Ten Years In The Making

As AI dominates headlines, eCommerce brands are hard at work trying to figure out how to employ cutting-edge technology to improve their bottom line.

For Oren Harnevo's Feel, however, human touch has been the secret to driving incremental revenue for eCommerce companies.

Feel builds 24/7 live sales teams for online businesses, allowing customers to connect with experts at all hours of the day. On average, Feel has increased AOVs by 50% and conversions by 35%, while decreasing product returns by 11x for its consumers.

Today, I'm sitting down with Oren to discuss how Feel is able to consistently build expert sales teams despite serving businesses across multiple niches. How do you find, hire and train great salespeople? And is it repeatable for other businesses?

You'll also hear about how AI can help online eCommerce sales teams scale, how to implement video into online sales, and why brands must clearly distinguish the difference between sales messaging and support messaging.

Key Takeaways with Oren Harnevo

• How does Feel help 7, 8 and 9-figure brands make more sales?
• Pricing a service in a way that attracts DTC brands.
• How to quickly train a sales team to be experts on a specific brand or niche.
• Building a 24/7 sales team to accommodate customers in all time zones.
• The effect work-from-home has had on formality in the workplace — and how it affects businesses of different sizes.
• Why would a company not be a good fit to work with Feel?
• Balancing the high conversion potential of video sales with customer engagement preferences.
• The importance of distinguishing between sales and support messaging when interacting with customers online.
• What impact with AI have on conversational eCommerce?

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/31

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

We're doing things a little differently in this episode as I join Drew Sanocki and Michael Epstein on the Nerd Marketing Ecommerce podcast to discuss what life will look like for DTC companies in a cookieless future.

As giants like Google and Apple relay their plans to limit the collection of third-party cookies, eCommerce companies will be forced to tap dance to come up with ways to continue personalized ad targeting. But while some people think these changes will be fatal for DTC companies, I see a few ways companies can adjust to the new normal.

As the founder and CEO of Retention.com, I'm constantly involved in the nuances of effective customer tracking. In this episode, you'll hear Drew and Michael ask me important questions about ad targeting, customer retention and data collection.

You'll also hear about the important differences between server-side and client-side tracking, how Retention's technology works, and what part of marketing you should optimize to increase sales.

Key Takeaways with Drew Sanocki & Michael Epstein

• How can brands prepare for the upcoming deprecation of third-party cookies?
• Server-side tracking helps websites collect user data at the server level instead of on the client's device. What are the long-term risks associated with it?
• The fine line between privacy and ad targeting that companies like Retention.com navigate — and why the business model has a capped ceiling.
• The differences in data collection laws between the U.S. and Europe.
• A crash course in misconceptions and realities behind the legal nuances that affect email marketing.
• Should Ecommerce stores be A/B testing abandoned cart flows or newsletters?
• Is it possible to maintain business consistency when experiencing rapid growth?

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/30

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

For many DTC brands, cracking the big-box retailer code can be a challenge.

But for Greg LaVecchia and Bloom, placement on Target and Walmart shelves has been rocket fuel on their way to 9-figure sales in just their 4th year of business.

Greg is a member of the Forbes 30 Under 30 list and the CEO of Bloom, a DTC supplement company. Along with his wife and co-founder Mari, Greg has grown Bloom to become Target's top-selling SKU in the wellness OTC vitamins, minerals and supplement department over the past 12 months.

Today, Greg sits down with me to share how he solved the puzzle of going from DTC darling to retail behemoth.

You'll also hear Greg discuss Bloom's influencer marketing program that generates more than 500K social media views per month, how he handles digital advertising when focusing on retail sales, and how to handle product innovation needs with major retailers.

