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25 B2B Marketing Strategies You Probably Haven’t Tried

There are plenty of articles touting the importance of lead generation and building up your pipeline for your B2B marketing. It’s easy to get in a rut in your business and assume every strategy has already been done. But there are still lots of B2B marketing strategies out there that you probably haven’t heard of. […]

There are plenty of articles touting the importance of lead generation and building up your pipeline for your B2B marketing. It’s easy to get in a rut in your business and assume every strategy has already been done. But there are still lots of B2B marketing strategies out there that you probably haven’t heard of. If you’re one of the 78% of businesses that aren’t satisfied with their conversion rates, try mixing up your B2B marketing strategy with something different. Here are 25 ideas to get you started.

 

Ryan Farley

1. Use Autopilot for LinkedIn

“A tactic I’ve seen work is using Autopilot for LinkedIn to crawl mass numbers of profiles of your target audience. You put a click-baity headline in your profile, along with a call to action. Then, you can track clickthroughs and see who viewed your profile, and reach back out to them.” – Ryan Farley, co-founder of LawnStarter

 

 

 

Bill Widmer

2. Send Gifts

“Sending gifts is an incredible way to get on someone’s radar. It also plays on psychology and reciprocity – they’ll feel like they owe you something in exchange. Of course, I’m not saying send them something to try and get them indebted to you. That’s just being a ****. Don’t expect anything in return – just build that relationship, and it can naturally open up to greater opportunities, higher CLV, and juicy referrals. Everyone loves getting gifts in a world of junk mail and hiding behind screens.” – Bill Widmer, Ecommerce Content Marketing expert

 

Christopher Kelly

3. Handwritten Notes

“Sending handwritten notes to team members and clients goes further today than at any other point in history. There was a day not too long ago when receiving an email was exciting: Your computer would announce ‘You’ve got mail’ and you would run to see what had arrived. Today, a handwritten note cuts through the digital clutter and is received with a similar anticipation.” – Christopher Kelly, writing for Tech.co

 

 

 

 

Joel Klettke

4. Use Geo-Targeted Ads During Events

“I haven’t seen many companies running geo-targeted ads when events happen in their industry. I’ve had huge wins targeting conference hashtags and combining that targeting with geofencing that only hits people who are actually there, at the event. You can be hyper-relevant across multiple platforms, with just-in-time personalized offers and deals.” – Joel Klettke, Founder of Case Study Buddy

 

 

 

Hans van Gent

5. Empower Your Customers and Start a Dialogue

“A significant trend in content marketing has been the rise of audio in 2016 (podcast listening grew by 23% over 2015). With the release of Anchor 2.0 in March this year, it opens up a whole new way of empowering your customers and starting that dialogue with them in a unique way. And the beauty of it? The app is mostly still undiscovered territory for a lot of marketers so you can have the first mover advantage.” – Hans van Gent, Founder @ Inbound Rocket

 

 

Andrew Dennis

6. Upgrade and Update Your Marketing Funnel

“Upgrade and update your top/middle of the funnel content to build your email list. With this strategy, you take existing content that is ranking well and update or upgrade it in some fashion (add visuals, video, interactives, etc.) to breathe new life into the content and further improve or solidify rankings in a competitive space. Along with updating, add relevant CTAs and/or downloadables to drive email signups and build your marketing list.” – Andrew Dennis, Senior Content Marketing Specialist @ Siege Media 

 

 

 

Sid Bharath

7. Start with a Survey

“Instead of soliciting business through cold email, start with a survey. The benefits of this are two-fold. First, you get to collect data on your industry which you can publish as a content piece. Second, you essentially warm up those cold leads and you can move forward with a sales conversation without coming across as the spammy sales person.” – Sid Bharath, VP of Growth @ Thinkific

 

 

 

 

Brad Smith

8. Do Things That Don’t Scale

“Trying to get your foot in the door? Go old school with direct mail. While everyone else is getting ~1% spamming people on LinkedIn, direct mail recipients visit a promoted website 60% of the time (https://www.usps.com/business/pdf/FY08_DM%20Onl_Sales%20WP.pdf). And also visited the promoted website according to a USPS study (with first-time shoppers being the most influenced). “And one company has seen 25% response rates with companies making over $30 million a year.

So no, it doesn’t scale. Not at first anyway. But prove it on a small scale, and then get some free interns to hand-write mailing addresses for you. Make the unscalable, scalable.” – Brad Smith, Founder of Codeless

 

Ross Simmonds

9. Leverage Niche Communities

“One of the more unique B2B marketing tactics is leveraging niche communities like Reddit to build trust and credibility. Far too many marketers think that B2B marketers can only be reached on LinkedIn or at a conference – in reality, many C-suite executives are browsing Reddit just like the rest of us. If you can create content that relevant subreddits find interesting and valuable – opportunities await.”  – Ross Simmonds, Digital Strategist @ Foundation Marketing

 

 

 

 

Sweta Patel

10. Host an Awards Ceremony

“One of the most unique marketing strategies entails making people feel valued and giving them credit for the work they do. Most people don’t realize the value of people’s work in the company because they are so focused on task over humanity. Most workplaces require more out of individuals in this revenue and data-driven world. Sometimes it’s best to create a strategy that recognizes “rising stars” with their hard work. This is one way of winning credibility with them.

“One tactic is to put on a special awards night event that recognizes your prospects. This way you will win their trust. You can give them ‘special trophies’ and awards that acknowledges their expertise. The nominees can invite their fans and this will help you increase the reach in your business. For example, nominate your top 50 rising prospects and invite them to the award show to collect their prize and trophy with a speech at hand. Tell them to invite their fans for their big ‘spotlight’ ceremony. Make it a sophisticated event.” – Sweta Patel, Director of Demand Generation @ Cognoa

 

 

Patrick Whatman

11. Create Standalone Products

“I love seeing standalone products from companies trying to bring new users into their ecosystems. Followerwonk (by Moz) and the Headline Analyzer (by CoSchedule) are great examples. These are products that help people separate from these companies’ main offerings, but help to build awareness and recognition about the parent company. And they’re great for lead generation.” – Patrick Whatman, Head of Content @ Mention

 

 

 

 

 

Cameron Conaway

12. Send People a Value-Packed Slide Deck

“I’ve come to love Andy Crestodina’s conference-based approach. When he speaks he packs so much valuable content into his slides, too much to possibly cover during the talk, and he asks people to get him their business card after the talk so he can send them the slide deck immediately after the conference. I’ve watched hundreds of people wait in line just to give him their card.

“Then, in the email he sends, he mentions his blog and asks attendees, alongside the amazing deck he’s giving them, if they’d also like to subscribe. I don’t subscribe to many blogs, but I subscribed to his. When somebody completely over delivers like this it makes you trust that they will continue to provide relevant and valuable content.” – Cameron Conaway, Content Marketing Manager @ Klipfolio

 

Cara Hogan

13. Interview an Expert from a Target Account

“I got really creative in integrating expert interviews into an Account Based Marketing (ABM) strategy. Rather than just interviewing an expert in your field, interview an expert from an identified target account.

“For example, if you’re selling to a mid-size startup, interview their CEO, VP of Marketing, or even one of the VCs who is a primary investor. Then, when sales approaches the decision maker for that account, they can send them a link to the interview you’ve done, giving your brand immediate credibility and clout. It makes every sales conversation immediately easier and more likely to end in a closed deal.” – Cara Hogan, Content Strategist @ Zaius

 

 

Rob Wormley

14. Use Live Video to Sell Products in Real-Time

“Using live video to build awareness, connect with more prospects, and actually sell products in real-time. We’re doing it with Climb and making it possible for retailers, brands, and influencers to make sales in real-time on Facebook Live. The future of selling online is all about engagement, entertainment, and experience.” – Rob Wormley, CMO & Co-Founder @ Climb

Kaleigh Moore

15. Create Interactive Content

“Use interactive content as part of a larger lead gen strategy, so the convo doesn’t stop after the quiz, but is further personalized based on responses.” – Kaleigh Moore, freelance SaaS writer 

 

 

 

 

 

Robert Katai

16. Sell to Human Beings

“I strongly believe in 2 content marketing that is personalized and has a real business purpose. Don’t just create content because it’s trendy or cool, but create content because your audience needs it and wants it. Behind every “B” is a “H” from human. And we are not selling to businesses and brands, we are selling to human beings. And people buy from people!” – Robert Katai, Visual Marketer and Content Strategist @ Bannersnack

 

 

Will Blunt

17. Meet in Person

“It’s not unique, but it’s definitely underutilized… With a large chunk of B2B organizations obsessing over ‘inbound’ and content, we have forgotten about how effective a phone call or face-to-face meeting can be for building trust and closing deals. Use your content to build a base level of trust and credibility for you and your business.

