Jason Faber

Most people confuse “growth” with marketing... Or worse, with just spending more on ads. Here’s how I break it down: Spending more 🟰 Growth? Not unless your LTV:CAC holds. Hiring a CRO 🟰 Growth? Only if your GTM motion is ready. Running ads, optimizing funnels, launching campaigns? All tactics. Not strategy. So what is growth? Growth is an operating framework. It’s how high-performance companies align data, capital, and goals. Here's The 7 building blocks of real growth: 1️⃣ Align on the real business problem and the guardrails that come with it. ↳ “We need more customers” isn’t a strategy. Try: “Add 2,000 new customers this quarter while keeping CAC under $50” Growth starts by defining the actual problem and the constraints around it. Can you clearly state the target outcome and the non-negotiables? Make sure you can define clear key results along with an understanding of non‑negotiable constraints Budget caps, payback targets, margin floors, timeline, etc. 2️⃣ Nail your North Star metric (and supporting KPIs) ↳ Are you going for the long-term profitability? Then a 12–18 month LTV:CAC might be your North Star. Focusing on short-term returns? Then focus on payback. Ensure you know the fundamentals of your P&L (margin rate specifically) 3️⃣ Get your data foundation right ↳ 10 tools. 10 teams. 10 different definitions of “customer.” You can’t scale if your CFO and CMO don’t trust the same numbers. 4️⃣ Strengthen the feedback loop ↳ Attribution isn’t just hard. ↳ Attribution is not enough You also need unified metrics that inform every team’s decision-making. 5️⃣ Build cross-functional accountability ↳ Marketing finds ways to scale within constraints.   ↳ Finance helps unlock dollars when constraints are met. Growth is a team sport - with one scoreboard. 6️⃣ Optimize for capital efficiency & scale ↳ It’s not just “what works" ” It’s what works best, and is it scalable and replicable?” ROI is your financial constraint. Scale is your objective. Obsess about both. 7️⃣ Execute fast. Iterate faster. ↳ Growth doesn’t come from big bets. It comes from tight loops: Test. Fail. Learn. Fix.  Repeat. What does your growth framework look like? * * * 👉 Follow me for more insights on how turn data into growth.

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Google’s algo leaks confirmed it: pillow links and entity stacking still matter... Here’s my 2025 baseline for every new project: - 30+ citations across trusted directories. - Crunchbase + MarketWatch/Yahoo Finance PR. - Reddit/Tumblr/Medium pillow links. - Branded nofollows from social + UGC sites. - THEN → hit with authority niche edits + PR placements. Most SEOs skip straight to “buy DR80 dofollows.” That’s why their sites collapse under the first velocity spike. Get Google to trust and validate your entity/brand/site first!

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I just analyzed YouTube's new performance data and DTC brands are missing 3x ROAS opportunities. YouTube's direct response capability is finally here. Demand Gen campaigns are driving real lower-funnel results. Agencies are reporting 3x ROAS on Shorts campaigns - performance that never used to happen on the platform. Google has substantially increased YouTube ad inventory, and the momentum is accelerating quarter over quarter. What's changed? YouTube evolved beyond awareness campaigns. Demand Gen is pulling incremental spend from brands, not cannibalizing other platforms. This means it's genuinely additive to performance, not just shifting budget around. Shorts is taking up greater share of spend from both Demand Gen and Performance Max campaigns, indicating Google is filling these impressions incrementally. The strategic reality is that while everyone fights over expensive conversion inventory on Meta and Google Search, YouTube is delivering direct response results at scale. The platform that used to be "awareness only" now competes directly with social platforms for performance dollars. If you're scaling past $10M and haven't seriously tested YouTube's direct response capabilities, you're potentially leaving efficiency gains on the table. The data shows this isn't just upper funnel anymore. The brands seeing strongest results have aggressive YouTube presence and are running video-only campaigns in Demand Gen. Want to understand how YouTube could fit into your performance strategy? We have capacity for two more comprehensive audits this fall. Book yours before Q4 planning season hits.

