kieran flanagan en the inbounder: 'lecciones aprendidas de liderar un equipo de inbound...
TRANSCRIPT
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Lessons Learned from Building a Growth Team for Inbound Marketing.
Kieran Flanagan VP Marketing @ HubSpot @searchbrat [email protected]
Ponencia en inglés - Ponte los #theinbounder
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“There is a disproportionate value in being the first mover into a new space” - Gary Vaynerchuck
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When it comes to marketing, it certainly pays to be a fast follower.
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Examples?
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Advertising has been around for a long time.
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The first American magazine is published in Philadelphia.
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This is what an Ad looked like.
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Then,
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A scholar named Samuel Johnson writes:
Whatever is common is despised.
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A scholar named Samuel Johnson writes:
Whatever is common is despised.
Advertisements are now so numerous that they are very
negligently perused.
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A scholar named Samuel Johnson writes:
Whatever is common is despised.
Advertisements are now so numerous that they are very
negligently perused.
It has become necessary to gain attention by
magnificence of promises.
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Ads moved online in 1994
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The following banner appeared from AT&T in
Hotwired magazine in 1994.
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It had a CTR of 44% …
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Consider this CTR versus that of Facebook Ads
c
44% Hotwired ’94
1.8% Facebook ‘14
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In 1996 Gary Vaynerchuk took over his dad’s wine business. It had $3 million in revenue.
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By 2005 that number was $50 million
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His weekly newsletter was a big part of that growth.
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Those emails regularly got open rates of +80%.
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Mass adoption of Email for marketing has lead to a steady decline in open
rates.
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That decline is set to continue
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AirBnB grew by automatically posting your listing to Craigslist.
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And is now being disrupted by vertical markets like AirBnB.
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This is a common cycle in marketing
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ADOPTION OF NEW MARKETING TACTICS
Neil Patel (Yes/No) Pop up
Fast Followers Adopt
Lots of Tools helps Mass adoption
CTR normalize for all users
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“It works for a while, until your customers get used to the effect, and start ignoring it”
Andrew Chen, Entrepreneur
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A growth team helps you foster a culture of validated learnings, help find points of leverage and will innovative on existing channels.
@Searchbrat
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Here are some of our learnings ..
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Growth Lessons
1
2
Goals for Experiments
Approach to Experiments
3 Types of Experiments
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1 Goals for Experiments
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Experiments can help change the world.
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An additional $60 million in campaign funds.
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All good marketers focused on growth should have an obsessive focus on a singular goal.
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They know how to measure and prioritize the right metrics.
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This will change how you measure the success or failure of your experiments.
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CRM Active Users
Would video increase active users of our CRM?
@rexg312
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One version of the sign up page had video explaining the product.
Version A Version B
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Version A Version B
Generated 30% more sign ups
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Version A Version B
Generated 10% more active users
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* WINNER *
Active Users > Sign ups
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Having a culture of shared learnings means other team members can benefit.
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LeadIn Active Users
Would video increase active users of LeadIn?
@ratner
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One version of the sign up page had video explaining the product.
Version A Version B
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Version A Version B
Increased sign ups by 13%
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Version A Version B
Increased active users by 130%
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The PIE model will mean you work on experiments with highest impact.
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The PIE Model is based on 3 simple scores. Potential – The potential ceiling for this experiment Importance – The importance to the business Ease– Ease of implementation
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We want to run an experiment on the home page.
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Potential is high. Home page gets a lot of good traffic from direct and branded organic.
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Importance is high. We can influence two of the companies most important metrics.
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Ease is low. There are a lot of stakeholders involved in changing the home page.
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Our PIE Score is:
(P) + (I) + (E) / 3 = PIE Score
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Our PIE Score is:
3 (P) + 4 (I) + 2 (E) / 3 = 3
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Hat Tip to WiderFunnel for
PIE
>> widerfunnel.com <<
@WiderFunnel
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2 Approach to Experiments
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Each marketer has their own experiment funnel.
