Marcus Burke on free trials, Advantage+, AEM, web to app, funnels, and way too much more!

This is the potpourri episode: the everything everywhere all at once of growth marketing podcasts.

Growth Masterminds host John Koetsier sits down with industry expert Marcus Burke, who brings over 12 years of experience in user acquisition and growth marketing with companies like InnoGames and Blankist, and is now a UA consultant.

We dive into the effectiveness of free trials in subscription apps, targeting strategies on major platforms like Meta and LinkedIn, the unexpected power of static ads in digital campaigns, the complexities of ad performance measurement, including Apple's SKAdNetwork, and much more.

We also learn tips for optimizing your tech setup for superior campaign results, setting up retargeting strategies, making attribution models work, and creating compelling web funnels to drive engagement and conversions.

00:00 Introduction to Growth Masterminds

00:43 Meet Marcus Burke

04:49 The Impact of Free Trials on Business

10:03 Understanding Meta's Multiple Channels

15:09 The Role of Static Images in Advertising

17:19 The Rise of Web Apps

18:47 Innovative MarTech Solutions

19:33 Web vs. App Onboarding

20:11 Effective Web Funnel Strategies

24:18 Challenges in Attribution and Measurement

30:03 The Future of Attribution

37:31 Optimizing Signal for Better Performance

40:27 Conclusion and Final Thoughts