How 2 inbound marketing guys generate 4 million trials per year.

1. Global Marketing done Locally
SebastianVikkelsøe-Engelbrecht, CSO
SimpleSite.com
Sebastian@SimpleSite.com

2. It’s Free
but we make a bit of money
from Premium upgrades
2SimpleSite Business model

3. Self-fueled Marketing Budget
3MAXIMUM LifeTimeValue – LOWEST possible cost
Extreme focus on ROI
Data Driven

4. 4Being Local
Acqusition by
Partner Model
White Labels
& Engagement Banners SEM (AdWords)
Going Global
AdWords
Bing
Yandex
Baidu
Etc.
(+ Social,Affiliate and SEO)

5. KnowYour LTV and
Delivery Costs
5DOTHE MATH
Determine and
(decide) you
Profit Margin
Identify LTV
differentiations
from Overall LTV
Profit Margin = LTV – CAC – Delivery Costs
Know and
(determine) your
CAC

6. If they speak your language and you
can take their money - you can sell
to them.The question is just how
much.
6Execute
We (currently) only use media we
can measure 100% in terms of
effect.
Optimize

7. SimpleSite Acquired Sales
7Execute
Google Bing Facebook Yandex Baidu Affiliate Other

8. 8WINS AND FAILS LESSONS
Affiliate
Affiliate is growing rapidly
as a channel.
FACEBOOK
We got Facebook to ”work” in
2015.
SEM
SEM works very well.

9. 9WINS AND FAILS LEARNINGS
Partnership
We had to suspend our
Partnership activities.
Banners
We have a hard time making
ROI on Banners.
SEO
We’re struggling to get SEO
working.

10. 10TheTeam
Santi
Online Marketing Specialist
Sebastian
CSO and ”Playing Coach”
Interns
4 (paid) part time Interns
(all from CBS).

11. It’s possible to sell on all markets/channels (question is just – how much)
KnowYour CAC and LifeTimeValue (Identify where LTV varies and ”box” it)
Optimize,Optimize, Optimize (and then start all over)
Bonus:
Localizations don’t (necessarily) require full language support (partially translation
might often do the trick)
113 KeyTake-Aways