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The Art & Science of
Content Promotion
Kieran Flanagan
Marketing Director (EMEA), HubSpot
#INBOUND14
Growth TL;DR
Follow @Searchbrat on Twitter
The best growth articles, hand
selected by experts with added
comments.
>> HTTP://BIT.LY/LEARNGROWTH <<
#INBOUND14
Growth is …. hard
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#INBOUND14
You’re in a constant battle
against the challenges of scale.
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#INBOUND14
Channel Saturation
#INBOUND14Follow @Searchbrat on Twitter
This is one of the first
online display ads, it's from
Hotwired's magazine in
1994.
#INBOUND14
It had a CTR of 44%
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
Consider that CTR versus the
average of a Facebook Ad
44%
Hotwired ’94
1.8%
Facebook ‘14
#INBOUND14
Saturation of channels
make them less impactful
and more expensive for
growth.
Follow @Searchbrat on Twitter
#INBOUND14
Channel Growth
#INBOUND14
The online habits of users are constantly changing
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
#INBOUND14
The stagnation or decline
of certain channels
impacts your ability to
extract value from them.
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU
Channel Risk
#INBOUND14Follow @Searchbrat on Twitter
There is an inherent risk in being dependent
on a 3rd party platform
#INBOUND14Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU
Channel Ceiling
#INBOUND14Follow @Searchbrat on Twitter
#INBOUND14
Understand how
scalable your ‘channels’
are before committing to
them.
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#INBOUND14
So Growth is hard!
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
But not impossible …
#INBOUND14
There are a growing
number of SaaS businesses
who’re moving towards a
product driven growth
model.
Follow @Searchbrat on Twitter
#INBOUND14
At HubSpot, we
provide free products
for both marketers
and sales people.
Follow @Searchbrat on Twitter
#INBOUND14
Over the past 12 months that
business has grown rapidly
achieving some major
milestones.
Follow @Searchbrat on Twitter
#INBOUND14
The following are 3 components
I feel are key to making a
product driven growth model
work.
Follow @Searchbrat on Twitter
#INBOUND14
How can my product leverage existing
platforms for growth?
How can I add virality to my product?
How can I quickly introduce the user to the
value of my product?
Product Driven Growth
Follow @Searchbrat on Twitter
#INBOUND14
How can my product leverage
existing platforms for growth?
#1
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
A lot of Pinterest’s early growth came from their integration
with Facebook.
#INBOUND14Follow @Searchbrat on Twitter
After Facebook updated their algorithm the Pinterest growth
team doubled down on Google as their growth platform.
#INBOUND14Follow @Searchbrat on Twitter
Organizing boards around keywords that people were
searching for.
#INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU
Organizing boards around keywords that people were
searching for.
#INBOUND14Follow @Searchbrat on Twitter
Topic clustering is a really effective way to improve
your organic traffic.
#INBOUND14Follow @Searchbrat on Twitter
RapGenius dominated SEO by providing unique features that
made their content 10X what competitors had.
#INBOUND14Follow @Searchbrat on Twitter
AirBnB provided a plugin that allowed their listings to be
automatically posted on Craigslist.
#INBOUND14Follow @Searchbrat on Twitter
We’ve recently built into Slacks platform with a GrowthBot to
help both marketers and sales grow their business.
#INBOUND14
Figure out what channels
potential users of your
product spend their time on.
Use both quantitative and qualitative feedback.
Follow @Searchbrat on Twitter
#INBOUND14
Channels Scale Predictabilit
y
Ease
Google SEO Medium High Low
Google
Adwords
Medium High Medium
Facebook
Ads
High Medium Medium
Referral Medium Low Medium
Virality High Low Low
Stack rank them in order of scale, the
predictability of results and ease to
implement.
Follow @Searchbrat on Twitter
#INBOUND14
How can I add virality to my
product?
#2
Follow @Searchbrat on Twitter
#INBOUND14
Viral loops are one of the best
ways to increase awareness of
your product and grow acquisition
of new users.
@Searchbra
tFollow @Searchbrat on Twitter
#INBOUND14
Viral loops and product virality are not the same
things.
