Growth @ Scale

Don’t just make buttons… Design for performance | Lawrence Valenti, CCO and Managing Partner at Scalio | Episode 25

Lawrence Valenti is the Chief Creative Officer and Managing Partner at Scalio, a product design and development agency, as well as an acting advisor for firms in gaming, ad tech, and growth. He has managed teams with King, GSN Games, and Apple.

 

In this episode, we discuss:

• The importance of design and creativity in business
• What happens to design in a post-AI world
• The role and influence of psychology in design choices
• Why creative strategy, iterative testing, and consumer insights matter
• How investing in usability and intuitive design can yield ROI

 

Chapters:

 

(0:00:05) Introduction to Lawrence Valenti (background & experience)

(0:02:28) The importance of design and creativity in business

(0:06:01) The influence of human psychology on consumer behavior

(0:09:57) The use of gamification in non-gaming industries

(0:11:57) The benefits of adding gamification features

(0:12:38) The value of guided onboarding in complex products

(0:13:07) The ‘Mom Test’ as a filter for gaming experiences

(0:15:23) The importance of measuring ROI on design

(0:17:30) The potential impact of design on marketing results and growth

(0:20:28) Mitigating risk in creative and maximizing ROI 

(0:21:55) The value of early validation and testing in design

(0:25:33) The power of using data to inform creative decisions

(0:26:23) The benefits of a disciplined approach to creative

(0:27:23) The importance of testing and iteration in creative development

(0:28:41) The potential pitfalls of making assumptions without customer input

(0:29:34) The future of creative, including generative AI and improved tools

(0:33:40) The potential for AI to automate and optimize creative processes

(0:35:59) The time-saving benefits of using generative AI in concepting

(0:36:53) The excitement around the current state of creativity and tech

(0:36:53) The potential for increased productivity and self-expression in design

(0:36:53) The role of AI in shortening the timeline for creative problem-solving

(0:37:26) Analyzing tech stacks and making AI products more consumable for non-technical users

(0:38:13) Using AI to automate tasks like writing dating profiles

(0:38:58) Discussing the pivotal state of current AI tools

(0:39:27) Conclusion and closing remarks

 

Link to Transcript

Episode 24 – Raise a glass to innovative user acquisition strategies – Andrew Allison – CEO of Libation Labs

Andrew Allison is the CEO of Libation Labs, a company focusing on user acquisition within the wine industry through their app called Cuvée. His background is a blend of wine heritage and a robust startup and digital advertising career. 

 

In this episode, we discuss:

• Using performance marketing to help wineries acquire customers through the Cuvée app
• Purchasing and optimizing a hot air balloon company as a strategic move to acquire high-quality consumers 
• Businesses need to remain focused on the fundamentals of customer onboarding
• Successful fundraising hinges on presenting investors with a clear narrative and a believable, scalable business model
• The importance of customer interviews, especially focusing on reasons behind a customer’s choices rather than product features

Chapters:

(0:00:05) Introduction to the podcast and guest Andrew Allison

(0:00:48) Andrew's background and experience

(0:01:18) Explanation of W set, too and its significance in the wine industry

(0:02:54) Discussion about bar-hopping app and its acquisition by Young's

(0:04:15) Andrew Allison's experience at Vungle and the growth of the company

(0:06:05) Lessons for scaling a B2B company and the importance of focusing on the end user

(0:08:56) Andrew Allison's role in M&A scouting for Deca Games

(0:10:43) Introduction to Libation Labs and its purpose in the market

(0:11:37) Overview of Libation Labs and its future goals

(0:11:37) Introduction to Libation Labs and Cuvée app

(0:12:39) Business model and user acquisition for wineries

(0:14:05) Challenges in the wine industry and need for Libation Labs

(0:15:44) Fragmented nature of wine tours and need for itinerary planning

(0:18:10) Buying a hot air balloon business to acquire customers

(0:19:18) Thinking outside the box for customer acquisition

(0:20:36) Benefits of acquiring a hot air balloon business

(0:21:53) Using the hot air balloon business to drive users to the app

(0:22:32) Results and success of the hot air balloon acquisition

(0:23:14) Similar audience between hot air balloon riders and wine tasters

(0:23:41) The potential for expanding a hot air balloon ride business into other experiences

(0:24:54) Importance of pre-qualifying consumers in a post iOS 14 environment

(0:26:09) The need to focus on intuitive fundamentals of online and offline on-ramping

(0:27:25) Marketers should consider the consumer's story and narrative

(0:28:58) The importance of talking to customers and understanding their motivations

(0:29:37) Recommendation for the book "Growth Levers" by Matt Lerner

(0:31:55) The importance of conducting customer interviews properly

(0:32:59) Avoiding feature-focused discussions in growth marketing

(0:33:47) The importance of a clear narrative and belief in the founders when securing funding

(0:35:16) Tailoring fundraising approach to the individual investor

(0:36:05) Andrew Allison's ambitions for Libation Labs

(0:36:36) Fundraising is a full-time job

(0:37:45) Conclusion and thanks for tuning in.

