Professional Documents
Culture Documents
67&
35&
Chapter&2:&“Nets”&Lead&GeneraCon&
(Inbound&MarkeCng,&Growth&Hacking)&
36&
What&You’ll&Learn&In&This&SecCon&
Marketing’s goal is to generate leads and revenue, not make you look pretty
• The 15/85 Rule & Achieving “Market Escape Velocity” (Page 47)
• Growth Hacking Tips From The Man Who Coined The Term (Page 61)
• Keys To Driving “Seeds” Growth With Customer Success
37&
Gasoline&For&Growth:&“Nets”&
Gasoline&For&Growth:&“Nets”&
First&–&MarkeCng&Fails&(1/2)&
“Build it & they will come”: great movie quote, bad marketing strategy
Inbound Marketing has been a Because the practice is so common Fail #2: Being Corporate (Boring
popular movement in b2b lead now, “inbound fails” are more & Jargony)
generation for the past 5+ years. interesting than ‘how to do it’…
There’s a 90% chance you’re Do you feel compelled to write
either already doing it, thinking Fail #1: “Post and pray” like… “this systemic ineffective
about doing it, or are feel guilty for activity obstructs sellers from
not doing it. “OK, we’re blogging! Why don’t achieving optimal close rates”?
people care?” You have to work at
But - if you really haven’t heard of getting the word out through SNORE. People write this way
it, the gist of it is to create distribution. The simplest effective because they are afraid of being
marketing that people love. solution is finding complementary rejected, or want to sound smart.
partners who will share your stuff But it just ends up being confusing
So –publish educational or with their own relevant audience. and boring.
entertaining content online, then
people will find it (and thus you), Action Tip: Make a list of relevant Whether it’s a controversial opinion,
and they’ll want more and come blogs/websites or complementary visuals, stories, your ‘voice’ or
register as leads and buy your products, then reach out to find out anything else, bringing a personal
stuff. (A great basics overview is how you can work together to touch to content makes it more
here at Hubspot.) cross-promote each other (see the interesting and engaging to
SalesLoft case study on page ___). readers, so the ‘facts’ will stick.
40&
First&–&MarkeCng&Fails&(2/2)&
Market:+What’s&Your&Needy&Niche?&(1/2)&
Don’t let the Fear Of Missing Out (FOMO) muddy your market & message
When your company is struggling Example #1: LeadGenius Then they narrowed (focused) even
to generate quality leads, first ask more, to on-demand prospecting &
yourself if you’ve found a Needy LeadGenius started out as a lead generation…and sales took
Niche. company called Mobileworks, who off! It became easy for companies
did crowdsourcing. What’s that to understand how they could help.
What’s A Needy Niche? mean? Exactly – few people who
weren’t friends-of-a-friend, or super
Of all the kinds of companies who Early Adopters, ‘got it’.
could use you…and all the kinds of
buyers who should want you… They were burning cash like crazy
which ones need & want you so when they narrowed their niche to
much that they’re willing to expend “outsourced virtual assistance.” By
their attention, energy & money to narrowing (focusing) on a tighter
buy and use you? market & service, they got to
“cashflow neutral” in only 60 days.
Finding a niche isn’t about thinking
smaller – it’s focusing, making it
possible to target & find the right
people and more easily showing
them how you can help.
50&
Market:+What’s&Your&Needy&Niche?&(2/2)&
Don’t let the Fear Of Missing Out (FOMO) muddy your market & message
Example #2: Carburetor And… sales took off. As Usually it’s for the same reason –
VoltageCRM, they struggled instead of focusing on 1-3 killer use
Carburetor (Carb.io) started out as signing any customers after almost cases, they’re trying to speak to too
VoltageCRM, building sales two year. As Carburetor, they many types of buyers.
forecasting tools for software signed two dozen customers in
companies. months, and expect to hit a $1 That Fear Of Missing Out (a fear of
million run rate in less than a year. leaving money on the table, of
People were interested…but not saying “no” to opportunities) has
enough to buy anything. So they We’ll get into more detail on the opposite effect, by muddying
pivoted, into “Outbound Sales LeadGenius & Carburetor in the your messaging so that no one
Automation,” doing the outbound next chapter on “Spears” lead understands what you can do for
prospecting for companies (using generation: outbound prospecting. them.
the Predictable Revenue Cold
Calling 2.0 methods & framework). For Bigger Companies Learn To Say “No”
They found a Needy Niche: Commonly, when a big company It takes courage to seemingly give
companies who wanted to who’s done mostly inbound up a bigger market to narrow your
generate leads from outbound marketing starts outbound niche. But in order to become an
prospecting, but either didn’t want prospecting, or starts marketing a easily-understandable “need” to
to do it themselves or struggled new product, they struggle. your market, you have to.
hiring & training prospectors.
