20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix | The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Omer Shai, CMO at Wix, discusses balancing brand and acquisition marketing, particularly in the context of Super Bowl commercials. Shai emphasizes measuring Time to Return on Investment (TROI) over lifetime value, focusing on shorter cohort analysis (one to 28 days) to quickly impact results. He advocates for diverse traffic sources to build sustainable business and mitigate risks associated with reliance on single channels. Omer stresses the importance of product-centric storytelling and the need for AI-savvy marketing teams, even if it means hiring individuals with less traditional marketing experience. He shares insights into channel performance, highlighting brand as the best performing and expressing a desire to improve TikTok and LinkedIn strategies.

Outlines

Part 1: Marketing Philosophy, Metrics

Part 2: Channels, Strategy

Part 3: Storytelling, Execution

Part 4: Reflection, Advice

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20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Part 1: Marketing Philosophy, Metrics

Marketing as Investment: Omer Shai's Perspective on Lifetime Value

Wix's Super Bowl Strategy: Balancing Brand and Acquisition for ROI

Measuring Super Bowl Impact: Acquisition Spikes and Time to Return on Investment (TROI)

Adapting TROI to Technology Cycles: Balancing Traffic Sources and Risk Management

Part 2: Channels, Strategy

Channel Strategy: Knowing When to Cut, Cracking TikTok, and the Power of Brand

Prioritizing Users Over Money: Building a Product-Focused Marketing Department

Part 3: Storytelling, Execution

Storytelling: Putting the Product in the Center and Embracing Humility

Quick Fire: Underappreciated Channels, Brand Marketing, and Parenting Advice

Part 4: Reflection, Advice

The Power of Thinking Differently: Omer's Advice to His Younger Self

20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

Part 1: Marketing Philosophy, Metrics

00:00Marketing as Investment: Omer Shai's Perspective on Lifetime Value

Marketing as Investment: Omer Shai's Perspective on Lifetime Value

00:26Wix's Super Bowl Strategy: Balancing Brand and Acquisition for ROI

Wix's Super Bowl Strategy: Balancing Brand and Acquisition for ROI

08:29Measuring Super Bowl Impact: Acquisition Spikes and Time to Return on Investment (TROI)

Measuring Super Bowl Impact: Acquisition Spikes and Time to Return on Investment (TROI)

17:31Adapting TROI to Technology Cycles: Balancing Traffic Sources and Risk Management

Adapting TROI to Technology Cycles: Balancing Traffic Sources and Risk Management

Part 2: Channels, Strategy

25:37Channel Strategy: Knowing When to Cut, Cracking TikTok, and the Power of Brand

Channel Strategy: Knowing When to Cut, Cracking TikTok, and the Power of Brand

34:48Prioritizing Users Over Money: Building a Product-Focused Marketing Department

Prioritizing Users Over Money: Building a Product-Focused Marketing Department

Part 3: Storytelling, Execution

41:15Storytelling: Putting the Product in the Center and Embracing Humility

Storytelling: Putting the Product in the Center and Embracing Humility

51:36Quick Fire: Underappreciated Channels, Brand Marketing, and Parenting Advice

Quick Fire: Underappreciated Channels, Brand Marketing, and Parenting Advice

Part 4: Reflection, Advice

57:21The Power of Thinking Differently: Omer's Advice to His Younger Self

The Power of Thinking Differently: Omer's Advice to His Younger Self