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Lessons learned launching and marketing integrations from 800+ integrations (Wade Foster, Zapier)

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The Small Business Web Summit 2017 (San Francisco, CA).

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VIDEO: https://www.youtube.com/watch?v=Osje-swzJhs

Lessons learned launching and marketing integrations from 800+ integrations
by Wade Foster, Co-founder & CEO, Zapier

Published in: Marketing
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Lessons learned launching and marketing integrations from 800+ integrations (Wade Foster, Zapier)

  1. 1. Lessons Learned Launching IntegrationsWith 800+AppsAt
  2. 2. 1. StartSmall
  3. 3. 2. KnowYour Use Cases
  4. 4. 3. Define Success People Action Conversion Rate 100,000 Email 10% 10,000 Click to Landing Page 30% 3,000 Convert to Trail 20% 600 Click to Paid 20% 120 New Customers N/A
  5. 5. 4. QualityOver Quantity ⭐ ⭐ ⭐ ⭐ ⭐ ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  6. 6. 5. Bake In Discovery
  7. 7. More Leads Less Leads High Profile App Directory --- Press Showcase integrations in onboarding emails --- Tweets Customer facing help docs and tutorials --- Blog Posts
  8. 8. 6. CommitTo Support
  9. 9. 7. PrioritizeYour Options
  10. 10. Action Option 1 Option 2 Directory Yes No In app Yes No Help docs No No Customer email 25,000 300,000 Dev time 1 week 4 weeks Blog post No Yes User Type Enterprise SMB
  11. 11. 8.Transition Intoa Platform
  12. 12. TranslatingTypeform's SuccesstoaZap TemplateAPI Zap Templates API in use by Unbounce
  13. 13. 9.Win-Win For Partners
  14. 14. Wrapping ItUp 1. Start Small 2. Know Your Use Cases 3. Define Success
  15. 15. Wrapping ItUp 4. Quality Over Quantity 5. Bake In Discovery 6. Commit To Support
  16. 16. Wrapping ItUp 7. Prioritize Your Options 8. Transition To A Platform 9. Win-Win For Partners
  17. 17. AnyQuestions? @wadefoster ✉wade@zapier.com

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