The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch 20Growth: Inside Perplexity's Growth Machine: What Worked, What Did Not Work | Why Paid Acquisition is a Drug and Brand Marketing is BS | The Good, Bad and Ugly of A/B Tests and Why Micro-Optimisations are Under-Rated with Raman Malik
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Nov 15, 2024 
Raman Malik, Head of Growth at Perplexity and a former member of Lyft's growth team, delves into the heart of growth marketing. He shares why he sees paid acquisition as a 'drug' and dismisses brand marketing as often ineffective. Raman emphasizes the importance of partnerships and data-driven strategies for user retention. He offers insights on the nuances of A/B testing and advocates for hiring former founders for their unique perspectives. Discover the underestimated growth channels that propelled Perplexity forward and the real metrics that define engaged users.
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When to Build a Growth Team
- Build independent growth functions when you see early retention signs, like 30% retention in month three or four.
- Focus on improving that retention further, rather than immediately spending on marketing channels.
Micro-Optimizations vs. Big Swings
- Micro-optimizations, like improving retention by 10%, can significantly increase your active user base.
- However, they have diminishing returns, so balance them with big swings on new features or campaigns.
The Good, Bad, and Ugly of A/B Tests
- Well-scoped A/B tests help understand metric impact and guide future work.
- Poorly scoped tests waste time, while some are conducted solely for performance reviews, not learning.