George Bonaci

And the fact that you can run it with very large sample sizes meant that we could run a lot of experiments in parallel and learn really, really quickly. Like there's very few channels where you can go like, hey, tomorrow, let's go reach like 200,000 people. Direct mail, email, those are like kind of some of the only channels that would allow you to do something at that scale.

And that's run a lot of experiments. What is no one trying today that you think is interesting? I don't know if I can give away my secrets, but I think the honest answer is like on the B2B side. And I don't think this is super cutting edge, but influencer marketing, maybe like a year or two ago, this would have been a little bit more cutting edge.

And that's run a lot of experiments. What is no one trying today that you think is interesting? I don't know if I can give away my secrets, but I think the honest answer is like on the B2B side. And I don't think this is super cutting edge, but influencer marketing, maybe like a year or two ago, this would have been a little bit more cutting edge.

And that's run a lot of experiments. What is no one trying today that you think is interesting? I don't know if I can give away my secrets, but I think the honest answer is like on the B2B side. And I don't think this is super cutting edge, but influencer marketing, maybe like a year or two ago, this would have been a little bit more cutting edge.

But everyone's always thought of influencers and user generated content, maybe to get more specific as more of a B2C tactic that worked really well. I would argue that works just as well and maybe even better in the B2B world, like especially if you're moving up market, moving to enterprise. Yeah, there's definitely unfair advantage there, but it's a lot of work. It's a lot of work.

But everyone's always thought of influencers and user generated content, maybe to get more specific as more of a B2C tactic that worked really well. I would argue that works just as well and maybe even better in the B2B world, like especially if you're moving up market, moving to enterprise. Yeah, there's definitely unfair advantage there, but it's a lot of work. It's a lot of work.

But everyone's always thought of influencers and user generated content, maybe to get more specific as more of a B2C tactic that worked really well. I would argue that works just as well and maybe even better in the B2B world, like especially if you're moving up market, moving to enterprise. Yeah, there's definitely unfair advantage there, but it's a lot of work. It's a lot of work.

Yeah, it goes back to the portfolio. I think that you have to be okay with the fact that most brand marketing is a long-term bet. It's high risk, it's high reward. At least that's how a growth person probably thinks about it.

Yeah, it goes back to the portfolio. I think that you have to be okay with the fact that most brand marketing is a long-term bet. It's high risk, it's high reward. At least that's how a growth person probably thinks about it.

Yeah, it goes back to the portfolio. I think that you have to be okay with the fact that most brand marketing is a long-term bet. It's high risk, it's high reward. At least that's how a growth person probably thinks about it.

I think if you're seeing all of your core direct response channels start to saturate, then it's something that you have to start doing. And the assumption is that investing in brand is going to do one of a few things. It's either going to make folks that have a problem and are aware they have a problem aware of you. And I think that's how probably most companies start thinking about it.

I think if you're seeing all of your core direct response channels start to saturate, then it's something that you have to start doing. And the assumption is that investing in brand is going to do one of a few things. It's either going to make folks that have a problem and are aware they have a problem aware of you. And I think that's how probably most companies start thinking about it.

I think if you're seeing all of your core direct response channels start to saturate, then it's something that you have to start doing. And the assumption is that investing in brand is going to do one of a few things. It's either going to make folks that have a problem and are aware they have a problem aware of you. And I think that's how probably most companies start thinking about it.

But the more interesting aspect is like true demand generation. It's like, hey, there are people out there that don't realize they have a problem. And brand marketing, like instead of being like, hey, try XYZ product or try XYZ company. It's like this problem exists. Like there's actually a better way. And of course, like we're the better way.

But the more interesting aspect is like true demand generation. It's like, hey, there are people out there that don't realize they have a problem. And brand marketing, like instead of being like, hey, try XYZ product or try XYZ company. It's like this problem exists. Like there's actually a better way. And of course, like we're the better way.

But the more interesting aspect is like true demand generation. It's like, hey, there are people out there that don't realize they have a problem. And brand marketing, like instead of being like, hey, try XYZ product or try XYZ company. It's like this problem exists. Like there's actually a better way. And of course, like we're the better way.

But that I think is like a much more interesting type of brand marketing to open up like demand for a new part of the market that you aren't able to reach with traditional channels.

But that I think is like a much more interesting type of brand marketing to open up like demand for a new part of the market that you aren't able to reach with traditional channels.

But that I think is like a much more interesting type of brand marketing to open up like demand for a new part of the market that you aren't able to reach with traditional channels.

Yeah, I think if you're doing things right, the concentration will change. It's almost like when you find something that works, if you do a really good job of saturating it as quickly as possible, you will be by almost definition, like really concentrated there, at least for a period of time.