Jonathan Martinez
@jon4growth
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Founder of @GrowthPair . Led growth at Uber, Coinbase, & Postmates. Exited $3.5M ARR biz in Dec 2023. Follow for startup and growth content 🌱
Book GrowthPair call 👉
Joined August 2008
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Pinned Tweet
I sold my 7-fig staffing agency in January.
But I’m ready to go again and this time...
I’m helping startups find the best growth marketing talent around the globe!
Stoked to be partnered with
@businessbarista
(founder of
@MorningBrew
), one of the baddest growth agencies
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100+ hours writing tactics that I’ve honed in my last 10+ years of startup growth. It’s all in my new book, Your First Million: Growth Marketing Blueprint for Startups.
Inside, you’ll find:
🪄 How to understand your product-market fit the fastest way
🪄 Why it’s important to
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Just released my free 15-page growth guide for scaling your startup 📚
The guide includes:
✅ The way to 10x your growth experimentation
✅ How to build a lean growth stack for attribution
✅ The first growth hire you should make
✅ The most efficient method to finding your
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Are you a startup founder? Here's your chance at a free guide designed to help you scale with growth marketing 📖 All you have to do is subscribe to my newsletter () and reply to this tweet. I'll send it over to you soon after🚀
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I'm going to start sharing my experiences in 2023 on scaling my startup
@SalesKiwi
from $0 > $2m ARR in the last 18 months. It's been a wild ride and hope you all can learn from it 💡
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I spent hours collecting top performance ads so you don't have to 🪄🎨
It's a convenient scrollable ad library:
- 100s of ads
- Categorized by theme, industry, etc
- Ad metadata included
- Sharable links for each ad
Reply "ads" and I'll send it to you.
(must be following)
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Less than 2 years ago I founded Sales Kiwi. It definitely hasn't been a rocket of purely success.
We did recently hit $2M ARR though and scaled to a team of 30.
What fueled our rocket though?
Below are some thoughts that you can hopefully implement in your own startups:
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Welcome to my X profile 👋
Bit about me:
- Spent last decade as a growth marketer
- Recently sold my virtual staffing startup
- Wrote growth book available on Amazon
- Love watching/playing golf and tennis
What to expect on here:
- Random thoughts on startups/growth
-
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Marketing x sales for B2B startups should work in harmony 🚀🚀
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speed isn't king when building startups.
choosing what to prioritize is king.
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🔥
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Startups who achieve breakout success performed hundreds upon hundreds of growth tests to get there. That's their secret.
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Big big day. All of the articles I've ever written on
@TechCrunch
are no longer behind a paywall. They're all free to read.
If you're interested in reading any of these growth articles, below is the link 👇
Link:
Big kudos to
@YourProtagonist
,
@eldon
,
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We had lofty goals and $100k in monthly growth budget at
@Postmates
once upon a time..
This meant we had to find where to prioritize growth efforts...
How did we do it?
Here are some learnings from my growth days
@Postmates
💰
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We scaled to $2M ARR- got stuck for 5 months- and then pushed to $3M ARR.
Below are the reasons I feel we got stuck:
1. We hired too late
As you scale, teams become inundated with all of the new tasks that you really have to keep a pulse on the next 6-12 months of hires. It
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As you build a startup, I highly recommend holding meetings focused on one single problem area. Spend that half hour block just on that problem. I promise it'll make a huge difference. 💪
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Joined Twitter in 08. Just hit 10k followers. Been a fun journey and excited to continue sharing growth lessons on here!
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Which startups have famously used a waitlist as part of their marketing strategy?
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When you realize everything in life is sales and marketing, you will level up.
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H.A.T.E.R.S = Having Anger Towards Everyone Reaching Success
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Currently writing about how to build a proper growth marketing tech stack. I'm surprised at how many startups don't focus on this early on. Very important to understand the efforts on channels, etc
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What I've realized is there are always unlimited problems to solve at a startup, and knowing what to ignore is truly a superpower.
