The Futur podcast is a show that explores the interesting overlap between design, marketing, and business.Our host (and CEO of The Futur), Chris Do, holds candid conversations with inspirational people from the worlds of design, technology, marketing, business, philosophy and personal development.These conversations go deep. With the aim of understanding who these incredible people are, what drives them to do what they do, and what can we—the listener—learn from it all.Visit thefutur.com/podcast for show notes and additional information from each episode.
338 - Build, Test, Scale, Repeat - With Hamlet Azarian
In this episode, I’m joined by Hamlet Azarian, a seasoned marketing executive with over 20 years of experience in scaling early-stage startups from ideation to success. Hamlet breaks down his data-driven approach to marketing, emphasizing the importance of multivariate testing, customer personas, and psychographics to deeply understand user needs.
We discuss actionable strategies, such as rapid testing of ideas through prototypes and landing pages, and leveraging tools like Hotjar and CallRail to optimize customer engagement. Hamlet also highlights the power of focusing on progress over perfection and shares insights from his journey of building an agency with a mission to educate and empower future marketers.
Whether you’re a creative professional, an entrepreneur, or simply curious about growth marketing, this episode is packed with insights to help you take your ideas to the next level.
Timestamps:
(00:00) - Introduction to Hamlet Azarian
(01:30) - Early-stage startup dynamics
(03:00) - Example: Scaling Camino Financial
(08:00) - Multivariate testing and audience targeting
(15:00) - Understanding customer personas and psychographics
(25:00) - Building marketing strategies through interviews
(32:50) - Optimizing landing pages and pre-launch campaigns
(38:20) - Growth mindset and startup culture
(50:30) - Tools and tech stack for data-driven marketing
(54:00) - Closing thoughts and action steps
Check out today's guest, Hamlet Azarian:
Hamlet's LinkedIn: https://www.linkedin.com/in/hamletazarian
Azarian Growth Agency's Website: https://azariangrowthagency.com/
Hamlet's Website: https://hamletazarian.com/
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