Sit down with growth leaders and marketing executives from leading brands and companies across industries and stages. From exploring the evolution of growth marketing to walking the tightrope between brand and performance marketing to the epic saga of launching an ecommerce brand—we’ll dig into it all! Our guests will share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team.
Growth Talks is brought to you by Right Side Up and hosted by Krystina Rubino, general manager of offline services.
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Mastering Brand and Demand Gen in B2B Marketing | Jason Ing (Gusto, AWS, P&G)
Episode 14
Tuesday, October 29, 2024 • Duration 44:46
► About this Video
Jason Ing, Chief Marketing Officer at Gusto, joins Krystina Rubino on Growth Talks to share his journey from B2C marketing with global tech giants like Microsoft and Amazon to leading B2B marketing strategies at Gusto.
He explores the balance between brand and demand generation and highlights how storytelling and emotion shape decision-making in the B2B space. Jason also offers a behind-the-scenes look at how Gusto builds trust and brand consistency while providing HR and payroll services to small and medium-sized businesses.
🗝️ Key Takeaways:
Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth.
When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend.
Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision.
The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational.
Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time.
Timestamps
00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing
01:22 Discussing the tension between demand gen and brand marketing in B2B
06:01 How marketing philosophies evolve across different industries
08:41 Emotional decision-making in B2B marketing
12:26 Why storytelling matters in B2B marketing
14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging
17:52 Creating brand trust through consistent experiences across channels
21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing
27:22 How B2C and B2B marketing differ in practice
30:05 Gaining organizational buy-in for experiments with new marketing channels
37:00 Using non-endemic channels in B2B marketing
40:00 Closing thoughts and advice for growth marketers
👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
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Scaling Growth in the Complex World of Fintech | Simon Vishnevskiy (Credit Genie, Dave, Lyft)
Episode 13
Tuesday, October 15, 2024 • Duration 43:36
In this episode of Growth Talks, Simon Vishnevskiy, Chief Growth Officer at Credit Genie, sits down with Krystina Rubino to share his experiences and strategies in growth marketing for fintech. With a background that spans gaming, ridesharing, and finance, Simon dives into the unique challenges of marketing within a highly regulated and competitive space.
He discusses the parallels between marketing and gaming, the importance of cross-functional collaboration between product, compliance, and marketing, and the best way to effectively reach underserved audiences. Simon also explores how to build a strong acquisition strategy from scratch and scale it efficiently over time.
🗝️Key Takeaways:
Unlike other industries where a playbook may work long-term, fintech demands continuous reevaluation and dynamic strategies due to changing regulations and customer behaviors.
In a highly regulated industry, collaborating closely with your compliance team ensures you can get creative with messaging while avoiding legal issues. Paying attention to product changes may explain swings in KPIs.
Starting with digital channels like TikTok, Meta, and Google is key but, as fintech brands mature, investing in offline channels like podcasts, TV, and radio is crucial for establishing brand equity and trust.
To build an effective growth engine, Simon always evaluates 4 key things: tracking and attribution, data analytics, creative output, and lifecycle marketing as key pillars of an effective growth engine.
“Day trading,” or short-term optimizations in channel spend, can help maintain an efficient acquisition strategy, while building foundational team roles in MarTech, data analytics, creative, and lifecycle marketing ensure sustainable growth.
Leverage platforms like TikTok and DSPs to create ads and videos specifically optimized for their formats, boosting performance without hefty creative costs.
⏰ Timestamps
00:00:00 Introduction to Simon Vishnevskiy
00:04:10 Unique challenges in fintech
Bootstrapping a Cannabis Startup | Ben Starmer (Dad Grass, Levi’s)
Episode 4
Tuesday, June 11, 2024 • Duration 46:57
In this episode, your host Krystina Rubino chats with Ben Starmer, CEO and co-founder of Dad Grass, a Hemp and CBD brand. Ben shares his journey from being the Global Marketing Director at Levi Strauss to founding a bootstrapped e-commerce business in the challenging cannabis industry.
Discover what inspired Ben to start Dad Grass, how he navigated the transition from corporate marketing to entrepreneurship, and the innovative strategies that have driven Dad Grass’s growth despite the challenges of marketing in the cannabis space.
⏰ Timestamps:
00:00:00 Introduction to Ben Starmer and Dad Grass
00:04:10 Transitioning from Corporate to Startup: Ben’s journey from Levi Strauss to Dad Grass
00:07:00 The Genesis of Dad Grass: Ben’s personal experiences with cannabis
00:10:00 Building a Brand: The importance of branding in differentiating Dad Grass
00:14:00 Growth Strategies and Challenges: Overcoming the inability to use traditional advertising platforms like Meta
00:19:00 Bootstrapping the Business: The decision to bootstrap rather than seek venture capital
00:24:00 Lessons Learned and Future Plans: The importance of balancing intuition with data-driven decisions
00:31:00 A/B Test: Personal Insights and Reflections
Building the Product Marketing Function | Deanna Dong (Writer, Wealthfront, Dropbox)
Episode 3
Tuesday, May 28, 2024 • Duration 50:31
Ever wondered when you should hire your first product marketer? 🤔 In this episode, Krystina Rubino sits down with Deanna Dong, Head of Product Marketing at Writer, a generative AI company. Formerly the VP of Marketing at Wealthfront, Deanna’s experience in early to late stage companies across AI, SaaS, healthcare, FinTech, and crypto gives her a unique perspective on the role of product marketing at any company.