Read the transcript

Know your boundaries and focus | Jason Parmar - Ad Monetization Expert | Episode 23

Jason Parmar is an ad revenue expert with over ten years of experience in ad monetization. He’s spent time with massive companies like Microsoft, King, Activision/Blizzard, and Oath, where he honed his skills in digital advertising and revenue growth.

 

In this episode, we discuss:

• Ad monetization is crucial to revenue generation, and is trending towards automation 
• Hybridization: in-app purchases + ad monetization will boost your engagement/revenue
• Ad placement testing: Understand your boundary conditions to integrate ads without compromising UX
• Regulation and technology influence how companies approach user acquisition and ad tech trends

Chapters:

(0:00:33) Introduction of Jason Parmar, a monetization expert

(0:01:07) Jason's background and experience in ad monetization

(0:02:52) Definition of ad monetization and programmatic advertising

(0:05:09) The importance of ad monetization and its potential revenue

(0:07:03) Example of using ads to drive in-app purchases

(0:08:44) Introducing ads in a way that enhances user experience and revenue

(0:10:21) Testing and setting boundaries for ad monetization

(0:11:34) Overcoming concerns and objections to ad monetization

(0:12:01) In-app purchases and revenue growth

(0:12:31) Testing the market in India for profitable user acquisition

(0:13:01) Rewarded video ads as a popular and tolerated format

(0:14:21) Optimizing in-app purchases and advertising for user growth

(0:17:26) International expansion and bundling Indian inventory for advertisers

(0:19:22) Considerations for large companies starting ad monetization

(0:20:47) Setting quality bar and boundary conditions for ad monetization

(0:21:38) Addressing concerns about ads cannibalizing users

(0:22:48) Having a long-term plan for tapping into different advertising options

(0:22:55) Introduction to the main topics of the discussion 

(0:23:09) The importance of never running ads without setting boundaries

(0:24:33) The significance of using a unified auction for ad efficiency

(0:25:39) The impact of latency on user experience and ad monetization

(0:28:08) The threshold for considering direct sales and the benefits of partnerships

(0:30:42) The ideal number of monthly active users to start direct sales

(0:31:53) Reasons for pre-buying ads instead of going through auctions

(0:32:19) The importance of guaranteed inventory for advertisers

(0:33:18) Realizing technical issues with ad delivery and the impact on performance

(0:33:59) Fixing technical debt and changing the ad server can significantly increase revenue

(0:34:30) User acquisition teams often overlook the revenue from ad monetization

(0:36:19) Ad whales and the importance of considering ad monetization alongside IAP

(0:37:44) The need for data science and predictive abilities to determine user value

(0:38:15) The importance of ad monetization and user acquisition teams working together

(0:39:53) The idea of purchasing more ad opportunities as a subscription

(0:41:01) Emerging trends in ad tech, including regulation and new ad formats

(0:43:28) The rise of subscription offerings and the potential for more ad-free versions

(0:44:31) The resurgence of lifecycle marketing and direct sales in the digital space

(0:46:03) The role of salespeople in the future of ad tech

(0:46:49) Programmatic guaranteed and automation in ad sales

(0:48:29) Efficiency and automation in direct sales

(0:49:03) The role of media planners in leveraging tools for inventory

(0:50:17) Building lasting partnerships in ad sales

(0:50:43) Lead generation and automation in ad sales

(0:51:11) Opportunities for bespoke and custom ad sales

(0:51:29) Conclusion and closing remarks

 

Link to Transcript: https://www.mavan.com/growthscale-episode-23-jason-parmar/

Disclaimer: 

All opinions are Jason's own, and do not represent the position or opinions of the Company.

