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Ep 40: Scale the Ecosystem, Scale the Brand | TWBERP
12 ideas de marketing sacadas de «Ep 40: Scale the Ecosystem, Scale the Brand | TWBERP», de DTC Podcast. Sobre todo de retención y relación con el…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 48 min
- Publicada en 2025
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Retención y relación con el clienteEl revenue real viene de los flows automatizados (abandonment, lifecycle), no de campañas. Quien lanza campañas para generar revenue está canibalizando revenue que habría llegado por automation. Las campañas alimentan las automatizaciones con nuevas suscripciones y las mantienen en el campaign window, pero el dinero viene de los flows.
are not for driving revenue. Right? Automations are for driving revenue. Automations get triggered when someone comes in through advertising. Automations get triggered when someone comes in through branded, right? Through organic. Uh they automations put people through a repeatable funnel. Lots of messages right after someone showed intent speaking to them selling the products that they clicked on. So people use campaigns to drive revenue and it's you're spinning your wheels. Um you create the campaign to drive revenue, crumble it up, throw it away. That work is done. Not only that, um what…
Escúchalo en el minuto 12:11
Canales de adquisiciónEl marketing digital opera como un círculo: la izquierda es visitas pagadas (caras), la derecha es vistas orgánicas (gratuitas). El movimiento estratégico es llevar personas de pago a gratis: más tráfico gratuito reduce el costo de adquisición agregado porque el mismo revenue se genera con menos inversión en ads, y los profits se reinvierten en más publicidad. Es un ciclo autosostenido.
We're going to talk about digital ecosystems. We talk about the funnel all the time in marketing. I represent it to people as a circle. I want us to think about on the left track of this circle visits. Paid advertising is expensive. You want people hitting the site and buying. It's about traffic and making sure that the traffic going down is the most qualified and they're going to spend right now. On the right, on this organic side, think about views. You need to show a lot of people your brand for it to spill over, for you to have growing organic traffic and growing brand awareness. this is…
Escúchalo en el minuto 0:50
Gmail y Yahoo están endureciendo el inbox: las ventanas de campaña son demasiado grandes
Retención y relación con el clienteLos cambios de Apple Privacy (iOS 15+) y las nuevas políticas de Gmail/Yahoo hacen que muchas marcas tengan campaign windows demasiado amplios. Los emails caen en spam, las métricas de open se distorsionan, y se destruye la sender reputation gradualmente. Hay que achicar y afinar la ventana de campaña y usar stale intent flows para reacercar a los inactivos.
so many times what's happening with um Gmail, Yahoo, tightening up the inbox, harder to reach people. Pretty much all my audits, people's windows are too big and a bunch of their messages are going to spam. Like every audit, it's it's just if you if you haven't got a super tight campaign window, you're just, you know, dragging down your sending reputation over time. Certainly, people show up, we run a Glock apps, you know, and they're 50% in spam. It happens. It happens, right? So, how important it is to build the right um stale intent flows to reset people in the campaign window and beef up…
Escúchalo en el minuto 42:58
Los flows generan clicks baratos que compensan los clicks caros de ads
Canales de adquisiciónSi solo se envían clicks pagos (caros) hacia abajo del embudo sin compensar con clicks baratos que suben, el costo por click se encarece en todo el ecosistema digital. Las campañas y flows automatizados producen clicks de bajo costo que alimentan el remarketing y reducen el costo agregado por click en todo el sistema.
They provide expensive visits, expensive clicks. The further the further up on this circle you go, the more expensive the clicks. The flows and the CRO well the flows sorry provide inexpensive clicks. And we discussed in the p persistent advertising system campaigns actually feed into remarketing which also provide inexpensive clicks. And you need to have that balance. If you're going to spend expensive clicks down, you must send some cheap clicks up. And so when we talk about, hey, the brand next to you is going to succeed if while you fail, if you don't get this whole thing right, if you're…
Escúchalo en el minuto 31:28
Retención y relación con el clienteCuando se suman las unique opens de email y las paid top-of-funnel impressions, aproximadamente la mitad de las brand impressions vienen del email. No incluir esto en el modelo de cuántas impresiones se necesitan para migrar a alguien de pago a orgánico sesga el modelo a la baja.
generating a whole lot of unique opens and those unique opens are brand impressions. I was looking at a brand that we represent last week and h if you take their their paid top ofunnel impressions and their email unique opens unique impressions email unique opens it's one to one half of their brand impressions we'll call those brand impressions half the brand impressions are coming from email this is important let's say if you're not thinking about multi- channelannel ecosystems that we're discussing then you're not going to be putting those together and realizing wow half our brand…
Escúchalo en el minuto 14:28
Tener siempre dos versiones del homepage y del product detail page para hacer split tests
ConversiónEl homepage y las principales páginas de producto reciben muchas brand impressions y mucho tráfico. Nunca se debe lanzar una versión sin compararla con otra. El homepage va en el brand awareness ecosystem (es donde entran muchos陌生人); el product detail page va en el lado izquierdo (conversión). Hacer split tests constantes en estas páginas es la forma más rentable de mejorar la conversión.
