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SaaStock 19 - Kieran Flanagan
This document discusses three key choices that can scale or kill a business's growth: 1. Aligning teams around a common language for growth so they can set shared goals and understand each other. 2. Aligning teams around the most significant opportunities for growth by continuously realigning skills and resources. 3. Over-investing in a couple high-priority areas rather than spreading resources evenly, using HubSpot as an example of how focusing resources doubled their search traffic.
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SaaStock 19 - Kieran Flanagan
- 1. KIERAN FLANAGAN @SEARCHBRAT @HubSpot@GrowthTLDR Three Growth Choices that Can Scale Or Kill Your Business Kieran Flanagan @Searchbrat
- 2. What should Italk about at this growth conference?
- 3.
- 4. So many ideas How HubSpotGrew Organic Traffic 120% In 5 Months with 4 Simple Steps. How Mindmeister Grew Organic Traffic By 332% With User-generated Content. How Rocketreach Grew FromZero To One Million Users. How Toggle Grew Their Chrome Extension To 135,000 Users.
- 5. Behind the bravado,growth is a rollercoaster of emotions. Users Time
- 6. During my timeat HubSpot, I've learned growth is about more than tactics, experiments, or hacks. Marketing Hub Sales Hub Service Hub CRM Free Free Paid
- 8. 1. Language Align teamsaround a common language for growth.
- 9. GrowthTLDR - EP46 “NOONE TEAM CAN DRIVE REAL GROWTH.” - MAYUR GUPTA (CMO @Freshly) Marketing Product Sales Breakthrough Growth
- 10. Teams need acommon language to describe goals.
- 11. Things can godrastically wrong when people misunderstand each other.
- 12. Sparketing Model Set teamgoals and commitments to each other.
- 13. First, agree on howyour model will work.
- 14. Fi t Interest Product Onboarding Touchless Touchless User SuccessCoach Email, Live Chat All teams should agree on what the user experience will be.
- 15. Fi t Interest Users Touchless (no sales) Touchless (no sales) PQLs Andagree how it will generate revenue for the business. ** Sample Model =
- 16. An SLA creates accountability betweenteams. It spells out who is responsible for what.
- 17. Marketin gNumber of Users/ PQLs / Revenue Sales Speed and depth ofaccount follow -up Product Activation Rate,Revenue Marketing Number of Signup Sales Speed, depth of follow ups, Touched Revenue Product Active Users, PQLs,Touchless Growth (Tools, Data)
- 18. ReverseEngineer Reverse Engineer Funnel Thisis fake data
- 19.
- 20. 2. Team Align teamsaround most significant opportunities for growth.
- 21. At some pointin the company's growth, team structure becomes the most impactful growth lever.
- 22.
- 23. Cross-team Alignment You shouldcontinuously look to realign skills and resources around your most significant opportunities.
- 24. GrowthTLDR - EP46 ATAIRBNB, WE REALIZED OUR BEST PATH TO GROWTH WERE CROSS-FUNCTIONAL TEAMS DEDICATED TO A PROBLEM. - LENNY RACHITSKYR
- 25. SEO Specialist Content AnalystDeveloper Designer Growth Marketer PM Engineering UX Design Cross Functional Teams Drive Real Growth Improve Onboarding by 5% Double Organic Traffic
- 26. WARNING! cross-team alignment doesn'thappen overnight.
- 27. The first timeyou create ownership of metrics could be FIRE!
- 28.
- 29. Yo, every teamfeels like it's on
- 30. Marketing Signups, PQLs, Revenue ProductFunnel Users -> PQLs -> Revenue Content Funnel Leads -> MQLs -> Revenue Marketing Leads, MQLs Product NPS Sales Speed, depth of follow ups, Touched Revenue Product NPS Sales Speed, depth of follow ups, Touched Revenue
- 31. + + It's whythis stuff matters. The Model Ownership Fit Interest Marketing Product Sales SLAs Growth Users Active Users PQLs Touchless (no sales) Touchless (no sales)
- 32. 3. Prioritization Over-invest ina couple of things vs. spreading equally across everything.
- 33. Peanut Butter is yourenemy!
- 34. The HubSpot LanesModel Full Resources Full Resources Self Sufficient
- 35. Doubling Search Traffic Howdid we near double search traffic in under 16 months?
- 36. Jan-2106 Feb-2016 M ar-2016 Apr-2016M ay-2016Jun-2016 Jul-2016Aug-2016Sep-2016O ct-2016 N ov-2016 D ec-2016 Jan-2017 Feb-2017 M ar-2017 Apr-2017M ay-2017Jun-2017 Jul-2017Aug-2017Sep-2017O ct-2017 N ov-2017 D ec-2017 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Growth was flatfor a sustained period. Maybe we hit the ceiling of that channel? Data from SimilarWeb.com
- 37. But, after properanalysis, we realized there was a lot of growth left, we needed to swing bigger.
- 38. We want towin the minds of customers. We create informative content that helps them get better at their jobs. We realigned our content strategy around hearts and minds. We want to win the hearts of customers. We create content that connects with customers emotionally on topics they care about.
- 39. Search Insights Report(SIR) A framework for identifying what content to created based on keyword insights. We created two near-identical playbooks to create editorial calendars for each content type. Buzz Insights Report (BIR) A framework for identifying what content create based on engagement insights.
- 40. SEO Specialist Content AnalystDeveloper Designer Wecreated a full-stack search team to run a series of playbooks to grow traffic.
- 41. Quarterly SIR Find newkeyword opportunities, flag existing keyword opportunities, flag existing URL opportunities Publish SIR Blogging team take SIR and turn it into amazing content Historical Optimization Flag blog posts that drop in traffic, and automate reason why (competition, intent)
- 42.
- 44.