Marketero · Entrevistas
It Took Me 17 Years In Business To Learn These 7 Truths
16 ideas de marketing sacadas de «It Took Me 17 Years In Business To Learn These 7 Truths», de Sabri Suby. Sobre todo de medición y experimentos, canales…
- 16 ideas despiezadas
- Fuente Sabri Suby
- Dura 21 min
- Publicada en 2026
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Medición y experimentosEn lugar de optimizar campañas buscando el costo por lead más bajo, se debe calcular el valor de vida del cliente (facturación anual dividida entre el total de clientes captados) y definir el monto máximo que el negocio puede permitirse pagar por adquisición para desbloquear el escalado con márgenes claros.
So how you can apply this directly in your business right now today is before you touch your ads, before you go to your agency, before you speak to your media buyer, go away and speak to your accountant. Look at all the customers that you got in the last 12 months and divide that by the amount of revenue that it is that you did. That will give you what your lifetime value of a customer is. Now, once you're clear on what that number is, ask yourself, what would you be willing to spend on a maximum level to acquire that customer? If they're worth 50 grand to you, would you be willing to spend…
Escúchalo en el minuto 17:33
Regalar la información y cobrar por la implementación
Oferta y precioEntregar gratis el conocimiento por el que los competidores cobran no destruye la ventaja competitiva, sino que genera autoridad y confianza; el foso defensivo real está en la excelencia de la ejecución, por lo que la mayor oportunidad radica en educar gratis y monetizar la implementación.
Like how do I basically find what my competitors are charging money for and how do I just give that away for free? Give away the information and then sell the implementation because that in all markets is usually the largest opportunity. And most businesses don't do this because they're scared and they think, oh, I'm going to give away all of my secret subree. Then you don't have any moat. Everyone can watch Bruce Lee do a one inch punch. Not everyone can do a one inch punch. And that's the way that I like to think about business is I want to practice something and be so good at doing the…
Escúchalo en el minuto 7:28
Estrategia y decisiones de negocioPara evitar ejecutar a ciegas, la planificación del año debe iniciar revisando los ingresos, beneficios e impulsores del negocio (leads, tráfico y clientes), definiendo el objetivo a 12 meses y desglosándolo en acciones trimestrales, semanales y diarias.
So the best practice that I have found that makes this very, very effective is at the end of every year is to first, before you write your plan for the next year, is to take stock on the last year. Look at all of your numbers. Look at the top line revenue, bottom line profits. Look at whatever the inputs that are driving those two numbers, whether it's leads or traffic or customers for your business and get very, very clear on what that looks like. Then you sit down and you think about, okay, what would the next 12 months have to look like for me to sit down at the same time and be like, hey…
Escúchalo en el minuto 5:03
Captar al 97% del mercado fuera de la intención de compra inmediata
Investigación de mercado y clienteLimitar el marketing al 3% del mercado que busca comprar de inmediato encarece excesivamente el coste de adquisición; para escalar, se debe diseñar una oferta de contenido de alto valor (HVCO) orientada al 97% restante que recopila información.
Now, typically when you observe this in any market, what you will realize is that it is very rare that those people are speaking to the 3% of any given market that is looking to buy right now. It takes an enormous amount of scale to build a big business. If all of your marketing is engineered at only speaking to the people that are willing to buy right now, your customer acquisition costs just get too high and it becomes too prohibitive to actually spend huge amounts of ad spend to get huge amounts of customers. So therefore, the thing that I really look at is what is the opportunity to speak…
Escúchalo en el minuto 6:26
Medición y experimentosEn lugar de optimizar campañas buscando el costo por lead más bajo, se debe calcular el valor de vida del cliente (facturación anual dividida entre el total de clientes captados) y definir el monto máximo que el negocio puede permitirse pagar por adquisición para desbloquear el escalado con márgenes claros.