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Google’s upper funnel channels are hiding your next best growth story. Most brands only credit Google for what happens on their .com website. That misses where much of the action actually happens. Demand Gen and YouTube are discovery powerhouses, priming new customers before they ever search your brand. They spark interest, build trust, and fuel sales across every marketplace. Data from our Halo report revealed: → Demand Gen campaigns drive 46% higher ROAS when you measure Unified ROAS (.com + Amazon sales) vs. web-only → Similarly YouTube delivers a 39% uplift under the same lens That’s the halo effect in action. Your Google ads creating demand that converts later on Amazon, TikTok Shop, and beyond. Last Click hides this value. Unified ROAS proves it. If you're only measuring .com sales, you’re missing the marketplaces where these journeys end. With Halo, Fospha's helping brands measure every marketplace to see the true value of Google’s discovery channels. Want more data? Find the full breakdown in our new Halo report (linked below in comments).

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One Facebook Ads Strategy That Actually Moves the Needle in 2025 (And Most Brands Still Ignore) Want to 8X your ROAS in under 60 days? Here’s the one strategy I keep coming back to , because it works: Train the Algorithm Like a Performance Coach. Meta’s AI doesn’t optimize in a vacuum. It learns from how you structure signals in your campaigns. Here’s how we do it: Use 1 Advantage+ Campaign Budget campaign with 3–4 ad sets only Each ad set is tied to a unique signal (e.g., top video viewers, ATC 14 days, product page engagers) Keep budgets high enough to hit 50+ conversions/week per signal Avoid splitting budgets too early Fragmented learning = unstable performance Let the algorithm learn deeply before scaling Use clear objectives (Sales or Leads) Don’t confuse Meta with vanity metrics like Engagement Every campaign must tie back to business outcomes Creative rotation every 10–14 days Signals fade. Fresh angles sustain performance UGC-style + strong offer + native feel is still winning This single strategy turned a stagnant skincare brand from 1.3x to 8.2x ROAS in 6 weeks. And the best part? We didn’t change the product, price, or funnel. We just gave Meta better inputs to learn faster and scale. https://lnkd.in/efjnFJJk

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When discount rate goes down, CAC goes up. Client: "We need to be less promotional...and we can't increase our CAC." Me: "It doesn't work like that." ===== 1. Brands stuck on the discount hamster wheel Every brand wants to be more profitable, which usually means reducing promotions. For years they've trained customers to expect 30%+ discounts. Every year they need to comp their YoY revenue, which means comping the same promo levels. Rinse and repeat. ===== 2. Once you're in this cycle, it's incredibly hard to break. Most brands assume they can reduce discounts without adjusting CAC targets They pull back on promotions and expect acquisition costs to stay flat. Then they're shocked when performance sucks (Revenue, CVR, New Customers, etc.) ===== 3. What actually happens when you reduce discounts - You decrease the discount - Which is just increasing the (perceived) price - This adds friction - Lower CTR on ads - Lower new customer CVR on-site This all factors into your CAC (it goes up). So either increase your CAC target or accept that you'll acquire fewer new customers. ===== 4. The upside to acquiring customers at a higher CAC ...because you'll acquire a higher-quality customer. A customer who paid full price is fundamentally different from one who bought at 30% off. The discount customer: - Expects deals on future purchases - Often has lower repeat rates - Churns when promotions stop The full-price customer: - Values your product - Is less price sensitive - Sticks around longer (if you have a good product) ===== 5. Can you actually get off the discount hamster wheel? If you want off the discount hamster wheel, expect that it will take you 6 months MINIMUM to start to change the makeup of your customer base. More likely 12-18 months. ...and those first 6 months won't be fun. - CAC will spike in the beginning - Repeat rates will drop (that's all your discount customers churning.) But over time you'll refresh your customer file w/ a healthier and less price-sensitive profile. To do this you'll need to understand your unit economics and CLOSELY monitor your new cohorts (30/90-day LTV, RPR, etc.) to make sure you're on track. Have you successfully moved off the discount hamster wheel? What approaches worked (or not)? #ecommerce #customeranalytics #cac

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