Marketing is a critical function of every business. In today’s digital age, the marketing function is more complex than ever.
Math Before Marketing
At Valve+Meter, we hold a core belief that your financial growth and goals should determine your marketing investment. That’s why we lead with a philosophy of “Math Before Marketing.” When you can determine your threshold on a per-customer acquisition cost, you can invest your dollars wisely to deliver leads at a cost that keeps you profitable. This philosophy transcends channels and creates leads at a cost that makes good financial sense for your business.
Traditionally, businesses view marketing spend as a percentage of revenue. Some marketing firms will perform transactional services, such as creating a website or delivering a direct mail program, then walk away. Our approach is rather different. We view marketing as a profit center. We believe any marketing channel has the ability to perform for you; however, we do not believe any channel will deliver results at your targeted acquisition cost.
With all of our marketing strategies, our first goal is to develop a good baseline of performance within each campaign. A campaign is any marketing channel we deploy to generate leads for you. Sometimes it will immediately hit your CPA targets. Oftentimes, it will require additional testing and refinement. Don’t worry…because this is a partnership, and we understand marketing and your finances. Our marketing budgets incorporate testing costs to deliver you the best results. If you are already in a channel, great! Then we have a baseline to begin our work. If you’re not, that’s okay, too…we will be diligent about establishing baseline metrics in order to measure improvement over time.
Why We Test
A/B testing is the process we use to continuously refine your marketing efforts to achieve your CPA targets. This means we constantly test one variable at a time and measure the impact on your leads, as well as costs to make sure we are providing you the best value. Not all marketing tactics make sense for every business, and it takes testing to determine the most effective strategies. Having the discipline to maintain a testing budget ensures we will always have a toolkit of on-deck tactics to continue the lead flow over the long term.
We are learning a lot about our business, which includes training our CSRs how to properly answer questions. This year our residential is stronger than it has ever been in our history, we are up overall 19%.Bill Bell, CEO, Energy Savers of Georgia
Like What You Hear?
We partner with organizations who are operationally excellent and have an unlimited appetite for marketing that works. At Valve+Meter, we believe in accountable marketing and transformational results. Want to transform your marketing from a cost center to a revenue center?