Marketing lead, 10.5 years, here to help!
Lead social, brand, perf, SEO, partnerships, community, growth, pretty much everything across zero to fairly high budgets. Happy to help.
donna
Stealth
a year ago
How many switches? Current salary & growth across roles?
Barbaadeshwar
Stealth
a year ago
Job 1 - 3 years - 5-7LPA
Job 2 - 5 months - 11 LPA
Job 3 - 18 months - 12-15LPA
Job 4 - 2 years - 18-21 LPA
Job 5- 11 months - 30-32 LPA
Job 6 - 19 months - 45 to 55 to 75 LPA
Thank god for 2021, you see my first 7 years :,(
donna
Stealth
a year ago
holy shit 75LPA as a marketer? you must be really good at it
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Makes sense. Hard to miss your creativity across comments :)
Question: I have personally done performance marketing (specifically Google Ads) for multiple brands. At this stage, what do you feel are some up and coming ad platforms (eg Insta in 2015ish, Tiktok in 2019) that somebody can start capitalizing upon.
Barbaadeshwar
Stealth
a year ago
Thanks brah. It so could have been any of the crappy new ones (Chingari, Moj, etc.) but even within Bharat Instagram/FB is still the winner. I'm seeing the next wave come from your own community (whether) it's Discord, Reddit or made on Discourse. Running this well is half the battle won. Recommend checking our Convosight's blogs on marketing in other closed communities as well, super useful and scalable through them.
donna
Stealth
a year ago
I really feel Reddit is the next big thing. Marketers who are creative and understand user persona really well will crack it easily.
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LooseGoose
Stealth
a year ago
Do you think it's possible to run brands/companies these days with zero money spent on ads/performance marketing?
What's your take on organic marketing today?
Barbaadeshwar
Stealth
a year ago
Only if 1. Your product is insane (CHATGPT), 2. You're SRKs son (heck even he had to produce that crap film for his crappier clothing line) 3. You're willing to invest lots of time and effort at cracking the SEO game with a long term vision. Zero spends is a way for idiotic founders to be penny wise pound foolish and extend runway nothing else. People are too afraid of experimenting, when it's usually something deeper like PMF. Don't spend much before PMF true, but don't not spend at all.
LooseGoose
Stealth
a year ago
Context for my question: I've seen performance marketers struggle with frequent changes in algorithms. Often their accounts get banned without much reason (has happened with me once). Almost impossible to recover because meta support team sucks balls, even if your monthly spend is quite high.
Some days there will be no spend happening, some days accounts are emptied without any conversions happening. Correct attribution is also still a challenge between Meta and Google campaigns.
Been seeing a lot of issues with ads past 2-3 years especially in meta and Google. I don't feel they are reliable, and possibly a huge risk to business ops in case dependence on them increases and one day some random shit goes down with accounts disappearing/getting banned.
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donna
Stealth
a year ago
Perfomance Marketing or Influencer Marketing?
Barbaadeshwar
Stealth
a year ago
Even the smallest company needs dedicated perf guys, influencer marketing as a non-agency role exists in only massive brands with huge budgets (D2C and beauty). The ideal role should be perf -> growth (SEO, PLG, ASO, anything driving dhanda so even the referral charter if you get it) while trying to learn brand side stuff (social, ATL, BTL, content, influencers) or taking more responsibility. Here's my fav influencer case study: https://marketingexamples.com/ads/tabs
Barbaadeshwar
Stealth
a year ago
Also invest in getting better at research, the perf guy who knows consumer personas and why ad worked and why one didn't goes 360 degree marketeer first.
Pirate_metrics
Stealth
a year ago
What are some brand building strategies / initiatives that early stage B2C startups should invest in?
Barbaadeshwar
Stealth
a year ago
Gimme budgets and the product brah, also include stuff you've already done, will help detail our proper answers.
donna
Stealth
a year ago
Not OP, but I along with my friends have recently started a clothing brand.
We sell 1 T-shirt for ₹999, top fabric quality, free shipping and everything.
But we haven’t been able to crack marketing despite growing our IG to 700 odd followers - barely anyone buys our product.
