Unsexy, compliant and boring? The 5 missed opportunities of B2B content marketing…
Baydin unsexy 2013
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Transcript of Baydin unsexy 2013
Alex Moore
CEO
@awmoore
baydin | 2013
Polynomial GrowthHow to use Calculus 101 to gauge your startup’s early growth trajectory.
Your startup’s user base will not look like either of these UNLESS
• Your product is a free viral consumer app with network effects (why are you here?)
• Something is wrong
baydin | 2013
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Marketing Channels
AdWords FB Ad Slideshare SEO Landing FB Tweak Banner Ad
Boomerang Daily New Users
baydin | 2013
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Some channels that worked
baydin | 2013
Chrome Web Store
EmailMarketing
Infographic SEO Landing Pages
Chrome Web Store
baydin | 2013
• Up to 12,000 users per day when featured • Consistent 400 users per day
Email Marketing
baydin | 2013
• Search + Direct traffic increase due to user emails:• 55%• 24%• 18%• 12%• 6%
• Super Cheap
#1 Tactical Tip: Send More (High-Quality) Email!
Content Marketing
Borrow someone else’s audience
Great lift (25k visits) but not much sticking power
$1200 + 4 days of engineer time
SEO Landing Pages
baydin | 2013
• Found 20 good keywords with AdWords + Moz tools
• Seeded with AdWords to test conversion rate
• Analyzed search terms to find other opportunities
• Fixed cost – additional traffic is free and growing
Marketing is hard because of Failure
baydin | 2013
• Video (clickthrough rate too low)
• Display Ads (4% conversion to download)
• AdWords (low search volume)
• Facebook Ads (only 3rd world clicks were cheap)
• Domaining (low pagerank because sites too new)
Mechanics of polynomial growth are easy
baydin | 2013
1. Pick a customer acquisition channel See DMC’s AARRR slides for channel ideasSpend at least one month running
experiments
2. Measure the results.Invest more? Invest the same? Stop
investing?
3. Pick another customer acquisition channel
baydin | 2013
If your growth does not yet look polynomial:Draft or hire someone to focus on marketing!
tiny.cc/polynomialgrowth
Alex Moore
Baydin
@awmoore
Raising Money
baydin | 2013
1. The illusion of exponential growth is key to attracting investors.
2. Your lever is your marketing budget. Expect to lose money overall creating this illusion.
3. Don’t believe your own bullshit!