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Horizons Pod with Nate Desmond

Horizons Pod with Nate Desmond

著者： Marketing insights from the cutting edge of growth
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 Subscribe at: https://horizonspod.com/ Join Nate Desmond as he dives deep into modern marketing. Each week, you'll hear war stories and tactical breakdowns from growth operators who've scaled products from zero to millions – from consumer apps saving tens of millions in acquisition costs to B2B companies charting their course to $100M+ in revenue. This isn't theory – it's a weekly masterclass in growth strategy, featuring makers and marketers who've built the products you use daily. Each episode unpacks the hidden mechanics behind viral loops, marketplace dynamics, enterprise sales motions, and acquisition strategies that actually work.

horizonspod.substack.comNate Desmond 経済学
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  • How This Home Services Business 50x'd Revenue By Changing 1 KPI with Sam Preston | Horizons Pod

    How This Home Services Business 50x'd Revenue By Changing 1 KPI with Sam Preston | Horizons Pod
    2025/06/24
    Listen now on YouTube, Spotify, and Apple.—Sam Preston is the CEO of Service Scalers, a specialized marketing agency focused on helping home service businesses grow through digital marketing.Here’s some of my takeaways from this week’s episode…1/ 🎯 Your numbers tell the real story > Your gut instincts- Track the full funnel: leads → appointments → deals → revenue- One client went from $200k to $10M after switching budget between keywords based on revenue data (not just lead volume)- Key metrics: lead volume, appointment rate, close rate, revenue per lead source2/ 📞 Phone Calls > Form Fills for Service Businesses - Get prospects on the phone to build rapport and set appointments- Use call tracking numbers to attribute leads to marketing channels- Consider tools like CallRail to dynamically swap numbers based on traffic source3/ 🤝 Annual Contracts > Monthly Retainers- Predictable revenue enables hiring better talent- Better talent drives better results for clients- Creates positive feedback loop of growth- Similar to how service businesses can benefit from maintenance packages4/ 👥 Hiring Philosophy: Values + Skills > Just Skills- Key interview questions reveal values alignment:- "What rule did you break at your last job?"- "When have you put your job at jeopardy?"- Look for people willing to do the right thing, even when difficult5/ 🎨 Simple Website > Fancy Design- Clear services and location- Strong call-to-actions (not "Learn More")- Basic social proof- Job-to-be-done focused copy- Mobile-first design with persistent click-to-call6/ 🔄 Test Lead Sources Before Scaling- Start with Facebook groups for free leads- Graduate to aggregators for paid leads- Move to Google Ads once you have budget- Add broader marketing channels at scale7/ 💼 Perfect Agency Partnership = High Standards + Good Treatment- Don't just "pay and get out of the way"- Don't micromanage either- Hold accountable while treating team well- Think of agency as extension of your team8/ 🎯 Track Metrics That Matter- Lead source performance (volume AND revenue)- Appointment set rate- Close rate- Return on ad spend- Give every role ONE key metric to optimize—Where to find Sam Preston: * Service Scalers: https://www.servicescalers.com/* LinkedIn: https://www.linkedin.com/in/sampreston/* X: https://x.com/HeySamPreston—In this episode, we cover:00:00 Introduction and Personal Insights 00:52 Understanding Home Service Businesses 06:56 Marketing Strategies for Home Service Businesses 15:03 Hiring and Budgeting for Marketing 21:41 Tracking Leads and Optimizing Websites 25:22 Effective Marketing Strategies for Home Services 27:12 The Power of Story Branding 29:23 Converting Leads into Sales 31:40 The Importance of First Impressions 33:36 Optimizing for Mobile Experience 34:38 Understanding Jobs to Be Done 36:15 The Role of Social Proof 38:13 Scaling a Home Service Business 39:25 Hiring for Growth 42:15 Identifying the Right Talent 48:42 Creating a Positive Work Culture 51:49 Balancing Automation and Hiring 55:30 Tailoring Marketing Strategies for Home Services 58:17 The Importance of Client Retention and Revenue Predictability 01:01:13 Creating Recurring Revenue Streams in Home Services 01:04:19 Managing Staffing and Demand in Service Businesses 01:05:31 Identifying Pain Points for Business Growth 01:09:02 Building Effective Partnerships with Agencies 01:11:39 Key Performance Indicators for Home Service Businesses—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 13 分
  • Why Marketers Need To Say No More Often with Brian Austgen | Horizons Pod

