Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity

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1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants WHAT YOU’RE GOING TO LEARN Company DNA EVOLVING A VISUAL IDENTITY WE LOVE DATA We are 130 people who are crazy… about data. HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea BUT WHAT HAPPENS WHEN YOU GROW? FONTS Everything Breaks WHAT BREAKS? Communication Management style Recruiting Compensation Workflows Office space  Visual identity? WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime. RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story. SO WHAT WAS OUR DNA? FRUGALITY. TO A FAULT. State Prison County Prison $400/mo? Sold! State Prison County Prison Clown Tie Wrinkled MC Hammer Pants Act I: Outsourcing FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA? You buy it! …but what if you’re a broke company? You outsource it! 2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise” MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too. MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads WE MOVED TO PHILADELPHIA Act II: Hired Guns MEANWHILE...(STILL NO DESIGNER ON STAFF) BORROWING FROM OUR MENTORS IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?” SELF ANALYSIS Act III: Identity FRUGALITY BECOMES EFFICIENCY DNA MUTATION “We need a new visual identity.” Risky click of the day… Google customer survey results: WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame? 50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value A Secret Society… HACKATHONS ARE FOR HACKING! Epilogue: Dodeca Pride IDENTITY IS A PART OF CULTURE Inputs: •  How people treat each other •  Your core values Outputs: •  Perks •  Identity REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY

Marketing

#KissWebinar @Kissmetrics
#KissWebinar
@robertjmoore

3
WHO WE ARE
At RJMetrics, our mission is to inspire
and empower data driven people
RJMetrics CloudBI RJMetrics Pipeline

3
WE LOVE DATA
We are 130 people who are crazy… about data.

3
HOW WE GOT STARTED
We started out just
like any other
company: a few
passionate people
with a big idea

3
WHAT BREAKS?
ü Communication
ü Management style

3
WHAT BREAKS?
ü Communication
ü Management style
ü Recruiting
ü Compensation

3
WHAT BREAKS?
ü Communication
ü Management style
ü Recruiting
ü Compensation
ü Workflows
ü Office space
ü Visual identity?

3
WHAT IS COMPANY DNA?
Company DNA: The most
potent attributes of the
founding team.
Common Convention: this
identity sticks with a
company forever
My Take: This is a weak
metaphor. Company DNA
mutates in its own lifetime.

3
RJMETRICS DNA
Our story is just one case study on how company
DNA can evolve.
We’ve changed a lot. We’ve also made a lot of
mistakes. I hope you can learn from the story.

$400/mo? Sold!
State Prison
County Prison

3
FAKE IT UNTIL YOU MAKE IT
What do you
do if style isn’t in
your DNA?

3
FAKE IT UNTIL YOU MAKE IT
You buy it!
…but what if you’re
a broke company?

3
FAKE IT UNTIL YOU MAKE IT
You outsource it!

3
2008 (OUR FUNDING YEAR)
Standards for consumer use impacted
expectations for business use
“Consumerization of the enterprise”

3
MEANWHILE...WE GREAT AND STARTED HIRING
Our needs evolved, and our DNA did too.

3
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING

3
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING
We A/B Tested our Want Ads

3
MEANWHILE...(STILL NO DESIGNER ON STAFF)

3
FRUGALITY BECOMES EFFICIENCY
DNA MUTATION

3
WHAT DO WE DO?
ü Abandon the dodecahedron?
ü Hang our heads in shame?

50,000 uniques
0.1% view-to-SQL
50 SQLs
19.8% SQL-to-paid
10 paying clients
$20k ARR ACV
$200k of new ARR/year
15x ARR Multiple (w00t!)
$3MM of Equity Value

3
IDENTITY IS A PART OF CULTURE
Inputs:
•  How people treat each other
•  Your core values
Outputs:
•  Perks
•  Identity

ROBERT J. MOORE
Co-founder & CEO, RJMetrics
@robertjmoore
rmoore@rjmetrics.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?

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Success! You’ve got a regular stream of sales coming in, but the cost of acquisition is so high, how do you make this more profitable? How do you increase the lifetime value of a customer by enticing them to come back? A healthy customer retention rate is a key factor in any high growth business. You can’t be a high growth without it! During this webinar, Tom Robertshaw, Ecommerce Evangelist at Space 48, will take you through how to factor in customer retention in all areas of the business. Whether this is improving auditing and improving website user experience or through identifying targetted email campaign opportunities. You’ll learn: A wide range of opportunities for re-engaging with customers Different ways to evaluate your website performance and customer satisfaction How to prioritise the newly identified opportunities so that you can take the next step and test them Real-life examples of how our customers have increased revenues through successful customer retention strategies

Understanding your customer psychographics without surveys or spending a lot ...

