Growth with Matt Bilotti Drift Podcast Network

In this episode, Matt takes a trip down memory lane and shares an update on the podcast.

In this episode, we welcome back one of the world's leading growth experts, Guillaume "G" Cabane, to zoom out and look at the entire function of growth. We talk about where it came from, what drives trends, and what people can expect from growth in the next 5-10 years.

If you operate anywhere near a marketing or growth function, this episode is going to give you the perspective you need to stay ahead of the curve both for your own professional career — and the success of your marketing campaigns and growth experiments.

On growth teams, we often think of testing as our main way to learn about what users care about and are most interested in. In this episode, we talk about a major untapped angle for growth teams — design research.

When Matt was at HubSpot and and Brian Balfour joined the team as VP of Growth, he spent the entire first month as a growth team only doing research before beginning any experiments in order to understand the needs, wants, and problems of the users.

Joined by Matt's co-worker, Laura Oxenfeld (UX Research Manager at Drift), this episode is all about the different types of design research (generative, concept validation, and usability testing) and how they can be applied to the growth process. We apply the growth lens to each type of research and also cover how you can and should think about resourcing design research on your growth teams.

What is "growth" engineering, and how does it different from "classic" engineering?

If you ask Ram Navan, who leads the pricing and monetization growth teams at Airtable, "classic" engineers create value for their customers, while "growth" engineers connect customers to the value of their product.

Whew, that's a lot.

Which is why, in this episode of Growth, Ram explains to Matt all the details that make up a successful growth engineering team -- from finding the team's purpose, to hiring for growth engineers, to measurement and prioritization, and more.

Think of it as your handbook to growth engineering.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt on Twitter @MattBilotti, and @DriftPodcasts and Ram on LinkedIn.

Interested in leading a product-led growth strategy at your organization but not sure where to begin? This Growth episode explores three different motions you can use to accelerate growth for your online business.

Rajan Sheth is a growth advisor, former VP of Growth and Self-Service at JumpCloud, and former Senior Director of Growth, GTM, and Marketing at Heroku. He's taken both a bottoms-up and tops-down approach to product-led growth models and has integrated them with self-service and sales-led motions, too. Needless to say, he's seen it all.

In this Growth episode, Rajan explains the three motions that make up product-led growth models for online businesses: Self-service, product-qualified lead, and sales-assisted/sales-led. He breaks down what each motion is, how to determine which model is right for your business, the economics behind each motion, and how to structure each motion to generate demand.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Rajan on Twitter @MattBilotti, @rajan_sheth, and @DriftPodcasts.

AdRoll, a digital marketing and growth platform, has been a player in the retargeting space for 15+ years. But a few years ago, the company realized it needed to branch outside of just the retargeting category in order to build long-term relationships with its customers. This led to one big, looming question: how was AdRoll supposed to enter a new category after spending such a long time playing in one space?

The answer: content marketing.

Julie Zhou, VP of Growth at AdRoll, credits a content strategy focused on breadth, instead of depth, to AdRoll's expansion success. Through this strategy, Julie's team was able to figure out what content resonated with their customers and how to engage prospects at scale.

On this episode of Growth, Julie and colleague Shae Henrie (AdRoll's senior content manager) join Matt to talk about what the process behind a broad content strategy looked like, how they narrowed it down as they figured out what content resonated, and why product, growth, and content teams should always be in lockstep.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Julie on Twitter @MattBilotti, @jyzhou, @DriftPodcasts, and Shae on LinkedIn.