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KEYNOTE
Olga Denisova
MARKETING ADVISOR
SEMRUSH
Growing beyond
expectations: 10 marketing lessons
from hyper-growth companies.
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 14 - 15, 2023
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
marketing lessons from
hyper-growth companies
10
Growing beyond expectations
From $125mln to planned $309 mln
From 5k to 500k customers
From $500mln to $1 billion
“I have done B2B marketing for 15 years.
10 years in hyper-growth companies.
Growing 2x, 3x, 10x YoY..
I learnt a lot.
Most importantly, what is common
for hyper-growth businesses.
Ichecked my experience with other industry
leaders like:
And found 10 common fundamental lessons
How to grow beyond expectations?
These 10 lessons will show you
What enables the steady continuous growth?
How to find new growth engines?
What to try and what to ditch?
1
2
3
Lesson 1
How you measure it
= how you see it

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Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies - Olga Denisova, Semrush.pdf

  • 1. KEYNOTE Olga Denisova MARKETING ADVISOR SEMRUSH Growing beyond expectations: 10 marketing lessons from hyper-growth companies. AMSTERDAM, NETHERLANDS ~ SEPTEMBER 14 - 15, 2023 DIGIMARCONEUROPE.COM | #DigiMarConEurope DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
  • 2. marketing lessons from hyper-growth companies 10 Growing beyond expectations
  • 3. From $125mln to planned $309 mln From 5k to 500k customers From $500mln to $1 billion “I have done B2B marketing for 15 years. 10 years in hyper-growth companies. Growing 2x, 3x, 10x YoY.. I learnt a lot. Most importantly, what is common for hyper-growth businesses.
  • 4. Ichecked my experience with other industry leaders like: And found 10 common fundamental lessons
  • 5. How to grow beyond expectations? These 10 lessons will show you What enables the steady continuous growth? How to find new growth engines? What to try and what to ditch? 1 2 3
  • 6. Lesson 1 How you measure it = how you see it
  • 7. Your growth is defined by your tracking and attribution. Advance both Connect marketing KPIs with business metrics: revenue 1 CAC is useless if you don’t analyze it together with the number of sales and LTV 2 Any campaign should be assessed in 3 dimensions: content, channel, geo 3 Build (finally!) multi-channel attribution. Assign higher weight to the first touchpoints and closer to purchase 4 Assess branded search campaigns separately - they will blur the picture 5
  • 9. Testing is not a one-time activity but a constant 365 mode Create a testing calendar for the whole year. Aim for 100+ test per year 1 Make tests a part of MBOs for teams 2 Establish a dedicated role and function 3 Any innovation should be tested before roll out 4 Do NOT expect all tests to be a success. You should have at least 50% failure 5
  • 10. “At Netflix, we do not view tests that do not produce winning experience as “failures. Because Netflix tests all ideas, and because most ideas are not winners, our culture of experimentation democratizes ideation.
  • 11. In short, the motto is
  • 12. PXL prioritization framework by CXL Test hypothesis: Above the fold? Noticeable within 5 sec? (2 or 0) Adding or removing an element? (2 or 0) Designed to increase user motivation? Running on high traffic page(s)? Addressing an issue discovered via user testing? Addressing an issue discovered via qualitative feedback (surveys, polls, interviews)? Addressing insights found via digital analytics? Supported by mouse tracking heat maps or eye tracking? Ease of implementation (less than 4 hrs = 3, up to 8 hrs = 2, under 2 days = 1, more = 0) RESULT Re-structure and re-write the copy on the Tour page 1 2 2 1 1 1 1 1 0 2 12 Reverse the order of the home page content blocks 1 2 0 0 1 0 0 1 0 3 8 Increase body copy font size for mobile 0 2 0 0 1 0 0 0 0 2 5 The tools that help do better tests Prioritization template A/B Test Significance Calculator Calculators Sample Size Calculator Duration and Sample Size Calculator Tools Trebuchet HotJar Inspectlet Tests ideas and best practices tactics.convertize goodui.org
  • 13. Lesson 3 It’s all about budget
  • 14. The way you build the budget defines your growth Build ROI-driven budget model. Use the ratio between revenue and spend. Aim for 1:1. Other models: LTV:CAC ratio 1 Lock a separate budget for tests that is not connected to revenue and ROI 2 Keep a separate budget line for best-performers to quickly allocate more to performing channels, geos and formats 3 Assign budget to retention. 5% to 10%. 4 Separate budgets for lead generation and brand. Brand is important more than ever 5
  • 15. 2023 has not been easy, I know
  • 16. Unpopular opinion budget cuts can be a great thing Become laser-focused on your priorities 1 Do the audit you postponed 2 Make ROI & spend efficiency a regular metric 3 Stop doing anything for the sake of doing 4 Finally, see the true value of your efforts, not blurred by a big spend 5
