Optimizing Paid Ads To Scale Pipeline

June 28, 2023

Scaling is a common challenge that most companies face as they grow.

However, it becomes more complex for fast-growing companies that experience rapid changes and require constant adaptation to their systems.

This is the case for Wing, a platform that helps small and medium-sized businesses outsource their workforce to become more efficient.

In this MasterSaaS Live, Wing's Cofounder and CMO, Roland Polzin, shared insights on how the company uses mostly paid advertising to drive revenue, its typical buyers, and its marketing strategies.

Scaling Challenges in a Fast-Growing Company 🌱

One of the biggest challenges that Wing faces is scaling.

As Roland notes, the company is growing so fast that every couple of months, its systems have to change.

What worked at $1 million in gross sales volume will not work at $5 million, and what worked at $5 million will not work at $12 million.

This constant need for adaptation and change can be overwhelming, especially for a company that is still in its early stages.

To overcome this challenge, Wing has to be agile and flexible.

It has to be willing to experiment with new ideas and strategies, and it has to be open to feedback from its customers.

As Roland notes,

"We have to be very customer-centric, we have to listen to what our customers want, and we have to be willing to change our systems to meet their needs."

Wing's Marketing Strategies 🤓

Wing uses mostly paid advertising to drive revenue, with Google search ads accounting for about 80% of its incoming leads.

Roland notes that the company is very deliberate in whom it targets, using conversion-optimized traffic to hone in on the types of people who are most likely to convert on its website.

This targeted approach helps to minimize irrelevant traffic and ensure that the company's resources are focused on the most promising leads.

In addition to paid advertising, Wing also focuses on providing value to its customers through its blog.

The blog provides tips and insights on how to leverage an executive assistant or how to delegate work properly, which is relevant to both existing and potential customers

This approach helps to build trust and credibility with the company's audience while providing them with valuable insights that they can use to improve their businesses.

Implications and Potential Impact 🎯

The insights shared by Roland have several implications for businesses that are looking to scale and improve their marketing strategies.

  1. It is essential to be agile and flexible, willing to adapt to changing circumstances and customer needs.
  2. Paid advertising can be an effective way to drive revenue, but it is crucial to be deliberate in whom you target and to focus on the most promising leads.
  3. Providing value to your customers through content marketing can help to build trust and credibility while providing them with insights that they can use to improve their businesses.

The potential impact of these insights is significant.

By being more customer-centric, businesses can improve their products and services, leading to increased customer satisfaction and loyalty.

By using targeted advertising, businesses can optimize their resources and improve their conversion rates, leading to increased revenue and profitability.

And by providing value through content marketing, businesses can build trust and credibility, leading to increased brand awareness and customer loyalty.

Alina Vandenberghe
Roland Polzin
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Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue.
If you’re looking for tactical ways to improve your marketing, this podcast is for you!
About Mastersaas live
MasterSaaS Live is the interview series that seeks to answer the question: What does it take to be a badass CMO? For our host Alina Vandenberghe, Co-CEO and Co-Founder of Chili Piper, this question is personal. A CPO-turned-CMO, Alina is on a journey to become a badass CMO — and is building in public as she goes. If you're a current or aspiring marketing leader, this is your only chance to learn from top marketing leaders, innovators, and big thinkers about marketing in 2023 — from CRO to brand to music and so much more.
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