DTC Podcast Bonus: How Nate Lagos Quadrupled Original Grain with Persona-Based CRO
Nov 19, 2025
Nate Lagos, a savvy DTC growth marketer and newly appointed CMO of Adapt Naturals, shares his remarkable journey of quadrupling Original Grain's revenue. He delves into persona-driven marketing, emphasizing the importance of understanding customer motivations. Nate also discusses effective CRO strategies, revealing how a cleverly crafted 'Better Than Black Friday' offer boosted customer lifetime value by 30%. With insights on prioritizing creative quality over sheer volume, he provides valuable advice for DTC entrepreneurs looking to scale successfully.
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Offer For Today And Tomorrow
- Run offers that boost both acquisition and future retention by including a redeemable incentive.
- Nate Lagos's "Better Than Black Friday" added a $50 future gift card and lifted LTV by ~30%.
Original Grain Growth Story
- Nate Lagos described joining Original Grain and helping scale it from year seven to explosive growth.
- He credits product, marketing, creative upgrades, personas, and partnerships for quadrupling revenue.
Personas Drive Creative Targeting
- Personas and sub-personas reveal distinct motivations and purchase moments that change messaging.
- Nate Lagos used reviews and customer research to uncover nuanced buyer types and tailor campaigns.