Taylor Holiday, the CEO of Common Thread Collective, has found a way to turn customer acquisition costs on their head and actually make a profit from them. In a recent podcast interview, Taylor shared his unique approach to acquisition marketing, as well as his experiences with employee ownership and more.
Common Thread Collective is an ecommerce marketing agency that focuses on helping brands grow predictably and profitably. With over a decade of experience in the industry, the agency recently partnered with Acacia, a private equity firm, to further expand its platform and pursue new avenues of growth.
One of the standout features of Common Thread Collective is its employee stock ownership plan (ESOP). This plan allows employees to receive shares in the company tax-free, based on their salary as a percentage of total payroll. While this may seem like a noble attempt at creating a more equitable system, Taylor admits that the ESOP has its challenges, including operational complexities and potential complications when it comes to selling the business.
When it comes to customer acquisition costs, Taylor has a unique perspective. He refers to it as “negative CAC,” meaning that the marketing efforts actually generate profit rather than being a cost. By monetizing valuable media assets such as podcasts, videos, and email newsletters through sponsorships, Common Thread Collective has been able to turn marketing into a profit center, improving margins and driving growth.
Taylor sees an opportunity to capitalize on the high demand for ecommerce-focused media by uniting strong content creators and building a shared sales engine. By packaging sponsorship offerings and providing resources for content creation, he aims to replicate the success of networks like The Ringer before it was acquired by Spotify.
In addition to his innovative approach to marketing, Taylor also highlighted examples of how brands can turn costly activities into content that drives sales. By leveraging authentic, authority-rich content, brands like Vktry and Acquisition.com have been able to reduce acquisition costs and create a self-sustaining cycle of revenue generation.
For those looking to follow Taylor, learn from him, or utilize Common Thread Collective’s services, you can visit their website at CommonThreadCo.com. Taylor is also active on X and LinkedIn, where you can connect with him directly.
Overall, Taylor Holiday’s approach to acquisition marketing and employee ownership offers a fresh perspective on how businesses can not only survive but thrive in today’s competitive landscape. By thinking outside the box and leveraging valuable assets, companies can turn customer acquisition costs into a source of profit and growth.