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The Top 10 Virtual Events for Growth Marketers in 2020

We’re definitely living in strange times. Since the COVID-19 pandemic began, the event marketing industry has taken a hit. After all, with social distancing restrictions still in place across much of the country and the world, live events like music conferences, sports games, and – of course – marketing and growth conferences are by and large shutting down. But – and this is a big “but” – virtual events are flourishing.

The Virtual Event Revolution

We’re definitely living in strange times.

Since the COVID-19 pandemic began, the event marketing industry has taken a hit.

After all, with social distancing restrictions still in place across much of the country and the world, live events like music conferences, sports games, and – of course – marketing and growth conferences are by and large shutting down.

But – and this is a big “but” – virtual events are flourishing.

Growth marketers don’t have to despair.

We can still learn the latest best practices, most effective growth strategies and tactics, and even network with our peers and industry leaders.

All from the comfort of our homes (or offices, in some cases) too.

And this year, we have a really incredible lineup of virtual events to choose from.

Here at Growth Marketing Conference, we’re doing the favor of compiling the best ones for you, so you can make the most of this year in (virtual events)!

So without further adieu, here are the 10 virtual events you simply can’t miss!

1. PRODUCT & GROWTH VIRTUAL SUMMIT

PRODUCT & GROWTH VIRTUAL SUMMIT

PRACTICAL SESSIONS FOCUSED ON REAL-WORLD RESULTS

Get ready to learn the best practices that are currently driving record-breaking growth for the world’s most successful products, as well as the latest, most industry-defining trends in AI, IoT, eCommerce, telehealth, remote work. What’s more, you’re also going to get on a first-name, hand-shaking, business-relationship-minting basis with world-leading companies interested in recruiting professionals just like you. You’ll learn how to build an agile growth model so you can come out a winner during these uncertain times – and in the years to come.

Registration will be announced soon!

APPLY TO SPONSOR

2. Inbound 2020

Inbound 2020

September 22-23

INBOUND 2020 will go beyond simply broadcasting content sessions. INBOUND 2020 will be more than a singular, individual experience. INBOUND 2020 will bring attendees together no matter where they are physically with connection, energy, personality, and excitement. 

We believe that events should create a shared moment in time that unites a community and create space for uplifting energy to percolate, enabling conversation and connection, allowing everyone to feel part of something bigger, something that’s worth getting excited about and rallying around, no matter the medium. 

That’s the secret sauce that has always made INBOUND special and as we think about how we are going to deliver INBOUND via this new, online, immersive experience, creating a way for this to happen is top of mind for us

Tickets:

Starter Pass: Free

Powerhouse Pass: $119

3. TechCrunch Disrupt 2020

TechCrunch Disrupt

September 14-18

TechCrunch Disrupt is five days of non-stop online programming with two big focuses: founders and investors shaping the future of disruptive technology and ideas and startup experts providing insights to entrepreneurs. 

It’s where hundreds of startups across a variety of categories tell their stories to the 10,000 attendees from all around the world. It’s the ultimate Silicon Valley experience where the leaders of the startup world gather to ask questions, make connections and be inspired.

Tickets:

Disrupt Digital Pro Pass: $245

Disrupt Digital Pro Pass – Investor: $245

Disrupt Digital Startup Alley Package: $445

Disrupt Digital Pro Pass – Student & Government/Non-Profit: $95 & $125

Disrupt Digital Pass: Free

4.  B2B Online Virtual Event

B2B Online Virtual Event

July 15-16

The B2B Online Virtual Event is an online free-to-attend forum, bringing together top minds in B2B manufacturing and distribution eCommerce and omnichannel providing the latest insights with the convenience of an on-demand digital event. B2B Manufacturers and distributors are faced with unprecedented challenges in response to COVID-19, but rapidly adapting and innovating in this new reality is critical. 

The B2B Online Virtual Event is designed to offer invaluable insights on the challenges, trends and strategies that will revolutionize ecommerce and omnichannel in both the short and long-term. B2B digital and marketing experts will share their views about opportunities that arise due to the crisis, lessons learned and how to pivot your B2B organization. 

Featuring easily accessible presentations, group panels, interviews and Q&A, all available digitally and on-demand, gain practical insights to implement now at the B2 Online Virtual Event, without having to leave your desk.

Tickets:

Tickets: Free

5.  MozCon Virtual

MozCon 2020

July 14-15

MozCon 2020 has gone virtual. It wrings our hearts that we won’t be able to welcome you to sunny Seattle this summer, but the well-being and good health of the community is our number-one concern. And while the world changes around us, SEO doesn’t stop — searchers keep on searching, and marketers need to stay sharp to meet their needs. With an event date of July 14 & 15, we’re still bringing you all the MozCon magic you know and love.

Join us at MozCon Virtual for a journey into the deepest realms of search marketing. Connect with an incredible community of experts and uncover tactical advice from industry-leading practitioners in the vast world of SEO, mobile, conversion optimization, local search, and more.

Tickets:

MozCon Virtual 2020: $129

6. SaaStr Annual 2020

LARGEST COMMUNITY SAAS CONFERENCE

September 2-3

The 6th SaaStr Annual is moving to a fully digital, but completely immersive two-day experience on Sept 2-3, 2020. 

SaaStr started with one goal:

To help you scale faster, with less stress, and more success.

Now, more than ever, we’re committed to helping you do just that. Even if it means being beaming world class SaaS leaders straight into your living rooms, makeshift offices or kitchen counters. 

SaaStr Annual @ Home 2020 will bring together 50,000 SaaS executives, founders and VCs for the largest digital SaaS gathering on the planet.

You have never experienced an event quite like this. It’s all here to help you, and your team, scale. If you are a B2B founder, exec or investor, SaaStr 2020 is a must-attend event!!

Tickets:

Annual at Home Digital Pass: Free

Annual at Home VIP Startup Founders & Execs Pass (Full Access + Networking): $299

Annual at Home Investor Pass (Full Access + Networking): $449

7. GrowthHackers Conference

GrowthHackers Conference

September 1-2

The GrowthHackers Conference 2020 is a two day online event for professionals and entrepreneurs who are looking to push the boundaries of growth innovation.

These range from growth-stage startups (Series B and C funded) to large public corporations. Some large companies that have embraced growth hacking include Wal-Mart, IBM, and Microsoft, who recognize that their stock prices are driven by customer and revenue growth and want to tap into the potential that the growth hacking process has delivered for their upstart competitors.

At this conference, attendees will get in touch with The Future of Growth! Our great lineup of speakers will share their first-hand knowledge and experience gained from growing some of today’s fastest-growing companies.

Tickets:

Tickets: $0-$1,399

8. ContentTECH Summit

ContentTECH Summit 2020

August 10-12

Our ContentTECH conference mission is clear: We want to show how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences.

Join us for ContentTECH Summit to learn how new technologies and innovative processes are fundamentally changing what our work will look like in the next two to five years. Attendees of the 2020 ContentTECH conference will learn from practitioners and experts in content technology and marketing strategy. The best news? Both speakers and attendees are trailblazing pioneers who have set the bar for epic content marketing through technology.

Tickets:

Virtual Pass: $799

Virtual Pass + Workshop: $999

9. 2020 ANA Email Evolution Conference

ANA Email Evolution Conference

June 22-23

Today’s world events have changed how businesses communicate with their customers.  This EEC Virtual event keeps you on the cutting-edge of email marketing by providing the best practices designed to ensure the vitality of a channel you’ve come to rely on. Join leading thought leaders and innovative brands for an in-depth look at the critical issues today’s email marketers face, how to address them head-on, and how to excel in a complex digital marketplace.

Tickets:

Marketer and Platinum Tier Member Company Pass: $299

Marketing Solutions Provider Gold Tier Member Company Pass: $349

Marketing Solutions Provider Silver Tier Member Company Pass: $399

Individual Members or Non-Members Company Pass: $499

10. Virtual Global Growth Marketing Conference 2020

December 8-10

Growth Marketing Conference is the leading, globally-focused event for B2B and B2C growth marketers. We host world-class thought leader speakers and workshop instructors to teach 1,700+ attendees the actionable, no-nonsense growth strategies and tactics that drive rapid, cost-effective, and sustainable revenue and user growth – in 2020 and beyond.

You’ll learn the strategies and tactics to grow your company from industry-leading brands like Google, Microsoft, IBM Watson, Salesforce, Uber, Lyft, Box, Airbnb, MongoDB, PagerDuty, New Relic, SurveyMonkey, Box, Vimeo, and many more!

Tickets:

All-Access Pass: TBA

All-Access Team Pass: TBA

What a lineup!

You certainly have no shortage of extraordinary virtual events this year.

And that’s good, because you don’t want to miss out on all the business-revolutionizing benefits of attending events – learning new, high-performance best practices, discovering the latest tech and service vendors, networking with the industry leaders who can really transform your company or career, and more!

And thankfully, you don’t have to.

You can get it all on your favorite desktop or mobile device.

The world may be suffering this year under the weight of the COVID-19 outbreak, but your business doesn’t have to.

See you at the shows!

From COVID-19 to New Initiatives, What GMC Is Doing for You in 2020

Growth Marketing Conference have always taken care of you in the past, and we’ll keep doing so now. In the wake of the COVID-19 pandemic and quarantine, you need help more than ever. So, we’re introducing several new Growth Marketing Conference initiatives to keep your growth numbers strong during these trying times, along with evergreen growth resources you can deploy – whenever, wherever – even after this crisis is over.

What a rocky last few months!

And if most of the current COVID-19 forecasts come true, the next few months will be rocky too.

But that doesn’t mean your growth – or your bottom line – has to suffer.

Your friends in growth at Growth Marketing Conference have always taken care of you in the past, after all, and we’ll keep doing so now.

Because in the wake of the COVID-19 pandemic and quarantine, you need help more than ever.

So, we’re introducing several new Growth Marketing Conference initiatives to keep your growth numbers strong during these trying times, along with evergreen growth resources you can deploy – whenever, wherever – even after this crisis is over.

After all, we’re a community.

And when any of us succeed, we all succeed.

So, let’s get started!

Actionable Virtual Events

Digital marketing virtual assistant

Events are the future of marketing, and the current lockdown doesn’t change that.

It’s just made us a little more resourceful and inventive – the kind of outside-the-boxing thinking that Silicon Valley is known for.

But it turns out the answer is pretty simple – we’re going virtual.

We can reach a larger audience that way – at a much lower cost, no less – all over the world.