Deanna dives deep into why product marketing is crucial for startups and what it takes to build this function from the ground up. Get tips on how to effectively align internal stakeholders, the importance of experimenting with positioning and messaging, and when to hire your first product marketer.
⏰ Timestamps:
00:00 Introducing Deanna Dong, Head of Product Marketing at Writer
01:15 Explaining the foundational role of product marketing in startup success
03:00 Exploration of product marketing's evolution from early to later stage companies
04:26 The importance of target audience identification and the pitfalls of a broad target approach
05:35 How product marketing gets operationalized through collaboration and internal alignment
06:24 Discussion on tactical steps for establishing effective product positioning
07:36 Utilizing customer feedback and competitive analysis to refine product marketing strategies
09:04 The challenges of aligning various team opinions and the strategies to manage them effectively
10:42 A/B test segment comparing different marketing strategies and personal preferences
27:44 The transition from early to later stages in product marketing roles and the ideal timing to hire a product marketing manager
31:25 Leveraging AI in product marketing and the future of the role in an AI-driven landscape
The Evolution of Growth Marketing | Doug Hoggatt (Elfster, Betabrand, NatureBox, Minted)
Episode 2
Tuesday, May 14, 2024 • Duration 43:31
In this episode of Growth Talks, Krystina Rubino chats with Doug Hoggatt, VP of Marketing at Elfster, to explore the past, present, and future of growth marketing. Doug shares his extensive experience and insights from over 25 years in the industry, discussing the shift from early digital marketing strategies to today's complex landscape, the impact of cookie deprecation on the future of digital marketing, and the importance of leveraging offline channels earlier.
⏰ Timestamps:
00:00:00 - Introducing Doug Hoggatt, VP Marketing of Elfster
00:01:42 - Doug's Background in Growth Marketing the last 25 years
00:03:53 - Exploring Alternatives to Online Channels
00:06:00 - Limitations of Remarketing and Lookalike Modeling
00:09:00 - Rise of Influencers in Marketing
00:14:09 - Timing and Strategic Approach to Channel Diversification
00:19:58 - Startup Mistakes in Marketing Spend
00:27:32 - A/B Testing with Doug: Insights on Personal Preferences
00:36:26 - Value of Direct Mail in Modern Marketing
In this episode of Growth Talks, Krystina Rubino chats with Manbir Sodhia, SVP of Marketing at Whisker, the brand behind the innovative products including Litter-Robot, Feeder-Robot, and Litterbox. Manbir discusses how to build the foundation needed for sustainable DTC acquisition strategies, the importance of diversifying beyond Meta and Google, and how he leverages his secret weapon, a growth matrix, to build an experimentation mindset on his teams.
⏰ Timestamps:
00:00:00 Introduction and guest background
00:02:12 Manbir's transition from music to marketing
00:07:21 Building the foundation of DTC customer acquisition
00:14:15 Navigating channel expansion and market complexities
00:22:17 Adapting strategies in dynamic market conditions
00:30:28 Diversifying acquisition beyond Facebook and Google
00:45:56 The impact of authenticity and company culture on marketing
00:51:26 Manbir's perspective on growth "non-hacks"
00:53:03 Conclusion and appreciations
🔗 Links to check out
Learn more about Whisker: www.whisker.com
More episodes of Growth Talks: https://bit.ly/3xXGJJc
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals.
‣ Check us out and send us a note at: https://bit.ly/4bfaBQt
‣ Subscribe to our channel: https://bit.ly/3HWiJYD
Introducing Growth Talks: Real Stories & Insights from Marketing Leaders
Monday, April 22, 2024 • Duration 01:13
Welcome to Growth Talks, Right Side Up’s new sit down series. Join us as we chat with growth leaders and marketing executives from leading brands and companies across industries and stages including Credit Karma, Coinbase, Whisker, and many more. Our guests will spill the tea, share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team.
From exploring the evolution of growth marketing over the past 15 years to walking the tightrope between brand and performance marketing without missing a beat to the epic saga of launching an ecommerce storefront from scratch—we'll dig into it all.
Building a High Performing Marketing Team | Tyler Elliston (Right Side Up, Eventbrite)
Episode 12
Tuesday, October 1, 2024 • Duration 45:55
"Curiosity paired with tenacity is a killer combination."
Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams.
From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies.
🗝️Key Takeaways:
The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels.
Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones.
The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume.
External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires.
Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales.
Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued.
