エピソード

  • Why You're Wasting Ad Budget Without Even Knowing It with Jacqueline Freedman | Horizons Pod

    Why You're Wasting Ad Budget Without Even Knowing It with Jacqueline Freedman | Horizons Pod
    2025/06/10
    Listen now on YouTube, Spotify, and Apple.—Jacqueline Freedman is the CEO and Founder of Monarch Advisory Partners, a full-stack marketing consultancy specializing in GTM, MarOps, and MarTech. Prior to launching her consultancy, Jacqueline was the 5th marketing hire at WeWork during their hypergrowth phase and the 1st Marketing Operations hire at Grammarly during their transition to a B2C2B model.Here’s some of my takeaways from this week’s episode…1/ 📊 Process trumps perfection: When scaling marketing ops, focus on creating foolproof processes rather than expecting perfect execution. Create clear documentation, role-based access controls, and simplified workflows that even non-marketers can follow successfully.2/ 🎯 Community over metrics: Sometimes the most valuable marketing initiatives don't have clear KPIs. WeWork's building newsletters focused on community-building rather than specific metrics, showing how brand value can outweigh immediate measurable results.3/ 🔄 Post-mortems are gold mines: After mistakes, focus on "what happened, how it happened, why it happened, and how to prevent it." Document learnings and use them to improve processes. The response to failure matters more than the failure itself.4/ 💰 Daily data syncs = massive savings: Small operational improvements can yield huge returns at scale. Example: Updating paid ad suppression lists daily instead of monthly saved millions in ad spend by preventing mistargeting of existing customers.5/ 🎨 B2B doesn't mean boring: B2B companies can (and should) be more playful with their brand voice. While you don't need to chase every trend, establish a clear brand persona and don't default to overly formal communication.6/ 📈 Personalization needs substance: Move beyond basic "{first_name}" personalization. Focus on meaningful data points that provide value to users, while being mindful of privacy boundaries.7/ 🤝 Vendor partnerships matter: Build strong relationships with your marketing tech vendors. Join customer advisory boards and provide detailed feedback - you know the problems, they know how to build solutions.8/ 👥 Cross-functional translation is key: Marketing ops pros must be "global translators" between teams. Success comes from ability to communicate technical concepts to non-technical stakeholders and vice versa.—Where to find Jacqueline Freedman: * Monarch Advisory Partners: https://www.monarchadvisorypartners.com/* The Martech Weekly: https://themartechweekly.com/* LinkedIn: https://www.linkedin.com/in/jacquelinefreedman/—In this episode, we cover:00:00 Optimizing Ad Spend & Intro Jacqueline Freedman 01:11 Early Career: Jacq of All Trades & Remote Work Pioneer 02:58 Scaling WeWork's Hyper-Localized Newsletters (500 Buildings!) 04:22 The "Why" Behind WeWork's Emails: Community Over KPIs 06:16 The Unmeasurable Value of Brand Marketing 07:33 The Tech & Process Behind 500 Weekly Emails 09:30 Empowering 500 Non-Marketers to Be Marketers 11:46 Hyper-Localization: Beyond Countries to Buildings 13:09 Joining Grammarly: Building B2B Marketing Ops from Scratch 15:00 Hot Take: Why MQLs Aren't Dead (If Done Right) 19:19 Defining Your Ideal Customer Profile (ICP) 22:08 Grammarly's B2C to B2B Pivot: Finding the New ICP 24:15 AI in Writing: Tool, Threat, or Transformation? 26:54 Grandfather's Wisdom: Clients & Stakeholders Make or Break Your Day 27:30 The Power of Stakeholder Relationships & Listening Tours 30:16 Bridging the Gap: Marketing & Engineering Collaboration 33:02 Being "Dangerously" Technical as a Marketer 37:06 Facing Pay Inequity & Advocating for Fair Compensation 39:23 The Art & Discomfort of Negotiating for Yourself 43:06 Confessions of a Recovering Workaholic: Boundaries & Balance 45:35 Learning from Mistakes: A Post-Mortem Tale ("Winner of AB Test Here") 51:28 Blameless Post-Mortems & Process Improvement Culture 53:15 How You Leave Matters: Employees & Unsubscribers 55:58 Beyond First Names: Creating Impactful, Personalized Campaigns (WeWork Year in Review) 1:01:37 Should B2B Brands Be More Playful? 1:03:57 Saving Millions: Daily Data Syncs & Ad Suppression at Grammarly 1:08:07 Partnering with Vendors to Shape MarTech's Future 1:10:10 Where to Find Jacqueline & Final Thoughts—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 12 分
  • Counterintuitive Growth: Add Friction to INCREASE Revenue with Alexey Komissarouk | Horizons Pod

    Counterintuitive Growth: Add Friction to INCREASE Revenue with Alexey Komissarouk | Horizons Pod
    2025/06/03
    Listen now on YouTube, Spotify, and Apple.—Alexey Komissarouk is a growth engineering pioneer who's generated hundreds of millions in revenue through data-driven experimentation at companies like MasterClass and Opendoor.Here’s some of my takeaways from this week’s episode…1/ 🎯 Good friction > No frictionWhen done right, adding strategic friction (like onboarding quizzes) can actually increase conversion by building user intent. MasterClass saw this when they made users go through a quiz that showcased their full content library before hitting the $180 price tag.2/ 📊 Simple metrics > Complex metrics The best metrics are trivially explainable. While it's tempting to create complex formulas that capture every edge case, stick to metrics that everyone can understand and act on. MasterClass used "expected LTV per homepage visit" - sophisticated but still clear.3/ 🧪 Pattern matching > First principlesDon't waste time reinventing the wheel. Start by copying what works in your industry - the win rate on proven tactics is much higher than novel ideas. Once you've exhausted the obvious wins, then innovate.4/ 🚪 Fake doors unlock real insightsWhen testing major changes (like pricing), use creative "fake door" tests. MasterClass tested lower price tiers by showing them but upgrading users to premium "for free" - getting real data without the engineering investment.5/ 📈 Process > OutcomesCelebrate velocity and good experiment design over wins. Build a culture that praises rapid iteration and learning rather than just successful tests. This keeps teams motivated through the inevitable failures.6/ 🎯 Structured decisions > Gut callsUse formal prioritization frameworks (like RICE) to evaluate experiments. This makes decision-making transparent, coachable, and helps surface non-obvious winners that might get overlooked.7/ 🔍 Business metrics > Vanity metricsDon't trust surface-level engagement metrics (opens, clicks). One push notification test looked like a 10% loser on engagement but drove 10% more orders. Always measure what matters to the business.8/ 👥 Leadership taste > Perfect metricsWhile good metrics matter, having leadership with strong product taste is crucial for maintaining quality. The best defense against growth tactics degrading product quality is experienced leaders who can spot and stop harmful optimization.—Where to find Alexey Komissarouk: * Blog: https://alexeymk.com/* LinkedIn: https://www.linkedin.com/in/alexeymk/* X: https://x.com/alexeymk—In this episode, we cover:00:00 Introduction and Background 01:15 Experimentation and Growth Engineering 01:33 Measuring Experiment Success 04:22 Defining Growth Engineering 07:15 When to Hire Growth Engineers 26:55 Understanding SaaS Business Metrics 28:06 Industry Variations in Growth Strategies 29:59 Navigating Regulatory Challenges in Growth Engineering 30:40 The Intersection of Marketing and Engineering 34:26 Skills for Growth Engineering 36:19 Learning from Others in Growth Engineering 39:22 Counterintuitive Experiment Results 41:56 The Importance of Metrics in Marketing 44:33 Incentive Design in Business 46:51 Leadership and Quality Control in Growth Engineering 49:09 Balancing Short-Term and Long-Term Goals 51:35 Building a Culture of Experimentation 57:46 Innovative Pricing Strategies 01:02:05 Growth Engineering Beyond Subscriptions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 3 分
  • How AI Can Explode Your Marketing Team's Creativity with Mike Taylor | Horizons Pod

    How AI Can Explode Your Marketing Team's Creativity with Mike Taylor | Horizons Pod
    2025/05/27
    Listen now on YouTube, Spotify, and Apple.—Mike Taylor is the CEO and Co-Founder of Rally, an AI audience simulation platform that allows marketers to run synthetic focus groups. Before founding Rally, Mike co-founded Ladder, a 50-person growth marketing agency, as well as Vexpower, a simulation-based learning platform for marketers.Here’s some of my takeaways from this week’s episode…1/ 🎯 Live in the Future, Act in the PresentThe future exists, it's just not evenly distributed. Make intentional trips to tech hubs like SF/NYC to soak up emerging trends, then bring those insights back home. You don't need to live there, but you do need to visit regularly.2/ 💰 Status vs. Money: Choose Your PathWant status? Get in super early. Want profit? Join right before mainstream. But always optimize for money first—it buys freedom to pursue what truly interests you later. The sweet spot is often right before mass adoption.3/ 🤖 AI Automation = Creative Freedom When you automate the mundane parts of your job, you have two choices: work less or work on more interesting things. The real opportunity is using that freed-up time to pursue creative projects that AI can't replicate.4/ 🎯 The NCO EffectPosition yourself as the "non-commissioned officer" between AI strategy and execution. Humans excel at making creative, contextual decisions that bridge high-level planning and ground-level implementation.5/ 📝 Content Marketing 2.0The future isn't about pumping out 3500-word SEO articles—AI can do that. Success lies in finding and amplifying authentic stories, acting more like a journalist than a content factory.6/ 🎨 Test Small, Scale SmartStart by doing things manually, then automate once you've proven the process works. The progression: Do it manually → Create saved prompts → Automate with no-code tools → Build custom solutions.7/ 🎯 The 60/90 RuleBlog posts drove 60% of direct leads but influenced 90% of all deals. Don't write for decision-makers—write for the experts who influence them. Your content builds credibility with the recommenders.8/ 🤝 Network Like a ConnectorEvents aren't about meeting clients directly—they're about meeting people who know potential clients. Focus on being someone others are excited to recommend rather than selling directly.—Where to find Mike Taylor: * Rally: https://askrally.com/* LinkedIn: https://www.linkedin.com/in/mjt145/* X: https://x.com/hammer_mt—In this episode, we cover:00:00 Intro and Welcome 00:39 The Journey into AI and Marketing 03:23 Navigating the AI Landscape 06:17 Status vs. Money in Business 09:06 The Birth of Rally 12:30 Understanding Rally's Purpose and Functionality 25:10 Experimenting with AI and Predicting Viral Headlines 27:59 Understanding Human Behavior Through AI 29:51 The Art of Prompt Engineering 37:04 Building an Uno Game with AI 45:55 Automating Tasks with AI 52:52 The Future of Creativity and AI 58:19 Value-Based Pricing and Client Perceptions 01:00:22 Automation and Freedom in Writing 01:01:17 AI's Role in Marketing Synthesis 01:03:29 The Future of Marketing Roles 01:07:45 The Evolution of Marketing Strategies 01:11:23 Insights from Working with Major Brands 01:17:07 Creative Hiring Strategies for Agencies—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 17 分
  • Stop Being Afraid To Raise Your Prices with Ryan Delk | Horizons Pod

    Stop Being Afraid To Raise Your Prices with Ryan Delk | Horizons Pod
    2025/05/20
    Listen now on YouTube, Spotify, and Apple.—Ryan Delk is the CEO and Founder of Primer, a platform that helps the top 1% of teachers launch microschools in their communities, and he’s spent the last decade building tech companies like Square, Gumroad, and Omni.Here’s some of my takeaways from this week’s episode…1/ 🎯 High Agency > High Experience: The best leaders aren't just experienced—they believe they can shape outcomes through action. Look for people who take ownership and drive results, regardless of their background or years of experience.2/ 🔄 Unit Economics Are Physics: No amount of growth can overcome broken unit economics. At Omni, even with best-in-class optimization, delivery costs couldn't compete with Amazon-normalized pricing expectations. Know your numbers before scaling.3/ 🎓 Teachers Are Natural Entrepreneurs: Great educators already have key founder traits—managing ""customers"" (parents), handling budgets, and leading teams. The key is giving them tools and removing bureaucracy to let their entrepreneurial spirit thrive.4/ 🔍 Talent Discovery > Talent Competition: Build structural advantages by finding exceptional people from non-traditional backgrounds. Focus on undiscovered talent (young or career-switchers) rather than competing for the same Stanford/Google pool.5/ 🏗️ Market Problems Need Market-Level Solutions: When facing regulatory roadblocks, sometimes you need to change the system instead of just working within it. Primer's success in changing Florida education law shows the power of tackling root causes.6/ 💪 Quality Control Through Technology: Scale quality by building systems that automate quality control. Primer's platform tracks learning velocity and suggests corrections, allowing less-experienced teachers to deliver consistent results.7/ ⚡ Speed vs. Quality is a False Choice: Top performers can maintain extremely high quality while moving quickly. The key is finding truly exceptional people and giving them the tools and autonomy to execute.8/ 🎯 Mission Drives Retention: When tackling universal problems few are addressing (like education), mission alignment becomes your strongest retention tool. Top talent will choose impact over traditional career paths when given real agency to drive change.—Where to find Ryan Delk: * Primer Microschools: https://primer.com/* LinkedIn: https://www.linkedin.com/in/delk/* X: https://x.com/delk—In this episode, we cover:00:00 The Journey Begins: From Banking to Tech 05:07 Square's Hyper-Growth: Lessons Learned 09:27 The Talent Advantage: Attracting Undiscovered Talent 14:24 Building a Team: The Importance of Barrels 20:32 Gumroad: Navigating Growth and Pricing Strategies 27:08 The Indie Creator Movement: Word of Mouth Success 37:21 Sustainable Growth: Avoiding Reliance on Big Launches 37:35 Navigating Different Business Models 38:58 Lessons from Building Omni 42:17 The Trojan Horse of Rentals 45:09 Customer Acquisition Strategies 48:15 Understanding Business Equations 49:56 The Birth of Primer 53:09 Pivoting to Micro Schools 56:58 The Entrepreneurial Spirit of Teachers 59:31 High Agency in Education 01:02:23 Lightning Round—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 3 分
  • The Caveman Approach To Email Marketing with Jesse Hanley | Horizons Pod

    The Caveman Approach To Email Marketing with Jesse Hanley | Horizons Pod
    2025/05/13
    Listen now on YouTube, Spotify, and Apple.—Jesse Hanley is a marketer-turned-founder who went from running digital marketing at Gold's Gym Australia to building Bento, where he's proving that email marketing platforms don't need venture funding or aggressive growth to deliver enterprise-grade capabilities.Here’s some of my takeaways from this week’s episode…1/ 🎯 Keep It Simple, Keep It Consistent: The most profitable email accounts aren't complex snake-tree automations—they're ""caveman"" approaches focused on consistent, valuable communication. Success comes from knowing your customers well and maintaining regular touchpoints.2/ 🧪 A/B Testing Is Often Busy Work: Most A/B testing in email marketing suffers from flawed metrics (like open rates affected by bots) and insufficient sample sizes. Focus on revenue and conversions instead of getting lost in headline optimization.3/ 📈 North Star = ""Expected & Wanted"": Every email decision should pass two tests: Do users expect this email? Do they want it? This simple framework helps cut through the noise on everything from image usage to send frequency.4/ 🎭 Brand > Performance Marketing: While performance metrics matter, brand-building through multiple channels creates compound effects. Don't dismiss ""old school"" marketing—conferences, sponsorships, and broad brand presence often drive unexpected value.5/ 🎨 Personalization Is Often Overkill: For most businesses (especially with <10k subscribers), complex personalization flows aren't worth the effort. Focus on nailing the basics: clear welcome series, consistent newsletters, and timely transactional emails.6/ 🎯 Measure What Matters: Skip vanity metrics like open rates. Focus on concrete business outcomes: credit card signups, revenue, or specific conversion actions that tie directly to business growth.7/ 🤖 AI Should Enhance, Not Replace: The best AI implementations subtly improve existing workflows rather than creating flashy new features. Focus on reducing friction in common tasks versus building AI-powered bells and whistles.8/ 📊 Quality > Quantity in List Building: Resist the urge to rapidly scale your email list through paid growth or cross-promotion networks. A smaller, highly-engaged list often drives more revenue than a large, unengaged one.—Where to find Jesse Hanley: * Bento: https://bentonow.com/* LinkedIn: https://www.linkedin.com/in/jessehanley/* X: https://x.com/jessethanley/—In this episode, we cover:00:00 Introduction and Backgrounds 05:09 The Journey of Learning to Code 15:08 Building Bento and Early Challenges 25:40 Customer Engagement and Support Strategies 27:31 Crafting Effective Marketing Emails 35:38 Balancing Marketing Strategies for Growth 41:27 The Art of Personalization in Email Marketing 50:06 Metrics That Matter: Evaluating Email Campaign Success 55:31 Balancing Value and Promotion in Email Content 58:09 Scaling Email Marketing Efforts Effectively 01:05:42 Integrating AI for Enhanced Email Marketing—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 7 分
  • 1 Month of Usage in 48 Hours: Product-Market Fit with Maja Voje | Horizons Pod

    1 Month of Usage in 48 Hours: Product-Market Fit with Maja Voje | Horizons Pod
    2025/05/06
    Listen now on YouTube, Spotify, and Apple.—Maja Voje is the author of Go-To-Market Strategist and founder of Growth Lab, both of which build on her experience with 400+ launches across hundreds of companies.Here’s some of my takeaways from this week’s episode…1/ 🎯 Early Customer Profile > Ideal Customer Profile• Your first 50 customers won't be your ideal ones - and that's OK• Focus on finding customers with: burning pain points, willingness to pay now, adjacency to ideal customers, and low barriers to entry• Start with segments you can actually access and understand, then move upmarket2/ 🧪 Test, Don't Guess• Run actual experiments instead of endless analysis• Use ads to test messaging even before website traffic• Test one variable at a time (positioning, pricing, etc.)• When in doubt, talk to 5-10 customers3/ 💰 Price for Value, Not Competition• Capture 20-30% of the value you create• Start with competitor benchmarking if needed• For AI products, benchmark against human alternatives• Don't waste time finding the "perfect" price before having customers4/ 🎥 Social Proof is Your Best Bet• Real customer testimonials matter more than ever in the AI era• Record testimonials at events when possible• Focus on showing authentic enthusiasm and results• Use this as your first major testing variable5/ 🔄 Seven Go-to-Market Motions• Inbound (content, organic)• Paid acquisition• Outreach/sales• Community building• Account-based marketing• Product-led growth• Events/partnerships6/ 📞 Cold Outreach Still Works• Use data enrichment for mass personalization• Reference specific details about prospects• Start with warm outreach on LinkedIn• Focus on adding value before pitching7/ 🎮 Make Products "Perfect Enough"• For AI products, go beyond bare MVP• Focus on core value delivery• Ensure first impression drives retention• Test with high-touch onboarding initially8/ 📈 When to Add New Channels• When seeing diminishing returns in primary channel• When introducing new products/price points• When entering new market segments• Consider hiring experts vs learning yourself—Where to find Maja Voje: * Maja’s free GTM checklist: https://gtmstrategist.com/gtm-checklist* LinkedIn: https://www.linkedin.com/in/majavoje/* X: https://x.com/majavoje—In this episode, we cover:00:00 Introduction to Go-To-Market Strategies 01:39 Shifts in Go-To-Market Approaches 07:14 Identifying Product-Market Fit 12:16 Understanding Customer Profiles 16:54 Case Study: Loom's Customer Profile 23:17 Overcoming Analysis Paralysis 31:13 The Power of Cold Outreach 42:19 Pricing Strategies for Startups 47:13 Proof of Product-Market Fit 53:06 Handling Failure and Learning 56:38 Structuring Experiments for Results 01:01:32 When to Level Up Growth Strategies 01:05:12 Lightning Round: Quick Decisions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 6 分
  • Stop Adding Marketing Channels (Until You Hit $1M) with Sherry Jiang | Horizons Pod

    Stop Adding Marketing Channels (Until You Hit $1M) with Sherry Jiang | Horizons Pod
    2025/04/29
    Listen now on YouTube, Spotify, and Apple.—Sherry Jiang is the founder and CEO of Peek, an AI-powered personal finance platform helping users track and grow their net worth. Previously at Google, where she worked on Google Pay's growth in India, Sherry made the bold decision to leave big tech in 2021 to pursue entrepreneurship in Singapore.Here’s some of my takeaways from this week’s episode…1/ 🎯 Master One Channel Before ScalingThe first $1M in revenue can come from mastering a single marketing channel. Don't spread yourself too thin across multiple platforms—go deep before going wide. For Peek, LinkedIn organic was the golden ticket, driving hundreds of beta signups through authentic storytelling.2/ 🧪 Right-Size Your ExperimentsThink like a poker player: Make small bets to test hypotheses before going all-in. Start with minimal viable experiments that let you validate assumptions without depleting resources. A good rule: If an experiment fails, it shouldn't threaten your core business.3/ 👥 The "15 Core Users" Rule Rather than trying to deeply understand hundreds of users, focus on 15 power users you know "as well as your siblings." Look for users who proactively provide feedback and engage with your product—they'll give you the insights needed to build something great.4/ 📱 Prototype > PerfectBuild quick, throwaway prototypes to validate ideas fast. One prototype per month is a good cadence. Don't worry about perfect branding or polish—focus on getting behavioral validation from real users. As Sherry says, "I don't care if the colors aren't on brand."5/ 💡 Local > Global Don't confuse "US market" with "global." Start with geographic focus and expand strategically. The world has 8B people—the US has 300M. Regional focus lets you deeply understand users and build for their specific needs before expanding.6/ 🎭 AI as Writing PartnerUse AI as a writing assistant and research accelerator, not a replacement. Feed it your "word vomit" and let it help structure thoughts. For research, use it to spot patterns and generate insights that would take humans weeks to compile.7/ 📊 Story > StatsDon't just show data—tell stories with it. Even with limited data (like one month of transactions), you can craft meaningful narratives about spending patterns and behaviors. Focus on progressive revelation of information with clear hooks and resolutions.8/ 🎬 Content Format Follows PlatformDifferent platforms demand different approaches: LinkedIn rewards professional insight, TikTok needs extreme authenticity, Reddit requires pure value-add with zero self-promotion. Don't copy-paste content across platforms—adapt to each one's native language.—Where to find Sherry Jiang: * Peek: https://peek.money/* LinkedIn: https://www.linkedin.com/in/sherrypeek/* X: https://x.com/SherryYanJiang—In this episode, we cover:00:00 Introduction and Background 05:37 Learning AI Coding as a Non-Technical Founder 11:16 Onboarding Challenges in Personal Finance Apps 16:55 User Acquisition and Building Trust 19:51 Understanding the Founder Journey 21:10 Navigating Switching Costs in Startups 22:36 Assessing Product-Market Fit 26:33 The Art and Science of Founding 29:32 Merging Data and Intuition 33:19 Thinking in Bets: Lessons from Poker 36:19 Marketing Strategies and LinkedIn Success 38:30 Building a Personal Brand 44:26 Customer Retention and Insights 49:47 Prototyping and Testing for Product Market Fit 50:59 Channel Optimization Post Product Market Fit 53:15 Localization Strategies for Diverse Markets 55:07 Underrated Marketing Channels: Insights and Opportunities 57:15 The Impact of AI on Personal Finance Management 01:02:50 Lightning Round: Quickfire Marketing Insights—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 8 分
  • B2B Doesn't Mean Boring-to-Boring with Gastón Tourn | Horizons Podcast

    B2B Doesn't Mean Boring-to-Boring with Gastón Tourn | Horizons Podcast
    2025/04/22
    Listen now on YouTube, Spotify, and Apple.—Gastón is a poetry-obsessed CMO whose marketing campaigns are powered by literature and code - leading him from Google to wonky vegetables, with successful stops at dating apps and AI news along the way.Here’s some of my takeaways from this week’s episode…1/ 🎯 Brand First, Growth Second: A strong brand narrative naturally drives growth metrics. Don't chase numbers at the expense of story—focus on building a compelling narrative that resonates with your audience and the metrics will follow.2/ 🗣️ Customer Understanding > Dashboard Data: While analytics are valuable, nothing beats direct customer observation and feedback. Post-checkout surveys asking "why did you join?" and "what concerns did you have?" provide deeper insights than surface-level metrics.3/ 🎨 B2B ≠ Boring-to-Boring: Business buyers are humans first. They're thinking about promotions, career growth, and personal success—not your product features. Connect with the human truth behind business decisions.4/ 🔄 Consistency ≠ Repetition: Brand consistency isn't about parroting the same phrases—it's about staying true to core values while varying your expression. Use different words to convey the same meaning to keep messaging fresh and engaging.5/ 🌍 Local > Global in Marketing: When scaling internationally, empower local marketing teams over centralized control. While less efficient, local teams better understand cultural nuances and market opportunities.6/ 💡 Make the Familiar Strange: The best marketing makes familiar things unfamiliar (and vice versa). Like literature, great campaigns help people see everyday things in new ways.7/ 🎭 Values > Neutrality: Don't fall into the trap of neutral, bland messaging when expanding to new markets. Local brands succeed because they speak authentically to their audience.8/ 🎓 Growth vs. Efficiency is a Trade-off: There's no perfect solution in marketing—just trade-offs. Choose whether to optimize for growth (local control, higher costs) or efficiency (central control, lower costs) based on business objectives.—Where to find Gastón Tourn: * LinkedIn: https://www.linkedin.com/in/gtourn/* Oddbox: https://www.oddbox.co.uk/—In this episode, we cover:00:00 Introduction and Background 03:20 The Importance of Meaning in Marketing 13:48 Combining Literature and Technology 25:29 Insights from Startup Marketing 28:57 The Importance of Marketing in Product Success 32:03 Cultural Insights in Dating and Marketing 34:11 Challenges of Global Marketing Localization 36:46 The Risks of Big Brand Marketing 39:32 Balancing Centralization and Localization in Marketing 42:04 Trade-offs in Marketing Strategies 46:26 B2B Marketing: Connecting with Real People 48:47 Consistency vs. Repetition in Brand Messaging 54:24 Understanding Customer Motivations at Oddbox 57:13 The Value of Teaching and Learning from Students—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 6 分