Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Balancing Quick Wins and Long-term Growth Strategy with Jack Foster, WorkRamp

In this conversation with VP of Marketing at WorkRamp, Jack Foster, she talks about growth and marketing. Today, you’ll hear about Jack’s first 6 months at WorkRamp, finding the balance between quick wins and long-term strategy, what she looks for during the interview process, how she structures teams, time-management and prioritisation, marketing sources, establishing team relationships, and her thoughts on marketing ops, analytics, reporting, and attribution.

Prior to joining WorkRamp, Jack spent her career leading B2B Marketing teams. She has served in roles in companies including Momentive, CATechnology, ARCserve, and Lever.

Episode Outline

[00:27] Jack’s background

[02:11] The first 6 months

[05:00] Larger teams vs hyper growth mode

[06:48] The first 90 to 180 days

[08:21] Balancing quick wins and long-term strategies

[10:09] Jack’s interview process

[12:50] Some more quick wins

[15:00] Structuring the team

[17:14] Building a marketing team mental model

[18:28] Marketing ops and analytics

[20:01] Brand design, reporting

[21:18] Goal Setting

[22:29] Attribution

[23:41] A baseline percent source for marketing

[25:01] Is direct traffic counted as part of marketing?

[26:43] Establishing team relationships

[29:18] How does Jack manage her time?

[30:58] The role of marketing

Connect with Jack

LinkedIn

Website

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

Growing Unicorns

Podcast

Audio

Demand Generation

Growth

In this conversation with KC Chan, Digital Growth Transformer, he talks about digital growth. KC has extensive experience in digital marketing, with interests in growth hacking and Flywheel customer-centric strategies. His career experience in e-Commerce ventures, marketing ROI reporting, and lead generation insights has allowed him to excel at collaborating both vertically and horizontally. KC’s work as a digital growth transformer helps companies stand out both creatively and quantifiably. He is a speaker at the London Social Media Week, and is an expert user on Asana, HubSpot, and Salesforce.

KC holds a BSc in Accounting and Finance from the University of Warwick Business School, an MA in Management from Durham University Business School, as well as numerous certificates in marketing.

Today, you’ll hear about using video as a growth tool, the most effective ways to ensure videos are seen, defining the engagement rate, using email versus video message, and some best practices.

Episode Outline

[00:30] Introducing KC

[01:26] Getting into growth

[03:13] Video as a growth tool

[05:27] Categorizing video variations and usage

[07:46] Effective ways to make sure someone sees a video

[10:23] Email vs video message

[12:48] Defining engagement rate

[15:47] Best practices

Connect with Kasey

LinkedIn

Twitter

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

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