  • 17. A few budget optimization ideas that always work Cut low-performing geos. Analyze it by conversion rates, current ROI and - ideally - predicted LTV Perform a thorough content audit. Check all LPs, videos, banners against CR benchmarks Limit frequency caps. What if you show your ads 2 or 3 times less? Turn off low-quality placements. Use Whitebullet to filter out questionable sources, use the placements cleaner script Check the cookie overlap between your placements. Turn off overlaps
  • 19. The fact is... marketing goes beyond marketing organization
  • 20. Build the wider team.. Set the clear rules — and roles Align on definitions. What you consider a success should be the same for everyone 1 Have shared targets: results-focused and process-focused. Example: shared revenue, higher time to market 2 Make marketing priorities company-wide 3 Find marketing ambassadors in company leadership and across the board 4 Communicate priorities multiple — MULTIPLE - times. 5
  • 21. Lesson 5 Always be on the lookout
  • 22. Check what’s trending and use it to your best Watch the market trends. Follow LinkedIn gurus (Ask me for the list) 1 Not all industry trends will work for you. Invent your own best practices 2 Common practice may be not so common. For example, YouTube is still under-estimated and #5 is adoption among ad platforms 3
  • 23. Content trends to keep in mind in 2024 Video is king. No even close competitor in performance Short-form is taking over. Hello, short attention span But long-form blog posts perform too: must be the SEO-play. People want to read about people. Show me your success story and case study! Once popular, infographics and gated content are losing it.
  • 24. Track your competition Latest 2023 State of PPC report said: “39% of respondents don't use any competitive research tools” Don’t be like them Follow your competitors social media and leaders 1 Do bi-annual research by channel 2 Go from strategic to tactical levels: 3 what’s their messaging who they target what channels they use what keywords and formats they use what is the most shared content what topics they are mostly quoted and linked back
  • 25. To analyze competitor's marketing mix, and their full marketing strategy across channels and geo-locations 1 Semrush. Trends To assess competitor's ads and understand their content strategy 2 Ad Clarity To check competitor’s tactics on YouTube, Instagram, Twitch, and TikTok 3 BuzzGuru Tools to use for market research
  • 26. Lesson 6 Success is a journey. A customer journey.
  • 27. Niche players focus on already existing demand. To be a leader, you need to grow further. Captivate users before they are ready to buy Create a full customer journey including 2 parts 1 Create demand with a value proposition. Connect emotionally 2 Capture demand with solution benefits. Justify rationally This is where they make a decision. This is where they find reasons to realize the decision.
  • 28. Show, don’t tell Perfect value proposition = Clear + Easy to understand + Unique
  • 29. When selling down the funnel — Be specific vs
  • 31. Be anything but boring. There is only one way to fight short attention span — be creative with your creative Raise taboo topics, say you’re gonna kill Google. I tried it — getting more than 10+ free media covers. 1 Find what you are best at in your industry. And claim it 2 Listen closely to your community and see what’s resonating 3 Inject humor in your messaging. Formal communications are over! 4 Don’t be afraid to take risks. But be ready with a plan b fo a failure 5
  • 34. Do the audit of your channels and content every quarter. 1 Cut 80% of low/mid-performers 2 Keep and focus on 20% of top-performers 3 You don’t need all channels and all content to win. Only a few key ones Pareto principle works in real life.
  • 35. How to become the dominant power Hyper-personalize with dynamic content a Visualize as much as you can b Be consistent with your brand c Do a concentrated massive launch d Test, test, test e
  • 36. Focused efforts pay off Semrush grew 33% YoY in revenue from email as we put our efforts to become the best industry NL. And we became one, btw
  • 37. Instead of doing yet another launch, focus on your personalization Amazon’s recommendations cause more than a third of its product sales. 29% revenue increase In-product communications Personalize Ads Emails Sign-up flows
  • 39. Social selling grows more than ever 27% of internet users use social media platforms to find inspiration for things to do and buy, while 26.2% are seeking products to purchase 49.2% of social media users worldwide log on to learn about brands and see their content
  • 40. Double down on social. Build community around your brand. Choose your key presence platform and engage in discussion there Answer to every single mention, both positive and negative ones Connect with micro influencers and grow together Q&A is a great way to build engagement and brand reputation. Help all those asking In 2023 personal brands are important. Start social media advocacy Insta for consumer LinkedIn for business Stack overflow for tech
  • 41. Lesson 10 It all starts with your mindset
  • 42. Growth starts in your head Rethink the past Challenge the present Conquer the future Create your own recipe for hyper-growth!
  • 43. Thank you and good luck! Reach out to discuss https://www.linkedin.com/in/olgamarketingpro/