SlideShare a Scribd company logo
The Marketers
Guide to
Growth Spurts.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanaganhubspot.com
Signup for Growth TL;DR
“The best monthly tips, chosen by
experts, with the important parts
highlighted to help you put those
tips into action”
>> HTTP://BIT.LY/LEARNGROWTH <<
Why should
marketers care about
growth hacking?
Growth hacking
is a mindset
more than a
toolset.
@danmartell
For marketers focused on
growth, both the opportunities
and challenges have never
been greater.
It’s a lot like money
Making your first million is the hardest
(so I hear)
Once you’ve an
established audience
it’s a lot easier to
make new things
successful.
#5 iTunes Podcast - Business
So, let’s talk about GROWTH
Marketers Guide to Growth Spurts
Goals &
Target
Insights Experiment Promote
Like Hell
As a marketer, your goal
should always begin with a
question.
Who is your dream customer?
And what problem does your
service or product solve?
Slack is one of the fastest
growing B2B companies of all
time.
With a goal of solving
information
overload in the
office.
Most knowledge workers lose
28% of their day or 2.1 hours
to constant interruptions 
Slack’s customers don’t know
a solution exists.
Our job is to
understand what
people think they
want and translate
the value of Slack
into their terms
@Stewart, Co Founder of
Slack
Uber is valued at $41 billion,
and is still a privately owned
company.
Their goal was to simply transform the
experience of getting a taxi.
They started by giving
free taxi rides at tech
conferences in San
Francisco.
The experience was so good that word
spread.
In HubSpot our goal is to help
businesses grow.
We’re obsessed with solving
the goals & challenges of our
customers.
It has helped us to grow pretty quickly
as well.
Over 15,000
customers and
counting!
Growth spurts happen
when you understand the
goal of your product or
service and educate your
ideal customer on how it
solves their problems .
@Searchbrat
Growth hackers focus on clear targets
“We set our goal for
the year to getting
3,333 customers for
our new course” –
Noah Kagan
Small marketing teams usually
try to focus on too many targets
at once.
Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQL to Customer %
When HubSpot launches in a new
country our initial focus is traffic &
subscribers.
It helps us focus on the right targets as we
scale.
Big marketing teams usually
spend too much time on “best
practice” and “strategy”.
Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQLto Customer %
Growth spurts need
constant execution
against measurable
targets.
@Searchbrat
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
Here is a dirty little secret …
… not everything a marketer
does will work.
And sometimes what works surprises
us
But we can stack the cards in
our favour by validating ideas
before they ever go live.
Subbuteo first promoted their game in
Boys Own Paper in 1946.
The game didn’t exist, but they still got
2,000 orders.
Today, it has never been so
easy for marketers to validate
their ideas.
Get a list of your competitors with
SEMRush.
Find what’s already been successful with their
audience.
Find what’s already been successful with their
audience.
Setup content alerts for competitors.
Setup content alerts for competitors.
Setup content alerts for competitors.
It’s harder to attract a link than a social share.
It’s harder to attract a link than a social share.
You can do this for a particular domain.
Have people left feedback on how
that content can be improved?
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
It means they’ve f**ked up a
lot.
Experiment with headlines.
“On the average, five times
as many people read the
headline as read the body
copy. When you have
written your headline, you
have spent eighty cents out
of your dollar.” – David
Ogilvy
We can see what’s working for competitors.
Leverage the Curiosity Gap.
Too vague, and I don’t want to click:
Mitt Romney Says Something Bad, Again
Too specific, and I don’t want to click.
Mitt Romney Says, “I Want The Middle Class To Be Tied To
The Roof Of My Car.”
Ergo …
You Will Not Believe What Mitt Wants To Do To You.
From: Upworthy Slideshare
Create variations of your headlines for
both the blog and different social
networks.
Test on social media before your main “push”.
Make your content more shareable.
Make your content more shareable.
There is a 19% increase in
retweets when you include
a quote.
Make your content more shareable.
There is a 17% increase in
retweets when you include
a stat.
The Pop Up is back
The YES or NO Persuasion Technique.
The YES or NO Persuasion Technique.
The Content Upgrade from Brian Dean.
Try Longer-Form Content
SERPIQ study found the average content
length for a web page that ranks in top
10 is 2000 words.
From looking at our own
blog posts we’ve found
longer posts have a
positive impact on traffic.