“Then use your team to research and identify a short-list of your perfect clients (the information is all available online). Create a personalized profile of each them. Interact, engage and build a meaningful ‘online’ relationship. When the time is right, get that person into a meeting room or on a video call. Close the deal, be friends forever.” – Will Blunt, Founder of Blogger Sidekick

 

 

Ty Magnin

18. Send Retargeting Emails

“We send what I call ‘retargeting emails’ to people at companies who hit our site and don’t convert. It’s a nice way to engage a passive audience from their inbox.” – Ty Magnin, Director of Marketing @ Appcues

 

 

 

 

Benji Hyam

19. Show Leads You’re Sending Them Traffic

“Brian Swichkow of Ghost Influence taught me this one. If you’re investing in content marketing and want to get the attention of a company, include a link in the post to the company and add campaign tracking to the URL with your site name in it. For example: growandconvert.com/?utm_source=growandconvert&utm_medium=blogpostname

“That way, when readers of your post click the link, the company you’re trying to get in contact with will see traffic being sent to their site by your site. The company is more likely to have a conversation with you when they’re aware of you because you’ve sent a good amount of traffic to their site.” – Benji Hyam, co-founder @ Grow & Convert and Wordable.io

 

 

 

Devesh Khanal

20. Create In-Depth Data Analysis

“Consolidate data relevant to your industry, analyze it, and publish an in-depth data analysis article or study. Very few companies are doing this. Most are doing the same old ebooks and whitepapers. This is evergreen content that is linked to like crazy and shared easily. It’s content that turns you into a thought leader.” – Devesh Khanal, Founder, Grow and Convert

 

 

 

 

Shanelle Mullin

21. Use the Tools Your Ideal Customers Are Using

“Add a Chrome extension like Ghostery or use a tool like BuiltWith. You’ll then be able to see what tools your ideal customers are using. Build a list of those tools and begin reaching out to their content teams. Can you co-host a webinar together? Publish a new guide together? It’s an easy way to get in front of their highly aligned audience (often, by email), especially if you’re going to be producing a lot of content anyway.” – Shanelle Mullin, Content & Growth at Shopify

 

 

 

 

Kylie Ora Lobell

22. Write White Papers Around Pain Points

“White papers are excellent for the beginning stages of the sales funnel. They convince potential customers that your company is worth looking into, and can push them from being marketing-qualified leads to sales-qualified leads.” – Kylie Ora Lobell, writing for Directive Consulting

 

 

 

Ed Zitron

23. Say Thanks in a Creative Way

“TD Canada Trust shared over 300,000 $20 gift certificates for their ‘TD Thanks You’ campaign. You don’t have to go that big, but thanking someone by giving something back to them resonates in a special way with consumers.

It can be as simple as a gift-code, which you’ll see small niche sites like dog treat site BestBullySticks do, or Opentable’s VIP program that gives points per reservation that eventually convert into gift certificates.” – Ed Zitron, CEO of EZ-PR.com, writing for Inc.

 

Margaret Austin

24. Introduce Your Employees

“Giving a face to your brand helps to engage your customers and give them a greater sense of trust in you and your services. We all like to see that there’s a real person behind the company image. This doesn’t mean showing everyone working studiously at their desks nor letting it all hang out at the office party. Create a friendly and approachable video revealing a day in the work life of one of your employees or get them to talk about what it is they do and what your customers can expect from them. And then do some good editing; a static talking head video is unlikely to hold anyone’s attention for long.” -Margaret Austin, writing for B2B News Network

 

 

 

Will Williamson

25. Use Dynamic and Behavioral Lead Scoring

“Knowing how prospects are likely to behave is as important, if not more so, than understanding ‘who they are’ as people. The two don’t always go together. By using information aside from the standard demographics (age, gender, pay bracket etc.), you’ll be able to make lead qualification work better for you.

“You’ll get a better understanding of where the lead came from, how they found your website, and the actions they’ve taken while on the site. This important information gives you an insight on what is involved with the journey of the buyer and what motivates your prospects. As an example, did they find your website through a backlink and go through every page on the site? Or did they enter the site from a search engine and go directly to your product page? Armed with behavioural data, you can set up a targeted email marketing programme that sends them relevant content based on behavioural triggers.” – Will Williamson, writing for JDR Group

Here’s The Best Marketing Conferences for Growth Marketers

  I’ve been in marketing for over 10 years, and have been to countless conferences around the world. When I lived in Asia, those included some really in great ones around mobile and analytics. Living in California for the last three years has opened up the opportunity to see some of the best marketers teach […]

 

I’ve been in marketing for over 10 years, and have been to countless conferences around the world. When I lived in Asia, those included some really in great ones around mobile and analytics. Living in California for the last three years has opened up the opportunity to see some of the best marketers teach at even more conferences.

I’ve met people like Neil Patel, consulted with Dennis Yu and sat in small groups with Rand Fishkin. If you’re in marketing, these are very valuable moments. These marketers and others know exactly how to grow a business and are happy to share it with anyone.

I’ve been keeping track of where the best marketers are teaching this year, and am going to attend most of these. If you’re in marketing, or want to learn, here’s the best marketing conferences happening in 2018.

Here’s The Best Marketing Conferences for Growth Marketers

Growth Marketing Conference

Fairmont Hotel, San Francisco, CA

Global Growth Marketing Conference 2018

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 1,500+ attendees the actionable, no-nonsense growth strategies and tactics that drive rapid, cost-effective, and sustainable revenue and user growth – in 2018 and beyond.

Our events draw big enterprises like Google, Apple, LinkedIn, and Adobe, as well as the fastest-growing companies around today – from Uber and AirBnB, to Spotify and Stripe.

Tickets:

  • Early Fall Special Conference Pass – US$1,150
  • Early Fall Special Team Pass – US$850
  • Onsite Conference Pass – DON’T PAY THE FULL DOOR PRICE! – US$1,950
  • Ultimate Experience Pass – US$2,450

Global Marketing Summit Series

Virtual / Online

Facebook Messenger & Global Growth Marketing Virtual Summit

These summits bring together 20+ high-growth digital leaders to teach the strategies they use to scale businesses around the world. You’ll learn Facebook ads, chatbots, growth marketing and everything in between from the biggest names in digital today.

Tickets:

FREE


GrowthHackers Conference

San Francisco

GrowthHackers Conference

The GrowthHackers Conference features the world’s leading growth experts sharing their insights and experience on what it takes to grow companies today.

Produced by Sean Ellis, Gagan Biyani, Erin Turner and GrowthHackers.com, the GrowthHackers Conference is a full day of learning and networking with the top growth experts from around the globe.

Tickets:

Not yet available.


MarTech® – The Marketing Technology Conference

East and West

MarTech®

The MarTech® Conference is designed for hybrid marketing professionals charged with breaking down organizational silos designed for a pre-digital world.

We created this conference to help you discover, learn, and connect with others passionate about the challenges facing modern marketers.

Attend MarTech to navigate the complexities, technologies, and organizational challenges with best practices and case studies from senior marketers just like you.

Tickets:

  • All Access Pass – $1,895.00
  • All Access Pass – One Day – $1,300.00
  • Expo + Only – $99.00
  • Workshop only – $689.00

SaaStr Annual 2019

SF Bay Area

Saastr

SaaStr Annual is back in 2019, and we’re making the event bigger and better with more tactical content, more space, and more fun.

Lock in your discounted early bird rate today, and join us in San Francisco for the #1 event in SaaS.