What has worked for us till now is cold DM on Instagram. We basically scroll through famous streetwear brand’s IG page and DM their followers asking them about feedbacks on our design. Conversions rate here is really low - 0.1%(?) but it’s the only channel which has worked so far.
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Hello, thanks for doing this AMA. I'm not sure if I'm too late but I'd like some guidance.
I'm working at a friend's startup as the sole marketing guy, it's an early stage insurtech startup focused on US and EU market. With virtually zero budget, I do the following things: writing blogs and publishing on website, LinkedIn, Twitter; running cold emails sequences, making videos (screen recording of products) and visual posts, general market research. The numbers have been increasing steadily in terms of SEO, site visits, impressions, etc (whatever you get in search console and GA).
Is now the time to ask for a budget for paid ads?
It seems to the leadership team that I am not doing much work because we don't get the MQLs. I wanna figure out how to do more and show results.
Thanks!
Barbaadeshwar
Stealth
a year ago
Looks like you do tons of work. First thing is to ascertain traffic that you drive. Also your MQLs may not be direct, are you checking the whole journey? What's your attribution window. There could be so many direct/organic/SEM guys who could've come after a while of reading any of your content bits. You 100% should ask for budgets - one for conversion (remarketing) ads and for the content you build. Some shit is for awareness, some for consideration, some for conversion. I'm 200% sure your attribution window is fucking you up. Read below posts for building your case further
1. https://www.linkedin.com/posts/elenaverna_stopmqlstuffing-ungatecontent-marketing-activity-7079848615132700672-C32I?utm_source=share&utm_medium=member_android (Elena is the B2B marketing goddess, inhale her posts)
2. Connecting brand to perf (literal gold): https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together
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shaatirbilli
Stealth
a year ago
Alll my friends are proper techies (coders and PmS) and are already in almost 2X my salary. Every time I tell people what my goals and ambitions are, they keep telling me you’re asking for too much for a marketer. So I’m a little lost right now. I don’t know anything besides copywriting, social media and community building and it’s starting to seem like these skills will nevere get to me accomplishing my money goals.
Barbaadeshwar
Stealth
a year ago
Don't be bogged down, if you're really good at community building and social (+ a great writer) there's tons of opportunities right now. I know you asked above but I'd have a 20lpa budget for someone young like you if i was currently somewhere (provided you're kick-ass at this). Learn how to show leads and dhanda coming through your work (direct and indirect) and it'll grow.
shaatirbilli
Stealth
a year ago
I’m at an 18 LPA right now. But thanks so much, this is really helpful. I would like to believe I have enough proof of work in all three of the things I mentioned above. It’s just sad when I get turned down bec employers think it’s too much for MY AGE even when I have work to proof otherwise. Wish there was a way to get in touch with you without you having to doxx yourself, but I’m curious to know the industry you work in and if you’re hiring?
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In your perspective, how will generative AI change marketing?
Also, what will be its impact on employees?
Barbaadeshwar
Stealth
a year ago
I'm going to repeat what most people have already said, it saves a lot of time from wasteful tasks (marketing has tons), but I'm yet to see mad creativity come out of it. Only a matter of time, but right now it's great to get the mundane out.
JumpyLeopard
Stealth
a year ago
Opinion on Product Led Growth?
Launching an AI B2B SaaS soon and like many others I have a dream of being 100% product led. The product will target US, EU, Canada and Japan initially.
I’ve been reading a lot about product led growth but I’m clueless on how to gain initial traction without marketing. I just need to know the steps 1 & 2. Step 3, I can figure out later.
Barbaadeshwar
Stealth
a year ago
Product Hunt is your best friend (have used this guide to help https://gleam.io/blog/product-hunt/ ). Also think of the growth loops that you'll build within the product onboarding and every day user journey. Make it super easy and incentivize sharing or using the product as a piggyback over other things (makes people use it and show usage off).
JumpyLeopard
Stealth
a year ago
This was certainly helpful. Thanks, you’re doing a great deal here.
donna
Stealth
a year ago
Your best project till date?
