Growth Hacking 2014 – 1/23/14 – Seattle, WA #GH14
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A high impact gathering of B2B small businesses in Seattle. This is no schmooze-and-snooze conference. Two hours that will supercharge your business. http://growthhacking.pipelinedeals.com/
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Growth Hacking 2014 – 1/23/14 – Seattle, WA #GH14
- 2. First things first • Thank you for the space!
- 3. Tonight • - Quick Primer and Background on “Growth Hacking” • - One Simple Tactic • - Goal for Tonight • - Expectations • - On with the show!
- 4. “Growth Hacking” • What did you just say?
- 5. Where it all started
- 8. How Sean defined it in 2010
- 9. • “A growth hacker is a person whose true north is growth.” - Sean Ellis, CEO of Qualaroo
- 10. • “A common characteristic seems to be an ability to take responsibility for growth and an entrepreneurial drive.”
- 11. • “A burning desire to connect your target market with your must have solution”
- 12. • “Creativity to figure out unique ways of driving growth”
- 13. • Effective Growth Hacker: • - Process of idea prioritization • - Test the ideas • - Analytical enough to know winners vs. losers • - Repeat process quickly.
- 17. The crew @
- 18. Leadership Team Goal: 10 customer meetings per month
- 20. My goal for you tonight
- 23. Expectations
- 24. - Short format - High value - Take home a few winners - Do them tomorrow or at least sometime soon
- 26. First Up • Michael Elliott, CEO
- 28. YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION. Michael Elliott 206.254.0248 www.rocketdog.org
- 29. DON’T BE A STRANGER Make sure you understand what your audience needs and wants Michael Elliott 206.254.0248 www.rocketdog.org
- 30. KEY ELEMENTS Who are you? What do your customers want/need? What do you or your product do? How easy is it for them to use your Website? Michael Elliott 206.254.0248 www.rocketdog.org
- 31. TASTY SAMPLES The Good, Bad, and Ugly of Homepage Design Michael Elliott 206.254.0248 www.rocketdog.org
- 32. EFFECTIVE PAGE DESIGN customer and make it EASY for Understand your them. Easy navigation, users are impatient Content is King. Make sure it is SEO ready Strive for simplicity White space is your friend And last but not least, what is YOUR goal for the customer Michael Elliott 206.254.0248 www.rocketdog.org
- 43. IF YOU HAVE TO CHOOSE SPEND MORE TIME ON DESIGN Michael Elliott 206.254.0248 www.rocketdog.org
- 44. ENSURING SUCCESS Customers are viewing your site on multiple devices Michael Elliott 206.254.0248 www.rocketdog.org
- 45. THANK YOU • Michael Elliott • mikee@rocketdog.org michael.elliott Michael Elliott 206.254.0248 www.rocketdog.org michaelelliott rocketdogcom
- 46. Next Up • Adam Baggett, Project Manager
- 53. Next Up • Mike Kichline, President
- 54. Buyer personas: Get to know your buyers better visit us: www.yesler.com us: | follow
- 55. Agenda • Why you need them • Definition of buyer personas • How to create them • How to use them visit us: www.yesler.com | follow us: 55
- 57. Marketing voices • 93% of B2B buying decisions start with online research. -Marketo • An average of 9 informational assets are downloaded during the purchase process. -IDG • Almost 95% of recent B2B purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.” - DemandGen • Industry research indicates that buyers are 2/3 of the way through their purchase process before they even engage with a salesperson. -Forrester Research, Inc. • 55% of buyers think salespeople are only somewhat prepared or not prepared for initial meetings. -IDC • Buying teams, especially those in midsize and large companies, continue to increase in size. -IDC visit us: www.yesler.com | follow us: 57
- 58. What is a Buyer persona A composite picture of the real people who buy, or might buy, products like yours, with detail about •Their problems •Their points of view •Their behaviors •When and how they make decisions. By personalizing the buying journey, buyer personas take into account the fact that your product is purchased by individuals, not by demographic groups or target markets. visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 58
- 59. How to create Buyer personas visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 59
- 60. Sources of information • Interview prospective buyers and customers • Reach out to sales teams • Talk to customer support • Review win-loss reports • Monitor select social media channels • Drill into campaign data visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 60
- 61. What you need to know • What motivates this buyer? • What does success looks like • Common disqualifiers • Communication channels • Roles in the buying journey • Content prescriptions visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 61
- 62. Buyer persona Content Map visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 62
- 63. THANK YOU visit us: www.yesler.com | follow us: #YB2Bcontentmarketingwebinar 63
- 64. Last, but not least • Rand Fishkin, Wizard of Moz
- 65. 5 Growth Hacks Sustainable Web Marketing Tactics Rand Fishkin | tweet @randfish | slides on Slideshare.net/randfish
- 66. A: Built to “beat the system” or “exploit a weakness” rather than work within it Why I Hate Growth “Hacks” B: Usually don’t last, and lose their effectiveness once they’ve been abused C: Create a psychological bias against investing in long-term marketing strategies
- 67. That’s Why I’m Going to Talk About: Sustainable, scalable web marketing tactics you can use over the long term.