Key Takeaways with Greg LaVecchia

• How Bloom became the No.1-selling SKU in Target's wellness OTC vitamins, minerals and supplements department over the past 52 weeks
• The backstory of Bloom's founding and how you can build upon one simple idea.
• Creating an in-house agency of TikTok and Instagram influencers to generate over 500M views per month as a top-of-funnel strategy.
• When do you know it's time to chase expansion for your brand?
• Busting the myth that DTC brands don't do well in big-box retailers like Target and Walmart.
• The nuances of using digital marketing ads to send consumers into retail stores to buy your products.
• The need to think further ahead with product development when selling in retail vs. selling online.
• The difference between a retail broker and a distributor, and why working with distributors can hurt product control.
• The importance of focusing on the day-to-day instead of dreaming over a future exit.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/29

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

Entrepreneurs often follow a simple code: zig while others zag.

So while the DTC mattress industry adopted the online "bed-in-a-box" model, Saatva co-founder Ricky Joshi took a different approach, prioritizing white glove delivery, 24/7 customer service and brick-and-mortar storefronts to build a $400M mattress giant.

In this episode, Ricky tells the story of how Saatva became the seventh-fastest-growing privately held retailer in the U.S. by branching beyond e-commerce and embracing physical retail.

In addition to the story behind Saatva's growth, you'll hear Ricky share insights on how he assesses which cities to open stores in, how to determine whether or not to add new product lines, and how Saatva has embraced different verticals to 2x their Average Order Value without losing the customer service touch that helped build their success.

Key Takeaways with Ricky Joshi

• How Ricky uses the marketing efficiency ratio to determine where to double down in his business.
• The one "super advantage" that e-commerce brands looking to go into retail can latch onto.
• How using physical retail stores as a customer service hub can help companies get a leg up on their competition.
• What are the factors to consider when determining which locations to open a retail store in?
• How do you know when it's time to take the leap to scaling?
• Why hasn't Saatva chosen to expand internationally despite their U.S. success?
• How Saatva has doubled its Average Order Value over the course of its growth.
• How can retail companies manage the simultaneous challenges of logistics and inventory while weighing the desire to increase product lines?
• Why sticking to a game plan can help companies weather economic turbulence.
• Has Saatva seen any revenue slowdown in the face of recent economic conditions?

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/28

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

For Mike Xhaxho, building an audience of 25,000 followers for his DTC brand WaterBoy means doing one thing: making a few videos.

With just seven TikTok videos, Mike grew WaterBoy's following from 0 to 25,000, earning millions of views on its way to hitting $10M in sales in the brand's first two years.

Today, Mike sits down with me to talk about WaterBoy's TikTok-led marketing strategy, including the story behind his first brand-building videos, the factors he considers when creating content, and why trying to create viral videos might actually stop creators from going viral.

You'll also hear about marketing tips for getting through to Gen Z, how to repurpose the same content across TikTok and Facebook, and effective ways to iterate and test content for successful ad campaigns.

Key Takeaways with Mike Xhaxho

• Why did Mike launch WaterBoy to compete with companies like Liquid I.V. and Pedialyte?
• How Mike grew from 0 to 7,000 followers with his first TikTok — and 7,000 to 25,000 with his seventh.
• The importance of focusing on quality over virality with TikTok videos.
• The difference in funnel structure when advertising on Facebook vs. TikTok.
• What are the considerations that come with paying for influencer marketing content?
• Should entrepreneurs design a new product or iterate on an existing product?
• Why authenticity beats polished brands for Gen-Z consumers.
• The element of effective ads that "will never go out of style."

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/27

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

When B2B companies find themselves trapped in a cycle of stagnation, one name stands out: Santosh Sharan.

Santosh is the president & COO of Apollo.io, the Co-CEO of ContactOut and a current consultant and advisor for me at Retention.com. He has worked with more than 15 B2B companies in major operating roles, including helping ZoomInfo grow from $8M ARR to $100M ARR and helping Apollo.io grow from $10M ARR to a $1B valuation.

Today, Santosh is here to unveil the invaluable lessons entrepreneurs can glean from his extraordinary journey, including the transformative mindsets that distinguish companies bound for mediocrity from those destined for remarkable success.

You'll also hear Santosh discuss the dangers of success-induced confirmation bias, why entrepreneurs need to embrace S-curve growth over linear growth, and how to hack your thinking to orient away from fear and into an abundance mindset.

