maximizing your api revenues: growth hacks, shortcuts and best practices - see more at:
DESCRIPTION
Noam Schwartz, Business Development, SimilarWeb In less than a year since inception, SimilarWeb's API generated hundreds of thousands of dollars in sales. This happened without heavy investment on marketing, sales people, BI infrastructure or dedicated R&D. In order to achieve those numbers while still focusing on their main product, the company used dozens of growth hacking techniques inspired by their team members' extensive experience in both B2C and B2B products. Noam Schwartz, head of SimilarWeb Labs, will demonstrate some of the hacks the company used in order to create an entire sales engineering team without hiring a single person, how to get your first 100 clients without investing any money on marketing and how a Google Spreadsheet generated over $100,000K in sales.TRANSCRIPT
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Maximizing Your API Revenues
Hacks, Shortcuts and best practices.
Noam Schwartz [email protected] @NoamSCH
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SimilarWeb Measure, analyze and rank every website on the internet and deliver
these insights to our customers
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Our Technology
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Crawler (2B page/mo.)
Clickstream – Web & Mobile (Tens of Millions monthly
users)
Website Data Analysis
Tagging Categorization Traffic Ranking Technologies
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How it all began (for me)
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SimilarWeb <dev>
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SimilarWeb API Usage by Clients 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Revenue / Marketing Spend
0%
50%
100%
150%
200%
250%
January Febuary March April May June July
Income vs. Marketing Spend
Revenue Growth Marketing Spend
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PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS
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Our Plan
1. Setup 3. Op+miza+on 5. Scale
2. Discovery 4. Validation
1 product 1 web developer 1 backend developer
1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M.
Dedicated Team
2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team
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Reality
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #1 Know How To Count
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Units Usage / Units Sold 0.75-1
Cost Per Lead
<$100
Time to purchase
<30D
Leads Conversion
>10%
For some more ideas
(http://slidesha.re/1af301I)
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What’s going on?
Marketo 1.8%
Newsletters 2.5%
Display 5.4%
Paid Search 6.5%
Rest 7%
Media Buy 8%
Referral 13.5%
Organic Search 28.4%
Direct 29.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lead Sources Breakdown
Email 0.5%
Social 1%
Paid Search 4%
Direct 5%
Organic Search 7%
Display 27%
Referral 14%
Other 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traffic Sources Breakdown
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Find Anomalies
Traffic Leads
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Love your Competitors
2
3
1
4
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Communities
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Github, Stackoverflow, RubyGems,
ProgrammableWeb, Mashape
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Take Action
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Engage Partner
Takeover Buy Give
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #2 Do Things That Don’t Scale
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Sales and Support Flow
Trial Organic
Misc
Paid
X% Developer Portal
Purchase
Marketo – Periodic Reminder Emails
Lead Nurturing– Dedicated AM
Customer Support Tier 1 Chat Desk
Customer Support Tier 2 - Data Related Questions
Customer Support Tier 3 - IT related Questions
Y% Upsell Z%
Automatic
Manual
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Customer Support
30%
57%
13%
Clients Engagement with API Team
No Touch
1st Tier
2nd + 3nd
312 Personal (non-canned) Emails
274
Welcome Emails
21 Other Interactions
55
Sales and Support Phone Calls
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“Wax on, Wax off”
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Partner
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #3 Get Help
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Lesson #4 Hitchhike
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D&B
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Azure Data Marketplace
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Salesforce Appexchange
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Google Docs
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Product a Week Policy
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #1 Trust the Numbers
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Lesson #2 Do Things That Don’t Scale
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Lesson #3 Get Help
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Lesson #4 Hitchhike
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Thank You!
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Noam Schwartz [email protected] @NoamSCH