Marketing Mavericks: an Interview with Jason Puckett
Published: December 11, 2015
Author: 3Q Digital
Twitter handle: @JasonAPuckett
How long have you been in your current role?
Almost 2 years.
When you look back at the last six months, what were some of the biggest surprises of your job?
AdBasis is an emerging advertising technology company related to ad testing. When we began the process of building our platform, we knew ad testing was something people needed; however, there was very little digital content available on the subject. Over the past 6-12 months, we have seen the number of search queries for “ad testing”-related keywords increase drastically along with the amount of new digital content being published on the subject.
We knew that ad testing was an unrealized need and that it would eventually pop up on the radar of digital marketers, but we never thought the realization of the need would come so quickly. That has been a great surprise.
What are 2-3 bold predictions you’d make for the next six months?
1. Landing page testing and ad creative testing will merge. More and more companies are becoming familiar with the principles of multivariate testing. A multivariate test is executed when more than one variable is in question. When approaching an ad test, the test shouldn’t just be looked at by the ad’s creative; targeting and landing page are variables that needs to be included.
Currently, most companies run these tests in isolation from each other. This disjointed process inherently violates the principles of multivariate testing because these variables (ad copy and landing page) have no way of interacting. As more and more brands begin to recognize this error, these tests will happen together.
2. Native advertising will be the “trendiest” type of ad for B2B. From 2011 to 2014 “Social media marketing (SMM)” was definitely the big topic of discussion for most marketers. In reality, SMM is content marketing using Facebook, Twitter, etc. to distribute. The main drawback of SMM during this era was the gap between creative content and ROI – “How do I track ROI from my content investment?”
Now that native advertising technology is advanced enough for performance marketers to track lead gen from content, people will spend more on it.
Which company would you absolutely love to work with as a client, and why?
Kellogg. They are based in the midwest and invest a ton of their advertising dollars into Chicago-based companies. AdBasis is Chicago-based, we know just how awesome their products are and how big of an impact Kellogg can make to their service providers.
I also know that digital ads are relatively new to companies in their space (not necessarily Kellogg) so if/when we get ahold of their digital media to test it, we’d show them a world of difference.
If you had $10M, which marketing platform (e.g. Google, Facebook, Twitter, etc.) would you invest in, and why?
If we had a $10M annual marketing budget, here’s where we’d spend it:
AdWords (blend of search & remarketing) – $5M. Google AdWords might be the most “cookie cutter” answer, but it’s also the most reliable and tested methodology for client acquisition. We currently spend the majority of our marketing budget on AdWords search, and it’s providing huge returns for us. We would want to amplify that.
Facebook- $2M. Facebook has been great for us in terms of promoting content and lead generation through locked landing pages. The cost-per-qualified-lead is a lot less, but the number of qualified leads generated has been significantly less than what search has provided our business. We would want to alter some variables in our mix to see if we can better target our audiences.
Twitter- $1M. We have not tested twitter for AdBasis, but we think this could be a great avenue for client acquisition.
Content & Organic Distribution – $0.2M. Development & distribution of high-quality content has been one of our best channels for spreading AdBasis brand awareness within the performance marketing community. I believe we could replicate this process into other communities as well as ramp up the success we’ve seen to date.
Native Advertising -$1.8M. Leveraging a paid acquisition model to amplify our content and distribute it into new audiences is huge for B2B. AdBasis falls into that category.
If you had $10M, which marketing technology would you invest in, and why?
AdBasis, I would invest $10M into speeding up our development calendar and making sure everyone on the planet knows about our awesome product suite. This answer is sort of cheating, but I am sticking to it. 🙂
What is/are the most important metric(s) you use to guide your decision making process?
The number of experiments built per quarter per customer. This is our metric for defining the healthy use of our product and whether or not a client has been properly trained on the AdBasis value and proper usage. Making sure every single customer who uses our product has the best possible experience is our #1 goal as a company, and this metric helps us measure that.
Which is more important, attribution or mobile? Why?
Attribution. If you don’t know where a lead or sale is coming from, or more importantly, which areas it didn’t come from, it would impossible to properly execute a marketing strategy. Don’t get me wrong, mobile is obviously a very important thing, but if it wasn’t for attribution, would you even know if mobile is working? 🙂
Are there any specific books that have helped shape your marketing strategy?
“Moneyball: The Art of Winning an Unfair Game” – by Michael Lewis (also a Brad Pitt movie).
You might be thinking “this book has nothing to do with marketing” and you’re right, but the way of thinking completely changed my approach to marketing as well as running a business. Basically, the thesis of this book is to identify metrics that make the biggest differences in performance (though they may not be conventional metrics) and base your decisions purely on the reliable data associated with these metrics.
The AdBasis product suite is built on this mentality, and this is how we make all of our decisions.