Croissant Newsletter

A monthly email of Growth resources for SaaS & Marketplaces.

Next newsletter in September.



Featured snippets are an organic search feature that now take significant search traffic from the search results below them. Featured snippets run on a separate algorithm than Google's traditional 200 ranking signals. To understand these signals, HubSpot’s SEO team ran a series of experiments and, together with the blog and web teams, developed a process for featured snippet optimization. The result: a clean code that allows you to capture featured snippets and a guide with best practices for optimizing your content for Google's featured snippet.


Less than 1% of potential customers come to your website. Few sign-up, even less convert. It’s not a funnel, but a pasta strainer. In the past Guillaume “G” Cabane has shown how to automate advanced marketing personalization once prospects land on a website.


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.​


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


Recently, a colleague was telling me about a “successful” experiment they were excited about. They hypothesized that the best time to encourage users to upgrade from a free trial was while they were using a certain common feature.

W3 18

Network effects are one of the four remaining defensibilities in the digital age, including brand, embedding, and scale. Of the four, network effects are by far the strongest. To date, we’ve identified 13 distinct types of nfx that fall under five broader categories.

W2 18

What changed is an acknowledgment of what actually drives startup growth. There are three main levers. In Phase I, you change the product to increase its growth rate.​ The other two phases are what we traditionally think of as marketing.​


Retention is stealthy and can be misleading in the short-term because it takes time, often years, to see its impact on your company’s growth. To truly understand how it drives the health of your product, you need to take a longer term view - at least one year, preferably multiple years.