How to be an anti-growth marketing agency – TechCrunch
“As a nerdy kid, I loved technology and was fascinated by how business worked,” says Cam Sinclair, founder of Australian growth marketing firm Ammo. “I always knew I wanted to find a way to help founders and innovators take their big ideas to the world. After working in political campaigns, I realized that a lot of skills overlapped with what startups needed: going fast, being lean, communicating well, being adaptable, and staying flexible.
In the final installment of our ongoing series of interviews with top growth experts, Sinclair told Anna Heim that her background in politics “inspired me to develop an ‘anti-agency‘ where startup founders could. really feel like they have someone on their team who understood their challenges and the risks they were taking.
The TechCrunch team has been working hard for the past two weeks. We had a very successful Disrupt conference, with all kinds of growth-related discussions that we’ve included links to below. We’ve also renamed our subscription service for startups, Extra Crunch, to TechCrunch + and expanded its availability to dozens of new countries (read more about that here).
First up, though, here are not one but two interviews Anna did with growth marketers. If you have a growth marketing expert who you think we should know about, let us know.
Growth Marketing Isn’t a Magic Trick, Says Ellen Jantsch of Tuff: Anna had the chance to speak with Tuff Founder, Ellen Jantsch, who explains how they hire for their team, some pros and cons of the hiring a marketing agency versus an internal marketing specialist. and more. “We work with more than e-commerce companies; we are adapting to SaaS, fintech and B2B industries and that has required us to really develop a growth model / process and not just a playbook, which means our mix of channels and tactics is always different, ”she says.
Australian growth marketing agency Ammo helps startups calibrate their efforts: Anna spoke with Ammo about their process of working with startups, how they know when a startup is ready to work with them, and how they help startups get started. develop a minimum viable brand. Sinclair, Director of Ammo, says, “In the past, we have described our role as making us obsolete, that our clients would grow enough to be able to hire their own internal marketing team. Today, we still maintain many of these client relationships in different ways by providing more strategic advice. “
(TechCrunch +) How Ryan Reynolds Mastered Authentic Marketing: During Disrupt, Jordan Crook spoke with Ryan Reynolds about his marketing agency, Maximum Effort. Jordan says, “At TechCrunch Disrupt 2021 this week, we sat down with Reynolds to discuss how startups can use ‘rapid vertising’ (a term coined by Reynolds), which involves processing cultural moments in real time. as a springboard, to build their own brand buzz.
The Subtle Challenges of Product-Market Fit Assessment: Darrell Etherington, Editor-in-Chief of TechCrunch News, moderates this Disrupt panel with guests Heather Hartnett, Founding Partner and CEO of Human Ventures; David Thacker, general partner, Greylock; and Victoria Treyger, Managing Partner and Managing Director, Felicis Ventures. Listen to them “as they discuss the more subtle challenges of finding and assessing suitability.”
How to speed it all up: In this Disrupt panel, “we have brought together some of the best minds in growth marketing across all verticals to tell you how they conquered growth in 2021”. Hosted by Danny Crichton, it is joined by Jenifer Ho, Vice President, Marketing Elation Health, Inc .; Nik Sharma, CEO, Sharma Brands; and Shoji Ueki, Marketing and Analytics Manager, Point.
How to Build Brand Buzz and Generate Influence in the Designer Economy: “What does it mean to build a brand in today’s competitive marketplace and how do you measure success? Sushma Dwivedi, vice president of communications; Alexis Gay, actor and host of the Non-Technical podcast; and Julia Munslow, editor-in-chief of special projects, Yahoo News joined Taylor Hatmaker for a panel at Disrupt last week to discuss it and more.
Google Ads for more transparency by providing access to recent advertiser history: Sarah Perez takes a look at the most recent changes to Google Ads. She says, “The changes are part of Google’s broader overhaul of its advertising business in the face of increased regulatory oversight and a broader shift in the tech industry towards technologies that promote transparency and consumer privacy. “
(TechCrunch +) The Death of Identity: Know Your Customer in the Age of Data Privacy: Ted Schlein, General Partner at Kleiner Perkins, writes about the importance of knowing your customer and how the requirements privacy policies are changing the customer data that businesses need to focus on. Schlein says: “While these developments threaten to revolutionize the way digital marketing is done today, they signal a necessary and effective change in how brands will understand their customers in the future. “