1. Who Are Some Successful Growth Hackers that You Learned From or Inspired You?
Well, I think everybody kind of, you know, there’s always the usual suspects. But there’s three little more under-the-radar guys who I like their stuff.
One is Ryan Stewart over at Webris – he has a lot of great stuff about processes and frameworks to help you scale. Love anybody who’s so process-oriented.
Dave Gerhardt at Drift – they’re doing a lot of stuff with content. Their approach is really unique and, you know, it’s disruptive. It’s different from everybody else. So, I really love how they approach it.
Bernard Hong – he was our point of contact for distribution over at when we through 500 startups. We were in Batch 18. He’s just an SEO wizard. He had some really cool hacks that he’s done in the past. If you ever get a chance to go on YouTube and see his presentations, some very cool things that he’s done when he was doing growth at 42Floors and Food by the People.
2. How Do You Attract Leads for Your Business?
Right now, we attract mainly all through inbound. So, SEO is a huge, huge growth lead generator for us. We targeted bottom of the funnel keywords that convert very well. You know, there’s just a lot of opportunity there. At any time, we focus on long-tail and, within a niche, it was lower competition and we’ve done well to rank number one for a bunch of good keywords that just, you know, search volume is not super high. It converts very well and it’s very revenue-driving.
And then, we do offline stuff. I think that’s something that’s undervalued a lot. So, a lot of events and we call them “social mixers” where we bring together customers and potential customers and that works like gangbusters, especially when we go to conferences. We pull people off of the conferences to our mixers. That’s done real well. That’s how we landed our first hospital deal.
Right now, actually, something that we’re going to be playing with is account-based marketing type of work to work our outbound sales a little bit. We’re really excited about that and we’re going to be doing that in the next month or so.
3. Top 3 Qualities that a Growth Marketer Should Have?
Well, I think, definitely, process-oriented. You know, if you don’t have a process, then you can’t scale and you can’t go back and see what worked or what didn’t work. So, definitely someone who can follow a process.
I think something that’s really underrated is being able to apply concepts because there’s really nothing new under the sun. I mean, marketing has been around for years. Everything has been done. But being able to apply a concept from, say, SEO to content marketing or SEO to, you know, your paid advertising, you know, that’s where success happens and that’s really how innovation happens – you know, when you’re able to apply, you know, “Someone did this over in e-com and you can pull it over to your B2B SaaS.” I mean, that is a skill that’s really undervalued.
And – everybody says it but it’s true – you’ve got to be curious. You know you have to want to pull apart a campaign or, you know, you saw an onboarding funnel that somebody did and, “Yeah, that was cool, how did that work?” and then, “How can I make that work for me?” I think that’s something that you always need to have.
4. What Are the Top 3 Mistakes to Avoid When Doing Growth Marketing?
I think tunnel vision is something that you’ve got to really watch out for, especially when you’re doing a lot of the experiments. You still need to keep in mind the big picture overall and that especially is true when you’re trying to prioritize things. You know, there’s a lot of frameworks to pick – you know, what experiments to deal with first – but, sometimes, you’ve got to factor in the big picture. What’s your strategy?
I think something else is making too much statistical significance. I think people get married to it sometimes and you can miss a lot of opportunity and move too slow if you get too caught up in needing that because, you know, data can be directional. You can be informed by it and still make a decision. So, sometimes, you’ve got to just make a call and move on, especially when you’re early and you don’t have much things – like, much traffic – to do, say, an A/B test on a landing page. You know, especially if you’re testing concepts and not small details, you don’t need a lot of data to make a good decision.
I think the last mistake is just not talking to your customers – you know, not just only email but getting on the phone with them and talking with them. You can learn a lot about people and really build your personas and understand who your customer is if you just get on the phone and a lot of people just don’t want to pick up the phone anymore.
5. Which Tools Do You Use to Grow Your Business?
We use the typical stuff like Salesforce for our CRM and we use Autopilot for our email marketing and Google Analytics and things like that.
But, you know, some unique things that we do, we use something called Clearscope. We were lucky to get early in on a beta of it and I think they’re going to launch pretty soon, actually. Basically, it gives us data-driven recommendations on how to improve our content. You can reverse engineer what top-performing Google content is out there and it was definitely something that helped us get to number one and some of those keywords that we targeted.
So, Clearscope, you’ve got to check that out whenever it comes out live.
Upwork is something we use to scale a lot of our – I would guess – grunt work or things like that. I mean, Upwork is very cool. If you have good processes in place to train people, you can get a lot out of it.
And then, the last thing is the super underrated – like I said before – the phone. You know, we use the phone to grow our business – whether that’s talking to customers or being quick to call back someone. I mean, they really appreciate it. We have very good, loyal customers that way and it helps us close our deals faster. It really shortens the cycle that way.