at the end of the day what's most important to a performance marketer is getting the sale across the line and…
Escúchalo en el minuto 5:00
Dale al algoritmo de Meta amplitud de creativos: la máquina necesita opciones para mapear a audiencias
Estrategia de contenidosLa lógica de targeting moderno en Meta: el marketer proporciona amplitud de creativos (diferentes ángulos, hooks, formatos) y la máquina hace match entre cada creativo y la audiencia que resuena con él. Ya no necesitas definir audiencias ultra-específicas; necesitas dar al sistema 10-20+ creativos y dejar que él los distribuya. Recomendación: en lugar de hacer 1 anuncio con 5 audiencias, haz 5 anuncios (ángulos…
i do believe creative is going to dictate targeting right certain creatives to your point resonate with certain audiences so the machine can use that type of creative and match creative to audiences and they don't have to know the specifics of this person they know that they resonate with this type of creator so as marketers we have to provide the machine with the breadth yeah so that it can do its job welcome to all killer no filler it's friday i'm eric dick and today we're presenting part of a module uh that we recorded for dtc's very first course in partnership with pilot house it's called…
Escúchalo en el minuto 0:00
Mide diferente según el stage de la empresa: early (exploración), middle (escala), mature (awareness de marca)
Estrategia y decisiones de negocioPilothouse distingue tres stages: (1) early startup = necesitas alguien que descubra qué funciona, (2) middle = ya encontraste algo que convierte, necesitas escalar eso, (3) mature (Fortune 500) = tienes presupuesto para awareness, no te importa medir CPC porque tu medida es cambio macro en el negocio. Las agencias que sirven a un stage no sirven al otro. Recomendación: cuando busques agencia, define tu stage…
it's a little bit more experimental there's testing like you're deploying an army right and if they're in there nitpicking trying to solve little things it's not going to be efficient so get your house in order right make sure you got something that works and then deploy the hungry team of performance marketers i think also just timing so we like to talk about timelines so if you're early stage uh what you need may just be someone who can do early identification of something that you need to uncover or learn about your business right but when you get out of like that early stage and you found…
Escúchalo en el minuto 3:43
Mensaje y copywritingDave Steele: 'Mis conversaciones con candidatos no son entrevistas, son conversaciones. Les digo todas las razones por las que no deberían unirse a Pilothouse.' El tono cambia de 'evaluar al candidato' a 'compartir la realidad'. Recomendación: estructura tus entrevistas como una conversación de dos adultos hablando de verdad, no como un interrogatorio. La persona te dirá más cosas relevantes cuando se siente en…
right just real talk my conversations with people is not an interview it's a conversation i tell them all the reasons they shouldn't join pilot house right and if you're a brand owner you should and you're in charge of hiring you should tell everyone why they shouldn't join your company because they're going to find out three months from now give them the black the black holes the black holes sorry all right so the black hole if you don't know much about this industry there's a few things you need to know first of all there's a scoreboard on the wall at all times you are a contender you're…
Escúchalo en el minuto 19:24
No firmes agencia bajo presión de tiempo: 'decision by next week' está condenado a fallar
Estrategia y decisiones de negocioDave Steele: si presionas a tu futura agencia a decidir en una semana, ambos lados no pueden hacer la debida diligencia adecuada. El resultado será un partnership sin alineación real, que se rompe en 6 meses. El consejo: da tiempo para due diligence real. Mejor perder 2 meses buscando que 6 meses arreglando un mal partnership. Recomendación: pon en tu RFP un deadline mínimo de 4-6 semanas. Cualquier agencia que te…
you know it's going to fall apart if you approach a growth partner if let's say you're a brand you approach a growth partner and you say hey we need to make a decision on a new agency or a new partner by next week expect that to fail right because neither party can do proper due diligence to actually believe in what they're doing and it's just an unfortunate nature of you're forcing a situation that isn't going to be as productive yeah as one where you can actually say we're gonna we're gonna do this together like let's look forward a year from now two years from now we're gonna be popping…
Escúchalo en el minuto 12:18
Conecta tu paid acquisition al impacto macro del negocio, no solo a métricas de plataforma
Medición y experimentosLas grandes marcas (Fortune 500) miden su actividad de marketing contra el cambio macro en el negocio, no contra el CPC de Facebook. El ejemplo: un board member que defendía TV diciendo 'toma 2 años medir, mueve la aguja macro para nosotros' mientras una agencia rompía records de CPA en Facebook. La lección: necesitas conectar el trabajo de performance a la historia macro del negocio. Recomendación: en cada…
that could be a good goal yeah i think it's going to be antiquated pretty quick i think it's going to shift i think i think at the end of the day you need to somehow have some visibility into some traction that you've gained even if you are measuring cost per click tv ads is an example i've learned take two years to measure at scale two years big companies don't care they measure it they look at the macro change in their business we sat in a board room we were looking at the sky he's like we're like you're like facebook like smashing it smashing it yo yo low cpas low cpas and he's like this…
Escúchalo en el minuto 6:58
Rising tide: celebra el éxito de tus competidores porque sube el nivel de la industria
Mensaje y copywritingPilothouse: 'Cuando nuestra competencia tiene éxito, eso no me afecta negativamente. Al contrario, sube el nivel del DTC, crea la tendencia, y todos navegamos esa ola. Quiero que nuestra competencia tenga éxito.' Es la filosofía 'rising tide lifts all boats'. Si una agencia o marca cercana está haciendo algo bien, mejor para todos. Recomendación: cambia tu mentalidad de 'competencia como amenaza' a 'competencia como…
we try and do the hard thing which is treat any other partners as our own right because at the end of the day what are we all trying to do we're trying to support this business this brand and the team because hopefully they've got a great product they've got a great mission they've got good values and we want to see them succeed yeah so you have to come from that place of you know what i want our competition to succeed you know what i mean because them succeeding it's no nothing bad to me in fact it rises the tide of the industry it creates this trend this dtc trend that we're on and we're…
Escúchalo en el minuto 15:02
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