In fact, one of our last virtual events, the B2C Growth and Innovation Virtual Summit, had 7,000+ attendees.

B2C Growth and Innovation Virtual Summit – April 2020 was a huge success with over 7000 attendees!

And it’s not hard to see why.

This B2C Growth and Innovation Virtual Summit teaches you everything you’ve ever wanted to know about the strategies, tools, and tactics that are actually making a difference at the world’s fastest-growing companies – despite all of the challenges we’re facing today.

And what’s more, it’s still available to watch on-demand!

Our B2B Growth and Innovation summit had 4000+ attendees.

B2B Growth & Innovation Virtual Summit happening June 3-4, 10am – 2pm PST

You can still watch the B2B Growth and Innovation Virtual Summit on-demand here.

But don’t forget to mark your calendar for our next virtual event, too – the Product Growth & Innovation Virtual Summit.

Product, Growth & Innovation Summit – August 12-13

It’s streaming live to your favorite desktop or mobile device, August 12-13.

In this interactive Virtual Summit, you’ll learn How to Launch Growth-Ready Products & Build Agile Growth Models for Spectacular Business Success in 2020 – and Beyond!

Whether you’re a CEO or founder; an event marketer, field marketing manager, or demand generation professional; or you just want to master what really works in growth marketing, you should definitely check out our virtual events.

Virtual Library & Weekly Podcast

That said, we’re not limiting our growth education to just a few events –comprehensive though they are.

We’re also offering on-demand, tactical-actionable growth video tutorials, too, as part of our exclusive Virtual Library

From B2B to B2C, marketplaces to e-commerce, mobile apps to social media, and so much more, the Virtual Library will teach you everything you want to learn – streaming on-demand and in high-definition.

A wealth of best-in-class growth marketing education– 250+ actionable video tutorials and growing! – is waiting for you.

And while you’re at it, tune into our weekly podcast, The One Growth Show!

In it, we cover a single case study or growth strategy with our high-profile, industry-leading guests.

We distill everything down to the best 15 minutes, too.

We’re not trying to waste your time, after all, and as we all know time can be very hard to come by in our industry.

Every week, we give you everything you need to really supercharge your growth and send you on your way, so you can get back to work armed with new growth strategies, tactics, insights, and trends that will add a few more zeroes to your bottom line. 

And who doesn’t want that?

Virtual Power-Networking

Executive Networking with GMC

As we all know, networking – or the lack thereof – can really make or break you.

The right connections can open doors you didn’t even knew existed to incredible job opportunities, better talent pools, high-value customers, profitable business partnerships, and more.

Similarly, if you don’t network at all – or worse yet, network with the wrong connections – your company or career can really nosedive.

Thankfully, Growth Marketing Conference, being the community-based company that it is, knows a lot of great people.

High-flying Fortune 500 executives, rising-star startup founders, well-established investors, and so on.

And we’d like to introduce you to them.

Join Growth & Innovation Virtual Summit: The Ultimate Learning & Networking Edition. 

It’s a virtual event, so you don’t have to worry about transportation logistics – or even getting off your couch – not to mention breaking lockdown restrictions and risking infection.

It’s perfectly safe and stress-free.

Growth & Innovation Virtual Summit: The Ultimate Learning & Networking Edition is a high-impact event made for growth and marketing leaders

We’ve created a more intimate format with growth leadership sessions designed for multiple rounds of interaction with speakers and your talented peers

At the end of one day, you’ll walk away with actionable advice you can immediately implement at your company. 

This exclusive, mentorship-focused and networking-driven event is your passport to the heart of the growth marketing community. 

Due to the intimate format, this event  is limited to 200 seats

So, make sure you check it out as soon as possible!
After all, you don’t want to miss your opportunity to get on a first-name basis with many of the top thought leaders working in growth marketing today, do you?

Exclusive Hiring Opportunities

We’re also pleased to announce one of the most exciting partnerships we’ve signed in recent years.

Growth Team – Job Board

Growth Team is a comprehensive, easy-to-use job board for performance marketing, demand generation, product marketing, and growth marketing professionals.

They’ve built a one-stop-shop for all your job-hunting needs, and we at Growth Marketing Conference are proud to help them expand their reach – so you can get the jobs you really want.

Which, of course, is all the more important now during these trying economic times.

Together, Growth Marketing Conference and Growth Team can even make personal introductions on your behalf, so you can cut through all the noise and start connecting with the decision-makers who will actually be hiring you.

So, take a look.

There are quite a few incredible opportunities waiting for you!

Virtual Events-as-a-Service

GMC Event as a Service

And, of course, we have to turn your attention to our newly launched – and all modesty aside, already very successful – Events-as-a-Service (EaaS) product.

As you probably know, Growth Marketing Conference has been in the events business for a very long time.

We’ve produced more than 500 successful events – including 300+ virtual events and webinars – so know the industry backwards and forwards.

And we’d like to help you produce a successful event of your own.

We’ve already done the same for IBM and Pantheon, and you could be next.

For now, we’re focusing exclusively on virtual events, and this is the perfect time for them.

In the midst of the COVID-19 outbreak, there’s no better way to capitalize on that incredible event marketing ROI – while still keeping everybody safe – than through hosting a virtual event, after all.

Just let us know what you need help with.

We can take care of event logistics, run marketing campaigns for you to promote it, bring in high-value speakers, and more.

Or, we can produce the whole thing for you – start to finish.

Whether this is your first event and you don’t know quite what to do, or you simply don’t have the resources to dedicate to event marketing right now, we’ll care of you.

All that aside, don’t forget – we’re all in this together.

Not just in terms of the COVID-19 outbreak, but in general.

We’re a community, after all.

When one of us succeeds, we all do.

And I’m very happy that Growth Marketing Conference can do something to help you or your company perform better.

It’s why I got into the events business, after all.

If you need anything at all, don’t hesitate to ask.

Inverted Unicorns: How to Think Outside the Box for Unexpected Facebook Ads Success

It's no secret - Facebook ads are getting more expensive and the market for them more competitive. Luckily, there's another way. Forget the usual Facebook ads playbook - targeting people who are obviously relevant to your ads - and start getting creative. Join Larry Kim, Founder & VP of marketing at MobileMonkey, on this podcast to learn all the unorthodox tips and tricks he's personally leveraged - or witnessed firsthand - for finding Facebook ad success in the most unlikely places.

Listen on Apple Podcasts

AO: What was one unconventional growth tactic that you ran that did support surprisingly well?

Larry Kim: Hey Adam, thanks for having me today. Today I want to talk a little bit about Facebook ad costs and how to drive them down, using some weird tricks. Let’s face it, Facebook isn’t cheap, audiences used to cost a dollar CPMs like five years ago or closer to a hundred, $150 these days. So if you’re doing Facebook ads kind of the normal way, I think that it’s going to be very expensive and probably you’re losing a lot of money on that. So I’d love to share with you some weird growth hacks, ideas to kind of get more out of your ads by just employing clever ideas.

AO: We get the problem, we hear it all the time. Could you tell us some of the impacts? How would you quickly summarize a strategy that you have, that’s going to help us get around this?  

Larry Kim: Let’s see here, in Facebook ads, I think there’s sort of this playbook where you sort of target the people who you think the ad is relevant to. But I wanted to explore a different angle, which is targeting people that are who have no relationship, where you’re targeting interests that don’t necessarily correlate to your target buyer or it doesn’t really, really make sense, but let me explain you a little bit. So you’re going to have to use your imagination a little bit. A friend of mine showed me this ad and the ad was to buy a t-shirt. Okay. And the t-shirt said, “Life took me to England, but I’ll always be an Arizona girl at heart”.

So this girl, friend of mine, she’s living in London and she was born and raised in Arizona, but that was like 20 years ago. OK. And somehow, some clever advertiser is targeting her in London with this ad that says “life took me to England, but I’ll always be an Arizona girl at heart”. And she’s like, WTF is my phone listening to me? How do they know this? And so that’s an example of what I call inverted unicorn ad targeting. Don’t worry if you’ve never heard of this, it’s just a made-up word that I’ve termed.  

But in a nutshell, it’s a recipe that you can copy to create really, really crazy ads that you know, where people are like do a double-take and they’re like, how do they know about that? And it’s actually really simple, Adam. If you break it down. The first thing that ad is doing is it’s targeting people who live in the UK, who are women because it has to have like the image, it had a woman’s shirt on. There’s a demographic that you can overlay. It’s called recently moved. So women who live in the UK who’ve recently moved, but the question is, how do they know that my friend was originally from Arizona? Cause that’s kind of the punchline there, like “life took me to England, but I’ll be an Arizona girl at heart”. How do they know that? Basically, it’s very clever, they’re targeting unrelated interests.

So what I mean by this is they’re targeting people who live in England, who recently moved and who like a local business or club or organization that’s located in Arizona. So it could be a high school, it could be a sporting team. It could be a bar but like the combination of those three kinds. If your audience meets those three criteria, it’s not a bad bet to guess that that person originated from Arizona. Why? Because why else would they like some random school or bar or sporting team, like way out, so far away from the UK. Do you see what I’m saying, Adam?  

So this is kind of goes against conventional advertising theory. So conventional advertising theory says, well, you’re supposed to go after related audiences. There’s a suggestion bar in Facebook ads where it says “type your interest”. And you could type in people who like marketing. And then it’ll say suggest more interests. Like people who do email marketing or people who like HubSpot or people who like SEO, you see what I’m saying? But these are all related interests. Like they’re kind of a subset of each other. Or, at least they’re sort of concentric circles. In terms of the Venn diagram, what I’m suggesting is that there’s a new way, there’s a possibility of coming up with ad targeting where you target unrelated interests. There is no correlation between people who recently moved and live in London, but who originated from Arizona.

They like a certain high school in Arizona, there’s no higher propensity for that person to be from Arizona than it is from Massachusetts than it is for Canada. Do you follow me here?  

So what this targeting method does it does two things. The first thing it’s doing is making an educated guess by thinking if these two things, these three things apply I think I can spin a narrative of your life. The second thing that it’s doing is it’s making something, it’s creating goosebumps. Like people are commenting on this ad. They’re saying, “WTF,  is my phone listening to me?” How many Arizonians are actually live in the UK? Why am I seeing this? It’s just, it’s just crazy.