Kissmetrics on SlideShare

Customer psychographics don't have to come from expensive third party tools. There’s a way to learn about your customers affinity groups, purchase behaviors, and interests – without running a survey and without spending money. In this webinar, You’ll learn: How to use your customer list to understand your audience’s interests without surveying An advanced method for getting meaningful psychographic information out of Facebook Ways to leverage newfound psychographic insights, from content strategy to copywriting to product development Plus, we’ll give all attendees a spreadsheet of US psychographic benchmarks to compare to your own insights.

How to Smarten Up Your Email Onboarding

Kissmetrics on SlideShare

Is your onboarding email series costing you? Not seeing enough trials turn into paying customers? Onboarding is tough to get right: what do you send? To who? And when? What do you need to do to get leads coming back and taking action? In this webinar, Joel Klettke, conversion copywriter to SaaS and B2B businesses at Business Casual Copywriting, will show you how smart companies are using email to turn more trials into paying customers and reduce churn. You'll learn: How to plan an onboarding series, including what to send and when Practical tips anyone can apply to improve open rates and clicks 4+ different types of emails to incorporate into your onboarding series How to leverage behavioral insights to make your emails more effective (and convert more leads!)

Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your Competitors

Kissmetrics on SlideShare

Communication has changed. We’re rapidly expanding beyond email and into messaging. As a society, it’s where we have our most meaningful conversations. Facebook Messenger is the fastest growing channel in the world. With 1.3B users, it’s already larger than Instagram, Twitter, and Pinterest combined. It’s also the only channel of this magnitude that isn’t saturated with marketers (yet). But why? Herein lies the secret of this webinar. With all eyes and dollars aimed at building chatbots for customer service, we’re going to teach you how to use them to scale customer acquisition, generate more revenue, and get ahead of your competitors. In this webinar Samir ElKamouny, co-founder of Fetch & Funnel, will show you exactly how modern marketers are using Facebook Messenger & Chatbots to increase sales and leads at a fraction of the cost. - What messenger marketing is, and the role of chatbots - The most impactful acquisition strategies and use cases - How to build a new subscriber list, AND get 10x results over email from your existing list - How to get a 40x bottom of funnel ROAS - 3 powerful chatbots that are easy to implement and will produce exceptional results, applicable to nearly every business - Which messenger bot platform is best for your business

Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...

Kissmetrics on SlideShare

What exactly constitutes "good" content? Is it content that goes viral? Is it content that gets a ton of shares and views? Sure, all of those things are great if they happen, but content is only as good as the goals it helps you and your team achieve. As marketers, you already know that so much content is being created daily and that yours needs to stand out for it to even attempt to make a lasting impression. In order to achieve this, you need to know what the members of your audience are looking for in the content they consume. Then you have to apply art and science to craft a compelling story, measure adequately, and use this content in each department of your company. In this webinar, Brittni Kinney, VP at Influence & Co., will dive into the identifiers of good content, discuss what kinds of insights are helpful in creating a content story that speaks to your audience, and explain how to use this content to achieve the various goals of your company. You'll learn: The art and science of storytelling How to use qualitative and quantitative insights to inform your content How content can fuel your business and how various departments can use the content you create

Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This Year

Kissmetrics on SlideShare

On January 12, Facebook declared organic post reach dead for pages. It’s time to seriously re-think our Facebook and social media strategy. Big time. In our webinar with Larry Kim, he will highlight the top 10 strategies you must deploy this year to survive the Facebook News Feed Armageddon. You'll learn: What Facebook engagement loopholes still work and which ones are dead Unusual Hacks to connect with Facebook Users without using ads or the news feed Important new Social Media Marketing strategies for 2018 and beyond

How to build a framework for customer empathy: Learning from a company that d...

Kissmetrics on SlideShare

Developing customer empathy is a critical part of any Growth team, while quantitative data allows us to understand the what, qualitative insights are key to reveal why people behave the way they do with your product. In this webinar, Thibault Imbert, head of Growth for Adobe, Creative Cloud will show you how to develop such a framework to build an empathetic product organization. You'll learn: The differences between qualitative and quantitative and how they complement each other Why building a community of active users and what you can learn from them How to scale by automating feedback collection through various channels and campaigns How to structure your team and put this data in the center of your product development

Making Data Meaningful with Kissmetrics' Populations

Kissmetrics on SlideShare

If you have a digital product, you are fully aware that your business is defined by your important behavioral segments. Organizing your prospects and customers around how they interact with your site and product is essential for organizing your growth activities. From an analytical perspective, understanding what makes these important segments tick is crucial for making the decisions that drive their growth. More importantly, however, is the ability to take actions off these groups to actually drive growth behaviors. And this is why we built Kissmetrics Populations. Join us for this webinar to learn all about how to operationalize your behavioral data with Kissmetrics Populations. Specifically, you will learn how to: Create the right Populations for your business Gather important insights about any Population “Operationalize” your Populations to drive growth

