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Engineering as Marketing
How to Growth Hack in Online Competitive Markets
Speakers:
Davide De Guz & Vince Magaline
2
Whaaaat is that???
Examples:
Calculators, Educational Microsites,
Development Widgets other Free Tools
Goals:
Rapid grow...
3
Promote the growth tool,
not the main product
4
1. Based around your core product
2. Easy to communicate to a specific audience
3. Focused around a specific traction st...
5
Marketing Grader
free marketing review tool
6
7
8
Goals:
• Thought Leadership
• Lead generation and qualification
Relationship to the core product:
• Recommendations revo...
9
IKEA - Augmented Reality (AR) Application
10
11
Traction strategy:
• Unconventional PR
• Viral Marketing
• Brand Perception
Relationship to the core product:
• See how...
12
MoZ - Followerwonk, MozCast, etc.
13
14
Goals:
• Thought Leadership
• Lead generation and qualification
• Upsell to MoZ Pro
Relationship to the core product:
•...
15
16
17
Traction strategy:
• SEO (million of pages indexed)
Relationship to the core product:
• Some of the people that use mac...
18
19
Pablo
free social media images
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21
Traction strategy:
• Internal customers communication
• PR and content marketing
• Word of mouth
Relationship to the co...
22
What is ClickMeter?
23
Acquisition tool for core product ClickMeter
24
25
26
Traction strategy:
• Thought leadership/Content Marketing
• Unconventional PR
Relationship to the core product:
• Upsel...
27
Branded Domain Names For you
THANK YOU
davide@rebrandly.com www.rebrandly.comvince@rebrandly.com
@RebrandlyBuzz
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How to Growth Hack in Online Competitive Markets

There are many different growth channels to choose from when embarking on your startup's marketing journey. Engineering as Marketing is a particularly underutilized channel, and it has proven to be quite valuable when utilized in the proper ways. In this presentation, we talk about how companies like HubSpot, IKEA and others have generated millions of leads through Engineering as Marketing, and then discuss how we ourselves at Rebrandly have done the same.

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How to Growth Hack in Online Competitive Markets

  1. 1. Engineering as Marketing How to Growth Hack in Online Competitive Markets Speakers: Davide De Guz & Vince Magaline
  2. 2. 2 Whaaaat is that??? Examples: Calculators, Educational Microsites, Development Widgets other Free Tools Goals: Rapid growth in number of leads and thought leadership strategy Why: Easier and more powerful path to traction Metrics: Single KPI This channel is highly under-utilised Gaining Traction via Engineering as Marketing
  3. 3. 3 Promote the growth tool, not the main product
  4. 4. 4 1. Based around your core product 2. Easy to communicate to a specific audience 3. Focused around a specific traction strategy 4. Solve a real problem (proof of concept) 5. Unique solution 6. Free 7. Non habit changing Keys to Creating a Great Acquisition Tool
  5. 5. 5 Marketing Grader free marketing review tool
  6. 6. 6
  7. 7. 7
  8. 8. 8 Goals: • Thought Leadership • Lead generation and qualification Relationship to the core product: • Recommendations revolve around HubSpot CRM and Funnel Tracking. Achievements: • Graded > 4 Million websites since 2006 Strategy & Results
  9. 9. 9 IKEA - Augmented Reality (AR) Application
  10. 10. 10
  11. 11. 11 Traction strategy: • Unconventional PR • Viral Marketing • Brand Perception Relationship to the core product: • See how it looks in your home. People are more likely to come to the store if they know what they want to buy. • Leads to additional sales. Achievements: • 8,500,000 Downloads Strategy & Results
  12. 12. 12 MoZ - Followerwonk, MozCast, etc.
  13. 13. 13
  14. 14. 14 Goals: • Thought Leadership • Lead generation and qualification • Upsell to MoZ Pro Relationship to the core product: • Each free tool solves a problem their target audience has Achievements: • Tens-of-thousands of leads generated Strategy & Results
  15. 15. 15
  16. 16. 16
  17. 17. 17 Traction strategy: • SEO (million of pages indexed) Relationship to the core product: • Some of the people that use machine translation for free are also interested in professional, human translation and pay for that Outcomes: • Over 100,000 visitors per day Strategy & Results
  18. 18. 18
  19. 19. 19 Pablo free social media images
  20. 20. 20
  21. 21. 21 Traction strategy: • Internal customers communication • PR and content marketing • Word of mouth Relationship to the core product: • Integration with the core Buffer social media management app • Makes the core product more useful • Fast, simple, unique solution Outcomes: • Expanded customer base • Brand awareness: 5th most “Hunted” product of all time on ProductHunt • Increase customer loyalty Strategy & Results
  22. 22. 22 What is ClickMeter?
  23. 23. 23 Acquisition tool for core product ClickMeter
  24. 24. 24
  25. 25. 25
  26. 26. 26 Traction strategy: • Thought leadership/Content Marketing • Unconventional PR Relationship to the core product: • Upsell advanced analytics Outcomes: • 20+ times faster user acquisition Our Strategy
  27. 27. 27 Branded Domain Names For you
  28. 28. THANK YOU davide@rebrandly.com www.rebrandly.comvince@rebrandly.com @RebrandlyBuzz

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