20Growth: Inside Perplexity's Growth Machine: What Worked, What Did Not Work | Why Paid Acquisition is a Drug and Brand Marketing is BS | The Good, Bad and Ugly of A/B Tests and Why Micro-Optimisations are Under-Rated with Raman Malik

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4.4 • 637 Ratings

🗓️ 15 November 2024

⏱️ 59 minutes

🔗️ Recording | iTunes | RSS

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Summary

Raman Malik is the Head of Growth at Perplexity where he is responsible for growth marketing, onboarding, activation, retention, and monetisation. Prior to Perplexity, Raman, was an early member of the growth team at Lyft and joined Perplexity earlier this year after his own startup journey.

In Today’s Episode with Perplexity’s Head of Growth:

1. Inside the Perplexity Growth Machine:

What have been the single biggest needle movers in the growth of Perplexity?
What has not worked? What have they learned from that?
How have partnerships driven growth? Lessons on what makes a good vs bad partnership?
Why does Raman think paid acquisition is a drug and Perplexity do not do it? How does Raman advise other founders when it comes to paid acquisition?

2. Acquisition, Retention, Churn: Mastering the Basics:

Why does Raman think that brand marketing is BS? When does it become more important?
What are the simplest things startups and product teams can do to drive retention up?
How do Perplexity count an “engaged user”? What metric suggests they have a retained user?
What is the good, the bad and the ugly when it comes to A/B tests?

3. How Perplexity Built a Growth Machine:

Why does Raman advise all founders to hire more former founders?
How does the way you manage founders turned employees differ from employees who have never been founders?
What is the must under appreciated growth channel today that has worked for Perplexity?
What growth channel has been the biggest flop for Perplexity? What did Raman learn from losing money on the channel?

Transcript

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0:00.0	you need someone to hear about your product three to seven times before they're going to give it an honest trial.
0:06.0	If I can get a user on perplexity specifically to three queries in that first session, now I know I'm really on to something.
0:12.0	There's no middle ground if you're not first. It literally just means your only other option is to just be a lot better than everyone.
0:18.4	This is 20 Growth with me, Harry Stebbings. Now 20 Growth is the show where we sit down with the best growth leaders in the world to discuss
0:24.6	their tips, tactics and strategies when it comes both to growth and to scaling growth teams.
0:29.6	And today, we sit down with the head of growth for one of the fastest growing consumer companies in history.
0:35.6	They are the Google killer and they are crushing it.
0:38.8	I'm so excited to welcome Raman Malik, head of growth at Perplexity, where he's responsible for
0:43.8	growth marketing, onboarding, activation, retention and monetization. And prior to Perplexity,
0:49.1	Raman was an early member of the growth team at Lyft and joined Perplexity earlier this year,
0:53.5	having founded his
0:54.3	own startup previously. But before we dive into the show today, when I spoke to Canva co-founder
0:58.9	Cliff Obract on the podcast last year, he touched on how visual content is fast becoming the
1:03.9	fuel that's driving, the modern workplace. And your team needs to create an engaging visual
1:08.4	pitch deck to sell an idea. A product launch needs an
1:11.5	inspiring video to excite investors and customers. It's a game changer for visual communication
1:16.9	at work. Canva turns your team into master visual communicators so they can get their point
1:22.6	across with visual impact inside and outside your business with no design experience needed. With Canva,
1:29.1	any team member and any company, whether you're a startup or a global organization, can design
1:34.2	compelling on-brand visual content quickly and easily. And that's why 90% of the Fortune 500,
1:40.4	90% use Canva. Start designing today at Canva.com designed for work. And talking about growth,
1:48.1	let's dive into how Voyantus is transforming customer acquisition. As this is my growth podcast,
	...

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