Managing Growth Through iOS Updates: A Guide

Optimizing Paid Acquisition Campaigns: Lessons from Industry Experts

Growth marketer Jonathan Martinez highlights a common pitfall for startups: inefficient spending due to suboptimal signal in paid acquisition campaigns. Having overseen millions in ad spend at companies like Postmates, he emphasizes the importance of correct setup to maximize return on investment. He urges all startups to avoid this costly error and ensure every advertising dollar is utilized effectively.

TechCrunch News and Upcoming Events

The TechCrunch team has been particularly active this week, preparing for the upcoming Disrupt conference and the release of iOS 15. Registration for Disrupt remains open, offering access to valuable sessions. One such session, “The Subtle Challenges of Assessing Product-Market Fit,” will be held on Tuesday, September 21 from 2:05 p.m. to 2:45 p.m. EDT on the Extra Crunch stage.

This past week saw significant contributions to the marketing discourse. Martinez detailed strategies for signal optimization, while Miranda Halpern interviewed Vivek Sharma, CEO of Movable Ink, regarding the implications of iOS 15 for email marketers. Guest posts from Bryan Dsouza of Grammarly and Xiaoyun TU of Brightpearl further enriched the content offerings.

Disrupt Ticket Giveaway: Share Your Expertise

We are currently offering a free ticket to Disrupt through our Experts survey. Here are the details regarding participation:

• Previous survey submissions are already entered into the drawing.
• An additional 100 survey submissions will also be included in the giveaway.
• While enthusiasm is appreciated, please submit only one recommendation per marketer you’ve collaborated with.
• When crafting your recommendation, consider detailing the marketer’s key traits, their contributions to your company, and the resulting impact on your business.
• All entries are reviewed manually to ensure quality, so please avoid duplicate submissions.
• For any questions about the giveaway, please contact us at ec_editors@techcrunch.com.
• The survey will remain accessible, but entries will only be counted towards the giveaway until Sunday, September 19, at 11:59 p.m. PDT.

Expert Recommendation Spotlight

Marketer: Andrew Race, Juice
Recommended by: Orin Singh, Merchant Industry
Testimonial: “Juice was recommended to us through a personal connection, and they truly delivered on their promise of providing their best talent. Andrew exceeded the performance of our previous marketing agency by a significant margin. His willingness to quickly grasp our industry proved pivotal to our success.”

The Importance of Signal in Growth Marketing

Martinez stresses that success in growth marketing hinges on effective signal. He shared insights gained from past experiences, covering signal selection and enhancement, including strategies for navigating the changes introduced by iOS 14. He advises, “Continuously evaluate the events you are optimizing for, and explore every possible avenue for improvement.”

Preparing for iOS 15: A Shift in Metrics

The impending release of iOS 15 will necessitate a change in marketing strategies. Marketers will need to prioritize metrics based on zero- and first-party data, moving away from reliance on email open rates. Miranda Halpern’s conversation with Sharma explored the industry impact and recommended areas of focus. Sharma suggests, “Concentrate on down-funnel metrics such as clicks and conversions – these provide a more accurate reflection of engagement.”

Extra Crunch Insights

(Extra Crunch) Demand Curve: Costelloe explores the power of social proof in attracting customers. He notes how visible queues of customers can signal quality to potential clients.

(Extra Crunch) 5 things you need to win your first customer: Dsouza of Grammarly provides a guide to acquiring initial customers, including explanations, practical advice, and real-world examples. He emphasizes that securing the first customer is a significant milestone for any startup.

(Extra Crunch) 4 ways to leverage ROAS to triple lead generation: TU of Brightpearl outlines strategies for maximizing return on advertising spend (ROAS). She highlights the importance of selecting a return metric that aligns with company goals and provides timely data.

Contribute to our survey and share your insights by recommending your favorite startup growth marketing expert.