Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #34 and today’s guest is Brian Long. He is the Chief Executive Officer and Co-Founder of Attentive. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you have your playbook!
Podcast Episode #34: Brian Long – CEO and Co-Founder of Attentive
Brian Long, the Chief Executive Officer and Co-Founder of Attentive, adds his page to the Marketing Playbook. Hear how to fundraise to fuel your business, focus on creating the best product, set goals and manage your team, why Brian dropped out of business school, and the snack he eats every single day. This episode covers everything from productivity to pretzels. Here’s a small sample of what you will hear in this episode:
- What is a remarkable story about Brian’s life
- What were his roles at CNET and CBS Interactive
- How do you fundraise for your business
- How many clients and employees does Attentive have
- How does Brian view attribution for Attentive and their clients
- Who does he lean on for advice
- How do you approach employees who aren’t hitting their goals
- What is Brian’s most prized possession other than family
Connect with Brian at AttentiveMobile.com and on Twitter at @BrianCLong.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:21] The Marketing Playbook with Mark Friedman
- [0:22] Details Interactive
- [0:29] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:36] Connect with Brian at AttentiveMobile.com and on Twitter at @BrianCLong
- [0:41] Thank you as always to Max Branstetter of MaxPodcasting and the Wild Business Growth Podcast for producing this podcast. You can reach him at Max@MaxPodcasting.com to bring your podcast to life
- Brian’s Page of The Marketing Playbook with Mark Friedman
- [1:46] What is a remarkable story about Brian’s life
- [2:34] What are the pretzels like in Philly
- [2:45] Was there anything in Brian’s childhood that indicated he would become an entrepreneur
- [3:34] What did he study at the University of Pennsylvania (Penn)
- [3:51] Side Businesses, Penn Storyboard, Twitter, Facebook, Smartphones, Nokia Phones, Desktop
- [4:38] Graphic Design, Web Development
- [4:58] What were Brian’s roles at CNET and CBS Interactive
- [5:15] Tech Entrepreneurship, Tech (Technology), Consulting
- [5:34] Mark McCallum, CEO (Chief Executive Officer), Brown-Forman
- [6:01] Venture Capitalist, Josh Kopelman, LinkedIn, Internship
- [6:36] Mark Zuckerberg
- [6:52] Yahoo!, Sales
- [7:18] Why wasn’t Brian more interested in Facebook
- [7:48] What was his role at Crossboard (Pontiflex)
- [8:12] 2007-2008 Financial Crisis, Business School
- [9:02] Performance Marketing
- [9:30] Mobile, Mobile Applications (Apps), Lead Generation (Lead Gen)
- [9:49] Budget
- [11:43] Retention
- [11:57] Ad Retargeting Platform
- [12:26] Spotify, eBay, Pandora
- [12:45] How was Brian’s experience fundraising
- [13:02] Capital
- [13:21] Investor, Early-Stage Companies
- [13:34] How do you fundraise for your business
- [14:55] Series A
- [15:31] Bain Capital
- [16:08] Sequoia Capital, Series B
- [16:39] Networking
- [16:52] Do you have a Direct-to-Consumer business? I enjoy connecting with guests on this podcast because it reminds me what I love to do: strategic and tactical consulting for businesses like yours. If you’d like to speak with me and see how you can add a fresh set of eyes to your team, contact me at Mark@DetailsInteractive.com
- [17:16] What is Attentive
- [17:25] Brands, Consumers
- [17:40] Text Messaging
- [18:22] How many clients and employees does Attentive have
- [18:42] How many rounds of funding has Attentive had
- [18:55] Where do those funds go in the business
- [19:32] Engineers
- [19:53] Will Attentive stick to mobile messaging
- [20:30] Richard Branson
- [21:00] Product
- [21:11] How does Brian view attribution for Attentive and their clients
- [21:33] Startup
- [21:42] Marketing
- [22:00] What is Brian’s role as CEO
- [22:46] Who does he lean on for advice
- [22:56] Direct Reports
- [23:24] What culture has Brian created
- [24:18] How has the pandemic changed the business
- [24:33] eComm (eCommerce), Retail
- [24:47] Remote Work, Zoom
- [25:25] How does Brian approach personal goals and company goals
- [25:45] Email
- [25:55] Quarterly OKRs (Objectives and Key Results)
- [26:02] KPIs (Key Performance Indicators)
- [26:08] How do you approach employees who aren’t hitting their goals
- [26:33] Leadership
- [27:40] Bain VC Scott Friend
- [28:31] Critical Feedback
- [28:52] Term Sheets
- 2-Minute Drill
- [30:06] Chrome
- [30:08] Maps
- [30:14] Amazon
- [30:25] What is something Brian wishes he were better at
- [30:35] French Bulldog Rescue Network
- [30:44] What is a superpower Brian wishes he had
- [30:50] What is his most prized possession other than family
- Outro
- [30:54] Connect with Brian at AttentiveMobile.com and on Twitter at @BrianCLong
- [31:22] This week’s 3 Game-Winning Plays are as follows:
- Fundraise to fuel your business
- Focus on creating the best product
- Set goals and manage your team
- [32:17] If you want to check out more pages of The Marketing Playbook, make sure to follow on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [32:29] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Brian Long. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to follow on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.