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A Founder’s Framework for Understanding Performance vs. Brand Marketing for Your Startup

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This article is by Sarah Emmott and Holly Chen. Holly runs ExponentialX, a marketing and growth collective that advises SaaS companies like Miro, Loom, and ServiceNow. She was previously Global Head of Digital Marketing at Slack, Head of Growth at Google Store, Head of Google B2B Websites, and guest lectures at Berkeley and NYU on advertising and marketing strategy. Sarah is Atlassian’s Global Head of Brand for the work management portfolio, previously at Square, and went in-house after years at agencies doing award-winning creative, content and campaigns. She advises on brand and marketing for SaaS, FinTech and HealthTech companies and regularly speaks in podcasts about marketing. On the heels of a surge in earnings earlier this year, Airbnb gave credit to a surprising superhero — their shift in spend from performance marketing to brand marketing. This is a rare statement in tech companies – which most often credit product-led growth and spend the bulk of their marketing dollars on th

This article is by Sarah Emmott and Holly Chen . Holly runs ExponentialX, a marketing and growth collective that advises SaaS companies like Miro, Loom, and ServiceNow. She was previously Global Head of Digital Marketing at Slack, Head of Growth at Google Store, Head of Google B2B Websites, and guest lectures at Berkeley and NYU on advertising and marketing strategy. Sarah is Atlassian’s Global Head of Brand for the work management portfolio, previously at Square, and went in-house after years at agencies doing award-winning creative, content and campaigns. She advises on brand and marketing f

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