Killer Content Marketing http://kiss.ly/microconf2013hiten Hiten
Shah, @hnshah MicroConf 2013, Las Vegas

! “Predictable acquisition of recurring
revenue with annual prepay in a good market creates a cash machine.” Jason Cohen ASMARTBEAR.COM The goal...

@hnshah #microconf

Self-Funded and Very Profitable

What is User Experience? Venture
Funded and Growing

What is User Experience? Story
of a Product from Idea to Acquisition

HTTP://CUSTDEV.COM
Do customer development

FINDTHECORE
Problem
-

LEARNHOWTOASKTHERIGHT
Questions
?
HTTP://KISS.LY/CUSTDEVINT

ALWAYSBEGINWITHA
Hypothesis
!

! Our hypothesis is that
(certain type of person) have a problem doing (certain type of task) Problem Hypothesis HypothesisFramework

! Our hypothesis is that
product managers have a problem doing effective customer research. Problem Hypothesis

What we wanted to learn
What are they doing now?1 What are other tools missing?2 Who is involved?3 How frequent / severe is the pain?4 What are other customer complaints?5

How we learned phone interviews20
paper user tests3 landing pages2 hacky mvp1

What we learned People are
not doing customer research.! They want private feedback and targeting. It requires developer involvement. It is a constant pain. ! ! !

What we built MICRO SURVEYS
- HTTP://KISSINSIGHTS.COM

! "How you get to
the customer is as important, if not more, then what you get to the customer." Patrick Vlaskovits CUSTDEV.COM

Channels get
crowded fast.

HTTP://KISS.LY/DREWDROPBOX Google AdWords Cost per
acquisition: $233-$388 For a $99 product. Fail.

Make your own channel

Who are your
customers?

Where do they
hang out?

How should you
engage them?

What is User Experience?

Who are your customers? Our
hypothesis is that product managers have a problem doing effective customer research. Problem Hypothesis

Where do they hang out?
Product Managers Hang Out on Other People’s Websites

How should you engage? POWERED
BY KISSINSIGHTS LINK

How we tracked it http://www.kissinsights.com/?
utm_source=suview&utm_medium=dark& utm_campaign=google.com UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD

How we tracked it

KISSinsights KISSinsightswas PROFITABLE $0 MARKETING
BUDGET OVER25,000 SIGN UPS

Acquired! WeSoldKISSinsights It’s now called
Qualaroo MORE ABOUT THE ACQUISITION - HTTP://KISS.LY/TCKISSINSIGHTS

Your marketing has to align
with your customers.

x J $Build Grow Convert
Create Your Audience

NATHANBARRY.COM “The more I help
you, the more you will trust me.” Nathan Barry

Nathan’s Model x J $Free
Content Paid Content SaaS Subscription Build Grow Convert

Build your audience
NATHANBARRY.COM

Grow your audience
NATHANBARRY.COM/APP-DESIGN-HANDBOOK/

Grow your audience
NATHANBARRY.COM/WEBAPPS/

Grow your audience
NATHANBARRY.COM/AUTHORITY/

Convert your audience
CONVERTKIT.COM

! BRENNANDUNN.COM “Write with the
intention of appealing to a specific audience.” Brennan Dunn

Brennan’s Model x J $Email
Newsletter Paid Content SaaS Subscription Build Grow Convert

Build your audience
FREELANCERSWEEKLY.COM

Grow your audience
DOUBLEYOURFREELANCINGRATE.COM

Grow your audience
DOUBLEYOURFREELANCINGRATE.COM/THE-BLUEPRINT

Convert your audience
PLANSCOPE.IO

EARTHLINGWORKS.COM “Who has time to
learn every new piece of software they run into? Not me. I'm pretty sure you don't either.” Ruben Gamez

Ruben’s Model x J $Free
Guide and Newsletter Sample Proposal SaaS Subscription Build Grow Convert

Build your audience
BIDSKETCH.COM/BLOG

Grow your audience
BIDSKETCH.COM

Convert your audience BIDSKETCH SAMPLE
PROPOSAL EMAIL

Convert your audience
BIDSKETCH.COM

Teach people how to solve
their problems.

Learn from your audience and
customers...

HTTP://CUSTDEV.COM
Do customer development

Questions you can ask customers
How did you first find out about [Your Product Name]? What persuaded you to purchase from us? How would you describe [Your Product Name] to a friend? What prompted you to start looking for this type of service? If you could change one thing about this website, what would it be? What other products or services should we offer? How would you describe [Your Product Name] to a friend? Which other options did you consider before choosing our service? Why did you decide to use [Your Product Name]? Why do you use [Your Product Name] rather than the alternatives? What would persuade you to use [Your Product Name] more often? How would you persuade people like yourself to use [Your Product Name]? LOTS MORE ON QUANTITATIVE & QUALITATIVE DATA: HTTP://KISS.LY/MICROBONUS

Marketing is
distribution.

Strategies for B2B distribution Integrations
Work Emails Embeds Powered By Free Stuff

Integrations

DOWNWIT’
O.P.P.OTHER PEOPLE’S PLATFORMS

17,000,000+ 50,000,000+ 100,000,000+ Platforms with
distribution potential 100,000+ 200,000+ 550,000+150,000+50,000+ 3,000,000+ 3,000,000+ 5,000,000+ 5,000,000+

How to optimize integrations Integrations
make your product better Measure your conversions and revenue Discover valuable integrations Ask customers about integrations Make your partner pages awesome

Work Emails

Work Emails
PODIO.COM

Work Emails
YAMMER.COM

How to optimize “Work Emails”
Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions

Embeds

Embeds
HTTP://KISS.LY/YTEMBED

Embeds
HTTP://KISS.LY/SSEMBEDS

How to optimize embeds Why
should people embed? Make it as easy as possible to embed Track how well your embeds convert Test relevant call to actions Optimize for search but don’t obsess

Powered By

Powered By

How to optimize “Powered By”
What are you Powering? Test the copy of your call to action Test and optimize your landing pages Track views, clicks, conversions and LTV Measure individual effectiveness

Free Stuff

Free Stuff
GRADER.COM

Free Stuff
HTTP://NEWRELIC.COM/ASI

How to optimize free tools
Map to customer decision making Think about what you can repurpose Educate your prospects Test your ideas minimally (ghetto) Measure and optimize revenue

GO!

Thank You! Killer Content Marketing
Download the slides: http://kiss.ly/microconf2013hiten