intelligent growth: finding & testing your marketing channels
TRANSCRIPT
MAIN STAGE
Intelligent Growth:Finding & Testing Your Marketing Channels
Hiten ShahFounder, Advisor & InvestorCrazy Egg, KISSmetrics & Quick Sprout
If you can't explain it simply, you don't understand it well enough.
Albert Einstein
What you’re going to learn in the next 20 minutes...
❏ A simple way to find the best marketing channels
❏ How to prioritize and test existing marketing channels
❏ All about my love for Emoji
FindingMarketing Channels
What is a marketing channel?
Marketing channels bring new people to your product.
How do you find the right marketing channels?
Three Questions Marketing Framework
Who is your target customer?
Where do they hang out?
How do you engage them?
Three Questions Marketing Framework Case Study
People loved the Crazy Egg MVPAll in all, Crazy Egg is a great product providing helpful data to any website owner.
I’m impressed with how simple Crazy Egg makes it for website owners to visualize visitor click activity.
Based on results, website owners can learn how visitors see their site and how they should improve it.
Before launch, we needed people to try our early
prototype product.
We were creating a new type of visual analytics product. It would track every click on a website.
We needed thousands of websites to use it before we launched because we had to make sure it worked with all types of websites.
We had to find people who would give us lots of feedback on our buggy product.
We got over 23,000 pre-launch sign ups
Who is your target customer?
People who design websites.
Where do they hang out?
In web design communities and on CSS galleries.
How do you engage them?
Help them be more awesome!
Three Questions Marketing Framework Case Study
People loved the KISSmetrics MVP
In the early days, we had a great product and a big
marketing problem.
Companies were spending more than $18 for every single ad click using Google AdWords.
We had raised money but couldn’t spend it on acquiring customers at that cost.
We had to find a way to get signups without spending too much money on paid advertising.
The KISSmetrics blog is quite popular
Who is your target customer?
Online marketers with websites.
Where do they hang out?
How do you engage them?
#measure
Can products have built-in marketing channels?
Yes, product-based marketing channels are a thing!
Three Questions Marketing Framework Case Study
KISSinsights was the first tool for on-page surveys
We wanted to find a way for the product to grow itself.
To create KISSinsights we did 20 in-depth customer interviews, created two landing pages to test the value proposition and made a hacky version that we used ourselves.
That was when we stumbled onto one of the most powerful engines of growth a startup can create.
Before we sold KISSinsights it got 25,000 sign ups without us having to spend any money on organic or paid marketing channels.
The growth came exclusively from one single product-based marketing channel.
Today, this is called a growth loop.
Who is your target customer?
Product people and online marketers.
Where do they hang out?
On each other’s websites and web apps.
How do you engage them?
Put a badge on it.
Three Questions Marketing Framework
Who is your target customer?
Where do they hang out?
How do you engage them?
Who is your target customer?
❏ What does your product do?
❏ What problem does it solve?
❏ Who wants this problem solved?
Where do they hang out?
❏ Create a list of potential places both online and offline
❏ Establish criteria for your ideal marketing channel
❏ Vet your list according to that criteria
How do you engage them?
❏ Identify your method of engagement
❏ Research deeply on how best to use the method
❏ Focus in on your target audience
❏ Aim to deliver a ton of value
TestingMarketing Channels
Your website’s job is to convert people who visit into sign ups and revenue.
Find pages with high traffic and high bounce rate
Find pages with high traffic and low conversion rate
Find sources with high traffic and low conversion rate
What you learned in the last 20 minutes...
❏ A simple way to find the best marketing channels
❏ How to prioritize and test existing marketing channels
❏ All about my love for Emoji
