Gustavo Esteves and Lucian Fialho welcome Lucas Yokota (COO of Purple Metrics, ex-Google and Microsoft) for a no-nonsense conversation about Cross-channel Analytics. They discuss why we’re still stuck with outdated attribution models while the market moves forward with incrementality testing and models like MMM. Lucas shares his hands-on perspective on how to move beyond guesswork and step into the world of real causality — without falling into the traps of mere correlation.

In the world of B2B sales, a lot of people ask: “Does outbound still work?”, “Do cold calls still convert?”, “Is it possible to grow with inbound only?” The answer to all of these questions is: it depends. In this episode, we’ll explore how outbound and inbound can (and should) coexist to build a solid and predictable sales strategy.

Did you know that deals once considered lost can turn into almost 30% of a company’s annual sales? That’s exactly what Purple Metrics achieved by combining strategic branding with smart CRM usage. In this episode, we chat with Lucas Pizzinatto, Head of Sales at Purple Metrics, about how results-driven branding can accelerate the sales cycle and drive strategic impact for your business.

When the sales cycle stretches over several months, branding becomes essential to maintain connection and trust at every stage of the process. But how can you actually apply these strategies? In this week’s episode of Papo B2B, Lucas Pizzinatto, Head of Sales at Purple Metrics, and Henrique Lubk, Head of Marketing at Ploomes, explain how branding can be the key to engaging prospects and closing more deals.

Do you know how to measure the real impact of a brand in the market? Where do the trends that shape the future of branding and business come from? Tune in to hear how Guta Tolmasquim, founder and CEO of Purple Metrics, became a leading voice in branding measurement and trend analysis. She leaves us with a key question: are you really measuring what matters most to your business?

In this session recorded at RD Summit 2024, live from the USP/Esalq MBA broadcasting cube, Guta Tolmasquim talked about her keynote, the journey of creating Purple Metrics, how to measure branding in early-stage marketing teams, and more.

On the RD Summit Live Show, Guta Tolmasquim sat down with Gustavo Ruchaud to talk about the content of her keynote, which dives into the love triangle between Branding, Performance, and Short-Term Metrics. She shares her perspective on how branding and performance will connect in the coming years, how she draws inspiration from everyday events to create content, and more.

In this content hosted by 8D Hubify, Guta Tolmasquim sat down with Rafael Kiso, CEO of Mlabs, and Fábio Duran, CEO of 8D Hubify, to talk about how to build revenue-generating brands through social media.

In this episode of our podcast, we dive deep into the art and science of branding with expert Lucas Yokota. From his personal journey to effective strategies for measuring branding, this conversation is a true masterclass for entrepreneurs, marketing professionals, and anyone looking to elevate their brand.

Do you know how to integrate a brandformance strategy to build a strong brand and achieve data-driven results? In this episode, we dive into that topic in detail with Lucas Yokota from Purple Metrics.

Purple Metrics started as a B2B software focused on measuring the impact of branding. With the limited budget typical of startups, the initial strategy involved defining the positioning and testing different approaches in sales meetings, adjusting the strategy based on experience and feedback.

Branding is everything, right? But what exactly does it do, what fuels it, and how does it adapt to different types of businesses? To dive into this topic, Jéssica brought together Amanda and Lucas — two professionals with rich career stories — for a conversation full of reflections and insights.

We talked about whether branding is tangible or not, long-term or not. It’s no secret there’s often resistance when it comes to investing in brand building, largely because of the belief that it only pays off in the long run. The truth is, brand building and sales activation are two different things — and that’s why they serve different purposes.

The divide between branding and performance in marketing is a harmful misconception — what’s really needed is an integrated approach for effective strategies. Brands like Nubank and Apple show the power of a strong, emotional identity, proving that combining branding and performance is essential for success.

In Martincast 121, we talk with Lucas Yokota from Purple Metrics about branding, brand measurement, how Purple Metrics works, and other related topics.

In the first episode of Astella Playbook Conexões, we brought together Eric Santos, founder of RD Station, and Guta Tolmasquim, founder of Purple Metrics. In this meeting of entrepreneurial generations, they sit down with Daniel Chalfon to share experiences, daily challenges, advice, and best practices for anyone in the CEO seat of a startup.

Lucas Pizzinatto is Head of Sales and part of the Founding Team at Purple Metrics. He’s a salesperson, marketer, and mentor for early-stage startups. In this episode, he shares valuable insights on how branding data can fuel growth, support brand building, and boost sales performance.

Host Ju Wallauer led a discussion on the role of branding in today’s world, featuring valuable insights from leaders at the forefront of this transformation. The conversation included Andréa Tuttman, Marketing Director at Globo, Guta Tolmasquim, Founder and CEO of Purple Metrics, and André Scaciota, Head of Marketing & Media at Itaú Unibanco.

Is your company confusing a humanized experience with a playful one? In this episode of Enzimas, Eduardo Tolmasquim, CTO at Purple Metrics, reflects on the evolution of organizational culture throughout history. He also discusses how human-centered leadership is essential today to inspire and engage teams.

How do you measure the impact of branding? And actually, what is branding — and how is it different from so-called performance marketing? In this episode of Pílulas de Conhecimento, Eduardo Tolmasquim, CTO at Purple Metrics, shares insights on how to build and measure brand strength in today’s market.

