How to develop Marketing and Growth leaders
No episode 84 From AmplificaCast, we welcome Gabriel Costa, better known as Mineiro, one of the biggest names in marketing and growth in Brazil. Mineiro shared his professional trajectory, from his experiences in RD Station and Singu to the founding of the Growth Leaders Academy (GLA) and Merlin, in addition to bringing valuable insights into what makes a marketing and growth professional stand out in the market.
Throughout the episode, it became evident that the success of the leaders of marketing and growth is directly linked to analytical skills, experimentation and technological efficiency. These are essential pillars for those who want to scale businesses and build marketing strategies that really generate impact.
What is Growth and how to apply it in everyday life?
According to Gabriel Costa, growth is based on identifying growth levers, that is, the opportunities that can generate the greatest impact with the least effort. The process involves analysis, testing and continuous optimization to maximize results.
“The logic of growth is to find the main points to leverage results. How do I do this? I do some analysis and identify opportunities. Then, I test and see if I can actually reap this leverage,” explains Mineiro.
The concept of growth marketing applies to both B2B and B2C companies, ranging from technology startups to real-world businesses. The secret lies in the ability to adapt and experiment to find what works best for each business model.
Essential Skills for Marketing and Growth Leaders
Mineiro highlighted that marketing and growth leaders need to develop two major skills:
- Analysis skills – to identify patterns, find the right levers and optimize customer acquisition, conversion and retention processes.
- Technological efficiency – to use tools that automate processes and allow scaling operations without necessarily increasing operational costs.
A common mistake among professionals working with growth is to believe that the solution always lies in expanding teams or increasing investments. In reality, the great opportunity often lies in using technology and smarter processes to multiply results without necessarily growing in structure.
“Perhaps the golden question is: how do I double my results with the number of people I have today?”, asks Mineiro.
The importance of community and networking for Growth professionals
Another key point discussed in the episode was the impact of networking and community in building marketing and growth leaders. Gabriel Costa shared how Growth Leaders Academy started as a community before becoming a structured business and how this helped to form strategic connections with professionals and investors.
Constant interaction with other growth professionals allows for continuous learning and accelerates the development of any specialist in the field. It was through his network of contacts that Mineiro was able to establish partnerships, validate ideas and transform his businesses into references in the market.
Growth in B2B: challenges and opportunities
Although many people associate growth marketing with the B2C market, the same strategies can (and should) be applied to B2B businesses. However, there are specific challenges in this segment.
For example, while in B2C the focus is on scale and volume, in B2B the approach is more consultative and focused on retaining high-value customers. In this scenario, growth can be applied through lead generation and qualification processes, account-based marketing (ABM) strategies and intelligent use of automation and data to personalize the customer experience.
In the case of events and trade shows – a strategy widely used by B2B companies – Gabriel Costa explained how small optimizations can generate big results. From better training the sales team to convert leads at the event to using technology to quickly capture and qualify contacts, these are details that make a difference in the performance of a growth team.
Content as an acquisition driver: the strategy of GLA and Merlin
When asked about the main acquisition channel for his business, Mineiro was direct: content.
Growth Leaders Academy (GLA) and Merlin grew organically through the production of educational content, which generated authority and attracted qualified leads. AmplificaCast itself is an example of this: valuable content generates spontaneous demand.
Furthermore, Gabriel Costa highlighted that content creation is a strategic commitment, and not something that happens only when there is time available. To maintain regularity in content production, it is essential to have a dedicated team and well-structured processes.
“Many people believe that creating content depends on inspiration, but in reality it is a job like any other. If it is not a priority on the agenda, it does not happen.”
Technology and AI in the routine of Growth leaders
Technology is increasingly present in the daily lives of marketing and growth leaders. During the episode, Gabriel Costa revealed how he uses automation, artificial intelligence and data analysis tools to improve his efficiency and productivity.
Although he still sees AI as a complementary tool, he believes that its adoption will be essential to optimize processes, speed up research and reduce manual tasks.
However, he emphasizes that creativity and strategic thinking continue to be irreplaceable. “Today, all my content is 100% original, but I use AI to search for information faster and structure ideas,” he said.
How to prepare for the future of Marketing and Growth?
At the end of the episode, Gabriel Costa gave some advice to professionals who want to stand out in the future of marketing and growth:
“If you want to be a successful marketing and growth leader, you need to have analytical skills and a command of technology. The future belongs to those who can combine strategy and efficient execution.”
He emphasizes that the growth mindset goes beyond customer acquisition strategies. It involves operational efficiency, continuous experimentation, and the ability to use technology to scale businesses sustainably.
Episode 84 of AmplificaCast brought a true practical manual for marketing and growth leaders, covering everything from the fundamentals of the growth mindset to the importance of communities, networking and technology in building a successful career.
If you want to delve even deeper into these topics, access the Growth Leaders Academy and explore exclusive content on Growth, Marketing and Business Strategy.
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