Podcast Title: Marketing Operators
Episode: E049: How Digital Product Fuels DTC Growth with Connor Dault
Release Date: March 4, 2025
Hosts: Connor Rolain, Connor MacDonald, Cody Plofker
Special Guest: Connor Dault

Introduction

In this special episode of Marketing Operators, the hosts Connor Rolain, Connor MacDonald, and Cody Plofker welcome Connor Dault as their guest. The episode delves deep into how digital product strategies drive Direct-to-Consumer (DTC) growth, with a particular focus on experiences surrounding Super Bowl advertising and team structuring in digital product roles.

Super Bowl Ad Strategies and Insights

Discussion Highlights: The conversation kicks off with a discussion about leveraging major events like the Super Bowl for impactful advertising campaigns. The hosts share their recent experiences with Super Bowl ads, emphasizing the importance of a comprehensive, full-funnel approach rather than isolated, siloed efforts.

Notable Insights:

• Full-Funnel Omnichannel Campaigns:
  Connor McDonald [06:55]:
  "We really kind of are out of this place where we're just trying things in a very siloed one-off way. Some of our biggest performance moments have been through these full-funnel thorough campaigns."

• Lessons from Past Campaigns:
  Connor Dault shares his experience with Quibi's Super Bowl ad strategy, highlighting the challenges of aligning high-impact media buys with product availability and market readiness.

Key Takeaways:

• The necessity of synchronizing advertising efforts across multiple channels to sustain momentum.
• The importance of integrating digital extensions to maximize the impact of high-budget media buys.

Building and Structuring Digital Product Teams

Discussion Highlights: The episode transitions into the intricacies of building digital product teams within DTC brands. Connor Dault elaborates on his role as VP of Growth and Digital Product at Caraway, discussing the centralized approach to managing customer-facing and revenue-driving functions.

Notable Insights:

• Centralizing Customer-Facing Functions:
  Connor Dault [38:26]:
  "Jordan was really intentional when I was brought over to Caraway. He wanted everything that's customer-facing and revenue-driving to be centralized to ensure consistency and cohesion across all touchpoints."

• Integrating Growth and Product Management:
  Connor Rowland [39:16]:
  "I feel like when you study growth and how customers engage with different mediums, you develop a perspective on what needs to be done across all interactions with your brand."

Key Takeaways:

• A unified team structure enhances the coherence of the customer journey from discovery to purchase.
• Combining growth strategies with product management fosters a more holistic approach to digital product development.

Product Merchandising and Site Navigation

Discussion Highlights: The conversation delves into the challenges of expanding product lines and maintaining an intuitive site navigation system. Both Connors discuss strategies to enhance product discoverability without adding unnecessary friction to the purchasing process.

Notable Insights:

• Balancing Discovery and Conversion:
  Connor Rowland [52:16]:
  "We think about our site in terms of discovery touchpoints and conversion touchpoints, striving to balance ease of navigation with opportunities for product discovery."

• Avoiding Overcomplication:
  Connor McDonald [55:41]:
  "If the revenue per user is going up, we've created an experience that makes it easier for the website visitor to find the products they want."

Key Takeaways:

• Effective product merchandising requires a delicate balance between simplifying navigation and encouraging exploration.
• Continuous testing and optimization are essential to ensure that site changes positively impact key metrics like Revenue Per User (RPU) and Conversion Rates (CVR).

Common Mistakes in Digital Product Strategy

Discussion Highlights: The hosts explore common pitfalls that brands encounter when implementing digital product strategies. Connor Dault emphasizes the variability of what works for different brands, cautioning against a one-size-fits-all approach.

Notable Insights:

• Skepticism of Universal Best Practices:
  Connor Rowland [62:22]:
  "There's no such thing as a no-brainer best practice. Your audience, your product, your brand are all so different that you can't assume a rinse-and-repeat approach will work."

• Importance of Testing and Customization:
  Connor Dault [62:12]:
  "We make sure to introduce every little touchpoint as an A/B test because I've seen the flip side of the coin hit so many times."

Key Takeaways:

• Brands must tailor their digital product strategies to their unique audience and product offerings.
• Rigorous testing is crucial to validate assumptions and avoid unintended negative consequences.

Inspirational Brands and Best Practices

Discussion Highlights: The Connors share examples of brands that excel in digital product strategies, drawing inspiration from their approaches to site design and user experience.

Notable Insights:

• Simplicity and Functionality:
  Connor Dalt [66:23]:
  "Nectar Mattress is my favorite because it's an incredibly simple site. Every single touchpoint from homepage to PDP to the cart is just so dialed in."

• Effective Navigation and Merchandising:
  Connor McDonald [65:24]:
  "We love how brands like Caraway and Dorf's Avenue handle multiple product categories, making them easily navigable and discoverable."

Key Takeaways:

• Successful brands prioritize simplicity and clarity in their website design to enhance user experience.
• Effective navigation and product categorization are pivotal for managing expansive product lines without overwhelming customers.

Conclusion and Final Thoughts

In wrapping up, the hosts and guest reflect on the importance of adapting digital product strategies to align with evolving consumer behaviors and market trends. They emphasize the need for flexibility, continuous learning, and data-driven decision-making to foster sustained DTC growth.

Final Insights:

• Adaptability is Key:
  Connor Rolain [37:23]:
  "It's hard to strike the right balance between maintaining an evergreen business and seizing spontaneous marketing opportunities."

• Future Directions:
  Connor Dault [38:48]:
  "As we scale, it’ll be interesting to see how our split between engineering and CRO strategies evolves."

Notable Quotes

1. On Full-Funnel Campaigns:
   Connor McDonald [06:55]:
   "We're past the days of doing something in a siloed way. Full-funnel omnichannel campaigns are driving the biggest impact for us right now."

2. On Centralized Team Structures:
   Connor Dault [38:26]:
   "Centralizing customer-facing and revenue-driving functions ensures consistency and cohesion across all touchpoints."

3. On Merchandising Balance:
   Connor Rowland [52:16]:
   "Finding the right blend between discovery and conversion touchpoints is essential for a seamless customer journey."

4. On Avoiding Best Practice Pitfalls:
   Connor Rowland [62:22]:
   "There's no such thing as a no-brainer best practice. Your audience, your product, your brand are all so different that you can't assume a rinse-and-repeat approach will work."

5. On Inspirational Brand Simplicity:
   Connor Dault [66:23]:
   "Nectar Mattress is my favorite because it's an incredibly simple site. Every single touchpoint from homepage to PDP to the cart is just so dialed in."

Conclusion

This episode of Marketing Operators offers invaluable insights into the role of digital product strategies in driving DTC growth. Through candid discussions and real-world examples, the hosts and guest highlight the importance of comprehensive campaign planning, effective team structuring, and adaptive merchandising strategies. Whether you're a seasoned marketer or new to the DTC space, the lessons shared in this episode are sure to inform and inspire your marketing endeavors.