As a marketing channel, social advertising has the capability to address these challenges, which are relatable for many of the growing SaaS companies you’ve read about in Data-Driven Marketing. “Our audience engages in search, but we also felt like they were on social. So we began experimenting and our early tests showed good results.” They evolved the channel from there, eventually running a number of successful direct response and branding campaigns on Facebook, LinkedIn, and more. Let’s look at how those campaigns fit into Gusto’s overall marketing funnel.
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In August of 2016, Rachel Hepworth embarked on a unique challenge: start a growth marketing team at one of the most successful startups of this generation – one that had long relied heavily on word of mouth. That company, of course, is Slack, and Rachel’s growth marketing team now owns Slack’s full acquisition funnel, from demand generation and team creation to activation and monetization. I recently hosted Rachel on our podcast to learn why Slack needed to invest in growth marketing, what her team prioritized first, how they’ve partnered with Slack’s rapidly scaling sales team, and more.
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