Mostly metrics
Run the Numbers
E33: The Ultimate Guide to Start-up Marketing, with CEO of Thrive Digital, Jonathan Becker

E33: The Ultimate Guide to Start-up Marketing, with CEO of Thrive Digital, Jonathan Becker

Jonathan Becker, CEO of Thrive Digital, breaks down learnings from his 12+ years of running data-led marketing campaigns for top startups like Uber, Asana, and Square. Supercharge your financial operations with Maxio. Request a demo at for 10% off your first year.


SPONSORS: Maxio | Tropic | Thoropass

Maxio is the only billing and financial operations platform that was purpose built for B2B SaaS. They're helping SaaS finance teams automate billing and revenue recognition, manage collections and payments, and put together investor grade reporting packages. 🚀 Request a demo at for 10% off your first year.

Tropic is the next-generation Procurement Platform that’s helping modern CFOs take control of their budgets and bottom line. By combining approval workflows, supplier management, and pricing benchmarks all in one place, Tropic makes savings opportunities easy to find and act on. 🌴 Visit to learn how.

Thoropass provides complete compliance management, continuous monitoring, and security audits through intuitive software and expert guidance – allowing you to do business with confidence. Learn more: 🔒



@cjgustafson222 (CJ)

@TurpentineMedia (Turpentine)



00:00:00: Introduction

00:05:07: Google as a money-making machine

00:07:20: Differences between brand marketing and performance marketing

00:11:00: On scaling and reach of marketing

00:18:13: The Importance of understanding Customer Acquisition Cost (CAC) and Lifetime Value (LTV)

00:20:03: Metrics in marketing

00:23:43: Marketing Efficiency ratio explanation

00:30:46: Hiring and building a marketing team

00:37:14: Psychology of impatience in advertising

00:42:13: Setting clear expectations in marketing tests

00:45:23: Good campaign attribution

00:52:25: Expedia's digital marketing success story

00:54:07: Athletic Greens' success story

00:56:00: Grammarly's adoption on YouTube

00:57:36: Costs and impact of Super Bowl ads

Mostly metrics
Run the Numbers
Run the Numbers is a twice-weekly podcast about financial metrics and business models, designed for ambitious people operating tech startups. It's a collection of things host CJ Gustafson (CFO at Partstech and writer of Mostly Metrics) has learned and thought about in the trenches as a tech CFO.
This show is meant to serve as a playbook of sorts for the stuff CJ wishes he knew earlier in his career, both from experience and from copying people smarter than himself.
Topics frequently touch upon Startup SaaS Metrics, Annual Budgeting, Financial Forecasting, Headcount, Equity, Dilution, and Fundraising – and how all of these drive business performance and growth.