Tickets:

  • Sort of Early Bird Pricing: Startup Founders & Execs: $1,299.00
  • Sort of Early Bird Pricing: BigCo Execs and VCs: $1,699.00
  • Sort of Early Bird Team Pack: Startup Founders and Execs: $849.00
  • Sort of Early Bird Team Pack: BigCo Execs and VCs: $,1349.00

Mau Vegas

Las Vegas, NV

Mau Vegas

Each spring, leaders from top mobile brands gather in Las Vegas for two full days of learning and networking in an environment like none other.

Tickets:

Apply to Attend


CXL Live

Austin, TX

CXL Live 2018

Come for the content that will make a difference for your business. Stay for the connections and fun.

Tickets:

Not yet on sale


Traction Conf

Vancouver, Canada

Traction

Traction Conf brings you actionable strategies and tactics for supercharging your growth, straight from founders and leaders of some of the fastest growing companies like Google, Twentieth Century Fox, Reddit, Github, New Relic, Box, SendGrid, Grammarly, Bumble and more.

Plus you get to network with and get on a first-name basis with Fortune 500 leaders, high-growth startup founders, leading investors, and major media.

Our theme for 2018 is SCALING UP. Business leaders will share their challenges and learnings from scaling their companies to $10M/ $50M/ $100M+ in revenue, acquisition, and IPO.

Tickets:

  • Early Bird – $449 CAD (~$350 USD) + taxes & fees: CA$462.72
  • Summer Special – $599 CAD (~$466 USD) + taxes & fees: CA$462.90
  • General Admission – $799 CAD (~$623 USD) + taxes & fees: CA$807.68

Revenue Summit

San Francisco, CA

Revenue Summit 2018

Learn the latest tactical tips on how to ramp your reps, grow your sales team, measure their results and explore all the sales technologies you need to grow revenue.

Get the latest insights on how to drive revenue in your organization through marketing and sales alignment, account-based marketing best practices, and discover the latest technologies that will enable you to run these programs at scale.

Tickets:

  • General Pass: US$199
  • Special Offer – Buy 2 Tickets for $299 (Get 2 regular tickets for only $299 ($149.50 each))
  • General Access Pass: US$299

B2B Growth Day

San Francisco, CA

B2B Growth Day

B2B Growth Day is a 1-day high-impact event made for B2B growth and marketing leaders.

We’ve created a more intimate format with growth leadership sessions, speaker roundtables and an executive lunch designed for multiple rounds of interaction with speakers and talented peers.

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

This exclusive, intimate, mentorship-focused and networking-driven event is your passport to the heart of the B2B growth marketing community.

Due to the intimate format, this event is application-based and limited to 50 seats.

Tickets:

Apply to Attend


INBOUND

Boston, MA

Inbound

INBOUND focuses on helping you grow your business via inspiring keynotes, innovative talks, educational breakouts, hands-on lessons, and ample networking opportunities. Learn how to create remarkable content and rely on the human side of marketing to transform your business.

Tickets:

  • VIP Pass: $1,399
  • All-Access Pass: $799
  • Community Pass: $299

CTA18: Call To Action Conference

Vancouver, Canada

Call To Action Conference

Single track, thoughtfully curated and made for action, CTAConf is a conference experience designed for a rapidly changing landscape. Get real advice from true experts in every facet of digital marketing to leave you feeling inspired, energized and primed for marketing victory.

Tickets:

  • CTA 2019: $600 for 2

Event Marketing School

Virtual / Online

Event Marketing School

Welcome to the only training program dedicated to events and attended by over 10,000 brand marketers, event directors, producers and technologists.

This is your opportunity to learn from the top event marketing leaders and get access to the newest event tech – right from the comfort of your desktop or mobile device for FREE!

Tickets:

FREE


&THEN

Las Vegas, NV

&THEN

A DMA annual event, &THEN is a must-attend event for data-driven marketing. Slated to be held at the MGM Grand in Las Vegas, &THEN 2018 will feature more than 100 speakers and all the top brands. Attendees will make new connections and advance your data and marketing strategy to utilize the actionable insights and best practices it takes to transform the future of data and marketing.

Tickets:

  • Member tickets start at $377 for a limited time
  • Non-Member tickets: $1,077 for a limited time

Incite Group Brand Marketing Summit

Location TBD

Incite Marketing Summit

Incite Group Brand Marketing Summit focuses on engaging customers via personalization and seamless, consistent, impactful interactions. Join 400 marketers from innovative top brands and participate in one of the cutting-edge marketing discussions at this conference to learn more about topics such as personalization and experience, content and storytelling, attribution and insights, and omni-channel integration. Please note, Incite Group Brand Marketing Summit typically is held in October, so mark your calendar and check back for a definite 2018 date and location.

Tickets:

Contact for Ticket Price


UnGagged

Location TBD

Ungagged

UnGagged is the “digital marketing unconvention,” where experts say things they don’t typically share at other events. A three-day SEO and digital marketing conference with one day of intensive masterclasses, UnGagged covers a range of topics including SEO, technical SEO, digital marketing strategy, content marketing, links, social media, reputation management, CRO, and much more. Attendees flock to UnGagged because the speakers are unrestricted and do not conduct any sales pitches; they focus on actionable methods that work for them. Please note, UnGagged typically is held in November, so mark your calendars and check back for a solid date and location for 2018.

Tickets:

Contact for Ticket Price


Content Marketing World

Cleveland, OH

Content Marketing World 2018

An event that draws “the best and the brightest in the content marketing industry,” Content Marketing World 2018 is the largest content event. Attendees will leave with a solid strategy that positions them to implement a plan for growing your business and connecting with your audience in new and innovative ways. Experience more than 120 sessions and workshops with leading brand marketers from around the globe and get new ideas for strategy, integration, measurement, and more.

Tickets:

Contact for Ticket Price


TOPO Summit 2019

San Francisco, CA

TOPO Summit 2019

See firsthand how the world’s best companies design, build, and manage highly scalable sales and marketing organizations. Summit brings together 2,000+ sales and marketing leaders responsible for $60B+ in revenue to share the specific best practices, patterns, and plays that drive exceptional revenue growth, higher conversion rates, faster sales cycles, and larger average deal sizes.

At Summit, you’ll get an inside view into how companies like Google, LinkedIn, Twilio, Procore, and ServiceNow think about go-to-market strategy, sales and marketing process, organization design, tactics and plays, metrics, and technology.

Tickets:

  • Early, Early Bird Ticket: $695.00
  • Early Bird Ticket: $895.00
  • Regular Ticket: $995.00
  • Last Minute Ticket: $1,295.00

ANA Digital & Social Media Conference

Rancho Palos Verdes, CA

ANA Digital & Social Media Conference

The Association of National Advertisers (ANA) presents its digital and social media event in July 2018 at Terranea Resort. Attendees can expect to learn about the latest marketing trends while gaining insight from leading marketers. Previous conference topics have included augmented reality, influencer marketing, virtual reality, content marketing, digital analytics, and more.

Tickets:

  • ANA Conference Registration: $1,150
  • Associate Gold Conference Registration: $1,150
  • Associate Silver Conference Registration: $1,230
  • Associate Individual Conference Registration: $1,360
  • Non-Member Conference Registration: $1,360

Marketing Strategy

Virtual / Online

Marketing Strategy

Ever feel like your brand is in a rut? We understand. It can be overwhelming to keep up with competitors and fend off negative attacks, all while trying to meaningfully connect with customers. But we’re here to help.

Join us for our Marketing Strategy Virtual Conference, where you’ll learn how to cultivate a beloved, invincible, high-converting brand.

Tickets:

FREE


Social Media Marketing World

San Diego, CA

Social Media Marketing World

Experience three phenomenal days with the best social marketers, discover the latest tactics, and master social media in 2019.

Join 7,000 fellow marketers and influencers at the mega-conference designed to empower you with business-building ideas—brought to you by Social Media Examiner.