Barbaadeshwar
Stealth
a year ago
Lemme try answering this without doxxing myself. Think 200+ blogs (completely unrelated to the product we were selling but correlaions or causations exist with buyer behavior) across 9 months that brought 15k subscribers and also let us bucket them into 50 sub-cohorts that we could sell the product a 50% conversion rate with just email and remarketing.
Think something like this: https://marketingexamples.com/seo/chamaripa
Equitymaster
Stealth
a year ago
I am planning to launch a D2C brand in growing segment. The segment is small currently but growing fast. I am tight on budget and most of the money is spent on product manufacturing and website. What should be the marketing strategy? We are also planning to list on marketplaces. Do you think we should invest in tools that enhance customer experience like OTPless, gokwik, interakt etc? Or should we spend money on FB and insta ads?
Barbaadeshwar
Stealth
a year ago
No OTPless bullshit right now, simple clean easy Shopify/Magento experience is more than enough. What is the product though? Tell me that I'll give more pointed feedback on what kinda ads / SEO / content you should run.
Equitymaster
Stealth
a year ago
We are launching pet supplies brand. Dog and cat products basically.
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BingoMadAngles
Stealth
a year ago
I am an undergrad, have interned at 3 startups before, in the first internship I got to learn about SEO.
In all other internships, I honestly didn't learn anything, I was a generalist managing operations that's it but, I got paid decently so didn't quit.
Recently I started working as an assistant to a growth person, I am learning from her.
I dont want to get into tech, I want to continue in growth.
1. I want to know, if it's a better choice to pursue a growth career in the long term.
2. When I graduate, what salary can I expect as a fresher growth person (my family condition is not so good financially)
3. Any other skill, you would recommend me to learn
4. Any advice
Entrepreneurstuff
Stealth
a year ago
How much were you paid in the internships?
BingoMadAngles
Stealth
a year ago
All of them in 15-30k range
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PocusDweeber
Stealth
a year ago
Hello Barbaadeshwar, thanks for taking out the time to do this extremely wise AMA. Could you give some ideas for gaining trust and building retention when the target group is kirana owners/shop owners?
Barbaadeshwar
Stealth
a year ago
What do they value most? Is there an issue where you can help them with ? I'd assume cash flow is a monthly jhanjat for them. Is there anyway your product can solve for that? Is there help you can share with them? Maybe content on how to run his place better? Save more money?
donna
Stealth
a year ago
Yo, KiranaClub
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shaatirbilli
Stealth
a year ago
How much CTC to expect for someone with 3 yoe experience
Barbaadeshwar
Stealth
a year ago
Depends on quality of experience, if you ran crores of campaigns at Dream11 versus worked for a tiny brand (or big brand with no spends like Ola). Depends on that. What're you currently on, what're your core skills and where are trying to be?
shaatirbilli
Stealth
a year ago
My core skills are storytelling. I think I’m great at building narratives. I’m more creative than analytical, even though I would like for that to change. I rely a lot on intuition. Has worked wonders for me in the past, but has also come bit me in the ass a few times. The idea is to be a 1 person team in myself, at least have surface level knowledge of all verticals under growth and marketing so I can be better prepared to lead a team one day (inshallah soon) or start freelancing, create an agency etc — wherever life takes me.
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shaatirbilli
Stealth
a year ago
Any programs/courses you recommend to help learn data analytics for marketers? I’ think I’m great with ideas, but lack judgement wrt to campaign analysis
Barbaadeshwar
Stealth
a year ago
I was so afraid of math I dropped it for SP in junior college. But eventually when I head a perf dept, learned the basics of marketing math. It's essentially pattern recognition and experience of first principles thinking. Try running ads for yourself? 50 bucks a week types. Also share a Reforge subscription between friends. Best (and only) marketing and growth course worth it.
shaatirbilli
Stealth
a year ago
Oooh wow okay! Reforge huh okay taking notes 📝 Also, yes have asked founders for a teeeny tiny budget for me to start experimenting with ads. Hopefully I can learn it on the job. Biggest qualm is — there is no one in the team who’s done performance marketing before for me to seek guidance from. But thank you for so patiently answering. Sorry I just went all ballistic on the questions. It’s just been rare to find marketers/growth leads around here. Hope you do this more often :)
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HuskyBay59
Stealth
a year ago
Are you hiring 😅
Barbaadeshwar
Stealth
a year ago
Once I get my next job yes
HuskyBay59
Stealth
a year ago
Hahahaha. Keep us posted
Dear @Barbaadeshwar I've been reading your replies over here and I truly admire some of the wisdom you shared here 🙏.
