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2X eCommerce Podcast - Ex-VaynerMedia and BarkBox Exec Explains How to Scale from $1M to $10M+ → Sam Piliero

Ex-VaynerMedia and BarkBox Exec Explains How to Scale from $1M to $10M+ → Sam Piliero

05/14/24 • 48 min

2X eCommerce Podcast

In this episode of the 2X eCommerce Podcast, I sit down with Sam Piliero, the founder and CEO of The Moonlighters, a demand gen and capture media buying agency. Sam’s journey from selling lemonade as a kid to working with major players like VaynerMedia and BarkBox is truly inspiring. He shares how these experiences paved the way for creating The Moonlighters, where he focuses on delivering comprehensive growth strategies for brands looking to scale.

We dive deep into the intricacies of media buying, exploring the critical differences between demand generation and demand capture. Sam offers practical advice on how to structure your agency for maximum efficiency, highlighting the importance of having growth directors skilled in both Facebook and Google ads.

Sam also sheds light on the evolving landscape of YouTube and Meta ads, sharing tips on crafting high-quality campaigns that resonate with audiences. He emphasizes the need to focus on total contribution margin rather than just ROI, advocating for a more holistic approach to measuring business success.

We also discuss the power of authentic user-generated content (UGC). Sam explains why genuine customer reviews and testimonials are more effective than ever in today’s market. This episode is packed with actionable insights for any brand looking to enhance their marketing strategies and achieve significant growth.

Join us for this insightful conversation filled with expert tips and strategies to help you elevate your brand’s marketing efforts. Whether you’re aiming to optimize your media buying strategy or leverage authentic content, this episode has something valuable for you. Tune in to learn how to drive growth and boost your brand’s success.

Best,
Kunlé

Chapters:

  • (00:00) - Introduction to Scaling Your Brand
  • (01:23) - The 2x eCommerce Podcast Begins
  • (03:03) - Sam Piliero's Journey: From Lemonade Stand to Media Buying Expert
  • (08:56) - The Birth of The Moonlighters Agency
  • (09:58) - Strategies for Scaling from 1 Million to 10 Million in Revenue
  • (11:54) - Inside The Moonlighters: Agency Structure and Strategy
  • (15:30) - Demand Generation vs. Demand Capture: Maximizing ROI
  • (24:27) - Navigating Data Accuracy in a Post-iOS Update World
  • (26:33) - Decoding Digital Advertising: Insights and Strategies
  • (27:16) - Navigating Attribution Settings and Conversion Insights
  • (27:55) - The Trustworthiness of Google Data and Attribution Windows
  • (29:32) - The Reality of Advertising Metrics: A Case Study
  • (31:41) - The Importance of Accurate Data and Comprehensive Account Health Checks
  • (32:44) - Maximizing Business Growth Through Financial Modeling
  • (37:40) - Exploring the Potential of YouTube Advertising
  • (40:52) - Optimizing Facebook Advertising: Technical Tweaks and Creative Strategies
  • (45:03) - The Power of Authenticity in User-Generated Content
  • (47:36) - Planning for a Deeper Dive: The Promise of Part Two

Guest Links:

Connect with 2X eCommerce:

Subscribe to Our Newsletter:

Stay updated with the latest insights and tips by subscribing to our newsletter here.

Get a Copy of Kunle’s Book

Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

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In this episode of the 2X eCommerce Podcast, I sit down with Sam Piliero, the founder and CEO of The Moonlighters, a demand gen and capture media buying agency. Sam’s journey from selling lemonade as a kid to working with major players like VaynerMedia and BarkBox is truly inspiring. He shares how these experiences paved the way for creating The Moonlighters, where he focuses on delivering comprehensive growth strategies for brands looking to scale.

We dive deep into the intricacies of media buying, exploring the critical differences between demand generation and demand capture. Sam offers practical advice on how to structure your agency for maximum efficiency, highlighting the importance of having growth directors skilled in both Facebook and Google ads.

Sam also sheds light on the evolving landscape of YouTube and Meta ads, sharing tips on crafting high-quality campaigns that resonate with audiences. He emphasizes the need to focus on total contribution margin rather than just ROI, advocating for a more holistic approach to measuring business success.

We also discuss the power of authentic user-generated content (UGC). Sam explains why genuine customer reviews and testimonials are more effective than ever in today’s market. This episode is packed with actionable insights for any brand looking to enhance their marketing strategies and achieve significant growth.

Join us for this insightful conversation filled with expert tips and strategies to help you elevate your brand’s marketing efforts. Whether you’re aiming to optimize your media buying strategy or leverage authentic content, this episode has something valuable for you. Tune in to learn how to drive growth and boost your brand’s success.

