Daniel Pearson
@danielpearson
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Growth helper of Uber, DoorDash, Turo, Dropbox, Adobe, Webflow and 100+ others via @growwithbamboo . I like to help plants and people grow too.
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Joined February 2009
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About me for new followers:
Born and raised in Michigan ✋🏻
Moved West a decade+ ago to build tech startups as a marketer
Now: CEO of
@growwithbamboo
. We manage hundreds of millions in growth $ for tech cos you know and love
I use Twitter to learn, teach, connect, and laugh!
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Meta is dropping a new targeting optimization tool soon that I believe will help brands DRASTICALLY improve their LTVs.
I’m very excited about it. 📈📈📈
If you want me to share the write up with you, fav this tweet and request a copy in the replies! I’ll send by end of week.
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I'm at Meta's Performance Marketing Summit today.
They shared a framework called "Performance 5".
It's their new set of best practices for those wanting to maximize ad performance on FB and Instagram.
Here it is:
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Steve Ballmer on Clubhouse tonight: “I’ve been in a hot tub during this whole chat!”
What a legend 😂😂😂
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@NielsHoven
I once got jaywalking citation in an open air drug market in SF (thanks to Google Maps).
I crossed on red to avoid someone who was frantically running around the intersection, screaming at cars.
While the officer wrote my ticket, the person I avoided continued, effectively
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For all confused about iOS 14 + Facebook Ads, here is our latest guidance from FB. It's organized into what they know, what they might know, and what they do not know.
This is honestly the most helpful and actionable recap we've received yet. Hope it's helpful!
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When the paid media team lowers CAC 20% by giving customers a 50% off coupon.
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Do you regularly feel stress/anxiety about your personal finances?
Yes
6496
No
4380
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Growth marketers aren't paid to be correct.
We are paid to test like crazy and bet the max amount when we're right and the min amount when wrong.
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My therapist: Is this “Attribution” in the room with us right now?
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DTC twitter right now about attribution:
Younger, optimistic marketers: “I like Triple Whale!” “I like Northbeam!”
Older, grizzled marketers: “Everything is a lie. Trust no one.”
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@jmj
Still very early days. They are giving up too early.
Just like mobile, some of the most obvious stuff will be features of the infra layer, but most will be left for application developers.
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Meta rolling out ad-creating generative AI by December!
From Meta's CTO:
He said that instead of a company using a single image in an advertising campaign, it can "ask the AI, 'Make images for my company that work for different audiences.' And it can save a lot of time and
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When the CEO tells the growth marketing team to double new customers while cutting CPAs in half.
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@buccocapital
WE ARE SELLING TO WILLING BUYERS AT THE CURRENT FAIR MARKET PRICE - SO THAT WE MAY SURVIVE
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We bought our entire team unlimited
@reforge
memberships this year.
I am so excited for
@growwithbamboo
folks to plug in deeper to the Reforge community and for our clients to benefit from all our team will learn. Better growth programs start with better marketers.
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I once got jaywalking citation in an open air drug market in SF.
I crossed on red to avoid someone who was frantically running around the intersection, screaming at cars.
While the officer wrote my ticket, the person I avoided continued, effectively blocking traffic in all
TIL the reason Google Maps doesn’t have a “most scenic” walking route option is is force people to walk through low-income communities
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Startup idea: spamGPT
A button you can click in gmail that replaces the "mark as spam" button.
When clicked, it has GPT reply to keep the sender in an endless loop of back and forth with your inbox until they block you instead.
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@BusinessInsider
@thisisinsider
Imagine blaming home prices on people who use zoom for work instead of blaming decades of restrictive zoning and underdevelopment
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Midjourney v5 is mind-blowingly good, but it still doesn't know how humans hold cheeseburgers.
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If you’re running 10 ad channels and none of them work, I can promise you channel
#11
isn’t the silver bullet you’re looking for.
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Pinterest is paid search, not paid social. I am willing to die on this hill.
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“He told me that he’s the Chief Growth Officer but really he just manages the Facebook Ads”
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A stat from Meta today: 56% of all auction outcomes are now attributable to creative.
Improve your ad creative, ya'll!
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Calling it now: Programmatic CRO will be in the marketing lexicon within 24 months.
AI will produce a flood of software that helps brands improve AOV, conversion rates, LTV, engagement, retention, etc by leveraging AI rather than manual tests.
There’s already a handful of early
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@rohindhar
We had a pipe burst in Christmas Eve one year and we called emergency plumbers. Only one company responded.
The guy pulled up 45 minutes later in brand new Sierra Denali 3500 with his entire family inside.
That's when I knew the job was going to get done and I was going to pay
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Facebook is evolving their Attribution product to "measure both paid and non-paid marketing activities on the FB family of apps".
This aligns perfectly with them pulling more commerce "on-platform" outside of ads. 🍿📈
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I run a Slack community for top tier growth talent.
Right now, it's mostly in-house folks. I want to add more agency founders and practitioners too. If you're interested in joining, please ping me.
(Please note: The group has a no selling policy so don't join for lead gen.)
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One year ago today, I snuck to the courthouse and married the most beautiful, smart, and fiery girl in the world.
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Who is the best paid media agency for small ecomm/Shopify brands?
