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Any marketer who is focused on scaling a business has scrappiness built into their core. They hustle to make results happen. They are very clear goals, a great understanding of how to stack rank these goals using levers and an obsession with experimentation to continually improve upon their results.
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The Scrappy Guide to Marketing.
Kieran Flanagan, Marketing Director (EMEA) @HubSpot@searchbrat kflanagan@hubspot.com
Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”
Motivated by this
“I’m trying to do a lot with very little”
Oh you haven’t
You really should
Not being able to get what we want …
Help us be more creative
Help us be more creative, focused,
Help us be more creative, focused, scrappy.
Exhibit A
Old School
Levers
There were some casualties along the way
Continued to experiment on the process
Until I got one of these
Until I got one of these, and one of these as well !!
“What the hell is this dude talking about?”
Clear Goal
The 3 components of scrappiness
3
1
Know Levers
Experimenting
2
1HAVE CLEAR
GOALS
“All good marketers focused on growth should have an
obsessive focus on a singular goal”
Revenue is usually the most important singular goal we have.
Making money is not the right goal to obsess over.
Making money is not the right goal to obsess over. It’s
too broad.
Get Visitors
Activate Members
Retain Users
Simpler version of Dave McClure A.A.R.R.R start up metrics.
Get Visitors
Contact
Customers
HubSpot marketing team goal is customers and retention.
Retain Users
Visit to Contact %
Contact to Customer %
Churn Rate
Get Visitors
Contact
Customers
The Funnel will guide your decision on what goal to obsess over
Retain Users
Generating 200 weekly visits
Visit to Contact Rate 50%
Contact to Customer Rate 50%
Get Visitors
Contact
Customers
The Funnel will guide your decision on what goal to obsess over
Retain Users
Generating 200 visits
Visit to Contact Rate 50%
Contact to Customer Rate 50%
Ours should be visits …
Generating “more visits” is still too broad
Increase Visits
Narrow down goals until you can check shit off
Increase User Generated Content
Community with monthly prizes for
top posters
Email partners on why they should
create content for us
Create author pages to profile
contributors
Do you have metrics for those goals?
Goals without metrics are empty
2Know Your
Levers
Levers ?
Marketing Grader has generated over 4 million visits and 500,000 prospects.
AirBnB originally allowed you to automatically post your listing to Craigslist.
Hotmail's “PS I Love you” signature helped to grow to over 12 million email a/cs
Path used everyone’s contact address book to send texts. A little too aggressive !
What are your levers ?
What goal should we execute first?
Community with monthly prizes for
top posters
Create author pages to profile
contributors
Email partners on why they should
create content for us
Community with monthly prizes for
top posters
Create author pages to profile
contributors
What goal should we execute first?
Email partners on why they should
create content for us
Our engineering team is slammed
Community with monthly prizes for
top posters
Create author pages to profile
contributors
What goal should we execute first?
Email partners on why they should
create content for us
We need some dev time and design
resource
Community with monthly prizes for
top posters
Email partners on why they should
create content for us
Create author pages to profile
contributors
What goal should we execute first?
Our email list is a huge
lever. Takes very little
energy to do this.
Blog dedicated to partner content
Experiments
3
Scrappy marketers are not ok with best practice.
Best practice f**king sucks !
Experiments allow you to continually improve on your
current strategy.
Thomas Edison – “I have not failed 1,000 times. I have successfully discovered 1,000 ways to not make a light bulb”.
Experiments?
Content Hacks
What content format works best?
KISSmetrics generated 2,512,596 visitors and 41,142 back links from 47 infographics.
There are a lot of content formats to try !! - http://bit.ly/1hW42Un
How do I get more people to click on my content?
Upworthy write 25 headlines. Pick two. A/B test and pick the winner.
Upworthy write 25 headlines. Pick two. A/B test and pick the winner.
Check out thir deck http
://slidesha.re/1nqHwGd
How do I get people to share my content?
Ask them to
Provide right options
Personalising helps
Click to tweet allows you to easily include tweetable stats in blog posts
But no one is reading my blog at the moment?
Buffer wrote 60 guest posts that helped grow their customer based to 100,000.
I don’t know what to write about ?
Socialcrawlytics can identify your competitors best content and their top authors.
** Keep a swipe file of levers **
Be creative !!
Holy Shit !!
Eat24 create amazingly good content that’s not always directly related to food.
Ok, I’ll start pumping out lots of short blog posts
SERPIQ study says the average content length for a web page that ranks in top 10 is 2000 words.
@Searchbrat
Scrappy marketers are
always experimenting. They are never
content with the results they have.
“”
Ask yourself …
Do we have clear goals. Can we tick them off. What are the metrics?
What levers do we have to help us stack rank these goals?
What experiments can we run to scale our results?
THANK YOU.
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