Ziggy | Revenue-First Demand Gen Agency

I'm super excited to share Ziggy's paid media benchmarking data. It's a live look at how paid media has trended across the last five years across Ziggy's client book. Everything is on show, revenue metrics, conversion rates through the sales funnel and ROAS. Data is aggregated in our data pipeline and anonymised. Being accountable for revenue is more than a slogan for us. It's a commitment to focus on the metrics that matter to our clients, our team and the culture we're building at Ziggy. This kind of accountability forces us all to act with real transparency, helping us build strategic partnerships with our clients that go beyond performance. Sharing this benchmarking data publicly goes one step further. It's designed to show future clients, employees and peers how we like to operate. Hopefully it reveals the state of paid today too, which is in constant flux! You can check out the page on our site, see the first comment of this post.

"The kind of difficult, unglamorous work that separates good agencies from great ones." That's what the judges at the UK Paid Media Awards said about our work with Canon Europe. It's our second major award for this campaign, following a Drum Award earlier this year. We rebuilt the data pipeline so we could track actual product purchases through the sales funnel, rather than relying on keyword intent as a proxy. That visibility rewrote what we thought was driving revenue, allowing us to personalise the campaign journeys and shift budget. The YoY results: +7% media spend. +105% pipeline. +103% ROAS. With only a modest increase in budget, we more than doubled Canon's pipeline and their return on ad spend. Proud of the Ziggy and Canon teams. Two awards down. 💪🏼👏🏼

🥇 Winners at the UK Digital Excellence Awards in the category 'Standout ROI Campaign of The Year' - the best way to end the week 😍 #b2bmarketing #demandgeneration #awardwinningagency

Most CMOs are flying blind on CAC. They know what they're spending. They know what they're closing. But they don't know what they can afford to spend. So when the board asks "Is our CAC too high?" — the answer is usually a guess. Allowable CAC isn't about industry averages or what your competitor is doing. It's about your unit economics. Your ACV. Your conversion rates. Your payback window. Get those wrong, and you either: A) Underspend (and lose deals to competitors who outspend you), or B) Overspend (and burn cash on deals that never pay back) So what should you actually be paying? I've dropped a calculator in the comments — plug in your numbers and see where you stand. Worth 3 minutes.

Proud moment for us — we’ve been named in The Drum’s Honors Class of 2025. Massive thank you to the team for always pushing, and to our clients for trusting us to do what we do best. #thedrum #agencylife

"Commercial Literacy", the one skill every B2B marketer needs to develop right now? It's not a new platform. It's not another AI tool. Our co-founder, Victoria Dyke made it pretty clear when she sat down with The Business of Marketing at Advertising Week Europe: "Commercial literacy. Understanding how businesses make money, what their unit economics look like, what the constraints are, and then enabling yourself to speak that language so that you're not vulnerable." Marketers who can translate their work into commercial outcomes will always have a seat at the table. Those who can't will always be fighting to justify their budget. 🎙️ Links to the podcast in comments #B2BMarketing #MarketingLeadership #CommercialMarketing #ZiggyAgency