
In Growth We Trust: Marketing | Growth | Startups
In Growth We Trust is a growth marketing podcast hosted by Yoann Pavy and Jake Mayell. Weekly guest interviews, plus shorter deep-dive episodes about online distribution, viral loops, network effects, content, and startup growth.
Jake & Yoann started working together 10+ years ago doing Facebook Ads at first. Now theyโre doing a podcast together. They love startups, growth, and marketing, so why not?
Available everywhere, even on YouTube, like/comment/subscribe ๐ง
Latest episodes

Nov 7, 2023 โข 1h 2min
๐ฎ OnlyFans Marketing Tactics, Working during Wartime and Web-to-App ideas w/ Sonya Pobiedimska from Bliq | ex Headway
In this episode, we chatted with Sonya Pobiedimska. She has an incredible story, working from Ukraine during the war before relocating recently to Berlin as well as managing multiple OnlyFans accounts as a side hustle...
Sonya is the marketing lead at gig workers software, Bliq, and previously at the microlearning platform, Headway.
You'll learn about ๐
0:00 Intro.
2:20 Working at Headway during the war in Ukraine.
5:58 OnlyFans as a marketing tool.
10:24 Cringe gaming ads.
15:00 Transition from paid to brand reliance.
17:09 Ukrainian startup profitability.
23:01 Working during wartime.
27:35 Building a media engine and web-to-app.
31:21 App pricing and free trial insights.
36:31 Sick of subscriptions in general.
38:35 OnlyFans and paid subscriptions.
44:43 Zendesk for sex.
47:05 Reality of top 1% creators on OF.
51:02 Revenue share model and platforms.
57:52 OnlyFans billboards in London.
1:01:50 Paid marketing and golden showers.
๐ Useful links ๐
๐ Sonya on Linkedin: https://www.linkedin.com/in/sonya-pobiedimska/
๐ Jake on Linkedin: https://www.linkedin.com/in/jakemayell/
๐ Yoann on Linkedin: https://www.linkedin.com/in/yoannpavy/
๐บ Follow us on Youtube: https://www.youtube.com/@InGrowthWeTrust
๐ง Our weekly newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
Small ask from us, if you enjoyed this episode, please follow, leave a 5* review, and share with your network ๐คโค๏ธ

Oct 31, 2023 โข 1h 1min
๐ฎ Go To Market Strategies, Remote Work Challenges, Health Tech, and Working at Nokia and Microsoft w/ Kat Wendelstadt
What's up this week ๐
In this episode, we chatted with Kat Wendelstadt, a go-to-market expert who scaled 4 companies to a cumulative valuation of $1B. Kat shares her experience working at Nokia (big throwback moment), Microsoft, and a few healthcare companies in her career.
Overall, the episode provides valuable insights into go-to-market strategies and personal journeys working remotely.
You'll learn about ๐
0:00 Intro.
3:26 Why podcast platform's discovery is awful.
12:45 Living and working in Brazil.
16:47 The beautiful Windows phone.
19:14 The adjacent user theory.
24:21 Breaking down hierarchical barriers.
28:51 Managing remote work challenges.
31:29 Remote hiring challenges.
35:40 Firing someone and lessons learned.
41:18 Focusing on key audiences.
44:07 Common business struggles and solutions.
50:26 B2B product complexity.
52:07 Mums as core users in healthcare.
54:44 Forecasting and increasing conversion rates.
59:35 Pitch deck frustrations.
๐ Useful links ๐
๐ Follow Kat on Linkedin: https://www.linkedin.com/in/kat-wendelstadt-a662ab2/https://www.linkedin.com/in/kat-wendelstadt-a662ab2/
๐ Follow Jake on Linkedin: https://www.linkedin.com/in/jakemayell/
๐ Follow Yoann on Linkedin: https://www.linkedin.com/in/yoannpavy/
๐บ Follow us on Youtube: https://www.youtube.com/@InGrowthWeTrust
๐ง Sub to our newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
Small ask from us: If you enjoyed this episode, please follow, leave a 5* review, and share with your network ๐คโค๏ธ

Oct 24, 2023 โข 1h 6min
๐ฎ Latest in Google Ads, Working At HUEL and Becoming a Digital Nomad w/ Tomasz, ยฃ150M+ Google Ads Expert and PPC Freelancer
What's up this week ๐
In this episode, we chatted with Tomasz (Tom) Abbott-Wieczorek, a digital marketer known for his deep expertise in Google Ads. Tom shares his experience working in-house with prominent brands like HUEL and Domino's but also how he transitioned into freelancing and being a digital nomad now (aka he lived in Portugal at some point...) Overall, the episode provides valuable insights into digital marketing and personal branding.
