Maximizing Your API Revenues: Growth Hacks, Shortcuts And Best Practices - See more at: http://www.apiconuk.com/apiconukschedule#sthash.We5oF65L.dpuf
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Noam Schwartz, Business Development, SimilarWeb In less than a year since inception, SimilarWeb's API generated hundreds of thousands of dollars in sales. This happened without heavy investment on marketing, sales people, BI infrastructure or dedicated R&D. In order to achieve those numbers while still focusing on their main product, the company used dozens of growth hacking techniques inspired by their team members' extensive experience in both B2C and B2B products. Noam Schwartz, head of SimilarWeb Labs, will demonstrate some of the hacks the company used in order to create an entire sales engineering team without hiring a single person, how to get your first 100 clients without investing any money on marketing and how a Google Spreadsheet generated over $100,000K in sales.
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Maximizing Your API Revenues: Growth Hacks, Shortcuts And Best Practices - See more at: http://www.apiconuk.com/apiconukschedule#sthash.We5oF65L.dpuf
- 1. Maximizing Your API Revenues Hacks, Shortcuts and best practices. Noam Schwartz noams@similarweb.com @NoamSCH
- 2. SimilarWeb Measure, analyze and rank every website on the internet and deliver these insights to our customers
- 3. Our Technology Crawler (2B page/mo.) Clickstream – Web & Mobile (Tens of Millions monthly users) Website Data Analysis Tagging Categorization Traffic Ranking Technologies September 30, 2014 Business Proprietary & Confidential 3
- 9. How it all began (for me)
- 10. SimilarWeb <dev> September 30, 2014 Business Proprietary & Confidential 10
- 11. SimilarWeb API Usage by Clients 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 12. Revenue / Marketing Spend 250% 200% 150% 100% 50% 0% Income vs. Marketing Spend January Febuary March April May June July Revenue Growth Marketing Spend
- 13. PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS
- 14. Our Plan 2. Discovery 4. Validation 1. Setup 3. Op+miza+on 5. Scale 1 product 1 web developer 1 backend developer 1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M. Dedicated Team 2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team
- 15. Reality
- 16. SimilarWeb API Usage 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 17. SimilarWeb API Usage 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 18. Lesson #1 Know How To Count
- 19. Units Usage / Units Sold 0.75-1 Cost Per Lead <$100 Time to purchase <30D Leads Conversion >10% For some more ideas (http://slidesha.re/1af301I)
- 20. What’s going on? Marketo Lead Sources Breakdown 1.8% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Newsletters 2.5% Display 5.4% Paid Search 6.5% Rest 7% Media Buy 8% Referral 13.5% Organic Search 28.4% Direct 29.9% 0% Email Traffic Sources Breakdown 0.5% Social 1% 100% Paid Search 4% Direct 5% 90% 80% 70% 60% 50% 40% 30% 20% 10% Organic Search 7% Display 27% Referral 14% Other 41% 0%
- 21. Find Anomalies Traffic Leads September 30, 2014 Business Proprietary & Confidential 21
- 22. Love your Competitors 2 3 1 4 September 30, 2014 Business Proprietary & Confidential 22
- 23. Communities Github, Stackoverflow, RubyGems, ProgrammableWeb, Mashape September 30, 2014 Business Proprietary & Confidential 23
- 24. Take Action Engage Partner Takeover Buy Give September 30, 2014 Business Proprietary & Confidential 24
- 25. SimilarWeb API Usage 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 26. Lesson #2 Do Things That Don’t Scale
- 27. Sales and Support Flow Paid Organic Trial Misc Developer X% Portal Purchase Y% Z%Upsell Marketo – Periodic Reminder Emails Lead Nurturing– Dedicated AM Customer Support Tier 1 Chat Desk Customer Support Tier 2 - Data Related Questions Customer Support Tier 3 - IT related Questions Automatic Manual
- 28. Customer Support Clients Engagement with API Team 30% 13% 57% No Touch 1st Tier 2nd + 3nd 312 Personal (non-canned) Emails 274 Welcome Emails 21 Other Interactions 55 Sales and Support Phone Calls
- 29. “Wax on, Wax off” September 30, 2014 Business Proprietary & Confidential 29
- 30. Partner September 30, 2014 Business Proprietary & Confidential 30
- 31. SimilarWeb API Usage 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 32. Lesson #3 Get Help
- 34. D&B September 30, 2014 Business Proprietary & Confidential 34
- 35. Azure Data Marketplace September 30, 2014 Business Proprietary & Confidential 35
- 37. Google Docs
- 38. Product a Week Policy September 30, 2014 Business Proprietary & Confidential 38
- 39. SimilarWeb API Usage 2014 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - January Febuary March April May June July August API Calls
- 40. Lesson #1 Trust the Numbers
- 41. Lesson #2 Do Things That Don’t Scale
- 42. Lesson #3 Get Help
- 44. Thank You! Noam Schwartz noams@similarweb.com @NoamSCH September 30, 2014 Business Proprietary & Confidential 44