I welcomed Emily Dale, Performance Marketing Manager at Alto, onto the show because it was a unique opportunity to talk about paid ads and measuring attribution coupled with brand and creative. Emily is a paid marketing guru. Her past clients include Fossil, PayPal, Michelin, Starbucks, The Bouqs Co., Lagunitas, Ferrero Brands, and Organic Valley. Alto is Series B funded ($59.5M total) and based out of Dallas, TX. Alto is ride-sharing, redefined. From their website: “Some people get there. Others arrive.” By hiring vetted, professional drivers and managing a dedicated fleet of 5-star crash rated luxury vehicles, Alto offers the safest, most consistent, and most personalized passenger experience on the market today. Here's what we hit on: Your marketing plan - where are you putting your dollars in Q4 and what are you starting to think about already for Q1 2023; What’s working really well for your marketing/growth (HINT: influencers); Paid ads - what have you tested and what have you found works well (HINT: our brand is our car); Top marketing challenges right now (HINT: attribution); How do you think about paid media attribution vs. other marketing tactics (HINT: we use a variety of metrics and trial/error); What are 1-2 really good, creative marketing ideas you/your team have been rolling with (HINT: gold boots involved); What are some goals you want to accomplish (personal, professional) before 2022 is over; Emily asks me her burning question "what are some of the trends you’re noticing for startups + marketing?" You can find Emily on LinkedIn: www.linkedin.com/in/emilygreen12/ Find out more about Alto: www.ridealto.com/ This episode is sponsored by UMSO, the website builder for startups. Visit umso.com/MSM to learn more and use the code MSM20 for a 20% discount on your first three months. 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. And whenever you’re ready, there are 3 ways I can help you: 1. Startup marketing strategy, execution and advising (25+ happy clients and mentees) >> www.furmanovmarketing.com 2. GTM bootcamp for EdTech Founders (sign up for the next cohort) >> https://gofuelsales.com/edtech-bootcamp/ 3. Sponsor my Top 10% podcast and get startup founders, marketers and VCs hearing about your brand You can also find me hanging out on LinkedIn every single week: www.linkedin.com/in/annafurmanov

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