LA Venture Podcast: Upfront Ventures' Kerry Bennet on How to Market and Brand Your Startup

On this week's episode of the L.A. Venture podcast, hear from Kerry Bennett, who leads marketing and branding for Upfront Ventures. I loved talking with Kerry about how startups should think about their marketing, and how that has changed over the years. Also, super fun to hear about Upfront's brand and the brand of the individual partners at Upfront.

Key Takeaways:

  • Startups are usually good at explaining what they do. But the ability to relate the company's story, purpose and the problem they're solving is a critical and often-overlooked ingredient in their success.
  • Companies should focus on what the consumer wants and how to give it to them, as opposed to focusing on how to get the consumer to do what the company wants them to do.
  • Marketing teams have to be on the various platforms everyday and deeply understand how they function.
"I think marketers now, as they're coming up in the world...need to be at least versed in the technical side of the business. You need to understand where your data is. You need to understand how you're tracking things. That can't just be handed off." — Kerry Bennett

Kerry Bennett leads marketing and branding at Upfront Ventures. Before joining Upfront, Kerry held leadership positions in several tech startups, most recently as SVP of marketing at DogVacay (acquired by Rover). Prior to DogVacay, Kerry was the SVP of marketing at HauteLook, a leader in flash-sale ecommerce, that was acquired by Nordstrom in 2011.

Want to hear more of L.A. Venture? Listen on Apple Podcasts, Stitcher, Spotify or wherever you get your podcasts.

Subscribe to our newsletter to catch every headline.

Sweetgreen has pledged to be carbon neutral in six years by cutting its carbon output in half. Santa Monica and the L.A. Cleantech Incubator launched the nation's first zero-emissions delivery zone, a project meant to encourage companies to embrace EV transportation. Sign up for our newsletter and follow dot.LA on Twitter for more updates.


  • Sweet Green wants to get greener
  • Santa Monica opens emission-free delivery zone in downtown
Read more Show less

Ceres Group Holdings is becoming corporate America's biggest cannabis dealmaker out of its Century City offices.

The venture and private equity firm this week announced that its special purpose acquisition company, or SPAC, would take Atlanta-based cannabis producer Parallel public in a merger that will value the Canadian-listed company at $1.88 billion.

Parallel has about 42 retail stores outside of California, but has big plans for a big expansion into L.A. sometime in the next year or two.

Read more Show less