Why Staying Curious is the Ingredient to Success with Drew Brucker from LASSO
Dec 20, 2022
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Drew Brucker, VP of Growth at LASSO, discusses the challenges of leading a small marketing team, importance of curiosity in success, and unlearning lessons. They also talk about pickled foods, transitioning from sales to marketing, and the significance of seeking help. Additionally, favorite fruits and drinks are discussed along with ASMR and morning routines.
Regular customer interaction and engagement are essential for success in marketing and building strong customer relationships.
Curiosity is a crucial trait for marketers and leaders, fostering continuous learning, deeper understanding of customer needs, and making intuitive decisions.
Measuring marketing activities should go beyond ROI, instead focusing on achieving specific objectives and demonstrating value and impact.
Deep dives
Importance of Customer Engagement
At Lasso, the company prioritizes customer engagement and places a strong emphasis on talking and listening to customers. By regularly interacting with customers, the team gains valuable insights and builds relationships that drive success.
Value of Curiosity
Curiosity is seen as a vital trait for success, both in marketing and leadership roles. Being curious allows marketers to dig deeper, understand customer needs, empathize with them, and make intuitive decisions. It also helps in avoiding a stagnant mindset and fosters a continuous desire for learning and growth.
Growth Strategies at Lasso
Lasso has leveraged inbound marketing to generate leads, tapping into the pent-up demand for workforce management software in the live events industry. They have also invested in outbound marketing to nudge interested prospects and amplify their brand. The company started a podcast as a tool for thought leadership and knowledge sharing, addressing the lack of a digital platform for industry best practices. Additionally, Lasso has focused on LinkedIn advertising and community building to reach and engage its ideal customer profiles effectively.
Navigating Challenges in a Growing Team
The podcast episode discusses the challenges of scaling a team in a startup environment. The speaker shares their experience of the company's growth in terms of team size and the importance of having the right people in the right seats. They highlight the need for effective hiring processes that consider future team evolution and align with company objectives. Additionally, they emphasize the importance of being decisive as a leader and finding a balance between coaching team members and expecting them to make necessary changes themselves.
Redefining Marketing ROI
The podcast explores the concept of measuring marketing activities solely based on ROI (Return on Investment). The speaker shares their perspective on viewing marketing beyond financial numbers and emphasizes the importance of leadership understanding the broader impact of marketing. They suggest tying marketing activities to specific objectives and measuring the achievement of those objectives instead of focusing solely on ROI. Their approach focuses on demonstrating value and impact through achieving goals rather than solely financial metrics.
In this week’s episode of Growth Marketing Camp, Jass Binning and Drew Brucker, the VP of Growth at LASSO, dig deep into the beauty and the challenges of leading a small marketing team in a scaling company. Drew shares the importance of prioritizing the priorities, why companies should stop measuring ROI for every marketing activity, and why curiosity is one of the essential ingredients to success.
We also asked him what lesson has taken him the longest to unlearn, and his answer to this question alone is reason enough for every marketer, up-and-coming or seasoned, to tune in.
We’re closing out this incredible year with a bang (& what a year it’s been). Join the party and enjoy!
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