Growth Talks: Growth Marketing Strategies & Insights

"The B2B market is constantly shifting. Your ability to innovate and pivot quickly defines your competitive edge.”
In this episode of Growth Talks, we're joined by Cate Lochead, the former CMO o Snorkel AI whose career in B2B marketing leadership spans more than 25 years. She has held high-impact executive roles at companies like JumpCloud, DataStax, and Couchbase.
Cate shares her proven strategies for scaling global marketing teams, securing venture funding, and leading a company through a successful IPO. She explains why operational rigor, financial alignment, and a deep understanding of technical buyers are critical to sustainable growth.
Building on these foundational principles, Cate also offers a clear-eyed look at how the role of the marketer is evolving with AI, along with actionable insights on how to leverage new technologies to drive business success.
🗝️ Key Takeaways:
Culture is your edge. Teams that communicate clearly and operate with purpose will outperform, every time.
Adaptability is a must. In B2B marketing, what works today might not work tomorrow. Stay flexible and responsive to changing landscapes.
Know your audience—deeply. Technical buyers value substance. Speak their language and deliver insights they can use.
Brand trust compounds. A great campaign can spark short-term wins, but lasting impact comes from consistency and credibility over time.
Growth should be sustainable. Blitz-scaling can backfire. Long-term wins come from pacing growth with operational discipline.
Say “I don’t know” more often. Curiosity and humility make room for real alignment, better decisions, and stronger leadership.
⏰ Timestamps
03:44 Balancing Innovation and Business Operations
06:32 The Importance of Alignment with Finance
09:25 Empathy in Leadership and Communication
12:10 Messaging Strategies for Technical Audiences
17:41 Successful Campaigns and Learning from Failures
29:12 Navigating Growth and Sustainability in Tech
33:45 Marketing’s Evolving Role in the Age of AI
39:54 The Enduring Value of In-Person Events
49:50 Navigating Fundraising and Marketing Roles
🔗 Mentioned in this episode:
Snorkel AI: https://snorkel.ai/
JumpCloud: https://jumpcloud.com/
DataStax: https://www.datastax.com/
Couchbase: https://www.couchbase.com/
Carbon Black: https://www.broadcom.com/
Oracle: https://www.oracle.com/
 