Tickets:

  • All-Access: $872
  • Marketer: $697
  • Community: $147
  • Virtual: $297

MozCon

Seattle, WA

MozCon

Join us for a three-day, one-track conference full of forward-thinking, tactical sessions in SEO, growth marketing, the mobile landscape, analytics, content marketing, and more. At MozCon you’ll connect with our amazing community of industry leaders, chat with the speakers and Moz staff, pick up some cool swag, and even get a hug from our friendly robot, Roger.

Tickets:

  • Super Early Bird | Moz Subscriber: $799
  • Super Early Bird | General Admission: $1,299

SearchLove Conference

London, UK

SearchLove Conference

A two-day event, SearchLove brings together some of the world’s leading thinkers in online marketing.

Get up to speed on the latest in search, analytics, content creation, optimizing your website, paid promotions and more.

Tickets:

  • Ticket: £829.00 + VAT
  • Video Bundle: £859.00 + VAT
  • VIP Bundle: £1129.00 + VAT

Hero Conf

London, UK

Hero Conf

Hero Conf is produced by Hanapin Marketing, creators of PPC Hero, and centered around you; the Paid Search Specialist, the SEM Analyst, the PPC Strategist, Digital Advertising Director, CEO, Social Lead and more. With 40+ sessions offered per event, we have learning opportunities for roles and experience-levels across the board.

Tickets:

  • Conference Only Pass: £1,150.00
  • Conf + Agency Workshop: £1,900.00
  • Conf + Excel Hero Workshop: £1,900.00
  • Conf + Account Hero Workshop: £1,900.00

20 Marketing Experts Share The Growth Marketing Trends That Will Dominate 2018

  With 2018 fast approaching, we asked 20 marketing experts for the growth marketing trends, tactics, and strategies they see taking center stage in 2018. We’ve organized their responses into 7 categories: SEO/Content Data and Analytics Paid Acquisition Artificial Intelligence and Machine Learning Video and Live Streaming Other Channels and Strategies General Growth Marketing Check […]

 

With 2018 fast approaching, we asked 20 marketing experts for the growth marketing trends, tactics, and strategies they see taking center stage in 2018. We’ve organized their responses into 7 categories:

  • SEO/Content
  • Data and Analytics
  • Paid Acquisition
  • Artificial Intelligence and Machine Learning
  • Video and Live Streaming
  • Other Channels and Strategies
  • General Growth Marketing

Check out some of the folks below Thursday, December 7th at the Growth Marketing Conference in San Francisco! Click here to buy your ticket.

 

SEO and Content

Brian Dean

 

The big SEO trend in 2018 will be Google’s AI algorithm. The days of a bunch of nerdy engineers turning the dials at Mountain View are fading fast. Instead, Google’s AI program (RankBrain) is figuring out if users are satisfied… and shuffling around the search results accordingly. That said, links, on-page SEO, keyword research and the other “traditional” SEO strategies will still be important. But they’ll be less important as time goes on. – Brian Dean, Backlinko

 

 

 

Casey Armstrong

SEO Tip: At its core, SEO is about content and links. Stop trying to re-create the wheel and stop reading so many blog posts. Dive into Google Search Console, see which high intent queries you are getting volume, but have a poor impression-to-click ratio, and optimize accordingly.

SEO Trends: Both of these have been around for a bit, but semantic relevancy and snippets will continue to be huge in 2018. These both take some creative “hacking” or knowing where to look, but can provide step function lifts in your organic traffic and allow you to leapfrog competitors with stronger domains and backlink profiles. – Casey ArmstrongBigCommerce

 

 

 

Tim Ash

There is no ‘best” on-average website for all visitors. Copying your competitors is never a good idea, because you do not understand key aspects of their business model, audience, brand strength, or strategy.

So what is the right answer?

You need to actually listen to your site visitors. The best way to do that is to pay attention to what they do on your site. Based on this information, you can change the site experience in real-time. Personalization can pay huge dividends because it makes the visitor feel special and dramatically increases relevance for them. – Tim AshSiteTuners

 

 

 

Lars Lofgren

 

AMP isn’t gaining headlines or a sexy growth hack right now but it’s not going away, it’s steadily gaining steam. In the SEO world, I wouldn’t be surprised if AMP moves from a “nice-to-have” to a “make-the-switch-right-now” over 2018-2019. Even though giving Google control of our site makes me super nervous over the long-term, I’m beginning to wonder if it’s a deal with the devil that I’ll get forced into signing. – Lars LofgrenI Will Teach You To Be Rich

 

 

 

Barron Ernst

It’s more important than ever to make sure you do a good job targeting email based on actions and other elements of personalization. The era of the generic newsletter is over and click thru rates continue to decline for it. It’s key that the message has some relevance to the customer and addresses their specific user behavior within your product. And you should tie your email to a specific business outcome, not just to clicks on the email.

Also, people still don’t understand the basics of deliverability. Spend time understanding why you need multiple IP addresses, how to monitor inboxing across various ISPs, and what leads to bad and spammy emails. Make sure you are spending the time to deeply understand what drive success of emails hitting people’s inbox. This is especially important if you are growing and changing email providers. It’s very common for this transition to cause problems as you transition your IP addresses, sending domains, and get started on a new email service. – Barron ErnstShowmax/Growth Consultant

 

 

Dominic Coryell

 

I’m a big fan of Zaius for email marketing right now. They take a B2C CRM approach which allows me to easily spin up behavioral emails based on a seemingly unlimited # of micro-segments. – Dominic CoryellGrabr

 

 

 

 

Data and Analytics

Benji Hyam

 

I hope more companies will move from a last-touch attribution model to measure ROI from channels, to a first-touch and last touch attribution model. Last touch isn’t a good representation of what drove a potential customer to take action or make a decision. By also taking first-touch attribution into consideration, companies will get a better idea for what channels influence a sale and be better at allocating budget. – Benji HyamGrow and Convert

 

 

 

Melinda Byerley

 

Google Analytics + Salesforce integration could be a game changer for B2B Marketing. Attributing marketing spend in sales-driven organizations is a perennial challenge, and the connection between the two platforms is notoriously difficult and error-prone. We’re optimistic about this opportunity and encouraging our B2B clients to explore it as a top priority in 2018. – Melinda Byerley, Timeshare CMO

 

 

 

 

Nate Moch

 

Building a platform that can tie together all of your data across channels is going to be a fundamental requirement to growth. The future of growth is in machine learning as it will be used for everything from personalization to activation, from content to marketing. You can’t take advantage of the potential of machine learning without access to all of your data in one place. If you haven’t invested in your data infrastructure, make it happen in 2018. – Nate Moch, Zillow

 

 

 

Paid Acquisition

Logan Young

 

Optimize your content for mobile. Not only are users viewing content on their mobile devices at an increasing rate, they’re also becoming more comfortable going through the entire purchasing process from their smart phone (as opposed to switching to desktop to buy). Shoot vertical videos, use images/headlines that have stopping power, don’t ask users to leave social and go to a site with bad loading time since most are using data and will abandon the request if load time is longer than 3 seconds.- Logan Young, BlitzMetrics

 

 

 

Brian Rothenberg

 

Paid acquisition will continue to be a viable tactic for many, and a required one given the diminishing reach of organic social and other platforms. Competition is increasing, so CPMs and CPCs are as well – this will require the most successful paid marketers to better leverage data (ideally first-party data for segmentation and lookalike audiences), and/or to better monetize their services which in turn enables higher spending via paid acquisition. Paid acquisition is a tool in the toolkit, but don’t let it be the only one — if you do, the only long-term winner is going to be Facebook/Google. – Brian RothenbergEventbrite

 

 

 

Artificial Intelligence and Machine Learning

Will Bunker

 

The cost of doing machine learning is really low. All the algorithms are available on open source and cloud platforms. It is a matter of finding the most interesting data to use for insights. The data can be trained to better identify who has a higher probability of being a great customer or predict churn and allow companies to be proactive. – Will BunkerGrowthX

 

 

 

Conor Lee

 

The most hyped thing ever. Few teams have the talent resources necessary to really apply it. – Conor LeeHipLead

 

 

 

 

 

Eric Siu

 

Using a tool like Automated Insights can help you crank out unique content at scale (that doesn’t sound like a robot). – Eric Siu, Single Grain 

 

 

 

 

 

 

Oli Gardner

 