having two different versions of your homepage at all times. Like never launching a homepage without understanding if that's the right homepage because the homepage gets tons of visits. I mean your homepage and your main shop page. You know what I mean? That's like that's where all those brand impressions are. So geez, look at that. My my diagram is wrong. We should have campaigns and kind of homepage on there and using CRO to test that homepage. What are the kinds of things you'd want to do? Look, you just launched your people in suits dancing in Patagonia. Okay. You're going to put the…
Escúchalo en el minuto 45:00
El Persistent Revenue Ecosystem es la expresión del brand equity en el P&L
Retención y relación con el clienteEl 'persistent revenue ecosystem' —email, flows automatizados y CRO— es lo que queda produciendo revenue cuando apagas toda la publicidad. Es la base de repeat buyers que mantiene el negocio funcionando y lo que alimenta financieramente a los otros ecosistemas. Sin él funcionando, los demás colapsan.
revenue ecosystem. And what I want you to think about is this is brand equity. Okay? This is the representation or expression of brand equity in your P&L. Okay? Now, again, if you're doing if you got if you're in Target, right, you know, that's a different story. Um, but let's just we're just talking about let's say all you let's say you just do a website, right? So at the bottom we have campaigns, flows and CRO. And really we'll say campaigns, life cycle flows, abandonment flows and CRO or on-site optimization, right? Those things together, you know, make up the this the bottom portion, the…
Escúchalo en el minuto 9:54
El costo de email como share del revenue de 7-day click es 2-3%
Retención y relación con el clientePara marcas de ecommerce establecidas en escala, el costo de Clavio como porcentaje del revenue de 7-day click está entre 2% y 3%. Es barato comparado con otros canales. Además, el 60% de ese revenue viene de repeat buyers (nofirst-time), por lo que no compite con los canales de adquisición.
Okay, look at how much Clavio on a 7-day click. We find it's like, you know, for a, you know, an established kind of scaling e-commerce brand, the cost as a share of 7-day click platform revenue is 2 to 3%. Cheap. Now, pretty easy to run 20 to 30% in ad spend, right? Pretty easy. So pretty easy to run 20 to 30% of Shopify, right, in in ad spend. So not not just platform. So the revenue is coming out of Claio is so cheap, right? When you do a apples to apples 7-day click to 7-day click comparison with your other channels and 60% of that revenue is buyer revenue. So it's not chasing the same…
Escúchalo en el minuto 19:22
El advertising revenue ecosystem necesita ser rentable para poder invertir en brand awareness
Canales de adquisiciónHay un orden: primero el persistent revenue, luego advertising revenue rentable (no a pérdida), y solo entonces brand awareness (el más caro). Si el advertising revenue no es rentable, no hay dinero para las campañas masivas que generan awareness. Si el persistent revenue no está afinado, el advertising revenue tampoco será rentable porque faltan los flows y el CRO.
this is the most expensive ecosystem. Let's review our persistent revenue ecosystem. That's that's the money you make if you turn everything else off, right? That's what you've built and you want that thing to be healthy because that's what you lean on. And the profit from that you take to build advertising revenue, the second ecosystem. and advertising revenue, it should be profitable. If you're going to make money from advertising, you'd like to be profitable. And once those two things are making money, then you're really sending money up. Then you can really really So what happens? The…
Escúchalo en el minuto 36:53
El 60% del revenue de email viene de repeat buyers
Retención y relación con el clienteLa base del persistent revenue ecosystem está compuesta en un 60% por repeat buyers. Esta base es lo que queda funcionando cuando se apaga la publicidad. La base de repeat buyers es la audiencia que ya dio permiso de contacto y tiene intención real de compra.
we find? We find 60% of Clavio revenue is coming from buyers, right? That's your base. we looked at the circle, you've got some audience up there doing kind of they've just they're discovering you. They're they're sharing on social. Look, that's important. the bottom of that circle are your base. And that your base is so much more likely to spend than one of those people you're prospecting for. one of those people you're spending $100,000 a month on Facebook for, right? Or more. And your established audience, these are people who've given permission. You're like, "Yeah, I want to hear from…
Escúchalo en el minuto 17:02
Las búsquedas de marca y longtail keyword suben cuando el brand awareness funciona
Canales de adquisiciónLas señales de que el brand awareness ecosystem está funcionando: (1) el costo de adquisición de nuevos clientes baja trotz inversion en mass market advertising, (2) las branded searches suben porque la gente busca directamente la marca, (3) los videos se comparten orgánicamente en redes. Son señales滞后 pero claras.
successful, you will know your brand awareness efforts are successful. When even though your spending on mass market advertising, your cost, your headline cost to acquire a new customer is going down. Of course, there's a step up. You you start spending on this. Whoa, we're spending all this money. And then your cost to acquire a customer is going to go up. But then it just starts drifting down. Hey, hey, it's getting cheaper to acquire a customer. And at the same time, hey, look, we're getting more branded searches. Doesn't take a genius, right? People are aware of your business. Oh, look…
Escúchalo en el minuto 40:50
Canales de adquisiciónEn clientes de email marketing establecido, es muy común que el 50% del owned traffic (clicks que no vienen de ads) provenga de email y tráfico orgánico combinados. Esto alimenta tanto el branded search como el remarketing. Es una señal de ecosistema maduro.
that's feeding into branded. It's very common to see 50% of owned traffic owned being organic and Clavio. It's very common to see 50% of own traffic come from Claio and that feeds into remarketing.
Escúchalo en el minuto 23:17
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