CEO @ Copley. Fmr Toast, HubSpot product leader.
Boston, MA
Joined October 2008
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The biggest learning I’ve had so far at Copley is that no one is doing enough testing and experimentation with paid ads, and almost everyone is seeing their results plateau. Here are 5 places you’re probably leaving money on the table as a result:
1) Your ads have no creative diversity, either because the business is too conservative to try new things OR there’s not enough design bandwidth.
2) Your Sales team has 100 ideas for campaigns / messages to test and there’s tension because your team can’t keep up. You keep having “prioritization” discussions.
3) Sales Ops teams have “engineered” an elegant targeting and signals engine, but your Demand plans feel reactive and disconnected from it.
4) Ads that were working have stopped working, but your team / agency isn’t reacting to the creative fatigue signals quickly enough. The result is highly inefficient spend.
5) Your testing plan is limited to headlines, colors and offers. You run a single test loop and stop, and those results aren’t really carrying over to the next campaign.
Are any of these you? Our goal at Copley is to turn marketers into Demand Engineers who are maniacal about testing and experimentation, so they can drive better performance and run AHEAD of the rest of the business.
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The biggest learning I’ve had so far at Copley is that no one is doing enough testing and experimentation with paid ads, and almost everyone is seeing their results plateau. Here are 5 places you’re probably leaving money on the table as a result:
1) Your ads have no creative diversity, either because the business is too conservative to try new things OR there’s not enough design bandwidth.
2) Your Sales team has 100 ideas for campaigns / messages to test and there’s tension because your team can’t keep up. You keep having “prioritization” discussions.
3) Sales Ops teams have “engineered” an elegant targeting and signals engine, but your Demand plans feel reactive and disconnected from it.
4) Ads that were working have stopped working, but your team / agency isn’t reacting to the creative fatigue signals quickly enough. The result is highly inefficient spend.
5) Your testing plan is limited to headlines, colors and offers. You run a single test loop and stop, and those results aren’t really carrying over to the next campaign.
Are any of these you? Our goal at Copley is to turn marketers into Demand Engineers who are maniacal about testing and experimentation, so they can drive better performance and run AHEAD of the rest of the business.
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We measured 3,500+ traits on one B2B ad last month. Concept type (use-case vs. free trial) drove 4× the CTR and 8× the leads — more than the headline.
Full breakdown of the five traits that actually moved the needle:
One trait drove 4× the CTR and 8× the leads in a B2B customer’s LinkedIn ads last month.
It wasn’t the headline.
We measured 3,500+ traits on the same ad. Five moved the needle most. Here’s what the data actually showed:
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We measured 3,500+ traits on one B2B ad last month. Concept type (use-case vs. free trial) drove 4× the CTR and 8× the leads — more than the headline.
Full breakdown of the five traits that actually moved the needle:
One trait drove 4× the CTR and 8× the leads in a B2B customer’s LinkedIn ads last month.
It wasn’t the headline.
We measured 3,500+ traits on the same ad. Five moved the needle most. Here’s what the data actually showed:
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One trait drove 4× the CTR and 8× the leads in a B2B customer’s LinkedIn ads last month.
It wasn’t the headline.
We measured 3,500+ traits on the same ad. Five moved the needle most. Here’s what the data actually showed:
5/ Concept type (biggest lever): Use-case ads hit 4.26% CTR vs 1.04% for free-trial, 238 leads vs 31, lower CPL. Usually set in the brief and never tested.
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Today i'm joining @CopleyAI as CEO. Copley is a purpose-built harness for B2B demand gen teams.
Our mission is to give every marketer the leverage of an entire department. On brand, in control, and always improving.
I'm having so much fun already.
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😎
.@ToastTab Q2: subscription revenue grew 100% YoY, ARR grew 59% YoY and we added a record number of new locations this quarter, all of which highlight the power of our industry-leading digital platform for restaurants. Thank you Toasters and customers! bit.ly/3wlQnBZ
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It's really incredible to see HubSpot as the #1 rated CRM. We've managed to pull off something really special. Blows my mind. g2.com/categories/crm via @G2dotcom
