In the world of 9-figure eCommerce, a legendary WhatsApp group is rumoured to hold the secrets to unimaginable success. Now it's a podcast.
Joined April 2023
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How does a rolling tote hit $50M+ with <10 employees?
WE HAD TO ASK ↓
Started as a family prototype
Customers told their friends
Gifted creators to fuel growth
Then paid amplified demand
Sold one SKU for four years
Collabs → 60% new buyers
Launched nationwide at Target
Just hit Costco w/ 170K units
Now closing in on $100 million
Hulken’s Co-Founder @aschinasi joins @mbertulli + @mikebeckhamsm to pull back the curtain.
“I didn’t look at it as a fashion brand … I looked at it as a machine.”
5 things every CMO wishes their CEO knew 🤐 @MacCoyMerkley @mbertulli
1️⃣ “Growth” is not a clear goal
2️⃣ <$10M/yr get a VP instead
3️⃣ Let the CMO make the calls
4️⃣ Hire a nerd or grow a leader
5️⃣ LOCKSTEP WITH FINANCE
5 things every CMO wishes their CEO knew 🤐 @MacCoyMerkley @mbertulli
1️⃣ “Growth” is not a clear goal
2️⃣ <$10M, just hire a VP instead
3️⃣ Let the CMO make the calls
4️⃣ Hire a nerd or grow a leader
5️⃣ LOCKSTEP WITH FINANCE
“Your offer needs to be built for one customer and one problem for that customer.” @mbertulli @linafahizul
How to Make a CMO Hate You ↓
1️⃣ Hire them to “fix growth”
(Make it their problem)
2️⃣ Give them only the title
(Treat them like a VP)
3️⃣ Keep all the authority
(But not the blame)
4️⃣ Ask for honest feedback
(Punish for disagreeing)
5️⃣ Just hire a marketing nerd
(Assume they can lead)
6️⃣ Disappear when results dip
(Let them take the heat)
7️⃣ Pit finance against marketing
(Never agree on spend)
8️⃣ Micromanage every decision
(But make them hurry)
@MacCoyMerkley (CMO, PLG) puts three CEOs in the hot seat: @mbertulli @mikebeckhamsm + @JasonPanzer
“Some businesses aren’t ready for great CMOs.”
Operators retweeted
“Is Meta rigging my CPMs?!”
We visited their headquarters in New York to find out.
Why do new brands pay more?
How does Andromeda pick ads?
Why am I reaching the same ppl?
Can more creative expand reach?
Does organic help paid results?
What will bring down my CPMs?
Sukhesh Miryala (PM, Meta) shows us under the hood of Meta’s ad delivery system with @couuor @codyplof @connorrolain
“The prices are just an outcome of this market mechanism, of how much supply we have and how much demand is in our system at any given time.”
The 10 Commandments of DTC Offers That PRINT ↓
1️⃣ Go beyond price + discounts
2️⃣ Match the offer to the usage
3️⃣ One customer. One problem.
4️⃣ Stack gifts, bundles + perks
5️⃣ Address customer objections
6️⃣ Give a reason to buy … now
7️⃣ Justify the buyer’s investment
8️⃣ Attract customers who stay
9️⃣ Reward the next purchase
🔟 Build for profit, not just sales
@jordanmenard + @linafahizul join @mbertulli + @codyplof to tear apart Winks’ offer, and put it back together again.
“A great offer makes the customer feel stupid for saying no.”
Operators retweeted
Everything you ever wanted to know about offers; including 10 rules.
Banger from @mbertulli @codyplof @linafahizul @jordanmenard
1️⃣ Not just price or discounts
2️⃣ Fits how the product is used
3️⃣ One customer + one problem
4️⃣ Adds value before discounts
5️⃣ Tackles your top objections
6️⃣ Gives a reason to buy “now”
7️⃣ Priced right for your market
8️⃣ Your most-valuable customer
9️⃣ Built for orders 2, 3, 4, etc.
🔟 Profitable unit economics
“You don’t have to be first in your industry to have a really good business, but you better be first in your positioning.” @mikebeckhamsm
Operators retweeted
Agentic media buying is here 🤖
We INFILTRATED Meta HQ to get all the answers!
What is Ads Creative Studio?
When is it getting released?
What’s getting automated?
Will you still control budgets?
Can AI test creative at scale?
What’s left for media buyers?
How should brands prepare?
In-person with Nik Ketkar (PM at Meta), @codyplof, @connorrolain + @couuor.
“In the future, media buyers are spending 100% of their time on strategic tasks.”