Performance Marketing, Learning from Mistakes & CEO Leadership with Alex Douzet

Performance Marketing, Learning from Mistakes & CEO Leadership with Alex Douzet

By Dave Carvajal on January 14, 2016

Video Highlights

00:32 -- Direct Marketing

04:01 -- There's No Other Job Like Being A CEO


How to A/B test with @adouzet #DavePartners #Insights  [Click To Tweet]

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Alex Douzet: When I moved here in 1996, my first real job I worked with an early stage that was catalog. Setting high end European tabletop items talking catalog direct to consumer. And so I was really born from the professional standpoint on direct mail. I learned the in and out of direct mail in that job. And when I was in that job I went to NYU and get a masters in direct marketing.

Alex Douzet: And so through my experiences in NYU I really got to learn how to do direct mail marketing properly. And then I was recruited by a few classmate of mine to go and work for BMG direct. BMG was a phenomenal platform for me to grow and acquire the right skillsets. It was a billion dollar company selling music. So we’re at access to everybody in US, we knew everyone. Everybody tried to the club us some point. Who would spend about a 100 million every year on acquiring 10 thousand minimum? I’m sorry — yeah we spend a 100 million marketing to acquire 10 thousand active music buyers.

Alex Douzet: Get them to spend a 100 to 120 dollars on music every year, would you know it would it billion dollar revenue? And so I got to work there and get to one every acquisition and retention channel, so really got a good insights from what works, what does not work. And the tools and technique that I’ve learned there is what I grabbed and apply to online when I switch over to Hot Jobs.

Alex Douzet: Because back in 2000 – 2001, the web is still pretty basic in terms of like ecosystem and infrastructure. Today, you have great tools like Facebook, social media, SEM, retargeting you can do very complicated and very specific on the top of targeting online which didn’t really exist back in 2000-2001. But applying the principle and the mythologies is what it got us to be successful.

Alex Douzet: If you’re looking at the business like you’re direct to consumer of business or if you are going to be a SaaS business but a SaaS customers is a mid -sized to early stage company. Its not as applicable if you’re like looking at big enterprise place where you have to go get clients which trying to get contract like 10,000 you know 10 million dollars a year is not as extensive. But you think it’s going to be a marketplace direct to consumer business, the role of the growth that you can pull under the term of the Chief Marketing Officer is extremely essential.

Alex Douzet: And unfortunately every company is going to be looking for that unicorn that can say, “I can do it all.” I can do the quantitative very, very well. So that sort of very analytical approach and discipline towards growth. I can do the brand and understand, build a great brand, create the emotion, figure what the pillars are behind the wall of a brand of voice. And then I can do the public relation and figure out how do we build the story in the media so that it much more powerful than just really you buying pay advertising.

Alex Douzet: And kind of looking all aspects of that is hard because very few executive up there are trained and have the skillset to do all of it very well. And so a lot of companies in our world are looking for an advise and help always tell me you know, “I need this kind of Chief Marketing Officer where do I find it?” Unfortunately you’re like the other one, you’re chasing that unicorn that exist but it’s hard to find.

Alex Douzet: I think to be great at the CEO Job, it’s not an easy job and what I’ve learned when I became CEO, there’s no real job that prepares you to be CEO. There’s really no other job like it that’s really prepare you to be. There’s one other job, you learn on the job and as a result, you’re going to make a lot of mistakes the first time around. And I think I wish more people probably try a couple of time. What I’m really excited about is, is this going to be my second venture as I mentioned I’m going to be a CEO again of this company?

Alex Douzet: And so I’m excited to be able to build upon the things I’ve learned, I can look back now where I step back and say, “Yeah, that I did not do as well as I should have all.” That decision I could have done a better job in making the decision because it’s all about great decision making, great judgement and leadership. And you just don’t learn that overnight, it takes a lot of trials and error. And you do have to make mistake, hopefully the mistake you make aren’t so bad that it’s really like devastating for the company.

Alex Douzet: But you do all — you all going to make mistake and also, what I want to want people is like you should make mistake. You know mistake and failures are a past to learning where you have to be cautious and discipline about this is not to make the same mistake over and over. You know it’s okay to fail once in a certain way because you have got a lot of learning. And then next time is at if that opportunity came itself I won’t make the same mistake. And you’ve learned from that, you grow from that, you’ve built from that but you don’t want the same mistake over and over, that’s where you become very efficient as a leader.