Podcast · 75 min listen

The ultimate guide to performance marketing

Timothy Davis with Lenny Rachitsky · Lenny's Newsletter Freemium Intermediate

Shopify's performance marketing lead on channel order (Google search first, LinkedIn reserved for tight B2B targeting because of cost), team structure and incrementality. The rare paid conversation that is not selling you an agency.

Open on lennysnewsletter.com ↗

It answers 2 questions

  1. We are burning money on Google and LinkedIn ads and cannot tell if it works. How should an early B2B team do paid?
  2. Marketing says it sourced the pipeline, sales says it did not. How do I do attribution without fooling myself?

Read with it

  1. Freshworks' early marketing approach documented properly: what they measured, what they spent on, and the argument that below... SeedToScale by Accel Article · long read SaaS Playbook: Marketing Rachit Parekh
  2. Gives you the numbers before you commit: 20,000 to 50,000 dollars a month to test properly at seed to Series A, roughly 90... GTMnow (GTMfund) Newsletter · 20 min read The 0 to 1 Guide to Paid Media Rex Gelb
  3. The single most quotable attribution finding we know of: across 620 declared-intent conversions and 21.5 million dollars of... Refine Labs Report · 12 min read Refine Labs Study Confirms Measurement Gap in Software-Based Attribution & Releases Hybrid Attribution Framework Refine Labs
  4. The other half of the answer: how to actually find out whether a channel caused anything, using holdouts, geo tests and lift... Supermetrics Article · 16 min read Incrementality Testing: The Only Guide You Need Olivia Kory and Erkki Paunonen
eChai Partner Brands The partnership →