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But you can drip your money into the ads and see if anything comes back. How could you run it for 12 months and 1.5M? Doesn't even matter whether you have PMF,

But you can drip your money into the ads and see if anything comes back. How could you run it for 12 months and 1.5M? Doesn't even matter whether you have PMF, you can just use the direct feedback: ad was on for two weeks and nobody showed up, let's stop and think. I've run little web shops and you always get some kind of interest. It might not pay back, but you wouldn't get zero.

Vagantem 3y ago
Hey there - author of article here. Took this from another comment I wrote: The problem for them was mainly that the agency running their ad account counted "demo requests" as their top metric and mistakingly counted all demo requests that came in as attributed to the marketing spend. So they reported on faulty numbers during the entire year. Hubspot showed that direct ads actually didn't work at all (mainly because they didn't really have PMF yet). Needless to say, that agency got fired pretty quickly.