And the number of social
shares they receive.
And the number of links
they receive.
The Mini Case Study
“Digging deep into data by
scraping, cleansing and
structuring it, filtering by
mining for specific
information, visualizing and
making a story.”
Take a topic that performs well, add real data &
actionable takeaways
Create 10X versions of content that has already
been successful.
Create awesome tools for your audience.
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
Here comes the quick-fire
round.
Use Snip.ly to steal borrow other
peoples content for your own gain
Find trending content in your industry
Share it and send traffic back to your
site
Or even better, start a FIRE.
Create a social calendar based on
when your social followers are most
active.
Followerwonk can find the times your
Twitter followers are most active.
Use Facebook insights to find days and
times your fans are most active.
Schedule your social updates when your
followers are most active.
Using the correct dimensions for images will
help increase engagement on your updates.
Tweets with visuals have 5x
more engagement when
compared to text-based tweets
Promote your content to an existing
fanbase
Who has already shared
content like this?
Who has linked to content like this?
What sites already have an audience for this topic?
Finding email addresses has never been so
easy
Is your content newsworthy?
Build a list of journalists interested in your
topic.
Now go forth and GROW!
Goal &
Target
Insights Experiment Promote
Like Hell
Get in Contact.
Twitter: @searchbrat
LinkedIn:
linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran
Flanagan:

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Marketers Guide to Growth Spurts

Editor's Notes

  1. My name – blah Today I’m going to be talking all about growth. If you’re marketer tasked with growing a company, what are some of the things you should be thinking about to hit your goals/targets.
  2. For us marketers who are focused on growth, big is always better and there have never been so many opportunities and challenges to grow a company We have access to all this content that can give us great tactics on how we can grow faster, and lots of marketing tools to help us do it. But our competitors have access to the exact same things. Competition for audience has never been so fierce.
  3. Really audience acquisition is a lot like trying to acquire money
  4. Making your first million is the hardest, or so I’m told. Once you’ve made that first million, you can start to leverage that money to make wise investments and add further millions.
  5. It’s just the same as growing an audience, once you have an established audience, it’s easier to do new things, make them successful and keep growing
  6. A good example of this is HubSpots new podcast with our CMO Mike Volpe. It’s a great podcast, and we could leverage our current audience to help us launch it and within a couple of weeks it was the 5th most popular business podcast. That podcast is now helping us to attract new people, it’s helping us to grow our audience even further.
  7. Ok, so let’s talk about growth, here are some of my thoughts on what’s important to acquire an audience for your brand and to use it wisely.
  8. For me there are really 4 key components of a strategy that will lead to regular growth spurts for your business. You need to have the right goals and understand what metrics you’re prioritizing You should always be gathering insights from both your competitors and market in general to help you come up with ideas on what you should be doing to grow your audience A really key part of growth is experiments. You should always be experimenting with new tactics, figuring out what’s not only going to help you grow faster, but are things your competitors are not doing. If you’re just doing the same things as your competitors the winner will always be the one who started first. There is always a big advantage in being an early adopter. And the last part of this, which is obviously pretty important, is the promotion.
  9. As a marketer your goal should always being with
  10. Who is your dream customer. Who is the ideal fit for your product or service.
  11. And what problem does your product or service actually solve? How is your product going to make their life better. Understanding these things is at the heart of how some brands are able to grow so fast.
  12. For example Slack is an instant messaging application and is one of the fastest growing B2B companies of all time. They’ve just opened offices in Dublin
  13. They’re growing really fast. They have well over 500k customers, I think over 170,000 paying customers. They’re adding 1 million in ARR every 11 days. ARR is annual recurring revenue.
  14. Their goal is to simply solve the problem of information overload in the office. This is a problem I’m sure we all experience.
  15. We lose so much time to interruptions in the office, most of it coming from email. 28% of our working day, which is about 2.1 hours is actually lost to these interruptions
  16. The interesting thing about Slacks business is their customers know they have this problem, but have no idea that a solution exists. For the most part Slack isn’t competing with other companies.
  17. Instead they see their job as understanding what people think they want and translating the value of their product into their terms. They understand the goal of their company and the problem they solve for people who use it.
  18. Their goal was to simply transform the experience of getting a taxi. Traditionally getting a taxi was a nightmare, standing out in the rain, trying to find one, not having the cash to pay for it. All these things that used to be so frustrating about getting a taxi were solved by being able to do it all through a simple app.