- 69. This is amazing! This sucks. Doing SEO on another site can yield greater credibility. Plus, it’s often easier because they have higher domain authority and you’re less selfpromotional. http://moz.com/blog/why-you-might-want-to-do-seo-on-someone-elses-site-whiteboard-friday
- 73. This This is amazing! sucks. http://wistia.com
- 76. This is amazing! So is this. http://blog.folyo.me/how-much-does-a-website-cost-and-other-pricing-questions/
- 78. We asked these We asked these people what people what objections they had to objections they had to trying the product, trying the product, then made a landing then made a landing page to address page to address them. them. http://www.conversion-rate-experts.com/seomoz-case-study/
- 79. Here’s to Better Marketing! Find Rand on the Web: Blog, Twitter, Facebook, Google+
- 81. #GH14 Recap
Notes de l'éditeur
- Research & Strategy – Here you seek understanding of your buyers and their journey and from that understanding craft your core messaging, content, communication, and measurement strategies. Content Marketing – The first of the “execution pillars”, is the work of creating, curating and promoting content for lead generation and nurture. Marketing Automation – This covers the work of capturing leads, nurturing them and tracking and progressing their journey to sales readiness. Sales Enablement – Is the job of marketing to provide sales with the intelligence, information and tools needed to maximize deal velocity, value and close rate. Customer Engagement – Is the design and management of programs aimed at developing passionate, outspoken advocates through engagement with and among your existing customers. Marketing Analytics – The foundation of the framework, its purpose is to bring transparency, accountability, and most importantly continuous, iterative improvement.
- If nearly all business purchases have their genesis in online research, how are you positioning your company to gain early visibility, utility and credibility? Keep in mind that what people and search engines alike are chiefly looking for is helpful content, not companies, their products or their services. Purchasers are seeking information on their terms and from many sources. It is prudent to assume that your buyers are perusing analyst research, trade publications, social forums and groups, competitor’s websites, and the blogs of influential industry pundits. It is imperative that original content downloaded from your website be among these sources and ideally that your content be the most REAL. It is the providers who supply “ample helpful content” that are winning the lion’s share of the business. If your go-to-market is heavily reliant on outbound selling, you’ll be late to the game if you’re invited at all. With sales being invited much later in the process, it’s imperative that they bring real commercial value to the client, and that is harder than ever to accomplish today’s buyers are steeped in knowledge by the time of the first sales interaction. It will take the help of marketing to aggregate, distill, and keep current the most relevant, enlightening, and actionable insights needed by sales to teach, tailor and take control of these sales-ready opportunities. In this fear-laden environment, buyers are seeking safety in numbers. Your go-to-market approach must acknowledge this and be designed to bring multiple people conducting independent research to the same conclusions about their problem and its solution.
- Not job title, demographics, or industry-centric descriptions like ‘Director of Marketing’ or ‘IT Manager’ Problems
- Customers – get to know
- Motivation – understand the problem you are solving to know their motivations Success – not business success, success in the buying decision