What I do at SpaceXSI
Aaron Jacobson · Head of B2B Growth Marketing at SpaceXSI (formerly X) · Aug 2024 to present
I lead B2B growth marketing at SpaceXSI, formed when X merged with xAI and was acquired by SpaceX. The goal: grow B2B actives and revenue, profitably, across lifecycle, paid media, and the web.
Results
- $15M quarterly paid marketing budget, including in-house ads
- 100%+ growth in actives and revenue since 2024, profitable for 2+ years
- 90%+ lower CPA on multiple platforms
- 2x leads in 2H 2026, with better lead quality and 50%+ revenue growth
- Year one: 500K leads, $25M in new revenue, 500%+ ROI
Scope
SpaceXSI runs a flat org. I managed two direct reports for over a year; today I work with ads engineering, data, product, sales, finance, and design, and with executives on P0 revenue initiatives and tentpole campaigns.
- Lifecycle and marketing ops. B2B lifecycle in Eloqua, marketing and transactional email, form integrations, lead management.
- Website. A 2,000+ page global B2B site. I helped lead its overhaul and move from AEM to Sanity.
- Messaging and creative. Global copy, static and video creative with internal designers and agencies, and translation for 10+ languages.
- Paid media. Strategy, setup, and buying across SEM, video, programmatic, and outbound, with Google, Meta, LinkedIn, Reddit, Microsoft, Taboola, and Shopify.
- Measurement. GA and GTM across domains, pixels, Conversions API, and URL tracking. I helped design attribution models for each channel.
How I use AI day to day
- Daily analysis of each ad platform, with suggested experiments to launch or stop.
- Finding winning copy and creative patterns, and drafting new copy.
- The weekly exec deck, dashboards, and routine email.
- Our recent webinars were built almost entirely with AI.
Why the platform
When news breaks, people come here to make sense of it in real time, so businesses can show up in the moment their customers care about. The audience skews toward founders and decision-makers, and community context adds a layer of trust for brands.