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"You can’t talk your way into success, your product has to be wonderful, and customers have to love it."
In the Season 2 premiere of Growth Talks, Jaleh Bisharat, fractional CMO at Skillshare, joins Right Side Up Founder and host Tyler Elliston, to share her CMO playbook built on two decades of leadership across companies like Eventbrite and OpenTable. She breaks down how CMOs can make an impact in their first 90 days and why strategic focus is one of marketing’s most powerful levers.
Jaleh also shares how to build high-performing teams and translate customer insights into strategy—drawing on early career lessons from Amazon, where she saw how a customer first mindset fuels lasting growth.
🗝️ Key Takeaways:
Great CMOs think like CEOs. They look beyond brand performance, empower teams, and make bold decisions that drive sustained growth.
Culture is shaped by example. A marketing leader’s energy, focus, and integrity influence every interaction—and define how teams operate at every level.
The first 90 days are for listening. Great CMOs lead with curiosity, taking time to understand the team, set priorities, and build trust before making decisions.
Focus is a strategic advantage. Marketing teams often drown in ideas. The best CMOs zero in on the 20% that drives 80% of results and align teams around what matters most.
Customer insights are your growth engine. Metrics are important, but direct conversations lead to sharper decisions and stronger product-market fit.
⏰ Timestamps
00:00 Resilience in Action: Jaleh’s Journey to CMO Leadership
02:52 Navigating the First 90 Days as a CMO
06:05 Understanding Team Dynamics and Customer Insights
09:01 The Importance of Focus in Marketing Strategy
11:51 The Role of Product in Marketing Success
14:54 The Case for Fractional vs. Full-Time CMOs
28:16 Transitioning Roles: From Interim to Full-Time CMO
30:22 The Distinction Between Fractional and Full-Time CMOs
34:30 Core Principles of Effective Leadership
44:39 Customer-Centricity: Lessons from Amazon
46:04 Advising Companies: What Matters Most
47:41 The Value of Direct Customer Conversations
🔗 Mentioned in this episode:
Skillshare: https://www.skillshare.com
Novi https://www.noviconnect.com/
Eventbrite: https://www.eventbrite.com/
Upwork: https://www.upwork.com
OpenTable: https://www.opentable.com/
Amazon: https://www.amazon.com/
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"It’s not just about selling a product. It’s about creating a feeling people remember—and humor makes it unforgettable.”
In this special episode of Growth Talks with Krystina Rubino, we highlight our favorite growth non-hacks: the timeless strategies that drive real results, not just quick wins. It’s packed with smart insights, fresh perspectives, and valuable lessons for building lasting success.
Hear from marketing leaders like Chiyong Jones (VP of Brand Marketing, Kajabi), Deanna Dong (Former Head of Product Marketing, Writer AI), Ian Yung (Former SVP of Revenue, Tonal), Laura Brooks (Co-founder, Foundation Collective), and Shane Pittson (Co-founder, So-and-So Venture Studio) as they break down what it takes to drive real growth in today’s environment.
🗝️ Key Takeaways:
Chiyong Jones shares why humor, when used authentically, remains one of the most powerful ways to build emotional connections and make brands memorable.
Deanna Dong explains how A/B testing messaging ideas brings more credibility and discipline to product marketing.
Ian Yung encourages growth leaders to dig deeper, seek real insights, and prioritize real experimentation over simply copying tactics and chasing surface-level hacks.
Laura Brooks reveals why building a strong marketing foundation beats chasing trends. She explains how getting product and customer experience right sets you up for real growth.
Shane Pittson explains why balancing brand and direct response beats chasing short-term wins, and how smart media bets and emotional connections create customer loyalty.
⏰ Timestamps
00:00: Introduction with Krystina Rubino
00:32: Chiyong Jones: Humor as a Marketing Growth Tool
01:46:  Deanna Dong: Messaging in Product Marketing
02:50: Ian Yung: Seek Truth, Not Shortcuts
04:14:  Laura Brooks: Building a Strong Marketing Foundation
05:55: Shane Pittson: Balancing Brand and Performance
08:03: Closing Thoughts 
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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
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"You can’t discount your way into building customer loyalty—you earn it through value and trust."
In this episode of Growth Talks, Aaron Magness, SVP of Marketing at Full Glass Wine Co., joins host Krystina Rubino to share his journey from brand builder to ecommerce leader. He breaks down how to adapt your leadership style, leverage data to drive growth, and create personalized shopping experiences that turn first-time buyers into loyal customers. 
Aaron also explores the nuances of consumer behavior, the power of trust in brand-building, and the strategies fueling success across multiple wine brands in a competitive online marketplace—drawing from over 20 years of experience building iconic consumer brands like Thistle, Betabrand, Brandless, and Zappos.
🗝️ Key Takeaways:
Adapt your leadership style: Coach your team to lead from their strengths—not your checklist. Give them the trust and autonomy to own outcomes and scale what can’t be done alone.
Empower top talent: Look for people who are great at one thing—not okay at everything. When you plant specialists in the right role, they don’t just grow—they flourish.
Leverage data strategically: Don’t just collect data—connect the dots. From segmentation to storytelling, let your insights drive smarter decisions that build trust and loyalty at scale.
Build trust through personalization: Know who your customer is—and why they chose you. Use that insight to deliver value that feels tailored, timely, and true to your brand promise.
Experiment boldly: Create space for fresh ideas. Set clear expectations, document outcomes, and revisit tests with conviction. The best insights often come from what didn’t work the first time.
⏰ Timestamps
01:16 - Leadership evolution in the marketing industry
06:44 - Understanding consumer preferences
12:07 - Shipping wine vs. other D2C categories
16:39 - The A/B Test: A or B questions
27:09 - Balancing brand storytelling with performance marketing
32:54 - Experience of working across many brands
36:39 - Brand management philosophy
39:09 - Fostering innovation in marketing teams
41:35 - How to use data to drive repeat purchase
44:52 - Providing value over discounts
🔗Mentioned in this episode:
Full Glass Wine Co: https://www.fullglass.wine/
Thistle: https://www.thistle.co/
Betabrand: https://www.betabrand.com/
Brandless: https://brandless.com/
Zappos: https://www.zappos.com/
Williams Sonoma: https://www.williams-sonoma.co
 
