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BUILDING BITLY’S GROWTH MACHINE
@AndrewDumont
The Method Behind the Madness - #ISUM15
I’ve been building and growing startups since I was 18. Some of those companies include Moz, Seesmic, Stride, and most recently, Betaworks.
Hi, I’m Andrew.
@AndrewDumont
BUT, LET’S TALK ABOUT BITLY.
@AndrewDumont
BITLY LAUNCHED2008
Free Product Introduced
Series C Round ; $31.4M Invested2012Bitly Brand Tools Announced
$1M in MRR Mark Passed
400 MILLIONENCODES
10 BILLION TOTAL6 BILLION FROM MOBILE
CLICKS
2 BILLIONUNIQUE CLICKS
2008
2012
2015
SOME OF THE BRANDS THAT USE BITLY AUTOMOTIVE FOOD & BEVERAGE TECHNOLOGY
FINANCIAL SERVICES E-COMMERCE
EDUCATIONMEDIA &
PUBLISHING ENTERTAINMENT RETAIL TRAVEL
BITLY’S SAAS GLOSSARY
@AndrewDumont
Lead: A Form Fill on Bitly PropertyMQL: Marketing Qualified Lead
SAL: Sales Activated LeadSQO: Sales Qualified OpportunityMRR: Monthly Recurring RevenueCAC: Customer Acquisition Cost
LTV: Lifetime Value
STEP 1: VISUALIZE THE FUNNEL
@AndrewDumont
Data Dump: Create Our Master Document
TAKEAWAY: DATA TRANSPARENCY = INTERNAL
BUY-IN
@AndrewDumont
Bitly’s Inbound Marketing Funnel
Finding 1: POOR MQL TO SAL CONVERSION
Finding 2: BIGGER LEAD PIE NEEDED
~100 DaySales Cycle
300 Leads
80 MQLs
7 SALs
3 SQOs
1 CW Finding 3: ROOM BETWEEN CAC AND LTV
TAKEAWAY: A DEFINED FUNNEL IS A REPEATABLE AND IMPROVABLE FUNNEL
@AndrewDumont
STEP 1A: TACKLE TOP OF FUNNEL LOW HANGING FRUIT
@AndrewDumont
Bitly’s Inbound Lead and MQL RampPlugging the Holes
Free In-Product Calls To ActionImproved Landing PagesMultivariate Testing & SEOFree User Usage Campaigns
Content Marketing ActivityPartner and Hosted Webinars (~1,000
leads/webinar)eBooks (~500 leads/eBook)
Targeted AcquisitionInitial Tests in Targeted Paid Acquisition
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TAKEAWAY: WINNING FORMULA OFTEN A MIX OF QUICK WINS
AND LONG-TERM VISION
@AndrewDumont
STEP 2: BUILD THE TEAM
@AndrewDumont
VP of Marketing
Content Lead Community Lead Product MarketingLead
Demand Gen Lead
Marketing Developer Marketing Designer
Reports to Front-End Lead Reports to Director UX/Design
MKTG Ops
Email MKTG
PaidMKTG
CommsContent Creator
Content Creator
TAKEAWAY: DEDICATED DESIGNER AND DEVELOPER A NECESSITY FOR THE MODERN
MARKETING ORG@AndrewDumont
STEP 3: IMPROVE MIDDLE AND BOTTOM OF FUNNEL
@AndrewDumont
Social Media Manager
Omni-Channel Marketer Product Developers
Checklist:❏ Title: Social Media (Manager)❏ What they do: Manage social media channels❏ Goal: Wants to focus and engage their online community❏ Goal: Prove ROI by connecting Social metrics/analytics
Feature Focus:❏ Branded Short Domains❏ The Bitly network + Link Stats view❏ Redirectable links❏ Audience Intel view + Campaigns❏ Bitly Integrations with social publishers
Checklist:❏ Title: Mobile Marketer / Mobile Developer❏ What they do: Promoting/developing a mobile app through various
channels to increase app downloads❏ Goal: Increase app downloads through deep linking❏ Goal: Wants to track the amount of people who use mobile site vs app.
Feature Focus:❏ Deep Linking (Discovery/Creation)❏ Mobile analytics features❏ Interstitial + App install screen❏ Adobe Integration
Checklist❏ Title: Digital or Online Marketing (Digital, Marketing, Media)❏ What They Do: Manage and track marketing campaigns across
various channels❏ Goal: Develop insights into customer journey + track key campaigns ❏ Goal: Track omnichannel marketing and understand how web/mobile
mix to take advantage over traffic
Feature Focus:❏ The Bitly network + Link Stats view❏ Audience Intel view + Campaigns❏ Tracking capabilities (shortening adds UTM codes easily etc)❏ Mobile analytics features
Checklist:❏ Title: Product Manager or Engineering❏ What they do: Build products that programmatically create links by
using an API❏ Goal: Wants to connect their app or service to an API that will help them
shorten/create links❏ Goal: Needs tracking and analysis on the links for their own users
Feature Focus:❏ API and how it can be used❏ Deep linking for mobile app access❏ Analytics features through the API❏ Data stream
Mobile Manager
TAKEAWAY: BUYER PERSONAS ALIGN MARKETING AND SALES
EFFORTS AROUND ACTUAL DATA
@AndrewDumont
Build The Lead Nurturing FunnelALL UNCONVERTED LEADS
TOFU
CW
SOCIAL PERSONA MOBILE PERSONA OMNI PERSONA
MOFU
BOFU
CW CW
TOFU
MOFU
BOFU
TOFU
MOFU
BOFU
21
PRODUCT PERSONA
CW
TOFU
MOFU
BOFU
TAKEAWAY: INVEST HEAVILY IN LEAD NURTURING AND
BUILDING THE RE-ENGAGEMENT FUNNEL
@AndrewDumont
Inbound MQL to SAL ConversionLead Scoring
Implementation of Predictive Scoring System
Hot Lead ElevationSDR Training
Persona-based SDR and Sales SequenceSocial Media ManagerMobile ManagerOmni-Channel MarketerProduct Developers
SDR ProcessEmail Template TestingCompensation Structure
23
TAKEAWAY: WHEN INBOUND VOLUME GROWS, LEAD
SOPHISTICATION MUST GROW WITH IT
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PHASE 2: WHAT’S NEXT?
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Bitly’s Perception Problem
“Brand Awareness Without Brand Clarity”
INDUSTRY
OFFERINGEDUCATION
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BITLY FREEIn-Product Value & Usage CTAsEmail Capture for Paid Nurture
BITLY BRAND TOOLSEmphasis on Customer MarketingPrime for Upsell and Expansion
LOGGED-OUT HOMEPAGEEmphasis on Free Account Creation
Low-Touch Entry Point Through Shorten
Build the Bridge Between Free and Paid
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DATA
TRANSPARENCY
SDR MANAGEMENT
@AndrewDumont
@AndrewDumont
IT’S GONNA BE YUUUUUUGE.