So when you make these guesses about someone’s demographics or interests or behaviors, based on what a plausible scenario targeting certain areas and kind of extrapolating some kind of a hypothesis about their identity and then that you’re usually right. Those tend to get very, very high engagement rates, like people commenting, liking, sharing, clicking, and then, of course, the way the Facebook algorithm works is higher engagement rates that means more impression share. That means more the ad server will be more likely to serve it at a lower, effective cost per engagement because you’re generating so much engagement from the impressions that you’re you’re accruing.

AO: One quick question that I have is just the size. It sounds like in this example, the limit, it’s like a super limited size. Is that been a problem for you now?

Larry Kim: So what you would do is you would roll this out, in a thousand campaigns, as “Life took me to Canada, but I’ll always be an Oregon girl at heart” or “an Oregon guy at heart”. It’s just an exercise in cloning, a gazillion campaigns with ultra-high engagement rates. Do you see what I’m saying here? 

AO: I did it, I mean, this is it’s brilliant and it makes so much sense. Could you help us with even more examples potentially around B2B buyers? Because I know I can think of examples in my head, but I’m curious if you can help us, like sure, sure, sure, sure, sure.

Larry Kim: Look, I use this in my marketing all the time. My company MobileMonkey, we’re a Facebook, we’re the world’s leading Facebook messenger marketing platform as well as SMS and SMS and webchat. But like a lot of B2B companies, we’re trying to get our name out there. And so we do a lot of content marketing like just blogging. And one of the things I wrote like a year and a half, two years ago. This was during the election, just after the 2016 presidential election in the US. It was just an article on fake news and how easy it is to spread fake news on Facebook. I thought that was a relevant topic because we do Facebook, our core audience is Facebook marketers. I just thought that was an interesting topic to write about.

And so we just wrote about it a story, how I just create a fake website called, “Citizens news networks.org” or something like this. And then I created a fake news article on that fake website. And then I created a fake Facebook page and posted the fake articles to my Facebook page. And then I just ran an experiment and showed how Facebook makes it very simple to like, boost posts, and then generate an insane amount of clicks and views and comments and likes and all this stuff. So that was sort of research. And then I wrote it up as a case study. So the blog post was written, “Here’s how you create fake news on Facebook and in four easy steps in 10 minutes or less”.

So that was the article that I wanted to create as kind of a PR stunt for link building and trying to get attention to your business. You see everything. So this is kind of a B2B brand building kind of thing. And so now I have this really great article that kind of goes through the step by step approach to spreading fake news. And I think that it’s going to be interesting to a wider audience of people. Now, I just need to promote the article. I need people to read the article so that they start sharing it and stuff like this. And the problem is I don’t want to spend a lot of money on this stuff, I’m cheap. So I limited the promotion budget to 50 bucks.

But we generate tens of hundreds of thousands of views for the article. So the question is, how did I do it? And the answer is I did it with Facebook ads, and I did it using the same inverted unicorn ad targeting method that I just described to you a minute ago.  

Adam, I had a hunch that this article would be more interesting to liberals. Because they were upset about the election, rightly so. And like, they thought they were going to win it and this unexpected thing happened. And naturally, people want to point the finger at somebody “Oh, see, it’s Facebook’s fault”. You know, like this is all because of Facebook’s and the Russians, and they’re doing all this nasty stuff on Facebook, and that’s why this happened, you know?

Like they want to sort of explain things. Does that make sense? 

All right, I’m going to target this ad for my blog story on my blog. I’m going to target it to liberals. All right. Like people who donate liberal causes, people who vote democratic, these are all targeting options in Facebook ads. The problem with that approach was that there were 55 million of these liberals. It tells you in the audience estimator how many people you’re targeting here. All right. And I was like, well, wait a minute, like 55 million people in this audience. And I only want to spend 50 bucks on this, on this PR stunt.

So that’s kind of what I describe as a sort of like your audience size is not commensurate with the amount of money you have to spend. If you’re even close, if you’re only spending 50 bucks, then you have no business targeting such an enormous audience. You’d be better off whittling it down from 50 million to 50,000 or 5,000, even. So that’s where the inverted unicorn comes into play. So I need some way to slice and dice these 50 million people. And conventional advertising says, well, why don’t you get the really, really, really like liberal people, like people who, what’s a liberal publication? Like people who also like MSNBC or something. 

You can find even more liberal people who are more likely to eat this stuff up. And I was like, no, let’s try a different strategy. Let’s try an inverted unicorn strategy where we target something that’s completely unrelated. So in this case, and this is kind of ridiculous. I targeted people who like a television series called “Star Trek. Deep Space Nine”. It’s like a very modestly popular show, like 20 years ago in the nineties. The Star Trek genre.  And there was this one episode where there was some kind of a Romulan Senator who, his name was Senator Vreenak.

And the whole point of that art or that episode was basically like fake news was, about fake news kind of using, how fake news was used in the 24th century to get these, the species into a war. So this is like a real niche, who the heck is going to know? Only a very, very small number of people. This is so niched. So I went after liberals, who also liked the steepest deep space, nine fan page, and it cuts it down to the audience to like 100,000 people. And basically in the ad copy, in the image, I used an image of that Romulans Senator Vreenak where he’s saying “this is fake”.  

It’s like a meme. But it’s a very, very obscure, it’s an obscure meme. I don’t expect anyone here listening today to understand that need, because it’s just such an obscure show, but that’s okay. Because I only have $50 to spend. And I don’t need all 50 million of my audience to recognize this. If it’s even just five or 10,000 or a hundred thousand, I’m fine with that. You see what I’m saying? Cause I’m only spent 50 bucks. So I combined this kind of imagery of an obscure, Romulan Senator saying “this is fake”. And then using that as the hero image for this article on fake news in, on Facebook for the 2016 election.

And that was my experiment, going after unrelated interests rather than correlated interests. That’s the inverter unicorn ad targeting method. And basically the thing went bananas. So within minutes of posting this thing, it generated, hundreds of thousands of impressions and tens of thousands of clicks to the website. And you can even see like the Facebook posts, it’s, there’s thousands of comments and likes and shares and I know that it worked because people usually don’t drop comments on ads. But there was hundreds of comments in the ad saying like, “ha ha ha. I love that episode”. Someone even incredulously, wrote a comment to the ad saying, “I don’t get it, how so many people in the world even know what this obscure reference means?”.  

But yeah, he’s opining in the comments saying ”how is this possible? Like, the person is so happy to be on the inside of that inside joke. But what he didn’t realize was the only reason why he’s seeing this ad is because I have had a hunch that based on the fact that you liked such an obscure fan page, that you, you would be in on this joke. 

AO: So good. And the fact that we know that he’s potentially liberal in that, in the way that Facebook categorizes it. So you put those together and it’s just like an explosion of, like, I can’t believe that someone gets it.  

Larry Kim: This is an article that I’m interested. And it’s a cultural reference that I actually understand. And look, you just have to think a little outside of the box here. You asked for a B2B example and every B2B company is doing content marketing. And every B2B company has a small budget for content promotion. this is an example where a little bit of creativity, targeting unrelated interests and then reflecting that back in the ad copy. So that it’s not just one interest that is drawing the viewer of your ad to engage with your content, but multiple interests simultaneously. So love of “Star Trek. Deep Space Nine Plus” a love of like political content. Those are unrelated. That it just opens up kind of new opportunities to engage with users in a much more effective way, than what every other freaking advertiser in the world is doing, which is targeting you based on your more obvious interests you’re following.

AO: I, man, this is so good. And I, like, I know that we can directly apply this just as growth marketers here immediately. So I thank you so much, Larry, for going through this example. And I love the humor in it. I think that’s a piece that we can’t miss and just the creativity and like, you just, you did a great job connecting something that, that you knew that that audience would find funny. And like, it sounds like you nailed that. And that’s something we can’t overlook that I know that’s probably the hardest part here. You didn’t pick, you pick the right thing to show them, but you did, but yeah, you nailed it. And I can’t believe that you spent $50 on that and got that kind of impression.

Larry Kim: So there was one other crazy thing that I did with Facebook that had a really amazing impact. It was kind of inspired by the Russians. The Russians weren’t just trying to promote content that was very one-sided to people who have held those biases. Like they were trying to create a fight. They were trying to create a food fight. The meaning is they would create content and then they would promote that content to the people like the vis of content, on the vis of social issues, they would then promote that content to people who held very strong views that were both for, but the genius part was both for and against that point of view. So what they, they kind of correctly inferred was that these Facebook algorithms, they really, really weight comments and comment replies, in terms of the weighting of their, ad and newsfeed algorithms.

So if you’re, this is going back to this point, if you’re just targeting the people who are interested in something. Then the comments which are so valuable, they have nowhere to go. They’ll just be like, I agree or great posts, but the stuff that the newsfeed algorithm likes to show to the surface is where there’s like lengthy, comments and comment replies. And comments, uploading, or downloading, like thumbs up or thumbs down of those comments.

Another experiment that we ran was just trying to promote content to both people who would eat this stuff up, but also people who would have an allergic reaction to that content. I did this with an article called, “Harvard study shows that working mothers, generate, oh sorry, raise more successful daughters”.

So “Working moms raise more successful daughters“. So that’s an incredibly divisive study because, first of all, stay at home moms hate that. Because they’re working moms too. They just happen to not be working in a conventional office setting. They might have it harder, and of course, you have the working mothers too, who will have mommy guilt. So they feel bad for having a nanny raise their children. And so they want to clean, they want to validate their life choices. So they see this article saying like, Oh, Harvard study shows that working moms, raise more successful children. So they’re going to engage with this. They’re going to write long comments.

Like, “this is why I work so hard, it’s to provide a great example to my daughter”, we targeted this, this piece of content to people there’s people who are female, but have CEO titles or managing director titles, really high powered women, parents. Everyone has children and home. So that’s kind of the people who are gonna eat this up and want to support and share this thing, like crazy. Right? Cause they want to validate their worldview. And then simultaneously we were spending 50 bucks to promote the content to the opposite. There are all sorts of targeting things like a stay at home mommy. There’s one Mommy CEO group worked for, for stay at home moms, just targeting the opposite, people who are not employed in a workplace, but have children and are raising their young children. And we just put 50 bucks to each group, then the sparks just flew, there were 64,000, reactions on that one post. Well, it’s because the magic is the comment replies and then the common engagement. So I just wanted to share that.

AO: It’s amazing. I mean, it just makes me think, man, it’s just, so it’s so creative, like you’re in touch with, with your audience.