We (
@growwithbamboo
) get a ton of small ecomm leads, but we focus on larger scale + tech clients.
I'd love to establish partnerships with the best.
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8 years ago, I founded a marketing agency called Bamboo. 🌱
We've driven $2B+ in revenue for clients and generated quite a bit of profit for ourselves, too!
Here's our story and the top three reasons why I think we've enjoyed so much success:
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#2
: Creators for DR
They recommend that if you're new to this, consider investing 10% of ad budget into branded content ads (and scale up from there).
Short-form video is the future (and honestly the present) of the platform. Advertisers need to adjust to that.
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Meta now officially recommending incrementality and/or MMM as a core part of the performance workflow. Let’s go!
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When you ask a CMO to forecast the ROI on their rebranding proposal
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#1
: Account Simplification
I've tweeted about this a lot, but this has to do with improving your ad account's signal resiliency.
Specifically, they recommend keeping "Learning Phase" to under 20% of your overall budget by concentrating your spend into few Ad Sets and Campaigns.
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I've been helping
@connorrolain
on a host of Hexclad growth leadership initiatives this year.
Mark my words: He is going to be an elite CMO (and probably CEO) one day.
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@I_Heart_Frisco
@NielsHoven
This was in 2016/2017 and I can assure you again it really happened, but I know that doesn’t align with your beliefs.
Have a good day!
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Crazy weekend thought:
We are 24 months or less away from UGC content having to compete with AI generated content services that can create infinite videos that perfectly align with whatever a short, text-based brief dictates.
“AIGC” will be indecipherable from “UGC”.
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DTC: We cut out The Middle Man and sell directly to you!
The Middle Man:
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Performance 5 aligns with what we've experienced from Meta for the last decade.
More AI-powered tools and automation, adoption of emerging content/ad types, and an intense focus on measurable results.
Feel free to ping me if you have any Qs or say hi if you're here! ✌️
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Imagine what you could buy on
@microacquire
for the same price as an undergrad degree in entrepreneurship.
You'd learn more about being an entrepreneur from the microacquire purchase, too.
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@EricJorgenson
Wait a year before you do any work that can be delayed. You gotta live in a space for a bit to know the best changes to make based on how you live. Also it’s cheaper.
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The current demand for top-tier growth marketers is like nothing I've ever seen. 🤯
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I have become fully convinced that Slack (and the etiquette around it) has become the single biggest productivity killer for remote teams.
It's a machine for forcing perpetual context switching.
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"Bootstrapped" is a lot different when the founder is rich.
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#5
: Business results validation
This one is my favorite.
They recommend doing account-wide lift studies on at least a quarterly basis and doing the analysis based on Conversions API integrated data, not just the pixel (which can underreport by up to 50%).
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Don't sleep on YouTube as a DR channel.
We continue to scale on YT every quarter. It's such a monster. Just saw an internal client case study today where YT is performing 2x better than FB!
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Being in a less prestigious growth role at a startup that scales fast is better for a career than being "Head of Growth" at one that goes nowhere.
So many marketers choose jobs based on y-intercept when they should always choose based on slope. 📈
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When I hear "branded search is driving a 20x return".
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Have the
@AcquiredFM
theme song stuck in my head this morning. Nvidia Ep 2 just dropped. Today is going to be a good day.
WHO GOT THE TRUTH?!
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#4
: Conversions API Quality Check
They recommend making sure your integrated into the Conversions API and more specifically, to make sure you have "Good" or "Great" scores for Event Match Quality (EMQ Score).
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Some growth marketers are preparing for iOS 14 to impact their targeting/optimization while others are only focusing on how it'll impact attribution.
The reality is, it'll impact both and we should understand, prepare for, and monitor each.
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Airbnb cutting $600M in annual ad spend is yet another cautionary tale about not measuring incrementality as we scale.
Happy they’ll save the money though! Huge win for whoever uncovered that internally.
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#3
: Creative diversification
They recommend testing new ad formats, but especially Reels (again, the future of the platform).
Also design creatives for each of your ideal customer profiles to maximize reach and improve conversion.
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So many startups are opting to raise their entire Pre/Seed Rounds from Operator Funds and Angels. It’s a wild shift to our ecosystem, but it makes sense.
Why bring on a generalist VC when you can bring on product experts, leadership experts, and growth marketing experts instead?
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Would you participate in a paid + NDA-protected community for growth marketers?
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@buccocapital
This is actually the perfect bull case for OKRs and Asana.
They are for teams who can’t put a man the moon (nearly every team).
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Hearing a lot of marketers betting on retro ad tactics like manual bidding, really segmented audiences, etc.
I think those folks are underestimating how much better AI is getting over time.
In a year, the algorithms will improve beyond the impact of iOS 14 and then some.
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Apple ad revenue growth +26%
Meta/Google +3-5%
Wonder what happened...
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Only people who have been poor will get this, but the two moments that felt best in my financial life so far are:
1. When I realized I made enough $ to fill my gas tank 100% every time I filled up.
2. When I hit $0 in debt.
Everything extra feels kinda the same.
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If we held a Facebook Ads + iOS 14 Q&A on Zoom that anyone could join and ask questions in, would that be helpful to you?
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