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  • This Company Sends Dog Treats to Customers' Pets (Sales Exploded) with Joey Coleman | Horizons Pod
    2025/08/19
    Listen now on YouTube, Spotify, and Apple.—Joey Coleman is a Wall Street Journal bestselling author and customer experience expert who has helped organizations like Hyatt Hotels, NASA and Zappos transform how they retain customers and employees through his First 100 Days methodology.Here’s some of my takeaways from this week’s episode…1/ 🎁 The Gift Economy > The Sale EconomyInvest 2-10% of net profits into customer gifting. While marketing to cold audiences converts at ~20%, marketing to existing customers converts at 60-70%. Focus your dollars where the ROI is highest: delighting current customers.2/ 🎯 Personalization > Standardization Don't give everyone the same calendar. Learn customer preferences through simple questions (sweet/savory, hot/cold drinks, pets) and use that intel for truly personalized gifts. Even digital companies should leverage physical touchpoints.3/ 💬 Words Matter > Words WhateverLanguage shapes relationships. Replace "acquisition" with "assess," "contracts" with "letters of agreement." Your vocabulary influences how customers perceive their relationship with you.4/ 🔄 Systems > SpontaneityCreate processes to capture customer insights (CRM) and employee preferences (ERM). Schedule regular SOP reviews. The worst time to figure out crisis response is during a crisis.5/ 🤝 H2H > B2BThere's no such thing as B2B - only Human-to-Human. Businesses don't buy things, humans do. Build relationships across multiple touchpoints in client organizations, not just the decision maker.6/ 🎬 Video Personalization at ScaleFilm personalized welcome videos for top 500 common names + 500 uncommon names. Create a video library over time. Small gestures of human connection differentiate you from competitors.7/ 🌊 Prevent Problems > Fix ProblemsAddress potential issues before they arise (like scope creep). Use memorable analogies like "Blue Kool-Aid moments" to set expectations when everyone's happy, not when tensions are high.8/ 🔎 Curiosity > Criticism When things go wrong, ask "How could I have prevented this?" before blaming others. Get curious about root causes before getting critical about outcomes.—Where to find Joey Coleman:* Never Lose a Customer Again: https://joeycoleman.com/books/never-lose-a-customer-again/* Never Lose an Employee Again: https://joeycoleman.com/books/never-lose-an-employee-again/* LinkedIn: https://www.linkedin.com/in/joeycoleman1/* X: https://x.com/thejoeycoleman—In this episode, we cover:00:00 Introduction and Background 05:36 The ROI of Customer Gifting 10:29 Scaling Personal Engagement 14:08 Employee Relationship Management 20:07 Joey's Journey from CIA to Customer Experience 23:55 Career Transitions and Taking Risks 30:15 Personalized Video Marketing at Scale 34:00 Digital Companies and Physical Gifting 38:30 The Eight Phases of Customer Experience 42:14 Managing Customer Expectations 47:10 Business Language and Communication 51:53 Proactive Problem Solving 57:46 Creative Gifting Strategies 1:14:51 Standard Operating Procedures and Growth—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 22 分
  • 3 Stage Homepage Framework That Turns Browsers Into Buyers with Alex Napier Holland | Horizons Pod
    2025/08/12
    Listen now on YouTube, Spotify, and Apple.—Alex Napier Holland is a conversion copywriter and founder of GorillaFlow who has helped 100+ startups and global tech brands boost revenue through strategic homepage copywriting and market positioning.Here’s some of my takeaways from this week’s episode…1/ 🎯 The 80/20 Rule of Website Traffic: For startups, less than 5% of visitors understand your product, while established brands enjoy 99%+ recognition. This fundamentally changes how you should approach homepage design - startups need more education, less assumption.2/ 📊 Features > Abilities > Benefits Framework: Don't just list features or benefits. Structure content as: What the feature is → What it enables users to do → What outcomes it delivers. Lead with abilities, back with features, close with benefits.3/ 🔍 Six Essential Customer Research Questions:- What pain points led you to try our product?- What specific use cases matter most?- What hesitations did you have?- How did you find us?- Why choose us over alternatives?