The TL;DR:

• Let’s Chat D2C: The Ideal Facebook Ads Account Structure

• What I’m Thinking about this Week: Defining and Targeting your ICP

• The D2Z Podcast: In this week’s episode, I sat down with Gaby Tegen, Founder & CEO of Smartrr, a subscription commerce platform.

• App Updates & Highlights: Superfiliate Influencer Marketing Hub

• Upcoming Events: I’ve got a very special upcoming event that I’ll be able to share more details on shortly!

I partnered with Gorgias to bring you an exclusive tutorial guide on leveraging their new product Convert to increase conversions by 15%

I’ve already onboarded 3 brands to Convert, including Sofía Vergara’s beauty brand toty, and the results have been amazing:

• Reduced bounce rates

• Increased AOV

• Personalized and engaging shopping experience

The full boot camp includes YouTube video tutorials, a comprehensive resource pack, a 12-page detailed guide, and a 7-day email series with daily tips and tricks!

Let’s Chat D2C - The Ideal Facebook Ads Account Structure

Ever since Meta released Advantage+ campaigns for Facebook Ads, the ideal structure of an account has transitioned from audience testing to purely creative testing.

I put together a guide highlighting how I set up all of my client’s accounts now to optimize performance and make creative testing as seamless as possible.

This document is meant to serve as a guide for how we want to standardize our Meta Ads account structure to prioritize creative testing.

Structure: Broad targeting with each ad set within a campaign testing a certain type of creative with 3 variations (i.e., video) and have each ad-set spend at least $100/day.

• Prospecting Campaign: Broad Targeting

  • Ad Set 1: Video Creatives

    • Ad Creative 1: Variation 1

    • Ad Creative 2: Variation 2

    • Ad Creative 3: Variation 3

  • Ad Set 2: UGC Creatives

    • Ad Creative 1: Variation 1

    • Ad Creative 2: Variation 2

    • Ad Creative 3: Variation 3

  • Ad Set 3: Product Creatives

    • Ad Creative 1: Variation 1

    • Ad Creative 2: Variation 2

    • Ad Creative 3: Variation 3

  • Ad Set 4: GIF Creatives

    • Ad Creative 1: Variation 1

    • Ad Creative 2: Variation 2

    • Ad Creative 3: Variation 3

  • Ad Set 5: X Creatives

    • Ad Creative 1: Variation 1

    • Ad Creative 2: Variation 2

    • Ad Creative 3: Variation 3

  • Etc.

Every week on Wednesday at 1PM PST/4PM EST:

• Turn off non-performers and move performers into the Advantage+ campaign.

• Cycle in 1 new creative per week into the ad set

Performing Ad Sets inside the Creative Testing campaign will be scaled at the same time as we move them over to Advantage+. Only turn them off inside the Creative Testing campaign once the performance has dropped.

We should begin testing broadly with different concepts and ensure each concept differs from the next. Then, we can hone in on what works and start testing iteratively within concepts once a few have been verified to work.

Create a tracker where we can track concepts that have been tested so we avoid double-testing concepts. Also, we can do post-mortems on concepts that did not work and ones that did.

What I’m Thinking About This Week - Defining and Targeting your ICP

Fresh off of 2 days of in-person meetings with the DRINKS sales team, I’ve got a ton of insights into defining and targeting your ICP.

This isn’t spray and pray.

We’re not here to target hundreds and thousands of businesses, hoping that a few will bite on our offering. We know exactly who we want to reach and have modeled it on existing successful customers. We’ll be tackling net new verticals in 2025, but for now, there is so much low-hanging fruit in front of us that we have success stories for.

Here’s the process you can walk through to create your own ICP

Guide to Defining and Targeting an Ideal Customer Profile (ICP) for a Software Company

An Ideal Customer Profile (ICP) is a detailed description of the perfect customer for your product or service. For software companies, an ICP helps tailor marketing strategies, improve product features, and increase sales efficiency.

