The Secrets of the Best Marketing Channels Revealed

Outsource to Profits Podcast

About The Host

Jamie Shanks, Founder & CEO of Pipeline Signals and Get Levrg, specializes in optimizing offshoring for profit growth. With a background in leading “Sales for Life,” he's trained over 250,000 professionals globally for industry giants like Microsoft and Oracle.

About the Guest:

Name: Erik Huberman
Designation: Founder and CEO

Company: Hawke Media
Website: hawkemedia.com

LinkedIn: https://www.linkedin.com/in/erikhuberman/
Erik Huberman, founder and CEO of Hawk Media, a leading performance marketing agency in the U.S. With a robust team and extensive experience in optimizing marketing strategies for over 500 brands, Erik shares invaluable insights into digital marketing and business growth.

Episode Summary:

In this episode of "Outsource to Profits," host Jamie Shanks sits down with Erik Huberman, the founder and CEO of Hawk Media, a top performance marketing agency in the U.S. Erik introduces himself and his company, highlighting its extensive experience and innovative AI system used to optimize marketing for numerous brands. The main discussion revolves around the critical importance of understanding and managing Customer Acquisition Cost (CAC) to Lifetime Value (LTV) ratios and payback periods.

Jamie shares his own experience from running his first agency, Sales for Life, where mismanagement of CAC to LTV ratios led to a complex sales cycle and stagnation in top-line revenue despite winning larger deals. Erik echoes these sentiments, emphasizing the necessity of knowing your sales cycle and measuring marketing outcomes over appropriate time frames rather than short periods. He discusses how many businesses fail to account for the time it takes to convert a lead into a customer, resulting in misleading assessments of marketing effectiveness.

Erik explains how Hawk Media’s AI-driven benchmarking tool helps clients understand and optimize their marketing performance by providing accurate KPIs across various channels.

Towards the end, Jamie and Erik discuss the benefits and rationale behind Hawk Media's inorganic growth strategy through acquisitions. Erik explains how acquiring smaller agencies allows Hawk Media to leverage the strengths of talented entrepreneurs while providing them with the infrastructure and support to thrive. Jamie relates to this from his own entrepreneurial journey, discussing the financial and operational struggles that many small agency owners face.

Erik concludes by sharing how listeners can connect with him and Hawk Media for further insights and potential collaboration.

Key Points Discussed:

• The significance of CAC to LTV ratios in marketing strategies.
• Common misconceptions and pitfalls in digital marketing metrics.
• Insights into Hawk Media's AI-driven approach to optimize marketing campaigns.
• Erik's experience with acquiring and scaling digital agencies.
• Strategies for sustainable business growth and overcoming financial challenges.

Keyword Research:

Performance marketing, customer acquisition cost, lifetime value, digital agency growth, AI in marketing, business acquisition strategies, sales cycle optimization, marketing ROI metrics.