So how you can apply this directly in your business right now today is before you touch your ads, before you go to your agency, before you speak to your media buyer, go away and speak to your accountant. Look at all the customers that you got in the last 12 months and divide that by the amount of revenue that it is that you did. That will give you what your lifetime value of a customer is. Now, once you're clear on what that number is, ask yourself, what would you be willing to spend on a maximum level to acquire that customer? If they're worth 50 grand to you, would you be willing to spend…
Escúchalo en el minuto 17:33
Identificar e intervenir sobre indicadores tempranos de churn para extender la retención
Retención y relación con el clientePara elevar el LTV de forma predecible se deben mapear los comportamientos previos al abandono (como dejar de iniciar sesión en el software, no abrir emails o ausentarse de llamadas de seguimiento) y usarlos como puntos de control para intervenir proactivamente antes de que el cliente cancele.
The easiest way to increase LTV for any single business is to basically look at what the leading indicators that someone goes through that will determine whether or not this person is going to cancel. You look at all of the certain attributes that make for a very successful client and for an unsuccessful client. And then you basically make them as checkpoints. If you can notice that people aren't logging into your monthly reporting software or they're not opening up your emails or the cadence of communication starts to go where they start missing your weekly calls or your monthly calls. These…
Escúchalo en el minuto 19:31
Diseñar anuncios con formato de contenido nativo para escalar en Meta
Canales de adquisiciónPara escalar presupuestos en plataformas como Meta sin que el CTR se desplome y los costos se disparen, los anuncios deben imitar el formato y estilo del contenido orgánico que los usuarios ya consumen, evitando la apariencia de publicidad tradicional que los usuarios tienden a rechazar.
In addition to that, you want to make sure that your ads do not look like ads. Things like Meta, that is a native advertising platform. If your ads look like ads, your CTR is going to be very, very low. It's going to work on a small scale. And the moment that you start to spend more money on ads, all of those metrics shit the bed. And it's because it looks like ads and people hate ads. So instead, what you want to do is you want to make your ads look like native content that people are already consuming on the platform. If you do that, you will be able to scale to ridiculous levels without…
Escúchalo en el minuto 16:06
Desarrollar nuevos productos a partir de consultas recurrentes en soporte al cliente
Oferta y precioAnalizar los correos y mensajes de atención al cliente para identificar solicitudes repetidas sobre productos que no vendes o recomendaciones permite descubrir qué nuevas ofertas lanzar. Expandir el catálogo según la demanda existente incrementa el valor de vida del cliente (LTV) y permite multiplicar el presupuesto de adquisición.
In addition to that, if you're not just looking at a business that churns, think about the product that it is that you sell. Look at all the customer service emails that you get of people asking, hey, do you sell this? Do you plan on selling this? Do you know a good company or a good product that sells something like this? Whenever you start to see those things reoccurring in your customer service emails, then that is an indication of that it would be a great product for you to sell. That will double the amount that you're able to spend to acquire a customer. And oftentimes for businesses…
Escúchalo en el minuto 20:22
Comparativa de conversión entre ofertas directas y lead magnets educativos
ConversiónLas páginas de aterrizaje con ofertas directas como 'solicitar presupuesto' suelen convertir entre el 1% y el 3%, mientras que aquellas que ofrecen información de valor o entrenamientos en video alcanzan tasas de conversión de entre el 25% y hasta el 50%.
If you have a landing page and you're running traffic to it and your offer is get a quote, typically these landing pages, depending on the market, are going to convert at 1% to 3%. If you have a offer that has a piece of information or a video training on it, it is not out of character for these pages to convert at upwards of 25%. Heck, in some markets, they convert at 50%.
Escúchalo en el minuto 10:39
Creación de lead magnets informativos breves y sin autopromoción
ConversiónPara captar leads cualificados sin fricción de ventas, se debe crear un reporte o PDF gratuito de entre 5 y 15 páginas que resuelva de forma directa y genuina un problema urgente del mercado, evitando que sea un folleto publicitario de la empresa.
And basically what you want to do is you want to put out free information that gives them the specific answers to those burning problems. So a way that you can apply this right now in your business is have a look at what are the big hair on fire problem questions that your market has got. And then what you want to do is take all of those insights, create a down and dirty free PDF ebook or report. Like it needs to be a 5 to 15 page report. That is not a promotional piece about your company. It genuinely just gives them the information that whether or not they choose to do business with you…
Escúchalo en el minuto 11:20
Retención y relación con el clienteLos negocios de mayor crecimiento dedican la mayor parte de sus recursos a incrementar el LTV mediante mayor retención, fidelización y ofertas complementarias en lugar de obsesionarse con abaratar el coste por lead, ya que quien puede permitirse pagar más por adquirir a un cliente domina el mercado.
