TechCrunch Experts, creative testing and how to nail your narrative – TechCrunch

by Joseph K. Clark

“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 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.

Help TechCrunch find the best growth marketers for startups. Provide a recommendation in this quick survey, and we’ll share the results with everybody. 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 in the TechCrunch Experts series. Moufarek shares her advice for startups and explains why there’s no one-size-fits-all approach to marketing.

Creativity is the critical X factor in growth marketing: 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 present 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, touch on her RIBS method — read the article to find out what it stands for and how to apply it to your 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 Dubose, partner at Greylock. This talk is split into ten key points about growth, including tips on prioritizing retention, hiring for development, and more.

Please fill out our ongoing growth marketing survey if you haven’t already. We’re using these recommendations of top-tier growth marketers worldwide to shape our editorial coverage.

  • Marketer: Illia Termeno, founder of Extrabrains
  • Recommended by: Anonymous
  • Testimonial: “T-shaped expertise focusing on strategy and long-term ROI.”
  • Marketer: Adam DuVander, EveryDeveloper
  • Recommended by: Karl Hughes, Draft. dev

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

  • Marketer: Jonathan Metrick, Portage Ventures
  • Recommended by: Matt Byrd

Testimonial: “Jonathan was truly transformative at Policygenius. Before 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 hyper-effective org in a short amount of time.”

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