The Customer Acquisition Experience

In this interview, we have a chat with a customer acquisition expert who has been involved with startups since the late 1990s. He shares his experiences from the early days of online advertising, where getting access to data and analyzing it was a very manual and time-consuming process. He then talks about his time at Meetup.com, where he helped launch the company and made its first $14 of revenue. He eventually went on to start his own company, Do What Works, which aims to help businesses optimize their online customer acquisition strategies by leveraging data and experiments.

Where to reach our guest:

LinkedIn : linkedin.com/in/glusman

Website: dowhatworks.io (Company) glusman.com (Personal)

Valuable Takeaways:

• Context matters in experimentation, and patterns that emerge tend to be sector-specific.
• Many common experiments, such as changing button colors or using QR codes for customer acquisition, almost never move the needle and are a waste of time and resources.
• Focusing on high-traffic or high-importance pages, also known as golden pages, can have a disproportionate impact on results.
• Finding the right aperture for experimentation is key - not too narrow or too broad - and focusing on the building blocks of essential user experiences is important.
• Using winning experiments as building blocks can save time and resources by avoiding the need to test every single pixel.

Let’s Start Scaling!

If you’re a tech startup, spending at least $20K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#experiments, #data, #work, #people, #company, #ai, #ads, #run, #user #experiences, #online, #page, #resonate, #search engines, #learned, #fascinating, #free, #landing #pages, #interesting, #qr codes, #customer acquisition

Efrat Fenigson is a Marketing & personal branding expert, recently evolved into a Citizen Journalist when the void left by the mainstream media censorship and silencing of dissenting voices became too big to bear.
 
Efrat is a co-founder of G-CMO Forum, a community of Israel’s top CMOs from global companies, and during her career, she served as CMO & Marketing lead of companies such as Mindspace, Airobotics, Viaccess-Orca and more.
 
Efrat was featured as one of Israel’s 2022 top tech leaders by The Wall Street Journal, one of StartIsrael’s 2021 most promising marketing leaders focused on social impact, and awarded “CMO of the year” for 2019 by  Geektime magazine.
 
She has 70K followers on her independent media channels, writes for Bereshit newspaper, and hosts a Podcast called “Flattening the Curve”. Efrat holds a bachelor’s degree in computer science from Monash University in Melbourne, Australia.

Efrat's Linkedin profile: https://www.linkedin.com/in/efrat/

The international conference for branding start-up companies: https://brandacademy.co.il/show/

Generative AI Course: https://www.g-cmo.com/ai-course-2/ 

Valuable Takeaways:

• Leverage the voice of the customer to increase reach and awareness at low costs.
• CMOs should mix high-budget activities such as PPC and trade shows with high ROI channels such as organic social, direct mail, personal LinkedIn outreach, etc.
• Manage stress levels by Listening to your inner conversation and don't hesitate to get help and support from your peers and managers.

Let’s Start Scaling!

If you’re a tech startup, spending at least $20K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#companies, #adhd, #startup, #marketing, #build, #growth, #different #platforms, #audience, #hard, #wins, #people, #ideas, #data, #consultant, #managed, #understand, #implement, #fiverr, #agave, #point

In this episode, I get to speak with Eve Mamane. 

Eve is an ex-Googler and an experienced marketer who got to work with amazing companies such Fiverr, Upright and Mixtiles.

She is now the Co-Founder and CRO of a new startup - Agave Health, which develops comprehensive care for adult ADHD.

Where to reach our guest:

LinkedIn : https://www.linkedin.com/in/eve-lise-mamane-79b94954/

Website: https://www.agavehealth.com/(Company)

Valuable Takeaways:

• As an outside marketing consultant, look at the raw data for at least one year back and find interesting trends. Then, sit with people in the department to understand what has been working well for them.
• The biggest challenge for marketing leaders is to connect all the dots and create a seamless user experience from A to Z.
• Know how to say no to ideas that don't fit the strategy of the company. 
• Utilize external agencies or consultants to look at things from the outside.

Let’s Start Scaling!

If you’re a tech startup, spending at least $20K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#companies, #adhd, #startup, #marketing, #build, #growth, #different #platforms, #audience, #hard, #wins, #people, #ideas, #data, #consultant, #managed, #understand, #implement, #fiverr, #agave, #point

In this episode, I get to speak with Ilan Missulawin. 

Ilan is the founder of Clicksease (acquired by Cheq) and LiteSite, a marketing expert, and a coffee lover.

He is now helping other startups and mature companies move from enterprise sales to a more automated, intent-based, zero-touch model. He is also married to Liat and is the father of Daniella and Adam, living a digital nomad lifestyle in Thailand.

