how to growth hack in online competitive markets
TRANSCRIPT
Engineering as MarketingHow to Growth Hack in Online Competitive Markets
Speakers: Davide De Guz & Vince Magaline
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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
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Promote the growth tool, not the main product
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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
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Marketing Grader free marketing review tool
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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
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IKEA - Augmented Reality (AR) Application
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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
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MoZ - Followerwonk, MozCast, etc.
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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
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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
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Pablofree social media images
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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
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What is ClickMeter?
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Acquisition tool for core product ClickMeter
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Traction strategy: • Thought leadership/Content Marketing• Unconventional PR
Relationship to the core product: • Upsell advanced analytics
Outcomes: • 20+ times faster user acquisition
Our Strategy
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Branded Domain Names For youFREE