Ahrefs Podcast

Little-known PPC & SEO tips from (ex-)Director of Growth @ Webflow | Tim Dalrymple (Roadway, Notion)

Mar 25, 2025

Tim Dalrymple, former Head of Growth Marketing at Notion and Director of Growth at Webflow, shares insights from the forefront of marketing. He discusses the crucial differences between growth and brand marketing, emphasizing measurable strategies for scaling success. Tim dives into the complexities of advertising attribution and the need for reliable tracking systems. He also highlights the importance of AI in marketing, production strategies for impactful video content, and the role of quality SEO in driving organic traffic.

01:12:21

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Episode guests

Tim Dalrymple

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Growth marketing integrates performance and organic strategies through data-driven methodologies, optimizing spend and creative aspects for measurable outcomes.

YouTube has become pivotal for performance marketing, allowing targeted ads based on user searches to drive more cost-effective and efficient conversions.

Roadway's strategy emphasizes building partnerships with agencies while balancing effective performance marketing and a self-service model for sustainable growth.

Deep dives

Changes in Attribution Models

The deprecation of First Touch attribution in GA4 reflects the shift towards models that prioritize maximizing credit for conversions within ad platforms. Each platform tends to favor attributing conversions to their ads, complicating the process of deduplication. Performance marketing teams often push brand-related conversions while claiming credit for them, despite many of these conversions happening organically. As a result, maintaining a source of truth in attribution is critical for accurately assessing the effectiveness of ad spend.

Intro

4min

Navigating Growth Marketing vs. Brand Marketing

19min

Navigating the Complexities of Advertising Attribution

3min

Mastering Brand Bidding in Performance Marketing

9min

Navigating Product and Growth Marketing

4min

Navigating Video Production in Marketing

14min

Elevating SEO Through Quality and Automation

5min

Navigating Seed Funding and Growth Marketing

6min

Navigating Customer Acquisition and Marketing Attribution Challenges

3min

10.

Timing and Strategies in Performance Marketing Investment

4min

What does it really take to drive scalable, data-informed growth in today’s competitive marketing landscape?

In this episode, we sit down with Tim Dalrymple — former Head of Growth Marketing at Notion and Director of Growth at Webflow — to unpack how elite teams are rethinking attribution, customer acquisition, and product-led growth from the ground up.

Tim shares lessons from leading marketing at two of the most iconic product-led brands and offers a clear-eyed look at how to build growth systems that actually move the needle. Whether you’re deep into performance marketing or looking to sharpen your measurement strategy, this conversation brings sharp insights into everything from SEO and user-generated content to ethical marketing and AI-driven decision-making.

Discover:

(0:00) Intro

(1:29) What is growth marketing (and how it differs from brand marketing)

(6:55) Where growth marketing sits on the org chart

(10:40) Tracking view-through conversions through YouTube

(20:20) Geolift tests: why you want them and how to do them

(23:34) Why platforms claim attribution

(26:57) Bidding on branded keywords

(31:25) Performance marketing on social media

(35:58) Who owns campaign ideation

(38:09) Creating brand videos

(47:39) SEO at Notion and Webflow