Brian Rothenberg, VP and GM at Eventbrite, shares his journey from co-founding SkillSlate to leading growth at the largest self-service event ticketing platform. He discusses the vital link between a company’s mission and its growth. Brian outlines strategies for scaling growth teams and navigating the complexities of B2C versus B2B focuses. He emphasizes the role of empathy and strategic collaboration in driving success and explores the challenges of managing horizontal marketplaces while enhancing user experience through local engagement.
A company's mission is crucial for its growth, as clarity on product success helps prevent stagnation and fosters momentum.
Eventbrite's successful growth strategy involved a mix of localized and centralized approaches, adapting to customer needs while expanding globally.
Deep dives
The Link Between Mission and Growth
A company's mission is intrinsically tied to its growth, as understanding the reasons behind product success is crucial. If a business lacks clarity on why it is growing, it risks stagnation. Viewing a business as an onion, executives should continuously peel back layers to uncover deeper insights about their operations. This strategy helps prevent companies from losing momentum and fosters sustainable growth.
Building Momentum Through Cross-Functional Teams
Momentum at Eventbrite was initially generated through cross-functional learning sessions that focused on experiments and outcomes. The approach involved encouraging team members to share and evaluate results from various growth tactics, fostering a culture of collective learning. This collaborative environment helped the growth team identify effective strategies to drive customer engagement and conversion. Such cross-functionality is vital in ensuring diverse perspectives are considered in growth initiatives.
Navigating Market Challenges and Customer Needs
Eventbrite's growth strategy evolved as it transitioned from catering to small event creators to attracting larger clients. This shift required the growth team to build lead generation programs and adopt B2B marketing tactics to reach these bigger customers effectively. By understanding customer needs and tailoring their offerings, Eventbrite could create new markets while competing with established players. This nuanced approach showcased the complexity of scaling a horizontal marketplace.
The Importance of Understanding the Market Landscape
Successful companies recognize the need for localized product market fit when expanding globally. Eventbrite achieved growth in various international markets by adapting its platform to meet local demands and ensuring adequate supply before driving demand. A mix of central and local strategies was utilized to maintain consistent global branding while allowing for tailored outreach. Understanding both global trends and localized needs enables companies to effectively capture new markets.
Five years ago Brian Rothenberg joined Eventbrite to start its cross-functional growth team. Fast forward to today, and Eventbrite is the world's largest self-service event ticketing and registration platform. In conversation with Intercom's Adam Risman, Brian explains why a company’s mission and growth are inextricably linked, how he built momentum for Eventbrite’s growth team in its earliest days, the nuances of growth for marketplaces and more.