Killer Content Marketinghttp://kiss.ly/microconf2013hitenHiten Shah, @hnshahMicroConf
2013, Las Vegas

!“Predictable acquisition of recurring revenue
with annual prepayin a good market creates a cash machine.”Jason CohenASMARTBEAR.COMThe goal...

@hnshah #microconf

Self-Funded and Very Profitable

What is User Experience?Venture Funded
and Growing

What is User Experience?Story of
a Product from Idea to Acquisition

HTTP://CUSTDEV.COMDo customer development

FINDTHECOREProblem-

LEARNHOWTOASKTHERIGHTQuestions?HTTP://KISS.LY/CUSTDEVINT

ALWAYSBEGINWITHAHypothesis!

!Our hypothesis is that (certain
type of person)have a problem doing (certain type of task)Problem HypothesisHypothesisFramework

!Our hypothesis is that product
managers havea problem doing effective customer research.Problem Hypothesis

What we wanted to learnWhat
are they doing now?1What are other tools missing?2Who is involved?3How frequent / severe is the pain?4What are other customer complaints?5

How we learnedphone interviews20paper user
tests3landing pages2hacky mvp1

What we learnedPeople are not
doing customer research.!They want private feedback and targeting.It requires developer involvement.It is a constant pain.!!!

What we builtMICRO SURVEYS -
HTTP://KISSINSIGHTS.COM

!"How you get to the
customer is as important, if not more, thenwhat you get to the customer."Patrick VlaskovitsCUSTDEV.COM

Channels getcrowded fast.

HTTP://KISS.LY/DREWDROPBOXGoogle AdWordsCost per acquisition: $233-$388For
a $99 product.Fail.

Make your own channel

Who are yourcustomers?

Where do theyhang out?

How should youengage them?

What is User Experience?

Who are your customers?Our hypothesis
is that product managershave a problem doing effective customer research.Problem Hypothesis

Where do they hang out?Product
Managers Hang Out onOther People’s Websites

How should you engage?POWERED BY
KISSINSIGHTS LINK

How we tracked ithttp://www.kissinsights.com/?utm_source=suview&utm_medium=dark&utm_campaign=google.comUTM CAMPAIGN
BUILDER: HTTP://KISS.LY/UTMBUILD

How we tracked it

KISSinsightsKISSinsightswasPROFITABLE$0MARKETING BUDGETOVER25,000SIGN UPS

Acquired!WeSoldKISSinsightsIt’s now called QualarooMORE ABOUT
THE ACQUISITION - HTTP://KISS.LY/TCKISSINSIGHTS

Your marketinghas to align withyour
customers.

x J $Build Grow ConvertCreate
Your Audience

NATHANBARRY.COM“The more I help you,
the more you will trust me.”Nathan Barry

Nathan’s Modelx J $FreeContentPaidContentSaaSSubscriptionBuild Grow
Convert

Build your audienceNATHANBARRY.COM

Grow your audienceNATHANBARRY.COM/APP-DESIGN-HANDBOOK/

Grow your audienceNATHANBARRY.COM/WEBAPPS/

Grow your audienceNATHANBARRY.COM/AUTHORITY/

Convert your audienceCONVERTKIT.COM

!BRENNANDUNN.COM“Write with the intention of
appealing to a specific audience.”Brennan Dunn

Brennan’s Modelx J $EmailNewsletterPaidContentSaaSSubscriptionBuild Grow
Convert

Build your audienceFREELANCERSWEEKLY.COM

Grow your audienceDOUBLEYOURFREELANCINGRATE.COM

Grow your audienceDOUBLEYOURFREELANCINGRATE.COM/THE-BLUEPRINT

Convert your audiencePLANSCOPE.IO

EARTHLINGWORKS.COM“Who has time to learn
every new piece of software they run into?Not me. Im pretty sure you dont either.”Ruben Gamez

Ruben’s Modelx J $Free Guide
andNewsletterSampleProposalSaaSSubscriptionBuild Grow Convert

Build your audienceBIDSKETCH.COM/BLOG

Grow your audienceBIDSKETCH.COM

Convert your audienceBIDSKETCH SAMPLE PROPOSAL
EMAIL

Convert your audienceBIDSKETCH.COM

Teach people howto solve theirproblems.

Learn from youraudience andcustomers...

HTTP://CUSTDEV.COMDo customer development

Questions you can ask customersHow
did you first find out about [Your Product Name]?What persuaded you to purchase from us?How would you describe [Your Product Name] to a friend?What prompted you to start looking for this type of service?If you could change one thing about this website, what would it be?What other products or services should we offer?How would you describe [Your Product Name] to a friend?Which other options did you consider before choosing our service?Why did you decide to use [Your Product Name]?Why do you use [Your Product Name] rather than the alternatives?What would persuade you to use [Your Product Name] more often?How would you persuade people like yourself to use [Your Product Name]?LOTS MORE ON QUANTITATIVE & QUALITATIVE DATA: HTTP://KISS.LY/MICROBONUS

Marketing isdistribution.

Strategies for B2B distributionIntegrationsWork EmailsEmbedsPowered
ByFree Stuff

Integrations

DOWNWIT’O.P.P.OTHER PEOPLE’S PLATFORMS

17,000,000+ 50,000,000+ 100,000,000+Platforms with distribution
potential100,000+ 200,000+ 550,000+150,000+50,000+3,000,000+ 3,000,000+ 5,000,000+ 5,000,000+

How to optimize integrationsIntegrations make
your product betterMeasure your conversions and revenueDiscover valuable integrationsAsk customers about integrationsMake your partner pages awesome

Work Emails

Work EmailsPODIO.COM

Work EmailsYAMMER.COM

How to optimize “Work Emails”Optimize
on-boardingShow people who they should followUtilize invitations during on-boardingMeasure # of people in every companyDiscover the engaging interactions

Embeds

EmbedsHTTP://KISS.LY/YTEMBED

EmbedsHTTP://KISS.LY/SSEMBEDS

How to optimize embedsWhy should
people embed?Make it as easy as possible to embedTrack how well your embeds convertTest relevant call to actionsOptimize for search but don’t obsess

Powered By

Powered By

How to optimize “Powered By”What
are you Powering?Test the copy of your call to actionTest and optimize your landing pagesTrack views, clicks, conversions and LTVMeasure individual effectiveness

Free Stuff

Free StuffGRADER.COM

Free StuffHTTP://NEWRELIC.COM/ASI

How to optimize free toolsMap
to customer decision makingThink about what you can repurposeEducate your prospectsTest your ideas minimally (ghetto)Measure and optimize revenue

GO!

Thank You!Killer Content MarketingDownload the
slides:http://kiss.ly/microconf2013hiten