You'll learn about ๐
0:00 Intro
1:48 Tomasz's background and career.
7:41 HUEL, people experimenting with meal replacements.
9:13 Huel's effective brand promotion.
14:08 Finding Google Ads untapped audiences.
17:11 Creative becoming more important on Adwords.
21:03 The future of voice search.
24:21 Trusting the machines in advertising.
28:16 Google's annoying ad sizes.
32:58 Discovery campaign and results.
36:12 Localization testing and target audience.
40:33 Subscribe in different languages.
44:24 His journey as a digital nomad.
49:09 Managing workflow and avoiding burnout.
55:25 Building a personal brand.
57:30 Tracking growth and new opportunities.
1:01:13 Upsides in documenting your career as it happens.
๐ Useful links ๐
๐ Follow Tomasz on Linkedin: https://www.linkedin.com/in/tomaszaw/
๐ Follow Jake on Linkedin: https://www.linkedin.com/in/jakemayell/
๐ Follow Yoann on Linkedin: https://www.linkedin.com/in/yoannpavy/
๐บ Follow us on Youtube: https://www.youtube.com/@InGrowthWeTrust
๐ง Sub to our newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
Small ask from us: If you enjoyed this episode, please follow, leave a 5* review, and share with your network ๐คโค๏ธ

Oct 18, 2023 โข 1h 9min
๐ฎ How To Get Your First 100+ Downloads, Best Onboarding Flows, App Store Keywords Research , ASO and ASA w/ Steve P. Young founder of App Masters
App marketing expert Steve P. Young shares insights on ASO, niche markets, monetization strategies, push notifications, and keyword ranking for app developers. The podcast also covers app creation, retention strategies, and the challenges of bootstrapped startups. The hosts discuss their journey of starting a podcast and transitioning to YouTube, as well as troubleshooting audio settings.

Oct 10, 2023 โข 1h 7min
๐ฎ The Ultimate Viral Idea, Waiting Lists, Keyword Research with ChatGPT, Stickers, QR codes and Steve P Young says โHiโ
Halloween is around the corner ๐ so we've got a special episode for you! Yoann is launching a zombie game and you can all signup to the waiting list now! Link below๐๐งโโ๏ธ
Also Mr Steve P Young decided to say "hi" as we were waiting for him originally. Excuse us, we had to improvise.
Steve will be back in a few weeks for his proper episode.
Curious about our new game and how it ties into the concepts of virality and network effect? Tune in to our podcast episode to learn more! ๐ฎ๐๐ฅ
๐ Useful links ๐
๐งโโ๏ธ Sign up for "Z-END" waiting list: https://www.z-end.world/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Intro
2:43 Best practices for apps.
6:04 Apple podcast push notifications.
9:29 Keyword research with ChatGPT.
13:24 Back to analyzing CSV data.
18:01 Yoann's new game, Z-END.
22:46 The challenges of coding.
29:38 Virus reproduction rate.
32:05 Gamifying the points system.
35:45 Incentives for software engineers.
39:07 Growing an app rapidly with a waiting list.
43:32 Creating infection zones with stickers.
47:18 Blending online and offline with QR codes.
51:58 Virality is baked-in the gameplay.
55:25 Affiliate marketing and commissions.
59:02 Extra points for infecting new countries.
1:03:03 The concept of reverse network effects.
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Oct 3, 2023 โข 56min
๐ฎ TikTok Marketing, Live Shopping, Creators and Building an Agency w/ Jide Maduako, CEO of Yoke Network
This week we chat everything about TikTok with Jide Maduako, CEO of Yoke Network, TEDx Speaker, and 5+ years building the creator economy.
You don't want to miss this one! ๐ง
Are you curious about how to grow your TikTok following? Tune in to this episode where we share valuable insights and strategies.
I'm thrilled to announce our latest podcast episode that dives deep into the world of TikTok. We had an amazing discussion with a special guest who shared some incredible insights and advice.
๐ Useful links ๐
๐ก Jide's Linkedin: https://www.linkedin.com/in/jide-maduako-7832a3b5/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Intro
2:21 TikTok as a channel.
6:46 Brands chasing trends on TikTok.
10:23 TikTok shop and e-commerce.
13:42 Live shopping with AI and creators.
15:53 QVC and Live shopping comeback.
