The growth team: Focused on lower-funnel metrics like CAC. the influencer marketers here focus on sponsored YouTube videos. “I align teams on outcomes.” Guzmán explained — so teammates always share KPIs. even if they may boost them in different ways. “I align teams on outcomes.” She encourages small tests and big dreams. Some marketing teams “do the big splash.” Guzmán said. or sponsor a Premier League team. assuming that “then everyone will know who we are... [and] we don't ever have to worry about marketing again.” She’s rarely seen that work out or build long-term brand equity.
So at Skillshare. she aims for incremental growth — and takes Ghana Phone Number List a slow and steady approach to testing new marketing channels and creative. Example: If they’re testing YouTube ads. her team spends just enough to feel confident that they’ll get robust results. she said. If the test performs. they crank the lever and pour more budget into it. If it flops. then the lesson was worth the price. Next step? Trying whatever feels like the exact opposite of what they just tried. Not only is this approach cost-effective. it can yield incredible innovation. It creates a work environment where it’s safe to fail. so it’s safe to try anything.
She hires outside consultants for jolts of inspiration. At Skillshare. Guzmán relies on her full-time team for day-to-day execution. but she often brings on freelancers for fresh big-picture ideas. “When you're living something day in and day out. you sometimes lose objectivity and that 30.000 foot view.” she said. She usually hires a slew of consultants and freelancers twice a year. for “a big team get-together” devoted to planning brand strategy for the next 12-18 months. After the get-together. her leaner. full-time team executes on the best ideas for the next six months. “There is this perception that if you bring on freelance help. they won't know the brand as well. and you won't be able to deliver the same level of work.” Guzmán noted.