“I like to think of successful brand-building as creating a company that customers would be upset to separate from their identity,” growth marketing expert Julian Shapiro told us earlier this. “For example, they’d cease to be the man with Slack stickers all over his laptop. Or the woman who no longer wears Nike shoes . And that bugs them.” Shapiro comes from a technical background as a repeat and open-source web developer. But these days, as the co-founder of growth company Demand Curve and startup growth agency Bell Curve, he advocates telling your story by speaking from the heart. We interviewed him earlier this to hear more about how he saw marketing in 2021.
Elsewhere onthis week, we published guest columns about using influencers in early-stage brands and the global retail media spending trend. We talked to Growth Folks, a growth marketing organization in India.
But first, here are a couple of the most recent recommendations from founders in our startupsurvey. (If there’s a growth marketer that you’ve enjoyed working with, .)
Marketer: Bili Sule, algorithmRecommended by: Femi Aiki, Footlocker
Testimonial: “Bili has a proven track record of driving growth as the former at Jumia Nigeria and a senior growth consultant for Founders Factory Africa. She can cut through the jargon/vanity metrics and has found a way to consistently and reliably engineer growth for us. What’s unique about Bili’s approach is that her . She is experimental approach to unlock growth across various business pillars, from marketing to product and operations.”
Recommended by: Marwen Refaat,
Testimonial: “Jack is incredibly talented at both growth hacking and building an automated growth engine. He has been tremendously helpful to our team.”
: India is producing a vast, well-funded new generation of startups, and increasing sophistication in growth marketing is one reason. “Companies have started realizing the true importance of having a fully functional growth team, and they have started acknowledging their one metric that matters as well,” Srivastava told us in a recent interview. “The have also started setting up many experiments and have taken a data-driven approach to solving a problem. Now, I see many startups going out of the box and trying to find new ways of acquisition. They haven’t restricted them to acquiring users via the traditional ways, and that’s why you see so many ideas going viral so easily.”
Jonathan Martinez, an experienced growth marketer, breaks down influencer marketing. Martinez notes, “When reaching out to influencers, it’s a sheer their attention and pitching your brand, but there are myriad ways to increase response conversion.”
Cynthia Luo, head of marketing at Epsilon, discusses what modern marketing was in 2021. Luo also talks about how businesses have had to adapt during the . Luo says, “As e-commerce becomes a dream marketing channel, reaping the benefits of retail marketing is only possible if the marketplace equips brands with the right tools and data sets.”
Eric Eldon, Extra Crunch managing editor, spoke with Julian Shapiro about how companies communicate with the public. Shapiro offered insights from his experience as an angel investor, “I’m interested in businesses with product-led growth, brand affinity moats, and who get harder to compete with the larger they get.”
Jenny Wang, principal investor at Neo, gives insights into the challenges startups now face to launch their customer base and provides tactics to help them do so. In this article, Wang discusses what the playbook was like five years ago and said, “ … it’s never been trajectory.”
Salesforce published a marketing report that uses a double-blind survey they conducted. The report lists the five “Most Valuable Marketing Metrics/KPIs” and looks ahead at “Digital Marketing Tactics.” the survey has five main chapters, “Marketers Embrace Change with Optimism,” “As Customers Go Digital, Marketing Steps Up,” “Collaboration Drives the Market-from-Anywhere Era,” “Marketing Is Spelled D-A-T-A,” and “Metrics and KPIs Continue to Evolve.” When looking at digital channels, they mentioned, “Even those digital channels that may have been classified as emerging in are seeing mass adoption. Mobile messaging, for instance, is used by 69% of marketers, and nearly two-thirds of organizations use audio