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Pipedrive's road to 30,000 customers: business and personal growth (Andrus Purde, Pipedrive)

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Pipedrive's road to 30,000 customers: business and personal growth
by Andrus Purde, Head of Marketing, Pipedrive

Published in: Marketing
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Pipedrive's road to 30,000 customers: business and personal growth (Andrus Purde, Pipedrive)

  1. 1. @andruspurde 1 How Pipedrive got to 30k+ customers Lessons on business and personal growth Andrus Purde, Head of Marketing @ Pipedrive
  2. 2. @andruspurde 2 Andrus who?
  3. 3. @andruspurde 3 Simple tool for getting sales teams super organized 2 months of Pipedrive for free, just use the promo code SBWSUMMIT
  4. 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. 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 Feb$11& Mar$11& Apr$11& May$11& Jun$11& Jul$11& Aug$11& Sep$11& Oct$11& Nov$11& Dec$11& Jan$12& Lesson #1: Your product needs to solve a real customer problem well. But this is not enough. “ Got a decent MVP. Got customer love. Why are we not growing? “
  7. 7. @andruspurde 7 Pipedrive 2010 - 2011: hustling, pitching and other contemporary words
  8. 8. @andruspurde Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Feb-14 Apr-14 Jun-14 Aug-14 Oct-14 Dec-14 Feb-15 Apr-15 Jun-15 Aug-15 Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 8 Lesson #2: Growing a tech product starts with the right product in the hands of the right customers 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? “
  9. 9. @andruspurde 9 Weapons of mass distribution Stage 4:Stage 3: Time to mobilize Stage 2: Scalable “weapons” Stage 1: Hand-to- hand combat
  10. 10. @andruspurde 10 Lesson #3: The Two Hedgehog growth model: get referrals, be findable bit.ly/2Hedgehog
  11. 11. @andruspurde 11 Lesson #4: How to get referrals? Don’t overdo it. bit.ly/referralspost Source: Pipedrive customer survey (2014)
  12. 12. @andruspurde 12 Lesson #5: How to get referrals? Get in there early. Source: Pipedrive metadata from feature usaga (2016)
  13. 13. @andruspurde 13 Lesson #6: there are only two ways to do content marketing. bit.ly/KWresearchPost Pipedrive’s TOP20 posts: Relevant keyword, high quality post 7 Relevant keyword, average quality post 5 Unique data, infographic 3 No specific keyword, high quality post 3 Free resource 2
  14. 14. @andruspurde 14 Content marketing is very much part of being findable. Here’s the first thing we’ve learned about it.
  15. 15. @andruspurde 15 Lesson #7: Some of the most effective marketers are not marketers.
  16. 16. @andruspurde 16 Weapons of mass distribution Stage 4:Stage 3: Time to mobilize Stage 2: Scalable “weapons” Stage 1: Hand-to- hand combat
  17. 17. @andruspurde 17 Lesson #8: Ideas are worthless. At some point every problem started to look like a hiring problem.
  18. 18. @andruspurde 18 Lesson #9: Finding great people is just a start Attitude, skills, taste, work ethic Shared expectations S*** gets done
  19. 19. @andruspurde 19 Weapons of mass distribution Stage 4:Stage 3: Time to mobilize Stage 2: Scalable “weapons” Stage 1: Hand-to- hand combat
  20. 20. @andruspurde 20 Brian Balfour, Reforge “ Growth = people + processes “
  21. 21. @andruspurde 21 Lesson #10. If the goal is to be findable, tear down (or if you’re smart: don’t set up) internal barriers.
  22. 22. @andruspurde 22 Lesson #11: Ideas are worthless (again). Unless you add ICE.
  23. 23. @andruspurde 23 Lesson #11: Ideas are worthless (again). Unless you add ICE.
  24. 24. @andruspurde 24 Lesson #12: Growing a business is not like war. It is like sailing. Metaphor credit: John Cronk
  25. 25. @andruspurde 25 No more slides. Let’s talk? Best places to find me: purde.net & andrus@pipedrive.com

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