20:02 Live streaming trends on TikTok.
26:11 Legal constraints and marketing preferences.
27:55 The frontier between paid and organic on TikTok.
32:20 Working with creators on Spark Ads.
36:19 Influence in music and culture.
41:20 Podcasts and reputation growth.
45:01 Live streaming bike rides.
47:37 The power of audio.
52:04 Convergence of business, culture, sport.
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Sep 28, 2023 โข 30min
๐ฎ Part 2: The World of Cannabis-Based DTC Products with Aaron Nosbisch, Founder of BRฤZ & Lucyd
Part 2 is here!
In this episode, we had an amazing chat with Aaron Nosbisch, who has recently launched a direct-to-consumer drinks brand called Brez with the incredible Nick Shackelford. ๐น What makes Brez unique is that it is a THC-infused beverage, so instead of getting drunk, you can enjoy a Brez and get a little bit high. ๐ฟ
You can catch the second part now. As always, we appreciate your support and feedback. Let us know what you think about this episode, and if you have any suggestions for future topics or guests, feel free to reach out. Happy listening! ๐งโจ
๐ Useful links ๐
๐ก Aaron's Linkedin: https://www.linkedin.com/in/aaronnosbisch/
๐น BREZ's website: https://www.drinkbrez.com/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Meta advertising and Jedi-level dumbness.
6:21 The lost art of advertising.
7:46 Relevant ads and technology.
11:05 Over-regulation in the cannabis industry.
14:20 Psychedelics and societal control.
18:25 Gateway to heal trauma.
23:08 AI-guided LSD trips.
26:08 Mind-altering substances.
29:18 Focus on the growth side.
End of part 2.
๐ Related keywords ๐
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Sep 26, 2023 โข 31min
๐ฎ Part 1: The World of Cannabis-Based DTC Products with Aaron Nosbisch, Founder of BRฤZ & Lucyd
Join us for a special two-part episode this week ๐๏ธ
Part 2 will drop this Thursday.
In this episode, we had an amazing chat with Aaron Nosbisch, who has recently launched a direct-to-consumer drinks brand called Brez with the also famous Nick Shackelford. ๐น What makes Brez unique is that it is a THC infused beverage, so instead of getting drunk, you can enjoy a Brez and get a little bit high. ๐ฟ
You can catch the first part now, and stay tuned for the second part coming soon. As always, we appreciate your support and feedback. Let us know what you think about this episode, and if you have any suggestions for future topics or guests, feel free to reach out. Enjoy listening! ๐งโจ
๐ Useful links ๐
๐ก Aaron's Linkedin: https://www.linkedin.com/in/aaronnosbisch/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Intro
2:08 Astrology and advertising.
9:58 How to scale THC-infused products?
12:07 Different types of high.
15:12 Hemp-derived CBD laws.
19:17 Brilliant branding job.
23:15 Drug kingpins in advertising.
24:20 Defensibility in advertising.
29:34 The future of advertising.
End of part 1.
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marketing, value, complicated world, noisy world, clear,content, tourist season, gathering communities, horoscopes, copywriting,restrictions, gambling clients, Betfair, case studies, hyper-specific, creative, sales team, niche, gambling performance media, casinos, New Jersey, online gambling, online casino, campaigns, performance, report, attribution numbers, conversions, signups, funded accounts, ad, 17th episode, leaders, growth, marketing, startups, product, Aaron, drinks bar, direct to consumer, brand, breeze, THC infused beverage.,beer, drunk, breeze, high, agency, Lucid Media, marketing, THC, CBD, psychedelic brands, difficulties, sex toy industry, adult industries, advertising, scale, product, terms of service, Facebook, Instagram, Twitter, ads, insightful discussion, world, England, Europe, Amsterdam, dollhouse, Florida, summers, home, cannabis, psychedelic drink, business trip, overview, elevator pitch, Aaron Auschwitz, e-commerce, MySpace, Big Cartel, endorsements, sponsorships, influencer marketing, B2C, D2C, Monk, portable aromatherapy diffuser, nicotine, tobacco, vaporizer, essential oils, blends, advertise, shut down, letter, Zuckerberg, e-cigarette, innovation,advertising, ad account, non-vaporizer, scaled, $50 million, fastest growing companies, co-owned, Ruby Roy King, startups, agency, Lucid, cannabis, CBD, hemp, Facebook, Instagram, compliantly, largest cannabis social advertising