    Why Marketers Need To Say No More Often with Brian Austgen | Horizons Pod
    2025/06/17
    Listen now on YouTube, Spotify, and Apple.—Brian Austgen is the Director of Demand Generation at Maxio, a B2B billing and financial reporting platform, and has over a decade of experience in digital marketing. (including a time when we both worked at the same education technology company)Here’s some of my takeaways from this week’s episode…1/ 🚀 The best-performing B2B marketing channel in 2025? Webinars. At $20k per event, they're delivering 4x expected results. Pro tip: Focus on timely messaging + strong partners/influencers + strategic promotion timing2/ 🎯 Your budget = your strategy. When allocating funds, map spending to company goals first, then use data for established channels and gut instinct (backed by experience) for new ones3/ 🧠 Want better marketing instincts? Test with discipline. Set clear hypotheses, define success metrics upfront, and ensure failures create actionable feedback → knowledge → power4/ 🤝 Agency management golden rule: If you're constantly pushing back on their recommendations, you've either hired the wrong agency or you're being stupid. They should drive strategy while you provide context5/ 📊 PLG (Product Led Growth) is transforming B2B marketing. Converting users to a free trial > booking sales calls. Focus on the first 2 minutes of product experience to start the flywheel6/ 🎨 Color testing in ads is surprisingly impactful. Simple color changes can dramatically affect performance - sometimes more than messaging tweaks7/ 🤖 AI sweet spots: Creative asset generation, video editing, and campaign planning. But garbage in = garbage out. Experienced marketers get better AI outputs because they feed it better inputs8/ 🎯 Top B2B marketing mistake? Assuming what worked before will keep working. Great marketers have multiple playbooks ready when the current one stops performing—Where to find Brian Austgen: * Maxio billing software: https://www.maxio.com/* LinkedIn: https://www.linkedin.com/in/brianaustgen/* X: https://x.com/brianaustgen—In this episode, we cover:00:00 Introduction and Setup 01:41 Undervalued Marketing Channels 05:26 Balancing Focus and Experimentation 08:06 Improving Marketing Intuition 09:12 Testing Methodologies in Marketing 09:42 Leveraging Data for Marketing Decisions 19:09 The Power of Webinars in Marketing 28:28 Building Credibility in Leadership 36:16 Navigating Rebranding Challenges 43:26 Building an Effective Marketing Team 46:22 Navigating Agency Relationships 49:33 Managing Agency vs. Direct Reports 53:56 Impressing Leadership as an Employee 55:49 Best Practices for Agency Interactions 57:53 Strategic Marketing Allocation 01:00:58 Common Growth Mistakes in Scaling 01:03:58 Sales and Marketing Alignment 01:08:04 B2B vs. B2C Marketing Dynamics—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 8 分
  • Why You're Wasting Ad Budget Without Even Knowing It with Jacqueline Freedman | Horizons Pod