⏰ Timestamps
00:00 Introduction to Tyler Elliston, Founder of Right Side Up
01:44 Building a marketing team from scratch
04:52 Intangibles of great talent: passion, curiosity, tenacity
Brand Marketing Beyond a Logo | Chiyong Jones (Kajabi, Personal AI, GoodRx)
Episode 11
Tuesday, September 17, 2024 • Duration 44:17
In this episode of Growth Talks, Chiyong Jones, the VP of Brand Marketing at Kajabi, discusses his approach to building and evolving brand identities for startups and established companies alike. To build a brand identity that lasts, it’s incredibly important to understand the customer, create a cohesive brand system that remains flexible, and balance creativity with constraints like budget and team size. Chiyong also explores the role of brand in long-term business success, the value of authenticity in influencer partnerships, and the importance of consistency in brand messaging.
🗝️Key Takeaways:
When building a brand, it’s incredibly important to have a deep understanding of the customer, their needs, and how the brand is currently resonating with them. This insight informs all subsequent brand decisions and helps ensure that messaging is on target and effective.
While consistency in brand messaging and visuals is key to building brand equity, you need to maintain flexibility across different platforms and touchpoints.
Constraints like budget, team size, or time, can actually lead to more creative solutions by forcing teams to focus on what’s truly important and feasible.
Brand and growth marketing are complementary strategies, with brand building long-term trust and awareness, while growth marketing drives immediate conversions.
The most effective partnerships are ones where creators genuinely align with the brand. Authenticity in these partnerships leads to more meaningful connections with audiences, which is more valuable than just reaching a large number of people.
Humor is an underutilized tool in brand communication. When used effectively, it can disarm audiences, make the brand more memorable, and foster a positive emotional connection.
⏰ Timestamps
00:00 Introduction to Chiyong Jones
01:56 Key Steps in Brand Development
03:14 Establishing Brand Identity
06:46 Challenges in Creative Functions
Scaling Offline Marketing Channels | Ty Conner (Rocket Money)
Episode 9
Tuesday, September 3, 2024 • Duration 38:52
In this episode of Growth Talks, Krystina Rubino interviews Ty Conner, the Senior Director of Growth Marketing Offline at Rocket Money. Ty shares his journey from being a geologist in remote Alaska to becoming a key player in Rocket Money's marketing team. He discusses the foundational decisions and strategies that have propelled Rocket Money to the top of the app store charts, including their rebrand from Truebill.
Ty discusses the importance of data-driven decision-making, explaining how Rocket Money leverages data and utilizes robust measurement techniques such as geo holdout tests and media mix models to scale offline channels like linear TV and out-of-home. Ty offers insights into the balance between digital and offline marketing and the future impact of privacy changes on measurement and strategy.
🗝️Key Takeaways:
Utilizing multiple measurement methods, such as surveys and media mix models, can help triangulate data and provide a clearer picture of channel performance. These methods are also crucial in navigating upcoming privacy changes.
For out-of-home advertising, prioritizing high dwell time, such as subway ads, can lead to better engagement and more efficient spend due to longer exposure times.
A successful marketing team should consist of individuals who are highly curious, data literate, and competitive, ensuring they continually strive for better performance.
Brands should focus on optimizing and scaling their core channels before exploring new ones, as there is often untapped potential in existing channels.
⏰ Timestamps
00:00 Introduction to foundational decisions for scaling
00:34 Importance of data-driven decisions and high data literacy
02:34 Navigating offline channels and measurement challenges
05:00 Ty's career transition from geologist to marketer
08:00 Launching and prioritizing offline channels
00:06:56 Creating a collaborative playbook with product and legal teams
00:13:02 Targeting underserved audiences in fintech
00:16:42 How marketing strategies and channels evolve as fintech brands mature
00:24:00 A/B Test Segment
00:32:54 Managing CAC while scaling acquisition efforts
00:38:12 Key roles to prioritize when building a user acquisition team
Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD
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‣ Follow us on Twitter: https://twitter.com/rightsideupco
Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
‣ Subscribe to our channel: https://bit.ly/3HWiJYD
‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/
‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/
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‣ Follow us on Twitter: https://twitter.com/rightsideupco
35:38 Deanna shares her personal career path and the lessons learned from navigating various roles and taking sabbaticals
45:32 Closing thoughts and the importance of figuring out personal career desires and goals
🔗 Mentioned in this episode
Writer: www.writer.com
Wealthfront: www.wealthfront.com
UserTesting: www.usertesting.com
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD
‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/
‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/
‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/
‣ Follow us on Twitter: https://twitter.com/rightsideupco
🤝Connect with Right Side Up
Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt
‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD
‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/
‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/
‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/
‣ Follow us on Twitter: https://twitter.com/rightsideupco
‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/
‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/
‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/
‣ Follow us on Twitter: https://twitter.com/rightsideupco
11:32 Balancing autonomy and accountability
18:07 When to use consultants, agencies, or in-house talent
24:04 Challenges in cross-functional collaboration
31:16 Lessons from high-growth startups vs. enterprises
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