Nicole and Sarah Show

Growth Strategies That Actually Account for ROI | Ft. Tim Davis, ElevenLabs

How do you build a marketing engine that drives real ROI, scales product-led growth (PLG), and stays ahead of the AI curve? In this episode, Nicole Ponce and Sarah Adam sit down with Timothy Davis, Head of Performance Marketing at ElevenLabs (and former growth leader at Shopify), to unpack the exact frameworks one of the world’s fastest-growing AI companies uses to scale. Tim shares his playbook on everything from balancing proven performance channels with aggressive experimentation to running highly accurate lift studies with finance data teams. Whether you are navigating PLG friction, building influencer feedback loops, or trying to understand what "retention" really looks like for a multi-persona AI product, this conversation is packed with actionable insights for modern growth marketers. Key takeaways from this episode: * The 80/20 Marketing Framework: How ElevenLabs structures its budget to secure core ROI while leaving room for high-upside creative experiments. * Redefining PLG Operations: What Product-Led Growth actually means for user onboarding, reducing friction, and shrinking Time-to-Value (TTV). * The Reality of Channel Incrementality: Why traditional attribution models fail and how to partner with finance to run 6-month lift studies. * Influencer Loops & Persona Mapping: Managing the delicate balance between B2B developers, creators, and consumer audiences. * Hiring in the Age of GenAI: Tim’s specific interview strategy for stress-testing marketing candidates and weeding out generic AI-generated take-home tests. About the Guest: Timothy Davis is the Head of Performance Marketing at ElevenLabs, where he oversees paid media, influencer networks, lifecycle marketing (LCM), and conversion rate optimization (CRO). Prior to joining ElevenLabs, he led growth initiatives at Shopify and consulted for leading digital platforms including Pinterest and LinkedIn.

The Physical Growth Loop: Building Offline Activations for B2B creators | Ft. Fional Turko, Gamma

What happens when B2B marketing steps offline? In this episode, we explore the “physical growth loop”—a powerful strategy where in-person creator experiences drive online content, community, and long-term brand growth. We’re joined by Fiona Turco (Gamma, ex-Zapier), who shares how she’s built high-impact creator activations—from intimate dinners to global events—and why these moments are becoming essential in today’s crowded digital landscape. If you’re building a creator program, running influencer campaigns, or trying to stand out in B2B, this conversation will change how you think about growth. ---------------------------------------- In this episode, we cover: * What the physical growth loop is and why it works * How offline activations fuel online reach and engagement * Why brands should rethink strict creator briefs * How to choose the right creators for in-person events * Scrappy ways to run activations without big budgets * What metrics actually matter (beyond impressions) * How to build long-term creator relationships—not one-off campaigns ---------------------------------------- Why listen? Because the most effective marketing today isn’t just digital—it’s experiential. And the brands that win are the ones creating moments people want to share. ---------------------------------------- Who this episode is for: B2B marketers, influencer marketing managers, founders, and anyone building a brand through creators and community. ---------------------------------------- Follow the show for more conversations on influencer marketing, creator strategy, and modern B2B growth.

Influencer Marketing in the AI Gold Rush | Ft. Mike McConnon, Perplexity

The conversation covers influencer marketing strategy, navigating influencer rates, platform-specific influencer marketing, and building foundational influencer strategy. The introduction and background set the stage for the discussion, followed by insights into influencer marketing at ProTechCity. The conversation then delves into building foundational influencer strategy, navigating influencer rates, and platform-specific influencer marketing. The conversation delves into the world of influencer marketing, focusing on CPM metrics, boosting, organic reach, and the impact of paid partnerships on organic content. It also explores the challenges of sourcing and briefing influencers, as well as the crafting of a value proposition for AI products. The conversation delves into the empowerment that AI brings and the barriers of self-identity that individuals face. It explores the process of starting small, building bespoke tools, and implementing marketing strategies. The discussion concludes with a reflection on the power of AI and personal perspective. Takeaways * Influencer marketing strategy * Navigating influencer rates * Platform-specific influencer marketing * Building foundational influencer strategy CPM Metrics * Influencer Briefing * Value Proposition Empowerment through AI * Overcoming self-identity barriers Chapters * 00:00 Platform-Specific Influencer Marketing * 25:40 Understanding CPM Metrics and Creator Partnerships * 35:00 Challenges of Sourcing and Briefing Influencers * 40:26 Crafting a Value Proposition for AI Products * 46:00 Overcoming Self-Identity Barriers * 55:03 Building Bespoke Tools for Efficiency * 01:00:46 The Power of AI and Personal Perspective

The brand-creator relationship unfiltered | Ft. Oksana Kravchenko, Manychat

Most brands still overlook the hidden nuances of influencer marketing that could make or break their ROI. Join Sarah Adam, Head of Growth Partnerships and Influencer Marketing at Wix, and Nicole Ponce, Influencer Marketing Team Lead at Semrush, as they dive into a conversation with Oksana Kravchenko, Head of Creator Partnerships at ManyChat. Together they expose the untapped secrets behind long-term influencer trust, platform-specific strategies, and operational simplicity that skyrocketed their global influence campaigns. In this eye-opening conversation, discover how leading brands are shifting from one-off sponsorships to integrating creators into their ecosystem—building authentic trust and exponential growth. You’ll learn the importance of trusting influencers’ storytelling, simplifying operational workflows, and tailoring KPIs for different platforms like YouTube, Instagram, and LinkedIn. We break down the critical pitfalls brands face—over-scripting content, misjudging influencer relevance, and overcomplicating collaboration processes—and show you how to avoid these costly mistakes. If you’re feeling overwhelmed starting your influencer journey, this episode gives you the proven frameworks and insider tips to accelerate success. Whether you're a marketing executive, a startup founder, or a creator manager, these insights will revolutionize how you view influencer relationships and campaign scalability. Essential listening if you want to turn influencer marketing from a gamble into a predictable top-growth channel. Tap into the future of influencer collaborations—more authentic, strategic, and operationally slick. Hit play now and start building influencer partnerships that last.