- What does success look like with our product?4/ 💬 Social Proof Strategy: Ditch the "wall of love." Instead, maintain a tagged database of customer quotes and strategically place them throughout the page to validate bold claims. Include photos for credibility.5/ 📱 Mobile First, Always: Avoid the trap of designing for beautiful desktop displays. Most users will view your site on mobile devices, often with slower connections and different interaction patterns.6/ 🎨 Visual Hierarchy Through Contrast: Use contrast strategically to highlight value propositions within technical copy. Follow Apple's example: gray for technical details, white/black for impact statements.7/ 📈 Continuous Copy Updates: Test and refresh homepage copy quarterly at minimum. Most companies treat copy as a one-time project, but regular updates based on customer feedback drive better results.8/ 🎯 Enterprise Homepage Strategy: Address end users primarily, but include strategic sections for C-suite and finance stakeholders. Split outcomes into tactical (3-6 months) and strategic (2-3 years) benefits.—Where to find Alex Napier Holland:* GorillaFlow agency: https://gorillaflow.com/* Alex's Figma kit: https://alexnapierholland.com/* LinkedIn: https://www.linkedin.com/in/alexnapierholland/* X: https://x.com/NapierHolland—In this episode, we cover:00:00 Understanding Website Visitor Knowledge 02:25 Alex's Background in Journalism and Sales 05:19 Differences Between Homepages and Landing Pages 08:36 AI and Product Differentiation 12:21 Features, Abilities, and Benefits Framework 15:27 Avoiding Technical Jargon in Headlines 20:38 Using Kickers in Headlines 24:49 Customer Research Methods 32:23 Social Proof Implementation 36:32 Cognitive Load and Website Design 41:24 Homepage Refresh Frequency 43:51 Customer Survey and Interview Techniques 53:45 Enterprise Sales and Multiple Stakeholders 58:29 Typography and Design Best Practices 1:00:15 Lightning Round Questions—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 3 分
  • The Hidden Metric Killing D2C Brands with Veena Gandhi | Horizons Pod
    2025/08/05
    Listen now on YouTube, Spotify, and Apple.—Veena Gandhi is the founder and CEO of Digital Street Australia, a profit-first eCommerce growth agency that has generated over $250 million in client revenue working with brands like Coca-Cola, BeautyStat and Euclove.Here’s some of my takeaways from this week’s episode…1/ 💰 Cash Flow Beats ROASBreak free from return on ad spend obsession. Focus on actual dollars in the bank by tracking OPEX, marketing costs, and cost of goods. Partner with accountants and CFOs to optimize cash management fundamentals.2/ 🎯 Direct Response LivesTraditional advertising principles still apply to digital. David Ogilvy's direct response copywriting techniques remain powerful - focus on clear benefits, compelling headlines, and direct calls to action. The medium changes, but persuasion principles endure.3/ 🔍 The ARDF FrameworkAnalysis > Research > Data > Forecast. Start by analyzing current business state, research competition and market fit, analyze data for actionable insights, then forecast growth based on real metrics. Scale this framework based on business size.4/ 🌟 Reddit Research GoldMine Reddit forums and Amazon reviews for authentic customer language, pain points, and objections. Compile findings in spreadsheets to inform ad creative. Simple, free market research that most brands overlook.5/ 🌎 Smart Market ExpansionWhen expanding to new markets, localize everything - seasons, spelling, accents, influencers. Small details matter. Use postal code targeting to focus on specific retail locations.—Where to find Veena Gandhi:* Digital Street: https://digitalstreetau.com/* LinkedIn: https://www.linkedin.com/in/veenagandhi/* X: https://x.com/VeenaGandhi9—In this episode, we cover:00:00 Introduction and Profitable Marketing 02:50 Traditional to Digital Marketing Transition 05:31 Evolution of Product Launches 08:04 ARDF Framework Discussion 10:22 Analyzing Brand Data and Cashflow 14:21 DTC Brand P&L Breakdown 21:15 Landing Page vs Ad Responsibilities 24:01 Post-Purchase Experience 31:29 Whitelisting Ads Strategy 38:33 International Market Expansion 44:12 Brand Building vs Performance Marketing 48:08 Connected TV (CTV) Advertising 52:20 Heat Maps and Landing Page Analysis 56:34 Lightning Round Q&A—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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    59 分
  • When Words Fail, Build a Prototype with Karan Peri | Horizons Pod
    2025/07/29
    Listen now on YouTube, Spotify, and Apple.