Tomek Duda is the Director of People at Ladder.io where he is responsible for-
– global recruitment (grew from 10 to 20 in Wrocław alone),
– onboarding process,
– built career paths across different teams,
– team management,
– HR, client, strategic project management
I did a facebook live with him almost 2 weeks ago, and it turned to be one of the best interviews I ever did.
Time Stamped Keynotes
[01.07]-He completed his graduation in international business; he jumped into marketing because he was curious about new technologies and data.
He then found his agency that later became part of ladder.io
[01.54]-They started in Poland and then met guys at ladder.io
[02.08]-They hop in on a call with ladder.io and collaborated
[02.48]-Their collaboration was literally out of the chance. Ladder started in NY and had recently launched their new office in London.
[03.21]-Last year in January, they became a part of ladder.io
[04.28]-There is outstanding talent is Warsaw
[05.39]-In Poland they have a lot of people who speak English and are good programmers
[06.01]-Romania and Belarus have amazing tax systems for IT companies(0-1% tax)
[06.21]-People switch companies a lot; therefore, salaries have skyrocketed these days
[07.11]-Tomek has lived in Madrid for around half a year
[07.53]-Ladder is a service and a “software a service company.”
[08.01]-As a services company, they help their clients to grow through digital channels(based on competitive analysis and past data)
[08.31]-You have to come up with an individual solution for different companies because this makes all the difference
[11.01]-Their product team works on the software and services team works on the clients
[11.28]-They use their own product for optimization, reporting, and other stuff. They use their product the most(like Gerard)
[13.35]-If you only focus on only one thing at a time, you eventually get better at it
[15.32]-Most of the companies get fascinated by the growth hacking stories of Airbnb, but what they see isn’t even the tip of the iceberg.
[16.11]-In order to understand companies success, you need to study them throughout the journey
The more experiments you run, the faster you find what works and what does not.
[17.11]-They do the majority of their traffic acquisition using FB ads as Fb ads are even more powerful than Google ads
[18.10]-According to Harvard Business Review, only 10% of the total marketing experiments succeed.
Around 30% of the marketing experiments at Ladder succeed, thanks to their growth framework.
[19.42]-Guess work is never the right way to design marketing experiments
[20.11]-Amount of capital companies spend depends upon their capabilities and scope of growth
[21.31]-Clients are always concerned about results.
[22.47]-Nobody knows clients’ product better than clients
[23.43]-Gerard and the team do a lot of hacks and run a lot of experiments
[24.26]-Right now there are 45 people on their team, but right now they have different problems than when they started
[25.33]-In the US they don’t believe in the term “growth hackers.”
Growth marketers is a more qualified term.
[26.39]-Gerard had to change the name of the facebook group because it had the word “hacking,” and people in the US do not consider it good
[27.49]-They run experiments with small chunks of money, and once any works, they tweak it a little and upscale it even further
[28.24]-Once they figure out which experiment is working, they try to figure out why is it working figure out more tests to do with it
[29.38]-They experiment with different aspects of a particular campaign to figure things out further
[30.52]-They need at least 3 months to show the results of their campaigns
[31.07]-It takes time to figure out to get familiar with the company and figure out all the components of growth for that particular company(copywriting, ads channels, etc.)
They try to make it cheapest by experimenting a lot.
[32.24]-Working down the way a funnel is the most trustworthy way to grow because it has statistical relevance
[34.03]-They get their clients through the sales process so that they could know what to expect/what not to
[35.00]-Once their clients see the results coming out in the first few weeks, it becomes easier to deal with them
[36.21]-For the last few months FTL has been doing SEO, and they have got more than 8000 visitors per month since then
[37.19]-People who read the Ladder’s content don’t share it with their friends because it gives them a competitive advantage
They even experiment with the content marketing channels for their blog
[38.06]-SEO has been working great for ladder. They make sure that they deliver the best content there is
[40.14]-Business. whether it is b2b or b2c, it is all about people
- Books To Read-“How to win friends and influence people” by Dale Carnegie
- Tomek’s website
- Ladder.io blog