1 / 25

Stop Renting Reach You Already Own

Owned channels like Email and WhatsApp deliver higher ROI, lower CAC, and stronger LTV than rented impressions. CMOs who reallocate 40u201360 percent of remarketing budgets to these rails will structurally outcompete peers, gain boardroom credibility, and future-proof against regulatory and AI-driven shifts.

pulpstrategy
Download Presentation

Stop Renting Reach You Already Own

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Stop Renting. Start Compounding. The CMO's Guide to Owned Channel ROI

  2. The Leak in Your P&L The Problem You have their email. You have their phone. Yet you pay Meta to reintroduce you to your own buyers. The Reality Every paid impression on a known customer is a self-imposed tax on your margins.

  3. Every Quarter Marketers burn millions renting reach they already own

  4. The Owned Channel Dividend ₹2,500-₹3,500 90%+ 600M WhatsApp Seen Rates Email ROI WhatsApp Users Return per ₹100 spent in B2B email campaigns Active users in India making it the primary commerce rail Consistently outperform all other channels

  5. The P&L Rail Framework

  6. Creative Engagement Strategy BFSI Approach SaaS Strategy Design lifecycle storytelling around trust and compliance to address specific customer concerns. Deliver CIO-focused content streams that address specific objections and compress deal cycles.

  7. Case Study: Lenovo APAC The Approach The Results Research-driven content and CIO Playbook with personalized nurture tracks Built top-of-mind recall, increased engagement, generated conversation-ready leads across region

  8. The Competitive Divide 1 2 Owned Channel Leaders Rented Impression Dependents Structurally lower CAC, stronger LTV, competitive advantage Permanent cost penalty, slower compounding, pricing disadvantage

  9. Scenario Analysis: BFSI Brand Before Shift After 50% Shift 20% CAC reduction and 15% LTV improvement within 12 months

  10. The competitor who compounds owned rails will own the valuation multiple

  11. The New Split Strategy Discovery Remarketing Amplification Paid media, SEO, GEO for top funnel visibility 40-60% budget shift to email and WhatsApp Custom audiences as amplification, not core engine

  12. Success Metrics That Matter Pipeline Contribution CAC Efficiency LTV Uplift Percentage of opportunities with owned channel touch Cost per qualified opportunity when owned replaces paid Retention deltas in WhatsApp engaged cohorts

  13. The CFO Conversation Switch the Language • Pipeline Contribution → not impressions served • CAC Efficiency → not click-through rates • LTV Uplift → not engagement metrics Frame email and WhatsApp as financial levers, not channels.

  14. Career-Defining Choice Defend budget or command it

  15. Guardrails & Compliance India Benchmarks Best Practices Privacy Compliance ₹2,500-₹3,500 ROI per ₹100, 2-2.5% conversion rates proven Frequency caps, template testing, easy opt-outs prevent fatigue DPDP and GDPR compliant by design, reducing regulatory risk

  16. Leadership Discipline Required Product Integration Sales Alignment Unified approach to owned channel engagement Seamless user experience across touchpoints Marketing Excellence Service Coordination Strategic owned channel orchestration Consistent messaging and support

  17. Sector Adaptability BFSI Tech & SaaS Retail & Consumer Objection-handling sequences reducing compliance friction and accelerating decisions Demo-to-meeting cadences compressing sales cycles effectively WhatsApp replenishment and catalog alerts driving repeat purchase

  18. Long-Term Enterprise Value Compounding Assets Owned channels strengthen valuation multiples through structurally lower CAC and higher LTV. Investors favor first-party data strategies - they're more resilient and predictable.

  19. The Challenge for CMOs Every rupee wasted on rented reach is a rupee your CFO will ask you to justify. The ROI imbalance isn't just inefficiency - it's aleadership credibility issue in the boardroom.

  20. Future-Proofing with AI Today LLMs like ChatGPT and Gemini surface brands with strong owned engagement signals 1 2 Tomorrow AI-driven discovery rewards consistent email trails and verified first-party data

  21. Key Performance Indicators 2.5% 20% 15% B2B Email Conversion CAC Reduction LTV Improvement Industry benchmark for qualified leads Achievable within 12 months of shift Through owned channel engagement

  22. Implementation Roadmap Week 1-2: Audit Week 3-4: Strategy Design reallocation plan and creative engagement framework Map current remarketing spend and identify known user targeting Week 5-6: Pilot Month 2-3: Scale Launch sandbox programs with frequency caps and testing Roll out full cadence-driven programs across segments

  23. Frequently Asked Questions What's the ROI of B2B Email? Why prioritize WhatsApp? How does DPDP impact choices? 600M active users, 90%+ seen rates outperforming social retargeting ₹2,500-₹3,500 per ₹100 spent with 2-2.5% conversion rates in India Owned channels are consent-first, reducing regulatory risk while building trust

  24. Key Takeaways Stop renting reach you already own Shift 40-60% of remarketing spend Every paid impression on known customers is self-imposed tax Reallocate to Email and WhatsApp for compounding returns Measure what matters to CFOs Future-proof with compliance and AI CAC, LTV, pipeline velocity - not clicks or opens Build owned engagement signals for discoverability

  25. Stop Renting.Start Compounding. The call to action your CFO will rememberBook a consultation HERE

More Related