This is what the Russians used. Like literally, they just wanted to create a food fight. Now, in terms of your own marketing, I’m not suggesting you start a food fight, but, there are definitely ways to spur legitimate discussion. Like if you’re promoting the keto diet, there’s going to be people who want, I don’t know, the paleo diet or something, so you can target others, people who have different strong views on something else. And a little bit of civil discourse, I think, goes a long way for these algorithms. So you just need to sort of think beyond this idea of targeting kind of the people who are likely to be interested in the ad. In the first example with the inverted unicorn, I was suggesting targeting unrelated uncorrelated interests in order to create a more, kind of captivating ad experience. And in the second example, I was suggesting targeting people with the opposing view in order to generate comments. And if you combine those two together, I think that’s a very effective way of using Facebook ads that still works in 2020.

AO: Larry, I’m excited. We got to try stuff like this in terms of just the two principals you said, and I cannot believe the low amount of money you spent. I mean, I just like it when I’m here 50 bucks, I’m like, Oh man, that’s not going to go far in, like, this is incredible. I wonder the equivalent, to get the equivalent traffic that you generated, how much money you had, would had to have spent in a traditional way of viewing ads. Yeah. Yeah. That’s like, you can’t, you can’t do it that way anymore because the costs are just too high. So you gotta get creative it, man, this is incredible. Our audience is gonna love this. Thank you so much, Larry. that’s all I got, man. We’d get, we got to have you on the show again and maybe a year or so when, as you continue with these really cool experiments,

That’s it. Another great episode The One Growth Show the official podcast of Growth Marketing Conference to learn more about upcoming events visit growthmarketingconf.com and subscribe to the newsletter. If you enjoy this episode, let us know. We’d really appreciate if you give us a 5-star rating, it’s super easy, just click the last star on iTunes and also share this episode on social media after all you want your network to know you’re the person they can always turn to for the best growth and marketing content, don’t you?

How To Turn LinkedIn Into A Personalized Growth Machine.

Melinda Byerley, Founding Partner of Timeshare CMO, explains how she finally cracked the code on LinkedIn. No, it was not some hack, she went back to the basics with a single post offering 4 hours of her time to anyone that met her target criteria. She said a high percentage of these calls turned into deals, but it wasn't about that. It was about serving people and learning from their challenges.

Listen on Apple Podcasts

Episode Summary Introduction:

MB: Till one day it occurred to me that what people really wanted was to spend time talking with me. And so I basically put out an offer to speak with people who are in our demographic. I laid that out very precisely and then I said “this is why I’m willing to give free time to talk to and to solve certain problems with” and for the first time I really started to see LinkedIn generate results.

Adam O’Donnell: Boom, welcome to The One Growth Show brought to you by Growth Marketing Conference. We are the only podcast in the world that breaks down a growth experiment or delivers an actionable growth strategy.
No fluff no nonsense so you can get back to your day and start making a real difference to your bottom line.

We’re your hosts. I’m Jorge Soto.

I’m Adam O’Donnell, here we go.

AO: Melinda explains how she finally cracked the code on LinkedIn. No, it’s not some hack. She went back to the basics with personalization. She created a single post that offered four hours of her time to anyone that met the target criteria. She said “a high percentage of these calls turned it into deals”, but it wasn’t about that. It was about trying to serve the people that she loved serving and learning from their challenges.

Here’s Melinda Byerley, a founding partner of Timeshare CMO.

MD: Well, I think there’re a lot of misconceptions about growth tactics that they have to be scalable, they have to be fast, they have to be impersonal and really the most recent growth tactic that I’ve used is to actually be very personal with people. So as I thought about who our customers were at Timeshare CMO, they were senior-level marketers and many of them are used to being approached by people all the time all day every day in their LinkedIn invites and I tried the advice that was given to me by many different sources on the internet until one day it occurred to me that what people really wanted was to spend time talking with me.

And so I basically put out an offer to speak with people who are in our demographic. I laid that out very precisely and then I said “this is why I’m willing to give free time to talk to and to solve certain problems with”, and for the first time I really started to see LinkedIn generate results.

So, what’s the takeaway here?

I mean, we’ll talk about some of them but it’s really about being human. I think this is going to be the counter-intuitive narrative, which is really getting clear about who your target audience is and making sure that what you’re offering is uniquely tailored to them.

AO: Oh my gosh, this is going to be fun to talk about because we use LinkedIn all the time. So you’re saying what you basically did was an initial post. Or you had to change your title on LinkedIn? What was the initial thing that you said: “these are the people that I’m trying to talk to”? Could you dive into that?

MB: Well, I was reading Seth Godin’s book “This is Marketing”, which I think is probably the most important book on marketing written in recent memory. It is a slim little knob,

A slim little book, just like most of what Seth writes, but it’s just it’s pure distilled wisdom delivered like mainlining and I kept stopping and making notes. And one of the things he talks so precisely about is when you segment your audience, we spend a lot of time talking about where do they live and how much money do they make, and are they men or the women, and how big is their company. And instead of talking about who they are, what they believe in, who is like them, and why they are like us, and why we seek to serve them and literally in the middle of reading that book I was inspired. And so I logged in to LinkedIn at that moment and I made a post with this offer and it blew my mind like how it was the first time that any tactic I had really tried on LinkedIn seemed to have tangible sort of results.

AO: I love it. Can you tell us the actual post that you wrote or something as close as you can get?

MB: Well you have to know, this is the beauty of it Seth says “if you tell people your tactics they can copy your tactics. If you tell people your strategy they can’t copy your strategy because very few people are willing to put in the time and effort to think through what their audience wants and who they are”. So I could say well I’m not going to tell you that because if I tell you that you’re all going to try and do it. But the fact is that you can’t all do what I did because your customers are not the same as my customers.

So here is the insight for me. Was that my customer from Timeshare CMO is not even a CMO. Every CMO is not my customer. My customer is a particular type of CMO. They have certain things in common. They have certain things that they believe, they have certain ways that they work and act and think and so with that in mind the post that I offered was “four hours of my time to anyone who was new in a CMO role to talk about how to be more successful and how to keep their job.”

And I offered that to only two people in my network or people who were referred by my network. So you couldn’t just call me up on the phone and get this offer or you had to be someone who was known to me directly or known by somebody who knew me.

And it worked gangbusters. I positioned it as a gift. It was like it is a gift because I don’t do this, I don’t give away my time, I’m very protective of my time.

And so it was hey, you know, you’re doing a favor for a friend of yours because they’re getting four hours of free coaching essentially free support with no strings attached.

No sales process. No hassle. Just four hours of time with me to talk about how to keep their job and how to be successful in the role that they’re in and that worked.  

You know people who wanted to refer to their friends. I had people in my network call me. I had people who heard about the offer and begged to be spoken with. Even though they weren’t in my network and I made an exception in a couple of cases because it made sense.

AO: This is so cool. I mean it’s so basic but it’s so insightful at the same time. I’m just already thinking about how we can apply this and just what we’re doing as well. Help me with those actual calls. You obviously weren’t doing a four-hour time thing. This may be like, hey, let’s have an hour a week at least…  

MB: Yes, and this doesn’t work for everybody because not everybody out there has 20 years of marketing experience in Silicon Valley to make the first hour with the top CMO value-added.

The point of this tactic is not that everybody listens to this should go out and do this. Because chances are unless you have had 20 years of experience in Silicon Valley or whatever you’re doing, if CMOs are your target it will ring hollow, it will ring fake.

That’s why I’m able to talk about it or not be possessive about it because you can’t get away with this unless you can deliver. If you get on that phone call with that CMO and you’re not delivering value in that hour you won’t get another phone call or another one.

So the point of all of this, of the growth tactic, is to slow down for a moment and really think about who your customer is and what do they have in common with each other? Not just their demographics, but their what we call psychographics.

It affects their beliefs, their attitudes, what they’re afraid of, what they need, what they want, and how you can be useful to them at that moment. It’s a point of service. It’s really thinking about how to serve your customer well.  

So the tactic may not work for everybody and that’s not the point. The point is the strategy which is really getting at who you seek to serve and trying to make your offer combined with that.

AO: I love it. Yeah. This helps us kind of paint the picture for our listeners. They are trying to ask themselves this question, wow this worked for Melinda. But how do I apply this to what I’m doing? Because I’m not as well known or maybe my company is. But how can I take this same method?

So do you want to talk about creative things that you’ve seen that could be similar? I mean obviously rooted in like I want to serve my customers if you don’t want to serve them then you probably shouldn’t be in that business.

MB: That’s right. That’s exactly right. And that’s where the creativity comes into play. So one of the things that has really sort of concerned me in the sort of growth marketing movement is the sort of like repetition of tactics and that’s what makes them feel like spam.

That’s what makes them feel impersonal because they are impersonal. And you have to be willing to say who is not my customer. So who is not your customer who is not the person you’re seeking to serve and to take a risk with who you seek to serve and be only towards them.

Every time I put out something like we serve some very high-end clients like DVD Netflix, GitHub, Stack Overflow, like if I just put that out there that wasn’t enough because there are lots of great agencies out there that serve top brands.

But the people that want to hire Timeshare CMO, look at the world a little bit differently.

It’s not everybody. Everybody is not your customer and that’s going to feel strange to anybody who’s all about scalable growth tactics. But the first step in this strategy is to accept that not everybody is your customer and to be very clear about who is not your customer so that you can really drill in and talk to the people who are. One way you can do that, for example, is to create a matrix. A 2 by 2 matrix where you plot two attributes, again, this comes straight out of Seth Godin’s book. It’s two attributes that you were thinking you said, it could be your price. It could be your service. It could be all kinds of things with certain features. It could be anything. But figuring out where you are and where you want to be.

You can’t just go out and copy what I wrote on LinkedIn, because, first of all, my customers may not be your customers, there are CMOs that I serve that you may not want to serve and vice versa.

And so go after the customers, see what your customers have now, what do they have in common. It is not just like their companies so many agencies focus on industry. We serve companies in many different Industries because we serve people and people. Look for the commonalities.

AO: I got it. When I ask these questions I know that it’s just a weekend-long to get a categorical answer here. But what was the conversion of the people that you talk to that became business down the road?

MB: Well, it’s another thing, my customers take a long time. This is a relationship business.

So my conversion rate is irrelevant really because it’s been successful for my business and that’s my point.

So I can’t say to anybody that if you go do this your conversion rates are going to be X. I can tell you that it blew me away that a wild idea that I got after reading a book, posting it on LinkedIn at 10 o’clock at night yielded, you know, probably half a dozen or a dozen phone calls with people within 24 hours.

