how to growth hack in online competitive markets

Engineering as MarketingHow to Growth Hack in Online Competitive Markets

Speakers: Davide De Guz & Vince Magaline

2

Whaaaat is that???

Examples:Calculators, Educational Microsites,Development Widgets other Free Tools

Goals:Rapid growth in number of leadsand thought leadership strategy

Why:Easier and more powerful path to traction

Metrics:Single KPI

This channel is highly under-utilised

Gaining Traction viaEngineering as Marketing

3

Promote the growth tool, not the main product

4

1. Based around your core product

2. Easy to communicate to a specific audience

3. Focused around a specific traction strategy

4. Solve a real problem (proof of concept)

5. Unique solution6. Free

7. Non habit changing

Keys to Creating a Great Acquisition Tool

5

Marketing Grader free marketing review tool

6

7

8

Goals: • Thought Leadership• Lead generation and qualification

Relationship to the core product: • Recommendations revolve around HubSpot

CRM and Funnel Tracking.

Achievements: • Graded > 4 Million websites since 2006

Strategy & Results

9

IKEA - Augmented Reality (AR) Application

10

11

Traction strategy: • Unconventional PR• Viral Marketing• Brand Perception

Relationship to the core product: • See how it looks in your home. People are

more likely to come to the store if they know what they want to buy.

• Leads to additional sales.

Achievements: • 8,500,000 Downloads

Strategy & Results

12

MoZ - Followerwonk, MozCast, etc.

13

14

Goals: • Thought Leadership• Lead generation and qualification• Upsell to MoZ Pro

Relationship to the core product: • Each free tool solves a problem their target

audience has

Achievements: • Tens-of-thousands of leads generated

Strategy & Results

15

16

17

Traction strategy: • SEO (million of pages indexed)

Relationship to the core product: • Some of the people that use machine

translation for free are also interested in professional, human translation and pay for that

Outcomes: • Over 100,000 visitors per day

Strategy & Results

18

19

Pablofree social media images

20

21

Traction strategy: • Internal customers communication• PR and content marketing• Word of mouth

Relationship to the core product: • Integration with the core Buffer social media

management app• Makes the core product more useful• Fast, simple, unique solution

Outcomes: • Expanded customer base • Brand awareness: 5th most “Hunted”

product of all time on ProductHunt• Increase customer loyalty

Strategy & Results

22

What is ClickMeter?

23

Acquisition tool for core product ClickMeter

24

25

26

Traction strategy: • Thought leadership/Content Marketing• Unconventional PR

Relationship to the core product: • Upsell advanced analytics

Outcomes: • 20+ times faster user acquisition

Our Strategy

27

Branded Domain Names For youFREE

THANK YOU

davide@rebrandly.com www.rebrandly.comvince@rebrandly.com @RebrandlyBuzz