Matt Swulinski
Matt Swulinski is a growth and marketing leader who currently serves as Head of Growth at Viktor.com, an AI employee platform for Slack and Microsoft Teams. He previously led growth at Superhuman and was the first marketing hire at Wispr Flow, the AI voice note-taking app acquired by Grammarly. He is best known for advocating that B2B SaaS companies adopt the paid acquisition and creative-volume playbooks pioneered by direct-to-consumer ecommerce brands, and for his public commentary on Meta's Andromeda algorithm, conversion tracking gaps in SaaS, and the future structure of marketing teams in an AI-native era.
“My philosophy is the Ecom playbook is the right playbook for SaaS. Because if you look at Ecom, you have every single cent needs to equal a purchase or an ad to cart. You have hundreds of UGC creators, variety of creative, and you also have a ton of channels that you're essentially balancing to showcase the entirety of the brand.”
Source→“There's an update in Meta that was called Andromeda that essentially changed the targeting algorithm where the creative is the targeting. So what Meta did is stop telling me in audience settings in the campaigns who people are. We're going to analyze the creative. If you have a 100K Meta budget. You probably need at least 400 to 500 new creatives a month.”
Source→“For SaaS, completely different world. Because you have to have an engineering team that builds this from scratch. There is no out of the box SaaS that fills that. And that's why all of the companies that struggle don't do that first.”
Source→“Hyper specialists are dying a slow death. Like you need to be like — I've always seen myself as a specialized generalist... A lot of growth leaders actually get lost in the marketing analytics, the conversion tracking — like that stuff is usually where they don't really understand how that works. And if you don't understand the fundamentals, you actually don't know what makes the system tick.”
Source→“I have yet to meet a SaaS head of growth or performance marketer that says that X ads print. So if someone has gotten X ads to print, please tell me because I would love to be challenged on that.”
Source→“What I think everyone should do is go as hard as you absolutely can and then see it blow up and then understand where and how it blew up, pull back and use that as information of now we know what is incremental... We did that last year at Whisper, right? We like 5x the budget from one month to another.”
Source→AI-extracted from podcast / newsletter / paper summaries. May contain errors.