Growth Talks: Growth Marketing Strategies & Insights

"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

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

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

► 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 

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

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

In this episode of Growth Talks, Krystina Rubino chats with Chelsea Cramer, Marketing Analytics Lead at Credit Karma. They dive into the world of marketing analytics, discussing the evolution of marketing tools, the impact of data privacy changes on attribution, and strategies for effective marketing measurement in a privacy-first world. 
 
⏰ Timestamps
00:00 Introduction to Chelsea Cramer, marketing analytics lead at Credit Karma
01:28 Evolution of marketing analytics landscape with new tools, increased focus on data privacy and complex attribution models
03:57 How to tackle Google's privacy sandbox and the deprecation of third-party cookies
05:34 Effectively measuring data leveraging multiple methodologies
09:55 Importance of message and incrementality testing
20:31 Practical applications of AI in marketing analytics
25:02 Utilizing advanced analytics techniques like media mix modeling and multivariate testing
39:07 Closing thoughts on the future of marketing analytics, emphasizing continuous learning and adaptation to new technologies and methodologies.
 
🗝️Key Takeaways:
Marketers need to adjust their strategies to handle the increasing limitations on user data tracking and the shift towards more privacy-focused marketing practices.
Focusing on the lifetime value of a customer rather than just the acquisition cost can lead to more sustainable marketing strategies.
Employing a mix of measurement methodologies like incrementality testing and media mix modeling can help marketers gain a more accurate picture of their campaigns' effectiveness.
Marketers should prepare for ongoing changes in the digital landscape, such as the deprecation of third-party cookies, by exploring and adopting new tools and techniques.
AI can significantly enhance marketing analytics by automating data analysis and providing deeper insights, which can lead to better decision-making.
 
🤝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

In this episode of Growth Talks, Krystina Rubino chats with Laura Brooks, the co-founder of The Foundation Collective and previously led marketing at CPG brands Solid Gold Pet and Boom Chicka Pop. Laura shares her expertise in balancing the growing world of ecommerce with traditional brick-and-mortar stores and dives deep into the importance of having a strong product, the complexities of shelf placement, and the advantages and disadvantages of different sales channels. Laura also discusses the significance of building a solid marketing foundation for sustainable growth.
 
⏰ Timestamps
00:00:00 Introduction to Laura Brooks, Fractional CMO, Advisor and Co-Founder of The Foundation Collective 
00:01:51 Balancing ecommerce and traditional brick-and-mortar stores 
00:03:09 Understanding the importance of the shopper journey 
00:08:00 The role of shelf placement and packaging in brick-and-mortar stores
00:12:38 Advantages and disadvantages of brick-and-mortar stores
00:21:34 Advantages and disadvantages of e-commerce
00:23:50 The strategy of starting online before moving to retail
00:27:00 A/B Test with Laura
00:30:16 How to measure the effectiveness of digital marketing for brick-and-mortar and e-commerce
00:37:52 Challenges faced by early-stage CPG companies and advice for navigating them
00:42:47 Laura’s favorite growth non-hack
00:43:08 Conclusion and closing remarks
 
🗝️Key Takeaways:
Integration of ecommerce and brick-and-mortar requires a strong understanding of the shopper journey.
Shelf placement and packaging are crucial in retail settings.
Both sales channels (ecommerce and brick-and-mortar) have unique advantages and disadvantages that need to be balanced.
Starting with ecommerce allows for testing and building a case study before expanding to retail.
Measurement should be holistic, looking at blended CAC and directionally using KPIs.
Focus and a strong marketing foundation are essential for sustainable growth in early-stage companies.
#GrowthMarketing #MarketingStrategies #CPG #RetailStrategy #EcommerceMarketingStrategy #Ecommerce #BrickandMortar #EarlyStageCompanies #Marketing
 
🔗 Mentioned in this episode
The Foundation Collective: https://www.foundationco.agency/
Solid Gold Pet: https://solidgoldpet.com/
Angie's Boom Chicka Pop: https://www.boomchickapop.com/