51&
Messages:+To&Create&Compelling&
Content,&Know&Your&Buying&Stages&
A beautifully simple way to think about what types of content buyers need
When you’re creating content for For example, Marketo created #3) Late Stage “Which?” - Your
marketing, make it useful to your content that taught people how to prospects are getting ready to buy,
ideal customers as they progress become better marketers. deciding “which path do we take?”
through their buying stages.
#2) Middle Stage “How?” - Your Now your content should be heavily
For example, we spoke to Jon audience wants to learn more about you, why you’re better,
Miller (CMO Marketo) who uses about how to implement what you different, how you can ensure
three simple buying stages: Early, do in their business. Your content results…including why you are
Middle and Late. Using them should help educate them on their better than the uber-competitor “do
simplifies sorting out which content options and how to deliver nothing.”
you need where, and to spot gaps. promised results. It should help
people thinking about a purchase to Where Marketers Go Wrong
#1) Early Stage: “Why?” - These make better decisions.
customers are actively learning, By creating too much “me me me”
but not buying (yet). Why should Marketo created content such as content for these Middle Stage
they care about your category? “structured evaluations,” to help buyers, and little or no content for
Why change? Your content should marketers learn more about a the Early Stage ones.
be entertaining and useful whether category and the space, multiple
people buy your stuff or not — “Definitive Guides” (such as the
don’t make it about you, your Definitive Guide To Marketing
product or features. Automation), and analyst reports.
52&
Messages:+How&Neil&Patel,&&
Boy&MarkeCng&Genius,&Creates&Content&
More than ever, people want step-by-step, detailed guidance
Neil Patel’s the youngin’ behind the #3) Add More Details To Create
QuickSprout internet marketing More Desirable Content
blog, and founder of KissMetrics, a
marketing analytics company. The more helpful your content is,
Here are his content tips… the better. Blog posts that lay out
step by step instructions of how to
#1) Write Content For Your do things like implement
Readers, Not For You Salesforce.com, break down
inbound marketing steps, create
Try to create content that solves sales scripts, do growth hacking,
their biggest problems. Don’t write etc. do really well.
to make your boss happy, write to #4) You Don’t Need To Blog
make your audience happy. This may be why you’ve seen a
Every Day Or Every Week
growth in things like “The Ultimate
#2) Use Tools To Find Interests Guide To ____” and “The Definitive
Make a plan and stick with it,
Guide To ____” – they work.
whether that’s posting daily, weekly
Tools like Qualaroo surveys and or bimonthly. Start with less
drip email campaigns can help you Speaking of which, to see an
commitment and then increase as
get smarter about tuning into what example check out Neil’s
you go if it makes sense.
your audience cares about. Definitive Guide To Growth Hacking
53&
Messages:+How&The&Founder&&&&
CMO&of&Marketo&Creates&Content&
“A lot of people think it must be easy for me because I create so much
content, but it’s not.”
Jon’s Creation Process What helped Jon’s Writing After
Marketo Had Money To Spend
“Slow and methodically” – he says
- “my words don’t flow out quickly. I “It didn’t really get easier for me; we
spend a lot of time reading and just got more budget for me to work
researching. I’ll copy and paste with a writer. I take my detailed notes
points I like into a big document and send it to a writer I trust to turn it
with my notes. As I get my own into a draft and then edit into my
ideas, I put them in there. voice, which is how I wrote most of
my Definitive Guides for Marketo. I
It takes me time to think and found that works much better for me
organize my material into an than just doing a call with a writer.”
Jon Miller is the Chief Marketing
outline. The process is a slow slog,
Officer and cofounder of the
like pushing through molasses Don’t Fight Your Weaknesses
marketing automation tool
My content is more of a synthesis
Marketo. Started in 2006, Marketo
than original content or thought It’s easy to avoid writing & creating
went public in 2013 at a billion
leadership. Distilling ideas to be content. Pay attention to your
dollar valuation. He started
digestible is still very valuable weakness, to find ways to work
blogging for Marketo before they
content.” around them rather than fighting
began coding.
them.