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Kissmetrics on SlideShare

How to Kick-Start Your Customer Lifecycle with Email Marketing

Kissmetrics on SlideShare

Are you underutilizing email marketing and marketing automation? The chances are that you're only scratching the surface of what's possible. The customer lifecycle should be your primary focus when looking to communicate with your customers and you need to map out the key touchpoints to effectively target customers with relevant messages and offers. 99% of retailers are merely doing the basics with email marketing automation. In this webinar, Philip Storey, Founder and CEO of Enchant Agency, will show you how to kick-start your customer lifecycle with email and help you become one of the 1% winning at email marketing. You’ll learn: The fundamentals of the customer lifecycle Why email marketing is still the most effective channel for nurturing customer relationships The importance of really listening to your customers How to map out your customer lifecycle for email How to create new interactions that generate revenue and improve the customer experience Great lifecycle email examples from top brands across different industries

Get on the bus with your prospects and join their journey to become your cust...

Kissmetrics on SlideShare

Getting your prospects to pay attention is one thing and getting them to buy is a long way from that. Understanding the customer journey and reacting in the right way, at the right time is key to solid customer acquisition. In this webinar, you'll learn how to use Kissmetrics to spot key trends in the journey, define segments that matter and target those segments with the right messages at the right time--to win their business. You’ll learn how to use Kissmetrics to: Segment your audience to focus on the prospects that matter the most Target your best segments with the help of Kissmetrics Engage your best segments at the most impactful time to win their business

The Ultimate Growth Marketing Stack

Kissmetrics on SlideShare

With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale. Join Kissmetrics and Effin Amazing in this upcoming webinar to learn: The tool stack that drove record-breaking growth for Effin Amazing's clients How to integrate your stack for maximum marketing impact and minimum effort Cool stack use cases including data enrichment, lead scoring, and workflow automation

The top 3 ingredients to drive more sales through video marketing

Kissmetrics on SlideShare

Video marketing is the most effective form of online advertising and can be a powerful driver for your sales organization. In this webinar, Charlotte Broadbent, the Director of Marketing at Lemonlight, will demonstrate the tops ways to successfully use video to guide your consumers through the sales funnel and the analytics you need to pay attention to. You'll learn: Top three ingredients to include in your video to turn website visitors into customers The KPIs you need to focus on to measure your success throughout your sales cycle Average engagements rates when using a video instead of text Which types of videos are most successful throughout your buyer's journey

How to identify your highest impact growth opportunities

Kissmetrics on SlideShare

In many ways, customer engagement has become the most important metric for any modern software business. Not too long ago the software marketers job was to optimize the funnel for impression, traffic and pipeline generation and it usually ended when a sale closed. Corks were popped and parties were thrown. But to a modern software marketer, this old funnel looks like something out of Mad Men. Today the modern marketer or growth hacker needs to optimize the funnel for lifetime value. And it requires a dramatically different process and approach to growing your business. In this webinar, Sean Ellis and Brian Kelly will be showing you how to: Find you North Star Metric, which will help you increase true value to your customers Identify your greatest opportunities for sustainable growth Set up a growth process based on experimentation Analyze your customer behavior and increase customer engagement

E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...

Kissmetrics on SlideShare

If you’re like most e-commerce owners, you’re familiar with popups. And if you are, chances are you’re using them to capture and convert more leads for your site. But did you know there’s a much more effective way to use them? In this exclusive training, Emil Kristensen, CMO and Co-founder at Sleeknote will walk you through how many of biggest movers and shakers in e-commerce are using popups to increase revenue—and how you can, too. You’ll learn: How one e-commerce site increased their opt-in rate by 512.5% (that’s not a typo) A simple but powerful way to turn casual site visitors into happy customers (hint: it involves your checkout.) How to design intelligent popups that guide your visitors to EXACTLY what they’re looking for on your site (a previous attendee said “it’s like having a virtual employee.”) What to NEVER do when using popups (if you get this wrong, Google will penalize your site) How to gently nudge site visitors to make better purchasing decisions using “page-specific popups.” (Once you see what others sites are doing, you’ll NEVER go back to your old way of using popups.)

Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...

Kissmetrics on SlideShare

You’ve been at this content thing for a while and you’re busier than ever. But your traffic is stuck at the same levels. You’re working more for the same results you got last year. It’s time to adapt. To go beyond the basics. To take a more advanced approach to your content. We’re going to teach you to get more traffic in less time. Turn your day-to-day email communication into high ranking articles Delegate using tools, outsourcing and virtual assistants Get your older content to rank like champions Find the pages on your site that are already ready to rank This presentation is really for marketers with 5+ years of content marketing experience. But beginners will get value too. If you know where you’re going, you’ll get there faster. Plus, we'll be giving away 5 copies of Content Chemistry to webinar participants. This is the illustrated handbook for content marketing. Here's why content marketers call it the "must-have guide to content creation" "Andy’s approach to content creation is extremely practical; he teaches how to create brand-building and customer-converting content as efficiently and as cost-effectively as possible. I highly recommend Content Chemistry to anyone who needs new ideas for growing revenue and brand awareness through digital channels."

