Drift

In this episode, we welcome back one of the world's leading growth experts, Guillaume "G" Cabane, to zoom out and look at the entire function of growth. We talk about where it came from, what drives trends, and what people can expect from growth in the next 5-10 years. If you operate anywhere near a marketing or growth function, this episode is going to give you the perspective you need to stay ahead of the curve both for your own professional career — and the success of your marketing campaigns and growth experiments.

Guillaume "G" Cabane

Co-Founder and GP @ HyperGrowth Partners

In this episode, we welcome back one of the world's leading growth experts, Guillaume "G" Cabane, to zoom out and look at the entire function of growth. We talk about where it came from, what drives trends, and what people can expect from growth in the next 5-10 years. If you operate anywhere near a marketing or growth function, this episode is going to give you the perspective you need to stay ahead of the curve both for your own professional career — and the success of your marketing campaigns and growth experiments.


The Past, Present & Future of Growth (with Guillaume "G" Cabane, HyperGrowth Partners)

The Past, Present, And Future of Growth

In this episode, Matt takes a trip down memory lane and shares an update on the podcast.

In this episode, Matt takes a trip down memory lane and shares an update on the podcast.


A Special Message from Matt

On growth teams, we often think of testing as our main way to learn about what users care about and are most interested in. In this episode, we talk about a major untapped angle for growth teams — design research. When Matt was at HubSpot and and Brian Balfour joined the team as VP of Growth, he spent the entire first month as a growth team only doing research before beginning any experiments in order to understand the needs, wants, and problems of the users. Joined by Matt's co-worker, Laura Oxenfeld (UX Research Manager at Drift), this episode is all about the different types of design research (generative, concept validation, and usability testing) and how they can be applied to the growth process. We apply the growth lens to each type of research and also cover how you can and should think about resourcing design research on your growth teams.

Laura Oxenfeld

UX Research Manager

On growth teams, we often think of testing as our main way to learn about what users care about and are most interested in. In this episode, we talk about a major untapped angle for growth teams — design research.


Level Up Your Growth Teams with Design Research (Laura Oxenfeld, UX Research Manager at Drift)

Level Up Your Growth Teams with Design Research

What is "growth" engineering, and how does it different from "classic" engineering? If you ask Ram Navan, who leads the pricing and monetization growth teams at Airtable, "classic" engineers create value for their customers, while "growth" engineers connect customers to the value of their product. Whew, that's a lot. Which is why, in this episode of Growth, Ram explains to Matt all the details that make up a successful growth engineering team -- from finding the team's purpose, to hiring for growth engineers, to measurement and prioritization, and more. Think of it as your handbook to growth engineering. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt on Twitter @MattBilotti, and @DriftPodcasts and Ram on LinkedIn.

Ram Navan

Head of Growth Engineering, Opendoor

Airtable's pricing and monetization growth lead breaks down exactly what growth engineering is and how you can build a growth engineering team that drives results.


Here's Your Handbook to Growth Engineering (w/ Ram Navan, Airtable)

The Growth Engineering Handbook

What is "growth" engineering, and how does it different from "classic" engineering?

If you ask Ram Navan, who leads the pricing and monetization growth teams at Airtable, "classic" engineers create value for their customers, while "growth" engineers connect customers to the value of their product. 




Interested in leading a product-led growth strategy at your organization but not sure where to begin? This Growth episode explores three different motions you can use to accelerate growth for your online business. Rajan Sheth is a growth advisor, former VP of Growth and Self-Service at JumpCloud, and former Senior Director of Growth, GTM, and Marketing at Heroku. He's taken both a bottoms-up and tops-down approach to product-led growth models and has integrated them with self-service and sales-led motions, too. Needless to say, he's seen it all. In this Growth episode, Rajan explains the three motions that make up product-led growth models for online businesses: Self-service, product-qualified lead, and sales-assisted/sales-led. He breaks down what each motion is, how to determine which model is right for your business, the economics behind each motion, and how to structure each motion to generate demand. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Rajan on Twitter @MattBilotti, @rajan_sheth, and @DriftPodcasts.

Growth exec, advisor, and investor.
My passion and expertise are in building revenue-driven growth organizations for both self-service (PLG) and sales touch (Enterprise) GTM motions.
I serve on the board of advisor at Intezer and Honeycomb.io. I'm also a Partner at Hypergrowth.vc
VP of Growth and self-service business at JumpCloud
Previously led Heroku’s GTM and Growth organization - across product, marketing and sales - resulting in 10x revenue growth to $500+ mil ARR.
Before that, led Growth at Box through their IPO. Before Box, I was a founding member of a new business unit and e-commerce platform where he oversaw marketing, growth and analytics organization to enable HP Enterprise’s digital transformation.

