Business of Software Europe 2017

1. @andruspurde 1
From hand to hand combat to a
Bond villain: the evolution of a
SaaS marketing team (and yours
truly)
Andrus Purde, Head of Marketing @ Pipedrive

2. @andruspurde 2
Simple tool for getting sales organized.
Pipedrive in numbers: 2010. 50,000+. $30.4M. 280. 10772608.
Unsurprisingly, we’re hiring pipedrive.com/jobs

3. @andruspurde 3
Evolution of Pipedrive
marketing
(and yours truly)
Weapons
of mass
distribution
Stage 4:Stage 3:
Time to
mobilize
Stage 2:
Scalable
“weapons”
Stage 1:
Hand-to-
hand
combat

4. @andruspurde 4
Hand-to-hand combat
hustling, pitching and other buzzwords (2010 - 2011)

5. @andruspurde 5
Weapons
of mass
distribution
Stage 4:Stage 3:
Time to
mobilize
Stage 2:
Scalable
“weapons”
Stage 1:
Hand-to-
hand
combat

6. @andruspurde 6
How I thought about (Pipedrive’s) marketing for a long
time

7. @andruspurde
Life Cycle Marketing / Onboarding
2 people
7
The Pipedrive marketing templ(at)e
(2012-2015)
Content
/ SEO
1-2 people
10-20% of
growth
Paid
1 person
5-10% of
growth
(80+% of
budget)
Growth
engineering
0 full-time
people
2-5%
of growth
Referrals
0 full-time
people
4-8% of
growth
+ Influence on
untracked
referrals
Analytics, User Insights, NPS, Product Marketing, Brand, Website

8. @andruspurde 8
Scalable channels: The Two Hedgehog
growth model: get referrals, be findable
bit.ly/2Hedgehog

9. @andruspurde 9
Referrals: High NPS product is key.
Beyond that, don’t overdo it.
bit.ly/referralspost
Source: Pipedrive customer survey (2014)

10. @andruspurde 10
Referrals pro tip:
Also, get in there early
Source: Pipedrive metadata from feature usage (2016)

11. @andruspurde 11
Findability: not a channel but a web of
channels

12. @andruspurde 12
Weapons
of mass
distribution
Stage 4:Stage 3:
Time to
mobilize
Stage 2:
Scalable
“weapons”
Stage 1:
Hand-to-
hand
combat

13. @andruspurde 13
General mobilization.
At some point every problem started to look like a hiring problem.

14. @andruspurde 14
Weapons
of mass
distribution
Stage 4:Stage 3:
Time to
mobilize
Stage 2:
Scalable
“weapons”
Stage 1:
Hand-to-
hand
combat

15. @andruspurde 15
The Bond villain stage
Systems, processes, and a lot of cat stroking

16. @andruspurde 16
Four very different stages
… that required four different skillsets
Weapons
of mass
distribution
Stage 4:Stage 3:
Time to
mobilize
Stage 2:
Scalable
“weapons”
Stage 1:
Hand-to-
hand
combat
Customer development Marketing, experimenting Recruiting, onboarding Systems, processes
(and not killing the culture)

17. @andruspurde 17
“Fog of war”
It’s not clear when each stage starts and ends.

18. @andruspurde 18
Thank you for listening!
Best places to find me: purde.net & andrus@pipedrive.com