Mastering Marketing Evolution in the Digital Age | Lewis Goldman, Ep 02
Episode Summary
Lewis Goldman, a growth marketer at TechCXO, discusses his career evolution from advertising psychology to digital transformation leadership at major companies like CNBC, Citigroup, and MetLife. He shares lessons from the dot-com era, explains modern marketing channel dynamics between Google and Meta, and describes how AI is reshaping both targeting capabilities and content authenticity in digital marketing.
Pull Quotes
“You have to figure out what the killer covets. You have to figure out what drives them, what they really want. So that's what I always look for is what is the customer covet and how can I figure out how to make my product or service meet that need.”
On the dot-com crash and companies valued on visitors rather than revenue
“Even though I was relatively young in my 30s, I knew even back then if a business can't make money, it's not going to be sustainable. It's not going to be successful.”
On digital transformation strategy within large organizations
“It's okay to knock off a few gas stations on the way to the bank.”
“One of the things people do in a bad economic environment is they pull back on their advertising spending. The problem is that creates a downward spiral because if you're spending less money, less people know about your product or service.”
On the future of marketing as AI-generated content proliferates
“I think what's going to happen is people are going to get very cynical about whether or not something is real on TikTok or on Instagram or on Facebook. I think you're going to actually see things like what we're doing today, podcasts, authentic conversations between real people talking about real things, grow in terms of importance and influence.”
Transcript
Hi and welcome to Tales From The Sky Lounge where we talk about business consulting and venture investing. We're talking to people in the world who get out there and make things happen and travel and have stories to tell. So today let's welcome our next guest in the Sky Lounge, LS Goldman. Hi, welcome to the Sky Lounge.
Thanks Todd and thanks for having me here. Yeah, it's so great talking to you again. I know we've had a couple of adventures in the past. Before we get going too much, why don't you give us a little bit of background? I know you work at TechCXO in the revenue growth practice. What got you to this point in life?
That's a great question. Life is definitely a journey. It's not always linear, but I'm very happy. I joined TechCXO about three and a half years ago in the revenue growth practice after doing some consulting on my own as well as working for a variety of companies and W2 jobs. My path started back in college where I was a major in Psychology and ended up initially going into advertising because I found that the study of people was more interesting than most of the other jobs that I could do. So I started in advertising and I've spent my career in marketing, working my way through media companies such as CNBC, NBC, and Sony, working in financial service firms like Citigroup and MetLife, working for some startups, e-commerce company 1-800 Flowers. The common theme is really just understanding people and as I understand people, figuring out how to get them to take action, ideally to buy the product or service that I happen to be working for.
I consider myself a growth marketer. My focus is really on driving supercharged growth for companies, 40% plus a year. I work with a lot of startups as well, both startups within larger companies as well as true startups. I love it. I love to figure out what problems a potential customer has that my product or service can solve for them. And most importantly, there's a line from Silence of the Lambs where Hannibal Lecter says you have to figure out what the killer covets. You have to figure out what drives them, what they really want. So that's what I always look for is what is the customer covet and how can I figure out how to make my product or service meet that need.
Yeah, you got to get in the head of the client and put out the right bait, so to speak.
Want to go deeper?
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