Where to reach our guest:

LinkedIn : linkedin.com/in/missulawin

Website: https://litesite.com/ (Company)

Valuable Takeaways:

• Go for the high-intent users first and show them value before your competitors.
• Focus on long tail keywords, even if the volume is low.
• Convert your product values into keywords people are searching for in Google.
• Use fear as an activator in messaging and creativity. 
• The pricing page should be educational and simple. 
• Funnel hacking competitors can help optimize your own funnel.

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#tool, #keywords, #marketing, #companies, #product, #showing, #customers, #building, #click, #ads, #competitors, #people, #website, #pricing, #intent, #page, #plexus, #business, #talk, #searching

In this episode, I get to speak with Sivan Michaeli-Roimi. 

Sivan is the VP of Marketing at Staircase AI. She is a highly analytical business leader with a positive mindset and a strong aptitude for technology. Her passion for exceeding growth targets is evident in her track record of success in developing go-to-market strategies, inbound and outbound marketing programs, product marketing, and demand generation.

With over a decade of experience in the B2B SaaS industry, Sivan has made significant strides from her beginnings in application security and developer apps to her current role in the revenue intelligence market. Her expertise in outbound marketing and publishing has since evolved to encompass product marketing, making her well-versed in various marketing channels and team leadership.

Where to reach our guest:

LinkedIn : http://linkedin.com/in/sivan-michaeli-roimi

Website: https://staircase.ai/ (Company)

Valuable Takeaways:

• Staircase AI is a customer intelligence platform that analyzes conversations between customers and vendors to identify churn risks or growth opportunities. 
• The biggest challenge in the B2B SaaS market is bringing high-quality leads and finding the right people to buy the product now.
• LinkedIn is still one of the best channels for starting business conversations.
• The call to action should be value-based. 
• Marketers should be part of the go-to-market strategy by talking to customers and prospects, reading analyst reports, and listening to sales calls.

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#linkedin, #leads, #ads, #people, #marketing, #customers, #sivan, #audience, #channels, #content #syndication, #conversations, #campaign, #demo, #talk, #ai, #challenge, #cta, #vp, #world, #content

In this episode, I get to speak with Ari Lahat. 

Ari Lahat is a passionate and experienced PPC Manager. He has worked with a variety of clients, from small start-ups to large corporations, in order to create successful PPC campaigns that generate leads and sales. 

Ari quickly realized that he had a natural talent for managing PPC campaigns, and he decided to pursue a career in this field. Ari has worked with numerous companies to develop successful PPC strategies and campaigns. He has a deep understanding of the complexities of PPC, and is skilled at finding the right balance between cost and return on investment. 

He is also highly experienced in using various tools and software to optimize campaigns and reach the maximum potential of each campaign. Ari is an expert in both Google and Bing, as well as other search engine marketing platforms. He is well-versed in the latest trends and best practices in the realm of PPC, and is always looking to stay ahead of the competition. Ari believes in building relationships with clients, and he takes a consultative approach to PPC management.

Where to reach our guest:

LinkedIn : linkedin.com/in/ari-lahat-5a46821a6

Website: https://www.mediaflowzz.com/ (Company)

Valuable Takeaways:

• Aligned your conversion goals with business KPIs.
• Focused on measurable purchases that bring value to the company 
• Create a campaign structure of brand, competitors, and generic (long tail, broad, and exact) 
• Optimized for quality score by improving ad relevance and landing page relevance.
• Establish a weekly meeting with the client and pushed communication.
• Create optimization routines for each campaign.

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#campaign, #optimize, #keywords, #conversions, #google, #client, #searches, #q4, #aligned, #optimization, #landingpage, #relevant, #qualityscore, #areas, #create

In this episode, I get to speak with Jay Gibb. He is the Founder of CloudSponge, Partner at Arizona Bay.

Jay is a Technical leader with deep entrepreneurial experience as a developer, consultant, founder, and partner. Particularly interested in very early-stage, web-based startups with a focus on product design and development. His specialties are Software development management, product design, software architecture, process definition, and execution.

Basically, they built an infrastructure that was connected with Gmail contacts, Yahoo contacts, AOL contacts, and Hotmail and live Windows Live and MSN. And basically, all the different places where people store their address books on the internet. They provided a single point of integration for those so that other companies could quickly create their own integrations with all those different address book sources and use them for different reasons.

It took them a few years but finally figured out what they really are, a tool that helps with word of mouth, that helps with virality. And they started to build more products in that direction and for that purpose.

Where to reach our guests:

LinkedIn : linkedin.com/in/jaygibb

Website: https://www.cloudsponge.com/promo/mediaflowzz/

Valuable Takeaways:

• Help your users get through the process of sharing contact information from their address book, without distractions.
• Integrate Cloudesponge with other referral programs to boost your word-of-mouth marketing.
• Use word-of-mouth as an efficient way to reduce your dependency on PPC.
• You have to create an incentive to get your users to share your product.