Follow @Searchbrat on Twitter
Product Virality
Product spreads from one user
to another through customer to
customer contact.
Low CAC acquisition channel.
Does not include Word of
Mouth, PR or Incentivized
referrals.
Viral Loops
Product spreads from one user
to another through a number of
different loops.
The objective is to find
methods of converting your
existing user base into
promoters of your product.
Does include WOM and
Incentivization.
#INBOUND14
What kind of viral loops can I add to my product?
Follow @Searchbrat on Twitter
Word of Mouth Product Virality
(Distribution)
Product Virality
(Push)
Incentivized
Referrals
Customers
recommends the
product to other
customers or distribute
via communication
channels e.g. social
media
The product spreads
through customer to
customer contact. One
customer using the
product exposing it to
others.
The product spreads
through organic usage.
Customers require
other users in their
network to use the
product.
The product spreads
through incentivized
referrals. Customers
are rewarded in some
way for referring
others.
** Read: http://bit.ly/productvirality
#INBOUND14
Word of mouth is typically measured by NPS.
Follow @Searchbrat on Twitter
[Add HubSpot Chart Here.]
Word of Mouth
#INBOUND14
Loop of a 1 billion dollar SaaS business
Follow @Searchbrat on Twitter
User signs up to
Zoom and hosts a
meeting
Sends Zoom
meeting link to a
number of non Zoom
users
% of users accept
Zoom meeting and
click on branded link
% of those users
sign up for Zoom
account
PV (Distribution)
#INBOUND14Follow @Searchbrat on Twitter
User signs up to
Zoom and hosts a
meeting
Sends Zoom
meeting link to a
number of non Zoom
users
% of users accept
Zoom meeting and
click on branded link
% of those users
sign up for Zoom
account
PV (Distribution)
You need to know:
To track the performance
of this loop you need to
know.
1. How many users will
host meetings?
2. Average number of
attendees?
3. What channel is invite
sent?
4. % of users who click
on invite
5. % of users who sign
up
Loop of a 1 billion dollar SaaS business
#INBOUND14
We’ve started to push on these loops in our own
products.
Follow @Searchbrat on Twitter
PV (Distribution)
#INBOUND14
We’ve started to push on these loops in our own
products.
Follow @Searchbrat on Twitter
PV (Distribution)
#INBOUND14
We’ve started to push on these loops in our own
products.
Follow @Searchbrat on Twitter
PV (Distribution)
#INBOUND14
We’ve started to push on these loops in our own
products.
Follow @Searchbrat on Twitter
PV (Distribution)
You need to know:
To make this kind of loop
work, you need a lot of
sign ups and a great
product experience e.g.
loop for Zoom wouldn’t
work if the technology
sucked.
#INBOUND14
Users in Slack need to invite their network to make
the tool valuable.
Follow @Searchbrat on Twitter
PV (Push)
#INBOUND14
Users of our CRM also need to invite their team onto
the product to get value from it.
Follow @Searchbrat on Twitter
PV (Push)
You need to know:
We need to measure
1. The user wants to invite
their team to start using
CRM.
2. User invites a bunch of
recipients to the CRM.
3. Email is used to send
out the invites
4. % of those users click
on the link in invite to
signup.
5. % of them become new
users of the CRM.
#INBOUND14Follow @Searchbrat on Twitter
Incentivized Referrals
Loom incentivize users to refer two friends in order to
gain access to limited features.
You need to know:
Incentivizing users with
access to limited features
works best if they’re paying
the bill.
#INBOUND14Follow @Searchbrat on Twitter
Incentivized Referrals
PayPal spent up to $70 million on their incentivized
referral loop. It drove 5% to 7% of their daily growth.
#INBOUND14Follow @Searchbrat on Twitter
You can also incentive people to refer your product
before it’s ever launched.
You need to know:
Why it works:
1. Exclusivity: Feeling
part of a group, being
‘in the know’.
2. Anticipation: Provided
you with real time
update on position in
the list.
3. Referral: Provided you
with option to jump the
queue if you refer
others.
