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A Growth Executive Explains Brand Marketing, Paid Acquisition, and the Future of Growth with Patrick Moran (Robinhood)

A Growth Executive Explains Brand Marketing, Paid Acquisition, and the Future of Growth with Patrick Moran (Robinhood)

In this podcast episode, Alex Birkett interviews growth marketer Patrick Moran about his experience in brand marketing. 

They discuss the relationship between brand marketing and growth marketing, the components of brand strategy and positioning, and the challenges of measuring the impact of brand marketing. 

Moran emphasizes the importance of understanding audience behaviors on different platforms and tailoring brand stories accordingly. He also predicts that AI and machine learning will play a significant role in all aspects of marketing, including creative development, measurement, and process optimization.

Topics

  • The growth marketer explains brand marketing
  • How a growth marketer leads a brand marketing course
  • Brand marketing vs. growth marketing in 2023
  • Positioning and Brand Strategy
  • Product Decisions and Audience Behavior
  • Measurement and Quantifying Brand Impact
  • The measurement components of ROI
  • Determining the impact of marketing efforts
  • Different methods of measuring paid media capabilities
  • The relationship between brand marketing and performance marketing
  • The impact of brand marketing on growth and performance
  • The importance of martech and data infrastructure in marketing
  • The first component of growth marketing
  • Using machine learning for personalized creatives
  • The evolution of growth marketing channels
  • Channels and their evolution
  • Measurement and its importance
  • Effective storytelling and audience behaviors

Listen to the podcast

Key Takeaways

[00:00:00] The growth marketer explains brand marketing
Patrick Moran discusses the relationship between brand marketing and growth marketing, including metrics and measurement across channels and teams.

[00:00:57] How a growth marketer leads a brand marketing course
Patrick Moran explains how he ended up creating and leading a brand marketing course at Reforge, highlighting the collaborative effort and the importance of measurement and frameworks.

[00:04:45] Brand marketing vs. growth marketing in 2023
Patrick Moran breaks down the difference between brand marketing and growth marketing, emphasizing the various components that make up a brand and the misconception that brand marketing is solely about advertising.

[00:10:53] Positioning and Brand Strategy
Discussion on the relationship between brand strategy, positioning, and messaging in growth marketing.

[00:11:23] Product Decisions and Audience Behavior
Exploration of how product decisions influence audience behavior on platforms like Twitter and Instagram, and the potential influence of audience behavior on product features.

[00:16:39] Measurement and Quantifying Brand Impact
Conversation about the challenges of measuring and quantifying the impact of brand marketing, and the differences between measurement in growth marketing and brand advertising.

[00:20:11] The measurement components of ROI
Discussion on measuring the value of users, calculating LTV, and determining payback period.

[00:21:19] Determining the impact of marketing efforts
Exploring the challenges of measuring the impact of marketing activities, including the example of branded search and the need for incrementality testing.

[00:23:35] Different methods of measuring paid media capabilities
Exploring various ways to measure the effectiveness of paid media, including match market tests, incrementality testing, and attribution.

[00:29:23] The relationship between brand marketing and performance marketing
Discussion on how brand marketing and performance marketing work together, using entertainment companies as an example.

[00:32:28] The impact of brand marketing on growth and performance
Exploration of how brand marketing affects growth and performance, using a basketball team analogy.

[00:37:31] The importance of martech and data infrastructure in marketing
Explanation of how martech and data infrastructure help companies acquire users at a faster rate and improve ROI.

[00:38:48] The first component of growth marketing
Explanation of the relationship between spending and return on investment (ROI) in acquiring users, including the importance of clear signals and creative development.

[00:40:12] Using machine learning for personalized creatives
Discussion on how machine learning and martech can optimize creatives in advertising, with examples from e-commerce companies like Wayfair.

[00:45:53] The evolution of growth marketing channels
Explanation of how advertising channels have changed over the years, from display advertising to the dominance of Google and Facebook, and the recent expansion to other platforms like TikTok and Snapchat.

[00:48:23] Channels and their evolution
Discussion on the expansion and evolution of channels, from B2B solutions to cross-channel platforms, and the importance of personalization and data analysis.

[00:49:30] Measurement and its importance
Exploration of different types of measurement, including attribution-based and incrementality-based approaches, and the impact of iOS 14 on measurement practices.

[00:50:50] Effective storytelling and audience behaviors
Importance of tailoring storytelling to different platforms and audiences, and the role of brand strategy in effectively communicating and building a network around a brand.


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