That was unheard of for me up until that point.

I really felt like I hadn’t understood LinkedIn and even though I was very successful on Twitter and I’d gotten a lot of business off Twitter. I hadn’t figured out LinkedIn yet. And this one worked for me. It may not work for everybody but I do think the takeaway is the power of Seth Godin’s book, which is really understood and finally figured out who I served and why I served them and then the people who wanted to be served in that way. They found me.

AO: That is so good. Yeah, could you share some of the learnings that you did learn from those calls that you had?

MB: Well, I mean, I do think that you know, again it reaffirmed there were some calls where it became very obvious after a couple of hours that this person was probably not going to be a client from for us, but that’s okay because they might refer someone else to us, or they might call us when they are at the next job. 

Second of all, I learned about other Industries. So some came out of industries that we had no experience with so that was interesting I could learn about what was going on in a particular field and some became clients quickly, some very quickly converted into clients, some are still in discussion some are you know taking their time and sometimes it’s obvious there’s a perfect fit.

There are some commonalities with dating in the work, I would say one of my biggest learnings is that the thing I spent my whole life learning to be an expert at which was scalable marketing was exactly the opposite of what my company needed at this time.

AO: Wow, that is really interesting.  

MB: So you have to be willing to say, you know, once you have this tool that not, you know if you have a hammer everything starts to look like a nail and you’ve got to be careful about that marketing is service business to top CMOs, consumer packaged goods, B2B, Financial Services like that is not something you do in a scalable way. It is a relationship and it is a completely different approach.

It took me longer than it should have to learn that but the faster you can really grab onto that the faster you’ll be successful 

AO: So good. So, I mean, let’s just say that this is the right approach for someone like in terms of this LinkedIn Outreach just sincerely saying hey, I really just want to talk to people in this category.

What were some of the roadblocks that you found?  

MB: We kept it simple like everything I think again growth marketers tend to over-engineer things, especially if you have an engineering background, the whole point is to be human, the “be human”.

So it was a simple Zoom call. There was nothing to mess up.  

I do have an assistant who helps organize my calendar and most of these people have assistants as well.

So that went pretty easily sure there were people who didn’t show up but usually, it was by accident and so we learn to send out reminders the day before to say “don’t forget you have a call tomorrow”. But nine times out of ten, you know by the second or third call we were talking on cell phones, you know, I would be talking to people while they were walking their dogs or renovating their apartment or you know, cell phone numbers were exchanged and it got casual very quickly.

I think you know there’s real power in the human approach in the and so thinking about you know, even if you are looking for a scalable tactic, I think the extent at which you really can try to be human with it will determine your success.

AO: No doubt. Well, just a final question. Can we talk about the agenda of that call? And I know I’m sure that word may be too structured even considering what you’ve been sharing so far, but could you just kind of discuss like the beginning of how you would start a call?

MB: Well, it’s again, you know, it depends on what you do for a living but in my case, I serve CMOs who are typically new in their role or seeking a change in their company. And as Seth Godin says “marketing is about change”. And so hearing a lot of its listening and I think that’s a good marketer should be a good listener.

So again, who are these people you seek to serve, and what are their problems? How are they solving their problems? What are their pain points? What are their fears? And every conversation I had just kept reinforcing what I was learning about what our customers have in common and what they don’t have in common and it’s made it easier for me to do some of the more classic LinkedIn tactics that were not having success before so if I’m now doing an inmail now I can talk about maybe I don’t use an email maybe I only use second-degree connections and I send something very personal. I like congratulations on your new role and I’m and it’s and it’s a very personalized thing. It is not something that’s done by bots or by a link farm or by some people who don’t even know me or know the customer.

There are just some things that I won’t do at this point.

We’re trying to build relationships with people because they’ve seen it all. These people have seen it all and there’s no fooling them. They know what a bot is. They know it’s a fake spammy automated outreach email, they know and most of them don’t even go on LinkedIn anymore because of that. Because they’ve been overwhelmed by spam. So how do you deal with people who have that mentality you have to be personal and you have to end. You have to be patient and sincere and it’s really about asking questions about the pain points and seeking to solve them the minute you get into this mindset.

Say, if I have to sell something you’re dead. Because you know, I can’t outsell McCann, Erickson, or BBDO, you know, those guys are great. They are the world’s best at selling services to large companies, marketing organizations. They’re great at it.

But that’s not what the people I talk to are looking for. They’re looking for human and real and very supportive marketing services.  

AO: Love it all. I mean at the end of the day, you’re basically just saying like is your purpose genuine like start with your heart there in terms of art. Do you actually want to serve these people and then work from there?
And then we’re not using the words tactics and hacks and do this and do that. It’s like hey, I honestly just want to know these people because I relate with him and I love being able to interact with them and just start from that and the answer becomes a lot more obvious.

MB: Yeah, and then if you start to do it, you can find ways to automate the process you can find ways to save time over time. But until you actually do it you can’t automate it. It and I see so many startups make this problem.

That’s what the founder will say. Oh, I just need to hire a salesperson and then our sales problem will be solved. No,  if the founder can’t sell. no outside salesperson can solve that problem for them.

They have to sell first, they have to learn how to sell it because they know the product better than anyone else and if they don’t know how to sell it they will never be able to teach someone else and that was the way I felt about where we were in the growth of our firm.

I knew that I wanted us to grow but I also felt like our growth has been so organic. We are blessed to have been grown organically over the last five years through word of mouth, through the networks.

And I knew that I couldn’t just hire someone to go fake that.

Otherwise, we’d be moving away from everything we stood for. So it was I have to go out and learn how to sell to people who don’t know me and until I understand how to sell to people who don’t know me how could I ever ask a salesperson to do it for me?

AO: So good. Yeah, this is the ultimate qualitative way of understanding your customer so that you can put things that are more scalable and placed in the right way. Yeah. I love it. This is amazing. I’m going to take these things for myself as well. And I know our listeners going to be able to apply this immediately. So thank you so much, Melinda. This is amazing.

MB: I’m glad I could help have a wonderful day.

That’s it. Another great episode The One Growth Show the official podcast of Growth Marketing Conference to learn more about upcoming events visit growthmarketingconf.com and subscribe to the newsletter. If you enjoy this episode, let us know. We’d really appreciate if you give us a 5-star rating, it’s super easy, just click the last star on iTunes and also share this episode on social media after all you want your network to know you’re the person they can always turn to for the best growth and marketing content, don’t you?

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[Free Virtual Content] Best B2B Sessions from Growth Marketing Conference

Here are three of my favorite sessions from Growth Marketing Conference 2019. You're going to learn about AI, a better way for sales and marketing to work together, and why your SEO sucks and what to do about it.

You can’t make every event, and these days, there aren’t any events anyone can make…

So one thing you can do while you’re stuck inside, is review world-class presentations and reminisce of great events with great networking, you know… when a handshake wasn’t considered “Assault.”

Here are three of my favorite sessions from Growth Marketing Conference 2019. You’re going to learn about AI, a better way for sales and marketing to work together, and why your SEO sucks and what to do about it.

And if you like these sessions, we have 5 more free on-demand as part of our virtual library, you can check them out here.

Autodesk’s Unfair Strategic Advantage: How AI Quadrupled Their Conversions & Doubled Their Content Engagement – Siarra Nazir

These days, AI is ubiquitous – powering everything from Alexa to mobile apps – but too many marketers are ignoring it, mostly because they don’t understand it. Autodesk, however, didn’t make that mistake. 

They invested in learning how AI could help their business, and discovered more than a few creative ways AI could drive their demand generation goals, breakthrough periods of stagnant growth, and ultimately quadruple their conversions and double their content engagement. 

Just ask Siara Nazir. In this session, she’ll teach you cold hard best practices for leveraging AI to create and convert traffic, including some hard-won tips for choosing the right vendor she learned along the way!

Artificial Intelligence is truly in its infancy and the opportunity is staggering. That being said, even with Watson’s AI marketing engine increasing your conversion rate by 30%, you’re still not going to hit a 55% year over year growth goal.  You’re going to need more than just website optimization… 

So what can you do with AI to continuously increase growth? Use it to analyze your customers, their behavior, and develop key insights and ideas.

Jon Miller Katie Martell -Fireside Chat: What’s Next for B2B Over the Coming 10 Years & How You Can Be Successful Through Them All

From co-founding Marketo (acquired by Adobe for $4.8B!) to co-founding and running as CEO Engagio (ranked #1 ABM solution by Research in Action!), Jon Miller is something of a living legend in the B2B space. After all, he’s the man who literally invented marketing automation and coined the term “lead gen.” And in this visionary fireside chat, he’s going to leverage his considerable B2B experience and success to forecast what’s going to happen in B2B marketing over the next 10 years, along with teaching you practical strategies and tactics for making the most of these new developments. Your 10-year plan for B2B success starts here.

Jon explores the changes in the sales department and limitations of 1-1 conversations per rep at scale.

A rep could maybe manage 16 accounts at one time… And it turns out most sales reps aren’t that great at having 16 conversations with leads at various stages of the funnel.

But Jon realized that marketing is really good at keeping the conversation going. So in the past, the rep had to maintain those conversations, and marketing was done once they passed off the lead.

Now, for Jon’s team, marketing helps sales close the deals and keep leads warm through the sales process, not just before.

Eli Schwartz – Everything You Know About B2B SEO Is Wrong

SEO isn’t a monolithic thing. Depending on your objectives – and your industry – you will have different priorities and execute different strategies. Just ask Eli Schwartz, Director of Growth & SEO at SurveyMonkey. He makes a point of investing in search strategies that drive top-of-funnel user acquisition in service of SurveyMonkey’s larger growth goals. And in this session, he’s going to teach you how to write your own B2B SEO playbook (because what works for B2C doesn’t always work for B2B!), with your specific business needs in mind, so you can start reaping the search returns you know you deserve.

Key Takeaways:

  • Page speed is important, but once you implement the best practices, you don’t need to worry about every tenth of a second.
  • Mostly, great SEO is still about getting backlinks. Quality backlinks. Getting a Forbes writer who usually writes on science to write about marketing tech is probably not going to be very valuable. Google knows.
  • SEO is not an acquisition channel. It’s a brand and growth channel for generating awareness.
  • Don’t chase rankings, chase revenue. Ranking #1 doesn’t matter if it isn’t generated tracked revenue. 

