Growth Marketing Camp
Growth Marketing Camp

Episode 45 · 8 months ago

NEW HOST ON THE BLOCK - Jass Binning joins Growth Marketing Camp


Jass Binning, the Director of Marketing at Opensense, is joining Growth Marketing Camp as a co-host, and boy, does she have the right mix of marketing experience and charisma to get your ears buzzing.

In this rare break from standard form, we interview our new co-host, Jass, about her career path and the learnings she picked up along the way. We also got a boost of inspiration from her journey, so make sure to tune in. You’re in for a treat!

Bo Welcome to growth marketing camp. Or we sit down with our favorite marketers to do mystify growth and give you the insights to help turn your next campaign into a major success. Let's get into it a little, ladies and gentlemen, this is Bobby Nurrangue, now cohost of growth marketing camp. I am so excited today to be joined by jazz binning. She is director of marketing at open sense. Jazz, welcome to the show. Thanks, Bobby. I'm welcome to you today as a guest, but going forward you are our newest team member here a growth marketing camp. You'll be joining as a cohost for the show and I am incredibly excited about that. Thanks. Thanks so much, bobby. I know I've shared it with you before. I'm excited. I'm a little nervous, but I'm excited. Yeah, again an opportunity to build kind of relationships with some of the marketers that are coming on the show and I've been listened to it, so I hope I can bring a lot of value and I'm also going to have a lot of fun with it. So I'm pretty credded. I'm excited as well because it is going to add a whole new perspective to our show to have an authentic marketer like yourself talking to other marketers as well, and I think that that's just going to add a lot of value to the conversations and hopefully provide our audience with even more value and some of the sites that are going to be shared that you're uniquely going to be able to drive home. So super excited for that for audience. Today we're going to have a little bit of a different episode today. I thought it'd be really fun to spend some time just getting to know jazz a little bit better, both for myself and for you the audience. Will continue our regularly scheduled programming next week, but for today's episode I'm basically going to be running through just some some interview questions to get to know jazz a little bit better and again, hopefully this let's you guys. You all know a little bit about jazz as well. Without further Ado, I'm just going to kind of get right into it. Jazz, you've you've got a ton of experience in different aspects of marketing, whether it's social media, blogging, new you were freelancing for a while, which is actually how we met initially and now you're leading a marketing team out of scaling startup. Given your experiences, is there any one particular thing that you've done at any point in your career that kind of stands out or that you remember or look back on fondly as the best? If so, which one is it and maybe you can just explain to audience a little bit why it stood out? Yeah, for sure. So, when I started out in marketing, Yep, in actually started my career as a coop and that's when I learned about to start up world. But I basically had a lot of experience working in startups and also working in large organizations that had lots of checks and balances, especially as it relates to marketing. Okay, the one area that I'm going to say that I endu the most over and over and over again was working in startups, which is my probably my best experience so far is working it open sense cool, and I'll touch a little bit more on it a little bit later, but I think the reason why I like start up so much is because is that you're kind of a single person working with, you know, three or four other people. You end up wearing so many hats and early on when I had that experience, I ended up learning so much, whether it was about the different technologies that I was managing, working with consultants. I was working in an IT consulting company for a while. That was one of the first kind of management experiences and you realize there's so much that a marketer has to do, especially to tap into the subject matter experts to market those people. Back then our products for the consultants and we were Microsoft Consulting Agency. So I basically had experience with email marketing. I learned about I started using hub spot early on. I was managing social media. I was mated doing the blogs and then doing like events stuff too. So because of that, I feel like when you work in a large organization, you end up...