—Karan Peri is a product leader and builder who has led groundbreaking products across Nansen, Coinbase, Flipkart, Amazon Prime Video and Microsoft, known for pioneering progressive web apps and reimagining digital experiences at scale.Here’s some of my takeaways from this week’s episode…1/ 🎯 Prototype > PowerPoint: When pitching revolutionary ideas, show don't tell. Flipkart's PWA got approved only after building a working prototype—all previous written proposals failed. Live demos help stakeholders visualize the impossible and overcome status quo bias.2/ 🏃‍♂️ Move at the Speed of Trust: The best product teams work in "unsanctioned" ways to prove concepts quickly. At both Microsoft and Flipkart, breakthrough innovations came from small teams working after hours to build prototypes before getting official approval.3/ 🔍 Tech First Can Lead to Customer First: While "start with the customer" is good advice, sometimes understanding new technical capabilities (like service workers or ML) reveals previously impossible solutions to customer problems. Stay on top of emerging tech.4/ 🤝 Early Marketing Integration = Better Products: Include marketing teams in PRD reviews and early planning. The best marketing partners come armed with data about channel performance, conversion rates, and customer behavior—treat them as strategic partners.5/ 📊 Outcomes > Outputs: Don't celebrate shipping features or running experiments. Focus relentlessly on actual business impact. Create space in roadmaps for pivots when better paths to outcomes emerge.6/ 🎭 Test Feature Request Sincerity: When stakeholders request features, ask them to write a simple two-pager explaining the "why." This filters out ~70% of non-critical requests and ensures requesters have skin in the game.7/ 🔄 Pre-mortems Prevent Post-mortems: Before building, use AI to identify potential failure modes. Then deliberately choose which risks to mitigate now versus later. This prevents surprises while maintaining speed.8/ 📱 Challenge Industry "Ceilings": When Flipkart's mobile web conversions hit 0.8%, everyone said that was the ceiling. But by questioning assumptions and rebuilding from first principles, they achieved dramatically better results. Don't accept artificial limits.—Where to find Karan Peri:* LinkedIn: https://www.linkedin.com/in/karanperi/* X: https://x.com/karanperi—In this episode, we cover:00:00 Introduction and Background 01:20 Journey from Engineering to Product Management 08:08 Pioneering Progressive Web Apps at Flipkart 13:19 Understanding Customer Problems and Building Solutions 31:34 Working with Marketing Teams 39:14 Product Management Time Management 53:53 Balance of Maker vs Manager Schedule 58:51 Leveraging AI in Product Management 1:04:39 Pre-mortems and Risk Assessment 1:06:10 Lightning Round Q&A—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 11 分
  • The $150M Mansion Meeting That Made This CMO Quit Everything with Kevin Dahlstrom | Horizons Pod
    2025/07/22
    Listen now on YouTube, Spotify, and Apple.—Kevin Dahlstrom is a 4-time founder and 4-time CMO who has been called the only person to successfully rebrand three public companies. Based in Boulder, he's an active investor in over 50 startups and rock climbing enthusiast who helps companies create unfair advantages through strategic branding.Here’s some of my takeaways from this week’s episode…1/ 🎯 Success is Personal, Not UniversalThe corner office isn't everyone's dream. True success means aligning your work with YOUR definition of fulfillment, not society's. Kevin discovered this at the peak of his corporate career, realizing his version of success looked completely different from the traditional C-suite path.2/ 🎨 Define Your Ideal End State FirstCreate a detailed vision of your perfect daily life without constraints. This becomes your North Star for decision-making. Focus on states of being (like "get daily sunshine") rather than achievements. Most people skip this crucial step and chase others' dreams instead.3/ 🔄 Control is a Sliding Scale, Not a SwitchStart with accepting minimal control in your 20s (5%), gradually increase to 20% in your 30s, 50% in your 40s, and beyond. Don't wait for retirement to design your life. Build intentionally toward more autonomy year by year.4/ 👥 First Team Concept Transforms LeadershipYour primary loyalty as a C-suite executive is to the company and CEO, not your department. This mindset prevents silos and aligns everyone toward company-wide objectives rather than departmental wins.5/ 🎭 How You Do Anything is How You Do EverythingWhen hiring, look beyond resumes to personal life achievements. High performers excel across all areas of life. Personal accomplishments reveal more about someone's true capabilities than corporate achievements.6/ 🎯 Results Over ActivityFocus obsessively on moving key metrics that matter to the business. Many get caught up in tactics without understanding the "why." Great leaders start with desired outcomes and work backward.7/ 🤖 AI is a Force Multiplier, Not a ReplacementOne person can now do the work of 10 through AI, but human curation remains essential. Success comes from being a great editor and curator of AI outputs rather than trying to compete with AI directly.8/ 💪 Health is the Foundation for EverythingInvest early in mobility work (30-60 mins, 3-4x weekly) and find physical activities you genuinely enjoy. Your health compounds like compound interest, impacting every aspect of life and career success.—Where to find Kevin Dahlstrom:* LinkedIn: https://www.linkedin.com/in/kevind/* X: https://x.com/Camp4—In this episode, we cover:00:00 Introduction and Career Epiphany 05:43 Transitioning to a New Lifestyle 08:21 The Ideal End State Exercise 14:13 Finding the Right Team Members 18:01 Managing People and Scaling Impact 25:24 Interviewing and Hiring Strategies 31:01 Working with Different Personalities 34:41 First Team Concept in Leadership 38:07 Career Progression and Management 41:39 AI's Impact on Marketing 45:52 Health and Wellness Priorities 52:08 Lightning Round Q&A—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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    55 分
