Growth hacking a B2B app from 0 to 300 customers using smart tools and metrics

• Software-as-a-service platform for social media monitoring and management aimed at medium to large enterprises.

• Founded in Ghent, Feb 2011 by Folke Lemaitre.

• ~300 customers worldwide, ~30 employees, offices in Belgium and San Francisco, 2.5M funding in Aug 2013.

• Connect: engagor.com - @engagor -facebook.com/engagor

What is Engagor?

Who

• Background in physics/mathematics, analyst at Vose Software, web dev at Massive Media

• At Engagor: Started as Customer Relations & Support in Oct 2011, Growth Hacker since Oct 2013

• Connect: woutersmet.com - @woutersmet - facebook.com/woutersmet

Who am I?

Early growth: smart tools

Chat, talk to EVERYBODY you can. Anonymous visitors, app users…

Olark

Customer success <-> Development

Desk.com <-> GitHub

Super-easy presentations and calls.

Join.me and Phone app

Clicky

Measure traffic at the user level.

Warning: hacking alone doesn’t cause growthProduct-market fit, exposure, network, early reference clients…

And many more: CurdBee for easy quotes+invoices, Gmail…

Current growth: smart metrics

Great ways to get traffic, leads, but require constant tweaking to not be a waste of $.

Online advertising (AdWords, AdRoll, FB Ads…)

Which parts of your site / countries / events … dominate? Set goals!

Top of funnel: Ad backends > Google Analytics / KissMetrics

E-mail: un-cool, but amazingly powerful.

Middle of funnel: HubSpot, YesWare, SalesForce leads

Bottom of funnel: SalesForce!

Data quality more important/crucial/difficult than anywhere else. Super-clear defined processes, beware of human error / miscommunications.

Later phase: team > growthBoth in costs and in value

Segment, segment, segment!

Questions?