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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Jared Siegal, CEO and Founder of Aditude, a monetization operating system for publishers that has raised $15 Million in funding.
Here are the most interesting points from our conversation:
- Jared’s Unconventional Path to Tech: Originally aiming to become an architect, influenced by George Costanza from Seinfeld, Jared pivoted to business school, which led to a serendipitous meeting with the founders of Answers.com, setting his tech and ad industry journey in motion.
- The Birth of Attitude: Faced with a grueling five-and-a-half-hour daily commute, Jared made a spur-of-the-moment decision to quit his job, without a clear plan for the future. This bold move marked the beginning of Aditude, initially as a consultancy, before evolving into the tech company it is today.
- Transition from Consultancy to Tech Company: The turning point came when a VC firm’s offer made Jared realize the potential to pivot Aditude into a SaaS model, leading him to hire his CTO and transition to offering tech-based solutions.
- Publisher-Centric Approach: Aditude’s success is deeply rooted in its close relationships with publishers, treating them not just as clients but as part of the family, a philosophy that has been crucial to the company’s growth and client loyalty.
- GTM and Marketing Strategies: Initially relying on word-of-mouth for growth, Aditude has recently expanded its marketing efforts, including hosting unique, engaging events for publishers, to build relationships and drive business.
- Future Vision for Aditude: Looking ahead, Jared outlines ambitious plans for Aditude, from aggressive growth and potential acquisitions to becoming the largest ad tech company globally, all while maintaining a founder-friendly, relationship-first approach to business.
Actionable
Takeaways
Embrace Unconventional Career Paths:
Jared’s journey from an architecture student influenced by a sitcom character to a tech entrepreneur highlights the value of being open to unexpected opportunities. Founders should remain open to serendipitous encounters and pivots that could lead to their next big venture, demonstrating the importance of adaptability in one's career trajectory.
The Power of Strategic Quits:
Jared’s decision to quit his job without a backup plan, driven by a challenging commute, underscores the potential of taking bold risks when circumstances are far from ideal. For founders, sometimes the best strategic move is to leave a seemingly secure position to pursue a more fulfilling, albeit uncertain, entrepreneurial path.
Consultancy as a Stepping Stone:
Aditude’s initial phase as a consultancy provided Jared with the insights and relationships necessary to transition into a scalable tech company. This approach can be a practical strategy for founders, allowing them to build expertise, networks, and funding in preparation for a more ambitious, scalable venture.
Foster Deep Relationships with Clients:
Jared’s emphasis on treating clients like family and becoming intimately involved in their success has been crucial for Aditude. Founders should consider deeply integrating into their clients' worlds, offering more than just a service but becoming an indispensable partner in their success.
Innovative Marketing and GTM Strategies:
Aditude’s shift from reliance on word-of-mouth to hosting unique, engaging events for clients and prospects exemplifies the need for B2B companies to constantly innovate in their marketing and GTM strategies. Such personalized and memorable experiences can differentiate a company in a crowded market and strengthen client loyalty.
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