From Hand to Hand Combat to a Bond Villain - how I've evolved as a marketer
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My talk at Digital Elite Camp 2016, based on helping to grow Pipedrive from zero to 30,000+ paying customers.
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From Hand to Hand Combat to a Bond Villain - how I've evolved as a marketer
- 1. @andruspurde 1 How I’ve evolved as a marketer and helped to grow Pipedrive from zero to 30,000+ paying customers Andrus Purde, Head of Marketing @ Pipedrive
- 3. @andruspurde 3 Simple tool for managing complex sales processes 2 months of Pipedrive for free, just use the promo code ELITECAMP
- 4. @andruspurde 4 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
- 5. @andruspurde 5 Feb$11& Mar$11& Apr$11& May$11& Jun$11& Jul$11& Aug$11& Sep$11& Oct$11& Nov$11& Dec$11& Jan$12& “ Got a decent MVP. Got customer love. Why are we not growing? “
- 6. @andruspurde 6 Stage 1: 2010 - 2011 hand-to-hand combat
- 7. @andruspurde Feb-11M ar-11Apr-11M ay-11Jun-11 Jul-11Aug-11Sep-11O ct-11N ov-11D ec-11Jan-12Feb-12M ar-12Apr-12M ay-12Jun-12 Jul-12Aug-12Sep-12O ct-12N ov-12D ec-12Jan-13Feb-13M ar-13Apr-13M ay-13Jun-13 Jul-13Aug-13Sep-13O ct-13N ov-13D ec-13Jan-14Feb-14M ar-14Apr-14M ay-14Jun-14 Jul-14Aug-14Sep-14O ct-14N ov-14D ec-14Jan-15Feb-15M ar-15Apr-15M ay-15Jun-15 Jul-15Aug-15Sep-15O ct-15N ov-15D ec-15Jan-16Feb-16M ar-16Apr-16M ay-16Jun-16 7 Growing a tech product starts with the right product in the hands of the right costumers Feb$11& Mar$11& Apr$11& May$11& Jun$11& Jul$11& Aug$11& Sep$11& Oct$11& Nov$11& Dec$11& Jan$12& “ Why are we not growing? “
- 8. @andruspurde 8 Stage 2: Scalable channels
- 9. @andruspurde 9 The Two Hedgehog marketing model bit.ly/2Hedgehog
- 10. @andruspurde 10 Hedgehog #1 How to get referrals? Great product, some triggers bit.ly/referralspost
- 11. @andruspurde 11
- 12. @andruspurde 12 Hedgehog #2 Be findable.
- 13. @andruspurde 13
- 14. @andruspurde 14 Content marketing is very much part of being findable. Here’s the first thing we’ve learned about it.
- 15. @andruspurde 15 Content marketing is very much part of being findable. Here’s the first thing we’ve learned about it.
- 16. @andruspurde 16 And here’s the second thing: there are only two ways to do content marketing. bit.ly/KWresearchPost
- 17. @andruspurde 17 Homepage CRO: useful, but no silver bullet
- 18. @andruspurde 18 Removing hesitations: good Removing the block that removes hesitations: even better
- 19. @andruspurde 19 Geo-target elements on website FTW Lesson learned: document lessons learned
- 20. @andruspurde 20 Pipedrive’s marketing (yours might look the same)
- 21. @andruspurde Life Cycle Marketing / Onboarding 2 people 21 The Pipedrive marketing templ(at)e 2013-2015 Content / SEO 1-2 people Paid 1 person Growth engineering 0 full-time people Referrals 0 full-time people + Influence on untracked referrals Analytics, User Insights, NPS, Product Marketing, Brand, Website
- 22. @andruspurde 22 Stage 3: General mobilization
- 23. @andruspurde 23 Brian Balfour “ Growth = people + processes “
- 24. @andruspurde 24 Stage 4: Develop weapons of mass distribution
- 25. @andruspurde 25 Everything is easier in hindsight. Crashing hard is the best way to learn.
- 26. @andruspurde 26 No more slides. Now let’s talk. Best places to find me: purde.net & andrus@pipedrive.com