Growth Talks: Growth Marketing Strategies & Insights

Right Side Up
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Growth Talks: Growth Marketing Strategies & Insights

Sit down with growth leaders and marketing executives from leading brands and companies across industries and stages. From exploring the evolution of growth marketing to walking the tightrope between brand and performance marketing to the epic saga of launching an ecommerce brand—we’ll dig into it all! Our guests will share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team. Growth Talks is brought to you by Right Side Up and hosted by Krystina Rubino, general manager of offline services.

  1. 20시간 전

    Mastering Brand and Demand Gen in B2B Marketing | Jason Ing (Gusto, AWS, P&G)

    ► About this Video Jason Ing, Chief Marketing Officer at Gusto, joins Krystina Rubino on Growth Talks to share his journey from B2C marketing with global tech giants like Microsoft and Amazon to leading B2B marketing strategies at Gusto. He explores the balance between brand and demand generation and highlights how storytelling and emotion shape decision-making in the B2B space. Jason also offers a behind-the-scenes look at how Gusto builds trust and brand consistency while providing HR and payroll services to small and medium-sized businesses. 🗝️ Key Takeaways: Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth.  When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend.  Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision. The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational.  Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time. Timestamps00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing01:22 Discussing the tension between demand gen and brand marketing in B2B06:01 How marketing philosophies evolve across different industries08:41 Emotional decision-making in B2B marketing12:26 Why storytelling matters in B2B marketing14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging17:52 Creating brand trust through consistent experiences across channels21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing27:22 How B2C and B2B marketing differ in practice30:05 Gaining organizational buy-in for experiments with new marketing channels37:00 Using non-endemic channels in B2B marketing40:00 Closing thoughts and advice for growth marketers 🔗 Mentioned in this episode: Gusto: www.gusto.com AWS: www.aws.amazon.com Xbox: www.xbox.com Procter & Gamble: www.pg.com Accenture: www.accenture.com Infosys: www.infosys.com 👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    45분

  2. 10월 15일

    Scaling Growth in the Complex World of Fintech | Simon Vishnevskiy (Credit Genie, Dave, Lyft)

    In this episode of Growth Talks, Simon Vishnevskiy, Chief Growth Officer at Credit Genie, sits down with Krystina Rubino to share his experiences and strategies in growth marketing for fintech. With a background that spans gaming, ridesharing, and finance, Simon dives into the unique challenges of marketing within a highly regulated and competitive space.  He discusses the parallels between marketing and gaming, the importance of cross-functional collaboration between product, compliance, and marketing, and the best way  to effectively reach underserved audiences. Simon also explores how to build a strong acquisition strategy from scratch and scale it efficiently over time. 🗝️Key Takeaways: Unlike other industries where a playbook may work long-term, fintech demands continuous reevaluation and dynamic strategies due to changing regulations and customer behaviors. In a highly regulated industry, collaborating closely with your compliance team ensures you can get creative with messaging while avoiding legal issues. Paying attention to product changes may explain swings in KPIs.  Starting with digital channels like TikTok, Meta, and Google is key but, as fintech brands mature, investing in offline channels like podcasts, TV, and radio is crucial for establishing brand equity and trust. To build an effective growth engine, Simon always evaluates 4 key things: tracking and attribution, data analytics, creative output, and lifecycle marketing as key pillars of an effective growth engine. “Day trading,” or short-term optimizations in channel spend, can help maintain an efficient acquisition strategy, while building foundational team roles in MarTech, data analytics, creative, and lifecycle marketing ensure sustainable growth. Leverage platforms like TikTok and DSPs to create ads and videos specifically optimized for their formats, boosting performance without hefty creative costs.   ⏰ Timestamps 00:00:00 Introduction to Simon Vishnevskiy 00:04:10 Unique challenges in fintech 00:06:56 Creating a collaborative playbook with product and legal teams 00:13:02 Targeting underserved audiences in fintech 00:16:42 How marketing strategies and channels evolve as fintech brands mature 00:24:00 A/B Test Segment 00:32:54 Managing CAC while scaling acquisition efforts 00:38:12 Key roles to prioritize when building a user acquisition team 00:41:21 Simon's favorite "growth non-hack"   🔗 Mentioned in this episode: Credit Genie: www.creditgenie.com Dave: www.dave.com Chime: www.chime.com MoneyLion: www.moneylion.com Coinbase: www.coinbase.com Robinhood: www.robinhood.com   🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    44분

