20Growth: How to Build a Paid Marketing Machine: ROAS (Return on Ad Spend) 101 | The Rise of User Generared Content and How to Use It | TikTok Ads: Expectations vs. Reality | Hiring for Growth: When and Who with Sandy Diao | The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

In this episode of 20 Growth, Harry Stebbings interviews Sandy Diao, a growth leader who has scaled products to millions of users at companies like Descript, Meta, and Pinterest. Sandy shares her journey into growth, emphasizing the importance of understanding customer context alongside data when forming growth hypotheses. She discusses common mistakes founders make, such as copying competitors without considering their unique market and challenges in building effective growth organizations. Sandy also provides insights on channel fit, ROAS, and the balance between breadth and depth in channel strategy, as well as the role of SEO in a changing world of growth and AI. The conversation covers paid marketing, brand marketing, the significance of product launches, and the right time to make the first growth hire.

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20Growth: How to Build a Paid Marketing Machine: ROAS (Return on Ad Spend) 101 | The Rise of User Generared Content and How to Use It | TikTok Ads: Expectations vs. Reality | Hiring for Growth: When and Who with Sandy Diao

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Introduction to Growth Leadership with Sandy Diao and the Formative Experience at Pinterest

Defining Good Growth Hypotheses and Common Mistakes in Hypothesis Generation

Identifying Channel Fit, Power Law of Distribution, and Unfair Advantages

In-Product Growth at Descript and Defining Good Return on Ad Spend (ROAS)

Breakeven Points, Long-Term Investments, and Doubling Down on Successful Channels

The Future of SEO in a Changing World of Growth and AI

Overrated Paid Marketing Channels and the Rise of Sponsored UGC

Disappointments in Paid Channels and the Importance of Brand Marketing

The Importance of Launches and Creating Effective Messaging

When to Make the First Growth Hire and the Ideal Candidate

Evaluating Growth Hires, Underrated Channels, and Admired Growth Strategies

Final Thoughts and Sponsor Mentions

20Growth: How to Build a Paid Marketing Machine: ROAS (Return on Ad Spend) 101 | The Rise of User Generared Content and How to Use It | TikTok Ads: Expectations vs. Reality | Hiring for Growth: When and Who with Sandy Diao

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

00:00Introduction to Growth Leadership with Sandy Diao and the Formative Experience at Pinterest

Introduction to Growth Leadership with Sandy Diao and the Formative Experience at Pinterest

07:55Defining Good Growth Hypotheses and Common Mistakes in Hypothesis Generation

Defining Good Growth Hypotheses and Common Mistakes in Hypothesis Generation

14:51Identifying Channel Fit, Power Law of Distribution, and Unfair Advantages

Identifying Channel Fit, Power Law of Distribution, and Unfair Advantages

21:29In-Product Growth at Descript and Defining Good Return on Ad Spend (ROAS)

In-Product Growth at Descript and Defining Good Return on Ad Spend (ROAS)

29:24Breakeven Points, Long-Term Investments, and Doubling Down on Successful Channels

Breakeven Points, Long-Term Investments, and Doubling Down on Successful Channels

33:15The Future of SEO in a Changing World of Growth and AI

The Future of SEO in a Changing World of Growth and AI

41:00Overrated Paid Marketing Channels and the Rise of Sponsored UGC

Overrated Paid Marketing Channels and the Rise of Sponsored UGC

46:19Disappointments in Paid Channels and the Importance of Brand Marketing

Disappointments in Paid Channels and the Importance of Brand Marketing

53:30The Importance of Launches and Creating Effective Messaging

The Importance of Launches and Creating Effective Messaging

1:01:28When to Make the First Growth Hire and the Ideal Candidate

When to Make the First Growth Hire and the Ideal Candidate

1:07:03Evaluating Growth Hires, Underrated Channels, and Admired Growth Strategies

Evaluating Growth Hires, Underrated Channels, and Admired Growth Strategies

1:13:05Final Thoughts and Sponsor Mentions

Final Thoughts and Sponsor Mentions