In this episode, you'll learn:

✅ What entrepreneurs can learn from businesses that have gone from stagnation to explosive growth.

✅ How expectations of linear growth can create a limiting mindset.

✅ The 4 four categories winning teams must form to unlock exponential growth.

✅ The No. 1 killer of good ideas — and how to avoid it.

Key Takeaways with Santosh Sharan

• What can entrepreneurs learn from businesses that have gone from stagnation to explosive growth?
• The business model MailChimp used to grow from 85,000 to 450,000 users in one year.
• Why "technology does not equate to success" — and what variable to focus on for scaling instead.
• The catch-22 of how success can kill creativity and throttle growth potential.
• How Apollo, Lusha and ZoomInfo each leverage their superpowers to create success in different ways.
• How expectations of linear growth can create a limiting mindset.
• The correlation between company growth and personal growth.
• Understanding the universal law of the S-curve and how it applies to both success and stagnation for a business.
• Why raising billions of dollars can actually reduce a company's freedom to invest.
• How the "winner-take-all model" has made its way from sports, music and movies into the B2B space.
• The 4 four categories winning teams must form to unlock exponential growth.
• Why who you're saying "no" to matters more than who you're saying "yes" to.
• The No. 1 killer of good ideas — and how to avoid it.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/26

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

For eCommerce founders, the idea of doubling conversion rates without offering a discount sounds too good to be true. But for Chris Hall, it actually happened.

Chris is the Senior Marketing Manager at BRUCE BOLT, a batting glove company that went from the brainchild of its 16-year-old founder to outfitting big names in the MLB. One of the keys to BRUCE BOLT's success? Adding AI to its marketing stack.

Today, Chris sits down with me to share a detailed look at the benefits of implementing AI marketing into eCommerce, including how he used Maverick's AI personalized video technology to 2x his conversion rates.

You'll also hear Chris talk about how Maverick's technology earns him more than 100 email responses from customers each week, where he sees AI marketing going in the future, and how eCommerce success has helped him build a more meaningful lifestyle.

Key Takeaways with Chris Hall

• Chris Hall's background and the founding of BRUCE BOLT batting gloves.
• One of the most effective current applications of AI for eCommerce businesses.
• Using video content to cut through the noise to attract potential customers or employees.
• The potential for AI to move beyond text and produce fully customized marketing videos.
• How Maverick's AI videos can be implemented into eCommerce email flows.
• How Chris generates 100-plus weekly replies from customers via email.
• The eye-popping conversion rate numbers that Maverick's content can generate.
• Offering a product with pricing that's "almost too friendly" to help generate marketing buzz from satisfied customers.
• The email marketing metric Chris gets most excited about.
• The lifestyle opportunities that come on the back of a successful eCommerce business.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/25

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

Josh Taekman began his career co-founding Bad Boy Entertainment. He served as VP of Marketing, spearheading endorsements, cross-promotional opportunities, and partnerships with outside artists (Jay Z, Lauren Hill, Eminem, Busta Rhymes, 50 Cent, and others).

Josh also worked closely with P. Diddy and orchestrated his non-music oriented ventures, including co-creating and producing the infamous Sean John Clothing, which he helped grow into a $100M brand.

Today he focuses on EBOOST, the first-of-its-kind natural energy and recovery ready-to-drink beverage named "Best New Product" of 2019 by BevNET. EBOOST is now sold in over 4,000 locations across the U.S. with avid users including Oprah Winfrey, Hugh Jackman, Heidi Klum, Victoria Beckham, Michael Strahan, Madonna, Shakira, Diddy, Trae Young, and more.

In today's episode, you'll hear about Josh's celebrity-filled climb up the career ladder, including how he helped build one of the fastest-growing clothing brands in the world, how he's learned to break through mental limitations, and the most important lessons he's discovered from disrupting the D2C supplement space.