I've been facing a dire issue in recent times and I feel you are the most suitable person to help me out.
I am 29 years old with 4+ years of experience in copywriting, content writing & strategy. Currently employed at a startup in Ahmedabad with 4.5 LPA salary and i think soon i might be laid off (since the startup might shut down soon) (family pressurising to get married)
I've no idea what to do next, I don't know how to code.. Throughout my life all I've done is basically writing communications for different formats, different clients.. And To be very honest I am not that great writer with the rise of chatgpt, I feel scared where I'll stand in upcoming months or years. I thought of going for some online course by growthschool/reforge etc.. But am not sure if that's right..
My situation always reminds of one famous quote I've read a long time ago,
If a ship doesn't know which port to sail, no wind is favourable...
Kindly help me /show me some path that I should follow
Barbaadeshwar
Stealth
a year ago
Bhaila sabar rakh. Saaru Thai jase. One I don't think copywriting is working for you. SEO is one place where it could make sense for you to get in. Try applying at SEO agencies as content strategists. See their clients and give ideas. If you want to write them here I'll give you ideas for you to send peeps. Also family ne bol lagan Thai jase, pela Paisa avi Jaye. Read up marketingexamples.com and HBR to learn more.
I've been reading your replies on different posts, badha ne patience ane vishwas rakhva mate motivate cho.. Sari vaat che😅
Will look into how can i learn more about SEO and enter in the field from that side, Ha ideas ni jarur pdse tyare tamne hamesha yaad kris..
Btw, Gujarati lago cho tame, jivan ma grapevine sivay bija koi platform ma madva no moko aapjo guru 🙏
BaggyBed18
Stealth
a year ago
With ChatGPT and other AI tools coming in. What does the future look like for a content marketer? Should I start looking somewhere else?
I’m really scared at the moment.
mohhmaya
Stealth
a year ago
Learn the tools and make money 💰
Barbaadeshwar
Stealth
a year ago
Nowhere close to doing anything except regurgitating banal crap. Get creative, link everything you do to dhanda, it'll be fine! And yes, use AI to your advantage, get boring shit done by it, spend your time ideating and researching better ways to create value for end customers.
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Captainbarbosa
Stealth
a year ago
@Barbaadeshwar, I have 4.5 years of dtartup experience in perf, last 2 years I led perf at a fintech and I have handled 5cr/month sort of budgets.
My experience had been b2c, now I am getting an option/opportunity to join a specialised b2b marketing agency for 21LPA, there’s going to be a lot of learning.
Do you think I should take it?
Context, I have been consulting right now last couple of months after getting laid off.
Barbaadeshwar
Stealth
a year ago
Personally would not go to an agency right, you want to remain brand side, the learning at the agency could be immense but just know going client to agency at say 7 years work ex could fuck your next move. If you're handling 5cr budgets that's as good as 2-3% top. You should be able to manage a growth manager role client side with 25-30lpa. Tell the agency to wait. You sound like you're insane at your job they will wait for you. Even if they don't. I think you could do betterm
Captainbarbosa
Stealth
a year ago
Thankyou so much for the encouraging words :)
I’m building and managing communities right now for a gaming brand. Do you see any scope where community roles start getting more importance just like social media manager roles?
Barbaadeshwar
Stealth
a year ago
Totally, we died trying to hire a community lead and in the end I ended up cracking it myself, lucky me got the learning. But if you do social + community + content you're literally gold. If you're great at community add social, content and SEO which leads to dhanda and you're suddenly looking like a 20-40lpa asset.
mohhmaya
Stealth
a year ago
Maharaj where should I start learning I am this guy need to polish my skills?
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