Machine learning and AI will create smarter systems. If they are exposed via APIs that will empower the growth marketer even greater acceleration and experimentation potential. – Oli Gardner, Unbounce

 

 

 

Video and Live Streaming

Dennis Yu

 

Video will become central to the modern marketer’s strategy– not some side thing or freelancer project. Central means that the company produces video as their primary form of content, produced by the company themselves (not hired actors), and edited by an in-house team. – Dennis YuBlitzMetrics

 

 

 

 

Tony Tie

 

The boom of live streaming is going to heavily depend on internet bandwidth and improving speeds. I don’t know if we are going to make leaps in access and speed in 2018, but the moment the streaming experience is as seamless as a prerecorded video, it will take off. – Tony Tie, Expedia

 

 

 

Other Channels and Strategies

Todd Wilms

 

One of the bigger challenges for marketing is internal not external – the sales organization. “He Said, She Said” in-fighting over leads kills the pipeline and only leads teams to play it safe. Build alignment by have shared goals (revenue, touches to closure, lead to closure duration, etc.) that both teams own and share responsibility. You are one big team driving growth so act like it. – Todd WilmsThe Consultant’s Collective

 

 

 

Sean Work

Focus on improving your brand. Work on improving your image, trust and authority. This is the stealth CRO hack that no one can steal from you and it will improve your conversion rates across the board. When people are familiar with your brand and your brand looks/feels sharp, trustworthy, friendly (and not some fly-by-night operations)…guess what? You’ll close more deals, sell more products…..you’ll grow! – Sean WorkCrazy Egg

 

 

 

Sean Sheppard

 

Be pro-active and lead your customers to their desired outcomes with actionable insights. The most successful companies generate the majority of their revenue with existing customers. Find ways to grow with them! – Sean Sheppard, GrowthX

 

 

 

 

Ryan Kulp

 

If you build a chatbot, make sure the customer knows this is a bot. NO bots are good enough to “trick” people into thinking they’re real… that’s called ‘Passing the Turing Test’ and Facebook Messenger won’t do this anytime soon. Instead, make your chatbot so *obviously* a chatbot, that your prospects and customers will get a “kick” out of interacting with it. –Ryan Kulp, Fomo

 

 

General Growth Marketing

Ada Chen

 

There are certain marketing channels that are incredibly specialized like paid marketing, email marketing, and SEO where a world-class practitioner is worth their weight in gold. As growth marketing matures, I think we’ll see less generalized ‘growth marketing’ roles in teams and more focus on building teams with channel experts. – Ada Chen, Notejoy

 

 

 

Brandon Redlinger

The majority of companies will get growth wrong. Instead of focusing on “how can we build a better product and deliver more value to customers,” the focus will remain internal. They’ll still be trying to figure out “how do we get more money from our customers?” The allure of VC money and front page headlines that our society so prizes are only distractions. As a consequence, they will miss the real revenue opportunity.

However, I’m very bullish on the growth marketing movement in the long run. I think companies will wise-up. The smartest companies will re-think roles, responsibilities, and relationships of the growth marketers, and they will be given more responsibility for the customer experience. – Brandon Redlinger, Engagio

 

 

Hana Abaza

 

I think it’s never been harder to move the needle. It’ll be less about tactics and hacks and more about sustainability and actually deliver something your audience wants. – Hana Abaza, Shopify Plus

The Best Growth Marketing Conference Takeaways

  There is one thing I know for sure: Growth does not happen in a silo. There are many components that come together to form great growth marketing strategies. And over the past few months, some of the greatest minds in growth have crossed our stage to offer their hard-earned insights into the field. From […]

 

There is one thing I know for sure:

Growth does not happen in a silo.

There are many components that come together to form great growth marketing strategies.

And over the past few months, some of the greatest minds in growth have crossed our stage to offer their hard-earned insights into the field.

From B2B to B2C to P2P (or H2H, whichever you prefer), there is one thing that rings true of the great growth marketing puzzle (and marketing in general, actually): it’s all about the end person who your company is intended to help.

Figure out how to best help them with your messaging, content, product, and you’ll create a memorable experience which leads to retention and ultimately, to understanding and success.

Let’s get into it.

 

Messaging

One of the many areas that companies first struggle with is messaging.

It can be tough to walk a theoretical day in your customer’s shoes, especially if you overly obsessed with your own company and products or have no idea who your target customer is.

And when you are first starting out, you don’t always have a lot to work with other than what you believe your company mission and core values are.

Obviously, your messaging should be informed by your target personas, but what if your target personas don’t know who you are, what you do, or why they might need you?

Growth Marketing Conference East speaker Derek Halpern makes a good point about how to tweak your messaging based on how well known your company is.

In theory, if no one knows who you are, or people don’t know that they have the problem your company solves, you need to reel them in by appealing to their broad world view.

Just like with content, when you are in the super awareness zone, casting a wider net will help to funnel in a general audience, with which you can segment with more targeted messaging once they get to know you and problem you solve.

But, again, it can be tricky to “go broad” and still remain relevant to the people you are trying to reach.

That is why Growth Marketing Conference East speaker Chad Kerby suggests keeping your message clear and concise.

“Broad” and “clear” are two entirely different things. Knowing how to tailor your message in a way that clearly communicates your brand value in terms that a general audience can understand will build awareness for your company.

Derek offers another great piece of advice to help you bring it all together: message differentiation.

Growth Marketing Conference Takeaways | Growth Marketing Conf

If you are a new company or you are solving a new problem, the best way to gather information on the market is to run an analysis on what your competition is up to. While they may have some great insight into the current market and audience, you can’t copy their messaging without running the risk of appearing to be a smaller, crappier version of them.

You either need to be better than them at what they are doing, or you need to do something completely different.

Attention is the currency of the marketing world, so go out there and be different with your messaging.

Content

Another huge area of interest for today’s business owners and marketers falls into the realm of content.

Anyone who has ever been involved with content marketing knows that content creation, planning, promotion, and ranking takes time.

A LOT of time.

GMC East speaker Sujan Patel suggests training various teams within your company to build content creation into their regular processes.

The truth is, people are searching for answers to their burning questions about your product or service, so some of the most engaging and relevant content for your audience will come from the people who work the closest with your customers like customer service and sales teams.

If you train your team to be involved in content creation from the beginning, you’ll be able to spread the responsibilities across your entire organization and shift the burden of creation to a manageable workload.

 

Product

At Growth Marketing Conference B2B, GrowthX Academy co-founder Sean Sheppard made a very real observation.

Because of technology and help from the interwebs, ideating, creating and launching a product is easier in today’s world than ever before. Getting people to pay attention to your brand and product, on the other hand, is much more difficult.

We should all know by now that great businesses don’t succeed solely because of their products.

There’s a lot more that goes into growth than product development.

And as GMC alum Dan Olsen notes, must-have product features aren’t always going to create customer satisfaction.

It’s all about expectations.

If you are offering a solution to someone’s problem, you better be able to solve it to the extent required because that is what people are expecting when they purchase from you. If your product falls short of a complete solution, people are going to be unhappy because their expectations haven’t been met.

And even if your product does solve their problem, if the experience they had with your product or company isn’t fantastic, dissatisfaction may still be prevalent.

You need to figure out how to provide above and beyond value when the inclusion of must-have features has been set as the baseline expectation. Your company’s success depends on it.

Your company’s success depends on it.

If you still aren’t sold on the fact that “product” isn’t everything, veteran GMC speaker Zack Onisko raises another great point about product engagement.

Without engagement from the people who are purchasing your product, you have built a weak audience, which typically means your brand isn’t anything to write home about. If your audience is quiet, you need to give them something to shout about.

If your audience is quiet, you need to give them something to shout about!

An engaged audience is an active audience, an active audience is a loud audience, and a loud audience spreads the word about your product, which makes marketing a whole lot easier.

Experience

From how a customer hears about your brand, all the way down to the way that they interact with your products, their experience is everything.

GMC B2B speaker Jon Miller explains how a potential customer or potential client’s experience is affected by something as small as the sender of an email:

By taking a little bit of extra time to plan out your customer (or client’s) experience with your brand, you can change the way they see your company, and ultimately influence their decisions to do business with you.