Best,
Kunlé

Chapters:

  • (00:00) - Introduction to Scaling Your Brand
  • (01:23) - The 2x eCommerce Podcast Begins
  • (03:03) - Sam Piliero's Journey: From Lemonade Stand to Media Buying Expert
  • (08:56) - The Birth of The Moonlighters Agency
  • (09:58) - Strategies for Scaling from 1 Million to 10 Million in Revenue
  • (11:54) - Inside The Moonlighters: Agency Structure and Strategy
  • (15:30) - Demand Generation vs. Demand Capture: Maximizing ROI
  • (24:27) - Navigating Data Accuracy in a Post-iOS Update World
  • (26:33) - Decoding Digital Advertising: Insights and Strategies
  • (27:16) - Navigating Attribution Settings and Conversion Insights
  • (27:55) - The Trustworthiness of Google Data and Attribution Windows
  • (29:32) - The Reality of Advertising Metrics: A Case Study
  • (31:41) - The Importance of Accurate Data and Comprehensive Account Health Checks
  • (32:44) - Maximizing Business Growth Through Financial Modeling
  • (37:40) - Exploring the Potential of YouTube Advertising
  • (40:52) - Optimizing Facebook Advertising: Technical Tweaks and Creative Strategies
  • (45:03) - The Power of Authenticity in User-Generated Content
  • (47:36) - Planning for a Deeper Dive: The Promise of Part Two

Guest Links:

Connect with 2X eCommerce:

Subscribe to Our Newsletter:

Stay updated with the latest insights and tips by subscribing to our newsletter here.

Get a Copy of Kunle’s Book

Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

Previous Episode

undefined - How Automating Accounting Fuels E-Commerce Growth → Jason Richelson

How Automating Accounting Fuels E-Commerce Growth → Jason Richelson

In this episode of the 2X eCommerce Podcast, host Kunle Campbell speaks with Jason Richelson, the founder of Bookkeep, to explore the critical elements of accounting tailored for the online retail space. The discussion centers on the pivotal role of accrual accounting and its necessity for accurate financial management in business operations. Jason's insights help demystify complex accounting practices and highlight their significance in the e-commerce landscape.

Jason shares his extensive background that bridges software development and retail. His journey from operating a physical store to developing accounting solutions that cater to the digital economy offers listeners a unique perspective on integrating technology with traditional business practices.

The conversation also touches on the challenges and solutions related to payment reconciliation and inventory management in e-commerce. Jason emphasizes the importance of accurate financial tracking and how automation can address common issues faced by online retailers.

Further, they discuss the impact of technological advancements in accounting. Jason explains how modern tools and software are streamlining financial processes, making them more efficient and less prone to error.

The episode wraps up with a look at future trends in accounting technology, including the potential integration of AI and machine learning. This forecast not only paints an exciting future for e-commerce accounting but also stresses the ongoing need for businesses to adapt and innovate.

Find about about Bookkeep: https://www.bookkeep.com/product-overview/?utm_source=2xecom
Bookkeep is offering 2X eCommerce listeners an exclusive deal:
Get your first month free!
Just enter '2XEcom' in the 'How did you hear about us?' field when you sign up.

If you have any questions or need additional information, we're here to help. Take advantage of this special offer to streamline your e-commerce accounting!

★ Support this podcast ★

Next Episode

undefined - The Right Way to Use Google and Meta Ads to Scale Your DTC Sales from $1M to $10M+ → Sam Piliero (2nd Interview)

The Right Way to Use Google and Meta Ads to Scale Your DTC Sales from $1M to $10M+ → Sam Piliero (2nd Interview)

In this second part of the interview with Sam Piliero on the 2X eCommerce Podcast, host Kunle Campbell continues the conversation from last week, shifting focus from strategic to tactical insights. They delve into advanced strategies for optimizing Google Ads and Meta campaigns, providing actionable advice for eCommerce brands. The discussion covers Performance Max campaigns, cost caps, and mastering creative testing. Sam and Kunle also explore the synergy between Google and Meta advertising platforms, emphasizing the importance of maintaining a consistent marketing budget as a percentage of revenue. Sam shares practical tips on building content and engaging with your audience to stay ahead in a competitive market.

Listeners will learn how to effectively use Performance Max campaigns on Google to capture demand and the benefits of using cost caps on Meta for efficient budget allocation. Sam offers guidance on setting up successful retargeting strategies, leveraging dynamic creative, and balancing automated tools with manual oversight. The episode concludes with Sam's perspective on future trends in digital marketing and his advice for businesses to prepare for the rest of 2024.

Chapters:

Guest’s Links:

Connect with 2X eCommerce:

Subscribe to Our Newsletter: Stay updated with the latest insights and tips by subscribing to our newsletter here.

Get a Copy of Kunle’s Book Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

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