While some companies build marketing machines across a plethora of channels, others choose to "own" one channel deeply. Hiten Shah, CEO of Quicksprout, walks through his experience with building a content machine across Crazyegg, Kissmetrics, and now Quicksprout for long term SaaS growth.

1. Building a Long Lasting
SaaS Top of Funnel
Hiten Shah
hnshah@gmail.com

2. 1. Why you should love TOFU
2. The KISSmetrics content marketing secret
3. 7 key content marketing lessons I’ve learned
What’s in it for me? (WIIFM)

3. HTTP://KISS.LY/MKTFUN

4. Evolution of Channels

5. There is a pa ern here!

6. Minecra !!!

7. Just like humans,
Everything gets old and dies :(

9. top of the funnel

10. The Product Experience
Influences Word of Mouth
PRODUCT TOFU

11. Outbound Sales & Customer Referrals
Finds Customer You Can Help
SALES TOFU

12. Content Marketing & Branding
Brings People to You
MARKETING TOFU

13. Content Marketing

14. HTTP://KISS.LY/MKTFUN

15. HTTP://KISS.LY/MKTFUN
people

16. The best way to build a
long-lasting top of
funnel is content
marketing.

17. We have to be clear about what we
want people to remember about
us.
Steve Jobs

18. Our B2B Businesses Have Had
83,232,461
Visits Since 2003 Because of Content Marketing

19. THEKISSMETRICS
CONTENTMARKETINGSECRET
MARKETING 101

20. WHOAREYOUR
Customers?
MARKETING 101

21. WHEREDOTHEY
HangOut?
MARKETING 101

22. HOWSHOULDYOU
Engage?
MARKETING 101

23. $7.35
COST PER SIGN UP
MARKETING 101

24. ONLINEMARKETERSARE
OURCUSTOMERS
MARKETING 101

25. THEYWEREHANGINGOUT
ONTWITTERUSINGTHE
HASHTAG#MEASURE
MARKETING 101

26. WESTARTEDTOSHARE
USEFULLINKSFORTHEM
ONTWITTERUSINGTHE
#MEASUREHASHTAG
MARKETING 101

27. ContentMarketing
LESSON 1
Content = Marketing

28. You already create lots of content

29. The art of marketing is to
create better content.
The science helps you
measure its performance.

30. January 2015
1,876companies
January 2014
947companies

31. Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS

32. Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM

33. Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM

34. Increase Conversions
By A/B Testing
Do a Happy Dance
But Watch it Closely
Get More Traffic
So You Can Start A/B Testing
Get More Traffic
So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve

35. LESSON 2
People ignore ads but
they love great content.
They’ll even search for it!

36. SIMPLE RULE OF CONTENT
Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS

37. Companies that published 16+ blog posts
per month got almost 3.5X more traffic
than companies that published between
0 - 4 monthly posts.
HTTP://BLOG.HUBSPOT.COM/MARKETING/BLOGGING-FREQUENCY-BENCHMARKS

38. 30+ marketing guides

39. 70+ webinars

40. LESSON 3
CONTENT MARKETING CAN BE
REVERSE ENGINEERED
And imitated too!

41. SIMPLE RULE OF MARKETING
Figure out what’s working.
Do more of it.

42. Figure out what’s working.
for others
Imitate it.
but don’t rip it

46. LESSON 4
HEADLINES ARE
EVERYTHING!
They get people to click.

47. 8 out of 10 people will
read your headline, but
only 2 out of 10 people
will read the rest of
your post.
HTTP://KISS.LY/HEADLINEFORMULA

48. ✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headlines that match your content
✓ Odd numbers perform be er than even ones
✓ Aim to have six words in your headlines
✓ Avoid words that have multiple meanings
✓ Include power verbs and interesting adjectives
Tip For Be er Blog Headlines

49. FIVE SHOCKING FACTS
THAT WILL CHANGE YOUR
ENTIRE APPROACH TO
SOCIAL MEDIA

50. ✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headlines that match your content
✓ Odd numbers perform be er than even ones
✓ Aim to have six words in your headlines
✓ Avoid words that have multiple meanings
✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire
Approach to Social Media
5/7

52. LESSON 5
Organic Search is the TOP traffic
source for content marketing

53. Content Marketing

54. SEO vs Content Marketing

55. Where traffic came from for five popular blogs
1%5%
10%
4%
21% 58%
6%
7%
29%
18%
39%
3%5%
5%
11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%
8%
9%
15%
64%
A B C D E

56. A couple of outliers
1%5%
10%
4%
21% 58%
6%
7%
29%
18%
39%
3%5%
5%
11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%
8%
9%
15%
64%
A B C D E

57. 60+ infographics

59. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

60. HTTP://OPENSITEEXPLORER.ORG

61. HTTP://OPENSITEEXPLORER.ORG

62. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

64. LESSON 6
CONTENT HELPS YOU
TELL YOUR STORY

65. When things are bad :(

66. When you want to share customer successes

67. When you’ve got a new feature =)

68. LESSON 7
CONTENT CREATES CONVERSION
OPPORTUNITIES
Which leads to sustainable growth!

69. 30+ marketing guides

71. 70+ webinars

73. 1,145% Increase in Trial Signups

74. KISSmetrics.com Visits and Signups

77. 33% Increase in Signups from the blog!

78. For KISSmetrics, Crazy Egg and Quick Sprout
content directly leads to…
Newsle er Subscribers
Webinar A endees
Website Visitors
Trial Signups
Downloads
Backlinks
Brand
And so much more…

79. And we aren’t the only ones!!!
37signals
Buffer
Groove
Help Scout
HubSpot
Intercom
Moz
Price Intelligently
Wistia
And many many more =)

80. Thank you =)
How may I help you? (Email me any time!)
hnshah@gmail.com
Hiten Shah