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Крістіна Потоцька "Data driven marketing: впровадження на реальних кейсах"

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Outbound маркетинг: як ми спалили $150 тис. доларів і не отримали жодного клієнта.
Inbound маркетинг: як ми отримали 15,000 клієнтів без маркетингового бюджету.
Ми інвестували в рекламу і що з того вийшло:)
Як побудувати комьюніті навколо вашого бренду за допомогою відкритих даних.

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Крістіна Потоцька "Data driven marketing: впровадження на реальних кейсах"

  1. 1. Data-Driven Marketing. TRUE STORY KRISTINA POTOTSKA
  2. 2. How we spent $150K to get 0 customers ! 🏄 🏄 ! !
  3. 3. We created a product
  4. 4. WHAT WE SHOULD DO 👀 “…write code and talk to users…”
  5. 5. WHAT WE DID “…started to add new features… making product way more complicated”
  6. 6. SMB eCommerce USA $$ $ $
  7. 7. 50 clients $55 ARPU 📈 Business model: Monthly subscription
  8. 8. We raised $300,000 ! 🏄 🏄 !
  9. 9. SMB eCommerce USA 😱😱 😱 😱
  10. 10. Buyer Persona. 👫👫👫
  11. 11. Job role Company Industry Size of the company Responsibilities Skills to do the job Biggest challenges Personal background
  12. 12. TRADE SHOWS:High amount of leads High quality leads Expensive
  13. 13. ADVERTISING:HUGE amount of leads Lower quality leads Expensive
  14. 14. COLD CALL & EMAILS: Small amount of leads Low quality leads Cheap
  15. 15. AFFILIATES:Small amount of leads Average quality leads Cheap
  16. 16. THE Takeaways: ✓ Advertising is expensive. It shouldn’t be your #1 marketing channel ✓ Focus. Focus. Focus ✓ Know how to spend money, before you raise them
  17. 17. How gained 15,000 clients with NO marketing budget ! 🏄 🏄 ! !
  18. 18. SMB eCommerce USA $$ $ $
  19. 19. Products don’t match people…. they match problems… 👌
  20. 20. Job Based Marketing • Send emails to customers • Advertise products • Deliver package from A to B fast • Get face to face call with the colleague from New York
  21. 21. Define your real competitors… 👀
  22. 22. VS
  23. 23. VS
  24. 24. •Why customers buy your product? • Why they don’t? • Which pain points our clients have? • Are there any other products that solve the problem better than we do?
  25. 25. The most important is to tell your story…
  26. 26. “And you’re done” “Think different” “Just try using another search engine”
  27. 27. “ 1,000 songs in your pocket”
  28. 28. 101 guides How-to articles Step-by-step guides A/B testing results and experiments New features overview Free sharable content BLOG
  29. 29. Sign up for the updates of the related topics Reply to relevant questions Do not try to sell anything, just show your expertise Forums
  30. 30. Join groups and communities Post your product updates, ask for feedback Create polls and ask questions Social Networks Comment – help others
  31. 31. ADS
  32. 32. Lifecycle stage Churned clients Leads / Page views Prospecting (Lookalike audience targeting / audience swapping) The DATA
  33. 33. Top 10 Apps for Shopify 🤩🤩 🤩 🤩 Facebook Marketing Partners 15,000 clients worldwide
  34. 34. THE Takeaways: ✓ Focus on solving real problems. Use Job-based-marketing ✓ Content is THE KING, really 😉 ✓ Always follow your mission. In product management, sales, marketing, support etc.
  35. 35. And this is just the beginning of the story…
  36. 36. “ RetargetApp It is our nature to innovate. Let’s Rock🤘
  37. 37. THE END 😉 retargetapp.com My Facebook: Kristina Smile I’m ready for your questions

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