PROD
Web and app production
From idea to a live product people can pay for, in weeks.
- Websites & landing pages
- MVPs and WEB apps
- iOS and Android
- Onboarding AND paywalls
- CLAUDE · CODEX · SUPABASE · Stitch · Stripe · FUNNELFOX · AD HOC TOOLING
[Martín Morillo Victorero]
Web & AppMarketing
Websites, apps and campaigns for lift-off.
20years in tech
100apps & websites launched
4startups co-founded
€4M+Raised from investors
Claim
¿CÓMO PUEDO AYUDAR?
Services
Eight things I put into orbit for startups, apps and brands. Pick one, or bring me in to run the whole mission as your fractional CMO.
ACQ
User acquisition
Paid, organic and partnerships, measured down to the euro.
- Meta, TikTok & Google
- Apple Search Ads & ASO
- SEO & content
- DSP and programmatic
- Influencers, UGC & PR
- DMP & CRM INTEGRATION
SEO
SEO & content
Rank for what your customers already search.
- Technical SEO audit
- Keyword strategy
- AI-powered content
- Local SEO & Google Business
- Links & digital PR
SLS
Sales audit
Find where deals stall, then fix the pipeline.
- ICP & lead list review
- Sequences & messaging
- SDR & AM roles, hiring
- CRM & pipeline hygiene
- Sales playbook & AI TOOLS
ADS
Creative video production
Ad concepts and creatives made at the speed ads burn.
- Concepts, hooks & scripts
- Static & video ads
- AI production with Higgsfield
- UGC & influencer briefs
- Press releases
CMO
Fractional CMO
A senior marketing lead, part-time, from strategy to team.
- Growth strategy & budget
- Hiring UA, AM & SDR profiles
- KPI dashboards
- Lifecycle & CRM
- Investor reporting
AIX
AI integration in your processes
I integrate agents, AI and automation into your company's processes.
- Process audit: what to automate
- AI agents for sales, support & ops
- Workflow automation & integrations
- Custom assistants on your data
- Team training & adoption
EDU
Teaching & workshops
Masterclasses for students, founders and teams.
- Business school courses
- Future Leaders masterclasses
- In-company AI & growth training
- Startup mentoring
Payload 02 · Growth & user acquisition
Which KPI do we improve
Funnels, channels and unit economics. The four instruments I set up before you spend the next euro on ads. Play with them.
01 METHODOLOGY · Pirate metrics
Five steps, one endless loop.
Plug the biggest leaks first, then get happy customers to bring in new ones.
Acquisition · Visitors · installs · CAC by channelActivation · Sign-up rate · time to first valueRetention · D1 · D7 · D30 retention · churnRevenue · Conversion to paid · ARPU · MRRLoops · Invites sent · K-factor · reviewsRetention +25% lifts revenue and referrals by 25% too. No extra ad spend.
AcquisitionThey arrive
ActivationThey get value
RetentionThey come back
RevenueThey pay
LoopsThey refer
Growth loop
02 · Attribution and assists
Every impact matters.
Channels fill the funnel, and almost every customer is reached by more than one. Pick an attribution model and watch how the credit is split. This is what UTMs, cookies and DMPs are for.
Linear attribution: simple weighting. Every channel gets the SAME share.
REVENUE ATTRIBUTION
03 · Unit economics
An LTV in the hand is worth two in the bush.
LTV is the economic value a customer brings us over their whole life. CAC is what it costs to acquire them, and it has to be lower. These are the rules to break...
LTV
CAC
LTV / CAC
Payback
04 · Acquisition channels
They come and buy? Or we go and sell?
- Inbound
- Performance ads · ad networks
- UGC
- SEO
- ASO
- Social
- PR
- Content
- Referrals
- Outbound
- Sales Development
- Outreach & first meetings
- Account managers
- Close, keep & grow accounts
- Partners
- Resellers & alliances
There are two ways to grow: go out and find the customer, with SDRs, account managers and partners, or build a system of ads, content and search that brings them in on its own. - And one thing I learned along the way, is that the companies that grow best, do both.
- Outbound: SDRs for outreach and first meetings, account managers to close, keep and grow accounts, partners such as resellers and alliances.
- Inbound: performance ads and ad networks, UGC, SEO, ASO, social, PR, content and referrals.
OutboundWe go out and sell
InboundThey come and buy
05 · Cohort analysis
Sometimes growth hides churn.
A cohort is everyone who signed up in the same month. Put them in rows and you see what a total never shows: whether the product is actually getting better.
Read a row: one cohort through its life. Where the curve goes flat, you have customers who stay.
Retention table for twelve monthly cohorts: newer cohorts keep more users at every age, and one calendar month shows a dip across all cohorts after a price change.
M3 · first cohort
M3 · latest cohort
Improvement
Newer cohorts keep more users: the product is improving, not just the ad budget.
Brands and agencies I have worked with
Brands, agencies and organisations: Mercedes-Benz, Volkswagen, CaixaBank, eDreams, Vueling, Tous, Camper, Yamaha, Durex, Idealista, Fotocasa, Blackstone, Solvia, Cofidis, Lyreco, Ogilvy, Havas, Grey, Starcom, Madvertise, Trademob, Scrolling Media, Lingokids, Reading.com, GoCoCo, Softonic, Firefox, mytaxi, Kupli, MedicMic, Tappx, Rechaaarge, Floorfy, Polyglop, EnvíaSenda, Stockagile, Offerum, Grasstop, Etermax, Zeptolab, Cheetah Mobile, Social Point, OneFootball, Lovoo, Just Eat, Atrápalo, Akamon, Upptalk, U-Play, Yeeply, Nova Gecko, Red Games, Play Space, Qustodian, Posing, Streamlabs, Mixer, Telefónica, YouTube, Twitch, Converse, La Redoute, Perform Group, JustBook, Plan B, OMD, Focus Media, Mobaloo, Solidarityapp, ACNUR, Techfugees, FAADA, Hippo Roller, SOS Dolphins, Refugee Open Ware, Casa Ronald McDonald, ESADE, EU Business School, La Salle, skil.ia, Wayra, Norrsken.
Telemetry · my experience in numbers
By the numbers
The vanity metrics... and the experience ones.
From 0 to €1M
Taken from zero to one million, three times. In users and revenue.
Raised from investors
Cumulative funding across the startups I co-founded.
Sales director
Four times leading sales.
Marketing for WEBSITES & apps
From user acquisition, to product and monetization.
Mobile World Congress
Plus dozens of other tech events in Europe and the US: GDC, CES, South Summit, AGS.
Years OF EXPERIENCE
In consulting, agencies and startups.
FROM 2005 TO TODAY
Experience
Consulting, agency and startups.
The method
Your website, in orbit
01 · Lift-offMVP
02 · Low orbitFirst campaign
03 · Engines on!First sales
04 · Stable orbitGrow & improve
MAKING COMPLEX TOPICS SIMPLE
Welcome to my masterclass
Product, marketing and growth. With real cases, live tools and lots of questions.
Barcelona only
My 3 Sessions
MVP, initial revenue and growth.
- 01Oct 19What an MVP is and how to build it
- 02Oct 22Funding and Venture Capital
- 03Nov 2Growth, sales and marketing
- 01ESADEBusiness school
- 02EU Business SchoolBusiness school
- 03La SalleUniversity
- 04Future LeadersMasterclasses
Shall we talk?
If I can help you, I'll help you. If not, I won't.
In person in Barcelona or onlineMartín Morillo VictoreroMarketing and PRODUCT consultant · Barcelona
Connect on LinkedInlinkedin.com/in/martinmorillo