20Growth: The Six Channels Startups Need to Dominate to Grow, Why the Best Growth Talent Never Comes from Marketing or Product, Who and How to Hire Growth Leaders and Teams and Why in a World of AI, Growth is More Science than Art with Matt Lerner
Matt Lerner is one of the OGs of growth having spent 11 years leading growth teams at PayPal. Post PayPal, Matt led the growth marketing program at 500 Startups. He is also the bestselling author of Growth Levers and How to Find Them. Today, Matt is the Co-Founder and CEO of SYSTM, an accelerator program helping startups find their growth drivers.
In Today's Episode with Matt Lerner We Discuss:
From Philosophy Student to PayPal Growth Leader:
How did Matt make his way into the world of growth?
What were Matt's biggest lessons from 11 years at PayPal?
What did Matt know now that he wished he'd known when he entered the world of growth?
How to Master Growth in a World of AI:
What is growth to Matt? What is it not?
Why does Matt think growth is more science than art?
Does Matt Agee with Adam Gross @ Vimeo that paid acquisition below $100M ARR isn't PLG?
How does Matt think AI will change the world of growth today?
What does Matt think are the most common growth mistakes founders make?
Optimizing Growth Channels: Dos & Don'ts
Why does Matt believe there are only six types of growth channels?
What is the "locksmith moment" & how do startups find channels that work for them?
How does Matt pick a Northstar metric?
What are the most common mistakes founders make when picking North Star metrics? When is the right time to change them?
How does Matt approach horizontal product messaging? What works? What doesn't work?
How to Hire & Manage Growth Teams
What does Matt look for in the first head of growth hire?
What questions does Matt ask when interviewing?
What were Matt's biggest hiring mistakes? What did he learn?
Why does Matt think the best growth hires have no marketing experience?
What are Matt's two steps to master onboarding?
What are the 3 most common patterns in leaders according to Matt?
20 VC 082: 500 Startups Week: Growth Hacking 101: How To 10x Your Conversion with Matt Lerner, Head of Distro Dojo London
Matt Lerner is a Distro Partner with 500 Startups, and runs their London office. He specializes in conversion optimization, analytics, engagement and retention. As a member of the in-house growth (AKA “Distro”) team, he partners with 500 portfolio companies to help them build growth engines and scale. Previously, as a 500 Startups Mentor, Matt helped over 40 companies develop and execute growth strategies. Prior to joining 500 Startups, he worked as a Marketing Director at PayPal, where he built and managed three growth teams that generated hundreds of millions of dollars in additional revenue across the funnel. Here are some of Matt's amazing growth hacking slide decks:
10 Growth Hacking Tools To Disrupt Your Competitors
Growth Hacking 101
For your chance to win a signed copy of Brad Feld's amazing Venture Deals, all you have to do is click the click to tweet link here: http://ctt.ec/C61w6 and you will be entered into the competition.
In Today's Episode You Will Learn:
1.) How Matt made his move from Paypal to VC with 500Startups?
2.) What is the mission at 500 in London with the Distro? What is the investment thesis? Preferred round? Sector? What process do you take the companies through when they are with you in the Dojo?
3.) What does growth hacking really mean? Is it not another BS new techie term?
4.) What has Matt found to be some of the most effective growth hacks and why? What are the biggest mistakes companies make with regards to growth? How can they avoid them?
5.) When does Matt think a company should start to focus on growth?
6.) Who does Matt personally admire and think has been extremely effective and why? What campaigns or pieces of work have led him to this conclusion?
Items Mentioned In Today's Episode:
Matt's Recent Investments: Tom Beverly: Fy, Tamatem
Matt's Fave Book: Do You Talk Funny: The Guide To Public Speaking, The One Thing You Need To Know
Matt's Fave Newsletter: Doug Scott, Susan Su: Distro Snack, Tim Ferriss Podcast
Matt's Growth Hacking Idols: Dave McClure: Pirate Metrics Talk, Sean Ellis: Inventor of Growth Hacking Term, Andy Johns @ WealthFront,
As always you can follow Harry, The Twenty Minute VC, Matt and 500 Startups on Twitter here!
If you would like to see a more colourful side to Harry with many a mojito session, you can follow him on Instagram here!
We would like to say a special thank you to our partner for this very special 500 Startups Feature Week, LawTrades, the go to place for startups and VCs to get their legal work done. For all 20VC listeners LawTrades are offering a special $150 off your first piece of legal work when you mention 'The Twenty Minute VC'. You can follow them on Twitter here!