Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment.More
Tag Archives: startup
140: Jared DeLuca: Appcues’ Director of Ops on integrating demo bookings within your product and using AI to uncover incremental lifts
Jared takes us inside the mad but amazing world of martech at Appcues – the top product adoption SaaS on the planet. We cover his transition from demand gen to ops, how he’s integrated demo bookings within the product using RevenueHero, the difference between ops and revops. More
139: Ron Jacobson: Why multi-touch attribution excels in credit distribution but fails in causality
Multi-touch attribution is a credit system, not the full story behind conversions. Incrementality testing digs deeper, asking what would’ve happened without a campaign. Don’t get stuck with basic tools; true measurement needs first-party data and statistical models. For startups, focus on nailing one channel before using tools like MTA or MMM to refine growth strategies.More
137: Liam Moroney: Rethinking measurement by balancing pipeline, brand, and long-term value in a nonlinear world
Liam handed us warm tea and one of his hand-knitted beanies as we explored how marketing goes beyond just hitting pipeline numbers. It’s about building trust, shaping perceptions, and ensuring your brand is top-of-mind when it matters. Balancing short-term wins with long-term brand-building is crucial, yet often misunderstood. Marketing’s true power lies in creating a lasting impact that drives real decisions.More
136: Benoit Leggieri: Livestorm’s Head of Growth on crafting revenue driving workflows with Customer.io
Benoit offers a behind-the-scenes look at how Livestorm’s martech stack drives growth and personalization. At its heart is Customer.io, seamlessly integrated with tools like Amplitude, Segment, and Mutiny, creating a powerful system that delivers tailored experiences while scaling effortlessly. By leveraging data-driven workflows to address user needs with precision and automating processes like product certification, Livestorm not only boosts conversions but also deepens customer relationships. More
135: Pranav Piyush: Why multi-touch attribution is broken and what you should do instead
Pranav guides us out of the labyrinth of multi-touch attribution under the clear sky of incrementality and causality, urging marketers to focus on whether their efforts genuinely drive sales that wouldn’t have happened otherwise. Early-stage startups can benefit by prioritizing simple methods like geo-based testing over complex attribution models, allowing intuition to guide resourceful experimentation.More
134: Jacqueline Freedman: Former leader at Grammarly and WeWork on how to become a trusted Martech advisor
Jacqueline straps on her jetpack and invites us to soar through the martech skies, teaching us how to navigate the journey of becoming an independent martech advisor. From hands-on execution tasks strategy and advisory projects and assembling a futuristic composable martech stack, we cover a lot of air miles. More
133: Simon Heaton: Buffer’s Director of Growth Marketing on agile sprints, holdout testing and why a CRM or GA4 isn’t in their tech stack
Simon helps us explore Buffer’s martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer’s small team thrives with efficient, data-driven strategies.More
130: Sam Oh: Ahref’s VP of Marketing on how content marketers can stay relevant with AI
Sam takes us on a masterclass covering SEO fundamentals, evolving search behaviors, AI in content marketing, refreshing attribution thoughts and work-life balance strategies. He advocates for thoughtful AI integration to enhance research and streamline content creation. Sam shares Ahrefs’ approach of prioritizing product quality and user-centric content over detailed attribution models.More
126: Michael Rumiantsau: AI’s role in democratizing data narratives for marketers
Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. This episode unpacks the future of Business Intelligence, automating insights with LLMs, and the importance of anomaly detection. Michael also discusses how proprietary data gives companies a competitive edge in the AI market.More