hiten shah on growth hacking and developer marketing
DESCRIPTION
KISSMetrics cofounder Hiten Shah is known as a content marketer and growth hacker. At a recent Heavybit Speaker Series, Hiten offered some interesting insights into how entrepreneurs can best engage developers. Rather than creating more traditional assets like blog posts or white papers, Shah tells founders to let the type of product lead the tactics you choose. This Heavybit Speaker Series presentation highlights a number of Github-centric tactics. Video available here: http://www.heavybit.com/library/developer-marketing/video/2014-09-23-hiten-shahTRANSCRIPT
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DOING BUSINESS ON THE WEB FOR
11 YEARS
FINDING AND SOLVING MARKETING PROBLEMS
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My B2B Businesses Have Had
41,525,103 Visits Since 2003
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MarkeBng Was a Silo
2008
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Started in 2008
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Product + Marketing =
Growth
Today
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HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Growth influences all layers of the funnel
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HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Focus is on growth rate
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HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Growth vs. Product
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Growth Strategy
Content MarkeBng and Freemium are the best B2B strategies that keep on giving.
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Show, Don’t Tell.
Growth Strategy
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Repeatable and Scalable
Growth Strategy
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Content Marke7ng
Where do your developers hangout?
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✓ Guides ★ GitHub Guides
✓ Courses ★ Segment.io’s Analy6cs Academy
✓ Calculators ★ Pardot’s ROI Calculator
✓ Quizzes ★ Crew’s HowMuchToMakeAnApp.com
✓ Analyzers ★ QuickSprout Website Analyzer
Rich content examples
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Product Type Influences MarkeBng
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Infrastructure Allows developers to get apps into produc6on !
Plaaorm Enables developers to create faster Tool Helps developers do their jobs
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Infrastructure Allows developers to get apps into produc6on
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Infrastructure
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Subdomains & Tutorials
Infrastructure
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Anypic -‐ 800+ stars / 400+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/ANYPIC
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AnyWall -‐ 200+ stars / 150+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/ANYWALL
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Todo -‐ 150+ stars / 150+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/TODO
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Plaaorm Enables developers to create faster
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Pla?orm
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Speed of Use & IntegraBons
Pla?orm
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Open Sourced Use Cases
HTTPS://GITHUB.COM/KEENLABS/DASHBOARD-STARTER-KIT
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Tool Helps developers do their jobs
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Tool
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Onboarding and Ease of Use
Tool
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Sign in with Google…
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HTTP://WWW.USERONBOARD.COM/FEATURES-VS-BENEFITS/
People don't buy products; they buy beier versions of themselves.
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Conclusion
Make it as easy as possible for people to use your product.