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#referralprogram, #people, #customers, #big, #contact, #website, #mailinglist, #mouth, #business, #picker, #incentive, #address, #product, #companies, #emails, #friends, #integration, #ecommerce, #email address

In this episode, I get to speak with Brian Walker. He is the President of  Statwax, a Digital Growth Partner for Higher Ed and B2B/SaaS.

Statwax is a digital growth partner delivering higher revenue and better returns to B2B, SaaS & Higher Ed clients. Brian oversees strategy and growth across all agency services - paid advertising, SEO, data-as-a-service, and performance creative.

Its mission as an agency is simple, yet impactful: to be the most trusted digital growth partner in B2B, SaaS, higher ed, and more. This means being the rare partner who delivers on its promises, operating with full transparency and being an employer for digital marketing enthusiasts to thrive.

At the end of the day, their goal is to grow your customer base, not your lead volume, but the actual quality of it, so that you can see revenue growth and attribute that back to your marketing efforts.

Where to reach our guest:

LinkedIn : linkedin.com/in/walkerb40

Website: statwax.com (Company)

Twitter: walkerb40

Valuable Takeaways:

• Equip your lead forms with traffic data so you can attribute revenue to your marketing channels.
• Use Supermatrics to combine ad & CRM data.
• Integrate your stack the right way, and building it from the start with a plan in place is key.
• Analyze historical data to find opportunities and build a media plan. 
• Allocate a piece of the budget for testing new channels.
• Don't trust Google automation blindly! Review your search queries regularly and control what you spend on.
• Set different KPIs based on the goal of the campaign.

 Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#ads #data #lead #customers #crm #google #linkedin #campaigns #oftentimes #keyword #saas #demo #website #hubspot #b2b #paid #spend #search #set #auditing

In this episode, I get to speak with Noa Weinpress. She is the Founder of Noa Weinpress Marketing. 

With over 15 years of experience in marketing and strategy, Her goal is to help businesses grow. She has vast experience working with international and local brands, B2C and B2B.

As a Digital and Marketing Expert, She offers her clients 360 treatment in all aspects of marketing and advertising with an emphasis on managing digital campaigns - Google, Facebook, Instagram, LinkedIn, Taboola / Outbrain, and Twitter.

 Where to reach our guest:

LinkedIn : linkedin.com/in/noa-weinpress

Website: noawmarketing.co.il/  (Company Website)

Valuable Takeaways:

• Don't make assumptions based on what you think. Conduct mini-market research and speak to real customers to find out what interests them.
• Build a marketing plan based on data you collect during the initial research.
• Speak the language that will motivate your target audience. This is really the foundation of marketing.
• Execute based on a clear media plan and follow the important business KPIs.
• Go over search terms and make sure you add negatives in order to improve your campaigns.
• Don't fully rely on Google's and Facebook's automation tools. Make sure you use them wisely and review the results carefully.
• Analyze your market and use this data to create content that will help you build a brand people relate to. 

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#podcast #thecustomeracquisitionexperiencepodcast #interview #campaigns #people #marketingmanager #ppc #marketing #brand #build #google #data #agencies #tools

In this episode, I get to speak with Jeff Fulkerson. He is helping Business Owners Thrive in Today's Digital Economy with High-Quality Web Design, Results-Driven SEO, and Performance-Based Ad Management.

He is also the Founder of  FroBro Web Technologies. They create attention-grabbing professional websites for business owners who want to find more customers online. But web design is just the beginning: we also offer blazing-fast reliable hosting & maintenance, SEO, lead generation, ad management, and payment processing services.

If you are new to the online world, they can bring your traditional business into the 21st century. If your business is already online, they can take you to the next level of effectiveness and growth.

Its mission is to be a trusted partner for its clients, developing and managing its online presence and providing them with a tailored solution that provides a positive ROI for their business.

Where to reach our guest:

LinkedIn : linkedin.com/in/jefffulkerson

Website: https://www.frobroweb.com/ (Company Website)

Valuable Takeaways:

• Combine website programming with marketing skills to build successful websites.
• Start with the design, then work on the copy, get all the SEO aspects in place, and make sure the performance is good. That's just the start. You will have to optimize from there.
• A lot of business owners think of a website as a checkbox item on the list. They don't think about SEO, speed, and messaging.
• With a professional and modern look website that loads fast and lays it out in a way that someone visiting the site gives them the information that they need and moves them to the next step.
• Add calls to action to make sure you're speaking directly to the needs of the person visiting that website.
• Use WordPress since it's highly flexible and scalable. Use it as a simple information site with a contact form or extend it to an eCommerce site when needed.
• Start building up a backlink profile to help people find it and where all that other marketing side comes in.

Let’s Start Scaling!

If you’re a tech startup or an eCommerce brand, spending at least $10K a month that wants to scale effectively, fill out the form on our website and we’ll set up a free, 15-minute consultation.

#podcast #thecustomeracquisitionexperiencepodcast #interview #website #seo #people #site #business  #build #rank #rank #themes #messaging #backlink