Rajan Sheth

VP of Growth and Self-Service Business

Growth advisor Rajan Sheth breaks down the three motions of a product-led growth strategy for online businesses: self-service, product-qualified lead, and sales-led/sales-assisted.


Three Product-Led Growth Motions to Scale Your Online Business Strategy (w/ Rajan Sheth, Growth Advisor)

How to Scale Your Online Business Growth Strategy

Interested in leading a product-led growth strategy at your organization but not sure where to begin? This Growth episode explores three different motions you can use to accelerate growth for your online business. 


AdRoll, a digital marketing and growth platform, has been a player in the retargeting space for 15+ years. But a few years ago, the company realized it needed to branch outside of just the retargeting category in order to build long-term relationships with its customers. This led to one big, looming question: how was AdRoll supposed to enter a new category after spending such a long time playing in one space? The answer: content marketing. Julie Zhou, VP of Growth at AdRoll, credits a content strategy focused on breadth, instead of depth, to AdRoll's expansion success. Through this strategy, Julie's team was able to figure out what content resonated with their customers and how to engage prospects at scale. On this episode of Growth, Julie and colleague Shae Henrie (AdRoll's senior content manager) join Matt to talk about what the process behind a broad content strategy looked like, how they narrowed it down as they figured out what content resonated, and why product, growth, and content teams should always be in lockstep. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Julie on Twitter @MattBilotti, @jyzhou, @DriftPodcasts, and Shae on LinkedIn.

Shae Henrie

Sr. Content Marketing Manager at AdRoll

My growth marketing team's mission is to iterate our way to the most scalable methods for growing revenue and customer happiness. Our toolkit includes paid ads, search engine optimization, content, marketing websites, emails, in-app guidance, partnerships, knowledge base, engineer-built tools, and more.

Julie Zhou

VP of Growth, AdRoll

Adroll's growth and content leaders explain why a widespread content strategy could be your answer to expanding into new markets.


The Secret to Unlocking More Growth at Your Company? Content. (w/ Julie Zhou and Shae Henrie, AdRoll)

Why Content is the Secret to Unlocking Growth at Your Company

AdRoll, a digital marketing and growth platform, has been a player in the retargeting space for 15+ years. But a few years ago, the company realized it needed to branch outside of just the retargeting category in order to build long-term relationships with its customers. This led to one big, looming question: how was Adroll supposed to enter a new category after spending such a long time playing in one space?
The answer: content marketing.


A robust product education strategy is like an onion. It has many layers depending on where the customer is at in their product journey. When done correctly, product education will drive growth for both your customer and your business. On this episode of Growth, Matt sits down with Mark Kilens, Drift's VP of Content and Community and one of the founding members of both Drift Insider and Hubspot Academy. Matt and Mark discuss how to first approach a product education strategy, the importance of cross-pollination between product teams and content marketing teams, and if certifications should be part of your education strategy. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Matt and Mark on Twitter @MattBilotti, @MarkKilens, and @DriftPodcasts.

Mark Kilens is VP of Content and Community at Drift where he leads the brand, content, creative, and events teams. He oversees Drift’s community, Drift Insider, which has 50,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events.
Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. As a former customer, Mark joined HubSpot in 2010 where he spent two years working with thousands of HubSpot customers to scale their inbound strategy. 
From there, he went on to build HubSpot Academy from the ground up, and in doing so, educated and certified millions of people and helped grow HubSpot to more than $600 million in revenue.
When he’s not at Drift, Mark enjoys plenty of steak and lobster, a round of golf or two, and loves being on snow or in the ocean.

Mark Kilens

VP of Content & Community at Drift

Drift's VP of Content & Community explains how he thinks about product education strategy.


Drive Growth through Education (Mark Kilens, Drift)

How to Drive Growth through Education

On this episode of Growth, Matt sits down with Mark Kilens, Drift's VP of Content and Community and one of the founding members of both Drift Insider and Hubspot Academy. Matt and Mark discuss how to first approach a product education strategy, the importance of cross-pollination between product teams and content marketing teams, and if certifications should be part of your education strategy.


“Growth” has inundated the tech scene, but for many of us, it’s really just a phrase (and few can actually explain what it means). Drift’s Senior Product Lead, Matt Bilotti, is tired of just nodding and smiling at the term. So every other Wednesday, he meets with other growth experts for 30 minutes to learn how they drive revenue through all sorts of growth strategies, tactics, and channels. Tune in for insights from companies like Shopify, Disney+, and Github.

The Past, Present & Future of Growth (with Guillaume "G" Cabane, HyperGrowth Partners)

DESCRIPTION

Today's Host

Matt Bilotti

Today's Guests

Guillaume "G" Cabane

Recent Episodes