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. […]
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 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 […]
Here’s The Best Marketing Conferences for Growth Marketers
Fairmont Hotel, San Francisco, CAGrowth 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 2019 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:
- Summer Special Conference Pass – US$1,050
- Summer Special Team Pass – US$850
- Onsite Conference Pass – DON’T PAY THE FULL DOOR PRICE! – US$2,950
- All Access Pass – US$4,350
- All Access Pass – $1,595.00
- All Access Pass – One Day Tuesday 9/17 – $1,100.00
- All Access Pass – One Day Wednesday 9/18 – $1,100.00
- Workshop only – $489.00
- Expo+ Pass – Free!
- Startup Founders & Execs: $1,099.00
- Startup Founders & Execs: Team Pack: $899.00
- Big Co Execs & VCs: $1,599.00
- Big Co Execs & VCs: Team Pack: $,1399.00
- Summer Special – $699 CAD (~$528 USD) + taxes & fees: CA$764.03
- General Admission – $799 CAD (~$623 USD) + taxes & fees: CA$880.34
- 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 DaySan Francisco, CA 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 Soon
- Power Pass: $1,999
- All-Access Pass – 1 Day: $599
- All-Access Pass – 4 Day: $1299
- Community Pass: $149
Call to Action Conference 2019Since 2014, Call to Action Conference has brought marketers from all over the world together to learn from the brightest minds in the industry. Single track and free of “fluff,” it’s designed to deliver real, actionable marketing tactics and lessons you can put to use the very next day. September 25-26, get ready for two days of value-packed insights, connecting with fellow marketers, all-inclusive snacks and meals (Vancouver’s best food trucks, at your service), and the most fun you’ve had at a marketing conference. Ever. Tickets:
- Regular – Unbounce Customer: CA$576.73
- Regular – General Admission (Group 2+): CA$854.93
- Regular – General Admission: CA$961.93
&THENLas Vegas, NV 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
- Executive Pass: $2145 – $2845
- Standard Pass: $1945 – $2645
- Economy Pass: $1745 – $2445
- Early Bird – Full Access Ticket – 7-8 Nov 2019: $999
- 4+ Early Bird – Full Access Ticket – 7-8 Nov 2019: $928
- Masterclass 1: Local SEO by Greg Gifford – 9 Nov 2019: $599
- Masterclass 2: Link Building by Judith Lewis – 9 Nov 2019: $599
- Masterclass 3: Making Money with Paid Social by Marty Weintraub – 9 Nov 2019: $599
- Masterclass 4: SEO by Jim Boykin of Internet Marketing Ninjas – 9 Nov 2019: $599
- Onsite Admission: $1595
- Regular Ticket: $2399
- Onsite Ticket: $2499
- Regular Ticket: $995.00
- Last Minute Ticket: $1,295.00
- Client-Side Tier: $599
- Platinum Tier: $599
- Gold Tier: $799
- Silver Tier: $859
- Individual: $899
- Nonmember: $899
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
- All-Access: $1697
- Marketer: $1097
- Community: $397
- Virtual: $697
- Registration | Moz Subscriber: $1199
- Registration | General Admission: $1,699
- Ticket: £979.00 + VAT
- Video Bundle: £1009.00 + VAT
- VIP Bundle: £1279.00 + VAT
- Conference Only Pass: £850.00
- Conference Pass + Excel Coaching: £1,370.00
- Conference Pass + Agency Coaching: £1,370.00
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 […]
- Data and Analytics
- Paid Acquisition
- Artificial Intelligence and Machine Learning
- Video and Live Streaming
- Other Channels and Strategies
- General Growth Marketing
SEO and Content
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, BacklinkoSEO 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 Armstrong, BigCommerce 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 Ash, SiteTuners 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 Lofgren, I Will Teach You To Be Rich 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 Ernst, Showmax/Growth Consultant 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 Coryell, Grabr
Data and AnalyticsI 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 Hyam, Grow and Convert 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 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 AcquisitionOptimize 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 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 Rothenberg, Eventbrite
Artificial Intelligence and Machine LearningThe 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 Bunker, GrowthX The most hyped thing ever. Few teams have the talent resources necessary to really apply it. – Conor Lee, HipLead 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 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 StreamingVideo 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 Yu, BlitzMetrics 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 StrategiesOne 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 Wilms, The Consultant’s Collective 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 Work, Crazy Egg 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 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 MarketingThere 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 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 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 […]
MessagingOne 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. 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.
ContentAnother 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.
ProductAt 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.
ExperienceFrom 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.
RetentionA 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 TogetherWhen 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 […]
SkyscannerMarissa 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 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 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 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.” 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.
TentcraftMeanwhile, 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. “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. 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 1Eric 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. 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. 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.” 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. 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? 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“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. 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. “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.” 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. “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:
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 […]
AttentionIn 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.
ContentAs 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. 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 MindsetHaving 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.
HumorBeing 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 MediaIn 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.”
FocusWhen 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:
AchievementWhen Sean Ellis came out on stage, all of the fangirls went crazy on social media…
SuccessI 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.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 WorldYou’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
- Not using mailing tools to blast emails en masse
- Keeping your emails relevant – no matter what
- Segment your emails to increase response rates
- 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
- 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)
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 […]
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