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The longer I'm in marketing...
The more I realize there are no "silver bullets"
Sure, you hear of a viral success here and there.. but at the end of the day for 99% of startups, it's exhaustive testing, moving the needle and improving daily.
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After helping 500+ startups build their B2B sales teams,
I've seen hundreds of problems...
Here are the top 3 to avoid when building your own sales team 📞
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I'm thinking that consulting will grow in 2023 as startups look to scale back their full-time staff to survive tough economic conditions.
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If you're missing retention in your growth plan, you're missing everything. It's 🔑
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Stay patient with unlocking growth channels. It doesn’t happen overnight!
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Excited for this one to drop on
@TechCrunch
. Writing a five part series where I show how to learn growth marketing (without a course) 🚀
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I'm a believer that everyone at early stage startups should be doing some level of marketing.
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@lennysan
It was a blessing in disguise for me to go full-throttle on my startup and writing. Nothing. Initial shock was what I needed. :)
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TikTok is easily innovating faster than any paid acquisition channel. It's wild. They understand.
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At a certain point, CAC becomes irrelevant. LTV is what really matters.
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AI for writing your startup's social media captions 🔥 I'm exploring a few AI tools to help with social marketing. Want me to share once I find the best tool combo?
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Just read that in 2019, 40% of VC money went straight to FB and Google ads.
Wow. Not surprised, but still, wow.
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My latest
@Adweek
column on how to scale TikTok! Leveraging an organic brand page, creative tips, influencers and more covered 🔹
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I'm convinced that crypto/web3 startups are going to blow up in 2023. This is a nice silent "winter" for building.
So excited to see what comes out of this quiet period.
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Branding turns your product from $99/mo > $199/mo. It's underrated in the growth arsenal.
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Biggest learning as a founder:
Projections are always off.
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Startup life is amazing and crazy at the same time. You'll have a new idea in the shower that shakes up the entire business model for years to come.
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The smartest thing a business owner can do is hire people who are smarter than them.
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After working at Uber, Postmates, Coinbase, I've seen how world-class growth funnels look..
They all have similarities, and I'm here to share them 🧵
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It seems LinkedIn severely throttles reach when you post external links. Anyone else notice this?
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Your acquisition efforts don't end with the first touchpoint. There's so much more to it. That's the start of it. Nurture your leads and make them your stickiest / most valuable customers.
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To win at content marketing, you must focus on more than just blog posts. Don't be misguided! You need to build video content, whitepapers, infographics, webinars, social media posts, etc..
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Growth analytics can't be an afterthought. It takes a proper foundation, tooling, and understanding of how to measure various metrics.
If you take the time to set a foundation, growth marketing efforts will 100x.
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Would anyone be interested in a growth marketing book for achieving the first million on your startup?
Many books today are broad I believe and not geared towards the very very start of a startup.
Think infancy > $1M.
I may compile much of my writing over the years into
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I’m real stoked to see how growth evolves in web3. It’s going to be a fun ride 🚀
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Don't go after every customer. Churn will be your biggest nightmare.
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does anyone feel like there’s too many great podcasts and not enough time in the day? 😰
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The best growth marketing course is not a course.
Hot take, maybe? I'm writing about this now 📝
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“People don't know what they want until you show it to them."
One of my fav Jobs' quotes.
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Such an interesting way to sell the problem of bad sleep. Pillows coming out of a pill bottle. Well done, IKEA.
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I'm convinced you only need $1,500 to determine product market fit. While @ Postmates, we grew to a $1B+ company and were still using free/hacky methods to acquire. 3️⃣ methods incoming.
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Defining your ICP (ideal customer profile) as early as possible will pay the largest dividends. Take those customer research calls and learn as much as you can about their struggles / why they're using your product / etc.
