#b2bmarketing #growthhacking #startupmarketing
At Upwest Labs - October 10th, 2013
By Frederik Hermann
Start with the homework
Photo credit: rokley @ Flickr
Have this taken care of:
- Identity, branding, positioning, story ✓
- Clean website, SEO optimized, clear call to action ✓
- Social channels and blog set up ✓
- Email marketing / newsletter (eg. MailChimp) ✓
- Social sharing built into product & website ✓
- Decent ﬂywheel (notiﬁcations/triggers) ✓
Test and validate your assumptions,
build a product that people want.
How do you move users from one state to the next,
optimizing the conversion from visitor to customer.
Make sure you have good analytics in place to measure events
and track conversions. Your goal is to optimize the funnel!
Traditional marketing isn’t as eﬀective anymore and growth
hacking is a cheaper and more eﬀective way of getting your
products visibility and customers. Growth hacking is very data/
analytics driven approach but requires creativity and curiosity.
Growth hackers are a hybrid of marketer and coder as the
discipline of marketing is shifting from people-centric to APIcentric activities.
Repeat, reﬁne, improve.
A/B and Multivariate Testing
Highrise (37signals) tested
many diﬀerent landing pages
against one another, gradually
improving conversions. Make
sure you run your changes/
tests against a control group
(A/B test) to measure the
Inbound / Content Marketing
“The creation and sharing of
media and publishing content in
order to acquire customers.”
Blog posts (1-3 times a week - useful to your customers)
Social media (share content to Facebook, Twitter, Google+, LinkedIn,
Slideshare, Medium, Reddit, Quora, StumbleUpon, Tumblr etc., share
relevant industry/client news, participate in conversations)
Newsletters (twice a month, not too long, ONE call-to-action)
Guest posts (write them ﬁrst then oﬀer to a tech blog)
Ebooks (with designated landing page for lead generation)
Videos (a short video can give a great overview, eg. Veed.me)
Furthermore: Infographics, how-to guides, case studies, whitepapers ...
Online Advertising: Simply test diﬀerent channels with a small budget,
measure the conversion rate and reinvest into the ones that perform
well. You can use AdStage to manage campaigns for Google AdWords,
Bing, Facebook and LinkedIn all within one dashboard.
Retargeting/Remarketing: Serving ads to people more frequently after
they have left your website. Retargeting helps you bring back the 98%
of visitors you haven’t converted yet (eg. AdRoll).
#PAID #ADSTAGE #ADROLL
Identify journalists, bloggers, inﬂuencers in media outlets that your
potential customers read/are exposed to (check getlittlebird.com)
Build your own list (a Google spreadsheet works ﬁne)
Start the conversation in advance (they need to schedule stories)
Maintain the relationship (be a great contact)
Commentary, sign up on HARO and provide industry comment
Potential story: funding, traction, large trend, launch, disruption
Refer-a-friend / Member get member
(best if you provide an incentive for both parties)
Partnerships with other companies/startups
Social proof / third party validation (logos, testimonials, stats)
Post content on Reddit, measure results
Try to get a higher listing on Hacker News (news.ycombinator.com)
Check Google Trends for ideas (http://www.google.com/trends/)
Keep optimizing your onboarding (take tour, try now, ...)
Simple homepage with clear call to action + good mobile experience
(blog, social media, SEO, press,
newsletters, Slideshare, videos)
(LinkedIn, Facebook, Twitter,
Adwords, Bing, Reddit, Sites)
(social sharing, powered by,
Dividing your sales team and eﬀorts into clear roles.
Swipp oﬀers solutions for marketers to
increase engagement, gain insight and
2513 Charleston Rd, # 102
Mountain View, CA 94043
Some of the resources used for this presentation:
“Startup Metrics for Pirates” by Dave McClure
“Growth Hacking” by Mattan Griﬀel
“The Lean Startup” by Eric Ries
“Why Sales People shouldn’t Prospect” an interview with Aaron Ross
“Behind the scenes: A/B testing part 3: Finalé” by 37signals
“How To Become A Customer Acquisition Expert” by Brian Balfour
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