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The fun part about being a serial troublemaker? I get to talk shop with CEOs and CMOs from all kinds of businesses.
Some are small.
Some are massive.
But they all want to get better at marketing.
No matter their size or industry, I hit them with these three questions to quickly gauge their marketing maturity:
How many buyer personas or segmentations do you have, and how did you develop them?
How many creatives did you run last month? By channel?
What was your blended/average effective CPM last month?
Here’s the kicker: very few CEOs and CMOs can answer all three…
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Why These Questions Matter 🚨
🔍 Buyer Personas & Segmentation
44% of organizations use personas, but only 15% use them effectively.
Companies that leverage segmentation see 10% higher profits.
Powerhouses like Amazon, Starbucks, and Netflix win by mastering segmentation.
🎨 Creative Volume & Distribution
Most brands I talk to don’t run enough creative, or they concentrate too much in one part of the funnel.
Temu cranks out 10,000+ Meta creatives per month, fueling a 7,000% growth from $290M in 2024 to $21B in 2024.
Creative is king: Nielsen found that strong creative drives 80% of TV ad sales lift and 89% of digital ad sales lift.
If growth is lagging, start by increasing creative volume and improving quality.
💰 Effective CPM & The Math of Marketing
Most brands rely on weak metrics like ROAS, impressions, and open rates.
Effective CPM is the real deal—what you actually pay vs. what the salesperson told you.
Digital ad fraud is 21% on average so that $10 CPM? It’s actually $14.60 after factoring in fraud and targeting inaccuracies.
Knowing your numbers = better marketing decisions.
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🔗 Relevant AI Resources You’ll 💜
✔ Persona Template: Want To Target Your Audience Better? → [Get The Template]
✔ The Top Legal Issues for any CEO Using Generative AI: Navigating the Legal Maze of Generative AI - What Every CEO Needs To Know → [View The Guide]
✔ Creating Ads With AI: Learn How To Prompt Properly → [Get Your Ad Prompt Guide]
✨ Your Takeaway: Growth Starts Here 👇
Want to profitably scale? Start by mastering segmentation, running more creative, and owning your numbers. 📊
If your CEO (or CMO) can’t answer these questions, it’s time to roll up your sleeves and dig in…
🎯 The Math of Marketing Matters
Instead of chasing a 10% lift from a data partner, double down on understanding your customer, testing relentlessly, creating top-notch ads, and buying media smart. 📉
Until next week…
