Advertise on podcast: Growth with Matt Bilotti

In this episode, Matt takes a trip down memory lane and shares an update on the podcast.

In this episode, we welcome back one of the world's leading growth experts, Guillaume "G" Cabane, to zoom out and look at the entire function of growth. We talk about where it came from, what drives trends, and what people can expect from growth in the next 5-10 years. If you operate anywhere near a marketing or growth function, this episode is going to give you the perspective you need to stay ahead of the curve both for your own professional career — and the success of your marketing campaigns and growth experiments.

On growth teams, we often think of testing as our main way to learn about what users care about and are most interested in. In this episode, we talk about a major untapped angle for growth teams — design research. When Matt was at HubSpot and and Brian Balfour joined the team as VP of Growth, he spent the entire first month as a growth team only doing research before beginning any experiments in order to understand the needs, wants, and problems of the users. Joined by Matt's co-worker, Laura Oxenfeld (UX Research Manager at Drift), this episode is all about the different types of design research (generative, concept validation, and usability testing) and how they can be applied to the growth process. We apply the growth lens to each type of research and also cover how you can and should think about resourcing design research on your growth teams.

What is "growth" engineering, and how does it different from "classic" engineering? If you ask Ram Navan, who leads the pricing and monetization growth teams at Airtable, "classic" engineers create value for their customers, while "growth" engineers connect customers to the value of their product. Whew, that's a lot. Which is why, in this episode of Growth, Ram explains to Matt all the details that make up a successful growth engineering team -- from finding the team's purpose, to hiring for growth engineers, to measurement and prioritization, and more. Think of it as your handbook to growth engineering. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt on Twitter @MattBilotti, and @DriftPodcasts and Ram on LinkedIn.

Interested in leading a product-led growth strategy at your organization but not sure where to begin? This Growth episode explores three different motions you can use to accelerate growth for your online business. Rajan Sheth is a growth advisor, former VP of Growth and Self-Service at JumpCloud, and former Senior Director of Growth, GTM, and Marketing at Heroku. He's taken both a bottoms-up and tops-down approach to product-led growth models and has integrated them with self-service and sales-led motions, too. Needless to say, he's seen it all. In this Growth episode, Rajan explains the three motions that make up product-led growth models for online businesses: Self-service, product-qualified lead, and sales-assisted/sales-led. He breaks down what each motion is, how to determine which model is right for your business, the economics behind each motion, and how to structure each motion to generate demand. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Rajan on Twitter @MattBilotti, @rajan_sheth, and @DriftPodcasts.

AdRoll, a digital marketing and growth platform, has been a player in the retargeting space for 15+ years. But a few years ago, the company realized it needed to branch outside of just the retargeting category in order to build long-term relationships with its customers. This led to one big, looming question: how was AdRoll supposed to enter a new category after spending such a long time playing in one space? The answer: content marketing. Julie Zhou, VP of Growth at AdRoll, credits a content strategy focused on breadth, instead of depth, to AdRoll's expansion success. Through this strategy, Julie's team was able to figure out what content resonated with their customers and how to engage prospects at scale. On this episode of Growth, Julie and colleague Shae Henrie (AdRoll's senior content manager) join Matt to talk about what the process behind a broad content strategy looked like, how they narrowed it down as they figured out what content resonated, and why product, growth, and content teams should always be in lockstep. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Julie on Twitter @MattBilotti, @jyzhou, @DriftPodcasts, and Shae on LinkedIn.

A robust product education strategy is like an onion. It has many layers depending on where the customer is at in their product journey. When done correctly, product education will drive growth for both your customer and your business. On this episode of Growth, Matt sits down with Mark Kilens, Drift's VP of Content and Community and one of the founding members of both Drift Insider and Hubspot Academy. Matt and Mark discuss how to first approach a product education strategy, the importance of cross-pollination between product teams and content marketing teams, and if certifications should be part of your education strategy. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Mark on Twitter @MattBilotti, @MarkKilens, and @DriftPodcasts.

Willie Tran hates winning. Ok, maybe that's an exaggeration; but Willie does hate when growth teams are only focused on winning. On this episode of Growth, Willie explains why he's led his growth teams away from a culture of winning, what he's focused on instead, and how all growth teams can (and should) change their narrative. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt on Twitter @MattBilotti, @DriftPodcasts, and Willie on LinkedIn.

We’ve talked a lot about the different areas of growth on this podcast, but there’s one topic we still haven’t hit: partnerships. Partnerships go hand in hand with growth - creating a channel for companies to expand. In this episode, Chris Samila, VP of Partnerships at Crossbeam, and Matt Nicosia, Director of Growth at Crossbeam discuss different examples of partnerships and how they play a role in growth. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt on Twitter @MattBilotti, @DriftPodcasts, and Chris Samila and Matt Nicosia on LinkedIn.

Rachael Tiow, the director of ABM and lifecycle marketing at Auth0, has spent three years building an account-based marketing team from the ground up. Now, she's ready to share what she's learned to help you think about what makes a successful ABM strategy at your organization. Whether you have an existing ABM strategy, or you're thinking about implementing one for the first time at your organization, Rachael shares tips applicable to both. Hear her thoughts on a one-to-one vs. one-to-many ABM approach, her four components to any successful ABM strategy, and how to adapt ABM strategies to market shifts. Like this episode? Be sure to subscribe, leave a ⭐️⭐️⭐️⭐️⭐️⭐️  review, and share the pod with your friends! You can connect with Matt and Rachael on Twitter at @MattBilotti, @rachael_tiow, and @DriftPodcasts.

New year, new growth strategy? It doesn't have to be. In the first episode of 2022, Matt shares his eight tips for executing a strong growth strategy in the new year. Hint: It doesn't involve reinventing the wheel. Like this episode? Be sure to subscribe, leave a ⭐️⭐️⭐️⭐️⭐️⭐️  review, and share the pod with your friends! You can connect with Matt on Twitter at @MattBilotti and the Drift Podcast Network at @DriftPodcasts.

We've talked about what it takes to implement a product-led growth model at companies, but what about a sales-led growth model? In this episode, Holly Chen, the founder, chief marketing officer, and growth advisor of ExponentialX -- a Growth and Marketing Advisory and Coaching Collective -- takes us through this inverse approach. Holly has led growth at companies like Google and Slack and now sits on the boards of fast-growing companies ServiceNow and Workstream HQ. Through all of these roles, she's seen companies go from a product-led growth model to a sales-led growth model, and the inverse. So what makes a transition between models successful? How do you set your team up for success in either model? Holly answers these questions and more over the next 27 minutes. Like this episode? Be sure to subscribe, leave a ⭐️⭐️⭐️⭐️⭐️⭐️  review, and share the pod with your friends! You can connect with Matt and Holly on Twitter at @MattBilotti and @HollyNY, and the Drift Podcast Network at @DriftPodcasts.