Business Acquisition Methods

I can't get enough of our new case study with Lalo. It's another example of platform reporting telling half the story — but once you start testing, you can really start shifting strategy and transforming your business. Worried they were reaching the same high-intent customers over and over, Lalo hypothesized that more upper-funnel campaigns on Meta and TikTok could help them reach new audiences. So they partnered with Haus to run a 3-cell Meta experiment, which tested purchase-optimized conversion campaigns vs. add-to-cart conversion campaigns vs. a holdout. The results? The purchase-optimized campaign drove a 27.1% lift in new customer revenue, while the add-to-cart campaign achieved a 26.5% lift. This meant the lower-funnel campaign was only 2% more incremental than the upper-funnel campaign. The cherry on top: The iROAS of the add-to-cart campaign was just $0.01 higher than that of the purchase campaign. Not only did these upper-funnel campaigns reach a new audience, but they also did so cost-effectively. Tests on TikTok told a similar story. So with these results in hand, Lalo has layered more upper-funnel tactics into their evergreen strategy — unlocking a bigger audience in the process. Love this one - full case study in the comments ⬇️

B2B revenue from TikTok and Instagram? 60% of it, in fact. At a recent CMO gathering that François Dufour and I put together, TikTok and Instagram marketing sparked one of the most engaged discussions in the room—mainly because many leaders still find it hard to believe it can drive meaningful revenue in B2B. One company I advise is proving otherwise. About 60% of their revenue comes through influencer-driven campaigns on TikTok and Instagram (I know, I was shocked too). Their product isn’t consumer-focused—but it is demo-friendly. And they’ve mastered the formula. Here are some of their top strategies: Broad awareness, not ICP targeting: Think of these platforms as the anti-LinkedIn - if you create content that’s narrowly focused on your ICP, it won’t be relevant to (i.e. engaged by) a large audience. The name of the game is virality and shareability so make content that has wide appeal so it hits more feeds, some of which will be your ICP. Finding influencers (yes, it’s manual): It takes dozens of hours to find good influencers - there are no shortcuts here. Create a fresh account, search relevant keywords, and train the algorithm by liking relevant creators so you keep finding similar ones. Review the content of all potential partners to assess authenticity, quality content, and strong engagement. Skip the “creator platforms” — they rarely deliver. Content that converts: Start with a relatable scenario (the first 10–20 seconds), ideally something fun and attention-grabbing, then introduce your product, ideally with some screenshots or demos (visuals are always better on these mobile first platforms). By the time viewers realize it’s an ad for your product they should be hooked on the story. Keep it authentic and entertaining - those perform better than polished corporate videos. Production quality matters less than authenticity. Contracting best practices: Think of influencers as strategic partners. Sign long term contracts to avoid post-viral pricing spikes (i.e. your great content helps an influencer’s subscriber base take off, and then they charge you more because of their higher follower count!), and to block competitors from using them. Paid amplification: Try to get usage rights in your contracts so you can re-use strong content across your website and in paid ads. Even content that underperforms organically can win in ads due to differences in targeting. Curious what others are seeing in this space—especially on the B2B side. Anything critical we missed?

Not spending in TikTok’s higher funnel? You could be missing out on massive efficiency gains. As more and more brands adopt Fospha globally, we get even better visibility over the strategies the best eCom brands in the world are using to grow their businesses fast. I post A LOT about TikTok. We’ve seen it drive amazing results for: 1) New customer growth - TikTok drives the greatest % new customers at 70% (vs other platforms). 2) Demand gen - Early-stage Startups lean into TikTok to capitalize on a large audience w/ high buyer intent 3) Creating headroom for scaling other channels - Struggling to scale Meta without your CPA going through the roof? Try introducing some TikTok spend! We see brands that spend on TT can afford to spend more overall because of the work it does in the higher funnel to generate opportunities. - Represent did this – they scaled TikTok by 277% and Meta ROAS was boosted by 27%. There’s a wealth of stories on how effective TikTok can be if you get it right. So if you're not seeing results, what do you need to change? We recently deep dived into TikTok at the ad strategy/objective level – to find out the best funnel mix to optimize CPA. The outcome? The most highly optimized brands spend 22%+ of budget in TikTok’s upper funnel (awareness and consideration ads) - a massive jump up from the average. A simple change in your funnel mix can hugely elevate your performance – and set you up for long-term brand building at the same time. The question is – are you spending enough higher up the funnel? This data is from our latest report – read the best growth strategies for brands + 3x case studies here: https://hubs.ly/Q02FNLb-0

