Avsnitt
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In this episode of the Marketing Scientists Podcast, Amrita Mathur, former marketing leader at Superside, ClickUp, and Zapier, shares hard-earned truths about startup growth, product-market fit, and why creativity — not just tactics — drives sustainable success.
Amrita challenges the common myths around growth hacking, breaks down why product strategy is inseparable from marketing strategy, and explains how smart brands are navigating the AI disruption without losing their edge. She also dives into the importance of differentiation, the hidden power of creative obsession, and why building your own brand “universes” is the future of marketing.
About the guest:
Amrita Mathur has scaled some of the fastest-growing SaaS companies in the world and now advises early-stage startups on brand, marketing, and growth strategy. With deep hands-on experience from 0 to 1 and beyond, she brings a rare, practical lens to what really works — and what’s just noise. -
In this episode of the Marketing Scientists Podcast, Ian Martins, Managing Director of Zenith, joins us for a no-filter look at the modern agency world. Ian unpacks why the creative/media divide is still costing brands big money, how the traditional agency model is ripe for reinvention, and why the current obsession with AI-driven cost savings is missing the point.
We explore the rise of "Power of One" models, why media teams need a seat at the creative table, and how smart brands are blending brand + performance thinking. Ian also shares practical insights on creative testing, algorithmic buying, and why most media metrics are still chasing the wrong goals.
About the guest:
Ian Martens is the Managing Director of Zenith , part of the Publicis Groupe. With a career that spans scrappy independents to global HoldCos, Ian brings a uniquely candid perspective on what’s broken — and what’s possible — in media, creative, and marketing leadership today. -
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In this episode of the Marketing Scientists Podcast, Keith Putnam-Delaney, CEO of Primer, reveals how his company is reinventing B2B audience targeting across channels like TikTok, Instagram, and even Amazon. He unpacks the limitations of traditional ad targeting, the misconceptions around "dead" channels, and why marketers need to rethink attribution and incrementality. Keith also dives into the evolving role of AI in advertising, shares a spicy take on LinkedIn ads, and explains how creative and audience experimentation is still the ultimate unlock.
About the guest: Keith Putnam-Delaney is the co-founder and CEO of Primer, a fast-growing startup transforming how B2B marketers activate audiences across social and programmatic platforms. With a background in data and growth strategy, Keith brings a sharp and opinionated view on what’s broken in modern marketing—and what’s coming next. From holdout tests to AI-driven targeting, he's helping companies navigate the future of ad performance with clarity and precision.
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In this episode of the Marketing Scientists Podcast, Kerry Cunningham, former Forrester analyst and now Head of Research at 6sense, unpacks the broken state of B2B marketing. He explains why most MQLs are a dead-end, how the concept of “buying groups” is transforming the demand funnel, and how third-party intent data—when combined with AI—can actually deliver real insight. Kerry also shares the backstory behind the famous Demand Unit Waterfall, reveals what most marketers get wrong about in-market signals, and offers a data-backed strategy for winning more high-intent buyers.
About the Guest:
Kerry Cunningham is a leading B2B marketing strategist and researcher, currently serving as Head of Research at 6sense. Previously, he helped design the Demand Unit Waterfall during his time at SiriusDecisions and Forrester. With decades of experience in B2B marketing innovation, Kerry brings unmatched insight into intent data, marketing measurement, and the science of modern revenue generation.
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In this episode of the Marketing Scientist Podcast, Pranav Piyush, CEO of Paramark, breaks down the flaws of traditional marketing attribution and why Incrementality Testing is the key to smarter budget decisions. He explains why Multi-Touch Attribution (MTA) often misleads marketers, how Marketing Mix Modeling (MMM) compares, and why most brands are wasting money on ad spend without realizing it.
Pranav shares insights on why marketers should rethink their brand search ad spend, how to run effective marketing experiments, and the role of causality in measurement. He also discusses how top brands are using incrementality testing to prove real ROI, optimize budgets, and drive efficient growth.
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In this episode of the Marketing Scientists Podcast, Matt Bahr, CEO and co-founder of Fairing, dives into the transformative power of post-purchase surveys. He explains how brands can use these surveys to validate marketing attribution, uncover hidden customer insights, and make smarter advertising decisions. Matt also shares his journey from e-commerce operator to SaaS founder, the challenges of attribution in today’s fragmented landscape, and why first-party data is more important than ever.
Tune in to learn how innovative brands are leveraging Fairing’s insights to optimize ad spend, improve customer trust, and drive revenue growth.
About the Guest:
Matt Bahr is the CEO and co-founder of Fairing, a leading post-purchase survey platform that helps brands unlock better attribution insights and optimize their marketing spend. With a background in e-commerce and logistics, Matt transitioned from being an operator to building a SaaS company that serves thousands of DTC and SaaS brands. Under his leadership, Fairing has pioneered new approaches to measuring marketing effectiveness using first-party data. Passionate about data science and consumer insights, Matt is on a mission to help brands make smarter, data-driven decisions.
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In this episode of the Marketing Scientist Podcast, Neha Mittal, CEO of Just Words and former Head of Growth at Twitter and Pinterest, explores how AI-powered experimentation is transforming lifecycle marketing. She discusses the challenges of traditional A/B testing, the importance of high-velocity experimentation, and how generative AI is unlocking new opportunities for growth teams. Neha also shares insights on messaging fatigue, the impact of micro-copy changes, and the future of real-time optimization.
About the Guest:
Neha Mittal is the CEO and co-founder of Just Words, an AI-driven experimentation platform for lifecycle teams. Previously, she led growth and retention at Twitter and Pinterest, where she pioneered large-scale messaging optimization strategies. With deep expertise in user engagement and AI-driven marketing, Neha is at the forefront of innovation in the growth space.
