SaaS Interviews with CEOs, Startups, Founders

Will Bernie Sanders Favorite App Kill GoToWebinar? EP 255: Julian Martinez

04 Jun 2016

18 min

3580 words

2 speakers

04 Jun 2016

Audio

Description

Julian Martinez, marketing director at Maestro Conference, the webinar platform used by Hilary Clinton and Bernie Sanders. Julian's spent 7 years building marketing programmes from scratch. Listen as Nathan and Julian talk webinars, and the nuts and bolts of building a marketing strategy. Famous 5 Favorite Book? – Monkey Business What CEO do you follow? — Eoghan McCabe What is your favorite online tool? — Intercom Do you get 8 hours of sleep?— Maybe If you could let your 20 year old self know one thing, what would it be? — To start travelling more, date more girls, and pay more attention in class Time Stamped Show Notes: 01:20 – Nathan's introduction 01:50 – Welcoming Julian to the show 02:00 – Why Julian left Bid On Fusion to join Maestro Conference 02:40 – Choosing between family and work 03:04 – Julian joined Maestro Conference in 2016 03:20 – Hosts interactive webinars and conference calls 03:45 – Obama, Hilary, and Bernie Sanders all use the platform 04:14 – "A sexier version of GoToWebinar" 04:30 – It's possible to generate breakout groups of 2 from a group of up to 5000 05:05 – Between 1,000 and 2,000 paying customers 06:00 – Julian's the first marketing hire - most investment has been in the platform 06:20 – Team of 15 full-time people 07:40 – Currently around 30% churn rate 08:30 – Based in Oakland 09:05 – Marketing budget for February was around $3000 09:30 – Julian wants to implement paid social media advertising and SEM 10:00 – Currently around 10% conversion 10:40 – Raised around $2 million total 11:11 – MRR of $90k in February 12:30 – Goal is now to follow up exposure from nominees' campaigns with paid social 15:13 – Famous Five 3 Key Points: Take advantage of all the resources you can find. Do more with what's around you. Build a marketing strategy around the exposure you already have. If you've just joined a company, take time to clean the slate before kicking off your own projects Resources Mentioned: Freshbooks - The site Nathan uses to manage his invoices and accounts. Host Gator – The site Nathan uses to buy his domain names and hosting for cheapest price possible. Leadpages – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+ Audible – Nathan uses Audible when he's driving from Austin to San Antonio (1.5 hour drive) to listen to audio books. Show Notes provided by Mallard Creatives

Chapters

1. What is the main topic discussed in this episode? 2. Why did Julian Martinez leave Bid On Fusion for Maestro Conference? 3. What makes Maestro Conference a unique platform for webinars? 4. What marketing strategies does Julian plan to implement for growth? 5. How does Maestro Conference generate revenue and what is its customer base? 6. What is the significance of the Famous Five segment in this podcast? 7. How does the team size at Maestro Conference impact its operations? 8. What challenges does Maestro Conference face with customer retention?

Featured

Nathan Latka

Julian Martinez

Transcription

Chapter 1: What is the main topic discussed in this episode?

0.031 - 15.768 Nathan Latka

This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have.

Chapter 2: Why did Julian Martinez leave Bid On Fusion for Maestro Conference?

16.268 - 18.39 Nathan Latka

I'm now at $20,000 per top.

Chapter 3: What makes Maestro Conference a unique platform for webinars?

18.41 - 35.377 Nathan Latka

Five and six million. He is hell-bent on global domination. We just broke our 100,000-unit soul mark. And I'm your host, Nathan Latka. Top Tribe, you know I don't have a lot of time to waste. That's why I use FreshBooks to send out invoices and make sure I'm collecting my money.

Chapter 4: What marketing strategies does Julian plan to implement for growth?

35.798 - 43.234 Nathan Latka

To get your free month, go to nathanlatka.com forward slash FreshBooks and enter the top in the How Did You Hear About Us section.

Chapter 5: How does Maestro Conference generate revenue and what is its customer base?

43.467 - 64.733 Nathan Latka

Okay, Top Tribe, this week's winner of the $100 is Zach Ferron. He's a 22-year-old Apple employee, and he's listening to the show and loving it. For your chance to win $100 every Monday, simply subscribe to the podcast on iTunes now and then text the word NATHAN to 33444 to prove that you did it to enter.

65.152 - 76.731 Nathan Latka

Okay, Top Tribe, you were listening to episode 255, and coming up tomorrow morning, you will hear from John Lincoln. He quit his six-figure job to launch an agency right as his first kid was on the way.

Chapter 6: What is the significance of the Famous Five segment in this podcast?

77.133 - 106.667 Nathan Latka

okay top tribe good morning our guest this morning is julian martinez and he joined maestro conference as marketing director but prior to that he'd spent the previous seven years building marketing programs from scratch as the first marketing hire for an e-commerce startup he also co-founded a boutique marketing agency that provided marketing service to over 200 small businesses including the pizza chain that ellen degeneres had delivered live on air to the 2014 oscars julian are you ready to take us to the top

106.883 - 108.365 Nathan Latka

I certainly am.

Chapter 7: How does the team size at Maestro Conference impact its operations?

108.385 - 115.133 Nathan Latka

All right, let's do this. Okay, so you've had quite a bit of background here. First things first, are you the founder of Maestro Conference or marketing director?

Chapter 8: What challenges does Maestro Conference face with customer retention?

115.694 - 119.118 Julian Martinez

I am the marketing director. First marketing hire here at Maestro Conference.

119.138 - 123.604 Nathan Latka

Okay, so why did you leave? It sounds like you were at an e-commerce startup prior to this, correct?

124.325 - 125.066 Julian Martinez

I was, yes.

125.366 - 126.407 Nathan Latka

And which business was that?

127.248 - 141.519 Julian Martinez

It's called bidonfusion.com. Reverse logistics. They liquidate merchandise on behalf of Home Depot, Target, Costco, Walmart. big retail brands that they're liquidating consumer returns and overstocked inventory.

141.659 - 144.623 Nathan Latka

So tell us why you left BidOnFusion to join Maestro Conference.

145.905 - 162.926 Julian Martinez

Interestingly enough, give me the juicy details. I had my wife was giving birth to our first baby and it was going to coincide with the time that we were going to be opening new markets at BidOnFusion. And it came down to having to decide between family and and work and I had to choose family.

162.946 - 179.362 Julian Martinez

So my wife was on board with me taking some time off to be on paternity leave and paternity leave ended up taking about six months. And at that time, I couldn't be there for been on fusion. So I thought it was a good time for us to kind of smoothly transition somebody else in to take over.

179.422 - 181.064 Nathan Latka

So what year did you join Maestro Conference?

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