Putting the ‘U’ in ‘UGC’ | Aaron Peever - Creative Director, MAVAN | Episode 22

Aaron Peever is an award-winning copywriter and Creative Director who has worked on national campaigns for brands like Mastercard, Wendy’s, Scotiabank, and Kia. Aaron’s background in comedy writing and performance gives him a unique ability to effectively channel a brand’s voice and personality, blending humor with insightful advertising strategies. 

 

In this episode we discuss:

• Crafting brand messages requires thorough understanding and consistent tone
• Every marketing effort must have a clear, purpose-oriented goal
• User-generated content is effective for its authentic presentation and cost efficiency
• Strategies in leveraging influencers have shifted towards format rather than reach
• Using AI for ideation aids in the creative process requires human finesse

In this episode, we cover:

(0:00:05) Introduction to the podcast and its purpose

(0:00:32) Introduction of guest Aaron Peever

(0:01:19) Aaron's background in comedy and transition to advertising

(0:02:23) The value of comedy skills in advertising and marketing

(0:03:49) Common mistakes in copywriting and annoying ad tropes

(0:05:15) Frustrations with client feedback and dilution of creative ideas

(0:07:11) Examples of large campaigns worked on at traditional agencies

(0:08:41) The opportunity to work on tangential brand projects with big budgets

(0:09:14) Examples of working with Wendy's and Mastercard

(0:10:12) Enjoying Wendy's food during remote work on the Wendy's campaign

(0:10:12) Discussion about eating Wendy's as a creative team

(0:10:45) Story about a pitch for a tobacco company

(0:11:49) Conversations about client expectations and integrity

(0:12:48) Example of hiding water bottles for an environmentally friendly appearance

(0:13:14) Contrasting differences between working at a large agency and a growth agency

(0:14:12) Importance of understanding a brand's personality for effective copywriting

(0:15:02) Comparing brands to characters and the need for consistency

(0:15:57) Old Spice's consistent branding and personality

(0:17:22) Challenges of non-creatives giving feedback to designers

(0:19:57) Advice for non-creatives to effectively communicate with the creative team

(0:21:03) Struggles with creating effective ads and getting alignment on the goals

(0:22:18) Importance of communication and aligning on the objective of the ad

(0:24:13) Benefits of user-generated content (UGC) ads and making ads that don't look like ads

(0:26:37) Challenges with influencers and the shift towards UGC

(0:30:38) The value is in the format, not necessarily the influencer, for UGC ads

(0:31:46) Validity of mommy bloggers and the influence of consumer behavior

(0:32:26) The evolution of advertising and the importance of media literacy

(0:32:57) Speculation on the future of advertising and the impact of AI

(0:34:32) The current state of generative AI tools and their limitations

(0:35:09) Identifying AI-generated content and the need for human touch

(0:36:25) AI tools for transcription and content rewriting

(0:37:24) Using AI to eliminate baseline arguments and explore new ideas

(0:38:07) The early stage of AI in creative ideation and collaboration

(0:38:51) The skepticism and limitations of generative AI

(0:39:31) The benefits of AI in visual concepting and client collaboration

(0:40:55) The time-saving aspect of AI in the creative process 

(0:41:35) The importance of optimizing tasks for AI integration

(0:42:06) Focusing on what humans are better at 

(0:42:23) Staying ahead of AI

(0:42:29) Shifting focus to what AI can't do

(0:42:33) Promoting MAVAN growth agency

(0:42:43) Closing remarks and subscription reminder

Episode 21 – A logo doesn’t equal a brand – Kyle Shields – Creative Director, MAVAN

Kyle Shields is an award-winning art director, designer, and creative director who has found success in branding, advertising, and growth marketing. After spending a decade spearheading successful ad campaigns for brands like Wendy’s and MasterCard, Kyle now lends his innovative expertise as Creative Director at MAVAN.

 

Matt and Kyle dive deep into the tenuous and nuanced relationship between creativity and growth. Kyle highlights how to define and leverage your brand audience to create an effective growth strategy, the importance of creative testing and brand consistency, and AI's transformative impact on creatives.

