Marketing & Growth Resources - Week 30 2017
This Week Resource:
"Growth hacks, like Hotmail’s inclusion of a signup link in its user’s default email signature, can be extremely helpful in driving viral growth early in a product’s path to product market fit (PMF). However, sustaining long-term growth and reaching hundreds of millions of users requires a scientific approach to growth. In fact, growth experts resoundingly say that “growth hacking” isn’t in their vocabulary or something they relate to their work. “Hacking” implies a haphazard / gut-driven approach, and the reality is quite the opposite. Startups that have seen amazing growth have developed teams and processes that are intentional, exceedingly metrics-driven, and thrive on experimentation." - Anu Hariharan, Partner at Y-Combinator
Reading time: 16 minutes
[Article] B2B SEO: Content That Ranks
"Throughout this article, you got to learn how to find the most relevant keywords for your business and the best plan of attack for creating content to target them. By using this data-driven approach, I believe that SEO can be the customer acquisition channel that keeps on giving for your B2B SaaS company." - Bernard Huang, SEO Specialist at Mushi Labs
Reading time: 29 minutes
"All acquisition marketers love the rush of reading about a new tactic. In particular, if there is a meaty result included. Although we did all those things at HubSpot whilst growing our freemium funnel to a multi-million dollar business, I would love to talk about the less adrenaline fueled side of acquisition … strategy! We all know that trying to predict acquisition is the hardest part of most funnel models." - Kieran Flanagan, VP Marketing/Growth at Hubspot
Reading time: 6 minutes
"Targeting each individual customer and making onboarding super personal tends to be the best way to increase your activation rate. But when it comes to project management tools, the process happens a bit in reverse: if their team isn't using the product, there's no reason for an individual to use it either." - Julian Chen, Content marketer at Appcues
Reading time: 6 minutes
"There are two primary implications of Channel Model Fit:
1. Don't Treat Model and Channel In Silos - You can't think about your model and your channel in silos because the two go hand in hand. If you are making changes to your model (pricing, how you charge, etc.), you also need to consider your channel to make sure you still have Channel Model Fit. I see a lot of entrepreneurs make changes to pricing and expect the other components to continue working, but this kind of model-level change can make or break the viability of the key channels you've been counting on.
2. Don't Treat Channel Model Fit In A Silo - If your channel is determined by your model, but your product is built to fit the channel...see where I'm going with this? This is why you can't treat these fits separately and need to have working hypotheses for each." - Brian Balfour, CEO at Reforge
Reading time: 5 minutes
"Your customer data is all over the place. But how do you bring it all together?
As you grow up as a company, each of your sales, marketing, and customer-facing teams buy tools to help solve the problems they have. In isolation, this makes total sense. But a growing set of tools within teams means your customer data ends up being siloed away.
- Your sales team works off one set of data in their CRM
- Your marketing emails come out of another system.
- Your ads data is locked inside different advertising platforms.
- Your actual product usage data is in an assortment of databases.
- Your customer success team is trying to piece together the whole customer story. … and so on.
With data siloed away in different tools, your teams fall out of sync. Everyone is torturing data, trying to build a full picture of the customer journey with what data they have access to. We call it the fRanKEnSTacK! And here's how you solve it." - Ed Fry, Growth at Hull
Reading time: 20 minutes
"Model Market Fit is the concept that your market (and # of customers within your market) influence your model. The first time I heard about the underlying concept of Model Market Fit was from Christoph Janz @ Point Nine Capital. He wrote a post called The Five Ways To Build A $100M Business. He then followed that up with Three More Ways, but I'm going to focus on the first five as they represent most of the $100M+ outcomes out there." - Brian Balfour, CEO at Reforge
Reading time: 4 minutes