Growth Talks: Growth Marketing Strategies & Insights

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/

In this episode, your host Krystina Rubino chats with Ben Starmer, CEO and co-founder of Dad Grass, a Hemp and CBD brand. Ben shares his journey from being the Global Marketing Director at Levi Strauss to founding a bootstrapped e-commerce business in the challenging cannabis industry. 
Discover what inspired Ben to start Dad Grass, how he navigated the transition from corporate marketing to entrepreneurship, and the innovative strategies that have driven Dad Grass’s growth despite the challenges of marketing in the cannabis space.
 
⏰ Timestamps:
00:00:00 Introduction to Ben Starmer and Dad Grass
00:04:10 Transitioning from Corporate to Startup: Ben’s journey from Levi Strauss to Dad Grass
00:07:00 The Genesis of Dad Grass: Ben’s personal experiences with cannabis
00:10:00 Building a Brand: The importance of branding in differentiating Dad Grass
00:14:00 Growth Strategies and Challenges: Overcoming the inability to use traditional advertising platforms like Meta
00:19:00 Bootstrapping the Business: The decision to bootstrap rather than seek venture capital
00:24:00 Lessons Learned and Future Plans: The importance of balancing intuition with data-driven decisions
00:31:00 A/B Test: Personal Insights and Reflections
00:37:00 Creating a memorable customer experience
00:46:00 Outro
 
#GrowthMarketing #MarketingStrategies #Bootstrapping #Startup #Cannabis #EarlyStageCompanies #Marketing 
 
🔗 Mentioned in this episode
Dad Grass: www.dadgrass.com
Levi’s: www.levis.com
George Harrison: www.georgeharrison.com
Margo Price: www.margoprice.net/
Truffleman: www.truffleman.com
GQ: https://www.gq.com
Vice: https://www.vice.com
 
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ 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

Ever wondered when you should hire your first product marketer? 🤔 In this episode, Krystina Rubino sits down with Deanna Dong, Head of Product Marketing at Writer, a generative AI company. Formerly the VP of Marketing at Wealthfront, Deanna’s experience in early to late stage companies across AI, SaaS, healthcare, FinTech, and crypto gives her a unique perspective on the role of product marketing at any company.
Deanna dives deep into why product marketing is crucial for startups and what it takes to build this function from the ground up. Get tips on how to effectively align internal stakeholders, the importance of experimenting with positioning and messaging, and when to hire your first product marketer.
 
⏰ Timestamps:
00:00 Introducing Deanna Dong, Head of Product Marketing at Writer
01:15 Explaining the foundational role of product marketing in startup success
03:00 Exploration of product marketing's evolution from early to later stage companies
04:26 The importance of target audience identification and the pitfalls of a broad target approach
05:35 How product marketing gets operationalized through collaboration and internal alignment
06:24 Discussion on tactical steps for establishing effective product positioning
07:36 Utilizing customer feedback and competitive analysis to refine product marketing strategies
09:04 The challenges of aligning various team opinions and the strategies to manage them effectively
10:42 A/B test segment comparing different marketing strategies and personal preferences
27:44 The transition from early to later stages in product marketing roles and the ideal timing to hire a product marketing manager
31:25 Leveraging AI in product marketing and the future of the role in an AI-driven landscape
35:38 Deanna shares her personal career path and the lessons learned from navigating various roles and taking sabbaticals
45:32 Closing thoughts and the importance of figuring out personal career desires and goals
 
🔗 Mentioned in this episode
Writer: www.writer.com
Wealthfront: www.wealthfront.com
UserTesting: www.usertesting.com
 
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ 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 Doug Hoggatt, VP of Marketing at Elfster, to explore the past, present, and future of growth marketing. Doug shares his extensive experience and insights from over 25 years in the industry, discussing the shift from early digital marketing strategies to today's complex landscape, the impact of cookie deprecation on the future of digital marketing, and the importance of leveraging offline channels earlier.
 
⏰ Timestamps:
00:00:00 - Introducing Doug Hoggatt, VP Marketing of Elfster
00:01:42 - Doug's Background in Growth Marketing the last 25 years
00:03:53 - Exploring Alternatives to Online Channels
00:06:00 - Limitations of Remarketing and Lookalike Modeling
00:09:00 - Rise of Influencers in Marketing
00:14:09 - Timing and Strategic Approach to Channel Diversification
00:19:58 - Startup Mistakes in Marketing Spend
00:27:32 - A/B Testing with Doug: Insights on Personal Preferences
00:36:26 - Value of Direct Mail in Modern Marketing
00:40:15 - The Myth of Growth Hacking
00:42:57 - Closing Remarks and Acknowledgments
 
🔗 Mentioned in this episode
Elfster: www.elfster.com
LiftLab: https://www.liftlab.com/
More episodes of Growth Talks: https://bit.ly/3xXGJJc
 
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ 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 Manbir Sodhia, SVP of Marketing at Whisker, the brand behind the innovative products including Litter-Robot, Feeder-Robot, and Litterbox. Manbir discusses how to build the foundation needed for sustainable DTC acquisition strategies, the importance of diversifying beyond Meta and Google, and how he leverages his secret weapon, a growth matrix, to build an experimentation mindset on his teams.
 
⏰ Timestamps:
00:00:00 Introduction and guest background
00:02:12 Manbir's transition from music to marketing
00:07:21 Building the foundation of DTC customer acquisition
00:14:15 Navigating channel expansion and market complexities
00:22:17 Adapting strategies in dynamic market conditions
00:30:28 Diversifying acquisition beyond Facebook and Google
00:45:56 The impact of authenticity and company culture on marketing
00:51:26 Manbir's perspective on growth "non-hacks"
00:53:03 Conclusion and appreciations
 
🔗 Links to check out
Learn more about Whisker: www.whisker.com
More episodes of Growth Talks: https://bit.ly/3xXGJJc
 
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ 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

Welcome to Growth Talks, Right Side Up’s new sit down series. Join us as we chat with growth leaders and marketing executives from leading brands and companies across industries and stages including Credit Karma, Coinbase, Whisker, and many more. Our guests will spill the tea, 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.
From exploring the evolution of growth marketing over the past 15 years to walking the tightrope between brand and performance marketing without missing a beat to the epic saga of launching an ecommerce storefront from scratch—we'll dig into it all.