  3. 10월 1일

    Building a High Performing Marketing Team | Tyler Elliston (Right Side Up, Eventbrite)

    "Curiosity paired with tenacity is a killer combination." Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams.  From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies. 🗝️Key Takeaways: The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels. Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones.  The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume. External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires. Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales. Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued. ⏰ Timestamps 00:00 Introduction to Tyler Elliston, Founder of Right Side Up 01:44 Building a marketing team from scratch 04:52 Intangibles of great talent: passion, curiosity, tenacity 11:32 Balancing autonomy and accountability 18:07 When to use consultants, agencies, or in-house talent 24:04 Challenges in cross-functional collaboration 31:16 Lessons from high-growth startups vs. enterprises 35:39 Why Tyler founded Right Side Up 44:12 Tyler’s favorite growth non-hack 🔗 Mentioned in this episode: Right Side Up: www.rightsideup.com Eventbrite: www.eventbrite.com Equifax: www.equifax.com

    46분

  4. 9월 17일

    Brand Marketing Beyond a Logo | Chiyong Jones (Kajabi, Personal AI, GoodRx)

    In this episode of Growth Talks, Chiyong Jones, the VP of Brand Marketing at Kajabi, discusses his approach to building and evolving brand identities for startups and established companies alike.  To build a brand identity that lasts, it’s incredibly important to understand the customer, create a cohesive brand system that remains flexible, and balance creativity with constraints like budget and team size. Chiyong also explores the role of brand in long-term business success, the value of authenticity in influencer partnerships, and the importance of consistency in brand messaging.   🗝️Key Takeaways: When building a brand, it’s incredibly important to have a deep understanding of the customer, their needs, and how the brand is currently resonating with them. This insight informs all subsequent brand decisions and helps ensure that messaging is on target and effective. While consistency in brand messaging and visuals is key to building brand equity, you need to maintain flexibility across different platforms and touchpoints.  Constraints like budget, team size, or time, can actually lead to more creative solutions by forcing teams to focus on what’s truly important and feasible. Brand and growth marketing are complementary strategies, with brand building long-term trust and awareness, while growth marketing drives immediate conversions. The most effective partnerships are ones where creators genuinely align with the brand. Authenticity in these partnerships leads to more meaningful connections with audiences, which is more valuable than just reaching a large number of people. Humor is an underutilized tool in brand communication. When used effectively, it can disarm audiences, make the brand more memorable, and foster a positive emotional connection.   ⏰ Timestamps 00:00 Introduction to Chiyong Jones 01:56 Key Steps in Brand Development 03:14 Establishing Brand Identity 06:46 Challenges in Creative Functions 09:49 Testing and Iteration in Branding 15:29 Brand Evolution and Redesign 23:33 Challenges in Measuring Brand Impact 24:15 Tracking Brand Health: Surveys and Signals 27:33 Fun Marketing Game: The AB Test 32:15 Marketing to the Creator Economy 35:45 The Value of Authentic Creator Partnerships 42:03 The Power of Humor in Marketing 43:12 Conclusion and Final Thoughts   🔗 Mentioned in this episode: Kajabi: https://www.kajabi.com Personal AI: https://www.personal.ai GoodRx: https://www.goodrx.com Honey: https://www.joinhoney.com

    44분

  5. 9월 3일

    Scaling Offline Marketing Channels | Ty Conner (Rocket Money)

