Marketing & Growth Resources — Week 34 2017

[Article] How Slack Generates 100,000,000 Website Visitors Per Month

“They have 1.25+ million paid users. Their trial to paid conversion rate is sitting at 30%.

There’s just no better way to put this: Slack is absolutely kickin’ ass in the SaaS world.

But they don’t need me to tell the world how well they’re doing. Just look at their stats: They are the fastest growing SaaS company. Of all time. They have gone from being valued at $0 to $4 BILLION. In just 4 years. They are adding $1 million in new contracts. Every. 11. Days.They have 77% of the Fortune 100 using their software. They have 4 million active daily users.”

– Chris Von Wilpert, Content Marketer at Sumo

Reading time: 34 minutes

Marketing Resources

[Video] Advanced Keyword Research Tutorial (5-Step Blueprint)

“In this video I’ll reveal my 5-step process for finding awesome keywords that your competition doesn’t know about.

Here’s a breakdown of what you’ll learn:

First, I’ll go over the first step to having any sort of success with keyword research. You see, most people fire up a random tool and pick a keyword out of thin air. But there’s a better (and smarter) way.

Next, I’ll get into the ninja strategies that I use to find topics and keywords. Many of these are a bit outside the box, but they work.

Then, you’ll learn how to pick a keyword from a list of options. If you’ve ever wondered: “OK so I have a bunch of keywords…how do I pick the best one?”, you’ll really enjoy this section of the video. Here’s where I’ll show you which factors matter when deciding between different terms to optimize your site around.

And finally, I’ll cap things off with a sweet little bonus tip (and a mini case study).

Of course, like any of my videos, I also sprinkle in LOTS of examples, pro tips and case studies. I’ll also show you how I use the Google Keyword Planner (and a few other tools that I recommend).

In short, if you want to learn how to do keyword research, I recommend checking out today’s video.”

– Brian Dean, Founder at Backlinko

Viewing time: 11 minutes

[Article] Building Marketing Capability At Your B2B SaaS Startup

“There is no *typical team* so it’s not simply a case of replicating other similar companies, but rather a case of configuring a team based on the size of the addressable market, internal resources, the marketing strategy being implemented, and the ambitions for the future.”

– Alan Gleeson, Consultant

Reading time: 4 minutes

[Article] How to Build and Set Better Marketing Budgets

“Asking someone to do more with less (without a good reason) is a recipe for failure. It’s all about the framing. There’s a big difference between “let’s see if this is possible” and “you have to do this”.

So be careful with the goals and budgets you set. Understand what you’re asking. Be reverent towards your team, don’t insult them with arbitrary goals, and make sure you’re doing everything in your power to motivate them.”

– Michael Taylor, Founder at Ladder

Reading time: 9 minutes

Growth Resources

[Podcast] Greylock’s Casey Winters on how to create long-term growth

“Long-term, meaningful growth is about much more than signups or downloads. It means making your users successful, and driving them back to your product again and again.

Casey Winters, growth advisor in residence at Greylock Partners, has made a career of doing just that.

At Greylock, Casey parachutes into portfolio companies to help guide their growth strategies. He was previously at Pinterest, where he was the product lead for the growth team and helped the company reach 150 million monthly active users. And going back, Casey was the first marketing hire at GrubHub, where — and you may be noticing a pattern — he played an integral role in growing the customer base from 30 thousand to 3 million.”

– Adam Risman, Editor at Intercom

Listening time: 33 minutes

[Article] How to Get Started with App Store Optimization

“In a world where more people search the ‘web’ (if we can even still call it that) from mobile devices than desktops, it is more important than ever to have a mobile optimized organic user acquisition strategy. Mobile SEO is essentially the same as desktop SEO, with the additional challenge of required higher search rankings because of truncated mobile search results. Keyword usage and placement is just as necessary in mobile as in desktop, and search engine rankings are driven by the relevancy of content as they relate to user’s search query.

The key challenge for organic strategies for mobile is app store optimization, commonly known as ASO. ASO is the process of optimizing elements which allow an app to have the maximum visibility for specific search terms in Google’s Play Store and Apple’s App Store. Just like with visibility on search engines, higher rankings in app markets leads to increased downloads of an app.”

– Eli Schwartz, Director of Marketing at SurveyMonkey

Reading time: 4 minutes

[Article] Why Focusing Too Much on Acquisition Will Kill Your Mobile Startup

“RARRA: the re-prioritized funnel. In general, RARRA is nothing more than a reordered list of AARRR for the modern, saturated and highly competitive app store reality.

First, you need to focus on Retention, then on Activation. Then move on to Referral and Revenue. The last step should be Acquisition. The very last step. Not the first one.”

– Gabor Papp, Growth Marketer at Shapr

Reading time: 13 minutes




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