Most businesses spend 80% of their time thinking about how do we reduce our customer acquisition costs? How do we get cheaper leads, pay our agency less, basically get more for less. That's what they obsess over. And then they spend 20% of the time, if that, on how do I increase my lifetime value of a customer? But the biggest businesses in the world, they have that flipped. They spend 80% of their time thinking about how do we make customers more sticky? How do we delight them more? What are some other offers that we can basically launch off the back end of that? What other services are our…
Escúchalo en el minuto 18:44
ConversiónPara aumentar drásticamente el cierre de ventas, audita el CRM y diseña un plan para realizar el triple de contactos y seguimientos por cada lead captado, evitando descartar prospectos tras solo dos o tres llamadas.
Every single sales team is guilty of this. And then they might work on those leads, maybe call them two to three times. Then put some excuse in the CRM as to why they didn't buy. And all of these leads that we spend an enormous amount of money on bringing into our world, they just go by the wayside. If you want to triple your sales, the easiest, cheapest, quickest way to do that is just to get them to follow up on every single lead. Three times more than what they're currently doing right now. If you have a look at all of your records in your CRM and you actually do the analysis and find out…
Escúchalo en el minuto 12:44
Sacrificio de retiros personales a corto plazo para financiar la contratación del equipo
Estrategia y decisiones de negocioPara transformar un autoempleo rentable en una empresa escalable, el fundador debe limitar temporalmente sus ingresos personales y reinvertir el flujo de caja en contratar talento que lo reemplace operativamente.
So in order to build a business that the entire thing isn't rested upon you as the founder and it can run even when you're not there, is you need to make short-term sacrifices on how much money that you're going to make. Like, I was making great money in the first six to seven months. For the three years that followed that, I pulled $36,000 per year out of the business for both me and my wife to live on. And so I was able to basically sacrifice three years of making money in order to start hiring a team, fitting out an office and doing all of these things. The only way to grow is to hire…
Escúchalo en el minuto 1:57
Escalar el presupuesto del canal validado antes de buscar nuevas fuentes de tráfico
Canales de adquisiciónSi un canal de publicidad pagada ya genera clientes de forma rentable y se busca duplicar el volumen, la primera medida a evaluar debe ser duplicar la inversión en ese mismo canal antes de dispersar recursos en nuevas tácticas.
When you're looking at most businesses and you're talking to them about growing their business and you're like, how are you currently getting customers? They're like, I'm spending 20 grand per month on Facebook ads. And I'm like, amazing. How many clients do you want to get? You're like, oh, we want to double it. And you're like, okay, cool. Have you tried spending double the amount on ads? No. Is there any reason why? I guess I've just never thought about it.
Escúchalo en el minuto 3:54
La mayor rentabilidad y volumen de clientes compra después de los 90 días
Medición y experimentosEl análisis por cohortes y seguimiento en bucle cerrado (closed-loop) revela que la mayor parte de los clientes y el valor monetario más alto se genera a partir de los 90 días tras el ingreso del lead al embudo, no en las primeras semanas.
But I had created a x-ray tracking is what I call it within my business, which is basically closed loop tracking. So not only was I tracking, you know, where I was getting the cheapest leads, but I got full kind of lifetime value stats and cohort on like how many people buy in the first seven days, in the first 14 days, 28 days and whatnot. And I saw like, holy shit, like look how long it takes for somebody who comes into my world to actually buy. And I found that the largest cohort of customers that was worth the most amount of money to my business was beyond 90 days.
Escúchalo en el minuto 14:03
Ratio de conversión en prospección telefónica en frío para servicios
Canales de adquisiciónUn volumen diario de 150 llamadas en frío permite generar aproximadamente 5 propuestas comerciales y cerrar 1 nuevo cliente por día.
So for me, I started my business cold calling and I was doing all the selling in the day. And then I was servicing those clients at night. I was always as a founder trying to be as efficient with my time and squeeze out any little last bit of wastage out of my day. And so I got it to the place where I was able to make like 150 cold calls per day, send out five proposals and land one client per day.
Escúchalo en el minuto 4:14
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