guy marion
Post on 15-Apr-2017
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How do you grow from 0 to 2,000 customers in 18 months?
Foundation Strategies MarTech Stack Growth Team
@GUY_MARION
This is AutopilotIt’s simple, visual, and focused. You can do remarkable things with it.
@GUY_MARION
@GUY_MARION
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
And this is how we’re growing…
21% MoM revenue growth
24,500+ trials
2,000+ customers
5% MAS AdoptionToo complex, too expensive
Everything ElseEmail, customer engagement, or nothing
Today’s Marketing Landscape
@GUY_MARION
GTM by Avoiding the SaaS Graveyard
Low
High
High
Price
Complexity
Self-Service
EnterpriseHybrid
SaaS Graveyard
@GUY_MARION
of consumers are turned off by
generic marketing
72%
Marketing that doesn’t feel like marketing
@GUY_MARION
Forward-thinker seeking flexibility, execution, and TCO.
Frustrated email marketer who needs better targeting and channels.
Passionate early adopter who needs efficiency and agility to scale.
Growth Gary Email Emily Executive Ellie
@GUY_MARION
The Acquire, Nurture, Grow Framework
Acquire • Awareness • Lead Capture • Trial Conversion
Nurture • Lifecycle Nurture • Re-engagement • Sales Qualification
C
Grow
@GUY_MARION
• Customer Onboarding • Net Promoter Score • Product Releases
•Thought leadership • Blog Strategy • Flight School
•Customer stories • Webinars • App review sites
• Call-to-action
Growth Strategy #1: Content/SEO throughout the lifecycle
@GUY_MARION
13
Growth Strategy #2: Grow & nurture your database
Awareness
10 days 10 days 10 days to 90 days
Consideration
Evaluation
@GUY_MARION
Growth Strategy #3: Activate trialists based on usage
@GUY_MARION
Tria
l Co
nver
sio
n R
ate
0%
10%
20%
30%
40%
Overall If published journey If added code
35%
21%
9%
Impact of Product Usage on Trial Conversion Rate
Growth Strategy #4: Price for land & expand
Reduce upfront friction
Value not features
130% Net Retention
Net
Ret
enti
on
(% o
f sta
rtin
g M
RR)
0%
35%
70%
105%
140%
Same Month 1 Month 3 month 12 month
133%132%116%107%
Autopilot MRR Retention
@GUY_MARION
132%
Slack
• Slack notifications for marketers
• VentureBeat coverage
• Co-webinar & app directory
Growth Strategy #5: Achieve step-function growth with integrations
@GUY_MARION
"If Autopilot is the orchestra for customer data, Slack is in the
control booth, telling the mixer what levels to adjust on the fly.”
Growth Strategy #7: Always be testing
A
@GUY_MARION
Proactive Headsup Experiment
Variation C:
Winner!
B
KPI Dashboards
Customer Journey Automation
Subscription Billing KPI DashboardsCRM + Predictive Scoring
Events & Product Data Usage Funnel & Analytics
Content & CRO
Forms & Lead Capture Email, In-app, SMS, Slack
Tech Stack
@GUY_MARION
Marketing & Acquisition
Demand Gen
Product Mktg Community Brand &
DesignOps &
Analytics
Sales & Success
Product Engagement
Product DesignOnline
Engineering
Data Science
Velocity
Direct
SaaSy Growth Team
@GUY_MARION
@GUY_MARION
How do you grow to 2,000 customers in 18 months?
Create marketing that doesn’t feel like marketing
Build personal & contextual “acquire, nurture, grow” journeys
Design a growth marketing engine with the best technologies
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