Guest: Jonathan Becker - Co-founder of Thrive Digital. Jonathan is a seasoned expert in performance marketing, having managed over $3.5 billion in paid acquisition budgets for major companies like Uber, Asana, and Square. Key Takeaways: Diversification in Marketing: Avoid over-reliance on a single marketing channel. Diversifying across multiple channels, including offline marketing, reduces volatility and risk. Creative Testing: Rigorous creative testing is crucial. Use structured testing within ad platforms like Meta to iterate and refine ad assets, focusing on different stages of the funnel. Attribution Models: Attribution remains subjective and complex. Employ multiple validation methods, including media mix modeling and customer surveys, to better understand the impact of marketing efforts. AI Integration: AI is transforming performance marketing by automating routine tasks and enhancing strategic focus. Tools like ChatGPT and Dall-E are used to generate creative assets and streamline processes. Hiring for Growth: Look for candidates with technical backgrounds and experience in managing ad channels. A strong aptitude for problem-solving and strategic thinking is essential. Topics Covered: Performance marketing strategies, creative testing, attribution challenges, AI in marketing, hiring for growth marketing, TikTok and emerging ad platforms, Snap and Uber client stories.
“You have to trust yourself and understand your strengths and weaknesses.”
“Sometimes inadvertently that leads you down the wrong path.”
“It reads like a Hollywood thriller.”
