Welcome to Episode 11 of the Belkins Podcast

In this episode, Michael Maximoff sits down with Bruno Estrella, the Head of Growth Marketing at Clay and former Director of Growth Marketing at Webflow. Bruno shares his remarkable journey from playing soccer in Rio to leading growth strategies in Silicon Valley.

They dive deep into the challenges and strategies of scaling startups, discussing:

• The pressures and privileges of handling large funding rounds
• Strategic budgeting and planning for hyper-growth
• The complexities of Product-Led Growth (PLG) and when it's right for your business
• The role of community and ecosystem in driving growth
• Balancing brand integrity with aggressive marketing tactics
• Bruno's personal experiences transitioning from sports to tech

Don't miss this insightful conversation packed with actionable advice for entrepreneurs, marketers, and growth enthusiasts!

Timecodes:
0:00 - Intro
1:57 - Introducing Bruno Estrella and Clay's $60M funding
3:07 - First thoughts after closing the $60M funding round
4:02 - Pressure as a privilege: Handling large funding
6:38 - The anxiety of spending large marketing budgets
6:51 - Clay's bold billboard campaign in San Francisco
7:49 - Strategically timing marketing during Dreamforce conference
8:34 - Challenges of measuring ROI on billboards
9:51 - Target setting and strategic planning post-funding
10:01 - 12-month growth planning and budget allocation
13:22 - Scenario planning: Best case, realistic, and conservative
14:07 - Collaboration with CFO and investors in planning
16:18 - What makes Clay a special company
16:28 - Building community and ecosystem around Clay
18:00 - The flexibility and power of Clay's product
20:30 - Making Clay a special place: Embracing controlled chaos
23:15 - Comparing growth strategies at Webflow and Clay
26:25 - Budget allocation and stress management at Webflow
30:07 - Chasing opportunity vs. fear of missing out
32:33 - Implementing product-led growth at Webflow and Clay
35:27 - Common misconceptions about product-led growth (PLG)
37:22 - Adding sales-led motion to PLG strategy
40:07 - Scaling enterprise deals: From $40/mo to $40,000/year
42:25 - Omni-channel vs. multi-channel marketing strategies
45:25 - Importance of high volume and multi-channel in PLG
46:20 - Discussing previous experience at BAMP
48:25 - Risks of building services on single tactics
50:06 - Hiring for leadership roles at hyper-growth companies
53:35 - Traits that don't fit in startups: Need for structure
55:23 - Bruno's journey from Rio to Silicon Valley
56:40 - Transition from soccer to marketing
57:52 - Reflections on career success and immigrant experiences

Stay connected with us:
👉 Bruno Estrella - https://www.linkedin.com/in/brunoestrella/
👉 Michael Maximoff - https://www.linkedin.com/in/michael-maximoff/
👉 Michael’s newsletter “From Zero To Agency Hero” From Zero To Agency Hero - https://www.fromzerotoagencyhero.com/
👉 Belkins - https://www.linkedin.com/company/belkins/

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