There’s no way to make someone feel less special than by sending them a blanket, unpersonalized sales email.

You want my money? Don’t waste my time. My time is very valuable to me, and so is the time of your customers.

GMC B2B speaker Krista Seiden hammers how the point by bringing up the value of personalization in marketing:

Personalization is a key element to creating a great customer experience. By personalizing your marketing, you are demonstrating that your company values the time of its customers.

And I don’t just mean «FirstName» personalization, I mean do your damn homework.

Find out what my real problems are and only reach out to offer me a solution if you know for a fact that you can help me and that I am in the right place in my business (or life) for your offering.

And if I haven’t expressed any explicit interest in your solution, your company or in building a relationship with you, don’t ask me to dedicate 15 minutes of my time for a quick phone call.

By personalizing your marketing, you are demonstrating that your company values the time of its customers, and everyone wants to feel like they are valued.

 

Retention

A lot of growth marketing efforts are focused on the acquisition phase, but good marketers and business owners know that retaining a customer is cheaper than acquiring a new one.

As the famed author of the book “Hooked” and Growth Marketing Conference East speaker Nir Eyal says, “user growth is meaningless if you don’t have user retention.”

What’s the point of acquiring all of these new users if they don’t stick around?

Acquisition is just the first part of the process. You need to solve for the rest of the growth funnel before you will find success.

 

Putting It All Together

When it comes down to it, no piece of the growth marketing puzzle is of value if the rest of the pieces are missing.

But, once everything comes together, you are left with something of extreme value: knowledge.

And as Growth Marketing Conference East speaker Steli Efti asserts, whoever understands the customer best will ultimately own them.

To be understood is what we all strive for in the very core of our beings, so why wouldn’t marketers apply this to their customers?

Ultimately, if I’ve learned anything from these amazing speakers, it’s that understanding your customer is what will lead to growth, and eventually to success.

In other words?

Always keep your eye on the customer and you’ll never be led astray.

Frenetic, But Focused: The Power of the Growth Marketing Conference

Skyscanner Marissa Hills just flew in from Miami. With her carry-on trailing behind her, she strides through the DoubleTree in San Jose in search of the registration desk. She checks-in, stows her luggage and heads straight to the VIP section, like the other couple hundred travelers who have convened in Silicon Valley for the next […]

Skyscanner

Marissa Hills just flew in from Miami. With her carry-on trailing behind her, she strides through the DoubleTree in San Jose in search of the registration desk.

Marissa Hills just flew in from Miami

Arriving at the conference

She checks-in, stows her luggage and heads straight to the VIP section, like the other couple hundred travelers who have convened in Silicon Valley for the next two days. Shaking off any residual jet lag, Hills prepares to dive head first into the sea of excitement.

It’s all in pursuit of knowledge, connections, and perhaps free swag from one of the booths that line the hotel hallways. It’s the annual Growth Marketing Conference, and attendees have traveled from near and far to brush elbows with some of the industry’s thought leaders.

Tonight, the champagne flows freely

Champagne is flowing

Tonight, the champagne flows freely as VIP attendees await dinner in the hotel ballroom, so freely, that they hardly notice when the doors to dinner have finally swung open. Everyone is too busy mingling, clinking, shaking hands to give a hoot.

Hills is beaming

VIP dinner

Hills is a blur of motion, making the rounds and trading industry tips.

“At Skyscanner, we’re encouraged to go outside of our primary expertise and pursue our interests and passions,” she says. “There are so many ideas and techniques shared at these types of events; I’m looking forward to testing what I’ve learned here with the Skyscanner audience.”

Skyscanner

All smiles at GMC

In the world of startups and incubators, ingenuity and fresh perspectives are seen as a huge asset. Wielding the industry lingo, Hills chats about the common challenges of growth with Guy Marion, CMO & Head of Business at Autopilot.

Tentcraft

Meanwhile, just one table over is Joey DiFranco of Tentcraft, a bonafide marketing maven who traveled from Traverse City, Michigan to be here. Over prosciutto-sprinkled salads and warm bread rolls, he regales his table-mates with tales of his adventures.

Joey DiFranco of Tentcraft

Dinner and networking

“My wife and I were living in Chicago for a decade and realized one day that we hadn’t had a dinner together in two years,” he said, gesturing animatedly. “So we bought a house in the middle of the woods all the way up in Michigan. Originally I was gonna fish and be a stay-at-home dad, but eventually, my old ways called.”

These days, DiFranco co-leads the marketing team for Tentcraft, a promotional outdoor tent company. It seems a fitting fusion of his history in advertising with his more laid-back approach of today.

Salad at VIP Dinner

First course

Just across the table, Brendan Baker, the Senior Manager of SEO for Eventbrite, recommends local sights for attendees to check out in the Bay.

Working for a ticketing company gives him a strong pulse on what’s happening at all times — and he’s full of restaurant recommendations for a dinner guest who just moved to the Mission District in San Francisco.

After ample crusted halibut and apple cake are consumed, the weary travelers, sleepy from the champagne and rich food, head their separate ways.

Some will make it to the late-night mixer at a local nightclub, others hunker down to finish up some work and some hit the hay — they want to be well-rested for the full day tomorrow.


Day 1

Eric Tucker

Eric Tucker

Eric Tucker missed breakfast. He wasn’t up late partying or strolling the city streets; nope, he was on a call with an international client until 4 AM.

He’s used to these late-night-early-morning conferences as a co-founder of Pocketmath, a quickly growing mobile advertising platform.

Panel on Day 1

Panel on Day 1

Tucker grabs a pastry from the spread and tops off his coffee, then it’s off to his first session, on aligning marketing, sales and customer success. The businessman seems especially impressed by the new-age Q&A format that punctuates the end of each session.

Simply submit your questions online and the moderator will read them aloud — none of that distracting mic passing.

Steli Efti

Steli Efti

Tucker traveled all the way from Boston for the event.

“This is my first Growth Marketing Conference,” he confessed. “Pocketmath has been a bit under the radar so I figured it’s time to venture out to talk to more of Silicon Valley. I haven’t been that involved in the community yet, so I want to get on the ground to see what people are doing.”

networking is the major payoff

Networking is the major payoff

For him, networking is the major payoff of attending. “I’d come next year again for sure,” he said. “You don’t need to meet 100 people, only two or three people that really matter.”

Tucker admits that the small workshop format of the day before suited his purposes perfectly — “It allowed greater intimacy with people who are at the decision-making level in their companies, which is really important.”

Then, just like that, he’s off, mingling with a fellow attendee as he brushes the crumbs off his lapel.

growth case study

Growth case study

After a growth case study with Alight CEO and Founder Adelyn Zhou, it’s time for lunch and to peruse some of the booths — is that a corporate adult coloring book for sale?

Mealtime means fancy brown-bag lunches, just like mom used to make (but much tastier).

As attendees nosh, the entryway is getting crowded.

A man in multicolor furs and gold platform sneakers snakes through the crowd, eyes and whispers following him as he passes. Could he be a celebrity? Maybe he works in fashion?

Sean Ellis at GMC 2016

Sean Ellis

And speaking of eccentrics, an industry celebrity has just arrived, sporting his signature faux-hawk and mustache, twisted up on the sides.

As he passes by, attendees greet him and shake his hand, their eyes conveying their awe at his presence.

Rand Fishkin

Rand Fishkin at GMC 2016

Rand Fishkin

“If I see a lot of people doing one thing, I’m inclined to do the other,” Rand Fishkin says as he reflects on his unique personal style.

“This practice translates into my corporate practices as well; if there’s a common way to do something in a business, I automatically question it. Common practice isn’t always best practice.”

This belief permeates Fishkin’s mode d’emploi and has helped to establish Moz, the company he cofounded in 2004 that sells subscriptions for their marketing analytics software, as a trendsetter in the startup world.

One thing is certain, he is passionate about doing things differently, and this includes his presentations for conferences.

GMC Selfie

GMC Selfies

He’s traveled here from Seattle, only his second trip to Silicon Valley this year, which is surprising considering he speaks at around 35 conferences a year.

