Global marketing talent @GrowthPair 🌱 Prev @Uber @Coinbase @UCBerkeley
Joined August 2008
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Jonathan Martinez retweeted
They're calling the AI-pilled marketer a "growth engineer."
My recent guest says the role gets paid up to 60% more.
I got @jon4growth on to show what it looks like. He shared his screen: a marketing GitHub, then a Notion knowledge base he queries live in Claude, so his whole team works from one shared brain.
Full story of how @LouiseDSadeleer's post on marketers needing a GitHub sent me down this path is in my Substack.
Worth a watch.
b2b startups are sitting on gold without knowing it. I spent the last day adding $500k ARR in pipeline with @claudeai . My step-by-step below:
Layer 1: Enriching my audience data
70k+ individuals are following me across my newsletter, claude marketers academy, newsletter and on here
I asked Claude to take all the emails from my newsletter and match them to who the heck ya'll are using Apollo connector
Layer 2: Scoring my audience profiles
Since Claude knows who my ICP is (marketing execs), I asked it to score all the individuals it matched to my buyer persona from 1-100
It uses params like title, company type, company size, etc
Layer 3: Engagement score
I then have Claude look at how much each individual has engaged with my content (comments, likes, reposts, etc)
This adds a valuable parameter as those who really engage with me are way more likely to reply and up to chat
Layer 4: Crafting quick messages
This can be done with Claude, but I prefer to send short quick DMs asking for a chat and going from there. The key is to not be a salesman here
I know not all startups have a huge audience to start, but you can find a handful of qualified folks even within 1-2k
Get scrappy with checking your founder’s followers, company employee followers, company page followers, etc
Shovel up your goldmine my friends
Time to invest in HubSpot stock? They’ve taken an unfair hit in the market because of the AI craze, but I don’t think this is warranted. My case:
-Companies aren’t going to build out entire CRMs anytime soon. The lift, maintenance, security etc on this is tons of work
-HubSpot was founded in 2006 and has built an army of implementors, API connections, etc. Hard to replicate
-They’re investing heavily into going AI-native with their stack
For them to stay relevant though, I believe they’ll need:
-Go hard on their MCP capabilities. The future of running CRMs is inside Claude, GPT, etc
-Commit to building connections for the new wave of AI tools
-Change pricing to token-based/ usage-based. If agents are running our tools, why are we paying for seats
Ultimately, if I’m a CMO, I’m not advising my team to build core marketing stack tools like a CRM, ESP, CDP
Nuh uh, it’ll be a big waste of time to do that, believe me
CC @dharmesh
*I’m not a financial advisor. These are just my personal thoughts*
I've been building @ClaudeMarketers video academy where I teach:
1. Setting up Cowork correctly to get the most out of it
2. Running an audit on your ad accounts with Cowork
3. Scheduling competitor website monitoring
Etc
I'll be releasing lessons on X if there's interest
The big reason we support creative strategists at @GrowthPair - they’re so important to a growth team
.@chadjanis sold his 3-year-old company to Unilever for $1.2B. Here's what he did that most brands don't:
Most brands send every ad to the same generic homepage. That's why they bleed cash.
Chad builds an entire world around every winning ad angle.
The system: test hundreds of ads per month to find the "unlock." Once an angle sticks (gut health, energy, focus), rebuild everything around it.
If someone clicks a "gut health" ad:
Landing page = 100% gut health
A popup asks about their gut concerns
Emails/SMS = tailored to gut health
His team: 30 people. 5-6 creative strategists, 4-5 media buyers, 3 on retention.
The tool: Replo (Shopify plugin). Chad says "they don't charge enough. You can build a new funnel in a day."
Winners don't just test ads. They rebuild the entire experience around each winning message.
Message-match is the difference between $10M and $1.2B.
@thesamparr @ShaanVP
GOAT startup stack
Get messaged about it daily, so running it back.
Here's my current software & service stack across my businesses:
1) @tenex_labs - AI transformation + output-based engineering services
2) @storyarb - content partner that creates & executes b2b editorial flywheel that drives demand
3) @youdistro - content software that powers all of my social & marketing content
4) @GrowthPair - AI-trained marketing assistants that execute on my high-level marketing strategies
5) @NotionHQ - my companies' digital walk-in closet
6) @meetgranola - call recording & note-taking
7) @oceanstalent - offshore EAs that I love working with
8) Claude Code - our engineers eat, sleep, ship with this. recent limits made them frown.
9) @doolaHQ - use to incorporate all of my businesses & create company docs
10) @GustoHQ - all-in-one HR platform I love + CEO is the man
11) @mercury - slick business banking product
12) @SlackHQ - no explanation needed
13) Google for Work - if you don't know, welcome to earth
14) @WhatsApp - houses several AI communities I've built & run
15) @HubSpot - my go-to CRM
16) @CakeEquity - handles the boring but important SAFE, stock option, etc docs I don't like dealing with
17) @JoshGerben - my trademark guy
Jonathan Martinez retweeted
I asked our client Michael Swartz (CEO @EggHealthApp) what he would say to anyone struggling with growth hires.
His response?
Working with GrowthPair is a no-brainer.
You're not just getting a marketing hire.
But a vetted expert who delivers REAL results.
Their process is thorough, efficient, and removes all the guesswork.
With GrowthPair, you save time, cut costs, and take on way less risk compare to hiring in-house or a traditional agency.
Jonathan Martinez retweeted
I usually think conferences are a massive waste of time.
I went to SXSW two week ago and actually thought this one was well worth it.
