Bryce Winkelman: Stop Optimizing for CAC. Start Optimizing for LTV. скачать в хорошем качестве

Bryce Winkelman: Stop Optimizing for CAC. Start Optimizing for LTV.

Bryce Winkelman was the 10th employee at Qualtrics, where he helped grow the company through $700M+ in revenue, an acquisition by SAP, and a subsequent IPO. He later ran strategy at Quantum Metrics and served as CRO at SeekOut before joining Typeform 14 months ago. Typeform is a profitable, 150,000-customer platform with a footprint in 98% of Fortune 500 companies. In this episode, Bryce walks through what’s actually driving growth in 2026: why they’re pivoting from paid-first to AI-visible organic, how the Get Real campaign used their own product to generate millions of impressions, the channel testing framework that validated Uber ads and TikTok as real growth levers, and why the team made the call to stop optimizing for CAC and start optimizing for LTV. CHAPTERS 00:00 – Typeform: Product, Customers, and AI-First Positioning 00:58 – Sponsor: Global Talent Co. 01:48 – Introducing Bryce Winkelman, CRO of Typeform 02:08 – Career Start: 10th Employee at Qualtrics 02:54 – $700M Revenue, SAP Acquisition, and a Public IPO 03:35 – Quantum Metrics and SeekOut 04:04 – Why Typeform: Profitable, 150K Customers, 80+ Countries 04:40 – Product Evolution: From Form Builder to Flow Activation 05:24 – Who Typeform Serves: SMB Self-Serve to Fortune 500 Enterprise 06:46 – 98% Fortune 500 Footprint: How It Happened Through PLG 07:00 – Marketing a Horizontal Platform: Brand, Paid, and Lifecycle 08:41 – Top Marketing Channel: Paid Media and Why It’s Not Enough Alone 09:15 – The Shift: Content, UGC, Influencer, and AI-Visible Organic 09:52 – Building AIO/AEO: SEO for the AI Search Era 10:59 – Reddit Is Non-Negotiable: Community Engagement for AI Visibility 11:57 – The Get Real Campaign: Surveying 2,000 Marketers on AI 13:13 – Report Launch Feb 17: Millions of Impressions 13:41 – Using Typeform’s Own Product to Showcase Video and Audio Responses 14:19 – Insight Flow: AI-Moderated Research with Video and Audio 14:58 – Team Size: 300–400 Employees Globally 15:13 – Founded in Barcelona: Remote-First, Strong EU and Growing US Presence 16:05 – AI Inside Typeform: The Two-Pronged Strategy 17:00 – Glean: Enterprise AI Deployed Across Every System and Employee 17:40 – AI in the Product: Full Chat Experience, Conversion Impact 18:18 – Typeform’s AI-First Brand Positioning 19:16 – What’s Changed in Marketing Over the Last 14 Months 20:00 – New Channels: Uber Ads, TikTok, Sponsorships, ABM, Hosted Events 21:08 – The LTV-Over-CAC Insight: Willing to Raise CAC If LTV Rises 21:49 – Channel Testing Framework: Hypothesis, Ring-Fenced Budget, Scale or Shut Down 22:47 – Validated Channels: Uber Ads and TikTok 23:26 – TikTok for B2B: UGC and Meeting the Medium 24:18 – Influencer Strategy: Marketing Voices and LinkedIn Amplification 25:08 – How to Try Typeform: Free Plan and Contact Sales ABOUT THE GUEST Bryce Winkelman is the Chief Revenue Officer at Typeform. Before Typeform, he was the 10th employee at Qualtrics, where he helped the company grow through $700M+ in revenue, an acquisition by SAP, and a subsequent IPO. He later ran strategy at Quantum Metrics and served as Chief Business Officer and CRO at SeekOut. At Typeform, he oversees go-to-market across sales, marketing, customer success, and revenue operations. 🔗 Connect with Bryce Winkelman:   / bryce-winkelman-1416936   ABOUT THE SHOW The Future of Consumer Marketing is where the most innovative minds in marketing share how they’re thinking about brand building, customer acquisition, retention, and the future of the industry. Produced by Global Talent Co. — helping fast-growing teams hire exceptional remote talent from Argentina, South Africa, and beyond. Visit globaltalent.co to learn more. 🎙️ The Future of Consumer Marketing is produced by Global Talent (www.globaltalent.co) - helping fast-growing teams hire exceptional remote talent. Subscribe for more episodes with consumer marketing leaders sharing actionable insights and proven strategies. Produced by Global Talent Co: www.globaltalent.co #typeform #b2bmarketing #plg #revenuegrowth #AIO #seo2026 #aivisibility #LTVoverCAC #marketingpodcast