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Nate Lagos just wrapped his first week as CMO of Adapt Naturals after a breakout run that saw him quadruple Original Grain’s revenue. In this episode, Nate joins Eric Dyck for whiskey and wisdom on persona-driven marketing, CRO as a growth engine, and why you don’t need 100 ads a week to win on Meta.

For DTC founders and marketers optimizing for LTV and profitable scale in 2025.

How to uncover true customer motivations and build actionable personas
CRO testing frameworks that compound results across ads, email, and retention
The “Better Than Black Friday” offer that boosted LTV by 30%
Creative volume vs. creative quality — where the real lever is
Building bundles and pricing for high-AOV buyers

Who this is for: DTC founders, growth marketers, and CMOs looking to turn creative and CRO into profit levers.

What to steal:

Persona-based landing pages mapped to Meta ad angles
Better Than BFCM: discount + gift card offer structure
The “one thing remarkably well” mindset for scaling

Timestamps

00:00 Better-than-Black-Friday offer boosts LTV

02:10 Nate’s path into DTC and giftable wood products

04:30 Scaling Original Grain with Meta and partnerships

06:50 Persona marketing before Andromeda

09:10 Landing pages and CRO for each persona

11:40 Split testing with Intelligems on Shopify

13:50 Creative volume vs quality debate

16:10 CMO at Adapt Naturals and LTV mindset

18:40 Pre-BFCM $50 voucher play

21:00 Raising prices and premium bundles to lift AOV

23:20 New channels, influencers, and offer testing

25:40 Remote leadership and alignment

28:00 Why marketers spot patterns and conspiracies

30:20 Copywriting rituals and research workflow

32:30 Do one thing remarkably well

Hashtags

#DTCPodcast #DTC #Ecommerce #BFCM #PreBlackFriday #LTV #MetaAds #CreativeStrategy #Andromeda #CRO #SplitTesting #Shopify #AOV #Bundles #OfferTesting #InfluencerMarketing #AdaptNaturals #OriginalGrain #Intelligems #MarketingPodcast

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Ep 559: How Nate Lagos Quadrupled Original Grain’s Growth Using Persona-Based CRO

The DTC Podcast

Ep 559: How Nate Lagos Quadrupled Original Grain’s Growth Using Persona-Based CRO