Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Lessons Learned from Building a Growth Team

2,984 views

Published on

It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.

In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.

This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.

Published in: Marketing
  • Be the first to comment

Lessons Learned from Building a Growth Team

  1. 1. Lessons Learned from Building a Growth Team. Kieran Flanagan VP Marketing @ HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. Signup for Growth TL;DR “The best monthly tips, chosen by experts, with the important parts highlighted to help you put those tips into action” >> HTTP://BIT.LY/LEARNGROWTH <<
  3. 3. “There is a disproportionate value in being the first mover into a new space” - Gary Vaynerchuck
  4. 4. When it comes to marketing, it certainly pays to be a fast follower.
  5. 5. Examples?
  6. 6. Advertising has been around for a long time.
  7. 7. The first American magazine is published in Philadelphia.
  8. 8. This is what an Ad looked like.
  9. 9. Then,
  10. 10. A scholar named Samuel Johnson writes: Whatever is common is despised.
  11. 11. A scholar named Samuel Johnson writes: Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused.
  12. 12. A scholar named Samuel Johnson writes: Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused. It has become necessary to gain attention by magnificence of promises.
  13. 13. Ads moved online in 1994
  14. 14. The following banner appeared from AT&T in Hotwired magazine in 1994.
  15. 15. It had a CTR of 44% …
  16. 16. Consider this CTR versus that of Facebook Ads c 44% Hotwired ’94 1.8% Facebook ‘14
  17. 17. In 1996 Gary Vaynerchuk took over his dad’s wine business. It had $3 million in revenue.
  18. 18. By 2005 that number was $50 million
  19. 19. His weekly newsletter was a big part of that growth.
  20. 20. Those emails regularly got open rates of +80%.
  21. 21. Mass adoption of email for marketing has lead to a steady decline in CTRs.
  22. 22. That decline is set to continue
  23. 23. AirBnB grew by automatically posting your listing to Craigslist.
  24. 24. And is now being disrupted by vertical markets like AirBnB.
  25. 25. This is a common cycle in marketing
  26. 26. Effectiveness Time 1. Tactics Discovered 2. Tactics Optimized EVOUTION OF TACTICS 3. Tactics Adopted by Masses 4. Tactic Fatigue Image courtesy of http://www.reforge.co/growth-series/
  27. 27. THE POPULARITY OF POP UPS Neil Patel (Yes/No) Pop up Fast Followers Adopt Lots of Tools helps Mass adoption CTR normalize for all users
  28. 28. “It works for a while, until your customers get used to the effect, and start ignoring it” Andrew Chen, Entrepreneur
  29. 29. A growth team helps you foster a culture of validated learnings, help find points of leverage and will innovative on existing channels. @Searchbrat
  30. 30. Here are some of our learnings ..
  31. 31. Growth Lessons 1 2 Goals for Experiments Approach to Experiments 3 Examples of Experiments
  32. 32. 1 Goals for Experiments
  33. 33. Experiments can help change the world.
  34. 34. An additional $60 million in campaign funds.
  35. 35. All good marketers focused on growth should have an obsessive focus on a singular goal.
  36. 36. They know how to measure and prioritize the right metrics.
  37. 37. This will change how you measure the success or failure of your experiments.
  38. 38. CRM Active Users Would video increase active users of our CRM?
  39. 39. One version of the sign up page had video explaining the product. Version A Version B
  40. 40. Version A Version B Generated 30% more sign ups
  41. 41. Version A Version B Generated 10% more active users
  42. 42. * WINNER * Active Users > Sign ups
  43. 43. Having a culture of shared learnings means other team members can benefit.
  44. 44. LeadIn Active Users Would video increase active users of LeadIn?
  45. 45. One version of the sign up page had video explaining the product. Version A Version B
  46. 46. Version A Version B Increased sign ups by 13%
  47. 47. Version A Version B Increased active users by 130%
  48. 48. The PIE model will mean you work on experiments with highest impact.
  49. 49. The PIE Model is based on 3 simple scores. Potential – The potential ceiling for this experiment Importance – The importance to the business Ease– Ease of implementation
  50. 50. Number of SEO Visits % CTR on Sign up page % of people who add email and domain % of people who get error messages % of people who have existing portals % CTR on Onboarding emails WATs CR Team Member Invite Page POTENTIAL SHOULD BE TIED TO A RANG
  51. 51. Number of SEO Visits % CTR on Sign up page % of people who add email and domain % of people who get error messages % of people who have existing portals % CTR on Onboarding emails Number of Teams (+1) CR Team Member Invite Page {10,000} {20%} {2,000} {40%} {800} {50%} {400} {20%} {80}
  52. 52. Number of SEO Visits % CTR on Sign up page % of people who add email and domain % of people who get error messages % of people who have existing portals % CTR on Onboarding emails Number of Teams (+1) CR Team Member Invite Page {15,000} {20%} {3,000} {40%} {1200} {50%} {600} {20%} {120}
