E33: The Ultimate Guide to Start-up Marketing, with CEO of Thrive Digital, Jonathan Becker

Jonathan Becker, CEO of Thrive Digital, breaks down learnings from his 12+ years of running data-led marketing campaigns for top startups like Uber, Asana, and Square. Supercharge your financial operations with Maxio. Request a demo at www.maxio.com/runthenumbers for 10% off your first year. --- PSA: Run The Numbers has a new Spotify and Apple show link. Follow the links to subscribe and ensure you'll never miss an episode Apple: https://podcasts.apple.com/us/podcast/run-the-numbers/id1723787140 Spotify: https://open.spotify.com/show/0zQCkklNnVgMD364kCW5SV --- SPONSORS: Maxio | Tropic | Thoropass Maxio is the only billing and financial operations platform that was purpose built for B2B SaaS. They're helping SaaS finance teams automate billing and revenue recognition, manage collections and payments, and put together investor grade reporting packages. 🚀 Request a demo at www.maxio.com/runthenumbers for 10% off your first year. Tropic is the next-generation Procurement Platform that’s helping modern CFOs take control of their budgets and bottom line. By combining approval workflows, supplier management, and pricing benchmarks all in one place, Tropic makes savings opportunities easy to find and act on. 🌴 Visit www.tropicapp.io/metrics to learn how. Thoropass provides complete compliance management, continuous monitoring, and security audits through intuitive software and expert guidance – allowing you to do business with confidence. Learn more: https://bit.ly/Thoropass 🔒 --- FOLLOW US ON X: @cjgustafson222 (CJ) @TurpentineMedia (Turpentine) --- TIMESTAMPS: 00:00:00: Introduction 00:05:07: Google as a money-making machine 00:07:20: Differences between brand marketing and performance marketing 00:11:00: On scaling and reach of marketing 00:18:13: The Importance of understanding Customer Acquisition Cost (CAC) and Lifetime Value (LTV) 00:20:03: Metrics in marketing 00:23:43: Marketing Efficiency ratio explanation 00:30:46: Hiring and building a marketing team 00:37:14: Psychology of impatience in advertising 00:42:13: Setting clear expectations in marketing tests 00:45:23: Good campaign attribution 00:52:25: Expedia's digital marketing success story 00:54:07: Athletic Greens' success story 00:56:00: Grammarly's adoption on YouTube 00:57:36: Costs and impact of Super Bowl ads