 

Key Takeaways

• 🎨Your creative approach should be a balance of flashy advertising and effective audience alignment
• 👥Perceived audience may differ from actual audiences, which is why creative testing is crucial for determining effective marketing strategies
• 🔗Developing an early brand guide is instrumental for scalable businesses and brand consistency, which builds consumer trust and recognition 
• 🚀 AI's rapid advancement in creative fields presents both opportunities and challenges, urging creatives to continue to adapt and harness new tools for continued relevance

Chapters

 

(0:00:05) Introduction to the podcast and guest, Kyle Shields

(0:01:37) Kyle's background and experience in design and advertising

(0:03:09) Transition from Deloitte to working at small ad agencies

(0:04:35) Highlights of working for big campaigns and brands like Wendy's and Mastercard

(0:08:55) Misconceptions about the interplay between creativity and growth

(0:10:41) Balancing creative and performance in advertising and growth

(0:11:59) What traditional advertising can learn from performance and growth

(0:12:15) Misconceptions about small target audiences

(0:12:53) Brand example: Fireball Whiskey's audience pivot and gradual success

(0:16:07) Consistency and repetition in messaging and branding

(0:18:15) Importance of testing in creative and product development

(0:19:17) Brute force acquisition strategy and the role of creativity in acquisition

(0:20:56) The long-term benefits and impact of creative testing

(0:21:57) The importance of cohesive creative across the customer journey

(0:22:25) Importance of creative testing at scale in the gaming industry

(0:22:58) Importance of consistency across messaging and brand voice

(0:23:33) Importance in isolating creative variables in testing

(0:24:22) Clean, usable data is necessary for effective testing

(0:25:09) Importance of a holistic brand approach beyond just logo design

(0:26:11) Capturing relevant creative data to inform future creative decisions

(0:27:47) Challenges in defining and reinventing your brand

(0:28:26) Overlooking the importance of brand expression and consistency

(0:30:21) Setting up brand guidelines and educating the team

(0:31:57) Skipping steps in brand development and the cost of scaling

(0:33:14) Brand's connection to company culture, tone of voice, consistency in brand DNA

(0:34:23) The importance of consistency within your brand DNA

(0:36:33) Brand example: Red Bull's commitment to brand integrity 

(0:37:31) Core exercises for creating a brand from scratch

(0:41:44) Rapid advancement of AI, including social media and in the creative job market

(0:45:19) The future of AI tool adoption in design and automation

(0:50:59) AI-generated content will lead to more creative competition and content

(0:56:16) Photoshop's impact on photography shows how perceptions change over time

(0:59:58) How AI will change and enhance creativity rather than replace it

(1:05:08) How AI can provide accurate, in-depth information quickly to change the way we learn

(1:07:14) The interplay between AI, business, and human experience over the next 20-30 years

(1:08:55) Conclusion and closing remarks

Link to Transcript

 

Find the transcript for this episode at: https://www.mavan.com/growthscale-episode-21-kyle-shields/

Episode 20 – Embrace failure and grow – Malachi Rose – VP of Growth, MAVAN

Malachi Rose is the VP of Growth at MAVAN. With over 17 years of experience in growth, he has led growth teams at companies like Zynga and Digit.

Malachi and Matt discuss sustainable and scalable growth strategies, and the importance of problem-solving in growth. Malachi emphasizes the need for data-driven decision making, the value of customer feedback, and the benefits of testing and iterating. 

(0:00:05) Introduction to the podcast and guest, Malachi Rose

(0:00:52) Malachi's background in growth and experience at different companies

(0:03:26) Joining Zynga and the challenges of restructuring their growth teams

(0:06:17) Transitioning to a startup called Digit and building a growth team

(0:07:39) Malachi's current role at Maven and problem-focused approach to growth

(0:08:49) Growth as a systematic, data-driven approach to scaling a company

(0:09:30) Identifying growth constraints and systematically solving problems

(0:10:01) The focus on revenue and profitability in growth strategies

(0:10:38) Challenges in determining where to allocate resources efficiently

(0:10:57) Evolution of growth over the last 20 years and its meaning

(0:10:38) SEO and managing growth efficiently

(0:11:41) Sequencing growth techniques for highest impact

(0:13:35) Evolution of growth teams and cross-functional collaboration

(0:17:04) Over reliance on intuition and optimism in early-stage companies

(0:18:28) Need to address product health before focusing on growth

(0:19:03) Underestimation of time and effort required for growth

(0:19:26) Unrealistic expectations for quick success in competitive markets

(0:20:16) Underestimation of time, complexity, and cost due to lack of knowledge

(0:20:16) Expecting immediate results and quick ROI in growth strategies

(0:21:11) The importance of having a sufficient budget for paid acquisition.

(0:23:39) Embracing failure and learning from it is crucial for growth.

(0:25:23) Investing in failure and allocating time and budget for learning.

(0:29:20) Structuring growth experiments to answer core questions and minimize impact.

(0:30:28) Leveraging platforms for learning and scaling purposes.

