CXL - Ineffective message = Miscommunication

Your host today is Peep Laja, Founder at CXL

“The single biggest problem with communication is the illusion that it has taken place.” - B. Shaw

The more I'm around, the more I see how profound this issue is.

How often do we even miscommunicate in high-quality 1:1 interactions with our colleagues and partners? We think we communicated X, but they hear Y.

Now multiply this by 100 and you get what's happening when companies message their target audiences - on their website, in their communications.

We think the target customers get it, we assume they like it and want whatever we're marketing. But often the opposite is true.

Symptoms on ineffective messaging are very hard to spot. That's why you see companies sticking with ineffective messaging even for years.

The only way to find out how they perceive your messaging is by asking them. Companies need to adopt ongoing message testing as a way they do things. If the message is wrong, the channels don't matter.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. Marketing playbooks

If ROAS is the difference between how much return ads give and how much they cost, increasing it seems simple: just spend less, right?

It's logical to believe this - but that's not what will increase your ROAS. Instead of changing what you spend, the key is changing how you spend.

Changing the way you spend your money helps you improve your ads, with better campaigns, better targeting, and better UX.

By finding the right people you want to sell to, you'll be able to talk directly about the things that matter to them.

Get your playbook on how to increase your ROAS..

2. B2B demand generation funnel: how to create the perfect lead gen strategy

Sales intelligence platform Cognism cut their lead generation efforts by 90% in 2021. Then they increased their revenue from $2M to $6M in six months. 

Cognism saw this growth by ditching the linear funnel and delivering value upfront, replacing a traditional strategy that brought them low- or no-intent leads.

This value-based model bringing all the right customers to their yard is called demand generation.

In this article, you’ll learn how to build a demand generation funnel that fuels the pipeline, shortens the sale cycle, and generates revenue.

Read the full article.

3. CXL talent program

Go through a 12 week marketing training with CXL for a one-time $100 fee, get matched with US based companies looking for marketers of your profile, land a remote job and experience the true freedom of remote work while being paid more than you ever were.

• Upskill through a 12 week world class program
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• Earn more than you ever did, starting at $40,000/year
• Enjoy the true freedom of a remote role
• Experience the stability of being paid in USD

US companies are finally opening their doors to you. Learn more about the Talent program here.

If you are a US company interested in growing your team with CXL certified and vetted professionals, fill out this form or contact us.

4. Join Speero's 2022 experimentation industry survey

Just like we did for 2021, Speero is building The State of Experimentation Programs 2022 Report. Your help would be much appreciated.

You only need to visit our Experimentation Maturity Audit Page and do your experimentation maturity audit. For free, of course.

The audit takes 10 minutes to finish, but there's no simpler way to gauge your company's experimentation maturity in 4 key areas: Strategy and culture, people and skills, data and tools, and process and methodology.

In the end, you won't only help us but receive a maturity audit for your business that lets you:

• Peak into what the highest maturity level businesses are doing to get ahead, with advice on which areas you should focus on too if you want to increase the effectiveness of your testing program.
• Compare your performance against other company's in the the benchmark report.

Take the survey

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Ognjen Bošković
Growth Lead at CXL

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