  • The Cold Email Formula That Made Over $1,000,000 with Sam Parr | Horizons Pod
    2025/07/15
    Listen now on YouTube, Spotify, and Apple.—Sam Parr is the founder of multiple 8-figure businesses including The Hustle (acquired by HubSpot for $27M+) and host of My First Million podcast, who pioneered the newsletter business model and built a media company to millions of daily readers.Here’s some of my takeaways from this week’s episode…1/ 📝 Master Copy Work Before Original Writing: Start by copying successful content word-for-word (ads, blog posts, books) to internalize patterns and rhythms. This was historically taught in schools and remains highly effective. Focus on pieces that have stood the test of time.2/ 🎵 Use Sentence Rhythm for Impact: Structure content with varying sentence lengths - start short, build slightly longer, then deliver a powerful long sentence punch. This creates natural flow and maintains reader attention. 3/ 🎯 Deploy the AIDA Framework: Structure cold emails and sales copy using Attention, Interest, Desire, Action. Example: Blank subject line (attention) → Relevant local connection (interest) → Social proof/FOMO (desire) → Clear next step (action).4/ 📧 The 50-Email Rule: You're just 50 emails away from reaching anyone (1 initial + 49 follow-ups). Focus on consistent updates and new information in follow-ups. Most will respond by email #3, but persistence can pay off even after 30+ attempts.5/ 📚 Simplify Your Writing: Aim for 4th-grade reading level, like Hemingway. Drop adverbs, use periods instead of commas, and explain concepts like you're talking to a friend at a bar.6/ 🔥 Strategic Controversy Drives Growth: Make some people love you while intentionally making others angry. This creates passionate supporters and generates viral attention. Example: The Hustle's Amazon Kindle exposé.7/ 🎨 Story > Stats: Use concrete examples and vivid imagery instead of abstract numbers. Example: Showing a baseball-sized lump of fat is more impactful than stating grams of fat in movie popcorn.8/ 🎯 Project Selection is Everything: Choose markets where the TAM supports your 10-year vision. Set clear outcome goals and verify the math works before committing significant time.—Where to find Sam Parr:* Join Hampton: https://joinhampton.com/* My First Million Podcast: https://www.youtube.com/@MyFirstMillionPod* LinkedIn: https://www.linkedin.com/in/parrsam/* X: https://x.com/thesamparr* IG: https://www.instagram.com/thesamparr/—In this episode, we cover:00:00 Introduction and Copywriting Fundamentals 03:23 The Power of Writing Rhythm and Style 05:14 Writing's Impact on Business Strategy 07:03 Building Sam's List and Business Stories 09:11 The Power of Storytelling in Marketing 11:52 Growing The Hustle Newsletter 14:04 Managing Multiple Ventures 16:04 Hiring Strategy and Talent Assessment 18:36 Pioneering Newsletter Business Model 22:25 Early Days and Craigslist Strategy 24:49 Cold Email Techniques and Follow-up 28:34 Pre-selling Products Through Copywriting 29:47 Career Reflections and Technical Skills 31:24 Lightning Round Questions—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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    32 分
  • Frustrated Customers Might Be Your Best Growth Segment with Iuliia Shnai | Horizons Pod
    2025/07/08
    Listen now on YouTube, Spotify, and Apple.—Iuliia Shnai is a co-founder of Papermark, an open-source DocSend alternative, who transitioned from academia to indie hacking and built multiple viral tools by learning to code in public.Here’s some of my takeaways from this week’s episode…1/ 🎯 Product-Market Fit > Perfect ProductFirst launch doesn't need to be perfect - Papermark started with basic features and incomplete payment processing, yet customers still paid. Focus on solving a clear pain point first, then iterate based on real usage.2/ 🔄 Test Fast, Double Down on WinnersExperiment across multiple channels but be ruthless about cutting what doesn't work. Papermark tested 14+ marketing channels but only continued with 3 that showed real traction.3/ 💰 Don't Self-Limit Your PricingStart with lower tiers but always test higher price points - you'll never know if people will pay