54&
Messages:+Make&It&Personal&(1/2)'
Messages:+Make&It&Personal&(2/2)'
The&personal&email:&
56&
Methods:&Puqng&It&Together&(&How&
SalesLor&Grew&Leads&5x&In&A&Year+(1/3)&
The power of partner / influencer marketing
SalesLoft was founded in fall 2011. Lesson #1: Influencer Marketing
They’re a company who isn’t falling
victim to the common inbound SalesLoft promoted the messages
marketing mistakes. of related thought leaders, through:
- A Sales Leader Video Series (both
In their first full year, 2012, they Aaron & Jason interviewed for it) Lessons #3: Live Events Matter
had 2,400 leads. The following - Infographics
year, 2013, SalesLoft grew - Book Reviews Nothing beats ‘in-person’!
inbound leads 5x, ending up with: - Webinars SalesLoft invented the B2BCamp
conference and Ultimate Sales
12,000+ inbound leads SalesLoft gained credibility and Conference to build community
191 sales opportunities sometimes experts promoted the (1300+ total attendees).
110 customers content. Plus, SalesLoft builds
$400k+ in recurring revenue relationships (how do you think
they ended up here?) Tip: Community events build
And in 2014… recognition, loyalty, and helped
Lesson #2: Simple Lead Signups solidify SalesLoft as a thought
That was 2013. In the first six leader. Frequently, the outbound
months of 2014, from inbound SalesLoft made the free product team gets VP responses like: “Oh,
leads SalesLoft is already at a $2 SUPER simple to sign up for. (More I've heard of you, you put on that
million run rate. details in on page 65). event in December...”
57&
Methods:&Puqng&It&Together&(&How&
SalesLor&Grew&Leads&5x&In&A&Year+(2/3)&
Lesson #4: Maintain a Drumbeat Lesson #5: Use outbound
of 3-4 Weekly Blog Posts – techniques with inbound leads
If your business is struggling to Sean says, “by far, one of the most EXAMPLE: SalesLoft On Smart
find growth through typical neglected opportunities is creating Signups
marketing channels like paid a must-have experience with your
Google ads, email marketing, product from the start.“ “We made our free product SUPER
simple to sign up for. And, when
affiliate programs and SEO, someone signs up we use oAuth (a
perhaps it’s time to take a new tack This must-have experience is what tool that pings social networks like
with your marketing efforts. takes a product from being a “nice LinkedIn) to auto-populate their
to have,” to “one that your First & Last Names, so we only ask
them to fill out two fields: 1)
As the market gets more crowded customers absolutely can’t live ‘Corporate Email Address’ (no
& prospects’ attention spans without.” gmail/yahoo/etc allowed), & 2)
shrink, companies are getting ‘What CRM they Use.’
creative in making it easier for When products hit this point,
prospects to become quickly suddenly, users “get” the value Then, through oAuth we can also
acquainted with and in love with proposition; they’re excited to refer grab their Company, Title, Industry,
social media URLs, geographic
your product – to get to “Wow!” their friends, and happy to pay to location, # of LinkedIn connections,
faster. keep using it. etc (all behind the scenes without
them having to do anything).
The term for this in Silicon Valley is Only after you’ve identified a group
“Growth Hacking,” coined by Sean of people who passionately care This allows us to run sophisticated,
Ellis, CEO of Qualaroo and about your product can you really automated, lead grading/scoring
too because we have a lot of data
founder of the neat site start to scale your growth. about signups.”
GrowthHackers.com.
62&
Methods:&Growth&Hacking&Principles&
with+Sean+Ellis+of+GrowthHackers.com+(2/3)&
#1) Triple Down on What’s Example: While at Dropbox we Going after a broad market is great
Working—This may sound too abandoned Google AdWords for raising money, but terrible for
obvious, but do you have a because it cost us $300 each to getting customers to sign on the line
marketing activity that works well or acquire customers who only spent that is dotted.
better than the others? (You may $99. The faster we grew, the more
not have any idea!) Start by money we lost. Example: “Circle of Friends” was
analyzing what works and how you growing like a weed with viral
can improve your best program. So we shut off AdWords and built a Facebook invites, but saw a problem
customer referral program that gave as usage started to wane. They
#2) Stop Doing What’s Not existing users extra space (which discovered moms were their power
Working—Marketers spread cost us nothing) for inviting their users, with more frequent logins,
themselves too thin. You probably friends. This hack helped Dropbox to writing longer and more engaging
are spending too much money on grow to 4,000,000 users without messages, and referring more
stuff that’s just not working. Don’t be spending any money on ads. friends.