    Why You're Wasting Ad Budget Without Even Knowing It with Jacqueline Freedman | Horizons Pod
    2025/06/10
    Listen now on YouTube, Spotify, and Apple.—Jacqueline Freedman is the CEO and Founder of Monarch Advisory Partners, a full-stack marketing consultancy specializing in GTM, MarOps, and MarTech. Prior to launching her consultancy, Jacqueline was the 5th marketing hire at WeWork during their hypergrowth phase and the 1st Marketing Operations hire at Grammarly during their transition to a B2C2B model.Here’s some of my takeaways from this week’s episode…1/ 📊 Process trumps perfection: When scaling marketing ops, focus on creating foolproof processes rather than expecting perfect execution. Create clear documentation, role-based access controls, and simplified workflows that even non-marketers can follow successfully.2/ 🎯 Community over metrics: Sometimes the most valuable marketing initiatives don't have clear KPIs. WeWork's building newsletters focused on community-building rather than specific metrics, showing how brand value can outweigh immediate measurable results.3/ 🔄 Post-mortems are gold mines: After mistakes, focus on "what happened, how it happened, why it happened, and how to prevent it." Document learnings and use them to improve processes. The response to failure matters more than the failure itself.4/ 💰 Daily data syncs = massive savings: Small operational improvements can yield huge returns at scale. Example: Updating paid ad suppression lists daily instead of monthly saved millions in ad spend by preventing mistargeting of existing customers.5/ 🎨 B2B doesn't mean boring: B2B companies can (and should) be more playful with their brand voice. While you don't need to chase every trend, establish a clear brand persona and don't default to overly formal communication.6/ 📈 Personalization needs substance: Move beyond basic "{first_name}" personalization. Focus on meaningful data points that provide value to users, while being mindful of privacy boundaries.7/ 🤝 Vendor partnerships matter: Build strong relationships with your marketing tech vendors. Join customer advisory boards and provide detailed feedback - you know the problems, they know how to build solutions.8/ 👥 Cross-functional translation is key: Marketing ops pros must be "global translators" between teams. Success comes from ability to communicate technical concepts to non-technical stakeholders and vice versa.—Where to find Jacqueline Freedman: * Monarch Advisory Partners: https://www.monarchadvisorypartners.com/* The Martech Weekly: https://themartechweekly.com/* LinkedIn: https://www.linkedin.com/in/jacquelinefreedman/—In this episode, we cover:00:00 Optimizing Ad Spend & Intro Jacqueline Freedman 01:11 Early Career: Jacq of All Trades & Remote Work Pioneer 02:58 Scaling WeWork's Hyper-Localized Newsletters (500 Buildings!) 04:22 The "Why" Behind WeWork's Emails: Community Over KPIs 06:16 The Unmeasurable Value of Brand Marketing 07:33 The Tech & Process Behind 500 Weekly Emails 09:30 Empowering 500 Non-Marketers to Be Marketers 11:46 Hyper-Localization: Beyond Countries to Buildings 13:09 Joining Grammarly: Building B2B Marketing Ops from Scratch 15:00 Hot Take: Why MQLs Aren't Dead (If Done Right) 19:19 Defining Your Ideal Customer Profile (ICP) 22:08 Grammarly's B2C to B2B Pivot: Finding the New ICP 24:15 AI in Writing: Tool, Threat, or Transformation? 26:54 Grandfather's Wisdom: Clients & Stakeholders Make or Break Your Day 27:30 The Power of Stakeholder Relationships & Listening Tours 30:16 Bridging the Gap: Marketing & Engineering Collaboration 33:02 Being "Dangerously" Technical as a Marketer 37:06 Facing Pay Inequity & Advocating for Fair Compensation 39:23 The Art & Discomfort of Negotiating for Yourself 43:06 Confessions of a Recovering Workaholic: Boundaries & Balance 45:35 Learning from Mistakes: A Post-Mortem Tale ("Winner of AB Test Here") 51:28 Blameless Post-Mortems & Process Improvement Culture 53:15 How You Leave Matters: Employees & Unsubscribers 55:58 Beyond First Names: Creating Impactful, Personalized Campaigns (WeWork Year in Review) 1:01:37 Should B2B Brands Be More Playful? 1:03:57 Saving Millions: Daily Data Syncs & Ad Suppression at Grammarly 1:08:07 Partnering with Vendors to Shape MarTech's Future 1:10:10 Where to Find Jacqueline & Final Thoughts—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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    1 時間 12 分

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