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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
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"There’s no magic bullet in marketing—just daily experimentation, measurement, and iteration."
In this episode of Growth Talks, Michael Kaminsky, Co-founder of Recast, joins host Krystina Rubino to explore how marketers can rethink the way they measure success. Drawing from his early days at Harry’s, Michael shares how managing a lean media budget sparked his deep dive into media mix modeling and experimentation.
He offers insights on how marketers can adopt a product mindset—treating measurement as an iterative process, not a final answer. Learn how ongoing optimization, directional data, and adaptive systems can help brands stretch their budgets, make smarter decisions, and scale effectively across channels.
🗝️ Key Takeaways:
Embrace uncertainty. No model is perfect—but that’s not the goal. Structured experimentation brings clarity, reveals customer insights, and drives better decisions over time.
Last-click attribution is limiting. It favors bottom-of-funnel tactics and short-term wins, while overlooking the long-term impact of brand-building and upper-funnel influence.
Media mix modeling is evolving. Smart marketers are moving beyond slow, outdated models—adopting faster, real-time approaches that align more with consumer behavior.
Stop overcomplicating measurement. You don’t need perfect data to move forward. Simple directional signals are often enough to guide strategic, timely decisions.
Think like a product team. Continuous optimization and experimentation should be built into every marketing plan to stay agile and drive consistent growth.
⏰ Timestamps
00:10 - Intro to Michael Kaminsky
03:26 - From Harry’s to Recast: Why measurement needed a reset
07:21 - The blind spots of last-click attribution
14:34 - Why traditional media mix models fail modern marketers
18:38 - How brands can balance digital and offline measurement
23:37 - The importance of causal inference in marketing analytics
35:24 - The dangers of over-relying on data without strategic intuition
45:27 - Common mistakes brands make in cross-channel measurement
50:46 - The future of marketing measurement and why agility matters
55:46 - How to build a marketing strategy that adapts and scales
 
🔗Mentioned in this episode:
Recast: https://getrecast.com/
Harry’s: https://www.harrys.com/
Away: https://www.awaytravel.com/
Mockingbird: https://hellomockingbird.com/
Rocket Money: https://www.rocketmoney.com/
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"Authenticity isn’t just a buzzword—it’s what makes customers believe in your brand."
In this episode of Growth Talks by Right Side Up, Shruti Khatod, VP of Growth Marketing at Nutrafol, joins host Krystina Rubino to discuss the power of authentic storytelling in brand growth. Shruti shares how leveraging real customer stories and choosing the right influencer partnerships have helped Nutrafol build a brand that customers trust and love.
She breaks down how to align brand KPIs with performance marketing, measure the true impact of retail strategies, and drive long-term revenue success.
🗝️ Key Takeaways:
Brand fuels growth. Every channel—TV, social, influencers should reinforce your brand story, not just drive conversions.
TV ads take time, but they work. Nutrafol refined their TV strategy over multiple iterations—test, tweak, and secure leadership buy-in for long-term impact.
Authenticity isn’t a trend—it’s a trust builder. Real customers, not actors, make the difference. Genuine voices create loyal brand advocates.
Diversify your marketing mix. Winning brands blend TV, digital, influencers, and organic marketing to stay agile, scale faster, and meet customers where they are.
Go beyond last-click attribution. Successful brands take a full-funnel approach, blending brand KPIs, search trends, and retargeting to track real growth drivers.
⏰ Timestamps
00:10 - Intro to Shruti Khatod
03:26 - How brand and growth work together
07:21 - Connecting brand KPIs to growth marketing 
14:34 - Lessons from growing Nutrafol’s TV presence
18:38 - How Meta and TikTok are reshaping performance marketing
23:37 - Why problem-solution messaging resonates
30:55 - Overcoming the limitations of last-click attribution
35:24 - Consumer behavior & growth strategy adjustments 
45:27 - Leveraging influencers for long-term brand impact
50:46 - How Nutrafol navigated the TikTok ban scare
 
