Creative Minds Meet Data: The New Marketing Paradigm with Reza Khadjavi
09/12/24 • 49 min
Summary
Reza Kajabi, co-founder of Motion, discusses his background in commerce enablement and the evolution of the creative strategist role. He explains how Motion aims to facilitate the balance between creativity and data-driven decision-making in order to drive high-performing assets. Reza also shares his admiration for Intercom and their approach to building companies. He highlights the importance of creative in marketing and the need for a process that constantly produces winning creative. Lastly, he discusses trends in the industry and the potential impact of the presidential election. The conversation covers various topics related to the advertising industry, including the impact of AI, the importance of curiosity and hard work in achieving excellence, and the challenges and benefits of remote work. Reza emphasizes the need for genuine curiosity, hard work, and persistence in achieving excellence. He also discusses the role of AI in creative strategy and the potential for AI influencers. Reza shares information about Motion's upcoming Creative Strategy Summit and encourages listeners to connect with him and try out Motion.
Takeaways
The role of the creative strategist, which combines creativity and data analysis, has become critical for brands in driving revenue.
Creative is the most important aspect of marketing, and finding the balance between art and science is key to producing high-performing assets.
Motion aims to accelerate the role of the creative strategist by providing tools and resources to help individuals in this role succeed.
Intercom is a company that Reza admires for their approach to building companies and their focus on AI.
Trends in the industry include the increasing importance of creative, the need for volume production of creative assets, and the impact of the presidential election on marketing. Curiosity and genuine interest are foundational for achieving excellence.
Hard work and persistence are essential for excellence, but it's important to avoid burnout.
AI has the potential to play a significant role in creative strategy, particularly in areas such as distribution and production.
Remote work offers flexibility but can be challenging for collaboration and alignment.
Motion is hosting the annual Creative Strategy Summit, a free virtual event, and offers a platform for creative strategy.
Reza encourages listeners to connect with him and try out Motion.
Sound Bites
"Creativity alone was not going to drive high performing assets."
"The melding of both creativity and data-driven decision-making is where all the value is generated."
"If you hire a salesperson at a SaaS company, they should pay for themselves and drive revenue."
"Curiosity and interest are foundational for achieving excellence."
"Hard work and persistence are essential for excellence."
"Persistence is key to building something with force behind it."
Summary
Reza Kajabi, co-founder of Motion, discusses his background in commerce enablement and the evolution of the creative strategist role. He explains how Motion aims to facilitate the balance between creativity and data-driven decision-making in order to drive high-performing assets. Reza also shares his admiration for Intercom and their approach to building companies. He highlights the importance of creative in marketing and the need for a process that constantly produces winning creative. Lastly, he discusses trends in the industry and the potential impact of the presidential election. The conversation covers various topics related to the advertising industry, including the impact of AI, the importance of curiosity and hard work in achieving excellence, and the challenges and benefits of remote work. Reza emphasizes the need for genuine curiosity, hard work, and persistence in achieving excellence. He also discusses the role of AI in creative strategy and the potential for AI influencers. Reza shares information about Motion's upcoming Creative Strategy Summit and encourages listeners to connect with him and try out Motion.
Takeaways
The role of the creative strategist, which combines creativity and data analysis, has become critical for brands in driving revenue.
Creative is the most important aspect of marketing, and finding the balance between art and science is key to producing high-performing assets.
Motion aims to accelerate the role of the creative strategist by providing tools and resources to help individuals in this role succeed.
Intercom is a company that Reza admires for their approach to building companies and their focus on AI.
Trends in the industry include the increasing importance of creative, the need for volume production of creative assets, and the impact of the presidential election on marketing. Curiosity and genuine interest are foundational for achieving excellence.
Hard work and persistence are essential for excellence, but it's important to avoid burnout.
AI has the potential to play a significant role in creative strategy, particularly in areas such as distribution and production.
Remote work offers flexibility but can be challenging for collaboration and alignment.
Motion is hosting the annual Creative Strategy Summit, a free virtual event, and offers a platform for creative strategy.
Reza encourages listeners to connect with him and try out Motion.
Sound Bites
"Creativity alone was not going to drive high performing assets."
"The melding of both creativity and data-driven decision-making is where all the value is generated."
"If you hire a salesperson at a SaaS company, they should pay for themselves and drive revenue."
"Curiosity and interest are foundational for achieving excellence."
"Hard work and persistence are essential for excellence."
"Persistence is key to building something with force behind it."
Previous Episode
Navigating the Affiliate Landscape with Noah Tucker of Social Snowball
Show Notes:
In this episode of Equation of Excellence, hosts Rabah and Noah Tucker dive deep into the evolving world of affiliate marketing and the entrepreneurial journey of Noah, the founder and CEO of Social Snowball.
Key Highlights:
Noah's Adventures in Spain: The episode kicks off with a fun anecdote about Noah's recent experience at a Steve Aoki concert, where cake-throwing antics take center stage.
Introduction to Social Snowball: Noah explains the mission of Social Snowball, an innovative affiliate platform designed specifically for direct-to-consumer (DTC) brands. Unlike traditional affiliate programs that cater to publishers, Social Snowball focuses on modern affiliates, including influencers and creators, to drive attributable revenue.
The Journey to Founding Social Snowball: Noah shares his background in e-commerce and media buying, recounting how his frustrations with existing affiliate software led to the inception of Social Snowball.
Bootstrapping Success: The conversation touches on the challenges of bootstrapping a SaaS company. Noah discusses his initial hesitations about seeking venture capital and how rejections from VCs turned out to be a blessing in disguise, allowing him to focus on building a sustainable business.
Breaking Through Plateaus: Noah reflects on a pivotal moment when he realized the need to target larger brands to scale the business. This led to significant changes in product offerings, sales strategies, and customer success initiatives.
Building a Team: The episode highlights Noah's first major hires, including a head of growth who transformed the company's approach to enterprise pricing, and the recent addition of a CTO, marking a significant milestone in the company's growth.
Looking Ahead: As Social Snowball continues to grow, Noah shares insights on competing against venture-backed companies and the importance of building a robust business model without external funding.
Takeaways:
Social Snowball is an affiliate platform that focuses on helping DTC brands partner with influencers and creators.
Noah Tucker believes in hiring senior talent who can hit the ground running and drive the business forward.
He prefers a remote work environment and values self-starters who can take ownership of their work.
Scaling a company requires making tough decisions and ensuring that the right people are in the right roles.
The challenges of maintaining company culture and productivity increase with hybrid work environments.
Expanding beyond the DTC bubble and reaching a wider audience is a goal for many companies in the space. To break out of the
D2C bubble and build a behemoth, it is important to expand into the enterprise market and target more sophisticated customers.
Finding better customers in the enterprise space requires exploring marketing channels beyond social media platforms like Twitter and Instagram.
Curated events can be an effective strategy for penetrating the enterprise market and creating awareness for your brand.
Preventing coupon code leaks is crucial for e-commerce brands, and features like Safe Links can help protect against unauthorized use of discount codes.
Apple Vision Pro can be a useful tool for productivity, especially during flights, but its usage may vary depending on individual preferences and needs.
Excellence is a function of learning from others while also recognizing the uniqueness of your own path and situation.
Sound Bites
"Noah Tucker, founder, CEO of Social Snowball."
"We're an affiliate platform for DTC brands."
"We tried to raise money, but I'm glad it didn't work out."
"How do you break out of this bubble?"
"Most of the killers are like bad boys and girls move in silence kind of thing"
"Our enterprise strategy is going to be based on getting bigger on Instagram and throwing curated events"
Chapters:
00:00 Introduction and Catching Up
02:14 Noah's Journey and the Decision to Bootstrap
06:23 The Benefits of Bootstrapping
11:13 Hiring Senior Talent
14:44 Remote Work and Self-Starters
19:23 The Challenges of Work Environments
21:55 Expanding Beyond the DTC Bubble
24:39 Breaking Out of the D2C Bubble
26:50 Curated Events for Penetrating the Enterprise Market
34:04 Preventing Coupon Code Leaks with Safe Links
38:21 Apple Vision Pro: Productivity and Personal Preference
40:49 The Equation of Excellence
Conclusion:
This episode is a must-listen for aspiring entrepreneurs and anyone interested in the affiliate marketing space. Noah's candid insights and experiences provide valuable lessons on resilience, innovation, and the power of focusing on customer needs.
Tune in to hear how Noah Tucker is redefining affiliate ma...
Next Episode
![undefined - [Special Episode] Full Funnel Creative Strategy Performance Creative](https://storage.googleapis.com/goodpods-images-bucket/episode_images/98065c5d15bf23fccff139068a0953a373a152e78c94888d53b605e7b2646e16.avif)
[Special Episode] Full Funnel Creative Strategy Performance Creative
Special Episode this week. We have a replay of our most attended webinar to date and it was too good not share. We will resume our regularly scheduled programming next week :)
Participants: Barry, Alex Cooper, Jonathan Packer, Rishabh
Key Discussion Points
Q4 Creative Strategy
Alex Cooper's Approach:
- Emphasizes creating evergreen ads that resonate year-round while tailoring content for seasonal relevance.
- Advocates for content that reflects consumer behavior during the holiday season, such as gifting and family gatherings.
Barry's Insights:
- Recommends maintaining existing high-performing ads rather than solely focusing on sales messaging during Q4.
- Stresses the importance of storytelling and contextual relevance in ads.
Black Friday/Cyber Monday (BFCM) Strategies
Jonathan's Timeline:
- Plans to start BFCM promotions on November 25th, focusing on gifting messages as the holiday approaches.
Rashib's Experimentation Focus:
- Discusses segmenting audiences between repeat customers and new customers to tailor messaging effectively.
Trends and Predictions
Consumer Sentiment:
- Jonathan notes a decline in consumer sentiment but believes demand for gifts will sustain Q4 sales.
Ad Spend Dynamics:
- Barry highlights potential shifts in ad spending due to upcoming elections impacting consumer behavior.
What's Working in Advertising
Effective Formats:
- Authority figures in ads are gaining traction; utilizing real experts can enhance credibility.
- Founder-led ads are highlighted as a powerful tool for authenticity.
Customer-Centric Ads:
- Encouragement to use customer testimonials and experiences to create relatable content.
Conclusion
- The session wraps up with a call for audience engagement, inviting questions and comments from viewers. The participants express excitement about implementing discussed strategies for Q4 and beyond.
Additional Notes
- Participants share personal anecdotes and insights throughout the discussion, fostering a collaborative environment focused on innovative advertising strategies.
If you like this episode you’ll love
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