7 (mostly) private convos I had, with some public lessons:
1. Chat with @bryan_johnson
a. Religion is an institution worth studying
I asked Bryan, "how do you expect for people to delay gratification & do what's best for their bodies down the road?"
His response: religion.
By calling Don’t Die a religion, the mission is anchored to institution that not only stood the test of time, but was also built on a foundation of values that got its followers to delay gratification their entire lives.
b. Audacious entrepreneurs have scary big goals
When I asked Bryan what his goal is with Don't Die, he looked me dead in the eyes & with a palpable level of conviction said:
“I want to be remembered by the 25th century.”
2. Founder run club - A founder's journey is highly unoriginal.
Each run club founder ran a completely different business, yet I felt deeply connected to them as our breathless convo ranged from imposter syndrome to building a family & business simultaneously to the pros/cons of raising $.
3. Lunch w/ @david_perell
a. (Certain) content is being eaten by AI. Expert opinions are safe. Entertainment is safe. Factual research is toast.
b. YouTube still has massive upside. Podcast consumption shifting over. TV viewership shifting to the platform. Lots of advertiser $ flowing here.
4. Burgers & Beats (cc: @HamptonFounders) - there are so many fcking ways to make money.
I talked to 5 millionaires in 30 minutes with businesses I know zilch about.
1) Leading LSAT tutor/creator with a huge audience in Asia
2) No code app agency owner from the UK
3) Agent who focuses on creators living in Austin
4) Amazon consultancy that helps old school businesses scale on Amazon
5) Software entrepreneur who built a community platform for women's wellness creators
5. B2B Creator Panel (cc: @HubSpot)
a. Marketers waste A LOT of time on low leverage things.
For AI/automation: check out @gumloop
For offshore hiring: check out @GrowthPair
b. B2B brands are waking up to creator marketing. B2B brands are sprinting to set up & scale their creator programs before it becomes saturated.
6. Brunch w/ @laurenzima - Loss & grief are full of contradictions
Lauren & I both lost our dads when we were young.
We'd do anything to have our people back. AND we are so grateful for the motivation & perspective loss offered us.
7. Trail run with @connortomkies_ - Momentum is the lifeblood of entrepreneurship
Without it, startup life isn’t fun. Everything feels like a grind, you start to question if you made the wrong life choices, and you’re fighting like hell to get momentum back.
With it, you feel invincible. Your business feels like a rocket ship with a one-way ticket to Mars & it feels like making a ton of money or having a ton of impact is inevitable.
creating ads within seconds is now possible. didn't think we'd see it in 2025, but here we are. i'm sharing the entire playbook with you:
in this guide i share:
- free library of the best performance ads
- step by step process to create ads with a few tools
- examples of ads i've created over the last ~24hrs
reply "ads" and I'll share this doc with you.
I created this ad for @RobinhoodApp in 2 mins with GPT:
1. Find an ad you love on @TheAdBrownie
2. Go to GPT and upload that ad
3. Prompt GPT: “Create ad using this template, but for my company”
4. Make sure to upload accompanying product imagery of your company
5. Go back and forth with GPT until you get your desired ad
6. Have it export in the dimensions you’d like (i.e., 1080x 1920)
Ta-da ✨
made all of these vintage ads with GPT.
ad game is changing right before our eyes 👀
(used GPT4o image update released yesterday)
When asked about hiring offshore marketers, @ChrisLangSocial said: "The question is do you want to grow or not?"
I didn't tell him to say any of this.
These were his raw comments during our chat last week.
I'm seeing so many amazing stories at GrowthPair & demand is piling up.
There were 2 main reasons I started this biz:
1/ The caliber of my offshore marketer (Anna Macapinlac) at my last startup
2/ Seeing how shocked my dentist was when I told her to offshore her marketing for 80% less than her U.S. agency
I don't see a future where marketing teams don't leverage offshore help.
This is the future.
So incredibly excited to be building and helping more that come to us.
If you'd like to chat, my DMs are open.
I turned away $500,000 in business.
Here’s why:
I just got off a discovery call with a solo founder.
The call ended in 15 mins because I told him we’re not a good fit.
His company is still in its early days. No:
- Product-market fit
- Go-to-market strategies
- Clear direction on what he’s building
@GrowthPair slots in well when you’ve built out your strategies.
And you need execution talent to double down on:
🧪 Testing
⚙️ Optimization
📊 Reporting and other repetitive tasks
But if you don’t know where you’re going…
We can’t help you.
This deal would have been $40K-50K per year.
And I’ve turned down 40+ clients like this.
So $500,000 is an understatement — I’ve likely walked away from over $1M in just the last few months.
Is it painful?
Hell yeah.
But I’ve learned this lesson the hard way.
At my previous startup, I took on every client that walked through our door.
Even when they weren’t a good fit.
We wanted to scale to $1M ARR to prove ourselves.
But it backfired…
1/ We had to put in a lot more effort and resources to close those clients
2/ Supporting them took a toll because they weren’t the best fit
3/ In the end, it costs us more than it made us
That’s why this time…
I only onboard clients who are the right fit.
Even if it means turning down millions.
Refining your audience and qualifying leads goes a long way.
It’ll cost you revenue now…
But it’s a long-term investment in the right business.
You’ll never run out of ad creative ideas after this.
(In fact, you’ll be fired up to test new ones)
@risescience has been CRUSHING the ad game lately.
Here’s what makes their approach a masterclass:
✅ Creative that stands out in a crowded feed
✅ CTAs seamlessly baked into the ad itself
✅ Genius use of familiar interfaces—like Facebook Messenger & Minesweeper
They’ve rolled out some insanely clever concepts.
Here’s a breakdown of 6 of them:
