Lenny's Podcast: Product | Growth | Career

Mastering paid growth | Jonathan Becker (Thrive Digital)

May 7, 2023

In this engaging discussion, Jonathan Becker, the founder of Thrive Digital, shares his expertise in DTC and performance marketing. He reveals the signs that indicate a company is ripe for paid growth and strategies to optimize advertising creatives effectively. The conversation dives into the merits of various marketing channels like TikTok, the complexities of attribution in a rapidly changing landscape, and shares the fascinating story of how he secured Uber as a client, showcasing the need for innovation in marketing.

01:34:55

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Episode guests

Jonathan Becker

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Episode notes

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Quick takeaways

Paid growth requires diversifying marketing channels and understanding their nuances.

Creatives play a crucial role in driving the performance of paid advertising campaigns.

Emerging opportunities in performance marketing exist on platforms like TikTok and Amazon.

Recommended books include Storyworthy, Shoe Dog, and American Kingpin.

Embracing change and adaptability is crucial in the dynamic field of performance marketing.

Deep dives

The power of AI in improving efficiency and human capital

AI is being used to optimize work processes and minimize manual tasks, resulting in displacement of certain roles. However, it has led to a shift in the nature of work, with a focus on more strategic and creative tasks rather than implementation and analysis. AI can generate rough drafts and creative mockups at a fraction of the time, empowering teams to iterate and improve. The key is to understand how to leverage AI effectively and ask the right questions to drive innovation and growth.

The Power of User-Generated Content

00:33

Success in Performance Marketing: Trends and Efficient Business Models

01:34

Performance Marketing and Paid Acquisition in Startups

04:15

Embrace the Power of Storytelling

01:58

Intro

5min

Exploring the Evolution of Performance Marketing

3min

Seizing Opportunities in Performance Marketing

20min

Navigating the New Landscape of Performance Marketing

3min

Balancing SEO and Paid Growth Strategies

20min

Navigating B2B SaaS Growth: Lead Generation and Attribution Strategies

7min

Navigating the Complexities of Marketing Attribution

6min

The Complexity of Attribution in Performance Marketing

2min

AI's Transformative Role in Marketing

19min

10.

Bravery and Bold Storytelling in Marketing

12min

Brought to you by Braintrust—For when you needed talent, yesterday | AssemblyAI—Production-ready AI models to transcribe and understand speech | Miro—A collaborative visual platform where your best work comes to life

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Jonathan Becker is the founder and president of Thrive Digital, where he and his team have deployed more than $3.5 billion in paid acquisition budgets for companies like Uber, Asana, Square, Tempur-Pedic, and MasterClass. He spent the first part of his career mastering SEO and is a world expert in DTC, lead generation, demand generation, and user acquisition. In today’s episode, we discuss:

• Signs that your company is a good fit for paid growth

• Strategies for optimizing ad creatives

• The merits of different marketing channels: paid vs. organic search, TikTok and short-form

• Insights on attribution and how to approach it effectively

• How market conditions and AI impact paid growth

• The crazy story of how Jonathan won Uber as a client

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Find the full transcript at: https://www.lennysnewsletter.com/p/mastering-paid-growth-jonathan-becker

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Where to find Jonathan Becker:

• Twitter: https://twitter.com/jzbecker

• LinkedIn: https://www.linkedin.com/in/jonathanbecker123/