Quarter-million in three months for a new brand or new product drop? The framework isn't too complicated if you have some traction. PHASE ONE: Discovery Through Fire (Month 1-3) Pour everything into Facebook CBOs and TikTok's broad targeting. Label campaigns by creative hook and value prop. Ignore short-term ROAS—you're buying data, not immediate profits. PHASE TWO: Voice of Customer Intelligence (Month 3-6) Send a quick survey the moment their package arrives. Three questions that matter: What made you choose us? What hesitation almost killed the sale? What's missing from the market? Those responses become your new homepage copy and next product roadmap. Transform the best customer quotes into raw, authentic video content. iPhone footage + basic editing = authentic creative that converts. Launch refreshed campaigns within 48 hours using actual buyer language. PHASE THREE: Retention Architecture (Month 6+) If your product isn't naturally recurring, create subscription value or bundle logic. Monitor 30-day repeat purchase rates obsessively. Perfect your email automation sequence: onboarding → abandonment → browsing nudges → post-purchase → reactivation. Real numbers from a recent launch: Media investment: $45,800 Initial sales: $118,400 Month 3 repeat revenue: $137,300 Customer acquisition cost: $32 Contribution margin: secondary priority (learning margin = everything) Common traps that kill momentum: ✗ Waiting for organic validation before advertising ✗ Perfectionist packaging delays ✗ Using generic survey tools instead of personal outreach Feed the algorithms, absorb customer feedback, move like revenue depends on speed. Because it does.

Why 90% of DTC brands hit a Meta scaling wall at $1M-$10M (and how to break through) As DTC brands cross the $1M revenue mark, their Meta performance typically takes a nosedive. Their ROAS that was crushing it at smaller spend levels suddenly tanks. The problem is that they don't have nearly enough creative variation inside their ad accounts. It's one of the easiest levers to pull and when done right, and it can transform your revenue in a few months. The framework below isn't exhaustive, but it's more than enough to find your gaps and create winning tests without the overwhelm. Two key levers: → Format + Style → Angle → Distribution strategy Let’s start with format and style: 𝗦����𝗮𝘁𝗶𝗰 𝗶𝗺𝗮𝗴𝗲𝘀: → Product A vs. Product B comparisons → Customer photo + product overlay → Product visuals + short testimonial snippet → Real-world usage in context (clean lifestyle visuals) 𝗩𝗶𝗱𝗲𝗼: → Creator-led walkthroughs → Founder on-camera moments → Ingredient-focused breakdowns → Simple unboxing or first-use reactions 𝗙𝗼𝗿 𝘁𝗵𝗲 𝗮𝗻𝗴𝗹𝗲, 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻: → Pain point focused (what problem does this solve?) → Benefit driven (how does this improve their life?) → Social proof heavy (who else loves this?) → Education based (what do they need to learn?) 𝗡𝗼𝘄, 𝗼𝗻 𝘁𝗼 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: This matters a on both Meta AND TikTok, and refers to how your ads are delivered to your potential customers. ▸ Run ads from your main brand account ▸ Test whitelisting through creator accounts (reduces CPA by 30-40%) ▸ Test a parallel branded-content page (looks different, feels native) Make sure your diversified ad creative portfolio includes all three dimensions. Content without distribution = wasted work. Distribution without variety = wasted spend. Both without compelling angles = missed opportunity. Dial all three in and you'll break through that scaling glass ceiling.