Optimizing LTV to CAC at Unbounce, with Alex Nazarevich

Metric Stack

Today's guest is Alex Nazarevich, Vice President of Growth at Unbounce. We dive into the marketing strategies and principles behind the company's success. Alex’s team uses the Lifetime Value to Customer Acquisition Cost (LTV to CAC) ratio, not just as a marketing metric, but as a unifying force across departments. This approach underscores the importance of collaboration and strategic alignment for sustainable growth and profitability.

Alex and his team significantly reduced Customer Acquisition Costs (CAC) at Unbounce. Their approach of starting at the conversion point and methodically working backwards was instrumental in achieving these reductions. This strategy, balancing impactful changes with the team's execution capabilities, epitomizes practical and efficient digital marketing.

By customizing the way they approach different company sizes and industry types, Unbounce creates impactful campaigns that resonate strongly with the targeted customer base.

Alex's journey at Unbounce is best described as continuous experimentation and learning from successes and failures. He suggests an adaptive strategy, revisiting fundamental marketing elements and balancing immediate results with long-term insights into customer retention.

Finally, he champions a culture of curiosity and data literacy, encouraging a mindset where challenging established norms and harnessing data-driven insights are essential to forging successful marketing pathways. His advice is clear and simple: Just start. This approach, embracing experimentation and taking the initiative, is key to uncovering new insights and making meaningful progress in marketing.