Marketing & Growth Resources
Week 33 2017
"It’s not a collection of random emails – it’s a funnel.
A paid conversion happens once you’ve convincingly moved a prospect through the 5 primary stages of awareness, all the way to Most Aware.
By the time a trial user started to receive the emails in the Wistia sequence we were optimizing, we had good reason to believe they had strong Product Awareness and were moving toward Most Aware. So the job of the emails was to nurture the prospect the rest of the way.
It was to move the prospect from Product Aware to the far end of Most Aware, where closing happens. That was it."
- Joanna Wiebe, Copywriter and author of "Copy Hackers"
Reading time: 14 minutes
"Every company is a media company these days, and Buffer is no different.
We started the Buffer Social blog in January 2011 and since then it has been a key component in the success of the company. We have published more than 1,000 posts - and we’re honored to receive more than 1.5 million visits every month.
It’s been a long, challenging journey, though. We first hit one million sessions in a calendar month during March 2015 - a full 4 years after launching—and after months of floating around 1.1 to 1.2 million sessions, and struggling to break out, we hit 1.5m sessions in May 2017.
During our journey from zero to more than 1.5 million monthly visits, we’ve learned a ton and would love to share some of our lessons with you today. Ready to jump in?"
- Alfred Lua, Content Crafter at Buffer
Reading time: 11 minutes
"We analyzed the highest trafficked content based on 175,000,000 visitors to find out what type of blog posts get noticed.
We sorted through thousands of these Sumo customer’s most popular articles. Categorized them into 61 different blog post types and filtered them to find the top 10 types of content that drove the most traffic Are revealing exactly how to come up with your next blog post idea that will actually get read. Ready to see what we found?"
Reading time: 17 minutes
"This chapter will show you how to think about PR and a data-driven way to get it done, drawing from my experiences running a mid-size PR agency in Chicago (Walker Sands Communications), spending time at one of the largest agencies in the world (Golin), building a successful PR program at Cisco across hundreds of reseller partners, and serving as a PR and growth consultant for tech startups.
I’ll discuss three companies that have successfully used data to power their public relations, whether they had stats to start with as a natural consequence of running their business, or whether they had to find them. We’ll hear about OnboardIQ, a hiring automation startup, a payroll processing company called SurePayroll (acquired by Paychex), and a venture capital firm focused on artificial intelligence called Zetta Venture Partners. Smart teams from these companies have netted placements in media outlets like The Wall Street Journal, Fortune, CNN, USA Today, Bloomberg, and more."
- Brian Dema, Director of Marketing Strategy at Silicon Valley Bank
Reading time: 27 minutes
"Naomi Ionita, VP of Growth at Invoice2go and formerly Director of Growth at Evernote, joins me to discuss the growth B2B startups that grow more like consumer businesses. We discuss topics like how to monetize your product in general, converting new customers to paying customers, and preventing churn."
- Casey Winters, Growth Advisor in Residence at Greylock Partners
Listening time: 36 minutes
"The second most important metric for every company is a check metric on the North Star Metric. It’s a metric that constrains the NSM and ensures that the NSM grows in a way that is sustainable and creates long-term value.
The NSM and the check metric have an inherent and perpetual tension. The check metric is the yin to the NSM’s yang, and the push-pull between the two is what leads to great companies that maximize long-term stakeholder value.
Every company should therefore have (at least) two top level goals: the NSM and the corresponding check metric.
The check metric goes beyond just outlining a high level goal to emphasizing a key facet of the goal that critically matters to the company. It starts becoming more prescriptive about what actions and strategies create long-term company value."
- Gokul Rajaram, Product Engineering Lead at Square
Reading time: 3 minutes
[Article] Growth Doesn’t Start With Experiments
"It’s easy to draw ideas from a bucket of things that other companies did. Unfortunately for you, other companies are not your company. Their teams made decisions in the context of their company and not yours. You’ll quickly understand this as you watch your exact reproductions return mediocre results.
Growth doesn’t come from reproducing the experiments of successful companies, it comes from understanding relationships.
In my experience, my most impactful learnings emerged from testing the relationships between a segment, an action, and a theme. Those learnings turned into bets the larger business could run with. Once you begin to frame questions in this context, every experiment you run and all research you conduct will have targeted business impact."
- Geoff Daigle, Tech Lead for a Growth Team at HubSpot
Reading time: 5 minutes