Growth marketing roundup: cool SaaS, marketing lies, VR ads and more

Published July 10, 2021

One might think that a short week due to a U.S. holiday calls for a short weekly recap, but we have plenty to share about growth marketing from our coverage over the week. With the help of your recommendations, this week we were able to interview Peep Laja and Lucy Heskins, and publish multiple guest columns on growth-related topics including homepage testing, marketing lies to watch out for, VR ad opportunities, company-naming and ad compliance.

TechCrunch is collecting responses in this survey to find the best growth marketer for founders to work with. We’ve included some of our favorites, below the links.

This early-stage marketing expert says ‘B2B SaaS is actually very, very cool now’: Extra Crunch reporter Anna Heim interviews Wales-based growth marketer Lucy Heskins about her experience working with start-ups, how content marketing is best used, and more!

Navigating ad fraud and consumer privacy abuse in programmatic advertising: Did you know that “ad fraud exceeded $35 billion last year, a figure expected to rise to $50 billion by 2025”? Jalal Nasir, CEO of marketing compliance startup Pixalate, lends his thoughts about how business leaders and brands can ensure they don’t fall victim to the problem.

To stay ahead of your competitors, start building your narrative on day one: Anna also sat down with Peep Laja to discuss the importance of a startup being the one to write their own narrative and how it can mature with the company.

Demand Curve: How to double conversions on your startup’s homepage: Head of content Nick Costelloe looks at when it’s good to be unique, and when it’s best to stick to the status quo when working to double conversions on your homepage.

(Extra Crunch) Demand Curve: 10 lies you’ve been told about marketing: For subscribers, Costelloe goes through 10 lies you’ve heard about marketing, and what to try instead to create better results.

(Extra Crunch) Can advertising scale in VR?: Have you been on the fence about VR advertising for your company? AR/VR analyst Michael Boland lists out the pros and cons in this article.

(Extra Crunch) What I learned the hard way from naming 30+ startups: Naming a start-up might require more thought than you imagined. Marketing executive Drew Beechler takes us through what should be considered when picking out a name, like strategic alignment.

As always, please let us know if you can recommend a top-tier growth marketer who works with startups by filling out this quick survey.

Marketer: Nikita Vorobyev

Recommender: Ruby Club

Testimonial: “Nikita & his company, Buildrbrand, have worked tirelessly to bring my idea to life and did everything in his power to get it to the level it is today. He & his team created a world-class conditional quiz visual experience that I think would be really cool for him to share with the industry. He doesn’t know I nominated him, but I definitely wanted to give back to him in any way I can since I believe his agency creates some of the best brands going viral online right now.”

Marketer: Max van den Ingh, Unmuted

Recommender: Harry Willis, ShopPop

Testimonial: “They [have] shown considerable and demonstrable growth marketing success at various companies. One of them being MisterGreen, a Dutch Tesla-leasing company that had grown 10x under Max’s leadership.”

Marketer: Patricia (Patty) Spiller, Chief

Recommender: Livongo

Testimonial: “Hired her to lead Product Marketing and she identified the opportunity to do growth in a much different way, which could significantly accelerate our company’s growth. So, she founded the Growth Marketing team and scaled the team from 1 person to 30 people in less than 2 years, based on all the success they had in growing our member base.”

Peep the future of distributed ledgers with the leaders of Hyperledger, Parity Technologies and Tradeshift

Published September 3, 2018

As cryptocurrencies emerge from the speculative bloodletting of the past months, believers in the promise of distributed ledger technologies for business and consumer applications are casting about for what comes next.

On our stage at Disrupt San Francisco we’ll be welcoming some of the leading thinkers in how distributed ledgers can create an entirely new architecture for computing and new processes for almost every conceivable transaction framework.

For Brian Behlendorf, the executive director of Hyperledger, distributed ledger technologies represent a powerful path for the future of networked computing — no matter the underlying technology. That’s why Behlendorf –through the Linux Foundation — is investing resources in ensuring that viable open source distributed ledger projects are supported and coming to market for any number of applications for businesses and consumers.

One of the leading lights of the internet revolution, Behlendorf’s career shaping the future of the networked world began in 1993 when he co-founded Organic Inc. — the first business dedicated to building commercial websites. Going on to become one of the foundational architects of the Apache http protocol, Behlendorf has served as the chief technology officer of the World Economic Forum and as an executive director for the technology investment fund, Mithril Capital.

Meanwhile, Parity Technologies is attempting to ensure that businesses don’t need to worry about the underlying technologies at all. Selling a suite of services that are all enabled by distributed ledger technologies and cryptographic computing, Jutta Steiner is giving businesses a way through the maze of competing protocols with a service that can enable the creation and adoption of distributed apps for businesses.

“We see it as a way for people to build blockchains that fulfill their particular needs,” Steiner told our own Samantha Stein at our Blockchain event earlier this year in Zug. “One of the challenges we’re addressing in this is to come up with a scalable framework.”

Before Parity, Steiner was responsible for security and partner integration within the Ethereum Foundation when the public blockchain first launched in 2015. Steiner also co-founded Project Provenance — a London based start-up that employs blockchain technology to make supply chains more transparent.

Supply chains are at the heart of Tradeshift’s offerings — and the company is hoping that distributed ledgers will be too. That’s why the company created Tradeshift Frontiers, an innovation lab and incubator that will focus on transforming supply chains through emerging technologies, such as distributed ledgers, artificial intelligence and the Internet of Things.

“The use cases we’re working through Frontiers cover a very wide variety of themes, including supply chain financing, asset liquidity, and supply chain transparency,” said Gert Sylvest, co-founder and GM of Tradeshift Frontiers, at the time. “There is so much more potential than just cryptocurrencies.”

That potential will be one of the things that Sylvest, Steiner, and Behlendorf discuss. We’ll hope you’ll be in the audience to listen.

Disrupt SF will take place in San Francisco’s Moscone Center West from September 5 to 7. The full agenda is here, and you can still buy tickets right here.