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1. Growth Hacking forGrowth Hacking for
B2B CompaniesB2B Companies

2. Best Practices in B2B
Growth Hacking
Best Practices in B2B
Growth Hacking
If you can build this into your product like a consumer app, business models that
weren’t ever possible, become growth machines. VCs would start to throw money at
you like you’re some kind of Marc Benioff and Mark Zuckerberg mix.
You’re able to go into a market where no salesperson has gone before, and
potentially, as seen by Atlassian, use this approach all that way to 100M+ in
revenue.
The below are some best growth hacking practices taken from a cross-
section of the some of the best B2B startups out there.

3. 1. Inbound Marketing1. Inbound Marketing
The principle behind inbound marketing is to give the people
who would be your potential customers free stuff to figure
out WHO they are.
Think about it. If you don’t have a product that can be used
by 10% or even 1% of the population, finding who who you
should spend your limited time and resources on is a huge
challenge.
Don’t just blog. Write targeted content for your audience and
to help reach out to influencers. Offer a freemium version of
your product that your customer is going to be interested in.

4. 2. Self-service2. Self-service
Self-service is allowing your users to sign up and even start
using your product without any help.
Sounds similar to a consumer product, right?
And the goals here are similar. Focus on decreasing friction
during the sign up process and create an onboarding
process that teaches your customer. If you’re in sales at
Atlassian, Box or Yammer, it’s a much easier pitch to a tell
Fortune 500 company that 5% of their employees are
already use you.

5. 3. Emphasis on UI/UX3. Emphasis on UI/UX
If you’ve used Google analytics, you know how tough the
product is to wrangle and get out actionable information. A
strong focus on UI/UX helps you all along the lean
marketing funnel, from acquisition all the way to revenue.
These days, almost every potential business
stakeholder is also a consumer. They’ve
already been trained to engage with online
and mobile products. On top of this, pioneers
like SalesForce and Box have made external
storage an option for small, all the way to
large enterprise companies.

6. 4. Network effect4. Network effect
The network effect allows users to do the work for you in
finding and retaining new users. The key question here is
what can your product do to incentivize someone to
invite others into your product and improve its value?
Lenndo uses social graph APIs like Facebook
and LinkedIn as well as the address books
Gmail, Yahoo and Hotmail to invite new users
which creates the one to many referral
mechanism which makes their product viral.

7. 5. Create An Authentic Community5. Create An Authentic Community
Building an authentic community gets users who can talk
enthusiastically about your product and act as your sales
people.
This doesn’t necessarily have to just be online. Companies
like SendGrid, 10gen and Twilio make an effort to have
community evangelists representing the brand on the
ground as well as the web.

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