Growing Startups with Evelyn Cools
Growing Startups is a podcast where we have candid conversations with marketing and growth leaders about how to grow startups from the ground up. Hosted by startup marketer Evelyn Cools, this podcast is made for founders with a non-marketing background, first marketing hires, and anyone on the growth team of a fast-moving startup.
Episodes
AI can write your content. It can’t tell you what you actually think. In this episode of Growing Startups, I sit down with Tish Dignam, founder of Shapes, to talk about finding your voice, getting clear on what you believe, and why that clarity matters so much when you’re building a company.
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In this episode of Growing Startups, I sit down with Jean-Philippe M.L. Schepens van Thiel, Founder & CEO of AxonJay.ai, to talk about how founders can rethink go-to-market in a world where traditional outbound is getting noisier and less effective. We get into why timing and context matter more than volume, how AI can help identify real buying signals, and why human judgment still needs to be part of the process.
Category creation sounds exciting, but it isn’t always the right move for a startup. In this episode of Growing Startups, I sit down with Johanna Cohen, product marketing and communications leader, to talk about how founders and marketers can understand their market, position their product, and decide when creating a new category is actually worth it.
How do you know what to focus on when you’re building an early-stage company? In this episode of Growing Startups, I sit down with Kt McBratney, GP & Head of Community at Renew Venture Capital, to talk about making smarter growth decisions, avoiding the pressure to do everything at once, and building a business in a way that’s sustainable for both founders and their teams.
In this episode of Growing Startups, we’re switching things up. Erin Miska, positioning and messaging expert for early and growth-stage companies, turns the mic on me to talk about my unconventional path into startup marketing, how I approach zero-to-one marketing, and what it’s like building a business while being a new mom. We also get into how I feel about AI, finding the right marketing channels, avoiding burnout, a...
The future of B2B marketing looks a lot more human. In this episode of Growing Startups, I sit down with Jeremy Ro, Founding GTM at Virio, to explore why employee generated content is exploding right now and how companies can use personal brands to drive real business growth. From LinkedIn strategy to authentic storytelling, this conversation is full of actionable ideas for modern marketers.
AI is moving fast and it’s easy to feel like you’re already behind. In this episode of Growing Startups, I sit down with Alfie Marsh, Co-founder and CEO of Station, to unpack how to actually approach AI without getting overwhelmed, from using digital workers to breaking down tasks in a way that makes AI genuinely useful. If you’ve been struggling to keep up or wondering where to start, this conversation will help ...
Startup marketing often fails because teams skip the foundations. In this episode of Growing Startups, I sit down with Garrett Jestice, GTM Advisor for B2B startups and Founder of 10X Solo, to break down how to identify your best customers, narrow your focus, and build a go-to-market motion that drives consistent growth.
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Are you a founder who’s ready to stop running sales? In this episode of Growing Startups, I sit down with Morgan Abreu, Fractional Sales Leader, to talk about when to transition out of founder-led sales, what foundations need to be in place before hiring, and how to set your first sales hire up for success.
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In this episode of Growing Startups, I sit down with Nikki Adamson, Senior Recruiter at Hire People, to talk about building your first GTM team — who to hire, when, and what to look for beyond a great resume. If you're an early-stage founder navigating your first marketing or sales hire, this one's for you.
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Startup challenges are not always about product or market fit, they are often about people. In this episode of Growing Startups, I sit down with Zeeger Scholten, Startup Leadership Coach, to break down how trust, communication, and clear direction impact team performance. If you want a stronger, more effective team, this episode is packed with practical insights.
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In this episode of Growing Startups, I sit down with Andrew Herweg, Internationalization Officer at imec.istart, to talk about what founders need to know before expanding into new markets. We get into how to choose the right country, why timing matters so much, what makes the US both attractive and risky, and how to work backwards from your growth goals to decide whether international expansion is really the right move.
If your messaging is not landing, your positioning might be the problem. In this episode of Growing Startups, I sit down with Benjamin Watkins, Founder of This Is Copy, to discuss how to craft positioning that actually differentiates, and how AI fits into the modern copywriting workflow.
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In this episode of Growing Startups, I sit down with Sarah Saxty, founder of Creating Forward Studio, to talk about what it really takes to build a sticky brand. We unpack her Sticky Brand DNA framework, why founders need a deeper understanding of their customer, and how confidence, clarity, and consistency all shape sustainable growth.
Connect with Evelyn on LinkedIn
In this episode of Growing Startups, I sit down with Jason Faber, fractional SEO consultant and growth advisor, to talk about what it really takes to build a successful fractional marketing business. We unpack how Jason made the shift from in-house growth leadership to consulting, how he thinks about positioning and pricing, and why network, referrals, and strong relationships are at the core of sustainable fractional growth.
Hiring in the U.S. can make or break your expansion. In this episode of Growing Startups, I sit down with Yvan De Munck, Director of the European Desk at YER USA, to talk about what European founders need to know before building a team in the U.S., from cultural differences to the real cost of a wrong hire. If you’re planning to grow across the Atlantic, this episode will help you avoid costly mistakes and hire with confidenc...
B2B marketing has changed fast, and a lot of the old playbooks just aren’t landing anymore. In this episode of Growing Startups, I sit down with Dom Belmonte, Sr. Manager, Growth at Sidecar Health, to talk about what’s actually working right now, from moving past gated content and saturated LinkedIn ads to leaning into thought leadership and real relationships.
In this episode, I sit down with Branca Ballot, GTM Advisor & Fractional Marketing Leader, to talk about how early-stage teams can scale sustainably without leaning on paid ads too soon. We dig into how she builds go-to-market teams from the ground up, the organic channels she believes founders should prioritize, and how to show up consistently and authentically on LinkedIn even when confidence dips.
What if you looked forward to networking instead of avoiding it? In this episode of Growing Startups, I sit down with Carly Valancy, Founder of Reach Out Party and Tether, to explore a more creative and human approach to connecting with people. We talk about how building intentional relationships can open doors, create momentum, and transform your career.
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In this solo kickoff to season two of Growing Startups, I share some big personal and career updates, marketing bets I’m focusing on in 2026, and the top 5 the tools that make up my current tech stack. If you’re a B2B founder or marketer thinking about what’s next, this episode sets the tone for the season ahead.
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