And former DomainSponsor employee launches Grow.co — LeadsCon founder

Jay Weintraub starts his next firm: Grow.co.

Jay Weintraub, who founded and later sold the popular LeadsCon conference for the lead generation industry, has started a fresh firm called Grow.co.

Weintraub was an early employee at Oversee.net/DomainSponsor prior to founding LeadsCon.

Grow.co aims to be a community for “client buyout marketers.” Weintraub describes this as a “nascent community,” but he has a habit of jumping on trends that explode in the future. Here’s how he describes client buyout marketing:

Client buyout is what most firms focus on, but as marketing discipline it is fresh. You could call client buyout an evolution of traditional direct response marketing discipline, or a more structured way to describe performance-based marketing initiatives.

I tend to see the client buyout professional as what every marketing professional will become. It is a traffic channel agnostic approach, highly metrics driven, and focuses heavily on lifetime value, enabled by better tracking and attribution. Is it performance-based? Yes. Does it often involve the purchase of media? Yes. But, it is the whole picture – all touch points and being in command of multi-levers with a laser focus on a long-term outcome. It is the lifecycle from impression to lifetime value. We are talking regarding marketing, but only a handful of firms today have oriented themselves in this manner…

You can read a full description and why he is making the move in this blog post.

Grow.co is holding a sort of conference/meetup (sans service providers) called Unlocked in Fresh York on February 25.