Final Thoughts

Honestly, just rewatching these sessions has inspired me to take some action in my own business. And I thought I knew these things already…

What did you learn? What are you going to do in your business, this week, that you learned from these sessions? 

Would you like to see the top three keynotes from Growth Marketing Conference 19? Sign in to view

34 of the Best Tools for E-commerce Growth

Below I explore the most powerful, tested and vetted, e-commerce growth tools designed to help you grow your business starting at the top of the funnel and working our way down.

A Guide to Growing Store Revenue From the Top of the Funnel to the Bottom

There are only two ways to grow revenue for an e-commerce store…

Increase traffic or increase conversion rate.

(Okay, there is a third—increasing average order value/ lifetime value. But technically, you could put that under “conversion.” And while we’re at it, we should consider growing an email list the equivalent of increasing traffic, because that’s ultimately how it’s used.)

There are a ton of tools out there targeting business leaders like you. And no one has the time or budget to vet every single one of them.

So I’m going to save you a bit of time.

Below I explore the most powerful, tested and vetted, e-commerce growth tools designed to help you grow your business starting at the top of the funnel and working our way down.

I will compare similar tools to give you a few options and allow you to find what’s right for you.

Once you’ve narrowed down your list, I recommend demo’ing at least two tools in a category before committing it to your e-commerce technology stack.

Before we dive in, I must say…

Make sure you have the resources you need to execute a thorough strategy. Use the tools below as an extension of your resources, not a substitute.

The same way a person uses a hammer to hit a nail, you don’t simply buy the hammer, sit it on the table and expect it to drive nails on its own…

Prefer to watch instead of reading? Here’s the full breakdown.

Join 2000 growth marketers for the e-commerce track for Growth Marketing Conference 2020. Sign up now.

[Top of Funnel] Viral Giveaway Platforms

When you’re looking for an inexpensive way to drive traffic, putting together a giveaway can make a lot of sense.

The basic strategy works like this:

  1. Gather a handful of brand partners that serve the same audience (you sell dog collars, they sell dog leashes, etc.).
  2. Everyone agrees to give away $200 in product (or any other mutually agreed amount).  Each deal may vary slightly based on contribution level, reserve the right to share the email list with only your top contributors.
  3. You and your partners email your respective lists (and post via social media) to drive registrants.
  4. Optional: Run ads that drive attention to the giveaway.
  5. Announce the winner and sell product to the subscribers on the backend typically via an email drip.

There are a few tools that work really well for this type of strategy, any of which could be the right fit for you.

Here are a few viral giveaway/contest tools for e-commerce:

Viral Loops

What I like about them: Integrates seamlessly for Shopify to take advantage of features like coupon code creation; includes a lot of plug-and-play campaigns to get started right away.

Pricing: Free Trial; Starts at $34/mo

Features:

  • Multiple Giveaway Types
  • Landing Page Creator
  • On-site Widget

Wishpond

What I like about them: End to end solution for creating promotions, collecting emails, and emailing your contest registrants.

Pricing: Free Trial; Starts at $49/mo

Features:

  • Multiple Giveaway Types
  • Landing Page Creator
  • On-site Widget
  • Email Automation
  • Pop Up Tool
  • Referral Marketing Suite

Viral Sweep

What I like about them: Supports very robust campaign types and integrations; a long-time favorite in the industry.

Pricing:Free Trial; Starts at $49/mo

Features:

  • Multiple Giveaway Types
  • Social Media Integrations

[Top of Funnel] Referral / Affiliate Software

A few things to know before you launch an affiliate or referral program:

  1. You get out what you put in (most people put in nothing and then complain about the results).
  2. If your product or commissions suck, no one will want to work with you.
  3. Your goal isn’t only to get sales but to convert someone else’s audience into your own.

The bottom line: The deeper the relationship with affiliates and customers, the better an affiliate program will work for you. This strategy works best if you can have at least one dedicated person to affiliate marketing (or at least grow the role to one full-time person).

Now to the tools…

Refersion

What I like about them: One of the most popular affiliate tools and marketplaces. You can set up an account quickly set custom commissions, and join the marketplace to open up your offer to thousands of affiliates.

Pricing: Free Trial; Starts at $89/mo

Features:

  • Marketplace
  • Unique Commissions by product

Lead Dyno

What I like about them: Similar to Refersion with its own marketplace. Has great tracking and easy social sharing tools.

Pricing: Free Trial; Starts at $49/mo

Features:

  • Ad Integrations

Referral Candy

What I like about them: A great tool to encourage customers to get rewards for sharing and referring their friends.

Pricing: Free Trial; Starts at $49/mo

Features:

  • Industry Benchmarking
  • Fraud Protection

Share a Sale

What I like about them: More of a site than a software, but a very popular place for merchants to share their products and setup an affiliate account on. They have a network of affiliates, you simply post your product and allow others to share and make their commissions.

Pricing: $100 Setup Fee; 20% Transaction Fee; $35/mo (unless minimum is met)

Features:

  • Marketplace
  • Unique Commissions by product

GetAmbassador

What I like about them: When you need more than just affiliate marketing, GetAmbassador has referral, influencer, and partner software all geared towards leveraging other people’s audiences to grow your own.

Pricing: None disclosed on website. Demo required to view pricing.

Features:

  • Unique Commissions by product
  • Fraud Protection

[Top of Funnel] Influencer Marketing Software

This method is the third cornerstone of good referral marketing: the influencer.

In all three of these examples, we’re using other companies existing audiences to drive traffic to our own.

(By the way, that’s all Facebook ads are doing. Facebook is simply very, very big influencer, and they have an organized way to bid for their audiences attention.)

Influencer marketing comes in three flavors:

  • Product in exchange for a review/social post.
  • Money in exchange for a promotion. This could be for $500 or $500,000.
  • Endorsement, typically of the celebrity type, for a 1-year+ contract. (Most e-commerce brands don’t do this.)

Carro

What I like about them: For getting product reviews from your existing customers, I really like Carro, which helps you identify influencers that are already following your brand. They also have a tool that allows influencers to shop on your  site, select what they like, and then request the products from you, so that you’re shipping/logistics is taken care of the same way as any other customer (if you’ve ever had to ship 100 influencers a product, you know it can be time consuming, so this helps).

 

For larger promotions and more upmarket solutions, there are a few platforms that can help you find and manage influencers…

Famebit

What I like about them: Now owned by YouTube. You simply post what you’re looking for and influencers can claim your offer and agree to work with you.

Pricing: Self-service; 10% Service Fee Based

Influencers on Platform: 65,000

Features:

  • YouTube

Upfluence

What I like about them: A true management platform with its own network of influencers, they have detailed stats on each influencer, account size and growth, demographic, etc. For those who have a sizeable influencer marketing budget and want to take their program seriously.

Pricing: Starts at $95/month

Influencers on Platform: 3 million

Features:

  • YouTube
  • Instagram
  • Benchmarking
  • Managed Services

Traackr

What I like about them: They have a benchmarking tool for comparing influencers vs their equivocal peers and industry standards.

Pricing: $499/month+

Features:

  • YouTube
  • Instagram
  • Benchmarking

AspireIQ

What I like about them: Previously known as “Revfluence,” they have an influencer marketing platform, and help with content creation or will do managed services for you.

Pricing: Hidden

Influencers on Platform: 500,000

Features:

  • YouTube
  • Instagram
  • Managed Services

[Middle of Funnel] Improving the Product Detail Page

Once a user visits the site, you only have a few seconds (maybe a minute) to get the right information in front of them, to convince them to stay long enough to purchase.

The only way to really know if you’re improving your site, and your product detail pages, is to split test—A/B test. You can do test on individual pages or across all product detail pages. And any site doing over 25,000 visitors/month or $50k/month should invest in spending the time and money on split testing, as it really helps with long-term growth and improving the overall customer experience.

Fera.ai

A great tool for conversion rate optimization and split testing.

Fera.AI is a flexible platform that can create urgency, pop-ups, banners, social proof widgets, and over 100 other “skills” that you can use to improve page design and UX based on a users behavior, location, etc. Most importantly, Fera allows you to A/B test your pages and figure out which changes are actually improving conversion rate.

Other sections will contain some more specific opportunities for increasing on-site conversion rate and improving your product detail pages.

[Middle of Funnel] Social Proof

Showing happy customers is an instant trust builder. Now, a 5 star review isn’t all that exciting these days, but a picture or video review explaining the real “why” behind the value of the product, that will move product.

Collecting social proof is a mandatory part of your post-purchase sequences. Displaying it on site, in ads, and anywhere else you can is the art to increasing conversion rate.

Sidenote: The “testimonial” page is dead, don’t make a boring page of all your happy customers, incorporate testimonials into your homepage, category pages, and product detail pages.

Here are some of the more popular social proof tools for e-commerce.

Judge.me

What I like about them: Advanced functionality for collecting picture and video reviews, and integrates with most major loyalty programs for providing the customer with bonuses and incentivizes for completing their review.

Pricing: $0 – $15/month

Video Reviews: Starting at $15/month

Features:

  • Dynamic Coupon
  • Email Marketing

Loox

What I like about them: Very similar functionality to Judge.me. They have been focused on photo reviews since the beginning of their platform (and now video reviews).

Pricing: $9.99 – $99.99/month

Video Reviews: No

Features:

  • Dynamic Coupon
  • Email Marketing

Stamped.io

What I like about them: Another great solution for collecting and displaying reviews. They also have a Net Promoter Score tool for gauging overall product and company feedback, separate from the public review system.

Pricing: $0 – $199/month

Video Reviews: Starting at $69/month

Features:

  • Dynamic Coupon
  • Email Marketing
  • Net Promoter Score
  • SMS Requests

[Middle of Funnel] Collecting More Emails

Not everyone wants to buy from you right away…

There is a portion of your website traffic that’s convinced enough to join the tribe / start believing in the brand, but they aren’t ready to buy just yet. This audience benefits most from some form of a newsletter, discount, or other lead magnet piece of content, where they can give their email address (or phone number or Messenger opt-in) in exchange for a perceived benefit.

From there, you can nurture these leads, and you’ll see a portion of them convert into customers, increasing your overall conversion rate, and building a large audience pool for long-term nurturing, retargeting, and brand building.

Here are some of the most popular pop-up tools for e-commerce:

Privy

What I like about them: They now incorporate their own email marketing automation and sequences into their tool, which allows for an increased abandon cart recovery rate of up to 500%.