  19. When Uber first started they gave away free taxi rides to people at tech conferences in San Fran. They knew these were the type of people who would share their experience if it was a good one.
  20. And that’s what happened, these people loved the experience so word spread. Again a company rallying around a very specific goal and finding the right people to share that with.
  21. In HubSpot our goal is to help both marketers and sales people grow their business
  22. We’re pretty obsessed with solving the goals and challenges of our customers.
  23. Everyone in HubSpot understands their goals and challenges, and how HubSpot helps to solve them. This is Marketing Mary, she is one of our buyer personas. Describe buyer persona. Everyone from the marketing team, to sales teams to services teams knows our different buyer personas and how our product helps them.
  24. And like the previous two companies, this approach has also helped us grow pretty fast as well.
  25. Growth spurts don’t happen unless you understand the goal of your product or service and educate your customers on how it will solve their problems, in their language.
  26. Once you understand your goal, you want to focus on the right targets
  27. The problem I see with small marketing teams is they try to focus on too many targets
  28. This is a typical B2B marketing funnel and the different metrics you can be accountable for, <explain metrics> If you have a relatively small marketing team, you can’t try focus on all these at once. You need to pick a couple that will help you grow.
  29. When we launch in new countries, we really only focus on traffic and blog subscribers initially.
  30. We launched in both Spain and Germany last year, this helps us focus on the right targets as we scale our company in those countries. It sets us up for success.
  31. What I see big marketing teams do is spend too much time worrying about best practice or coming up with 12 month strategies, which are for the most part, totally pointless.
  32. What they should be doing is executing against measurable targets. At all times you want to spend the majority of your time actually executing on marketing, instead of coming up with big complex plans.
  33. For growth spurts to happen you really need constant execution against measurable targets.
  34. In HubSpot we use trello to plan out our goals and targets across each month.
  35. We use a traffic light system to keep us on track. Green is everything is looking good for us to achieve that goal and target Orange is, we could have a problem hitting this, we should really talk about it And red is, we are definitely going to miss this, let’s figure out why and make sure it doesn’t happen again.
  36. The next part of our growth plan is around acquiring insights from both our competitors and market in general to figure out what we can do to grow our audience.
  37. Here is a dirty little secret about marketing
  38. Not everything we do actually works.
  39. And sometimes what works does surprise us. Back in day myself and my brother had a affiliate site selling sneakers. We ranked pretty well in Google for different brands but we wanted to get a second listing ranking as well, so we decided to leverage Youtube. Our videos of us trying on shows got over 1.6 million views to day. That site was sold a long time ago.
  40. When marketing some of the things we do won’t work and what work may surprise us, but we can definitely stack the cards in our favor by doing some work to try validate our ideas before they ever go live.
  41. There is nothing new about trying to validate your ideas before acting on them. One of my favorite stories on this is from Subbuteo. It’s a popular table soccer game. The game itself was first promoted in a magazine called Boys Own in 1946
  42. They managed to get 2,000 orders for a game that didn’t even exist. They actually created the game in 1947 to fulfill those orders and went on to create a really successful company.
  43. For marketers today it has never been so easy to validate their ideas.
  44. It makes it really easy to figure out who your competitors are. This is a really great feature. It will create this table of who it feels your competitors are and show you things like the number of keywords you have in common, these are keywords you are both ranking in the top 20 for. This SE keywords are keywords they are ranking in the top 20 for and are creating traffic for their site. Really great information for us to know.
  45. Once you’ve gathered those insights, you want to leverage all of that knowledge to start experimenting with different tactics to grow your audience Experiments mean we want to always look for new tactics that can help us grow faster than our competitors.
  46. I really like this quote from Niel Bohr, who was a famous physicist, on experiments. “An expert is a person who has found out by his own painful experience all the mistakes that one can make in a very narrow field.” What that really means is ….
  47. They screwed up a lot . This is a really important part of being a marketer. As we said earlier, not everything we do will be successful. But it’s important to constantly test new things. We want to find new tactics we can leverage to outgrow our competitors
  48. The last part of your growth plan is to get really good at promoting. Promotion has never been so important. As competition for audience get’s more fierce, your ability to promote the things you do will play a massive role in how successful you are.
  49. Ok, so we haven’t much time to cover promotion, here are some quick fire tips.