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KISSMetrics cofounder Hiten Shah is known as a content marketer and growth hacker. At a recent Heavybit Speaker Series, Hiten offered some interesting insights into how entrepreneurs can best engage developers. Rather than creating more traditional assets like blog posts or white papers, Shah tells founders to let the type of product lead the tactics you choose. This Heavybit Speaker Series presentation highlights a number of Github-centric tactics. Video available here: http://www.heavybit.com/library/developer-marketing/video/2014-09-23-hiten-shah
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DOING BUSINESS ON THE WEB FOR
11 YEARS
FINDING AND SOLVING MARKETING PROBLEMS
My B2B Businesses Have Had
41,525,103 Visits Since 2003
MarkeBng Was a Silo
2008
Started in 2008
Product + Marketing =
Growth
Today
HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Growth influences all layers of the funnel
HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Focus is on growth rate
HTTP://WWW.COELEVATE.COM/ESSAYS/GROWTH-VS-MARKETING-VS-PRODUCT
Growth vs. Product
Growth Strategy
Content MarkeBng and Freemium are the best B2B strategies that keep on giving.
Show, Don’t Tell.
Growth Strategy
Repeatable and Scalable
Growth Strategy
Content Marke7ng
Where do your developers hangout?
✓ Guides ★ GitHub Guides
✓ Courses ★ Segment.io’s Analy6cs Academy
✓ Calculators ★ Pardot’s ROI Calculator
✓ Quizzes ★ Crew’s HowMuchToMakeAnApp.com
✓ Analyzers ★ QuickSprout Website Analyzer
Rich content examples
Product Type Influences MarkeBng
Infrastructure Allows developers to get apps into produc6on !
Plaaorm Enables developers to create faster Tool Helps developers do their jobs
Infrastructure Allows developers to get apps into produc6on
Infrastructure
Subdomains & Tutorials
Infrastructure
Anypic -‐ 800+ stars / 400+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/ANYPIC
AnyWall -‐ 200+ stars / 150+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/ANYWALL
Todo -‐ 150+ stars / 150+ forks
HTTP://GITHUB.COM/PARSEPLATFORM/TODO
Plaaorm Enables developers to create faster
Pla?orm
Speed of Use & IntegraBons
Pla?orm
Open Sourced Use Cases
HTTPS://GITHUB.COM/KEENLABS/DASHBOARD-STARTER-KIT
Tool Helps developers do their jobs
Tool
Onboarding and Ease of Use
Tool
Sign in with Google…
HTTP://WWW.USERONBOARD.COM/FEATURES-VS-BENEFITS/
People don't buy products; they buy beier versions of themselves.
Conclusion
Make it as easy as possible for people to use your product.
![[WARM GUN 2014] Crazy Egg and KISSmetrics >> Hiten Shah, "Using Analytics to Solve the Right Problems"](https://img.dokumen.tips/doc/110x75/559e62e91a28ab9e6d8b47b3/warm-gun-2014-crazy-egg-and-kissmetrics-hiten-shah-using-analytics-to-solve-the-right-problems.jpg)