Pricing: $0 – $500+/month

Features:

  • Email Automation
  • GDPR Compliant
  • Geo-Targeting
  • SMS Capture

JustUno

What I like about them: Now incorporating their own cross-sell and upsell features, powered by AI. They also can do push notifications within their own platform.

Pricing: $0 – $583+/month

Features:

  • GDPR Compliant
  • Geo-Targeting
  • Push Notifications

Listagram

What I like about them: A “spin-to-win” pop-up tool that helps engage and convert visitors.

Pricing: $0 -$299/month

Features:

  • GDPR Compliant
  • Interactive opt-in forms
  • Advanced triggers and segmentation

[Middle and Bottom of Funnel] Displaying the Right Shipping (Landed) Dates

I had to dedicate this section to one really great tool that I haven’t seen anything quite like: FenixCommerce. Now, while that is my favorite tool for solving this specific problem, it may not be practical for your store, due to pricing, integration restrictions, or your specific shipping situation, so I’ve listed a few alternatives.

FenixCommerce

FenixCommerce answers one burning question that every customer has:

“When will I actually get this product in my hands?”

This tool takes in your shipping information, inventory (amount in-stock and warehouse location) information, the user location information, and even the weather and seasonality is taken into account… And it turns all that into a predictive answer to the question:

 

What I like about them: Truly predictive landed date.

Pricing: $199+/month

Accuracy: Very High

Seasonality and Weather: Yes

Features:

  • Accountability
  • Partner Integrations
  • Shipping Upsells

Delm

What I like about them: They don’t use your data, just delivery zones which you have to set up manually.

Pricing: $14.99/month

Accuracy: Medium

Seasonality and Weather: Manual

ShipperHQ

What I like about them: This tool covers some of the shipping side, making sure you are charging the right amount for shipping and upselling shipping options, but none of the predictive landed dates.

Pricing: $50+/month

Seasonality and Weather: No

Features:

  • Accountability
  • Partner Integrations
  • Shipping Upsells

[Bottom of Funnel] Upsell / Cross-selling

If you have a core product that sells really well, you should be able to find a complementary product that some percentage of your customers will buy, increasing your overall average order value, lifetime value, and profit. Put another way, if you don’t have an upsell/cross-sell funnel, you’re leaving money on the table.

Quick definition: An upsell is when you get someone to buy more of one thing. Like going from 1 lb of coffee to 2. A cross-sell is when you get someone to buy something else with their purchase. Like buying coffee filters with 1 lb of coffee. Most of the time, you’re looking for cross-sells, unless you’ve got products like coffee, that are consumable and people can easily get more of the same.

Product Recommendations with:

Limespot

What I like about them: They use the data from all of their stores combined, to optimize each of your users recommended products and purchase paths for a truly personalized experience.

Pricing: $10+/month

Features:

  • A/B Testing
  • Segmentation / Personalization
  • Upselling

Nosto

What I like about them: Expanding from on-site product recommendations to in-email, pop-up, and more.

Pricing: $850+/month

Features:

  • A/B Testing
  • Segmentation / Personalization
  • Email Personalization
  • Content Personalization

Bold Upsell and Brain

What I like about them: Perhaps a simpler tool for understanding which of your products are typically bought together, then you can easily create bundles or pre and post-sale upsell/cross-sell offers. They don’t do the full-fledged product recommendation engine, but they do allow you to create your own pre and post-sale pop-ups and suggestions for increasing average order value and conversion rate.

Pricing: $9.99+/month

Features:

  • True Upselling/Cross-selling
  • Upsell Funnels
  • Smart Product Recommendations and Bundling

[Bottom of Funnel] Abandon Cart / Checkout Retargeting

There are a lot of different ways to hit your prospects with abandon cart messages, and it has been proven that the more channels you have to communicate with them, the more likely you will get them back to purchase.

There are 3 typical “abandon” sequences that you want to enable:

  • Abandon product view – this is where the user simply browses a product and you want them to go back to that product to purchase. They weren’t interested enough to buy, so this is the lowest intent audience.
  • Abandon cart – they added a product(s) to their cart, and life got in the way, they didn’t check out.
  • Abandon checkout – they started to purchase, but maybe they didn’t have their credit card nearby, or they just got distracted before completing the transaction. This is obviously your highest value target.

The larger your store, the more time you should spend segmenting your efforts and using different copywriting and discounting for each segment (and different ad campaigns as well).

Now remember, the most import parts to a great abandon cart tool are:

  • Showing the image and price of the products they viewed or added to cart.
  • Being able to give a dynamic discount code (time-sensitive offer customized to that user).
  • Being able to track whether or not they purchased and automatically disabling the sequence once they purchase.

If you have these 3 functionalities, you can create urgency, be specific in your messaging, and capture more value with price sensitive offers (time decay discounts).

One of my favorite tools for abandon cart is Omnisend, which currently does email, web push, and SMS. And I’m sure they will have more channels available soon. Omnisend is great because you can coordinate all of these activities from one campaign flow, which improves your time efficiency and reduces the ‘noise’ that can be caused when each tool operates independently.

But switching your email service provider isn’t always practical, and if I’m being honest, Omnisend doesn’t have the depth of features on each individual tool (but they are getting better every day).

For that reason, here are some other great tools that will likely plug into your email service provider and help reduce abandon cart rates, and provide additional post-purchase retention value as well:

Push Notification Retargeting

PushOwl

What I like about them: One of the leading platforms for Push Notifications. They have slick opt-in tools and out-of-stock notifications, and make it easy to share images and GIFs in your push notifications.

Pricing: $0+/month

Features:

  • Abandon Cart Sequences
  • Custom Pop Up
  • Back in Stock Alert
  • Dynamic Coupon Code Generation

PushNami

What I like about them: A large player in the push notification space but not originally created for e-commerce, they have AI backed personalization components which help scaling businesses increase conversion rate.

Pricing: “Enterprise” only

Features:

  • Abandon Cart Sequences
  • Back in Stock Alert – can be built
  • Machine Learning Optimization
  • Managed Solutions Available

Smart Web Push

What I like about them: A free web push retargeting tool that does only what you need it for – getting the visitor back to the site to checkout.

Pricing: $0+/month

Features:

  • Abandon Cart Sequences
  • Back in Stock Alert
  • Dynamic Coupon Code Generation

 

Messenger Retargeting

OctaneAI

What I like about them: Now does Messenger and SMS, with advanced cart abandonment sequences, campaign and bot flows, Messenger list growth tools.

Pricing: $9+/month

SMS Integration: Owned

Features:

  • Abandon Cart
  • Comment Response
  • Advanced Automation
  • Shipping/Delivery

ShopMessage

What I like about them: Has great pop-up technology combined with sophisticated Messenger flows.

Pricing: $9+/month

SMS Integration: Integrated

Features:

  • Abandon Cart
  • Smart Sense Pop Up
  • Advanced Automation
  • Shipping/Delivery

Recart

What I like about them: Abandon cart sequence, shipping and purchase notifications, and retention. Also, they charge based on tracked revenue generated, not users or messages, which is a really cool way to be billed, because, if you pay them anything, you always know you made money from the deal.

Pricing: $29+/month

SMS Integration: No

Features:

  • Abandon Cart
  • Shipping/Delivery

 

SMS Retargeting

As mentioned above, Omnisend and Octane do SMS marketing as well, but here are a couple of the main SMS-only tools in the space:

SMSBump

What I like about them: One of the market leading tools for SMS in e-commerce. They have robust compliance tech to make sure you can SMS in 100s of countries without breaking any laws.

Pricing/Pricing Model: $0+$.0149/SMS (USA)

Opt-In Integrations: Yes

Features:

  • Dynamic Coupon Code Generation
  • Advanced Segmentation
  • A/B Testing

Postscript

What I like about them: Perhaps a slightly more upmarket solution.

Pricing/Pricing Model: $50+/month – $.0333/SMS

Opt-In Integrations: Yes

Features:

  • Dynamic Coupon Code Generation
  • Advanced Segmentation

SMSLive

What I like about them: A newer tool with less functionality (but that’s changing quickly). They are great for just the basics, and they take a marketer-centric approach to their dashboards and feature roadmap.

Pricing:From $47/mo + $0.005/message

Opt-In Integrations: Checkout and Campaign

Features:

  • Two-way messaging using a dedicated phone number
  • Automatically deflects 87% of responses
  • Advanced attribution reporting with View-Through Conversion and Click-Through Conversion breakdowns

Final Thoughts

A lot goes into researching, plugging in, and getting value from the tools you use to grow your store.
So if you ever have any questions about which tools are right for you and your e-commerce store, hit me up, I give free tech stack consultations. There is literally no catch. Book a time with me here.

And yes, I didn’t get to mention every single tool in every single space. There are many other great tools not listed, if you think your tool should be added to the list, send me a message at derric at ecommercetech.io.

6 SEO Growth Levers for Higher SERP Rankings; Growth Marketing Conference Summary

Tom Casano is the founder of Sure Oak, one of the fastest-growing SEO agencies in NYC. They’ve grown clients’ organic traffic by up to 500%. Google conducts 3.5B searches every day — SEO is still one of the strongest long-term growth strategies. Anyone can start here and become an SEO expert. HOW TO: Bring cutting-edge SEO tactics […]

Tom Casano is the founder of Sure Oak, one of the fastest-growing SEO agencies in NYC. They’ve grown clients’ organic traffic by up to 500%.

Google conducts 3.5B searches every day — SEO is still one of the strongest long-term growth strategies. Anyone can start here and become an SEO expert.

HOW TO: Bring cutting-edge SEO tactics to your website to spur more conversions

1. Keyword research: find 2-10K keywords related to your company and divide them into topic “clusters”

Clusters are groups of similar content surrounding the pillars of your business, connected by internal links. Group hundreds of keywords in different clusters to establish authority on each topic.

Find keywords related to your main cluster content →

Google Search Console

And research how competitors are ranking for similar keywords →

SEMrush

2. On-page optimizations: rewrite URL slugs, header tags, and title tags; internally link related articles and check keyword density

Tags carry a lot of weight with Google; ensure they match the content of the page so searchers aren’t misled. Internal linking also helps guide web crawlers, strengthening authority on groups of related keywords.

Check your keyword/phrase frequency to ensure you’re continuously mentioning keywords →

WriteWords

3. Content: create long-form content on evergreen topics — at least one per cluster

Long-form consistently ranks higher than short. Hack: If you have several short articles on the same topic, combine them into one long-form version. Compile the articles on the highest ranking URL and open with a short summary for visitors looking for quick answers.