...being like just a small peg, you know, with the rest of them, and there's not much. Then you can influence and a lot of the work that you produce those through different go through the hierarchy and sometimes it ends up being changed. And I think there when I started off in startup world, it was this almost like this ability to influence the DNA of the company. Yeah, early on and working in smoller teams, the stuff that you would produce, you're able to be creative, you're in the you're the very beginning phases of building the voice and the doom that brand, and I think that's something that I've enjoyed the most in terms of like what I enjoy like, whether its social or blogging or sure like I love digging like a content and a copy angle for for the work that I do. Early on, when I was in university, I thought I'd want to be a journalist. I was very idealistic and I eventually thought, Hey, I'm going to work for the UN or didn't look that, but and then you realize you want money, Uh Huh. And so when I broke my way into tech, one of the things I realized that's, Hey, all this, all the the creative writing experience that I did have, I can actually own that and own my voice in startups. Compared to there was for a while when you're working in a large organization, it was and now bringing a shift, but it was very much everything you've learned, any kind of creative writing skills. You have bash them. Let's just pay business professional. Absolutely and no one resonates with business professional, and I think we're seeing it now more people are saying be human being. Absolutely, and I think that startups created that and now at the large organizations are starting to follow that. But very long waited answer to your question. I love working in startups. I looked, love in small teams and getting experience in all these different areas. I have more of like a content angle and a copywriting in a blogging angle. I enjoy reading and consuming content and I kind of use that to produce new content. Yeah, well, it's very interesting answer because I think one of the things that stands out to me is that you savor the ability to have a more tangible, or at least feels like a more tangible impact in the work that you're doing within the organization that you're operating. And it makes sense, I think anybody in a startup, I mean that's just the nature of it some extent, is that everybody plays a rule that's tangible. That's that's what the startup can afford. It's you're not sort of excessively spending and in fact that actually reminds me of another thought, doing more with less. You know, I've seen you do that a number of times. In fact, one of the first iterations or manifestations of that was when I saw you make this incredible video on an iphone APP that you download for a buck ninety nine or something like that, about our team's presence helps put in bound. Is doing more with less something that you've kind of done your whole career? Is that just something that like marketing budgets like cause you to have to be more efficient? Is that something that's directly related to your experience and startups? Tell me a little bit about that and tell me if you think that's important for marketer to operate within that sort of mindset of doing more with less. So because I love the question. There's two answers that I have for this. Okay, but number one, when you think about doing more with less, I think for a while it was like it was more of a negative thing, like Oh, like, I've got there's so much that markers are having to do and they don't have the resources or the budget to support them. But you forget when you start thinking about there are ways that you can just have creativity and you can have almost the same outcome, Mayde even better if you create it up and not doing this massive production. So the first time I started experiencing that. I was actually in university and it was like a summer semester. I wasn't used to not taking the semester off. I was always used to working. I mean not working, but being a student. Everything that's first, and I remember one semester I was like, you know what, I'm going to enjoy. I'm not going to do a coop, I'm not going to take classes, I'm just going to take a single class and relish and enjoy the university experience. And me and my sister were kind of coming down the escalator of our the one of the campuses here in Vancouver, and...

I saw a huge sign up for this program called venture connect and I basically kind of walked over with her, I got my coffee and then I walked around like man, we wouldn't you know what spentric connect and it was basically like an incubator program that they created in our university. There were taking an applications for students who had ideas. They would pair them with an entrepreneur related to that idea that you had and then you would work with that person. If they like your idea, they would basically sign you on and then you would start building out this product, marketing everything alongside their mentorship, and I remember walking by and I was like, oh my gosh, and I told my sister. I was like you want to have to have some fun this semester? Yeah, and I'm just like, hanging on watching TV. Let's do this. And so we actually had an idea that we were talking to my dad about. I used to live in the states. When I moved from the states, I was pretty overweight and we started making smoothies for ourselves. And this is good, going to be my idea, but we would make smoothies all the time, but then we'd rush to class and we would lead a huge mess, like banana heels and everything in our kitchen counter and my mom would text. I was like what the hell, you know, what are you guys doing? Yeah, part of you making a mess. I remember my dad sitting us down and he's like you guys need to be more responsible here, though, he was the clean up everything for you and you waste so much time. Why don't you turn this into a process and maybe pack them in Zip Block Baggi's throw everything away like meal prep and do whatever the weekend. So we started doing that and I remember when we talk to the guy at venture connect, we basically said, if we got this idea and we this, it's kind of a smoothie based idea and we're thinking, we called it smoothie's and basically what we end up doing was we condense so that process of putting them to zip block baggies. You see that. I like jug juice. Now we can then saying even further and we had turned that. We had pureate them and turned them into smoothie cubes. Cool. And when we pitched this idea to them, like who's our persona rols our age, right, women early, kind of twenty five to thirty, who will have a bit of a bougier budget and they want to spend a little bit more money on healthy like drinking juices and something healthy. Women who are busy and they want to appropriate healthy life. So we ended up pitching this. They brought us into the program and then we had to meet my sister. Had to get super creative and I remember back then fiver was huge. Everything was actually five dollars on fiber, Yep, and I got the look. We got the logo. May She was focused more on like business and finance. I focus on the marketing because I realized this is what I enjoy, and used fiver to come up with the creatives. Tapped into fiber professionals for like social media, because we were having to build up this full business plan and I think we made it all the way until the execution. So at the very end we were one of the last people in the venture connection program but when did you use that execute like actually finding like refrigerated trucks to be able to transport our cubes, actually building the product? That's where I was like, all right, semester's ending, time to go back to the school. That was where I learned about just hacking and getting creative and trying to do more with less. Because of a student, I didn't have a lot of budget. I wasn't really spending too much time working. Yep, and I actually use that to jump start kind of that by set that I have where, let's just it's almost like the five hour work week. You read to various stuff. He'll kind of see the same thing. Work Smarter, don't work harder. Yeah, I'd say in like that was also the beginning of me also realizing I love this, I love startups, I love trying to start something and thinking about a product in many different angles, where the challenges, where the areas that you need to overcome? Understand your audience, Yep, create the right story to tell them, and part of your audience who's not your audience, because you want to completely remove those people and stay focused. But absolutely, yeah. So that was my experience. I think that's my first time sharing that out loud to yeah, well, I mean it makes ton of sense that that would be ingraded you from that point. You know, it's it's kind of interesting startups are are not the similar from of students in that access to limited resources and and having to kind...