Incentivized Referrals
#INBOUND14Follow @Searchbrat on Twitter
Incentivized Referrals
You can also incentive people to refer your product
before it’s ever launched.
#INBOUND14
How can I quickly introduce
the user to the value of my
product?
#3
Follow @Searchbrat on Twitter
#INBOUND14Follow @Searchbrat on Twitter
Product onboarding should
introduce users to the value of
your product in as short
amount of time as possible.
#INBOUND14Follow @Searchbrat on Twitter
User connects with 10 friends within 7 days
– Chamath Palihapitiya Former Growth Lead
One file in one Dropbox folder on one device
– ChenLi Wang Growth Team
2000 messages sent between a team
– Stewart Butterfield, Co-Founder
X users followed, Y% followed back
– Josh Elman, Former Growth Lead
It helps the user find your products AHA! moment
#INBOUND14Follow @Searchbrat on Twitter
We use R analysis to find predicators of an active
team within our free CRM.
Read: http://tomtunguz.com/performance-marketing-for-startups/
#INBOUND14Follow @Searchbrat on Twitter
We know weekly active
teams retain a lot better
and continue to use our
product for longer.
#INBOUND14Follow @Searchbrat on Twitter
They’re upgrade rate is also 800%
higher than a non weekly active
team!
#INBOUND14Follow @Searchbrat on Twitter
Your product can do a better job of selling itself than a
typical sales person.
#INBOUND14Follow @Searchbrat on Twitter
Getting the upgrade points right is critical
#INBOUND14Follow @Searchbrat on Twitter
Getting the upgrade points right is critical
#INBOUND14
It’s a lot easier to develop your
product with growth in mind rather
than it being an afterthought.
#DTS
@Searchbra
tFollow @Searchbrat on Twitter
#INBOUND14

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How to Create Product Driven Growth

  • 1. The Art & Science of Content Promotion Kieran Flanagan Marketing Director (EMEA), HubSpot
  • 2. #INBOUND14 Growth TL;DR Follow @Searchbrat on Twitter The best growth articles, hand selected by experts with added comments. >> HTTP://BIT.LY/LEARNGROWTH <<
  • 3. #INBOUND14 Growth is …. hard Follow @Searchbrat on Twitter
  • 4. #INBOUND14 You’re in a constant battle against the challenges of scale. Follow @Searchbrat on Twitter
  • 6. #INBOUND14Follow @Searchbrat on Twitter This is one of the first online display ads, it's from Hotwired's magazine in 1994.
  • 7. #INBOUND14 It had a CTR of 44% Follow @Searchbrat on Twitter
  • 8. #INBOUND14Follow @Searchbrat on Twitter Consider that CTR versus the average of a Facebook Ad 44% Hotwired ’94 1.8% Facebook ‘14
  • 9. #INBOUND14 Saturation of channels make them less impactful and more expensive for growth. Follow @Searchbrat on Twitter
  • 11. #INBOUND14 The online habits of users are constantly changing Follow @Searchbrat on Twitter
  • 13. #INBOUND14 The stagnation or decline of certain channels impacts your ability to extract value from them. Follow @Searchbrat on Twitter
  • 14. #INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU Channel Risk
  • 15. #INBOUND14Follow @Searchbrat on Twitter There is an inherent risk in being dependent on a 3rd party platform
  • 18. #INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU Channel Ceiling
  • 20. #INBOUND14 Understand how scalable your ‘channels’ are before committing to them. Follow @Searchbrat on Twitter
  • 21. #INBOUND14 So Growth is hard! Follow @Searchbrat on Twitter
  • 22. #INBOUND14Follow @Searchbrat on Twitter But not impossible …
  • 23. #INBOUND14 There are a growing number of SaaS businesses who’re moving towards a product driven growth model. Follow @Searchbrat on Twitter
  • 24. #INBOUND14 At HubSpot, we provide free products for both marketers and sales people. Follow @Searchbrat on Twitter
  • 25. #INBOUND14 Over the past 12 months that business has grown rapidly achieving some major milestones. Follow @Searchbrat on Twitter
  • 26. #INBOUND14 The following are 3 components I feel are key to making a product driven growth model work. Follow @Searchbrat on Twitter
  • 27. #INBOUND14 How can my product leverage existing platforms for growth? How can I add virality to my product? How can I quickly introduce the user to the value of my product? Product Driven Growth Follow @Searchbrat on Twitter
  • 28. #INBOUND14 How can my product leverage existing platforms for growth? #1 Follow @Searchbrat on Twitter
  • 29. #INBOUND14Follow @Searchbrat on Twitter A lot of Pinterest’s early growth came from their integration with Facebook.