more unless you offer it. Papermark's highest tier became their fastest-growing segment after adding it despite initial hesitation.4/ 🎯 Alternative Marketing > Category CreationPosition against established competitors when possible. Papermark found success marketing as "DocSend alternative" because people actively search for alternatives when unhappy with market leaders.5/ 📊 Natural Virality > Forced Virality Build viral loops into core product functionality rather than forcing artificial sharing. Papermark grows through natural document sharing rather than "invite friends" campaigns.6/ 💪 Quick Content > Perfect ContentStart with 1-hour SEO articles to test performance, then improve pages that show traction. Don't over-invest in content before validating its impact.7/ 📱 Know Your Audience's PreferencesDifferent audiences respond to different tactics - enterprise customers didn't engage with micro-tools while marketing audiences loved them. Tailor approach to target customer behavior.—Where to find Iuliia Shnai:* LinkedIn: https://www.linkedin.com/in/iuliia-shnai/* X: https://x.com/shnai0—In this episode, we cover:00:00 Introduction and Background 01:18 Early Product Development Experience 04:49 Transition from Academia to Startups 09:16 Discussion of Educational Technology 12:19 Early Marketing Strategies 18:08 Learning to Code and Building Tools 35:51 Marketing Attribution and Analytics 42:11 Product Development Strategy 47:00 Social Media Marketing Impact 56:25 Pricing Strategy Discussion 1:06:00 Micro Tools and Market Fit 1:08:42 Lightning Round Q&A—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
  • How a Sales Leader REALLY Feels About MQLs with Leslie Venetz | Horizons Pod
    2025/07/01
    Listen now on YouTube, Spotify, and Apple.—Leslie Venetz is a respected B2B sales strategist, keynote speaker, and the founder of The Sales-Led GTM Agency. With 15+ years of experience as a top-performing B2B sales professional and three-time Head of Sales, Leslie has established herself as an authority on outbound sales, email strategy, and creating buyer-centric sales experiences.Here’s some of my takeaways from this week’s episode…1/ 🎯 The Money Myth: Top sellers aren't primarily motivated by commission• Once basic financial needs are met, money drops to 3rd-5th priority• Recognition, meaningful work, and team culture rank higher• Key insight: Build incentive structures around more than just cash2/ 🎧 Active Listening > Passive Silence • It's not just about not interrupting• Resist the urge to pre-plan your response• Focus on understanding vs. sharing your "similar story"• Use the 4R framework (including Resist) to improve listening skills3/ 💪 Earn The Right Before You Sell• Start by providing value before asking for attention• Apply this mindset to every interaction (emails, calls, meetings)• Test: "What have I done to earn the right to make this ask?"4/ 📊 Quality > Quantity for Account Load• Enterprise/ABM: ~50 accounts per rep• Transactional sales: 400-500 accounts• Work backward from revenue goals to determine actual needs5/ 🎯 Incentive Design Drives Behavior• Make quota attainment feel achievable• Structure bigger payouts at higher performance tiers• Allow reps breathing room for strategic territory management6/ 🤝 Marketing vs Sales: Partners Not Nemeses• Both face rejection and campaign failures• Attribution battles usually stem from executive pressure• Best results come from true cross-functional collaboration7/ 📝 Cold Email Excellence = Reduced Cognitive Load• Write at 3rd-5th grade reading level• Create visual space in messages• Make calls-to-action crystal clear• Focus on relevance to recipient8/ 📈 Product Led vs Sales Led: Choose Based on Price• PLG works best for products <$200/month• Higher price points justify full sales motion• Consider hybrid approach as you scale—Where to find Leslie Venetz: * The Sales-Led GTM Agency: https://salesledgtm.com/* LinkedIn: https://www.linkedin.com/in/leslievenetz/* X: https://x.com/B2B_SalesCoach—In this episode, we cover:00:00 Leslie Venetz: Journey to Sales Leadership 01:46 Understanding Sales as a Helping Profession 06:45 Lessons from Early Sales Jobs 10:55 Navigating Product-Market Fit Challenges 16:46 Sales Strategies for Growth 19:51 Finding Product-Market Fit 24:36 The Art of Cold Outreach 32:35 Multi-Channel Sales Outreach Strategies 36:18 Multi-Channel Outreach Strategy 38:09 The Importance of Data Providers 39:43 Understanding Customer Acquisition Costs 42:41 Sales Development Rep Workload 46:25 Backtracking to Revenue Goals 48:05 The Misconceptions of Sales Motivation 51:17 Motivating Sales Teams Beyond Money 53:10 The Power of Active Listening 57:48 Incentive Design for Sales Teams 01:02:51 Earning the Right to Ask 01:06:55 The Role of MQLs in Sales—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 7 分