Growth marketing roundup: TechCrunch Experts, creative testing and how to nail your narrative

“It’s about focusing on the metric that directly reflects the value that your company and products bring to your customers,” growth marketer Maya Moufarek told us in an interview for one of our most popular marketing articles of the week. “For Airbnb, that may be the number of nights booked; for Spotify, minutes listened to. It’s all about simplifying your strategy into something that is digestible, memorable and applicable.”

In the interview, Moufarek speaks about the importance of Sean Ellis’ North Star metric, how she audits her clients, brand building and more.

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Marketing Cube founder Maya Moufarek’s lessons for customer-focused startups: Founder of growth consultancy Marketing Cube Maya Moufarek joins Miranda Halpern for an interview as part of the TechCrunch Experts series. Moufarek shares her advice for startups and explains why there’s no one-size-fits-all approach to marketing.

In growth marketing, creative is the critical X factor: Self-proclaimed “growth marketing nerd” and current Uber growth team member Jonathan Martinez breaks down how to be successful with creative testing. Martinez discusses how to do this when faced with the current privacy restrictions.

(Extra Crunch) Susan Su on how to approach growth as your startup raises each round: Managing Editor Eric Eldon recaps growth marketing expert Susan Su’s talk from TechCrunch Early Stage: Marketing & Fundraising. Su goes through a sample qualitative growth model and the importance of always having a growth team.

(Extra Crunch) Silicon Valley comms expert Caryn Marooney shares how to nail the narrative: Senior Editor Matt Burns recaps Caryn Marooney’s talk from TechCrunch Early Stage: Marketing & Fundraising. Marooney, current VC and former communications expert, touches on her RIBS method — read the article to find out what it stands for and how to apply it to your own narrative.

(Extra Crunch) Greylock’s Mike Duboe explains how to define growth and build your team: Editor Lucas Matney breaks down the TechCrunch Early Stage: Marketing & Fundraising presentation from early-stage speaker Mike Duboe, partner at Greylock. This talk is split into 10 key points about growth, including tips on prioritizing retention, hiring for growth and more.

If you haven’t already, please fill out our ongoing growth marketing survey. We’re using these recommendations of top-tier growth marketers around the world to shape our editorial coverage.

Marketer: Illia Termeno, founder of Extrabrains

Recommended by: Anonymous

Testimonial: “T-shaped expertise with focus on strategy and long-term ROI.”

Marketer: Adam DuVander, EveryDeveloper

Recommended by: Karl Hughes, Draft.dev

Testimonial: “In addition to writing a book on developer marketing, Adam draws from deep experience as a developer and developer advocate to make sure his clients set a winning strategy in motion.”

Marketer: Jonathan Metrick, Portage Ventures

Recommended by: Matt Byrd

Testimonial: “Jonathan was truly transformative at Policygenius. Prior to his arrival, we were running a smart but disjointed marketing effort. Our messaging was inconsistent, and our approach to understanding channel efficacy was weaker than it could have been. Jonathan brought a growth mindset to the team, and built a hypereffective org in a short amount of time.”