(0:31:41) Media buyers not incentivized to try new things due to roas pressure

(0:32:35) Separate budget for testing and exploration

(0:33:33) Apply confidence intervals to minimize loss and maximize learnings

(0:34:30) Growth is a continuous process of testing and optimizing

(0:35:08) Siloing and lack of shared goals hinder growth at scale

(0:36:45) Big companies become siloed, slow, and have siloed data

(0:37:37) Maintaining openness and shared goals is crucial for growth

(0:39:55) Talking to customers is essential for product and marketing improvement

(0:41:09) MVP everything to validate ideas and reduce Hail Mary attempts

(0:42:08) Defining MVP, doubling down on what works, having a measurement plan

(0:43:39) Balancing bias and intuition with consumer insights and data

(0:44:42) Using data-driven decision making and testing to drive growth

(0:45:38) Reaching out to customers for feedback, focusing on high-impact areas

(0:47:10) Conclusion and closing remarks

Episode 19– Flexing your A/B Muscles – Rich Skinner – Head of Data, MAVAN, formerly Google, Zillow, Zynga

Matt Widdoes interviews Rich Skinner, Head of Data at MAVAN, on the importance of data and experimentation for business growth. They discuss the common mistakes businesses make when it comes to data, the key data points to track, and the benefits of running experiments.

Rich emphasizes the need for a data culture and the importance of starting with simple tests before moving on to more complex ones. He also highlights the value of continuous learning and iteration in driving sustainable growth.

 

[0:00:05]

Introduction - Rich Skinner, Head of Data at MAVAN

[0:02:36]

The importance of data for growth and decision-making

[0:04:11]

The difference between those who value data and those who don't

[0:05:43]

The need for data readiness and a data culture

[0:06:53]

The gaps in tracking and measuring data in early stage ventures

[0:07:37]

Lack of measurement around conversion

[0:09:01]

Difficulty in tying together online and offline customer journeys

[0:09:51]

Importance of constant data quality and regular reporting

[0:10:15]

The need to regularly review and analyze data for business understanding

[0:12:04]

Challenges of setting up and leveraging data correctly

[0:14:22]

Starting with the most fundamental metrics that matter to the business

[0:16:54]

Maturation cycle of businesses and evolving metrics over time

[0:18:10]

Making optimizations at every stage of the funnel

[0:19:30]

Importance of experimentation and identifying optimization opportunities

[0:20:14]

Importance causal methodology in business

[0:22:15]

Best practices for early testing in businesses

[0:24:09]

Importance of hero section and emotional appeal in web design

[0:24:59]

Using the jobs to be done framework for landing pages

[0:25:25]

Getting started with A/B testing and statistical significance

[0:26:04]

Challenges and biases in A/B testing

[0:28:58]

Most A/B tests are flat

[0:29:12]

Minor changes and avoiding false positives and negatives

[0:31:49]

Decisions made based on limited data or dirty tests.

[0:32:20]

Making changes in A/B testing has trade-offs.

[0:33:05]

Do no harm thresholds and other metrics impacted by tests.

[0:34:29]

Consider dependencies and silent latent metrics in testing.

[0:35:21]

Accounting for multiple touchpoints and subtests in testing.

[0:36:27]

Addressing seasonality and interactive effects in testing.

[0:38:02]

Ensuring equivalent splits and measuring aggregate impacts.

[0:39:03]

Using holdout groups to measure overall impacts of tests.

[0:40:28]

Success in testing comes from incremental improvements over time.

[0:41:38]

Analogy between A/B testing and weightlifting in the gym.

[0:42:07]

Importance of following best practices in A/B testing and gym workouts

[0:42:59]

The biggest impediment to A/B testing is a culture without a culture of testing

[0:43:58]

Creating a habit loop and culture of testing is crucial

[0:44:29]

Starting small and being consistent in A/B testing yields substantial gains

[0:45:07]

Conclusion - Don’t forget to subscribe to Growth@Scale

Episode 18 – Create a Winning Sales Strategy – Kevin Kinnison, Sales Expert, Client Partner Lead, Adjust

In the latest episode of Growth@Scale, Matt sits down with sales and customer success marketing expert Kevin Kennison to discuss the fundamentals of creating a holistic, process-based approach to sales for early-stage founders. Kevin lends his expertise and advice on what makes a great salesperson, and how to cultivate a results-oriented sales strategy that aligns with your company’s short-term and long-term goals.