Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge

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Mada Seghete - Co-Founder | Head of Growth / Branch at SaaStr Annual 2018 From building a 25,000 mobile growth community, to creating viral content, to social ads Mada Seghete, the Founder and Head of Growth at Branch will cover some of the experiments they ran at Branch, leading to the adoption of their tool by over 30,000 mobile apps including AirBNB, Amazon Music, Pinterest and many more.

Growth Experiments in Enterprise
Marketing: How a Startup Mentality
Can Give Your Enterprise Marketing
Team an Edge
Mada Seghete
Founder, branch.io

1982 Newborn
2005 Engineer + Product
2012 Mobile App Designer +
Marketer
2014 Branch Founder
YOUR MODERATOR
@mada299

Branch is the linking infrastructure for
the world’s best apps.

ex·per·i·ment
/ikˈsperəmənt/
noun
1. a scientific procedure undertaken to make a
discovery, test a hypothesis, or demonstrate a
known fact.
2. a course of action tentatively adopted without
being sure of the eventual outcome.

As your company and marketing team
grow over time….
Amount of data you collect

The willingness to experiment keeps
decreasing.
Willingness to experiment

Fixed marketing budget
Known channels Experiments
?

2 Unexpected Experiments
with HUGE impacts on
Branch’s Lead Generation.

Lessons we learned while
experimenting with building a
community.

Community is a beast you can guide
and evolve - not change or control.

Results?
77 meetups in 2017
Meetups - 6% of all our enterprise leads + a ton of
SMB awareness
Meetups - 2.5% of our marketing budget

Everybody writes - Marketing,
Sales, CEO, Engineers, Support.

SEO from non-Branch keywords
drives 22% of our enterprise leads.

1. Keep trying new things - set aside
20-30% of time and budget for
experiments.

3. It’s ok to fail. Expect to fail at
least 50% of the time.

Just Keep Building
start today at branch.io
@mada299 | @branchmetrics

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Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge

1. Growth Experiments in Enterprise Marketing: How a Startup Mentality Can Give Your Enterprise Marketing Team an Edge Mada Seghete Founder, branch.io

2. 1982 Newborn 2005 Engineer + Product 2012 Mobile App Designer + Marketer 2014 Branch Founder YOUR MODERATOR @mada299

3. Branch is the linking infrastructure for the world’s best apps.

5. ex·per·i·ment /ikˈsperəmənt/ noun 1. a scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact. 2. a course of action tentatively adopted without being sure of the eventual outcome.

6. As your company and marketing team grow over time…. Amount of data you collect

7. The willingness to experiment keeps decreasing. Willingness to experiment

8. Fixed marketing budget Known channels Experiments ?

9. 2 Unexpected Experiments with HUGE impacts on Branch’s Lead Generation.

10. Community | Blog

11. Who is our community?

12. Who is our community?

13. Lessons we learned while experimenting with building a community.

14. We started simple.

15.

16.

17. We found a topic others were interested in, rather than one that most explicitly benefited our brand.

18.

19. 3. Consistency is key.

20. We tailored to our audience.

21. SF vs. Bangalore

22.

23.

24. Community is a beast you can guide and evolve - not change or control.

25.

26.

27. Results? 77 meetups in 2017 Meetups - 6% of all our enterprise leads + a ton of SMB awareness Meetups - 2.5% of our marketing budget

28. How about our blog?

29. We started early and simple.

30. We write with SEO in mind

31. Everybody writes - Marketing, Sales, CEO, Engineers, Support.

32. SEO from non-Branch keywords drives 22% of our enterprise leads.

33. SEO drives 44% of all traffic to Branch

34.

35. 1. Keep trying new things - set aside 20-30% of time and budget for experiments.

36. 2. Give experiments time to mature.

37. 3. It’s ok to fail. Expect to fail at least 50% of the time.

38. Just Keep Building start today at branch.io @mada299 | @branchmetrics

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