Key Takeaways with Josh Taekman

• How hip-hop shaped Josh's life and career from age 10.
• Embracing financial and career uncertainty to pursue a dream.
• Going from unpaid intern to throwing A-list parties for P. Diddy.
• Doing away with limiting beliefs to unlock your full potential.
• The creation of Sean John, which went from $0 to $100M in under two years.
• Bouncing back from business failures out of your control.
• The decision to disrupt the $21 billion supplement space.
• Why Josh looks at starting EBOOST as a "foolish and selfish" venture.
• What would Josh do differently if he could start EBOOST again?
• The most important lesson entrepreneurs can learn around building a vision.
• The common thread among D2C brands that leads to success.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/24

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

Olivier Momma is the co-founder of Ekster, a D2C brand that makes "better gear for life on the go." Think wallets, bags and accessories that aim to save customers time, so they can get back to living life.

They're best known for their breakthrough trackable smart wallets and Forbes named them "The Most Successful Smart Wallet Brand in the World."

Olivier and his partner started their first Kickstarter campaign with just an idea and a shoestring budget. They paid his sister $500 to shoot a video, which went on to raise a whopping $350,000 for the brand.

Today, Ekster is on pace to exceed $50M in annual revenue while growing from 12 to 45 employees over the past two years.

In this episode, you'll hear Olivier discuss tips and tricks for success on Kickstarter, how quadrupling employee headcount has changed his role as a founder, and the best sales channels he's found for D2C brands.

You'll also learn how Olivier landed on the Forbes 30 Under 30 list, ideas for creating an effective D2C website, and how he secured a collaboration with soccer superstar Lionel Messi.

Key Takeaways with Olivier Momma

• Who is Forbes 30 Under 30 member Olivier Momma?
• The breakthrough product that put Ekster on pace to hit $50M in annual revenue.
• The ins and outs of Kickstarter that Olivier used to sell $350,000 from a campaign with a $500 budget.
• How "benchmarking brands" can lead to success for your business.
• What are the components of a successful D2C website?
• The reason Ekster has rejected every outside capital offer.
• The new dimensions of leadership entrepreneurs have to focus on when adding headcount to their teams.
• The biggest benefit of being on the Forbes 30 Under 30 list — and how Olivier got on the list.
• How Olivier stumbled upon developing "the most advanced solar panel in the world." Scaling a performance marketing team to test more than 100 pieces of content a week.
• Ekster's three best sales channels between $1M and $10M.
• How can founders know when it's time to increase their employee headcount?
• Why Ekster focuses almost exclusively on the U.S. market as a D2C brand.
• The "calculated luck" that Olivier used to do a marketing collaboration with Lionel Messi.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/23

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1

Just over a decade ago, Curtis Matsko told his wife, "Quit your job and I will start up a company selling things on the Internet and we'll make $100 million."

Today, that proclamation has manifested into reality, with Curtis's Portland Leather Goods growing from a garage operation to a $120M+ business on pace to make more than 2 million bags in 2023.

In this episode, Curtis tells the story of how he went from a lofty idea to a concrete success story in just over a decade, including tips on people, product and process.

You'll also hear Curtis share the principles of success he believes transfer to any company, how taking a people-first approach can lead to an obsessive customer base, and the lessons from being a class clown that good marketers can learn from.

Key Takeaways with Curtis Matsko

• How Curtis grew Portland Leather Goods from zero to making more than 2M bags in a year.
• How to harness the importance of referrals to go viral.
• Using customer stories to demonstrate the value of your product.
• What does it mean to be a "marketing company?"
• The emotion entrepreneurs need to avoid to hit 9 figures a year.
• Attracting the right employees based on human qualities — not resumes.
• Using Rick Rubin's philosophy to avoid mediocrity and create greatness.
• The three people you need to make sure your business runs smoothly.
• What is the value of building a founder brand in public?
• Why taking formulas from an existing business doesn't work — and what to do instead.
• Why founders need to have conversations with peers in different industries.
• How authenticity and kindness can indirectly solve problems.

Want the Full Show Notes?

To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/22

Rate & Review If you enjoyed today's episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device.

Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/

Get The Podcast on:

• APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308

• SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw

• YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1