GE 273: How Zest Grew to 17K+ Users by Using Content Marketing and Machine Learning (podcast) With Yam Regev

Yam Regev Zest

Hey everyone! In today’s episode, I share the mic with Yam Regev, CEO and Co-Founder of Zest, where marketers go to share and discover marketing content that is manually curated by the Zest “tribe”.

Tune in to hear about Yam’s early career at a web marketing agency, how Zest manages to scale without automation (they’ve got 7,000 people curating content!), why they eschew traditional marketing, and how they are now serving enterprise companies in a unique way to generate revenues.

Time-Stamped Show Notes:

  • [00:48] Before we jump into today’s interview, please rate, review, and subscribe to the Growth Everywhere Podcast!
  • [01:30] Ten years ago, Yam co-founded a web marketing agency.
  • [01:45] After he sold his shares, he moved to an Israeli Wix-type business called “Webidoo”.
  • [02:30] He co-founded Zest about two years ago.
  • [03:00] Zest’s mission is to convert information overload into individualized professional knowledge.
  • [03:18] Zest falls into the EduTech category.
  • [03:55] It is a great place to find helpful, actionable professional marketing information without having to search around the internet and deal with less trustworthy resources.
  • [05:33] There is no way to game their system, so it offers the truest resources.
  • [06:40] He wants to see steady, linear growth. So, Yam is trying to figure out what the correct ratio is to succeed.
  • [07:22] Using machine learning, they have figured out what good content is.
  • [07:45] Zest uses Human Based Computation.
  • [09:45] They found product-market fit pretty quickly.
  • [11:12] 56% of Zest’s users are CMOs, VPs, CEOs, and Founders.
  • [11:30] Yam feels this is because, the higher up you are, the easier it is for you to see that Zest cuts through the noise.
  • [12:07] There are about 7,000 people curating content at Zest.
  • [12:50] Zest divided their users into three categories, the largest of which is the Enterprise category.
  • [16:15] They try to limit the amount of partners they work with each week.
  • [16:50] This quarter, they have generated around $15,000-$20,000 in revenue.
  • [17:21] They currently have about 17,000 users.
  • [18:57] Once they added more people to the curation process, it gave the business a spark.
  • [20:15] They don’t do traditional marketing, but grew through content marketing.
  • [21:40] They are doing everything (funnels, etc.) without automation, which they know sounds unscalable, but it is working for them.
  • [22:40] One new tool that Yam likes to use and thinks has helped in the last few weeks has been Teamwork. It has been helpful managing a mostly remote team.
  • [23:58] Yam recommends the podcast “Everyone Hates Marketers”.
  • [24:35] Yam likes Intercom’s marketing and sales bog.

Resources from the interview:

Leave Some Feedback:

  • What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
  • Did you enjoy this episode? If so, leave a short review here
  • Subscribe to Growth Everywhere on iTunes
  • Get the non-iTunes RSS Feed

Connect With Eric Siu:

Disclaimer: As with any digital marketing campaign, your individual results may vary.