  53. 53. Number of SEO Visits % CTR on Sign up page % of people who add email and domain % of people who get error messages % of people who have existing portals % CTR on Onboarding emails Number of Teams (+1) CR Team Member Invite Page {10,000} {20%} {2,000} {40%} {800} {50%} {400} {40%} {160}
  54. 54. Hat Tip to WiderFunnel for PIE >> widerfunnel.com << @WiderFunnel
  55. 55. 2 Approach to Experiments
  56. 56. Each marketer has their own experiment funnel.
  57. 57. IDEAS EVALUATION PIE SCORED RUNNING ANALYSIS OUTCOME All experiment ideas Gather all information for PIE PIE Score Active experiments Analysis of run experiments What we learned
  58. 58. Shared experiment board on Trello
  59. 59. Shared experiment board on Trello In a given week we have 20 to 30 experiments running.
  60. 60. Add Growthhackers Projects Growthhackers Projects
  61. 61. “I have not failed. I’ve just found 10,000 ways that won’t work.” - Thomas Edison
  62. 62. 3 Experiments 
  63. 63. Our experiments are split into the following categories.
  64. 64. Prove a hypothesis about the way something works. ANALYSIS
  65. 65. Prove if a different version would perform better than the control. TESTS
  66. 66. Prove if an untested tactic or channel can provide us with points of leverage. PILOTS
  67. 67. Let’s Run Through Some Experiments Increase Organic Traffic Increase Content Performance Increase Leads from Blogs Increase Sign ups with Copy
  68. 68. Experiment to rank more of our content in Google’s answer box
  69. 69. Look for commonalties in the content that ranks for featured snippets.
  70. 70. From a sample of just under 5,000 queries, I found that the CTR to our website for high volume keywords increased by over 114%, even when we ranked #1. @matthewbarby
  71. 71. What we found Search query should appear as header with clear steps directly after it.
  72. 72. In general the “answers” were between 54 to 58 words.
  73. 73. Google will often show the “Steps” listed in chronological order.
  74. 74. Based on learnings, we updated 80 blog posts that ranked on the first page of Google for 199 keywords.
  75. 75. Over 10% of keywords moved into Featured Snippet box.
  76. 76. Organic traffic to these posts increased by 23%.
  77. 77. Let’s Run Through Some Experiments Increase Organic Traffic Increase Content Performanc e Increase Leads from Blogs Increase Sign ups with Copy
  78. 78. Experiment to create the optimal editorial calendar for our blogs
  79. 79. Longer content on our blog gets more organic traffic.
  80. 80. It also attracts more inbound links and social shares.
  81. 81. We can use this information to run experiments around content formats.
  82. 82. Let’s Run Through Some Experiments Increase Organic Traffic Increase Content Performance Increase Leads from Blogs Increase Sign ups with Copy
  83. 83. How much of a difference does user intent make?
  84. 84. Before: “how to write a press release”
  85. 85. After: “how to write a press release”
  86. 86. How to overcome the effects of “CTA blindness”
  87. 87. End-of-post banner CTAs historically had generated a lot of leads but their impact had declined.
  88. 88. Track performance of CTAs so we can spot downward trends.
  89. 89. We tested against CTAs that looked less like Ads.
  90. 90. Anchor text CTAs increased our leads generated on that post by 121%.
  91. 91. Always look for that fast follower advantage.
  92. 92. Would making the design of our blog a lot ‘cleaner’ increase CTR on those CTAs?
  93. 93. Good for content discovery but could be very distracting.
  94. 94. We removed it and monitored our results over 4 weeks.
  95. 95. Clicks on our anchor text CTAs only improved by 5% 
  96. 96. But load time of our blog posts improved by 50% and organic traffic is trending upwards.
  97. 97. Let’s Run Through Some Experiments Increase Organic Traffic Increase Content Performance Increase Leads from Blogs Increase Sign ups with Copy
  98. 98. “Make everything as simple as possible, but not simpler.”
  99. 99. Sometimes the experiments with the best results are the simplest ideas.
  100. 100. Small copy changes can supercharge viral loops.
  101. 101. Small copy changes can supercharge viral loops. User adds LeadIn to their blog The user clicks on the “Powered” by link The user creates a LeadIn account
  102. 102. We changed the copy for that link ….
  103. 103. … and increased the number of people who clicked on it by 340%
  104. 104. Small copy changes can remove friction in your sign up flow.
  105. 105. We added 6 words of copy to alleviate peoples concerns …
  106. 106. … and increased our Free Trial sign up by 10%.
  107. 107. Remember, not every experiment is meant to be a run-away success.
  108. 108. We run experiments to learn what our future points of leverage could be.
  109. 109. Maybe communities like Slack will be more important for brands than email?
  110. 110. Performance to date only slightly better than email with 6% CTR. Could push notifications provide better results than email?
  111. 111. Could push notifications provide better results than email?
  112. 112. Constantly experiment with new platforms that may have relevant audiences.
  113. 113. An experimental approach to marketing helps you build a plan based on future trends. @Searchbrat
  114. 114. Remember when surviving a bear attack ….
  115. 115. Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google: Search for “Kieran Flanagan”

×