  • 30. #INBOUND14Follow @Searchbrat on Twitter After Facebook updated their algorithm the Pinterest growth team doubled down on Google as their growth platform.
  • 31. #INBOUND14Follow @Searchbrat on Twitter Organizing boards around keywords that people were searching for.
  • 32. #INBOUND14Follow @Searchbrat on Twitter Download >> http://slidesha.re/1xEUeqU Organizing boards around keywords that people were searching for.
  • 33. #INBOUND14Follow @Searchbrat on Twitter Topic clustering is a really effective way to improve your organic traffic.
  • 34. #INBOUND14Follow @Searchbrat on Twitter RapGenius dominated SEO by providing unique features that made their content 10X what competitors had.
  • 35. #INBOUND14Follow @Searchbrat on Twitter AirBnB provided a plugin that allowed their listings to be automatically posted on Craigslist.
  • 36. #INBOUND14Follow @Searchbrat on Twitter We’ve recently built into Slacks platform with a GrowthBot to help both marketers and sales grow their business.
  • 37. #INBOUND14 Figure out what channels potential users of your product spend their time on. Use both quantitative and qualitative feedback. Follow @Searchbrat on Twitter
  • 38. #INBOUND14 Channels Scale Predictabilit y Ease Google SEO Medium High Low Google Adwords Medium High Medium Facebook Ads High Medium Medium Referral Medium Low Medium Virality High Low Low Stack rank them in order of scale, the predictability of results and ease to implement. Follow @Searchbrat on Twitter
  • 39. #INBOUND14 How can I add virality to my product? #2 Follow @Searchbrat on Twitter
  • 40. #INBOUND14 Viral loops are one of the best ways to increase awareness of your product and grow acquisition of new users. @Searchbra tFollow @Searchbrat on Twitter
  • 41. #INBOUND14 Viral loops and product virality are not the same things. Follow @Searchbrat on Twitter Product Virality Product spreads from one user to another through customer to customer contact. Low CAC acquisition channel. Does not include Word of Mouth, PR or Incentivized referrals. Viral Loops Product spreads from one user to another through a number of different loops. The objective is to find methods of converting your existing user base into promoters of your product. Does include WOM and Incentivization.
  • 42. #INBOUND14 What kind of viral loops can I add to my product? Follow @Searchbrat on Twitter Word of Mouth Product Virality (Distribution) Product Virality (Push) Incentivized Referrals Customers recommends the product to other customers or distribute via communication channels e.g. social media The product spreads through customer to customer contact. One customer using the product exposing it to others. The product spreads through organic usage. Customers require other users in their network to use the product. The product spreads through incentivized referrals. Customers are rewarded in some way for referring others. ** Read: http://bit.ly/productvirality
  • 43. #INBOUND14 Word of mouth is typically measured by NPS. Follow @Searchbrat on Twitter [Add HubSpot Chart Here.] Word of Mouth
  • 44. #INBOUND14 Loop of a 1 billion dollar SaaS business Follow @Searchbrat on Twitter User signs up to Zoom and hosts a meeting Sends Zoom meeting link to a number of non Zoom users % of users accept Zoom meeting and click on branded link % of those users sign up for Zoom account PV (Distribution)
  • 45. #INBOUND14Follow @Searchbrat on Twitter User signs up to Zoom and hosts a meeting Sends Zoom meeting link to a number of non Zoom users % of users accept Zoom meeting and click on branded link % of those users sign up for Zoom account PV (Distribution) You need to know: To track the performance of this loop you need to know. 1. How many users will host meetings? 2. Average number of attendees? 3. What channel is invite sent? 4. % of users who click on invite 5. % of users who sign up Loop of a 1 billion dollar SaaS business
  • 46. #INBOUND14 We’ve started to push on these loops in our own products. Follow @Searchbrat on Twitter PV (Distribution)
  • 47. #INBOUND14 We’ve started to push on these loops in our own products. Follow @Searchbrat on Twitter PV (Distribution)
  • 48. #INBOUND14 We’ve started to push on these loops in our own products. Follow @Searchbrat on Twitter PV (Distribution)
  • 49. #INBOUND14 We’ve started to push on these loops in our own products. Follow @Searchbrat on Twitter PV (Distribution) You need to know: To make this kind of loop work, you need a lot of sign ups and a great product experience e.g. loop for Zoom wouldn’t work if the technology sucked.
