Newsletter
W5

An other week, an other great newsletter. If you have missed last week newsletter, check it out.

I'm a twitter fanboy. I don't tweet much but I have followed great people over the years. Most of the resources I share in this newsletter comes from Twitter.

I wanted to share a quick sample of tweets I liked this past week:

"Only 2 trending indicators I've observed in entrepreneurial success: 1. Speed (of execution) 2. Reading (learning from others)" - Ryan Kulp, Co-Founder at Fomo (See tweet)

"The experts in most professions plateau after a while. I can vouch for it in software engineering and in startups. This is good news for beginners. It means no matter how late you start, you can catch up. Keep learning, don't stop, don't get comfortable. 🎓" - Courtland Allen, Co-Founder at IndieHackers (See tweet)

PS - Please reply to this email and let me know if you want me to share interesting tweets like the one above every week.

Happy learning 📚

- Maxime Salomon, Founder/CEO at Croissant


Resource of the Week

[Article] How AdRoll's Growth Team Uses Appcues to Onboard and Retain Over 35,000 Users

"Because the growth team was able to do this without having to ask for involvement from design, engineering, or analytics, each team at AdRoll had the time and resources they needed to keep working efficiently. At first, AdRoll was able to use Appcues to test out small changes to their onboarding flow that increased user adoption for specific integrations and features. But to achieve their goals of helping and retaining customers, AdRoll has looked for broader, more holistic ways to optimize their customer experience for self-serve users.

Instead of looking at specific instances and creating points solutions, they're focused on driving three main metrics: 1. Onboarding 2. Upselling 3. Retaining

According to Peter, when it comes to driving product growth, “Appcues fits perfectly across these three metrics.” The team has found ways to implement Appcues experiments and make optimizations to drive all three of these metrics—so that they're promoting growth at every stage of the customer lifecycle. "

- Katie Adams, Senior Product Marketing Manager at Appcues

Reading time: 6 minutes


Growth Resources

[Podcast] Siqi Chen, former VP of Growth at Postmates, on scaling a growth team

"When I started there was just a consumer product team, and there was a growth marketing team that was mostly marketing. What I quickly realized as I was running the consumer product team was that we didn’t have very good visibility into user behavior.

The amount and quality of instrumentation weren’t quite there, so the growth team really started as the growth engineering team. It was myself, a PM, an analyst and one engineer for the first three months, and we had to lobby pretty hard to start the team. We just tried to fix data, so we put together a growth marketing stack and an analytics stack. We tried to validate every single event that a user could possibly do. For a few months it was a struggle, because we had a team called growth, and we weren’t growing anything, which you can imagine is not the best place to be when you just joined a company. We tried to validate every single event that a user could possibly do.

Once we instrumented most of the customer events and we can see where we are, and what people are doing – as you can imagine if the data wasn’t quite good before – there’s probably a ton of low-hanging fruit.

We started chopping that low-hanging fruit down on the sharing side and on the onboarding side and it was very significant. Through that you get a little bit more credibility and trust with executives. That’s how growth marketing was folded under growth. Then performance acquisition was folded under growth and we became a proper growth team as opposed to just a growth engineering team. "

- Siqi Chen, Former VP Growth at Postmates

Listening time: 31 minutes

[Article] The Role of SEO in Growth

"SEO teams are part of a growth organization to drive additional (free) traffic & visibility in organic search to boost the business. They apply content/link/keyword research, technical audits, content creation and the ability to do massive PR/Awareness/Brand campaigns to help boost this. The best SEO teams are formed by being cross functional (designer, content, SEO, engineer).

The most support they’ll need is from tools, budget and from their C-level (top down). With all of this they can do a great job in helping you create beautiful new products, run experimentation and apply massive data sets on helping to grow the business. They’re not focused on old school SEO: chasing links, creating scrappy content. But by supporting other teams and leveraging their ideas to build out new ways to boost organic search visibility.

- Martijn Scheijbeler , SEO Manager at Postmates

Reading time: 11 minutes

[Article] Does a North Star Metric Oversimplify Growth?

"I define a North Star Metric (NSM) as the single best metric for tracking accumulated user value for a product over a time period. In other words, it is a company-wide metric for tracking sustainable growth. The concept of One Metric that Matters (OMTM), as I understand it, is not the same thing as North Star Metric. I first learned about OMTM from the book Lean Analytics by Alistair Croll and Ben Yoskovitz.

They define OMTM as the “one metric that matters — right now.” In other words, what is the one metric that is most broken at this moment in the company or for a given team? I think this is a useful concept to bring focus to a team. But without combining it with an NSM it can lead to some potentially haphazard chasing of metrics. North Star Metric is important because without expanding value, growth of any other metric is unsustainable. "

- Sean Ellis, CEO/Founder at GrowthHackers

Reading time: 6 minutes


Marketing Resources

[Article] Why The Second Fastest Growing SaaS Company Is Running Weekly Webinars

"According to Phil, Intercom runs three types of webinars, each with different goals. He explains them as follows:

1. Product-agnostic – “These usually have one of our founders or directors chatting with someone who is not from Intercom about a SaaS topic which both will be well-versed on and should be of interest to existing customers and non-customers alike.”

2. Product specific – “These are targeted at existing customers who have not yet used (or are not getting enough value from) features they already have access to in products they already own. There’s no real upselling element to these; people are invited if they have product X for a certain amount of time, but have not used feature Y. We want people to get value out of Intercom; word of mouth is the strongest form of marketing out there.”

3. Announcements – “We also occasionally have run webinars to announce new features, like a new integration or product feature. These again can be either marketed to existing customers who will benefit from the feature, or new prospects who might also be interested from lead generation channels.”

- Lucas Johnson , Director of Marketing at Demio

Reading time: 13 minutes

[Article] How New Startups Can Win at PR — Advice from a 20-Year Comms Career

"The first step many founders think to take when they are in need of media coverage is to hire a PR agency. But most of the good ones want a $20K a month minimum retainer fee. There are options for companies who aren’t ready to shell out for this, Carmichael says. One option is to invest time in your own execution. Particularly if you're at an enterprise company, or not needing to get a huge press round to reach your goals, you can run your own PR strategy. Her key guidance: Think about PR the way you think about product.

This Brand Strategy Can Make Your Startup Look Bigger Than It Is “People develop products to create a solution to a problem,” she says. “So ask yourself: What do the customers for your solution really need? What’s the language that they speak (i.e. what is in their regular vocabulary)? What’s going to resonate with them? You would evaluate all the same things to craft a good product. Now, your challenge is to craft a story that resonates with them.” This is where everything has to start, regardless of whether you’re working with an agency or not. "

- Terra Carmichael,  VP of Global Communications at Eventbrite

Reading time: 18 minutes

[Article] Seven messages that show the value of personalization

"Personalized messaging” is one of the most overused phrases in marketing today.

To some, it’s a matter of voice and tone. Be friendly. Use more emojis. To others, it’s a spectrum of hyper targeting. Stuff as many unique identifiers as possible. Both are right, but miss the boat. Personalized messaging is all about relevance– sending a specific, valuable message to the right person, at the right time and place. When done effectively, these messages prompt important user behaviors like starting a free trial or checking out a new feature.

It’s an abstract concept that in reality is super simple. Case in point: these seven real-life examples of high-converting in-app and proactive live chat messages. We chose messages that address a fairly wide range of business goals, like converting trial users to paying ones, addressing churn or improving app engagement. "

- Sara Yin, Editor at Intercom

Reading time: 2 minutes

Croissant Newsletter

A weekly email of interesting Marketing & Growth resources for startups