Rob Webb, a Growth Marketing Consultant and former SVP of Growth at Tonal, joins Open Haus to discuss growth and marketing trends. Rob shares insights on being a growth consultant, the importance of incrementality testing, and strategies for building scalable growth systems across various organizations. The session explores challenges in marketing measurement and future trends in growth tooling.
Notable moments:
- [00:00:00] - Introduction and background of Rob Webb
- [00:02:36] - Role of a growth consultant and importance of incrementality testing
- [00:05:58] - Discussion on focusing on the right metrics in marketing
- [00:09:31] - Building scalable growth systems and marketing measurement
- [00:14:08] - Determining the right marketing mix strategy for brands at different growth stages
- [00:19:45] - Organizational shifts and getting buy-in for testing
- [00:26:04] - Challenges in marketing leadership and the quest to be right
- [00:32:45] - Future trends in growth tooling and marketing measurement
- [00:37:41] - Q&A session begins
- [00:47:19] - Closing remarks and wrap-up
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