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In this episode of the Marketing Scientists Podcast, Kyle Poyar, author of Growth Unhinged, discusses the limitations of traditional attribution models and emphasizes the importance of focusing on incrementality to drive revenue growth. He also delves into the evolving landscape of SaaS pricing models, highlighting the shift towards usage-based pricing and the need for companies to adapt. Additionally, Kyle shares his insights on the critical role of customer success in driving SaaS growth and the importance of early customer adoption.
About the guest:
Kyle Poyar, a former VC at OpenView and the author behind Growth Unhinged, is a leading voice in the SaaS growth space. With his extensive experience working with startups and his deep understanding of growth metrics, Kyle offers invaluable insights for businesses looking to scale. -
In this episode of the Marketing Scientists Podcast, David Herrmann discusses the importance of community building in e-commerce marketing, the evolving role of organic marketing, and how to effectively leverage AI in media buying without losing the human touch. He also shares his insights on creative diversity, the future of measurement in a privacy-first world, and the delicate balance between brand and performance marketing.
About the guest:
David Herrmann, President of Herrmann Digital, has managed billions of dollars in ad spend across various platforms like Facebook, Google, TikTok, and more. David shares his incredible journey from the music industry to becoming a seasoned media buying expert. -
Today's guest is Bill Macaitis, the former CMO of Slack and Zendesk. Here are three things that I think you'll enjoy learning about in this episode:
- A great debate on the role of marketing in B2B orgs.
- Setting clear priorities with the V2MOM framework.
- How CEOs should hold their CMO or marketing leader accountable.
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Today's guest is Ashley Haus. Ashley leads Lifecycle Marketing at Atlassian. Here are three things that I think you'll enjoy learning about in this episode:
- The art of storytelling and persuasive communication.
- How Ashley thinks about measuring the impact of her Lifecycle team's work
- How Lifecycle is embedded in everything that Atlassian does.
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Today's guest is Matt Henderson, Head of Growth Marketing at Sentry, a popular and high-growth developer tool. Here are three things that I think you'll enjoy learning about in this episode:
-Why Sentry killed all cookies on their website.
-How Sentry was still able to grow the business through marketing without invading their audience's privacy.
-How Sentry measures the success of their marketing.
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Today's guest is Rishabh, the CEO and Co-Founder of FERMÀT. He founded FERMÀT to help brands seamlessly integrate commerce into every piece of content, driving commerce distribution at the speed of content creation. He has worked with popular brands like True Classic, Nood, OpenStore, and Mind Body Green, achieving notable success, such as a 50% lift in ROAS. Before FERMÀT, Rishabh developed three new businesses at LiveRamp, gaining extensive knowledge in online advertising and measurement. He holds a PhD from MIT.
Three things that I think you'll enjoy in this episode:
1. How all the privacy changes have changed the game for brands
2. The right and the wrong way to experiment in marketing
3. More discussion on brand and performance when it comes to measurement
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Today's guest is Sahil Mansuri, the CEO of Bravado, the better way to hire sales talent. Sahil led sales teams since 2008 at companies like Meltwater, Glassdoor, before starting Bravado to change sales hiring for the better. Here are three really interesting conversations I had with Sahil today.
Are CMOs better positioned to be CROs?What do sales leaders think about brand versus performance marketing? Is the ZIRP Era growth over? -
Today’s guest is Drew Neisser, the CEO of CMO Huddles, a community and learning & development platform for B2B CMOs. Drew has spent the past three decades in the marketing industry, working at renowned firms like Dentsu and JWT before founding his own agency, Renegade. Here's what I learned from Drew:
Are humans or AI better at acquiring traffic through content?The top challenges CMOs are currently facing and strategies to overcome themHow to help your CEO understand the value of marketing -
Today’s guest is Mayur Gupta, the CMO of Kraken, and former growth and marketing leader at iconic companies like Spotify, Gannett, and Kimberley Clark. He has also been recognized as a top 50 CMO by Forbes. Here’s what Mayur and I talked about:
Switching careers from engineering to marketing The four eras of marketing How to balance brand and performance, including a behind the scenes of the F1 sponsorship -
Today’s guest is Rand Fishkin. Rand is the co-founder of SparkToro and the founder of Moz. He was also the co -founder of inbound .org, which later sold to HubSpot. Here are three things I learned from Rand:
Al the ways marketing attribution is broken.How SparkToro is bringing a new level of audience research to marketers everywhere.How best to optimize your marketing mix. -
Today's guest is Sujani Dwarak.
You don't need fancy shoots and budgets to make an impact with a brand. How to avoid false accuracy in marketing measurement. How to measure brands' impact with incrementality testing.
Suj leads paid media acquisition at Thumbtack and is a full-stack performance brand leader. Here are three things I learned from Suj: -
Todays guest is Matt Kaufman. Matt was the founding marketing leader and eventually the VP of Marketing at Qualia, a unicorn B2B enterprise real estate startup. Here are three things that I learned from Matt.
How adaptability, mediation, and advocacy helped him during his time at QualiaHis go-to motions for Qualia: thought leadership, events, and customer and community marketing.The comeback of the First Principles Thinking -
Today's guest is Ben Dutter, the Chief Strategy Officer at Power Digital, a full-service digital agency providing customized performance marketing strategies to empower business growth. Ben has worked with brands and agencies throughout his career and also led a turnaround at Power Digital itself. Here are three things that I learned from Ben:
How he led Power Digital's transformation after his arrival. If 95% of marketing tasks are going to be done by AI.The importance of creativity in modern marketing. - Visa fler
