Bryce Winkelman: Stop Optimizing for CAC. Start Optimizing for LTV.

Описание: Bryce Winkelman was the 10th employee at Qualtrics, where he helped grow the company through $700M+ in revenue, an acquisition by SAP, and a subsequent IPO. He later ran strategy at Quantum Metrics and served as CRO at SeekOut before joining Typeform 14 months ago.

Typeform is a profitable, 150,000-customer platform with a footprint in 98% of Fortune 500 companies. In this episode, Bryce walks through what’s actually driving growth in 2026: why they’re pivoting from paid-first to AI-visible organic, how the Get Real campaign used their own product to generate millions of impressions, the channel testing framework that validated Uber ads and TikTok as real growth levers, and why the team made the call to stop optimizing for CAC and start optimizing for LTV.

CHAPTERS
00:00 – Typeform: Product, Customers, and AI-First Positioning
00:58 – Sponsor: Global Talent Co.
01:48 – Introducing Bryce Winkelman, CRO of Typeform
02:08 – Career Start: 10th Employee at Qualtrics
02:54 – $700M Revenue, SAP Acquisition, and a Public IPO
03:35 – Quantum Metrics and SeekOut
04:04 – Why Typeform: Profitable, 150K Customers, 80+ Countries
04:40 – Product Evolution: From Form Builder to Flow Activation
05:24 – Who Typeform Serves: SMB Self-Serve to Fortune 500 Enterprise
06:46 – 98% Fortune 500 Footprint: How It Happened Through PLG
07:00 – Marketing a Horizontal Platform: Brand, Paid, and Lifecycle
08:41 – Top Marketing Channel: Paid Media and Why It’s Not Enough Alone
09:15 – The Shift: Content, UGC, Influencer, and AI-Visible Organic
09:52 – Building AIO/AEO: SEO for the AI Search Era
10:59 – Reddit Is Non-Negotiable: Community Engagement for AI Visibility
11:57 – The Get Real Campaign: Surveying 2,000 Marketers on AI
13:13 – Report Launch Feb 17: Millions of Impressions
13:41 – Using Typeform’s Own Product to Showcase Video and Audio Responses
14:19 – Insight Flow: AI-Moderated Research with Video and Audio
14:58 – Team Size: 300–400 Employees Globally
15:13 – Founded in Barcelona: Remote-First, Strong EU and Growing US Presence
16:05 – AI Inside Typeform: The Two-Pronged Strategy
17:00 – Glean: Enterprise AI Deployed Across Every System and Employee
17:40 – AI in the Product: Full Chat Experience, Conversion Impact
18:18 – Typeform’s AI-First Brand Positioning
19:16 – What’s Changed in Marketing Over the Last 14 Months
20:00 – New Channels: Uber Ads, TikTok, Sponsorships, ABM, Hosted Events
21:08 – The LTV-Over-CAC Insight: Willing to Raise CAC If LTV Rises
21:49 – Channel Testing Framework: Hypothesis, Ring-Fenced Budget, Scale or Shut Down
22:47 – Validated Channels: Uber Ads and TikTok
23:26 – TikTok for B2B: UGC and Meeting the Medium
24:18 – Influencer Strategy: Marketing Voices and LinkedIn Amplification
25:08 – How to Try Typeform: Free Plan and Contact Sales

ABOUT THE GUEST
Bryce Winkelman is the Chief Revenue Officer at Typeform. Before Typeform, he was the 10th employee at Qualtrics, where he helped the company grow through $700M+ in revenue, an acquisition by SAP, and a subsequent IPO. He later ran strategy at Quantum Metrics and served as Chief Business Officer and CRO at SeekOut. At Typeform, he oversees go-to-market across sales, marketing, customer success, and revenue operations.

🔗 Connect with Bryce Winkelman:   / bryce-winkelman-1416936  

ABOUT THE SHOW
The Future of Consumer Marketing is where the most innovative minds in marketing share how they’re thinking about brand building, customer acquisition, retention, and the future of the industry. Produced by Global Talent Co. — helping fast-growing teams hire exceptional remote talent from Argentina, South Africa, and beyond. Visit globaltalent.co to learn more.

🎙️ The Future of Consumer Marketing is produced by Global Talent (www.globaltalent.co) - helping fast-growing teams hire exceptional remote talent.

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Produced by Global Talent Co: www.globaltalent.co

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