Spruce is an app that connects residents of multifamily communities with qualified professionals who provide lifestyle services, like Housekeeping and Chores.
Patrick’s decade-long marketing career spans positions in events, affiliate marketing, and CRM (all channels) in industries across VC, Web Services, Mobile Apps, CPG, and beyond. In his free time, you might find him traveling the country in a Jayco Jay Flight travel trailer with his co-pilot, Fajita—a two-year-old bull terrier mix.
I passionately believe that the single most critical aspect of marketing is staying in-touch with customers. Seeing out-of-touch marketing is something to which I (and most) have a visceral, negative reaction, which is, of course, massively frustrating. There is no amount of discount, quippy copy, or sophisticated automation that can save a brand when it is perceived as out-of-touch by those it serves. How can you avoid this pitfall? Easy. TALK TO YOUR CUSTOMERS! This exercise is NOT just for your product team.
When and how did you get your start in marketing?
I was among the first few hires at a VC in Beverly Hills called M13. When you are among the first few hires at any organization, you obviously end up pitching in on initiatives that run the gamut. With my education in communications, my natural fit ended up being on the marketing side of things. With no marketing leader to turn to, the experience was a trial by fire in which I spent as much time teaching myself as I did producing. It is this experience that I credit for my independent, self-starter attitude, which I consider my greatest strength.
What frustrates you about marketing?
I passionately believe that the single most critical aspect of marketing is staying in-touch with customers. Seeing out-of-touch marketing is something to which I (and most) have a visceral, negative reaction, which is, of course, massively frustrating. There is no amount of discount, quippy copy, or sophisticated automation that can save a brand when it is perceived as out-of-touch by those it serves. How can you avoid this pitfall? Easy. TALK TO YOUR CUSTOMERS! This exercise is NOT just for your product team. In fact, I attest that doing so is considerably more important for a marketer than it is for a product manager. Talk to your customers so much that you can have a conversation in your head with one of them, and, as with a best friend, you can picture them perfectly and you know how that conversation is going to flow. Doing this enables you to market with so much more confidence, as it simplifies every function of marketing, from decision-making, to copywriting, to timing, and so on.
What’s been the proudest moment in your career?
For Spruce, I led the migration from a woefully unsatisfactory customer communications platform to Iterable. It was my first time leading a project of its kind, so there was a lot of uncertainty at the start. I ended up working extensively with Spruce’s talented engineers to design the integration. I then created every single communication—designing every template, writing every line of copy, building every list, workflow, etc… These efforts had an immediate and drastic impact on all of our major KPI’s, so it truly was one of the most meaningful projects I’ve worked on from both educational and performance standpoints.
What is one piece of advice that you would give to a new Iterable user?
Please, please, please, leverage the native Iterable `Purchase` event! Doing so unlocks so many other valuable Iterable features.
What do you like most about using Iterable?
Iterable has some unsung features that enable a marketer to do some really interesting things. For example, if you have capable engineers, they can build Iterable webhooks that allow you to carry out any number of high-impact automations, like creating offers. Couple one of these offer-producing webhooks with Iterable’s ability to trigger using inbound SMS replies, and you have a system where your user can choose their own offer. This is something that we’ve leveraged at Spruce, and it’s the kind of campaign/feature that really sets us apart.
How do you plan to leverage Iterable in the future?
We’re currently building a system that will enable us to increase personalization even further, on-the-fly, at scale. I.e., A way to conceive of a new way to personalize communications one day, ship that customization same-day, and be able to merge that data into communications the following day. When it’s completed, our personalization capabilities will be limited only by our imaginations.
What’s the best advice you’ve ever been given?
“The way you make an omelet reveals your character.” – Anthony Bourdain
What advice would you give your high school self?
Life is 10% what happens to you and 90% how you react to it.