Another surprising fact?

He never accepts a speaker’s fee, but instead asks organizers to donate to Give Directly, a company that allows donors to give money directly to poor communities and people.

Cell Phone

Tweeting at GMC

“I also always ask organizers for the percentage of speakers that are women,” he said.

“Onstage, that’s the place where we can disrupt this space and demonstrate that it’s not just a platform for white men to have their voices heard.”

Fishkin continues, “It’s all about representation. You have to demonstrate that there are people ‘like you’ who do this, especially considering that tech is one of the few ways to change your economic status in the U.S.”

Going Live at GMC 2016

Going Live at GMC

For his closing keynote, which capped off the two-day conference, Fishkin walked through his personal entrepreneurial journey. “We entrepreneurs are given more credit than we really deserve; great entrepreneurs operate from a place of humility and hope.”

Fishkin said he hopes that the audience realizes that “growth for its own sake” is not a sustainable model. “You need to build a business that can survive and be profitable, and those two factors can’t be sacrificed in the name of growth.”

Right before he addressed the hundreds of people eagerly awaiting his words of wisdom, Fishkin paused to reflect once again, this time on the conference.

Vincent Dignan at GMC 2016

Vincent Dignan and friends

“I’m hoping that the folks in the audience participate in the same self-reflexive exercise I did,” he said pensively. “No one builds a startup by himself, no matter how amazing you might be.”

Soaking up Fishkin’s words—and the last of their beverages—attendees from all walks of the corporate world left with one commonly held belief: growth marketing isn’t just for startups anymore, but for anyone looking to expand both their company and their ways of thinking.

It’s all about bringing people together, from founders to first-timers, to work through the daily challenges of transforming an idea into an enterprise.

As referenced in the opening speech, “Growth marketing isn’t this magical Silicon Valley spell that turns garage-based startups into overnight superstars—it’s just matching data-driven strategies and tactics with forward-thinking innovation and creativity.”

And of course, having a healthy appetite for endless experimentation doesn’t hurt.

“Whether you’re a startup or an enterprise, that’s the secret sauce.”

Have an experience from a past Growth Marketing Conference that you’d like to share? Tweet us and use hashtag #GrowthMarketingConf for a chance to get featured.
 

PS: Have you heard? 2017 is the year of growth.

And that means it’s going to be a very busy time for Growth Marketing Conference. This year, we’ll be hosting events in:

And you’re invited!

Don’t miss your chance to experience the Growth Marketing Conference first hand in a location near you.

8 Crucial Takeaways from Growth Marketing Conference 2016

  Did you make it out to Growth Marketing Conference? If you did… You know exactly how many significant, relevant and exciting ideas were shared. However, if you missed the conference, or maybe you need a little help recalling some of the nuggets of gold that were passed around, not to worry. I’m going to […]

 
Did you make it out to Growth Marketing Conference?

If you did…

You know exactly how many significant, relevant and exciting ideas were shared.

However, if you missed the conference, or maybe you need a little help recalling some of the nuggets of gold that were passed around, not to worry.

I’m going to share some of my favorite takeaways from the conference in case anyone needs a refresher.

But first, I want to talk about something important. There’s a running theme that binds all of these truths together, and that theme is people.

“People” are your customers, audience members, end users. They are your colleagues, co-workers, fans and followers.

So much energy in marketing is expended attempting to reach, disarm, persuade, and convert “people,” that sometimes we forget to look beyond the surface of our “personas” to see the human hiding underneath. The truth is, after you’ve surpassed the first layer of human consciousness, we are all a lot alike.

Copywriting, content marketing, social media, advertising…

All of these facets of marketing aim to influence consumer decisions.

We create these long, convoluted, deeply-assessed and hyper-considered strategies and funnels, without reflecting on the simplest concepts in human nature.

If I’ve learned anything from my journey with marketing, it’s that we are all people. All human. And while our experiences, hopes, beliefs, and dreams may differ, we are all composed of the same stuff.

Next time you’re stuck in the thick of a marketing conundrum, take a step back and look for areas of over-complication. If what you are trying to do, say, describe, relate, doesn’t take basic human needs and wants into consideration, (and I mean, not just what you think that person needs because it suits your case to be biased), you’ll need to eliminate some of the “clutter,” focus down on the core of your offer, and find a way to appeal to our most basic and collective, psychological demands.

As you’ll soon be aware, it all starts with attention… and it ends with success…

So long as you can remember to derive your marketing strategies from a place of basic human understanding and compassion.

 

Attention

Attention Quote | Growth Marketing Conference 2016

In Ben’s presentation, we were taken on a neuromarketing journey, where we were able to experience some of attention-grabbing tactics first hand (he was kind enough to wake us all up with some perfectly-timed loud noises throughout his talk).

The fact is, we are in a situation where “noise” has pretty much taken over. People are hit with marketing messages constantly throughout every hour of their lives. The marketer’s dilemma is now one of breaking through this saturated space by stealing attention in any way possible.

 


Attention is a common ground. We all have one, but it’s being divided at an alarming rate.

As a marketer, it is your job to discover the best way to buy attention or it’s game over.

 

Content

Content Marketing Quote | Growth Marketing Conference 2016

As a startup, one the most difficult challenges you may face is finding product market fit. Truly understanding how to fit in and serve a market with your unique offer can be a daunting task.
 


During Hana’s panel, she brought to light the idea that content marketing strategies are not being treated with the same kind of purpose-driven framework that is applied to the very companies deploying these strategies.

Successful content marketing strategies are researched, tested, pivoted, and optimized just like your product or company offering. And understanding that perfect area of the market to serve with your content is all part of the process.

If you don’t have that perfect content match that speaks to your people, your efforts will fall flat. You will be bleeding money until you can align your content with your market.

So, instead of pushing forward with blind content creation, find out how to apply lean startup methodology to your content marketing efforts for better results.

 

Growth Mindset

Growth Mindset Quote | Growth Marketing Conference 2016

Having a growth mindset essentially means that instead of attributing your talents (and faults) as innate characteristics, you believe that talents can be developed through hard work and perseverance.

And while this term has certainly become a buzzword, there is merit to understanding what it really means to possess a growth mindset and be able to identify one in others.

In the end, the truth is that software can only take you so far. It’s the people behind the products (and the people in front of them – aka the customers) who make a brand great.

 

Humor

Humor Quote | Growth Marketing Conference 2016

Being funny is hard.

Taking an idea from your head and turning it into a piece of comedy requires some finesse, especially in marketing. Luckily, Sarah Cooper gave away all of her secrets in a refreshing speed session that took place just as everyone was losing steam.

Now, I always believed that funny people were highly intelligent and able to seamlessly juxtapose the absurd with concepts from everyday life, but apparently, not all hilariousness requires deep thought. There are certain formulas for hilarity, and they aren’t as difficult to understand as I previously believed.

The next time you want to bring some humor to the table, just point out the obvious and be overly honest.

If no one laughs, you can laugh at yourself.

 

Social Media

Social Media Quote | Growth Marketing Conference 2016

In my opinion (as someone who relentlessly studies, creates and applies social media strategies), social media is the misunderstood and abused child of digital marketing.

No one seems to “get” it, but they know it’s important, so responsibilities are passed around from one person to the next until the company gives up on it completely, or they hire someone who actually knows what they’re doing.

In Derric’s workshop, he puts it bluntly:

“Social media is just like any other networking event, conference, or party that you’ve ever been to. It is a place where people come to meet other people, chat with their friends, read up on the latest news, and share parts of their lives with others. It’s also a place where people go to connect with the brands they love and enjoy.”

When he says that social media marketing is just word of mouth marketing online, he means that you need to treat it as an opportunity to listen, provide relevant and valuable feedback, and only when appropriate, should you start talking about yourself and your business.

“No one came to Twitter today to hear about your crummy business, but you may have something inside you that is valuable to them that they can use in their business. If you give that to them, they may stop and ask more about what you are up to. If they don’t, at least you helped someone. Help enough people and you can be certain that many of them will circle back around to help your business as well.”

 

Focus

Focus Quote | Growth Marketing Conference 2016

When Rand left the stage after his closing keynote, eyes were misty as the profoundness of his story set in.