🔗 Mentioned in this episode:
Nutrafol: https://nutrafol.com/
ThredUp: https://www.thredup.com/
Macy’s: https://www.macys.com/
 
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“Sustainable growth isn’t just about hitting numbers—it’s about aligning efficiency with your business strategy and revenue model.”
In this episode of Growth Talks by Right Side Up, Ian Yung, former SVP of Revenue at Tonal, joins host Krystina Rubino to share the real levers of sustainable growth. From navigating long purchase cycles to aligning teams for efficiency, Ian breaks down what actually works when scaling a business—without burning through resources.
With over 15 years of experience leading growth at Tonal, Parachute, and Touch of Modern, Ian shares real strategies that drive revenue. He offers his perspective on what fuels lasting success, how to choose the right measurement model for your company, the importance of meeting your customer where they are, and how to adapt to a shifting market without losing momentum.
🗝️ Key Takeaways:
📌 Why Smart Founders Play the Long GameSustainable growth isn’t about chasing short-term wins. Smart companies focus on strategy, efficiency, and fundamentals to build businesses that last.
📌 How to Build a Predictable Revenue EngineScaling isn’t just about growth—it’s about creating stability. Aligning marketing, operations, and finance helps teams make smarter, more strategic decisions.
📌 Behavioral Triggers Drive High-Intent SalesCustomers don’t always buy when you expect. Targeting key life events—like home purchases or relocations—ensures you reach them when they’re ready.
📌 Why ‘Growth at All Costs’ No Longer WorksThe market has shifted. Profitability, efficiency, and financial discipline aren’t just trends—they’re what separate long-lasting businesses from the rest.
⏰ Timestamps
00:00 Introduction to Ian Yung’s career
02:10 Balancing growth and financial discipline
07:16 Tonal’s game-changing growth strategy
12:06 Creating a predictable revenue engine
19:38 Marketing for long purchase cycles
31:38 Brand vs. performance marketing
40:17 Key factors behind business success
44:10 Why testing drives real results
🔗 Mentioned in this episode:
Tonal: https://www.tonal.com/
Parachute: https://www.parachutehome.com/
Touch of Modern: https://www.touchofmodern.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
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“Marketing is the glue that connects teams, strategy, and execution—when done right, it drives the entire business forward.”
In this episode of Growth Talks by Right Side Up, Branca Ballot sits down with host Krystina Rubino to break down how she went from mechanical engineer to marketing executive, building and scaling growth teams along the way. Branca shares her approach to structured experimentation, hiring for versatility, and the importance of choosing fewer—but smarter—strategies to maximize impact.
She also reveals why team dynamics are critical to success, how to foster cross-functional alignment, and how AI is shaping the future of marketing.
🗝️ Key Takeaways:
Focusing on fewer, high-impact initiatives is the key to long-term success rather than spreading resources too thin.
A well-structured, versatile marketing team can significantly improve efficiency and execution.
Leveraging community engagement and content marketing can be more powerful than relying solely on paid media.
AI is a powerful enhancement tool, allowing marketers to optimize workflows and improve personalization while maintaining a human touch.
Building a great website lays the foundation for marketing success and supports all other growth efforts.
⏰ Timestamps
00:00 Introduction to Branca Ballot’s career
02:10 From engineering to marketing leadership
06:35 Why focus beats fragmentation in marketing
11:20 The role of community and content in growth
16:50 Paid vs. organic: When to invest in which
21:40 AI’s impact on marketing and business operations
26:15 Building and scaling a lean but powerful team
30:30 Branca’s favorite growth non-hack: A great website
 
🔗 Mentioned in this episode:
Glide: https://www.glideapps.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
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