Let's face it, when growing demand for your business, you're faced with a bunch of uncertainties.  Can I hire the talent needed to succeed? Will I be able to generate enough demand for my product to be profitable? Are the marketing channels I'm dependent upon for growth going to be too competitive? Will I have to learn TikTok; I'm not funny enough :/ However, other things have a little more certainty around them. Most successful businesses master a small number of marketing channels that drive a disproportionate amount of their growth. Only a small number of the experiments you run will result in something meaningful for your company. And the channels that drive growth today will eventually plateau in the future. A marketer focused on growing demand for their business is much like a portfolio manager. That portfolio is comprised of assets in the form of marketing channels: - Those assets need to grow over time. - The portfolio needs rebalancing over time by discovering new assets to drive future growth. - Experiments help the marketer discover those assets. Happy Growing!

In this episode of the GrowthTLDR, we talk to Philip Inghelbrecht, the CEO and Co-Founder of Tatari, a data and analytics company for TV advertising. For a lot of us working in marketing and growth, we've leveraged near every digital channel and platform to grow audiences for our company. But, for many of us, it's like we've had very little experience with TV advertising. Tatari is aiming to change all that by making TV advertising feel just like Digital advertising. We talk to Philip about how he started Tatari, what it is like growing a company in a well-established industry like TV, and how we should measure the performance of our TV ads. Happy Growing!

Since the inception of Marketing Automation, the MQL has been a staple in how B2B marketing companies generate revenue. An MQL is a lead your business has generated, and the possibility of it turning into a customer is higher than other leads. The reason you mark it an MQL is because it has certain demographic characteristics that would suggest it's a good fit for your product/services. Plus, it's also demonstrated an intent to buy via engagement patterns that you track - opening emails, visiting web pages, downloading content. A PQL is no different, but the engagement patterns come from actual product usage, making it a far more valuable lead. The person has already used your product and got value from it before your sales team ever talk to them.   In this episode of the GrowthTLDR we talk about how you can build an early PQL model for your company.

In this episode of the GrowthTLDR, we talk to Mike Adams, founder and CEO of Grain. It's no secret that collaboration through online video is exploding. You only have to look at Zoom's growth numbers. Zoom's growth is an opportunity for other companies to build into their platform, tapping into their giant userbase. One such company that's doing just that, and received a lot of press recently is Grain, Mike's third company. We talk to Mike about how entrepreneurs find the right markets to build a product in, is he concerned about Grain's dependency on Zoom, and why all startups need to find their sharp edge. Happy Growing

In this episode of the GrowthTLDR, we discuss the hearts and minds approach to content marketing. The mission of content marketing teams is to create stories that inspire and educate their audiences. That content spans across both different content channels (blog, social, email, etc.) and content formats, text, audio, images, video. The hearts and minds approach is a way for us to break out our marketing channels, topics, and content formats across two distinct buckets. It helps us to associate both a primary goal and secondary goals with a channel. It's near impossible for a marketing channel to be successful if it has multiple goals, and they're all weighted evenly. Happy Growing

In this episode of the GrowthTLDR, we talk to Jaqueline Cook COO of Vendasta about how they moved to a product-led business. We talk about how Vendasta used a self-serve model to monetize a large segment of their market, how their CAC dropped by 50%, conversions rates increased, and why the success of growth is as much about organization design as running experiments. We also get into how Vendasta has organized their growth team into squads, and the importance of squads in product-led companies.

In this episode of the GrowthTLDR, we're back with another GrowthSwipeFile. We talk about the challenges of trying to start something new, whether that's starting a growth team, investing in a new channel, program, or initiative. There is always a list of problems you're faced with when scaling. We talk about a framework that might help the four stages of growth. We talk about why it's important to align people around them, so you're solving problems that matter.

In this episode of the GrowthTLDR, we talk to Tope Awotona, CEO and founder of the fast-growing Calendly, who are up to 140 employees with near 50 million in ARR. We talk to Tope about the three decisions that helped to make Calendly the success it is today, how he managed to build the first version of the product without any full-time engineers, how Calendly doubled down on virality, and why they give customer support to their free users.

In this episode of the GrowthTLDR, we kick off our first swipe file topic, where we discuss marketing and growth tactics that work. We kick off the series with a common question growing companies have about content marketing - should you spend time creating content for the top of your funnel, or the middle and bottom of your funnel. We talk about the five stages of awareness you should keep in mind when planning your content—the common debate between spending your time creating content for the top and middle of your funnel. And, we leave you with our recommendations on how you can solve for both.

In this episode, we talk about all things positioning, copywriting, and conversion rate optimization with expert Joel Klettke. We talk to Joel about the most common mistakes when creating website copy that is costing them millions of dollars in lost revenue. We get into the differences between positioning, copywriting, and CRO, before getting in a real example where Joel walks us through the processes he uses to optimize a brand's website resulting in $165k in additional revenue from changes that took less than 30 minutes to implement.