...of manage around that. So so I can see how that would translate really well and I think from a startup standpoint it's, you know, every dollar that's not being spent here can be spent elsewhere to grow the business, and so that that's always going to be super important. So it's obviously, you know, doing doing more with less. I think is probably a valuable skill for I don't know if you'd say for for every marketer out there, but certainly, I think for you and in the circumstance here, in open sense, what are some other skills. In actually, let me get more specific. What would you say is the top skill that a marketer can bring to the table to be at the top of their profession? So I'm just going to say what I based off of my perspective of something that I do, because I would because I value at the most. Hey, I think the art of research is extremely, extremely important, and the reason why I like I say that is I think research when you're trying to understand what your product is, even before you launch a product, because we're actually in the middle of doing that at open sense with this compliance thing. As a marketer and as of just a human being, I don't know what like compliance officers or legal professions what they're dealing with as it relates to email. That's not something that I understand. That's not something that I really looked into. So backing that and supplementing the work that you do with tons of qualitative and quantitative research, I think is key before you ever write a blog post, yeah, before you launch a product, before you ever create like a video or interview your customers. Understanding everything from the get go is important, but you obviously don't want to. I have in the past gotten stuck with. My Dad would joke like, oh, it's like analysis process, which we hear a lot. You also have to understand at what point is the research that I've created what what coin do I stop it and just start testing, because it does not have to when you're testing the market, it doesn't have to be a full, full sledge plan for a to Z. is just got to be enough for you to be able to create the content and see if it resonate, look at the data absolute then to trimine what are the next steps, and I'm going to do but I think research is extremely important because you want to be able to tell the right story to the right audience. Absolutely and everything we as marketers do, where there's copywriting, social blog posts, email campaigns, it always starts with understanding who we're write it for. And Yep, customer. Yeah, well, look, I think it's interesting that you measure that because I think, you know, the word authenticity is one that I feel like has been tossed around basically for the last five or ten years in terms of like brand voice, and you know you're personalizing content and just coming across as more authentic. Well, Gosh, one of the prerequisites to being authentic is really understanding the context within which your audience operates and lives within right. I mean like like people can sniff out bes part my French from from a mile away, and I think you cannot be authentic if you don't understand the individuals or the groups that you're talking to. Like it just people can see right through that. And so I think to your point, research is prerequisite. Understanding is prerequisite to being able to offer unauthentic perspective that's meaningful and and value creating within a given conversation. So I think that's a phenomenal point and I think that that just makes a ton of sense. You know, you've already shared, I think, an incredibly valuable story about this idea of doing more was less. But would you say that's that's the most valuable lesson that you've had in your career so far? If not, do you mind sharing with with me in our audience? Yeah, yeah, it was understood there something like that. Yeah, doing more with less. I still think it's very important, but in terms of the biggest lesson or the greatest lesson I've learned in my career, I actually wrote a post on it on linkedin because this is something that I think about any time I'm struggling or any time I feel any kind of internal doubt. It's this idea of investing yourself and I think I'd shared a story where I was working in a crypto start up, which is his super chaotic at but there was a point when...

