The Futur with Chris Do

Build, Test, Scale, Repeat - With Hamlet Azarian | Episode 338

Apr 5, 2025

Hamlet Azarian, a marketing executive with over 20 years of experience in scaling startups, shares invaluable insights on growth marketing. He elaborates on a data-driven approach, emphasizing multivariate testing and understanding customer psychographics. Hamlet discusses actionable strategies like rapid idea testing and optimizing landing pages. He stresses the importance of a growth mindset and highlights tools that help enhance customer engagement. His journey also illustrates the value of education in empowering future marketers.

55:50

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Episode guests

Hamlet Azarian

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Episode notes

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Quick takeaways

Embracing imperfection in early-stage projects fosters learning and growth, enabling marketers to refine their craft through practical insights.

Proactively validating business ideas outside of personal circles is essential for startups to understand market needs and develop effective strategies.

Utilizing multivariate testing and psychographic profiling allows marketers to connect deeply with their audience, driving more effective marketing outcomes.

Deep dives

Emphasizing the Value of Progress Over Perfection

The reluctance to release imperfect work can hinder progress and learning. Rather than waiting for everything to be perfect, taking action, even with subpar materials, can lead to valuable insights. For example, releasing a video ad that receives criticism is still a step forward, as it offers lessons on how to improve. This mindset encourages individuals to evolve their skills by experimenting and refining their craft over time.

Intro

2min

Navigating the Startup Journey

19min

The Sound of Connection

10min

Mastering Marketing: Landing Pages and Startups

11min

The Dynamics of Creative Thinking and Progress in the Workplace

4min

Navigating Growth: From Consulting to Innovation

8min

Encouraging Action and Audience Engagement

2min

In this episode, I’m joined by Hamlet Azarian, a seasoned marketing executive with over 20 years of experience in scaling early-stage startups from ideation to success. Hamlet breaks down his data-driven approach to marketing, emphasizing the importance of multivariate testing, customer personas, and psychographics to deeply understand user needs.

We discuss actionable strategies, such as rapid testing of ideas through prototypes and landing pages, and leveraging tools like Hotjar and CallRail to optimize customer engagement. Hamlet also highlights the power of focusing on progress over perfection and shares insights from his journey of building an agency with a mission to educate and empower future marketers.

Whether you’re a creative professional, an entrepreneur, or simply curious about growth marketing, this episode is packed with insights to help you take your ideas to the next level.

Timestamps:

(00:00) - Introduction to Hamlet Azarian

(01:30) - Early-stage startup dynamics

(03:00) - Example: Scaling Camino Financial

(08:00) - Multivariate testing and audience targeting

(15:00) - Understanding customer personas and psychographics

(25:00) - Building marketing strategies through interviews

(32:50) - Optimizing landing pages and pre-launch campaigns

(38:20) - Growth mindset and startup culture

(50:30) - Tools and tech stack for data-driven marketing

(54:00) - Closing thoughts and action steps

Check out today's guest, Hamlet Azarian: