Brandformance

In this episode of the Marketing Scientists Podcast, Kyle Poyar, author of Growth Unhinged, discusses the limitations of traditional attribution models and emphasizes the importance of focusing on incrementality to drive revenue growth.  He also delves into the evolving landscape of SaaS pricing models, highlighting the shift towards usage-based pricing and the need for companies to adapt.  Additionally, Kyle shares his insights on the critical role of customer success in driving SaaS growth and the importance of early customer adoption.   
About the guest:
Kyle Poyar, a former VC at OpenView and the author behind Growth Unhinged, is a leading voice in the SaaS growth space.  With his extensive experience working with startups and his deep understanding of growth metrics, Kyle offers invaluable insights for businesses looking to scale.    

In this episode of the Marketing Scientists Podcast, David Herrmann discusses the importance of community building in e-commerce marketing, the evolving role of organic marketing, and how to effectively leverage AI in media buying without losing the human touch. He also shares his insights on creative diversity, the future of measurement in a privacy-first world, and the delicate balance between brand and performance marketing.  

About the guest:
David Herrmann, President of Herrmann Digital, has managed billions of dollars in ad spend across various platforms like Facebook, Google, TikTok, and more. David shares his incredible journey from the music industry to becoming a seasoned media buying expert.

Today's guest is Bill Macaitis, the former CMO of Slack and Zendesk. Here are three things that I think you'll enjoy learning about in this episode: 

- A great debate on the role of marketing in B2B orgs.

- Setting clear priorities with the V2MOM framework. 

- How CEOs should hold their CMO or marketing leader accountable.

Today's guest is Ashley Haus. Ashley leads Lifecycle Marketing at Atlassian. Here are three things that I think you'll enjoy learning about in this episode: 

- The art of storytelling and persuasive communication. 

- How Ashley thinks about measuring the impact of her Lifecycle team's work

- How Lifecycle is embedded in everything that Atlassian does.

Today's guest is Matt Henderson, Head of Growth Marketing at Sentry, a popular and high-growth developer tool. Here are three things that I think you'll enjoy learning about in this episode: 

-Why Sentry killed all cookies on their website.

-How Sentry was still able to grow the business through marketing without invading their audience's privacy. 

-How Sentry measures the success of their marketing. 

Today's guest is Rishabh, the CEO and Co-Founder of FERMÀT. He founded FERMÀT to help brands seamlessly integrate commerce into every piece of content, driving commerce distribution at the speed of content creation. He has worked with popular brands like True Classic, Nood, OpenStore, and Mind Body Green, achieving notable success, such as a 50% lift in ROAS. Before FERMÀT, Rishabh developed three new businesses at LiveRamp, gaining extensive knowledge in online advertising and measurement. He holds a PhD from MIT.

Three things that I think you'll enjoy in this episode:

1. How all the privacy changes have changed the game for brands

2. The right and the wrong way to experiment in marketing

3. More discussion on brand and performance when it comes to measurement

Today's guest is Sahil Mansuri, the CEO of Bravado, the better way to hire sales talent. Sahil led sales teams since 2008 at companies like Meltwater, Glassdoor, before starting Bravado to change sales hiring for the better. Here are three really interesting conversations I had with Sahil today. 

•  Are CMOs better positioned to be CROs?
• What do sales leaders think about brand versus performance marketing? 
• Is the ZIRP Era growth over?

Today’s guest is Drew Neisser, the CEO of CMO Huddles, a community and learning & development platform for B2B CMOs. Drew has spent the past three decades in the marketing industry, working at renowned firms like Dentsu and JWT before founding his own agency, Renegade. Here's what I learned from Drew:

• Are humans or AI better at acquiring traffic through content?
• The top challenges CMOs are currently facing and strategies to overcome them
• How to help your CEO understand the value of marketing

Today’s guest is Mayur Gupta, the CMO of Kraken, and former growth and marketing leader at iconic companies like Spotify, Gannett, and Kimberley Clark. He has also been recognized as a top 50 CMO by Forbes. Here’s what Mayur and I talked about: 

• Switching careers from engineering to marketing 
• The four eras of marketing 
• How to balance brand and performance, including a behind the scenes of the F1 sponsorship 

Today’s guest is Rand Fishkin. Rand is the co-founder of SparkToro and the founder of Moz. He was also the co -founder of inbound .org, which later sold to HubSpot. Here are three things I learned from Rand:

• Al the ways marketing attribution is broken.
• How SparkToro is bringing a new level of audience research to marketers everywhere.
• How best to optimize your marketing mix.