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Nate Lagos just wrapped his first week as CMO of Adapt Naturals after a breakout run that saw him quadruple Original Grain’s revenue. In this episode, Nate joins Eric Dyck for whiskey and wisdom on persona-driven marketing, CRO as a growth engine, and why you don’t need 100 ads a week to win on Meta.

For DTC founders and marketers optimizing for LTV and profitable scale in 2025.

• How to uncover true customer motivations and build actionable personas
• CRO testing frameworks that compound results across ads, email, and retention
• The “Better Than Black Friday” offer that boosted LTV by 30%
• Creative volume vs. creative quality — where the real lever is
• Building bundles and pricing for high-AOV buyers

Who this is for: DTC founders, growth marketers, and CMOs looking to turn creative and CRO into profit levers.

What to steal:

• Persona-based landing pages mapped to Meta ad angles
• Better Than BFCM: discount + gift card offer structure
• The “one thing remarkably well” mindset for scaling

Timestamps

00:00 Better-than-Black-Friday offer boosts LTV

02:10 Nate’s path into DTC and giftable wood products

04:30 Scaling Original Grain with Meta and partnerships

06:50 Persona marketing before Andromeda

09:10 Landing pages and CRO for each persona

11:40 Split testing with Intelligems on Shopify

13:50 Creative volume vs quality debate

16:10 CMO at Adapt Naturals and LTV mindset

18:40 Pre-BFCM $50 voucher play

21:00 Raising prices and premium bundles to lift AOV

23:20 New channels, influencers, and offer testing

25:40 Remote leadership and alignment

28:00 Why marketers spot patterns and conspiracies

30:20 Copywriting rituals and research workflow

32:30 Do one thing remarkably well

Hashtags

#DTCPodcast #DTC #Ecommerce #BFCM #PreBlackFriday #LTV #MetaAds #CreativeStrategy #Andromeda #CRO #SplitTesting #Shopify #AOV #Bundles #OfferTesting #InfluencerMarketing #AdaptNaturals #OriginalGrain #Intelligems #MarketingPodcast

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