In this episode of the GrowthTLDR, we talk to Shane Murphy-Reuter, who heads up marketing for Intercom. Shane leads a marketing team of +70 people at Intercom, helping the company to move upmarket. We talk to Shane about paid advertising and how companies can more effectively split their budget across direct and brand advertising. We get into how most B2B brands don't do brand advertising well and give examples of companies who excel in that area. We then discuss the three categories of paid advertising, brand, problem, and product, and how companies should use them. Happy Growing!

EP157: How the Best Brands Use 3 Categories of Paid Advertising to Grow

The GrowthTLDR podcast is a weekly interview series with both leaders and practitioners who have real knowledge to share on what it takes to grow a business. Unlike most podcasts, we don't just focus on tips and tricks. We get to know the real story behind their success. And we try to have fun while doing it. Sick and tired of the same old boring business chat? Then listen to an episode of the GrowthTLDR, you won't regret it. If you're interested in being on the show, e-mail kieran@growthtldr.com.

Business

Investing

Careers

Management & Marketing

Business News

Shopping

Marketing

Entrepreneurship

Marketing should be a disruptive force. Today, data has turned a lot of marketing into a rigid force.  In this episode, we talk about how you can market against the grain.

Marketing Against the Grain

In this episode of the GrowthTLDR, we talk to Dennis Kelly, the CEO of Postalytics. Postalytics is making direct mail part of the marketing automation playbook. We talk to Dennis about why his previous company Boingnet pivoted to become Postalytics and how he knew it was time to make that change. We asked Dennis about the common mistakes founders make, how he hires executives onto his leadership team, and the hardest part of growing a SaaS company.

How to Grow a Company and Avoid Common Mistakes with Dennis Kelly of Postalytics #EP179

 In this episode of the GrowthTLDR, we talk about how the unbundling of platforms like Craigslist, Reddit, and LinkedIn presents opportunities for digital communities to serve the needs of their audience better. We go through the famous example of Craigslist and how its unbundling resulted in a series of billion-dollar startups. We give examples of how the same thing is happening to Reddit and LinkedIn. But what does this mean for B2B? We go through how you should think about unbundling and the rise in digital communities' popularity related to your companies' growth. We give examples of when you should consider starting a digital community and its benefits. Happy Growing!

How Unbundling & Rise of Digital Communities will impact B2B Growth #EP178

In this episode of the GrowthTLDR, we get into how you do customer acquisition and onboarding for companies with horizontal markets. That means their product serves the needs of many customers. Examples of fast-growing products with horizontal markets are the likes of Loom, Calendly, and Miro. We talk about the challenges of building a great onboarding flow with such a broad set of customers, why all products have some customer persona in mind, and examples of tactics used by product-led companies to fuel acquisition and improve user. activation rate. Happy Growing!

Customer Acquisition and Onboarding for Products with Horizontal Markets #EP177

In this episode of the GrowthTLDR, we cover a common question, how do the best companies pick winning markets. We use Strava, the social network for athletes, and ask how they would pick who to build their go-to-market around. We cover how they might access a market's profitability, what market they should build product features for, and how they should think about building a plan for audience growth. Happy Growing!

EP157: How the Best Brands Use 3 Categories of Paid Advertising to Grow

Download our free app to listen on your phone