YouSaid · the spoken record

Jonathan Becker

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106
first
2023-05-07
most recent
2023-05-07
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1
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podcast

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  1. “As it goes at conferences, there's an after party. And so essentially, I hop into a taxi. Everybody else kind of sped off in their cars or, you know, however which way they were getting there. And as we're talking to the driver saying, hey, we're going to, you know, this place, can you take us? There's a knock on the window. And the person outside says, hey, I think I'm heading to the same destination. Do you mind if I hop in this car with you? And so we're like, of course. And I turned to him and I'm kind of like, I'm Jonathan. You know, I run a 10 person agency out of Vancouver. And he says, hey, I'm Garrett Camp. I started a company called Uber. And so ironically, I meet the founder of Uber, the company that is in the process of disrupting the entire taxi industry worldwide in the back of a taxi cab. And what happened next basically changed my career forever. We end up at this party at the time.”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “I had been running Thrive for a couple years, and it was a very excellent regional agency in Canada with really cool local clients. In 2013, I got invited to go down to the TED conference, which was in Long Beach, California. And my friend, Andrew Wilkinson, asked me to join him at a dinner that night. I didn't know anybody from the TED community at the time. So we have dinner and then after.”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “For small and large companies, including Uber, Asana, Temperedic. We've worked with Lululemon, very exciting companies, mostly from the United States, even though we randomly happen to be based in Vancouver, Canada.”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “This or whatnot, the answers to their questions ended up being a lot more aligned with what then was the biggest driver in the paid acquisition world, which was paid search. And so I started experimenting with paid search. And what I found was that it was a tangible format and lever through which we could basically give people the types of results they were expecting from SEO, but that were obfuscated in terms of Google's analysis algorithm from an organic point of view being somewhat intangible and Google slowly kind of removing a lot of the data early on that allowed you to kind of guess and test more easily. So 10 plus years later, you know, what started off as this freelancer consultancy that I started running in a walk-in closet in my old apartment became 130 people and we manage about $500 million a year in ad spend.”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “Sure. No, that's a great way to kick things off. And again, thank you for having me here. If I think about it, my experience goes back about 15 years into this space. I started off as a web developer. And as I built and structured websites for people, I became pretty obsessed and fascinated with the fact that you could build landing pages or home pages or whatever it was, basically the content on a website and structure it in a manner where you had the chance to surface in organic, so SEO results more prominently. And as I became kind of a practitioner of SEO, SEO really being my first love of marketing, I started, you know, attracting attention and people wanted to hire me on as a freelancer. And what I noticed is that as people started asking me questions like, you know, what was the ROI of our SEO campaign? Or how do I scale?”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “There's a lot of different ways that we are beginning to use AI to do more with less, basically. The effect ultimately that we've seen from a human capital point of view is displacement. We have more people now than we've ever had, but the nature of the work that they do is more strategic. It's more about modeling validation, asking the right questions, being focused around creative levers, and less so the like trench work of implementation and bid modifiers at the keyword level on Google search and some of the like really hardcore manual analysis we had to do. On our creative group, we can come up with mockups in literally like 1% of the time that it took. And so you still have to understand what questions to ask of the AI and be capable of iterating. But these like rough drafts that you might show, like the artwork of, you know, to a client to say like, do we like this more? Do we like this?”

    2023-05-07 · Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital) · IDENTIFIED FROM THE TRANSCRIPT · source