Bolaji Anifowose: From Student Blogging to Growth Marketing
Bolaji Anifowose: From Student Blogging to Growth Marketing
Bolaji Anifowose is a growth marketer skilled in SEO, product marketing, partnerships, content marketing, and GTM planning for B2B and B2C companies.
This is the African Growth Marketers Spotlight series for the Marketing In Action Newsletter where we interview diverse marketing practitioners who are putting marketing into action. Share it with your network! ~James
Can you tell us a bit about your background, education, and how you got into marketing?
I got into marketing during my first year at the University of Lagos in 2013, where I studied Metallurgical & Materials Engineering. My journey began at a conference where Jide Ogunsanya, the founder of Ogbonge Blog, spoke about how easy it was to set up a blog on WordPress and earn from it. Motivated by his talk and my friends, I set up a blog that same day, which led me to learn core marketing skills like content writing, social media marketing, SEO, and Facebook ads.
Running my blog helped me gain experience and soon I began managing the online presence for friends’ brands, earning referrals. In 2014, one referral landed me an internship at Infinix, and in 2015, another at Tecno, both Transsion companies. These roles gave me insight into structured marketing in larger companies and helped me develop valuable skills for my career.
After graduating, I started my career as a digital marketing specialist at a digital agency during my NYSC. Since then, I have joined other brands and led world-class marketing campaigns, further solidifying my expertise in the field.
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How do you define growth marketing?
Growth marketing, to me, is about using data-driven strategies to achieve sustainable revenue growth. It's a holistic approach that focuses on the entire customer journey, from awareness to retention, and leverages a wide array of techniques such as SEO, content marketing, social media, email marketing, A/B testing, and more. The goal is to continuously experiment, measure, and optimize to drive sustainable revenue growth and maximize customer lifetime value.
What are your key areas of expertise within marketing?
My core areas of expertise within marketing are SEO, Product Marketing, Partnerships, and Content Marketing.
Which marketing channels do you prioritize, and have you found to be effective?
It depends on the type of product.
For a B2B SaaS, I prioritize SEO, content marketing, partnerships, and organic social (LinkedIn & Twitter). These channels effectively drive organic traffic and build long-term relationships based on results I've seen.
For B2C products, I focus on social media & community, influencer marketing, and paid advertising because they create immediate engagement and have proven to work well for reaching a broader audience quickly.
What roles have you held in your growth and marketing career?
I have held various roles in my growth and marketing career, including Head of Partner Marketing, SEO Manager, Product Marketing Lead, Growth Marketing Manager, Digital Marketing Manager, and Head of Marketing.
Each of these positions has equipped me with diverse skills and experiences, contributing to my overall expertise in the field.
Which companies have you worked with?
Distrobird: Distrobird is an all-in-one SaaS platform targeting B2B sales teams in SMBs and startups. It provides tools for email sequences, SMS campaigns, a cloud call center, and a shared inbox, aiming to improve sales processes and customer engagement through a unified platform.
Simpu: Simpu is a unified communication platform designed for businesses to streamline their communication channels. It integrates email, SMS, and social media messaging into one platform, making it easier for teams to manage customer interactions. Additionally, Simpu offers a precision marketing platform and APIs for marketing and SMS campaigns, serving businesses (Fintechs, e-commerce, SMBs, etc.) that require efficient communication and marketing solutions.
Chef4me: Chef4me is a platform that connects chefs with customers to provide customized meal options. It focuses on offering personalized and healthy meal choices directly to consumers, operating in the B2C food and beverage industry. This service targets individuals and families looking for convenient and tailored meal solutions.
SalesRuby: SalesRuby is a sales consulting and training firm that helps businesses improve their sales strategies and processes. SalesRuby operates in the B2B professional services sector, working with companies to enhance their sales team's effectiveness through training programs and consultancy.
Can you share a fun or interesting fact about yourself that most people don’t know?
I used to manage an artist before digital streaming platforms (DSPs) became popular. This experience gave me a unique perspective on the entertainment industry and taught me a lot about marketing, branding, and the importance of networking.
It was a fascinating journey that added a different dimension to my skill set and professional experience.
What do you enjoy doing outside of work?
I enjoy watching TV series, which help me relax and unwind. I also make it a point to go to the gym regularly to stay fit and healthy. Playing video games is another hobby of mine; it's a great way to de-stress and have fun. Additionally, I love listening to podcasts, as they provide a wealth of knowledge and entertainment on various topics.
Can you share a resource or template that has been particularly valuable in your work?
Hands down, the MKT1 Newsletter by Emily Kramer. It's super valuable for anyone doing marketing in an early-stage B2B SaaS startup, providing insights and strategies tailored to this space.
What advice would you give to someone starting their career in growth marketing?
Learn Continuously: Marketing is a dynamic field. Stay updated with the latest trends, tools, and techniques by following industry blogs, newsletters like MIA, and podcasts.
Data-Driven Approach: Understand and use data to make informed decisions. Get comfortable with analytics tools and metrics to track performance and optimize strategies.
Experiment and Iterate: Marketing involves constant experimentation. Don’t be afraid to try new things, but always measure the results and iterate based on what you learn.
Build a Broad Skill Set: While having a specialty is valuable, being a T-shaped marketer with a broad understanding of various marketing channels will make you more versatile.
Network and Find Your Tribe: Join marketing communities, attend industry events, and connect with other marketers. Finding your tribe and learning from others’ experiences can provide valuable insights and opportunities.
Customer Focus: Always keep the customer at the center of your strategies. Understand their needs, behaviors, and pain points to create effective marketing campaigns.
Where can we connect with you?
Give us two marketers that you would like us to interview in this newsletter.
If you have a recommendation for who we should be speaking to, or who you would like to see in this interview series, reply with their names, marketing specialty, and how we can reach them (LinkedIn, Email, Phone, Home address 🙂).
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