He told the tale of Moz and the things he’d do different, and keep the same if he were to start another business again.

It was a poignant story that left many in deep thought about how they might be able to apply some of Rand’s advice after the excitement from the conference inevitably faded. One of the most crucial things he said was to stop building, stop hiring, stop growing even, and just focus.

The fact is that startups don’t fail because the founders aren’t doing enough. Most of the time, it’s because they are doing too much.

One of Rand’s most authentic pieces of advice to startup founders out there:

 

Achievement

Success Quote | Growth Marketing Conference 2016

When Sean Ellis came out on stage, all of the fangirls went crazy on social media…


But the thing I remember most was this quote about defining what “success” looks like.

If you haven’t set clear goals or expectations, how can you possibly measure success?

This rings true for all marketing campaigns, business objectives, pretty much anything that you take on in life.

Which leads me to my last and favorite takeaway from Growth Marketing Conference:

 

Success

Success Quote | Growth Marketing Conference 2016

I decided to end with this takeaway because I believe that it is absolutely correct.

There is a running joke that sales and marketing don’t get along because. There is often blame placed on either side if the fence, but the truth is that in an organization, everyone is on the same team.

It is imperative to align all of the departments in your business towards the common goal of customer success.

Forget growth. If your customers are not successful, your business never can be.

Focus on making your customer the winner every time and growth will happen organically.


What do you think? Did I miss any of your favorite takeaways from the conference? Let me know in the comments or tweet at me.

Meet Neil Patel at Growth Marketing Conference [Advanced]

Meet the  #1 Marketer in the World You’ve probably heard of him… The Wall Street Journal, Entrepreneur Magazine, and Forbes ranked him among the leading marketing figures alive today. President Obama recognized him as a top 100 entrepreneur under 30. And even the United Nations had something to say about the co-founder of KISSmetrics and […]

Meet the  #1 Marketer in the World

You’ve probably heard of him…

The Wall Street Journal, Entrepreneur Magazine, and Forbes ranked him among the leading marketing figures alive today.

President Obama recognized him as a top 100 entrepreneur under 30.

And even the United Nations had something to say about the co-founder of KISSmetrics and Crazy Egg.

 

I’ll be honest – you really can’t get away from Neil Patel.

 

Not when you’re talking about the entrepreneur game. Because Neil isn’t just one of the top thought leaders in the industry; he’s also one of few who really started from scratch.

 

He doesn’t come from marketing royalty, and he didn’t have the luxury of getting all the answers from a few Google searches. Not back then, when he was just starting out at 16. Those were the frontier times – everybody was still figuring things out – and Neil blazed more than a few trails himself.

 

The best-known one is probably his generosity with thought leadership.

 

He writes on his blog – and guest posts on quite a few others, too – about his experiences in digital marketing. He gives hard, actionable, field-tested strategies and tactics for topics like writing viral content, monetizing small blog readerships, and hacking Facebook Group growth

 

Of course, inbound marketing is the norm now – really, you should be doing it too – but it wasn’t always that way. You can thank Neil for that.

 

It was just one of the strategies he used to lift himself from humble beginnings – working in park services at Knott’s Berry Farm – and strike gold by starting two of the best-known companies in the analytics space.

 

Unsurprisingly, people want to know exactly how he did it.

 

Because they want to do it too.

 

And like any success story – whether it’s an analytics agency or a lawn mowing business – it always begins the same way.

 

With customers.

 

First a few of them, then a few more, and – finally – the kind of user base you can launch an IPO from.

 

You need customers.

 

And Neil Patel knows how to get them.

 

Thankfully for everybody else, he’s not the kind of guy to keep secrets. He’s hosting a webinar soon that really focuses on the customer acquisition process.

 

The Advanced Customer Acquisition Webinar is an ongoing series, adapting with the market to pick up what’s working and throw away what’s not, so your bottom line always stays strong.

It’s one of the most comprehensive courses on acquiring, activated, converting, and retaining customers that you will ever find.

You’ll learn proven best practices, like:

  • Writing a brand story to help customers develop a deeper relationship with you
  • Pulling competitor data to learn from their mistakes
  • Choosing journeys and courses over eBooks – they convert 16% more

harley davidson beardImage description: Harley-David’s freedom narrative is part of why the brand has such cult appeal for motorcycle enthusiasts.

  • Not using mailing tools to blast emails en masse
  • Keeping your emails relevant – no matter what
  • Segment your emails to increase response rates

5 Steps to Increase Response rate

Image description: Segment your emails by categories like profile and behavior.

  • Optimizing keywords and pages with lower than 5% click-through rates
  • Using keywords like “how-to,” “guide,” “tips,” “tricks,” and “best practices” (they’re proven click-drivers)
  • Putting the keywords you rank for in the title tags

Best Title Ranking Strategy for On-Page SEO

Image description: If you’re ranking for a keyword, put it in the title – and keep it as close to the beginning as you can. Image source: http://backlinko.com/on-page-seo

  • Asking “yes” or “no” questions to generate 20-30% more leads
  • Placing tripwires – giving something away for free now to upsell later
  • Putting the keywords you rank for in the title tags
  • Striking up a conversation first to drive email response rates
  • Putting multiple lead magnets on your website (homepage, blog, header, & exit pop-up)

Free Course Lead Magnet Example

Image description: Put lead magnets all over your website – or your blog. Try interstitials and embedding.

 

 

He also recommends a few veteran-favorite SEO tools, like:

 

You don’t want to miss this webinar.

 

We’re happy to partner with Neil again – frankly, who isn’t? – and it’s not only because he’s a nice guy.

 

It’s because his strategies and tactics simply work.

 

Which, let’s be honest, is more than you can say for most of what’s out there.

 

From overpriced corporate seminars, talks by self-styled gurus, and the established industry wisdom, most of what you’ll see only works for some companies in some fields. Not everybody. Maybe not even you.

 

But Neil learned marketing the hard way. He tried – and failed – himself, over and over again. So he knows what works, what doesn’t work, and perhaps most importantly he comes from an end-user angle – your angle.

 

That’s why he’s part of the digital marketing canon now.

 

This may be a new field – a brave new online frontier – but it still has a history, still has its pioneers – and Neil is right at the top of the list.

 

That said, we’d love to know your thoughts about customer acquisition too.

 

What’s worked for you? What hasn’t?

 

Do you have problems getting prospects to convert or slowing down customer churn?

 

Tell us in a comment below!

The Ultimate Guide to Convincing Your Boss to Send You to Growth Marketing Conference

So. You probably already know about Growth Marketing Conference. Nearly everybody in the industry does… It’s the leading event in the growth marketing space – featured in both Forbes and CMO.com – and it’s not hard to see why. Growth Marketing Conference hosts world-class speakers – thought leaders from Neil Patel and Sean Ellis, to […]

So. You probably already know about Growth Marketing Conference.

Nearly everybody in the industry does…

It’s the leading event in the growth marketing space – featured in both Forbes and CMO.com – and it’s not hard to see why.

Growth Marketing Conference hosts world-class speakers – thought leaders from Neil Patel and Sean Ellis, to Andrew Chen and Rand Fishkin – offers actionable, hands-on workshops taught by real-world practitioners, and showcases the latest growth marketing tools and technologies.

Growth Marketing Conference is our one-stop-shop for growth success.

And as we both know, growth matters in our industry.

Because if we’re not growing, our competitors are.

And we simply can’t afford that.

We have to be competitive. Now more than ever.

So, let make take the lead on this.

Send me to the Growth Marketing Conference so I can learn the strategies and tactics that really move the growth needle, and network with big brands like Oracle, Google, LinkedIn, and Facebook.

I can choose between:

  • Growth Marketing Conference B2B, June 28-29 in San Francisco
  • Growth Marketing Conference Global, December 6-7 in San Francisco

And if I register in the next 7 days, I’ll save $400 off my ticket!

Register Me for Growth Marketing Conference B2B (San Francisco)

Register Me for Growth Marketing Conference Global (San Francisco)

And when I get back to the office, I’ll give you growth numbers you can really be proud of!