company, Breeze, microdose-infused, cannabis, mushrooms, beverage, federally legal, America, THC, mushroom aspect, lion's mane, sci fi, high, smoking, joint, space cake, edible, gummy, THC, shoot up, fall down, mind, pleasant experience, smoking, heavy, sedated, body buzz, panic attacks, beginners, overwhelming experience, dose properly, Breeze, micro-dosed, dosage.,small cans, milligrams, big cans, nano emulsified, acoustic technology, absorb, minutes, mouth, cheeks, throat, lining, body, feeling, dosage, clear, flowy, edible, spiked up, high feeling, onset, smoking, aggressive, alcohol, bad drug, rotting fruit, rotting vegetable, delirious, intoxication, harmful things, breeze, camaraderie, group activity, feeling good, toxic, hangover, UK, Amsterdam, laws, Sensi seeds, Spain, Portugal, Germany, CBD laws, hemp derived THC breeze, legal, other countries, hemp derived CBD laws, below 0.3% THC, modeled, wrote into laws.,UK, Spain, Italy, France, cannabis,build, scale, D2C, negotiation power, distributors,transcript, podcast episode, keywords, scaling, Lucy, success, built, advertising agency, sector, regulated, competitive advantage, moat, risk, blue ocean, dominance, strategies, challenges, regulated space, policies, innovation, agency, people business, human suffering, maximizing human potential, conscious compounds, therapeutic compounds, net positive return, ad spend, c

Sep 19, 2023 โข 56min
๐ฎ Pricing and User Research Impact On Growth with Rosie Hoggmascall, Growth Consultant (Peanut, Ferly, What3words)
๐๏ธ New Episode Alert! ๐๏ธ
Hey everyone! We're thrilled to announce that we just dropped a brand new episode of our podcast, and trust me, you don't want to miss this one! ๐
In this episode, we dive deep into the world of marketing and growth strategies with Rosie Hoggmascall, a growth consultant, ex-Growth Product Lead at Peanut, and member of Women in Tech and GrowthMentor.
We've got some amazing takeaways that will leave you feeling inspired and ready to tackle your own marketing challenges head-on. ๐ช
๐ Useful links ๐
๐ก Rosie's Linkedin: https://www.linkedin.com/in/rosie-hoggmascall/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Intro
1:25 A new marketing podcast wave.
7:01 In-depth content on Medium.
9:10 Making money on Medium.
14:33 Freelancing vs. in-house work.
15:20 B2C subscription app growth.
19:20 Retention and activation metrics.
22:27 Growing through referrals and value.
26:26 User research methods.
30:39 Post user persona world.
33:09 Dynamic emails and gamification.
40:01 Retention and improving numbers.
43:34 Checkout upsells and monetization.
46:29 Pricing strategies and research.
50:08 Mentors and mentoring.
53:06 Imposter syndrome and mentoring.
๐ Related keywords ๐
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Sep 12, 2023 โข 1h 2min
๐ฎ Unusual Ways to Get into Marketing w/ Lewis Holloway, Co-Founder of Our Guilty Pleasures (HeyGo, Depop, BUMP)
Looking for career inspiration? This episode features unique paths to marketing success. Don't miss it!
In this episode, we chat with Lewis Holloway, who has taken interesting routes into the world of marketing and growth. We discuss his unique background and the various ways he has broken into the industry. Whether you're looking for inspiration or wondering what to do with your life, this episode offers valuable insights and practical advice. Join us as we delve into the world of marketing and discover how to make your mark.
๐ Useful links ๐
๐ก Lewis's Linkedin: https://www.linkedin.com/in/lewis-holloway-bb338a113/
๐ง Podcast's newsletter: https://ingrowthwetrust.beehiiv.com/subscribe
๐ Timestamps ๐
0:00 Intro
1:29 Interesting routes in marketing.
4:10 Selling sweets and clothes on Depop.
7:41 Becoming an entrepreneur at school.
11:38 Learning without paying for courses.
14:23 The problem with self-help books.
16:40 Growth hacking marketplace's supply.
21:27 Retention and scaling challenges.
23:08 Long-form content and engagement.
26:31 Taking care of the supply.
29:46 Jump on a call.
33:02 Differentiating yourself in a job search.
36:46 The challenges of DTC.
41:37 The value of side hustles.
45:08 Viral TikTok street interviews.
50:37 Restrictions on advertising sex toys.
51:10 Sex toys and vending machine.
55:00 Followers and sales conversion.
58:01 The challenge of stocking other brands.
1:02:08 Sex toys again...
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