Lenny's Podcast: Product | Career | Growth
Mastering paid growth | Jonathan Becker (Thrive Digital)
Interviews with world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.
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Jonathan Becker is the founder and president of Thrive Digital, where he and his team have deployed more than $3.5 billion in paid acquisition budgets for companies like Uber, Asana, Square, Tempur-Pedic, and MasterClass. He spent the first part of his career mastering SEO and is a world expert in DTC, lead generation, demand generation, and user acquisition. In today’s episode, we discuss:
• Signs that your company is a good fit for paid growth
• Strategies for optimizing ad creatives
• The merits of different marketing channels: paid vs. organic search, TikTok and short-form
• Insights on attribution and how to approach it effectively
• How market conditions and AI impact paid growth
• The crazy story of how Jonathan won Uber as a client
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Find the full transcript at: https://www.lennysnewsletter.com/p/mastering-paid-growth-jonathan-becker
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Where to find Jonathan Becker:
• Twitter: https://twitter.com/jzbecker
• LinkedIn: https://www.linkedin.com/in/jonathanbecker123/
• Website: https://thrivedigital.com/
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Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• Twitter: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
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In this episode, we cover:
() Jonathan’s background
() The crazy story of how Jonathan won Uber as a client
() Interchangeable terms for “paid growth”
() Why you shouldn’t put all your eggs in one basket
() What kind of companies should pursue paid growth
() Is it possible to reach scale exclusively through paid growth?
() The evolution of performance marketing
() Advice for founders choosing between SEO and paid
() Strategies for optimizing ad creatives
() Paid vs. organic search, TikTok and short-form
() Where to spend money in order to drive growth for B2B SaaS
() Attribution in performance marketing
() The impact of AI on paid growth
() Advice for early-stage startups on hiring in-house vs. hiring an agency
() Qualifications to look for in your hires
() How Jonathan won Snapchat as a client
() Lightning round
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Referenced:
• Andrew Wilkinson: https://www.linkedin.com/in/awilkinson/
• Garrett Camp: https://www.forbes.com/profile/garrett-camp/
• TikTok: https://www.tiktok.com/
• Grammarly: https://app.grammarly.com/
• Athletic Greens: https://athleticgreens.com/en
• Supermetrics: https://supermetrics.com/
• Recast: https://getrecast.com/
• Midjourney: https://www.midjourney.com/
• DALL-E: https://openai.com/product/dall-e-2
• Shoe Dog: A Memoir by the Creator of Nike: https://www.amazon.com/Shoe-Dog-Memoir-Creator-Nike-ebook/dp/B0176M1A44
• American Kingpin: https://www.amazon.com/American-Kingpin-Criminal-Mastermind-Behind/dp/1591848148
• The Big Short: https://www.imdb.com/title/tt1596363/
• White Lotus on HBO: https://www.hbo.com/the-white-lotus
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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
Lenny may be an investor in the companies discussed.
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