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B2b Growth hacking
How to build a minimal viable
Who are we
JESSIE DEDECKER SEO
Thought Leadership Crazy Creative Hacks
VLADIMIR BLAGOJEVIC Growth Strategy Landing Pages
Conversion Optimization
What we do ü Belgian Growth Agency for startups and SMEs ü Focus on B2B (or high ticket B2C) ü We build complete, A-Z growth engines that generate sales-
ready leads
Online increasingly important Even in b2b
– or big ticket b2c
ONLINE B2B Buyers Start Their Research
84% 70% go back 2-3 times doing research
98% refine their search terms with time
76% prefer different content at each stage of their research process
89% say that the more the item cost, the more research they will do
Case Results Industry /CUSTOMERS Thermo Fisher Scientific
30% of sales-‐ready leads generated on the website 182% more traffic
separa7ons industry with customers in the environmental tes7ng, food safety tes7ng, pharmaceu7cal and biopharmaceu7cal, biotech, hospital, research and government regulatory agency labs
Townsend Security
10x traffic | 77% more leads 127% more qualified leads
so@ware and hardware appliances to secure datain highly regulated industries such as retail, healthcare, and finance
Distribion 2,000% li@ in blog traffic 40% Boost in Revenue
financial services, insurance and casino gaming
ROGETECH
12x increase in leads 15x increase in website traffic
IT distribu7on company selling their products through indirect channels, which include dozens of so@ware, integra7on and ISV partners
Amadeus Rail
1,000 new contacts in 3 months 4 speaker invita7ons at prominent industry events
provider of booking and transac7on so@ware for rail travel agents within Europe and North America
…and so is theirs: My niche is different
Many (niche) business have Specific challenges
Source: The National Sales Executive Association
3 3% Buying Now 6-7% Open to It
30% think that they are not interested
30% not thinking
30% not interested
Onboarding
freemium
Many things you can do
BUT: each costs, cannot do them all
Landing pages
upselling
Free bribe
Referal programs
subscriptions ads
Lead gen fees
COPYWRITING gamification Discount codes
EMAIl Alerts & notifications Do something special
Staged traffic community service
incentives Viral loops
contests
webinars
marketplaces
affiliates
Social sharing API integrations
SPECIALIZED / COMPLEX Selling
solutions
Sometimes unknown product categories
ACQUISTION: attracting prospects (SEO, social media, partner publica7ons..)
CAPTURE: capturing prospects (free reports, e-‐books, e-‐courses…)
NURTURING: “warming up” (e-‐mail content series, scoring)
ACTIVATION: lead active (personal contact, mee7ng)
Not selling via web? Attract the right prospects - even if they are not yet ready to buy
Get their permission to market to them
Develop a meaningful and trusting relationship and stay top of their mind
Know exactly when a prospect is ready for the next step - based on lead scoring
THE RIGHT PROSPECTS Attract
…even if they are not ready to buy 1
Product & company Why only spreading information about your
Searching for Search volume
web conferencing tools 260 tools for online
meetings 0
teleworking 5400
working from home 40500
team collaboration 1300
online collaboration 2400
sales meeting 1000
is not enough
Your prospect’s world
Online demand (e.g. Google, social
networks..)
Your Expertise
Sweet Spot
Your prospect’s world
Online demand (e.g. Google, social
networks..)
Your Expertise
Sweet Spot
Homework: Find your prospects online 1. identify relevant topics for your prospects
your prospects’ jobs, goals, Challenges, problems and
frustrations
your solution, product category, major features, competitors, End benefits, USPs
2. Perform online research: around the topics above Research: keywords, facebook audience, trending topics, online groups (LinkedIn, Facebook…) / forums / Q&A
sites, influencers (e.g. power twitter users, bloggers…), blogs and other publications / magazines
Start quickly? But how – and where– to
contests
marketplaces
affiliates
so much you can do…
direct
disclaimer: unsolicited commercial email is not legal (without opt in)
email Forums / groups
direct? How to approach
ü Completely cold pitching does not work very well
ü Get intros (turn cold into lukewarm)
ü Start a conversation (a conversation can easily turn into a meeting)
ü Mafia offer
The Mafia Offer An offer of up to
80%
Conversion Rate
WANT YOUR OWN ?