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For all those affected by the layoffs in tech over the past week, please reach out if I can be of any help. Choppy waters, indeed, but things will get better 🙌
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I believe every growth marketer should be required to talk to 10 customers at the startups they join.
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I'll take A-grade marketers + B-grade product over B-grade marketers + A-grade product any day of the week.
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When I first joined
@Uber
, one of the most striking discoveries was how we didn't have a dedicated design team for perf marketing. We relied on creative agencies 100% of the time. Goes to show that even large giants rely on agency/consultant talent.
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Don't focus too much on your brand during seed-stage. That's more series-A and beyond level work.
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This was a particularly fun one to write and something every startup should focus on early. It’s the diff between success or failure.
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All successful startups are doing 20% things insanely well. And then 80% of things meh.
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I think we’re still far out, but an interesting look at the web3 growth landscape that’s brewing (via Safary) 🔮
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Understand your customer persona. Really well. That’ll make the biggest difference in your growth.
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Waiting to identify your customer persona(s) can make or break your startup.
It almost shut
@SalesKiwi
down - and here's why.
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If sales and marketing aren't working hand-in-hand 🤝 for your B2B startup, stop what you're doing now and make that connection. It's vital.
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Smaller startup with high retention > bigger startup with huge churn issues. Retention means you are providing immense value.
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Podcast and OTT advertising (streaming) are two mediums I see continuing to explode in the next few years. Don't sleep on it.
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I'm writing a column about growth marketing agencies -- should you work with one, what to look out for, etc. Excited to shed 💡 as I know this is something that many startup founders consider.
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Your startup's first million is exhilarating. The second is validating.
I made many mistakes scaling
@SalesKiwi
from $1M > $2M ARR.
So.. decided to share my top 5 lessons in this phase.
1. Promos can hurt you
We saw that while promos inflated our conversion rates and
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Airbnb is a masterclass for why founder content will continue to gain steam in 2024.
Just take a look at the 2023 Winter Release stats from Airbnb.
From Chesky (founder) account:
• 2.5M impressions
• 5.4k likes
• 811 reposts
• 256 reposts
From Airbnb company account:
•
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Ultra common startup growth marketing mistakes I see on a day-to-day and how to avoid them in 60 seconds:
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Retention is gold in growth marketing. I just wrote about this on
@TechCrunch
but feeling compelled to write a mini 🧵 as well. Let’s dive into how retention can be prioritized and improved.
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AI AI AI. Just making sure I join the party and tweet about it this week too 😁
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Woke up to the first subscription for
@TheAdBrownie
🎉 And... we literally just launched subscriptions a few days ago!
This calls for some weekend mimosas (jk) but seriously very validating that we're building something useful
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No matter company maturity, I'm a firm believer that a bare-minimum-10% of growth efforts should strictly be for experimentation.
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Starting a series where I interview growth experts on
@TechCrunch
🔥 Excited for you all to read and learn (from others outside of solely me 😜)
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When you wake up to this Krispy Kreme email. Take my money 🫨
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I'm starting a new
#growthhack
series! Story time on how startups hacked their way to crazy scale. The first is a fascinating one on how Airbnb scaled in the early days. Read this thread to find out more 🧵
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Companies that fine-tune their growth machines during this downturn are going to land on the moon when things get better and scale up. Fine-tune my friends.
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Every marketer should hone their copywriting. It's the difference between $50 CPAs or $25 CPAs.
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Creating blog content for your site? Do this to 100x your efforts with same level of effort. 🧵
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I scaled my startup to $1M ARR in first 12 months.
It sure wasn't pretty.
Here are 3 big lessons to help you avoid my mistakes:
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We now have ability for you to track brands with
@TheAdBrownie
👀
Anytime one of your tracked brands publishes new ads on Meta, it goes directly to your dash. We also populate media mix, landing page data, etc.
Never ever miss a competitor ad again and always have it in your
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The opinion that matters most in marketing?
Your customer's opinion.
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Paid acquisition is never the solution to a bad product or service.
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