David Björkeryd

How I structured an account with 25,000 SKUs and different price points: We split our approach based on product price: 1. Low-ticket items: - Great for new customer acquisition - Can't deliver high ROAS immediately 2. High-ticket items: - Different pricing strategy needed - Higher profit potential Our solution: Structure for low-priced products: - Based on forecasted conversion rates - CPC cap with Max Clicks - Focus on cheap traffic Structure for high-value products: - Feed-only PMax campaigns - tROAS bid strategy Current results: - First optimization rounds completed - Some campaigns hit 5+ ROAS instantly - Others showed clear signals about AOV limitations The structure keeps evolving as we learn and adapt. My goal here is to show what structured, hybrid approaches can look like - instead of blindly going “all-in” on one campaign type. Just take a bit more time to think and don’t be afraid to approach the task creatively.

81

20 kommentarer

“I spend $4.5k/month on Google Ads… but I have no idea if it’s working.” A real quote from a message on LinkedIn last week. And honestly? Not uncommon. Here’s why this happens (even with a decent-looking campaign): ❌ No clear conversion tracking - phone calls, form fills, chats? Zero data. ❌ Optimising for clicks, not leads - high CTR ≠ high intent. ❌ Google Ads account and website aren’t speaking the same language. ❌ No idea what success looks like - no targets, no benchmarks, just spend. Want to fix it? ✅ Track real conversions - not just traffic. ✅ Use call tracking tools and CRM integrations to close the loop. ✅ Set up clear KPIs: CPL, conversion rate, ROAS - and actually review them. ✅ Align ad copy with landing pages - same message, same offer. Google Ads isn’t a “set and forget” platform. If you don’t know what you’re looking for, it’ll happily spend your money - without telling you what you got back. #GoogleAds #PaidSearch #PPC

194

117 kommentarer

Let’s play a game: what your job title implies vs. what you actually do. Spoiler: If you’re in Marketing, they rarely match. 🟡 Growth Marketer What your JT implies: Own the funnel, drive scalable growth, optimize acquisition. What you actually do: - Ads start working? Budget triples overnight → performance crashes - Attribution? Half your impact disappears into “direct” or “unknown” - Pipeline drops? You’re the scapegoat. Even if the real issue is PMF - You’re responsible for conversion... with no influence on the product - Half the org thinks you do ads, the other SEO… yet you’re also quietly owning CRO, onboarding, referrals, and lifecycle. No extra budget. No team. 🟣 Content Marketer What your JT implies: Build authority, drive qualified traffic, support pipeline. What you actually do: - Everyone thinks ChatGPT could do your job in half the time - Sales, product, CEO’s wife: everyone has “just one idea” that derails your focus - You’re told to “activate employee advocacy,” but no one actually wants to post - You receive 9pm screenshots of your CEO asking why you don’t rank in ChatGPT for [random prompt] - You ship high-quality content with no distribution support… then get told content doesn’t drive results 🔵 Product Marketer What your JT implies: Handle GTM strategy, messaging, market intelligence What you actually do: - You find out about launches the day before they are released - PMs don’t even try to do copywriting, so it’s your job to write the newsletter & in-app copy (because there’s no UX copywriter either) - You spend more time reworking decks than talking to customers - You’re expected to drive adoption without any influence over product - You create docs no one uses but everyone critiques 🔴 Marketing Ops What your JT implies: Own the stack, automate, and report on ROI. What you actually do: - You’re asked to “just set up a quick automation,” with no brief - You manage 20 tools that barely talk to each other with no time nor budget to fix this - You hold the whole CRM logic in your head but others assume it’s just “one quick change” - You deliver dashboards that get ignored until numbers dip - You’re invisible when things work, and blamed the second they break 🟢 Brand Designer What your JT implies: Build a beautiful, unique and consistent visual identity. What you actually do: - No brand system, no time to build one. Just vibes and 'make it pop' - Everyone thinks they’re a creative director during review rounds - They also think branding = colors + logo - You're seen as a service desk, not a partner in brand perception or growth. - You fight for bold design, but end up delivering safe and beige Marketing titles sound clean. Marketing work? Not so much. Good luck out there 💪

134

30 kommentarer

Do native audiences or targeted account lists perform better on LinkedIn? We analyzed the click-through rates and conversion rates of every B2B SaaS brand in our portfolio across native audiences on LinkedIn versus target account lists. We saw a 33% increase in CTR and a 31% increase in conversion rate when target account lists were used. This isn't really too much of a surprise, as target account lists are usually vetted by the sales and marketing teams to ensure they meet the ICP criteria. Often, when you build out native audiences on LinkedIn, you will target a variety of companies that may not necessarily meet ICP criteria, which can lower in-channel metrics as the messaging and content won't be as relevant. Therefore, it's no surprise that engagement rates are higher on accounts that are likely a better fit for the company and convert more effectively. In addition, you also have the advantage of aligning with the same target account list that sales is outbounding to today. That means that the same buyer is receiving similar messaging across multiple channels, which increases awareness and the probability that a message sticks. TL;DR Start with the broadest target account list that meets your ICP, then expand out from that.