In this episode, Guta Tolmasquim, CEO of Purple Metrics, shares the company’s growth journey, which has been rooted in branding from the very beginning. Learn more about the importance of branding in today’s landscape, how the startup raised capital, and valuable insights on brand management.

Bootstrapping and raising venture capital are two different beasts. Bootstrapping gives you control, but growth is slower. Venture capital speeds things up, but you have to give up some control. In this episode, we get to learn about how Guta ended up closing her $1.2M pre-seed round and just how powerful building your network really is.

For some time now, branding has been establishing itself as one of the most profitable mid- and long-term investments for any organization. That’s why this episode is essential for understanding how accurately measuring the return on that investment can be the key to convincing both the sales team and leadership of its effectiveness.

This episode of MVP brings together Guta Tolmasquim, co-founder of Purple Metrics, and Gabriel Costa — also known as "Mineiro" — co-founder of Growth Leaders Academy (GLA) and Merlin. In the conversation, they discuss the relationship between branding and performance, the current state of marketing, and the paths forward for the industry.

The podcast is a conversation hosted by Leo Kuba, featuring guests who inspire through their stories of entrepreneurship and high performance. Guta shared her professional journey, her vision while building Purple Metrics, the challenges faced by women entrepreneurs, and much more.

How does brand building actually happen in real life? Pedro Waengertner sits down with Guta Tolmasquim, Founder and CEO of Purple Metrics, and Victor Dellorto, Co-founder and CEO of Deskfy, to demystify the aura surrounding branding. Is there a formula for building something so intangible? Let’s find out together!

Lucas Yokota, COO of Purple Metrics, joined the final episode of Season 1 of B2B Insiders. We tackled some bold, curious, and thought-provoking topics in B2B marketing: Is the marketing funnel dead? Is it a red flag when the CEO doesn’t understand marketing? And how can you secure a bigger marketing budget for 2024?

In this episode, Guta talks about her journey, the PLG (Product-Led Growth) sales process, and how Purple Metrics has been generating top-of-funnel leads through a thought leadership strategy on social media.

How do metrics drive recurring revenue businesses? And how can data-driven analysis and insights optimize growth and customer retention — from the basics to advanced SaaS metrics? Make smarter decisions with a metrics-based perspective to succeed in the subscription business model.

Isaac speaks with Guta Tolmasquim, the Founder and CEO of Purple Metrics, about building brands in Brazil.

Guta Tolmasquim, founded Brand Gym, the biggest branding agency for startups in LATAM. Their clients include startups from the portfolios of Kaszek, Monashees, Valor, Canary, YC, Latitud, Maya, Igah, and others. More recently, Guta embarked on her second venture: Purple Metrics.

In this episode of Layer’s podcast, we chat with Guta Tolmasquim, founder and CEO of Purple Metrics — a software that measures branding and its impact on consumer behavior. This time, the focus is on branding and top-of-funnel efforts as essential parts of any business strategy.

Guta highlights the importance of having complementary profiles within a company and shares her experiences with fundraising rounds and what she values in investors. She talks about vulnerability, continuous learning, and the role of maturity and seniority in navigating both professional and personal life.

In this episode, we talk about perceptions around measuring branding, the connection between authentic content on TikTok and brand building, branding vs. performance, and much more.

Do you know how to analyze branding and what the key metrics are? In today’s episode, we’re joined by Guta Tolmasquim, CEO of Purple Metrics, for a conversation about how to interpret branding data — plus plenty of insights from the field. Let’s dive in!

Guta talks about brand strategy and branding — not only covering the conceptual definitions, but also explaining the framework she uses to position a brand. She also reflects on brand investment in B2B and shares her ideas in the “What Would You Do?” segment, offering thoughts on how to shift the positioning of a startup or scale-up.

Guta and Mineiro — icons of Branding and Growth, respectively — teamed up to reconcile these two worlds! This episode invites you to challenge absolute truths, showing how brands can achieve more impactful results by embracing brandformance.

Have you ever felt the pressure to launch a product as quickly as possible — but with maximum impact? Or had to run an in-depth market study in record time? In this episode of Lança Produto, we talk with Irving Prochnow, Senior Product Marketing Manager at Linx, and Lucas Yokota, COO of Purple Metrics, about the real-life challenges of product marketing in practice.

Branding has become a hot topic in the B2B space — and there are plenty of myths surrounding it. Some are old, others more recent. But the question is: what are the biggest myths about B2B branding, and how can we move past these limiting beliefs? To explore the topic, we invited Guta Tolmasquim, Founder and CEO of Purple Metrics.

#FalaMais is the podcast by Grupo Fala, a communications hub focused on driving business growth through brand reputation. It’s a dedicated space for conversations and discussions about everything that shapes the communication ecosystem, brand authority, and reputation building.

In this episode, we welcome Guta Tolmasquim, one of the leading voices in Brazilian branding, with a track record that includes founding Brand Gym and Purple Metrics. Alongside Gabriel Costa (Mineiro), she shares key learnings from working with major brands and helps debunk deeply rooted ideas like “Branding doesn’t drive sales” or “Branding can’t be measured.”

“Branding drives results. Together, we can prove it.” This message from Purple Metrics truly resonates with everything we believe in. After 12 years working with companies from various industries, we’ve often heard questions about how to measure this “intangible” work — and this episode is here to help bring more clarity to the topic.

On her second entrepreneurial journey and with extensive experience in marketing, Guta joins Felipe Mansano for an open conversation about the real-life challenges she’s facing while working to find Product-Market Fit.