7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...

Kissmetrics on SlideShare

We all want that insight that will 2x our revenue or bump up our conversion rate by 20%. Before you can get that though, you need to have accurate data that you can actually trust. In this webinar, Ruben Ugarte, founder of Practico Analytics will show you the most common mistakes that companies make when they are setting up their analytics tools. Some of these mistakes might not seem important in the beginning but they will become obvious 6 months after your implementation. You'll learn: Why you need a plan before you ever write a single line of code and how skipping this almost guarantees you will fail. How a little detail like event names can make your data a joy or a pain to work with. Why adding more tools isn't always better despite how fun it may seem.

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Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity

1. Logos, Brand, and Underpants: One Startup’s Journey to Finding Their Visual Identity ROBERT J. MOORE, CO-FOUNDER & CEO OF RJMETRICS

2. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen ROBERT J. MOORE Co-founder & CEO, RJMetrics @robertjmoore

3. #KissWebinar @Kissmetrics #KissWebinar @robertjmoore

4. 3 WHO WE ARE At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBI RJMetrics Pipeline

5. 1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants 2 3 3 WHAT YOU’RE GOING TO LEARN

6. WATCH WEBINAR RECORDING NOW

7. Company DNA EVOLVING A VISUAL IDENTITY

8. 3 WE LOVE DATA We are 130 people who are crazy… about data.

9. 3 HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea

10. 3 BUT WHAT HAPPENS WHEN YOU GROW?

11. FONTS Everything Breaks

12. 3 WHAT BREAKS?

13. 3 WHAT BREAKS? ü Communication

14. 3 WHAT BREAKS? ü Communication ü Management style

15. 3 WHAT BREAKS? ü Communication ü Management style ü Recruiting ü Compensation

16. 3 WHAT BREAKS? ü Communication ü Management style ü Recruiting ü Compensation ü Workflows ü Office space ü Visual identity?

17. 3 WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.

18. 3 RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.

19. 3 SO WHAT WAS OUR DNA?

20. 3 FRUGALITY

21. 3 FRUGALITY. TO A FAULT.

22. 3 FRUGALITY. TO A FAULT.

23.

24. State Prison County Prison

25. $400/mo? Sold! State Prison County Prison

26.

27. Clown Tie Wrinkled MC Hammer Pants

28.

29. Act I: Outsourcing

30. 3 FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?

31. 3 FAKE IT UNTIL YOU MAKE IT You buy it! …but what if you’re a broke company?

32. 3 FAKE IT UNTIL YOU MAKE IT You outsource it!

33.

34.

35.

36.

37.

38.

39.

40.

41. 3 2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”

42. 3 MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.

43. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING

44. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads

45. 3 MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads

46. 3 WE MOVED TO PHILADELPHIA

47. Act II: Hired Guns

48. 3 MEANWHILE...(STILL NO DESIGNER ON STAFF)

49. 3 BORROWING FROM OUR MENTORS

50. 3 IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”

51.

52.

53.

54.

55.

56. 3 SELF ANALYSIS

57.

58. Act III: Identity

59. 3 FRUGALITY BECOMES EFFICIENCY DNA MUTATION

60. “We need a new visual identity.”

61.

62.

63.

64.

65.

66.

67.

68.

69.

70.

71. Risky click of the day…

72. Risky click of the day…

73.

74.

75. Google customer survey results:

76. Google customer survey results:

77. 3 WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?

78.

79.

80. 50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value

81.

82. A Secret Society…

83. A Secret Society…

84. A Secret Society…

85.

86. 3 HACKATHONS ARE FOR HACKING!

87. Epilogue: Dodeca Pride

88.

89. 3 IDENTITY IS A PART OF CULTURE Inputs: •  How people treat each other •  Your core values Outputs: •  Perks •  Identity

90. 3 3 REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY 1.  Industry-leading businesses in every vertical are now using UX as a point of differentiation and competitive advantage 2.  Visual identity is an output of culture, and that culture will be the biggest driver of the talent you retain and hire 3.  A strong visual identity requires a deeper exercise around your company’s mission and values. This exercise will pay dividends far bigger than just a nice logo.

91.

92. Doubling Every Year = Perpetual Newness

93.

94. 3 WHO WE ARE At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBI RJMetrics Pipeline

95. ROBERT J. MOORE Co-founder & CEO, RJMetrics @robertjmoore rmoore@rjmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Identity

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