afraid to just cut them to zero, if they
aren’t your top few programs. #3) Identify the Customers that They pivoted & refocused the entire
Love Your Product—Who are the company to become “Circle of
Have Facebook ads or Google top 1-10% of your customers that Moms,” which doubled their 2 million
AdWords that aren’t generating a can’t live without what you sell? Get
monthly active users to 4.5 million,
positive ROI? Turn them off. specific! Then invest heavily in and led to an acquisition by
Reinvest your time and money back going after just that particular mini- PopSugar.
into your best program. slice of customers.
63&
Methods:&Growth&Hacking&Principles&
with+Sean+Ellis+of+GrowthHackers.com+(3/3)&
#4) Slow Down Now To Speed Up So we added a link to a paid product Example: AirBnB took a creative
Later — Growth hacking means on the landing page and instantly approach with Craigslist. AirBnB
coming up with hypotheses about saw a 3x improvement in tapped into Craigslist’s massive
what you think will improve your conversions, and continuing to tweak volume of traffic by developing a
business and then testing them in the design, ended up improving that clever bit of code that allowed
reality. You must think & work like channel by 10 times. AirBnB users to cross-post to
a scientist. Craigslist.
Fast-moving entrepreneurs often
It will slow you down to set up tests, forget to just ask customers what This increased visibility for AirBnB
run, measure & analyze them – but they want.” listings with people looking for
it’s worth it because you will get the vacation rentals, and resulted in
insights you need to repeat results & #5) Get Creative — Yeah, Google both more bookings for current
scale. Adwords worked like a charm for AirBnB users, as well as tons of
your cousin Benny and drinking new AirBnB users. Many credit this
Example: Sean tells this story: “At a buddy Tom, but that doesn’t mean as the main hack that helped turn
former company, we found that the they will for you. Your customers AirBnB into a company valued at
visitors from a particular channel aren’t only found through Google more than $1 billion.
were signing up, but weren’t using Adwords, email or the AppExchange.
the product. We ran a survey on the
page to find out why. The answer They’re all over the place; reading For More:
floored us. The visitors didn’t blogs and forums, using services like Sean Ellis’ GrowthHackers.com,
believe our claims that the product eBay, Craigslist, and Facebook. plus he has an upcoming book:
was actually free. Unlocking Growth
64&
Methods:&How&Cirrus&Insight&&
Tripled&Their&Demos&Per&Day&
Cirrus Insight made demos much more efficient for Account Executives
Cirrus Insight’s a useful app that Cirrus sends a pre-defined series of The AE approves the meeting &
integrates Salesforce.com and ‘drip’ emails to the prospects; drops GoToMeeting details in.
Gmail in a very neat way. particularly personal emails from Usually, the first time they speak to
the salesperson that include the customer is during the demo.
They creatively changed their free invitations and links to schedule a
trial system & saw: demo on their calendar using This allows AEs to keep their daily
- Demos grow from 2-3 to 8-10 a ScheduleOnce. schedules booked with demos with
day little effort on their part.
- Conversions of people who start Based on past data, they know if a
a trial then buy grow from 50% to user attends a demo, it’s very likely Note:
65% (even after a price increase) that user will convert.
- Churn dropped from 12% Normally we tell companies “don’t
annually to less than 9% If a user clicks on the link inviting send leads straight to salespeople!”
them to schedule a demo, they are But this is a great example of an
What They Did taken to a page with the AE's exception, because the leads
calendar embedded in it, and lets Cirrus Insight auto-magically
As users start a free trial, Cirrus them pick an available time that passes to AEs are pre-qualified
Insight uses Pardot (a marketing works. (they have started a trial), and have
tool) and Salesforce to auto-assign a very high historical close rate.
them an Account Executive (AE)
based on company size.
65&
2015&
Watch for it! This ebook is being expanded & published in 2015…
Stay&Tuned&For&Part&3:&“Spears”&
Thanks for reading Part 2. Watch for Part 3, about “Spears” lead
generation (outbound prospecting & Outbound Sales Automation).
This ebook series shares highlights from the forthcoming full book to be
published, which will include even more case studies, more details, more
apps, and more ideas.