    In this episode of Growth Talks, Krystina Rubino interviews Ty Conner, the Senior Director of Growth Marketing Offline at Rocket Money. Ty shares his journey from being a geologist in remote Alaska to becoming a key player in Rocket Money's marketing team. He discusses the foundational decisions and strategies that have propelled Rocket Money to the top of the app store charts, including their rebrand from Truebill.   Ty discusses the importance of data-driven decision-making, explaining how Rocket Money leverages data and utilizes robust measurement techniques such as geo holdout tests and media mix models to scale offline channels like linear TV and out-of-home. Ty offers insights into the balance between digital and offline marketing and the future impact of privacy changes on measurement and strategy.   🗝️Key Takeaways: Utilizing multiple measurement methods, such as surveys and media mix models, can help triangulate data and provide a clearer picture of channel performance. These methods are also crucial in navigating upcoming privacy changes. For out-of-home advertising, prioritizing high dwell time, such as subway ads, can lead to better engagement and more efficient spend due to longer exposure times. A successful marketing team should consist of individuals who are highly curious, data literate, and competitive, ensuring they continually strive for better performance. Brands should focus on optimizing and scaling their core channels before exploring new ones, as there is often untapped potential in existing channels.   ⏰ Timestamps 00:00 Introduction to foundational decisions for scaling 00:34 Importance of data-driven decisions and high data literacy 02:34 Navigating offline channels and measurement challenges 05:00 Ty's career transition from geologist to marketer 08:00 Launching and prioritizing offline channels 10:16 Embracing successful tests, even with 0% ROAS 12:00 Handling digital vs. offline channel diversification 15:00 Overcoming streaming TV measurement challenges 20:00 Cracking out-of-home for growth marketing 22:00 Balancing high traffic and targeted areas in out-of-home advertising 25:00 Using geo holdout tests and media mix models for measurement 30:00 Privacy-resilient measurement methods 32:00 The future impact of privacy changes on offline marketing 35:00 Balancing offline and digital marketing strategies 37:00 Building a strong marketing team with curiosity and competitiveness 40:00 Ty's growth non-hack: improving core channels over testing new ones   🔗 Mentioned in this episode: Rocket Money: www.rocketmoney.com Haus: www.haus.io Recast: www.recast.com

    39분

  6. 8월 20일

    Balancing Growth, Profitability & Leadership in Ecommerce | Mike Lackman (Trade Coffee, PetFlow)

    ► About this Video In this episode of Growth Talks, Krystina Rubino sits down with Mike Lackman, former CEO of Trade Coffee and PetFlow and current board member, advisor, and investor at various ecommerce brands. Mike shares his journey through various C-suite roles, the importance of creating and maintaining a vision, and how to balance growth with profitability. He also provides insights into effective marketing strategies for the ever-evolving landscape of DTC and subscription models.   🗝️Key Takeaways: Moving between C-suite roles often involves filling voids within a company and leveraging one's unique skill set to address specific needs. Successful leadership involves setting a clear, long-term vision, and ensuring regular, clear communication to keep everyone aligned and connected to the company's goals. Effective CEOs must balance making informed decisions with the need to act quickly, often without having all the desired data. Growth should always contribute to making the company better. Marginal gains in customer acquisition and retention are essential for sustainable profitability. Leverage a framework like RED—Relevance, Ease, and Distinctiveness—to build a foundation for a strong product and achieve marketing success. Subscriptions can be effective when they align with consistent value creation for customers. Misalignment can lead to high churn rates and ultimately, failure.   ⏰ Timestamps 00:00 Introduce Mike Lackman and his career journey 06:18 The importance of setting and maintaining a vision 22:30 Balancing growth and profitability 32:26 Subscription models and DTC trends 48:13 Evolving marketing strategies in a competitive landscape 51:30 Final thoughts and conclusion   #GrowthMarketing #MarketingStrategies #MarketingAnalytics #DTC #CEO #CMO #Executive #Ecommerce #Profitability   🔗 Mentioned in this episode: PetFlow: https://www.petflow.com/ Phillips Pet Food & Supplies: https://www.phillipspet.com/  Trade Coffee: https://www.drinktrade.com/  Health-E Commerce: https://www.health-ecommerce.com/ Thriftly: https://www.inpersondonations.com/ Wayfair: https://www.wayfair.com/  Chewy: https://www.chewy.com/  ServiceNow: https://www.servicenow.com/    🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt  ‣ Subscribe to our channel: https://bit.ly/3HWiJYD  ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/  ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/  ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/  ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    51분

  7. 8월 6일

    Marrying Data & Storytelling in Growth Marketing | Patrick Moran (Robinhood, Netflix, Spotify)

