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Evolution of a Saas Marketing Team: Andrus Purde

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Business of Software Europe 2017

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Evolution of a Saas Marketing Team: Andrus Purde

  1. 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. 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. 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. 4. @andruspurde 4 Hand-to-hand combat hustling, pitching and other buzzwords (2010 - 2011)
  5. 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. 6. @andruspurde 6 How I thought about (Pipedrive’s) marketing for a long time
  7. 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. 8. @andruspurde 8 Scalable channels: The Two Hedgehog growth model: get referrals, be findable bit.ly/2Hedgehog
  9. 9. @andruspurde 9 Referrals: High NPS product is key. Beyond that, don’t overdo it. bit.ly/referralspost Source: Pipedrive customer survey (2014)
  10. 10. @andruspurde 10 Referrals pro tip: Also, get in there early Source: Pipedrive metadata from feature usage (2016)
  11. 11. @andruspurde 11 Findability: not a channel but a web of channels
  12. 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. 13. @andruspurde 13 General mobilization. At some point every problem started to look like a hiring problem.
  14. 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. 15. @andruspurde 15 The Bond villain stage Systems, processes, and a lot of cat stroking
  16. 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. 17. @andruspurde 17 “Fog of war” It’s not clear when each stage starts and ends.
  18. 18. @andruspurde 18 Thank you for listening! Best places to find me: purde.net & andrus@pipedrive.com

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