Paid traffic super-charge your start using
Relevant traffic within hours Start testing conversions
A/B test different messages Can be viable traffic source (numbers!)
BUT: Quick Experiments with small budgets!
Paid traffic? What to advertise using
online meeting software
web conferencing tool
Work remotely
direct
?
indirect
Other people’s audience “Borrow”
ü Guest posting on blogs and online magazines
ü Partnerships / bartering q Who has your audience?
ü Influencers / people with many followers
ü Deal sites (e.g. Appsumo…)
Guest blogging to get prospects from uk
Guest “posting” to build authority
Which one?
contests
marketplaces
affiliates
CASE STUDY
976 SIGNUPS VIA THE LANDING PAGE
IN JUST 3 WEEKS At the same time we learned a lot: ü Conversion rate per channel ü Customer Acquisiotion Cost ü Opportunities for scaling and
improving ü Feedback on the product
11 versions of landing pages
CAPTURE LEADS How to
and make them thank you for it 2
≠ landing page
information site
A landing page has to…
Grab attention Arouse interest
Build desire Address objections
Establish trust Call to action
The Mafia Offer An offer of up to
80%
Conversion Rate
e.g. e-course, E-book, report, Webinar, case study
WARM YOUR PROSPECTS UP How to do
Until they are ready to buy 3
Success factors 2 key
of sales
Source: The National Sales Executive Association
unfortunately
Lead nurturing
of leads lost without lead nurturing 79%
Source: Marketing Sherpa
Nurturing sequence: “sideways” landing page
METRIC-DRIVEN Implement the process of
experimentation 4
Tiny proof of concept experiment Start with a
ü Minimal investment ü Create a single touch point with your prospects ü Front (prospect-facing) end - of your growth engine
Exit criterion: right prospects signing up
Big impact Small improvements compound to a
Stage Conversion %improved
conversion
Capture 15% 17%Nurturing 55% 60%Activation 10% 12,0%Offer 30% 30%Sales 60% 60%Total conversion 0,09% 0,14%Total Improvement 62,22%
Acquisition 100% 100%
Acquisition 60% 65%
Growth is process, not hacks ü Install a growth
process ü Database with growth
ideas ü Biweekly / monthly
meetings q Prioritize ideas (impact,
certainty, effort) q Plan experiments q Review last iteration’s
experiments (metrics)
Leverage your strengths But you better
attract the right prospects even if they are not ready to buy
capture leads & get their permission to market to them
nurture your leads until they are ready to buy
1
2
3
score leads to know when they are ready for the next step 4
$€£ Use METRICS for CAC, LTV and conversion 5
Download 5 short videos with the complete Growth Engine Blueprint at j.mp/GrowthTurbine
Offline leads B2B Tip: get your
into the same (nurturing) funnel
?
Content writers What if you don’t employ
SEO optimized headline: 3k+ free visitors /month
Sharable Headlines & content 827 social shares
New shares & Views
Little Extra Effort!
Capture new viewers
More: follow “intersection” influencers, update profile…
Best part: outsourcable!
generate Sometimes you can
E.g. 500+ “free” infographics
the content
attract the right prospects even if they are not ready to buy
capture leads & get their permission to market to them
nurture your leads until they are ready to buy
1
2
3
score leads to know when they are ready for the next step 4
$€£ Use METRICS for CAC, LTV and conversion 5
Download 5 short videos with the complete Growth Engine Blueprint at j.mp/GrowthTurbine
attract the right prospects even if they are not ready to buy
capture leads & get their permission to market to them
nurture your leads until they are ready to buy
1
2
3
score leads to know when they are ready for the next step 4
$€£ Use METRICS for CAC, LTV and conversion 5
Download 5 short videos with the complete Growth Engine Blueprint at j.mp/GrowthTurbine