I was in the middle of signing a mortgage, I was also in the middle of planning my wedding and I knew that the company was going down and they're about sixty people when I had joined the company by the time that they let me go and I was basically the I was the last marketer to hang onto this it sinking ship. But I remember a feeling so much here and I had like a full fledged fanic attack at the lawyer's office and my husband was like, Jazz, you good a group, like it's okay, we need to like we need to trust that everything's going to be good, like you'll find another job, but it'll be okay, and I remember thinking, Wow, how are we? How are we going to sign on this new mortgage when, like life is just come and just hate me in the face and I knew that it was basically starting to go down. But around that time I think it just felt so real because we were just we were about to sign this, like we were at the lawyer's office. Were about to sign and I remember I thought, I thought I had more time and I realized that I didn't. But around that time is actually when I also started working for you guys. I was freelancing guys. So you're of the people, one of the clients that I started building. But I had a conversation with my dad a few months before that where you basically said, and I think it's just beautiful quote. I don't remember it exactly, but a bird sitting on a tree isn't afraid of the branch breaking because her crust is in herd, not the brand, and I remember my dad telling me that, look, you know it's chaos, you know there's a chance that this is going to go down. You know, build your flight feathers. And I was working in an agency at the time, so I had a lot of agency experience working with multiple clients, but not as a freelance or just I'm employee. So I started reaching out to people in my network. Around the time is when I also met Alex, who introduced me. Hey, Jezu, you looking pretty clients and I was like program amazing, and he introduced me to like you guys, and you, along with three other clients, were the people that I had started taking on and alongside my full time job. When they did let me go, I was like soaring and I was like I'm totally line. I can finally like I invested in myself, I built a process, I learned, started learning freelancing. That was my first time independently standing on my own. But since then I've learned that you cannot rely on anyone, as even probably the best company in the world. At the end of the day, you have to rely on yourself, and that's probably the greatest career lesson I learned. In Marketing. Things change so quickly and new technologies come and go. The perception of the public shifts like an insane amount, like Gen z's is shifting and shaking things up and taking away like the power that millennials took away from the people fire. So always staying two stuffs that head, always learning, always investing yourself, I think is extremely important, so you don't become like stale and you're always like you're always thinking on your feet. I think that's one of the best lessons that I can say that I've learned and it's something that I invest in daily. I'm kind trying to read stand all the shoulders of giants, find out who were the great markers out there, learned from them, and it's a never ending thing and I think for good marketers it's the only to be a never ending thing. Amazing, absolutely incredible perspective there. And that quote about you know, it's not the confidence in the branch, but the confidence in one's own wings. I think that's an incredible lesson for anybody in any profession. It can be scary world out there, but if you really do you need to really kind of believe in what it is that makes you special, what it is that makes you great, or what it is that makes you valuable in the context of business, if that's the the letters through which looking at it. So absolutely a phenomenal perspective and I'm so glad to have heard your answer to that because that's inspiring to me as well. You mentioned standing on the shoulders of giants and learning from other marketers. It's a fine segue into another question that I have for you, who are some of those marketers that that you're you're studying or who do you think is shaking things up a little bit or providing insights that are trend shifting to some extent? For sure. So I think one source of learning that I have, fortunately because of working in..., is listening to the girls marketing camp episode. So I feel like that answer. Yeah, so you guys keep watching girl working and yeah, it's a growth working campaign, but I think that has been the greatest source of learning that I've had that we've actually applied to some of the work that we do cool pretty recently. So one of my first interviews, actually my first interview ever with growth marketing camp, is going to be with this guy, Noah Levy, great guy, and one of the things that he had shared, which we discuss in the next episode. Y'All stay tuned for that, but he basically shared something that we've started applying to kind of a growth marketing camp strategy, reaching out to pass guests and further building that relationship, doing some guests belonging. So that's something that we that we are planning to do. So I would say, in terms of them, where I gave my inspiration from the markers that join our show other things. Another person that sticks out to me as someone who I think is just absolutely killing it and marketing. He's got a very, very unique perspective and I don't know where I've found his newsletter. I subscribed on substack sometime last year. His name hit heavenly and he's the head of marketing at company called Oyster. I can spend hours and hours and hours going through the sub stack and reading everything that he is sharing. He's a voracious reader. Everything that he reads he shares. He has his books there. He's different perspective that he's constantly sharing, whether it has to do leadership, go to market, product marketing, managing