Right Side Up

Good advice: Support your portfolio companies. ✅ Want better advice? Here it is. Offer specific guidance for the situations they face. As an operating partner, you want to be ahead of things like third-party cookies being phased out or changes to Google Analytics so that portcos are prepared with tactical information—not just general reminders of what’s coming. What’s the best support you’ve given to a portco recently? Or what’s the best support you’ve received from your investors? #GrowthMarketing #VentureCapital #PrivateEquity #Marketing

Investment firms recognize different stages of growth need different levels of support. 🤝 An operating partner might lack expertise in a niche category or vertical, so it’s critical to bring in experts familiar with a business and its stage of growth. Said differently: Knowing how to get a seed-stage company from 0 to 1 isn’t the same as reshaping an enterprise’s entire marketing strategy. This is why investment firms come to Right Side Up. Talent that’s aligned with a brand and its specific needs positions a firm’s portcos to stand out and achieve success. VC and PE leaders out there, how do you tailor your support for different companies in your portfolio? #GrowthMarketing #VentureCapital #PrivateEquity #Marketing

📈 Dive into the world of marketing analytics with Chelsea Cramer, Marketing Analytics Lead at Credit Karma, on this week's episode of Growth Talks. 📊 Chelsea shares invaluable insights on navigating the evolving data privacy landscape, the importance of LTV over CAC, and how to effectively measure marketing impact in today's complex digital world. 🔍 Learn how to future-proof your marketing strategies and make data-driven decisions that drive real growth. Check out the full episode: https://lnkd.in/gW8uz6Pe #GrowthMarketing #DigitalMarketing #MarketingAnalytics

How you measure marketing depends on this. 👇 Your current stage of growth. Seed-stage companies, for example, don’t need anything overly complicated. They just need to understand the inputs and whether the marketing initiative is driving incremental revenue (or whatever the KPI is). If it’s working, great. If not, explore a different channel. Finding a dominant channel that fuels growth takes a seed-stage company to Series A, or a Series A company to Series B. How has your marketing measurement changed as you’ve entered different stages of growth? #GrowthMarketing #PerformanceMarketing #DigitalMarketing #B2B #B2C

Going on a trip this summer? We've got the must-read growth marketing books to take with you. ☀️ https://bit.ly/3wIK9zl | #GrowthMarketing

Growth marketers are realizing that endorsement marketing has a seat at the growth table in 2024. 👇 By leveraging new frameworks and technology, they're building sustainable programs that fill gaps and drive growth. #GrowthMarketing #InfluencerMarketing #AffiliateMarketing

Achieving sustainable growth starts at the beginning—take your time to build a strong marketing foundation. 🛠️ Laura Brooks chats with Krystina Rubino about establishing a marketing foundation—and much more—in the latest episode of Growth Talks. https://lnkd.in/ge6PTMxg | #GrowthMarketing #ProductMarketing #ContentMarketing #CustomerExperience

Recommendations always start with one thing: an audit. 🔎 Measuring at the channel level and across channels is critical to understanding what’s working and what’s not, and most brands eventually realize the need for a mature measurement system. It’s part of natural growth. Seed-stage companies usually have basic attribution—but as they grow and scale, they explore new techniques to measure the efficiency of buys across channels. When was the last time you did a holistic audit across all your channels? #GrowthMarketing #PerformanceMarketing #DigitalMarketing #B2B #B2C

You should 1000% build your products BACKWARDS based on the content that can be produced from it... We know MANY founders doing this and it is working. The truth is, you cannot start a business without thinking about creators from DAY ONE Creators are a proxy for the age-old metric of 'word of mouth' and are thus your distribution The term I ALWAYS come back to is 'product-creator fit' Product-Creator Fit = the alignment between a product and a creator where their style, values, and audience match your product’s features/benefits. This synergy makes the partnership authentic, enhances content, and resonates with the audience, driving engagement and SALES Here's a verrry short but useful exercise to think about your product-creator fit: Overlap Psychographics of your product and creators - List psychographics of target audience for your product - build a list of 'dream creators' to work with - List psychographics of 'dream creators' - Highlight key overlaps. - If significant overlaps are hard to find, reconsider the product or creators Identify Viral Content Formats - find top-performing content from your 'dream creators' - Note formats (recipe videos, get ready with me, etc). - Ask, does our product work with these formats? Start making test/private content BEFORE the product is out - Find a few creators big and small that match psychographics - pay creators to make content with a 'fake' version of your new product JUST for your team... you will see if it feels right AND you will see what creators come up with Let the creators... create for you even before you've taken all the upfront capital risk in building your next product. Also HUGE shoutout to Amy Scanlon and Right Side Up for having Andy Cloyd and I on their latest webinar to discuss this!

You’re far from the only marketer wondering what ‘good’ looks like anymore. 📊 Going into the global pandemic, everyone poured countless resources into online marketing. A few years later, baselines are being reconfigured to determine what good performance actually looks like. Should you compare to 2019 numbers? 2023 numbers? Widespread recalibration is necessary to determine new baselines and assess ad spend. How do you approach marketing measurement today? What’s different this year? #GrowthMarketing #PerformanceMarketing #DigitalMarketing #B2B #B2C