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Growth Hacking at Astronomer.IO
- 1. GROWTH HACKING A DEEP DIVE INTO ASTRONOMER’S STRATEGY
- 2. DAVE PAPROCKI DIR. MARKETING @ ASTRONOMER.IO PREVIOUSLY: ORACLE DOTLOOP HOBSONS
- 3. STEVE PEELE II DIR. GROWTH EXPERIMENTATION @ ASTRONOMER.IO PREVIOUSLY: INMAN NEWS DOTLOOP
- 4. SO, HOW DO WE THINK ABOUT GROWTH HACKING?
- 5. “GROWTH HACKING” IS A PROCESS OF RAPID EXPERIMENTATION ACROSS MARKETING CHANNELS AND PRODUCT DEVELOPMENT TO IDENTIFY THE MOST EFFECTIVE, EFFICIENT WAYS TO GROW A BUSINESS.
- 6. HOW MANY HERE HAVE DEDICATED MARKETING RESOURCES?
- 7. WHEN IS THE RIGHT TIME TO START “GROWTH HACKING?”
- 8. GROWTH HACKING HOW WE KNEW: ▸ Company needed to scale outside of “friends & family” ▸ Accelerating growth warranted a dedicated resource ▸ Maturation of the Astronomer brand / Operationalize Marketing ▸ Lots of internal ideas/solutions that could spiral out of control - An owner/process was needed ▸ Results never materialized ▸ The need for data driven, well-informed decision making was critical in marketing
- 10. GROWTH HACKING OUR FRAMEWORK ▸ Brand Awareness / Traffic Growth ▸ Building an Addressable Audience ▸ Conversion Mechanisms (Marketing Qualified Leads) ▸ Ultimate Goal: Inbound Opportunities Created/Closed
- 11. GROWTH HACKING SO, WHAT’S OUR PROCESS? ▸ Idea Ingestion (Various areas of the business) ▸ Develop a Hypothesis - Prioritization based on current business needs and requirements ▸ Run a measurable experiment that validates or invalidates the hypothesis ▸ Analyze
- 12. IDEA INGESTION
- 14. IMPLEMENTATION
- 15. ANALYSIS
- 16. SOME GROWTH STRATEGIES WE’VE TESTED
- 17. GROWTH HACKING THE PROBLEM - INCREASE AD ENGAGEMENT WHILE DECREASING OVERALL CPC ▸ Hypothesis ▸ By first targeting an ad unit to a developing country with the goal of “engagement” and then changing the audience back to the US, we will find that social proof drives lower CPC. ▸ The Experiment Setup ▸ Identify low cost markets for post engagements ▸ Run A/B messaging variant to ensure that both posts get sufficient engagement to re-target towards US. ▸ Switch targeting on both variants to US - Use the A/B split to even further optimize spend. ▸ Measures ▸ Overall post engagements ▸ Average CPC ▸ Results ▸ Post engagements (Before re-defined targets ▸ 3,000+ engagements (likes, shares, etc.) in less than 18 hours ▸ Ended with 20,000+ amount of engagements. ▸ Average CPC dropped by over 50%
- 18. GROWTH HACKING THE PROBLEM - INCREASE CONVERSIONS WHILE DIALING BACK SPEND ▸ Hypothesis ▸ Google AdWords is not driving conversions on site and we believe a more native experience will convert at a higher %. Theory, Adwords is great for awareness, not conversions in our situation. ▸ The Experiment Setup ▸ Allocate equal spend to ad-retargeting and keyword search and measure overall MQL conversion over a set period of time. ▸ Measures ▸ Lead conversions ▸ Cost per lead ▸ Results ▸ Direct increase in overall lead volume via fb lead form ads. ▸ Increase in PPC traffic but very few onsite conversions. ▸ Average CPL of -$20.00
- 19. GROWTH HACKING THE PROBLEM - LOTS OF TRAFFIC BUT NOT NAMES OR ACTIONABLE DATA ▸ Top of Funnel Contact Capture ▸ Leverage high-value assets to convert onsite ▸ Implement Nano-Bar for newly released content ▸ Exit intent modal (Subscribe) ▸ Form optimizations ▸ New chat tool ▸ Learning more about our audiences ▸ Clearbit Enrichment ▸ Engagio for Account Based Engagement (Anonymous Traffic) ▸ Understanding traffic modeling ▸ Google optimize to understand messaging influence on page views and time on site
- 20. DIRECT IMPACT
- 21. GROWTH HACKING TRAFFIC GROWTH BY MONTH
- 22. GROWTH HACKING CONTACT GROWTH BY MONTH
- 23. GROWTH HACKING INBOUND OPPORTUNITY CREATION (COUNT) 200%+ Increase in Inbound Generated Opps Monthly (18 Average)
- 24. GROWTH HACKING SO WHAT’S NEXT FOR US ▸ Intelligent & enriched onsite chat ▸ Astro on Astro ▸ Redesigned website (Sept 15, 2017) ▸ In-product marketing ▸ Customer journey mapping
- 26. THANK YOU