From Chaos to Control: How One Company Saved Money and Boosted Conversions by Bringing Performance Marketing In-House

Today, it is my pleasure to welcome my business partner Anastasia Albert ???? as contributor to this monthly newsletter.

In line with her expertise, she will discuss how to drive success and efficiency when executing your growth plan.

From Soviet Childhood to Startup Success: A Journey of Disruption, Growth, and B2B Excellence

So, who is Anastasia? In a nutshell, a well-travelled and determined professional who originally aspired to become a journalist before transitioning into advertising and settling in the #startup scene.

She gained experience at Scholz & Friends , where she worked on a range of highly successful campaigns. Anastasia supported two startups in Switzerland, Mila and coresystems GmbH , and subsequently became the Head of Marketing at operational VC firm Project A , where she delivered support to a wide array of interesting companies. She also led the growth marketing team at Sequoia-backed Xentral ERP Software before co-founding growth advisory B2B Practitioners with me. Today, she assists #B2Btech companies in their growth journey, from product marketing foundations through to #GTM strategy and execution.

Challenges and Growth in the World of Performance Marketing: A Journey of Consolidation and Optimization

In the bustling world of startups and venture capital, challenges often come thick and fast. For Anastasia, her first assignment at Project A Ventures proved to be a baptism of fire. Tasked with reviving a stagnating #healthcare #scaleup, the situation was anything but straightforward.

Her initial #GTM diagnostic revealed a complex and inefficient setup, with five performance marketing agencies operating across four different markets. Each market operated in isolation, with no cohesive #strategy or shared learnings. To complicate matters further, serious technical issues plagued an overly complicated Google 360 setup - to an extent that even the otherwise helpful Google support was at loss.

Analyzing the Situation

To unravel the complexities, she conducted a comprehensive analysis. Conversations with marketing leaders and agencies shed light on the disjointed setup and lack of clear direction. A deep dive into the performance marketing accounts across 谷歌 , Facebook and Snap Inc. revealed numerous areas for improvement, from tracking issues to inefficient campaign structures. Collaborating with data scientists and industry experts, solutions began to take shape.

Decisions and Execution

Recognizing the inefficiencies inherent in the agency setup, the bold decision was made to bring performance marketing in-house. Agencies were gradually phased out in favor of an internal team, leading to significant cost savings and improved control over the marketing strategies. Simultaneously, key recommendations from the audits were implemented, including resolving the tracking problems and optimizing campaign structures.

Overcoming Challenges

In particular navigating the technical obstacles and convincing stakeholders of the benefits of in-house marketing was no easy feat. However, by leveraging internal expertise and presenting concrete results from the main markets, resistance was gradually overcome. The journey was not without its detractors, with agencies feeling the heat, but tangible results spoke for themselves.

Key Takeaways and Recommendations

The experience underscored several key lessons for those navigating similar challenges.

1. Centralizing performance marketing can lead to efficiency gains, cost savings, and improved strategic alignment.
2. Creativity and perseverance are essential when faced with technical hurdles, and incremental optimizations can yield lasting impacts.
3. Most importantly: leverage subject matter experts, particularly when it comes to tracking and analytics in complex setups.

Career Growth and Reflections

For Anastasia, this project proved to be a springboard for further career growth. From launching new markets to assuming leadership roles, the experience propelled them to new heights within the organization. The resilience and adaptability shown during this challenging project paved the way for future successes.

Acknowledgments

Special thanks are extended to Philipp Werner , Ana Sofia M. and Neil Bridgeman for their mentorship, support, and trust throughout this transformative journey.

In conclusion, the odyssey of consolidating performance marketing channels serves as a testament to the power of strategic thinking, collaboration, and perseverance. While challenges may loom large, with the right mindset and approach, even the most formidable obstacles can be overcome.