Opinion
Srinivasan: Sending physical direct mail to buyers' homes is highly effective
“Talking about throwing old marketing playbooks out of the window, direct mail is actually very effective. Strangely enough. Direct mail. Like sending mail to people's homes.”
Insight
Srinivasan: Late tech adopters reject both aggressive sales and pure self-serve
“As you start to go away from that early adopter persona to the late adopter persona in the, you know, the crossing the chasm kind of a paradigm, You start to encounter personas who don't quite want to be sold to. They don't want to engage with the salesperson.…”
Insight
Srinivasan: Buyers do not believe self-published customer quotes on company websites
“One thing we found out was when you add reviews to your website, if it comes from you, People don't give a shit. Because they don't believe it. So you don't go around saying, my customer said this to me, and I'm going to put it on the website. But when you put…”
Insight
Srinivasan: Performance Data Cannot Change Consumer Minds Without Brand Storytelling
“I can't really change any consumers' minds with all of that stuff. If I really need to understand customers' aspirations and figure out how to emotionally resonate with them, I really need to understand brand.”
Insight
Srinivasan: CMOs Must Distill Founder Visions Into Actionable Operational Milestones
“What I have found over and over is if you have a founder or a CEO with a particularly large vision, they're thinking 20 years out. They're thinking big, far reaching, you know, wide kind of visions, and it's the job of the CMO to bring it down to the one year,…”
Insight
Srinivasan: High-Growth Marketing Leaders Must Discard Their Playbooks Every Six Months
“In the last three companies I've been at, every single time, six months in, I'm like, okay, throw out this new, this old playbook, we have to create something new. Because you are outgrowing that playbook so quickly that you have to be very agile in thinking a…”
Insight
Srinivasan: Lightning-Speed Decisions In Hyper-Growth Often Require Intuition Over Data
“Intuition is extremely, extremely critical, particularly in a high growth environment when you're having to take almost like lightning speed decisions on in some areas. You don't have the data. Every problem is new.”
Insight
Srinivasan: Marketing Teams Must Take Ownership of Studying Product Rejecters
“Being, taking on the ownership of the customer and the non-customers, and more importantly, actually the, what I would call the rejecters, the people that have rejected your product is, is extremely important as well, because you must know the market more than…”
Disclosure
Srinivasan's First Five Klaviyo Hires: Brand, PMM, Growth, Self-Serve, and Ops
“My first hires at Klaviyo, the first five, were my head of brand my head of product marketing, head of performance marketing, head of self-serve, and my head of analytics ops and research.”
Insight
Srinivasan: Challenge Marketing Teams to Find One Low-Hanging Fruit Monthly
“The other thing I've tried to do, which has been pretty successful, is I challenge my team to come up with one low hanging fruit opportunity per month. So every month, each of my directs and me, we sit down together and say, what can we do that we can jump on …”