and leading a team. I have always become like I talked to my husband about I'm like, honestly, if I think about who was a mentor for me, like just a virtual amentum. I see this guy and I'm so happy he sharing. That is like my North Star, like I'm going to get to that level because he thinks about things in such a kind of broad perspective and so multifaceted. Does not focus on a single thing, but the people side, the culture, just everything that not only makes you a great marketed but a great human being and a great leader and so absolutely obsessed with what he's produced. So check it out if you get a chance. Yeah, that's great. I haven't heard of Kevin before, so definitely going to have to add his insights to my list. Jazz, I've like, really enjoyed this interview so far. You know, we've worked together for a number of years, but I feel like I've had an opportunity here in the last twenty thirty minutes to even get to know you, to get to you even a little bit better and and honestly, it's it's phenomenal. Before we wrap up, I thought it could be fun to just do a little rapid fire around here and we'll maybe take some of the weight of these questions off a little bit and just ask you some really quick, fun questions that I just want you to top of mind answer. Got Five or six of them for you here. You gave yeah, let's do it all. Right, cool. First One, what did you want to be when you grew up? Who? When I was a kid, I wanted to be an artist, and I realize there's a struggling artist bubble or to die. So he'll not be good hartist. Forget. All right, yeah, that one makes sense. I think I know the answer this one. But are you a dog or cat person? A hundreds. That a dog person. I thought so. All right. And then I think I know the answer to this one. To team coffee or team teazero percent team copy. Yeah, I'm really you right now. You are and if cold and it's very light, so it's not even like strong tea. But yeah, I forgot. Coffee. Yeah, and specifically an espresso, if I remember correctly. Yeah, okay, what would you say is your superpower? I guess like I try to meet people feel comfortable all the time, so I'm a bit of a chameleon. Yay, I don't know. I guess that's a superpower because I like people. Yeah, well with me. So, yeah, I would say that's Sir power. Okay, name your top guilty pleasure. Instant Raman, like inst moment. I am obsessed with eating bad instant Raman. That just absolutely mess you up. But I huh, every single day for the rest of my life. Okay, that would death. That would definitely qualifies. I didn't butter fried in butter. Oh okay, all right, this one's a little bit more topical. You'll get to choose one marketing channel for the... of your life. Which one do you choose? Who so to use as a marketer? Of course, open, since email, email, AD banners of court create it answer. Gosh, such a company person over here. Thank you. Yeah, and then to consume tick tock, because I can't. Yeah, I've been obsessed with Tick Tock. Okay, all right, name your favorite bet to be brand in your favorite BEATC brand. I'm not going to be shameless and say open some of my favorite beat in my brant. That's fair, even though it is male chimp. I'll absolutely love what they're doing and love their brand. It's so memorable and these guys are doing tech very differently compared to some of the other brands out there. Hey, you to see. I always loved Ben and Jerry's okay, because they are an ice cream brand that has dance on very complicated and heavy political issues, and just seeing an ice cream brand do that is memorable. It's Shu and obviously pissing a lot of people off, but they don't want that audience anyways. They want the people that love for what they stand. So I stand for Ben Jerry's I love that. Last question I have for you. I know things are a little bit all over the place with travel right now, but what's the next destination on your list for you and your husband to go? Say? Oh, we are planning to go actually up, up, so I'm going to say something more overseas. So we're actually going to London in August for actually cousin's letting, but we're planning on doing like some Europe Yep traveling, so either doing Italy or Edinborough when we go see London. Souf awesome. been favoring my honeymoon and it was absolutely phenomenal. We did France sell the friends M and haven't been able to do that since covid so hoping to do that this year. I hope you get to as well. This has been so awesome. I know again, I have really enjoyed this conversations. Working alongside you for the number of years. I've definitely walk away learning something or to so definitely appreciate you you coming on and also super excited to have you bring your unique perspective and your unique experience to the show. I think it's going to be a massive addition. I think we're going to uncover new, better insights in a different perspective into these conversations that were so fortunate to be able to have with some of the marketers that I'm sure you've listened to in our audience have as well. So I think that will do it for us today. Jazz, thanks for coming on the show and for the audience little bit of housekeeping. We'll see you next week with another amazing growth marketing camp episode. This one will be hosted by Jazz, you just had the opportunity to meet. Yeah, I'm excited about it. Y'All better listen to my episode. Oh Yeah, Oh yeah, we'll keep a close eye of those analytics. Jazz, thanks so much for your time today and looking forward to do in this show with you. Yeah, then, I'm excited to thanks bobby. Thanks for listening to growth marketing camp. If you enjoyed this episode, would love it if you'd give it a quick five star rating or share it with a friend or colleague looking to give a little more inspiration for their next campaign. You want to learn more about the company behind the show, had to open sensecom. That's open. Sen Secom. Will catch you on the next episode.

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