103 - How We Use The Metaverse To Uncover Surprising Customer Insights (Lee Anne Grant, CGO at babylist)

I invited Lee Anne Grant, Chief Growth Officer at babylist, onto the show and we unpacked some very cool stuff happening at their startup. Prior to babylist, Lee Anne held sales roles at Google, AOL, POPSUGAR and Brandless. Babylist was founded in 2011, has 212 people, and is based out of CA (also remote). They've raised Series C ($40.7M total). Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year! Babylist is way more than a baby registry and we talk about those different revenue streams. Here's what we hit on: You’ve been in sales for much of your career and now you’re CGO. What does that mean, what are you in charge of, and how does that impact how you lead; Babylist is a commerce company that has a media business - tell me more about how this works and how that affects your marketing decisions (HINT: having 3 revenue streams is incredibly intellectually interesting); Tell me more about your growth strategy during this downturn, where are you putting your dollars, what marketing channels are you leaning into; Their Halsey influencer story and how that has impacted their growth; What kinds of marketing content are you leaning into; What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: in-person plays plus the metaverse); What are your top marketing challenges; Some goals you want to accomplish (personal, professional) in 2022; Lee Anne asked me a question to round out the conversation. You can reach Lee Anne on LinkedIn: www.linkedin.com/in/leeannegrant/ Find out more about babylist: www.babylist.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov

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