Startup Marketing Secrets with ex Typeform Head of Growth Matias Ketonen

Matias has led growth marketing at Typeform, Pitch, Cello and other successful startups. In this episode, Max and Matias talk about how to decide which marketing levers to pull when you’re in the early stages and discuss the art of scaling product-led growth and building out the ideal team for a Product Led Growth (PLG) motion.

They dive deep into an effective strategy for building lead magnets, the nuance of channel selection, why simplicity is so important in a startup, and much more.

[00:00] Introduction
[01:45] Early Startup Experiences
[04:04] Marketing and Complexity
[04:53] Balancing Data and Intuition
[12:50] A Formula for Lead Magnets
[30:58] First 30 Days in a PLG Company
[33:52] Challenging Assumptions and Key Metrics
[37:44] Building Effective Growth Systems
[39:23] Systems and Experimentation
[49:38] Channel Selection
[52:41] Adapting and Evaluating Success
[57:45] The Value of Generalists in Early-Stage Companies
[58:09] Learning and Curiosity: Keys to Success