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Kevin Indig @ The family: Massive revenue without a sales-team

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How to use land & expand as a business model to capture a B2B market without sales-teams.

Published in: Marketing

Kevin Indig @ The family: Massive revenue without a sales-team

  1. 1. M A S S I V E $ $ $ W I T H O U T S A L E S - T E A M
  2. 2. ““Sales is hidden” - Peter Thiel
  3. 3. Source: https://marketoonist.com/2017/06/annoying-ads.html
  4. 4. Sales exists on spectrum
  5. 5. Salesneeded CLV
  6. 6. Salesneeded CLV Mailchimp Dropbox
  7. 7. Salesneeded CLV Hubspot Salesforce Mailchimp Dropbox
  8. 8. Salesneeded CLV Oracle IBM Mailchimp Dropbox Hubspot Salesforce
  9. 9. Salesneeded CLV Oracle IBM Mailchimp Dropbox Hubspot Salesforce
  10. 10. Salesneeded CLV SpaceX Palantir Oracle IBM Mailchimp Dropbox Hubspot Salesforce
  11. 11. Salesneeded CLV SpaceX Palantir Atlassian Slack Basecamp Oracle IBM Mailchimp Dropbox Hubspot Salesforce
  12. 12. HOW?
  13. 13. “I believe that technology can substantially improve our lives and I want to do everything in my power to make the right technology visible and available to the right people.“
  14. 14. http://tomtunguz.com/images/atlassian_revevenue_press_estimate.png
  15. 15. Atlassian revenue forecast 2018 $1 B
  16. 16. Atlassian customers, Q4 2017 100,000
  17. 17. Source: https://techcrunch.com/2016/04/01/rocketship-emoji/
  18. 18. WHAT?
  19. 19. Land + Expand Network effects Flywheel
  20. 20. LAND + EXPAND
  21. 21. LAND + EXPAND User > Team > Department > Company
  22. 22. LAND + EXPAND Bottom-up Top-down
  23. 23. ProductMarket PMF LAND + EXPAND
  24. 24. MARKET
  25. 25. MARKET Competition
  26. 26. MARKET Competition Pricing
  27. 27. Sales Team? CLV Too expensive < $1,000 Has to sell easy $1,000 - $5,000 Sure, why not? > $5,000
  28. 28. MARKET Competition Inbound Marketing Pricing
  29. 29. MARKET Competition Inbound Marketing Pricing SEO
  30. 30. Source: SEMrush, www.atlassian.com
  31. 31. Source: Searchmetrics, slack.com
  32. 32. 10% 10% 80% 1996
  33. 33. 60% 30% 10% 2017 !
  34. 34. MARKET Competition Inbound Marketing Pricing SEO Email
  35. 35. EXCLUSIVE CONTENT INFLUENCER EXCLUSIVE BETA-ACCESS
  36. 36. MARKET Competition Inbound Marketing Pricing SEO Email Social
  37. 37. MARKET Competition Inbound Marketing Pricing SEO Email Social Video / podcasts / etc
  38. 38. MARKET Inbound Marketing Community Competition Pricing
  39. 39. ProductMarket PMF LAND + EXPAND
  40. 40. PRODUCT
  41. 41. PRODUCT Frictionless onboarding
  42. 42. PRODUCT Frictionless onboarding Easy referral
  43. 43. PRODUCT Frictionless onboarding Easy referral Efficiently scalable
  44. 44. PRODUCT Frictionless onboarding Easy referral Efficiently scalable Network effects
  45. 45. Land + Expand Network effects Flywheel
  46. 46. NETWORK EFFECTS
  47. 47. Homogenous Heterogenous
  48. 48. Homogenous Heterogenous
  49. 49. Homogenous Heterogenous
  50. 50. Homogenous Heterogenous
  51. 51. 3 3 1 1 1 1
  52. 52. 3 3 1 1 1 1 Degree = 3
  53. 53. “Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.”
  54. 54. CAC ➡Users Data IntegrationsUsers Friction ➡
  55. 55. Friction ➡ Scale
  56. 56. VIRALITY?
  57. 57. k = i X cr
  58. 58. viral growth = k > 1
  59. 59. t = cycle time
  60. 60. Land + Expand Network effects Flywheel
  61. 61. FLYWHEEL
  62. 62. SEO EmailSocial Organic traffic on microsite Sign up for newsletter Share awesome content Share on social New backlinks for microsite
  63. 63. Community SEOSocial Exclusive content Create article from content Links to article and community Share on social Sign up for community
  64. 64. HOW?
  65. 65. User Journey
  66. 66. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Goals Touchpoints Channels
  67. 67. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
  68. 68. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
  69. 69. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
  70. 70. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
  71. 71. Friction ➡
  72. 72. Land + Expand Network effects Flywheel
  73. 73. “"Look around. If you don't see any salespeople, you're the salesperson.” - Peter Thiel
  74. 74. Thanks! Newsletter Tech Bound
  75. 75. Tech Bound http://www.kevin-indig.com/the-newsletter/

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