Defining Your ICP

Step 1: Analyze Your Current Customers

• Identify Top Customers: Look at your current customer base and identify the top 20% that generate the most revenue.

• Common Characteristics: Analyze these customers to find common traits such as company size, industry, location, and technology stack.

Step 2: Conduct Market Research

• Industry Analysis: Research industries that benefit most from your software. Use market reports and industry publications.

• Competitive Analysis: Identify who your competitors are targeting and their success stories.

Step 3: Create Customer Personas

• Demographics: Define basic demographic details like company size (SMB, mid-market, enterprise), industry, and location.

• Firmographics: Identify business-specific traits such as annual revenue, number of employees, and growth stage.

• Technographics: Understand the technology stack they are currently using.

• Pain Points and Needs: Identify common problems your software can solve for them.

Step 4: Validate Your ICP

• Interviews and Surveys: Conduct interviews and surveys with existing customers and potential leads to validate assumptions.

• Data Analysis: Use CRM data to validate your ICP. Look for patterns in sales cycles, conversion rates, and customer retention.

Targeting Your ICP

Step 1: Develop a Value Proposition

• Tailored Messaging: Create a value proposition that speaks directly to the needs and pain points of your ICP.

• Case Studies and Testimonials: Use success stories from similar companies to build credibility.

Step 2: Choose the Right Marketing Channels

• Digital Marketing: Utilize SEO, PPC, and social media campaigns targeted at your ICP.

• Content Marketing: Develop blog posts, whitepapers, webinars, and eBooks that address their specific pain points and showcase your expertise.

• Email Marketing: Create segmented email campaigns that deliver personalized content to different ICP segments.

Step 3: Sales Outreach

• Account-Based Marketing (ABM): Focus on high-value accounts that fit your ICP. Personalize your outreach efforts for these accounts.

• Sales Enablement: Equip your sales team with ICP-specific sales pitches, objection-handling scripts, and demo scenarios.

• CRM Integration: Use your CRM to track and manage interactions with leads and customers fitting your ICP.

Step 4: Partnerships and Networking

• Industry Events: Attend and sponsor industry conferences, trade shows, and webinars where your ICP will likely be.

• Partnerships: Collaborate with complementary businesses and influencers in your target industry to expand your reach.

Measuring Success

• Key Metrics: Track metrics such as customer acquisition cost (CAC), customer lifetime value (CLTV), conversion rates, and churn rates.

• Feedback Loop: Continuously collect feedback from customers to refine and adjust your ICP.

• A/B Testing: Experiment with different marketing messages, channels, and sales strategies to see what resonates best with your ICP.

This Week’s The D2Z Podcast

#112 – Crafting Memorable Experiences

🎧 Listen Now 🎧

In this week’s episode, I sat down with Gaby Tegen, Founder & CEO of Smartrr, a subscription commerce platform. Specifically, we explored the following:

💰 Implications of tech advancements on traditional business sectors

📲 Maintaining a cohesive company culture across borders and tapping into a global talent pool

😎 The challenges with mental health as an entrepreneur

🚀 Leaning into change and embracing it

App Updates & Highlights - Superfiliate Influencer Marketing Hub

Superfiliate is one of my favorite Shopify apps, and it just keeps getting better! This past week they released their brand new Influencer Marketing hub, which includes:

• Creator discovery & communications: Find your best creators and nurture long-term partnerships. See who is tagging you, send personalized emails and DMs, and recruit them into your programs.

• Cobranded landing pages: Drive higher conversions with cobranded landing pages. Every landing page can be customized instantly with UGC pulled directly from Instagram and TikTok, as well as favorite products and personalized reviews.

• Social listening & product seeding: Collect stories, posts, and reels in one convenient place for review, download, and activate seeding campaigns with a single click.

• Payment management, analytics & reporting: Automate payouts and tax filings to creators and double down on your top performers with insights on AOV and revenue.

Upcoming Events

I’ve got a very special upcoming event that I’ll be able to share more details on shortly!