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Growth & Acquisition Panel: The Hidden Strategies That Drive Spectacular Growth for High-Growth Companies & Big Brands

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Shanee Ben-Zur
Head of Marketing, Media, & Growth at Crunchbase
+ 3 speakers
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Growth & Acquisition Panel: The Hidden Strategies That Drive Spectacular Growth for High-Growth Companies & Big Brands
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About speakers

Shanee Ben-Zur
Head of Marketing, Media, & Growth at Crunchbase
Brian Kotlyar
Director, Demand Generation & Growth Marketing at Intercom
Varun Kohli
Head of Strategic Marketing at Symantec
Lance Loveday
CEO at Closed Loop

I’m a CMO who loves bringing together the power of brand storytelling with the efficiency and scale of growth marketing.I specialize in helping well-known B2C2B brands grow both their self-serve subscription and direct sales channels.I’m a passionate leader who rallies teams behind a shared vision for how the marketing organization can shape and impact a brand with customers and employees.-----More about me:Most CMOs specialize in either B2B OR B2C products. I've done both ✌️Thanks to my experience marketing products in B2B (Salesforce), B2C (PlayStation), and B2C2B (Dropbox, Crunchbase, NVIDIA), I've learned how marketing succeeds in both the consumer and enterprise worlds. I enjoy crafting a message for CIO's just as much as I do, for e-sports gamers.-----Most CMOs specialize in either self serve OR direct sales go to market motions.I've done both of those. Hey, I've even done channel! ✌️+ 👆.There's something gratifying about unlocking the scale and speed that only self serve growth marketing can provide. But it's also fulfilling to build a demand generation and sales enablement engine that keeps sales teams busier than they've ever been.-----I feel extremely lucky to have experienced these very different worlds. And even luckier that in my current role, leading the marketing & growth team at Crunchbase, I get to learn new lessons from an amazing group of people who have unique experiences and ideas to share.

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Brian Kotlyar leads Demand Generation and Growth Marketing at Intercom - a customer messaging platform that drives growth across the customer lifecycle. In this role, Brian is responsible for marketing and operations teams that drive new and expansion revenue. Prior to this, he led Demand Generation at Sprinklr where he helped scale from a $50M valuation to $1.8BN. Brian's first experience in SAAS was as VP of Marketing at Dachis Group (acquired by Sprinklr). He specializes in building high-performing SAAS marketing teams, and in his spare time, he is an avid cook and NBA fan.

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Varun Kohli is the co-founder and Chief Business Officer (CBO) at MachEye, an AI-driven Autonomous Intelligence stealth-mode startup. He joined MachEye from Symantec where he was the head of Global Demand, PMO and Strategic Marketing. Varun has held leadership positions in marketing, product management, and product development at both startups and large companies, and is on the advisory board of many startups. Both he and his work have been featured in major publications such as Daily Mail, Wall Street Journal, Huffington Post, MarketWatch, and USA Today. Varun has appeared in broadcast outlets such as NBC’s The Today Show, MSNBC, FOX, Kron4, ABC, and CBS. Prior to joining MachEye, Varun has worked at 9 companies, 8 of which have been acquired. These include successful exits such as Skycure (acquired by Symantec), IronPort Systems (acquired by Cisco), CipherTrust (acquired by Secure Computing then McAfee, which was later acquired by Intel) and ArcSight, which was acquired by HP after being the only company in the valley to go IPO in 2009. Varun earned his Bachelor of Technology in Computer Science from the Indian Institute of Technology (IIT), Guwahati, India, a Master of Science in Computer Science from the University of California, Riverside and studied marketing at University of California, Berkeley.

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Lance is the founder and CEO of Closed Loop. Closed Loop specializes in helping high-growth companies realize a massive profit through online advertising on Google AdWords, Facebook, programmatic display and other channels. Closed Loop has worked with numerous high-growth brands and managed over $500M in digital ad spend for our clients. Lance is also a mentor for 500startups, a 3X founder and bootstrapped Closed Loop to over $5M in ARR.

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About the talk

You’ve probably run the whole gamut of growth marketing strategies - debating between channels, tools, providers, and whether you should hire an agency or keep everything in-house. Thankfully, while many things change, there are a few growth strategies you can always rely on for results. Just stop by this panel to learn the specific growth strategies today’s most influential business leaders swear by - year after year, company after company - so you can establish a growth routine that reliably works.

00:03 Introduction

05:19 What’s your North Star Metric?

08:08 You spend a lot of time on marketing you can’t attribute

10:34 How to make your engineering team to buy into ideas?

12:37 When not to focus on your target customer

15:50 What advertising channel do you hate the most?

17:41 What is the best marketing channel for 2020?

19:22 How AI impacts Growth Marketing?

22:10 Changing mentality of Growth Marketers

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Thank you to Ben. 00:04 Thank you to Vasyl and 00:04 the growth marketing conference for hosting us and giving us the opportunity to speak. 00:06 Very excited about the panel. 00:11 We have an embarrassment of growth expertise on the stage here and we were talking a little bit upstairs and 00:13 experience that this team has. 00:21 It's really astounding. 00:21 You have to forgive my aging eyes here. 00:25 I'm gonna go back and forth with the glasses. 00:28

But by the way of getting a little more of an intro for everyone when researching your background. 00:31 I found that you seem to be a fan of Ampersands. 00:40 You have a lot of a lot of ands in your titles, 00:44 you know you're managing both acquisition and lifecycle marketing. 00:48 You've done B2B & B2C and you seem to enjoy that. 00:53 Can you speak to why that is? 00:53 Why you think that kind of bigger picture view serves you and your organizations will? 01:00

I think it's part of the growth mindset to say 01:00 Yes And. 01:07 So I just put lots of ands into my title. 01:07 I do this and that I also think like just functionally speaking it's really hard to. 01:11 Have somebody who just owns brand and not have any connection to the revenue at the end of the day so I've been lucky in that I've been in roles where people, 01:17 let me own the entire customer journey so. 01:25

When we spend money at the Top we see what it ends up doing at the bottom and when we tweak the wheels at the bottom. 01:27 We see what the impact is on the Top. 01:32 Maybe I just get bored easily. 01:35 That's the other potential thing. 01:35 Like a number of us make sure that yeah. 01:35 Brian. 01:41 You obviously you know got a front row seat to massive growth at sprinkler and then again at intercom when you started intercom. 01:41 How large was the marketing team? 01:51

The marketing team was probably I don't know 2000 people. 01:53 The team that I now lead back, 01:57 then, it was 2. 01:59 Now it's 25 someone people so then from 2 to 25, 01:59

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