brisk's tools of the trade: from lead to closed
DESCRIPTION
A walk through Brisk's tools for data analysis focusing on traffic and inbounds. Especially useful for SAAS companies.TRANSCRIPT
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Carmen Márquez Castro
From lead to closedA walkthrough of Brisk’s funnel metrics
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1998
2010
2014
categorised
searched
floated
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Top-down, outreach. Good conversion (>4%)
Slow product-feedback cycleLong, bespoke sales cycle
January - May
Bottom-up, inbound. More leads
Shorter feedback cycleLess-bespoke sales
June -
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~ $10 000$20 / user*month
> 20 users> 2 year lifetime
Customer Value
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Goal Q4Not make money, yet…
Increase inboundToday 20-30 companies per week
Goal: 50 per week
Increase retentionToday 10-20%Goal: +10%
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Install free version
Discovery
“Please contact me”
Trial
Upgrade
Outreach
Drip
(started in September)
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Traffic50% direct 15% organic30% referral
• 40% Quora• 20% listing sites• 40% other
5% other
Install free version
Discovery
Conversion to install10% on site20% on chrome store
Activation40% of installs login
working on tagging to get this down
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QuoraLinkedInMediumown blog
MOOC/Education
TwitterLinkedIn*
listing siteschrome store
SEO
Outreach
Content Marketing
Organic
PaidFacebook
TwitterLinkedIn
remarketing“content
recommendation”
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MixpanelMailChimpBuiltWith
LeadGenius ProspectAce ProspectEye
Adroll Twitter LinkedIn
Facebook Sprinkle TotangoZendeskDocuSign
Drip
Pros
pect
ing
Lead
gen
erat
ion
Cust
omer
Mixpanel
Salesforce
Google Analytics
Images Brisk
R, CSV, Spreadsheets
Gath
er &
Sto
reM
assa
geAc
t
Analytics pipeline
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Dropbox style 2-sided sharing incentivesThey get 3 months premium, you get 3 months premium
OrganicChrome store
Search
Content MarketingBlog
Forums