    In this episode of Growth Talks, host Krystina Rubino interviews Patrick Moran, Head of Growth Marketing at Robinhood. Patrick dives into the distinctions between brand marketing and brand advertising, highlighting the crucial integration of data and storytelling for establishing successful growth strategies. He shares practical insights on optimizing channel performance, identifying diminishing returns, and diversifying spend—and explores when and how you should use sophisticated measurement frameworks like media mix modeling (MMM).    🗝️Key Takeaways: Brand marketing involves a holistic approach to shaping the brand's presence and identity. Brand advertising is a tactical application of paid media to communicate the brand to targeted audiences. Successful growth strategies must integrate quantitative analysis and compelling brand narratives. Using spend curves and adjusting for seasonality in channel performance can help identify when channels hit diminishing returns. Employing sophisticated measurement frameworks like media mix modeling (MMM) and match market testing is key in accurately assessing the impact of marketing efforts. You can’t just follow a playbook. Instead, apply frameworks to dIfferent companies and stages to develop customized growth strategies.  Onboarding and activation serve a critical role in improving LTV and reducing churn.   ⏰ Timestamps 00:00 - Introduction: Krystina Rubino introduces Patrick Moran 01:30 - Defining growth marketing vs brand marketing vs brand advertising 06:14 - Role of brand advertising in creating demand 13:04 - Measurement approaches for multimedia campaigns 18:10 - How to know when you need to diversify your channels 23:00 - A/B Test: short form vs long form, coffee vs tea, board games vs video games 27:00 - When companies should invest in brand building 36:41 - Why Patrick focuses on consumer vs B2B 39:46 - Patrick’s growth non-hack and conclusion   #GrowthMarketing #BrandStrategy #Storytelling #DataDrivenMarketing #PerformanceMarketing #DemandGeneration #MeasurementFrameworks  #MarketingInsights.   🔗 Mentioned in this episode Robinhood: www.robinhood.com Netflix: www.netflix.com Spotify: www.spotify.com Yik Yak: www.yikyak.com Reforge: www.reforge.com Spring Health: www.springhealth.com Duolingo: www.duolingo.com Ipsy: www.ipsy.com Notion: www.notion.co HubSpot: www.hubspot.com Wayfair: www.wayfair.com   👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc   🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped 1,000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    44분

  8. 7월 23일

    The Future of Marketing: Gen AI, Data, & Diversification | Mark Fiske (HIG, Credit Karma, Ancestry)

    In this episode of Growth Talks, Krystina Rubino chats with Mark Fiske, Operating Partner for marketing and digital transformation at H.I.G. Capital. They dive into key aspects of growth marketing, the impact of generative AI, and strategies for effective digital transformation. 🗝️ Key Takeaways: In the short term, generative AI enhances tactical operations by creating more marketing content variations and increasing testing velocity; long term, it will revolutionize personalized marketing by tailoring messages uniquely to each user. Post-2021, marketers face significant attribution challenges, necessitating robust models and incrementality testing to accurately measure marketing impact. Managing stakeholder expectations and aligning on goals are crucial for successful marketing campaigns. Companies need to agree on criteria for good or bad results before launching a new channel. As an operating partner, building trust by elevating executives, providing quick wins, and being a helpful resource, while understanding investor priorities and framing strategies effectively, leads to more productive outcomes. Effective marketing and growth strategies involve continuous testing, learning, and adaptation.  Value prop and “painted door” testing can help validate ideas before committing significant resources.  Curiosity and asking "why" can lead to deeper insights and better decision-making in marketing strategies. ⏰ Timestamps 00:00 Introduction to Mark Fiske, Operating Partner at H.I.G. Capital 00:34 Discussion on common challenges companies face and the importance of channel diversification 02:34 Mark's career transition from marketing executive to operating partner 05:00 Building comprehensive marketing strategies and organizations 08:00 Balancing data-driven decisions with creative branding 10:16 Challenges in attribution and measurement 12:00 Importance of channel diversification and finding new growth pockets 15:00 Practical examples and strategies for leveraging TikTok and other new channels 20:00 Managing stakeholder expectations and aligning on goals for effective marketing campaigns 22:00 The importance of trust and credibility in partnerships 25:00 Differences between being a marketing executive and an operating partner 30:00 Practical applications of generative AI in marketing 35:00 Future of marketing and continuous learning and adaptation 🔗 Mentioned in this episode Google Analytics: https://analytics.google.com TikTok: https://www.tiktok.com Google's Privacy Sandbox: https://developers.google.com/privacy-sandbox/overview PMax (Performance Max): https://ads.google.com/intl/en_us/home/campaigns/performance-max/ ADA.cx Topai.tools ChatGPT 🤝 Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on LinkedIn: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    38분
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Sit down with growth leaders and marketing executives from leading brands and companies across industries and stages. From exploring the evolution of growth marketing to walking the tightrope between brand and performance marketing to the epic saga of launching an ecommerce brand—we’ll dig into it all! Our guests will share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team. Growth Talks is brought to you by Right Side Up and hosted by Krystina Rubino, general manager of offline services.

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