In Growth We Trust: Marketing | Growth | Startups
🔮 New Paid Social Tactics, Offline Channels and Customer Interviews | Josh Lachkovic, Founder of Ballpoint (Thriva, Pact Coffee, The Wine List, SYSTM)
May 23, 2024
Josh Lachkovic, founder of Ballpoint, dives into the challenges of creating awareness for niche markets, particularly for The Wine List. He shares innovative paid ad strategies and the resurgence of offline marketing tactics like direct mail. The discussion also highlights the importance of understanding customer motivations through interviews and effective feedback. From his experiences at Money 2020 to insights on blending AI with creativity, Josh provides a fresh perspective on growth marketing that’s both practical and engaging.
58:00
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Quick takeaways
- Josh emphasizes the challenge of engaging customers who are only briefly aware of their problems, highlighting the need for timely marketing strategies.
- Networking is vital in building a client base, as illustrated by Josh's successful transition from Wine List to founding his agency, Ballpoint.
Deep dives
Insights from Josh's Career Journey
Josh shares his extensive background in growth marketing, emphasizing how he transitioned from a career in journalism into digital marketing when he saw the potential of SEO copywriting. His time at PACT Coffee was particularly significant, where he contributed to their growth marketing strategies by implementing analytical approaches to offline marketing channels like inserts. His pivot to health tech at Thriva was pivotal, as he played a crucial role in acquiring the first 100,000 customers, mainly through paid social strategies. Eventually, Josh founded his own startup, Wine List, which aimed to educate consumers about wine but faced challenges due to inadequate market understanding and customer engagement.
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