  • 50. #INBOUND14 Users in Slack need to invite their network to make the tool valuable. Follow @Searchbrat on Twitter PV (Push)
  • 51. #INBOUND14 Users of our CRM also need to invite their team onto the product to get value from it. Follow @Searchbrat on Twitter PV (Push) You need to know: We need to measure 1. The user wants to invite their team to start using CRM. 2. User invites a bunch of recipients to the CRM. 3. Email is used to send out the invites 4. % of those users click on the link in invite to signup. 5. % of them become new users of the CRM.
  • 52. #INBOUND14Follow @Searchbrat on Twitter Incentivized Referrals Loom incentivize users to refer two friends in order to gain access to limited features. You need to know: Incentivizing users with access to limited features works best if they’re paying the bill.
  • 53. #INBOUND14Follow @Searchbrat on Twitter Incentivized Referrals PayPal spent up to $70 million on their incentivized referral loop. It drove 5% to 7% of their daily growth.
  • 54. #INBOUND14Follow @Searchbrat on Twitter You can also incentive people to refer your product before it’s ever launched. You need to know: Why it works: 1. Exclusivity: Feeling part of a group, being ‘in the know’. 2. Anticipation: Provided you with real time update on position in the list. 3. Referral: Provided you with option to jump the queue if you refer others. Incentivized Referrals
  • 55. #INBOUND14Follow @Searchbrat on Twitter Incentivized Referrals You can also incentive people to refer your product before it’s ever launched.
  • 56. #INBOUND14 How can I quickly introduce the user to the value of my product? #3 Follow @Searchbrat on Twitter
  • 57. #INBOUND14Follow @Searchbrat on Twitter Product onboarding should introduce users to the value of your product in as short amount of time as possible.
  • 58. #INBOUND14Follow @Searchbrat on Twitter User connects with 10 friends within 7 days – Chamath Palihapitiya Former Growth Lead One file in one Dropbox folder on one device – ChenLi Wang Growth Team 2000 messages sent between a team – Stewart Butterfield, Co-Founder X users followed, Y% followed back – Josh Elman, Former Growth Lead It helps the user find your products AHA! moment
  • 59. #INBOUND14Follow @Searchbrat on Twitter We use R analysis to find predicators of an active team within our free CRM. Read: http://tomtunguz.com/performance-marketing-for-startups/
  • 60. #INBOUND14Follow @Searchbrat on Twitter We know weekly active teams retain a lot better and continue to use our product for longer.
  • 61. #INBOUND14Follow @Searchbrat on Twitter They’re upgrade rate is also 800% higher than a non weekly active team!
  • 62. #INBOUND14Follow @Searchbrat on Twitter Your product can do a better job of selling itself than a typical sales person.
  • 63. #INBOUND14Follow @Searchbrat on Twitter Getting the upgrade points right is critical
  • 64. #INBOUND14Follow @Searchbrat on Twitter Getting the upgrade points right is critical
  • 65. #INBOUND14 It’s a lot easier to develop your product with growth in mind rather than it being an afterthought. #DTS @Searchbra tFollow @Searchbrat on Twitter