41

19 kommentarer

Your highest traffic pages may be stealing revenue from your best performers. After analyzing millions of sessions across brands I found a way to optimize pages getting lower clicks to generate up to 45% more revenue.👇🏼 1️⃣BRANDS THINK: MORE CLICKS = MORE MONEY Having analyzed an anonymous brand (can’t share): - Homepage hero: 3,000 clicks/day - About Us page: 200 clicks/day Their About Us page generated 45% higher revenue per click than global-average. 2️⃣WHY DID THEIR ABOUT US PAGE CRUSH THE HOMEPAGE? → American-made positioning (trust factor) → Family-owned story (emotional connection) → Mission-driven brand values → Customers researched before buying = higher intent traffic People who read the story got "bought into the brand". 3️⃣THIS ISN'T UNIQUE TO ONE BRAND. There are many pages you're ignoring that generate cash like: - FAQ sections - Shipping/return policies - Size guides - Company story pages - Blog posts - Customer review pages 4️⃣THESE "UNIMPORTANT" PAGES CONVERT BETTER BECAUSE: → Users visiting these are serious buyers (not just browsers) → They're doing research = higher purchase intent → Building trust before buying = qualified traffic → Less competition for their attention These are trust-building, not selling. Help them make THEIR decision, not force it on them. 5️⃣LET YOUR CUSTOMERS EXPLORE. DON’T FORCE THE SALE. Pushing immediate purchases is like being a pushy salesman... we’ve all taken poor SaaS demos lol Content builds trust. Guide them, not shove them. So: USE INTERMEDIARY PAGES Pages where users learn more but can't directly buy: → Listicles that lead to PDPs → About Us pages → Educational content These are conversion goldmines most brands ignore. 6️⃣BOTTOM LINE: Your navigation menu is hiding your biggest revenue drivers. Most brands optimize for traffic. Smart brands optimize for revenue per session. Only HeatMap shows revenue per click for every element on your site. Stop flying blind. Start optimizing for dollars, not clicks.

63

11 kommentarer

A stupidly simple (and extremely powerful) ICP-fit AI flow Most teams overcomplicate ICP validation. You don’t need a dashboard. You need a yes/no. Here’s the flow we use to turn any website into FIT / NOT FIT in seconds. – WHY THIS MATTERS – → If you already check ICP fit now: this saves ~10 hours/week you currently burn on manual research. → If you don’t check ICP fit now: it makes your outreach way more relevant and typically 2× your reply rate. – THE FLOW – STEP 1: Feed the agent a website URL (or a column of URLs). STEP 2: Agent scrapes the site + does light web research ↳ MCP tools like Firecrawl, Exa, Jina (any equivalents work). STEP 3: It extracts the signals you care about ↳ product category, ICP geo/size, tech stack, hiring, use cases. STEP 4: Runs a single validation prompt against your ICP rules. ↳ Returns a structured output only: FIT or NOT FIT (+ why). STEP 5: Auto-sync results to Clay/CRM ↳ Only FIT accounts move to enrichment & sequence. – WHAT YOU GET – → Clarity: a binary decision you can trust. → Speed: lists go from “raw” to “ready” before your first coffee. → Lift: more relevance → more replies → more pipeline. Want the exact prompt, validation rubric, and a plug-and-play workflow? Comment FLOW and I’ll send you the setup. Follow me for more GTM engineering plays that actually move revenue.

35

33 kommentarer

🔥 3 pricing models. Same economics. Radically different results. Imagine selling a $200 product in an online marketplace. You know you’ll have to pay the marketplace a commission. But which would you rather pay? • Model A: Flat fee of $10 • Model B: $3 flat fee + 3.5% commission • Model C: 5% of sale price • Model D: You are Indifferent On paper, all three are identical. In each scenario the commission equals $10. 💭 Classical economics assumes we’re rational. If that were true, everyone should have picked Indifferent as all outcomes are the same. 👉 But when we ran this breakeven test across thousands of customers for a marketplace client, almost nobody did. Did you? And it doesn’t stop there: we’ve run similar break-even experiments at over a thousand companies. The “Indifferent” option has never won! 🚀 Lessons for founders: 1.     How you charge matters more than what you charge. 2.     Even identical economics can create wildly different customer behavior. 3.     => Pricing models need to be tested relentlessly — customers will always reveal more than your spreadsheets. I call this the Mental Model Axiom in my new book, Scaling Innovation. It’s one of many ways pricing exposes the myth of the “rational buyer.” 📚 If this resonated, you’ll love Scaling Innovation. Get a copy of the book now. It’s filled with these kinds of aha moments → https://a.co/d/dgyqdWP What’s the most surprising Pricing and GTM insight you’ve seen in your work?

93

25 kommentarer

According to iBusiness, 84% of the top 100 SEO agencies in Germany offer GEO services. For 30% GEO is already a top focus area. For 7% GEO is the number 1 priority!

59

20 kommentarer