Find the highest ranking URL to reorganize the article on →

Ahrefs

4. Link building: secure links by creating exciting content and fostering relationships with thought leaders

Links are the most heavily-weighted ranking criteria. Create content that others in your industry care about to land on podcasts or feature in their articles.

Once you have the content, search for link opportunities here →

Moz

5. Satisfy user intent: provide answers to questions with specific keywords so you don’t lose ranking

Google’s goal is to help users answer questions. If they bounce quickly back to the search results page Google knows you didn’t provide the answer, and your future ranking will reflect that.

Learn where you’re losing visitors with click heatmaps and screen recordings →

Hotjar*

6. User experience: small sites should focus on content, larger sites need to start incorporating technical SEO

Larger sites could be losing visitors due to sloppy reroutes and non-existent pages that still rank — time to clean it up.

Conduct a full site audit and find broken links →

Screaming Frog SEO

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
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8 Steps To Master Pre-Launch User Acquisition; Growth Marketing Conference Summary

Roy Morejon is the president and co-founder of Enventys. Enventys has launched over 800 products, raised $165 million in capital for clients, and even gotten 16 clients onto Shark Tank. Over 30,000 consumer products are launched each year, but 95% of them fail. Pre-launch user acquisition can be the distinguishing factor between a wild success […]

Roy Morejon is the president and co-founder of Enventys. Enventys has launched over 800 products, raised $165 million in capital for clients, and even gotten 16 clients onto Shark Tank.

Over 30,000 consumer products are launched each year, but 95% of them fail. Pre-launch user acquisition can be the distinguishing factor between a wild success and a total flop.

HOW TO: Prepare a successful product launch through user research & acquisition

1. Brainstorm all audiences that could potentially fit your product, then start honing in on targets

You don’t want to waste money on an audience that ultimately won’t convert. In groups of 20-50 audiences, zero in on your ideal demographics (age, gender, location) and personas (lifestyle, likes, and needs).

Set up Facebook Lead Ads to start collecting leads →

Facebook Lead Ads

2. Test 2-3 FB ads per target audience — a generic baseline ad, plus 1-2 ads built for their unique interests

Remember it’s just research, don’t spend more than $5-10 per day per audience. Test discount ads vs. contest ads, as well as different copy, images, and videos. After 72 hours, take the best ad of the 3, create 2 spin-off variations and retest to see if you can drive CPL even lower.

Here’s the step-by-step to making a spin-off creative →

Facebook Ad Creative

If you run out of ideas, go to competitors’ business pages and look at the ads they’re using →

3. Funnel FB leads into an email drip campaign to keep them engaged until the launch

Create a welcome email to follow up with new leads immediately, then send them 1 email per week until launch. The whole point is engagement — center your copy entirely around your CTA.  

Automate your drip campaign with an email service — automated emails get 119% higher click rates than regular emails →

Mailchimp

Use this Facebook Lead Ads-Mailchimp integration to move your leads over →

Lead Ads + Mailchimp Zap

4. Link your email CTA to a product landing page to increase the likelihood of lead conversions

Your landing page should have: 1) a compelling headline, 2) a clear, bright, above-the-fold CTA, 3) a mechanism to gather customer data for future remarketing, and 4) copy, photos, or a short video that showcases your product and compels leads to click the CTA.

Build a customized landing page in minutes →

Instapage*

5. Embed a contest app in your landing page CTA to maximize customer engagement and go viral

Enventys collects between 1000-1500 additional emails per product with contest apps, and found contest leads to be 1.6X more valuable than Facebook leads post-launch.

Contest apps incentivize users to share your product and have built-in notifications to keep them engaged →

Woobox*

6. Track critical KPIs throughout the pre-launch so you know what’s working

The key KPIs you’ll want to follow are 1) Customer acquisition costs, 2) Rate of customer acquisition, and 3) Conversion Rate

View your essential marketing KPIs across time on this customizable dashboard →

SimpleKPI Marketing Template*

7. Use FB Messenger chatbots as an additional touchpoint to drive further engagement

Facebook found that 64% of people choose direct messaging over picking up the phone or sending an email, and 53% of people are more likely to shop with a business they can message.

The average chatbot open rate is 94%; use this opportunity to improve the leads’ experience and boost conversions at launch →

MobileMonkey*

8. On the launch date, blast your email & Messenger lists with a buy or pre-order offer and publish your winning ads

Segment out key audiences to target, including interest-based audiences that performed well in pre-launch, customers that bought similar products in the past, and lookalike FB audiences.

Enventys found that segmented customer lists convert 6X better than purely interest-based lists; compile all your customer data in a single place to build out your segments →

Segment*

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
View all Growth Marketing Conference EventNotes
Learn more at Global Growth Marketing Conference 2019

Growth Marketing Conference 2019

5 Steps to Achieve Google-Like Business Growth; Growth Marketing Conference Summary

Ken Rudin is the head of user growth at Google and runs their central growth team. Enough said. Simply building a great product isn’t enough to guarantee success — 80% of new products fail. Google uses the scientific method to ensure that their new products succeed, do you?   HOW TO: Use Google’s secret scientific […]

Ken Rudin is the head of user growth at Google and runs their central growth team. Enough said.

Simply building a great product isn’t enough to guarantee success — 80% of new products fail. Google uses the scientific method to ensure that their new products succeed, do you?

 

HOW TO: Use Google’s secret scientific formula to spur product & user growth

1. Observe: Identify the single “north star” metric that best measures user growth

To know if your efforts are actually working, you need to have ONE metric that tracks how well you’re growing. For example, YouTube’s north star metric is Total Watch Time (the total time spent watching videos).

Your north star needs to deliver value to your users, not just to you. Analyze user behavior to understand what core value you provide. EventNotes recommends →

Amplitude*

2. Hypothesize: Pinpoint the key growth levers that drive users to your product

Growth levers are the components driving user growth — when you pull them, they move your north star metric. Identify the acquisition, onboarding, engagement and retention levers that have the highest impact on your north star metric.

Adapt Google’s growth model to your company. For example, if your north star metric is Daily Active Users, then you might break it down into growth levers like this  →

Compile all your user data in one place to find your key growth levers. EventNotes recommends →

DataHero*

3. Experiment: Choose a growth lever you want to move, then run multiple split test experiments to determine the best ways to move that lever and drive growth.

The two primary ways to move your growth levers are sales & marketing tactics, as well as by optimizing the product itself. Say you have a landing page that drives users to your platform — first split test 3 different CTAs, then test 3 headlines, then 3 graphics…test, test, and keep testing until you find the combination that yields the most growth.

Optimize your winning growth strategies through rigorous A/B testing and AI assistance. EventNotes recommends →

Unbounce*

4. Encourage users to act on a growth lever by displaying it as a multi-step process and giving them an end goal to hit

Whether it’s buying, onboarding, or mastering the product, make it a step-by-step process and show users where they are in the journey. The closer people get to a goal, the more motivated they are to reach it.

Google increased the number of advertisers running 3+ ads by more than 20% with this simple visual display →

Monitor visitors in real time to track their progress and see where you need to boost motivation. EventNotes recommends →

Google Analytics*

5. Drive user action by appealing to their emotions, not their logic

Users make decisions based on emotion, then justify them with logic afterwards. To boost growth and retention, find ways to appeal to users’ hearts, not just their heads..

Google split tested an offer to recapture lost Ads users. An appeal to the positive emotion associated with business growth generated 80% more spending than offering them a $100 ad credit →

Find more examples of how to appeal to emotion and win back users in emails. EventNotes recommends →

Reallygoodemails.com*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
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6 Product-Led Growth Tactics; Growth Marketing Conference Summary

Ashley Murphy, formerly the director of growth at OpenView Venture Partners, a VC firm that invests solely in B2B expansion-stage software companies. The firm was an early investor in Calendly, Datadog, and Expensify and they believe product-led growth companies are leading the way. B2B companies that focus on user delight are valued at a 2X […]

Ashley Murphy, formerly the director of growth at OpenView Venture Partners, a VC firm that invests solely in B2B expansion-stage software companies. The firm was an early investor in Calendly, Datadog, and Expensify and they believe product-led growth companies are leading the way.

B2B companies that focus on user delight are valued at a 2X premium compared to other SaaS businesses. Why? Because products that users love attract more attention and sell themselves.

 

HOW TO: Make product usage the primary driver of user acquisition, retention, and expansion

1. Start by making a product that only does 1 thing, but does it extremely well

Deliver immediate value by solving a common pain point, make it incredibly easy to use, and remove any non-critical bells and whistles that distract users from the key function.

Develop your top buyer personas to identify their pain points →

HubSpot Make My Persona Tool*

 

2. Offer multiple pricing levels, including a free trial, to collect more user data

Some users may never turn into paying customers but you can still use their data to improve your product and land bigger buyers. A free trial is practically industry standard now anyway.

Take advantage of the data you’re accruing by compiling it into a single location →

Databox*

 

3. If a free trial isn’t an option, consider a pay-as-you-go version so users can still try your product without a huge commitment

At larger enterprises, executives may not budge on free trials, so you’ll have to get creative. This tactic can generate some revenue while still allowing users to test your product before jumping in.

Test how far behind your company is in product-led growth and learn how to catch up →

ProductLed Growth Maturity Calculator

 

4. Your product is a marketing channel — engage with a handful of excited users and they’ll share it with others

The ALS Ice Bucket Challenge raised $100M in 30 days with this viral tactic. Even if many of your users stick to the free version, they will tell others about it — free WOM advertising!

Calendly gets free users to market to their own networks with this simple CTA →

 

5. Monitor site visitor behavior, then redesign your site to favor B2B customers

If lots of B2B visitors are leaving your site without a download/purchase, you’re probably not positioning your product correctly — redesign and retest.

Quickly find B2B visitors through their IP address →

Clearbit Reveal*

Watch users interact with your site to spot patterns — pay special attention to where leads are dropping off →

Lucky Orange*

 

6. Empower self-service, but layer in human sales efforts to accelerate growth

If you notice a drop-off at any stage of the buyer journey, connect them with an expert on the sales team. Not only can sales answer any questions, but they can also begin to upsell.

Chat is a great way to be instantly available. Lucky Orange has a chat feature if you decide to try that tool, or you can use this standalone chat →

Intercom*

 

Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
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Growth Marketing Conference 2019