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IDEAS
EVALUATION
PIE SCORED
RUNNING
ANALYSIS
OUTCOME
All experiment ideas
Gather all information for PIE
PIE Score
Active experiments
Analysis of run experiments
What we learned
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Shared experiment board on Trello
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Shared experiment board on Trello
In a given week we have 20 to 30 experiments running.
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“I have not failed. I’ve just found 10,000 ways that won’t work.”
- Thomas Edison
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3 Types of Experiments
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Our experiments fall into the following categories.
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ANALYSIS
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Prove a hypothesis about the way something works.
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Featured Snippets
Why does content appear in Google’s answer box?
@matthewbarby
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Featured Snippets
Look for commonalties in the content that ranks for featured snippets.
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From a sample of just under 5,000 queries, I found that the CTR to our website for high volume keywords increased by over 114%, even when we ranked #1.
@matthewbarby
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What we found
Search query should appear as header with clear steps directly after it.
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In general the “answers” were between 54 to 58 words.
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Google will often show the “Steps” listed in chronological order.
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What did we do with these findings? I’ll show you in a couple of slides.
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HubSpot Blogs
What makes content successful?
@matthewbarby
![Page 80: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/80.jpg)
Longer content on our blog gets more organic traffic.
![Page 81: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/81.jpg)
It also attracts more inbound links and social shares.
![Page 82: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/82.jpg)
We can use this information to run experiments around content formats.
![Page 83: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/83.jpg)
Helped us undercover new topics we could experiment more in.
![Page 84: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/84.jpg)
Results from analysis help determine future experiments in our next two categories.
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TESTS
![Page 86: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/86.jpg)
HubSpot Blogs
How can we increase leads from our blogs?
@pamelump
![Page 87: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/87.jpg)
How much of a difference does user intent make?
![Page 88: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/88.jpg)
Before: “how to write a press release”
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After: “how to write a press release”
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![Page 91: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/91.jpg)
How to overcome the effects of “CTA blindness”
![Page 92: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/92.jpg)
End-of-post banner CTAs historically had generated a lot of leads but their impact had declined.
![Page 93: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/93.jpg)
Track performance of CTAs so we can spot downward trends.
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We tested against CTAs that looked less like Ads.
![Page 95: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/95.jpg)
Anchor text CTAs increased our leads generated on that post by 121%.
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Always look for that fast follower advantage.
![Page 97: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/97.jpg)
Would making the design of our blog a lot ‘cleaner’ increase CTR on those CTAs?
![Page 98: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/98.jpg)
Good for content discovery but could be very distracting.
![Page 99: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/99.jpg)
We removed it and monitored our results over 4 weeks.
![Page 100: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/100.jpg)
Clicks on our anchor text CTAs only improved by 5% L
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But load time of our blog posts improved by 50% and organic traffic is trending upwards.
![Page 102: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/102.jpg)
PILOTS
![Page 103: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/103.jpg)
Experiments in this category are about finding points of leverage.
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Remember this chart showing the decline of email.
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Could a large Slack audience be a point of leverage?
![Page 106: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/106.jpg)
Could push notifications provide better results than email?
![Page 107: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/107.jpg)
Performance to date only slightly better than email with 6% CTR.
Could push notifications provide better results than email?
![Page 108: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/108.jpg)
Could push notifications provide better results than email?
![Page 109: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/109.jpg)
Ok, back to the analysis we did on Featured Snippets.
![Page 110: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/110.jpg)
Based on learnings, we updated 80 blog posts that ranked on the first page of Google for 199 keywords.
![Page 111: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/111.jpg)
Over 10% of keywords moved into Featured Snippet box.
![Page 112: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/112.jpg)
Organic traffic to these posts increased by 23%.
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An experimental approach to marketing helps you build a plan based on future trends.
@Searchbrat
![Page 114: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/114.jpg)
Remember when surviving a bear attack ….
![Page 115: Kieran Flanagan en The Inbounder: 'Lecciones aprendidas de liderar un equipo de inbound marketing](https://reader031.vdocument.in/reader031/viewer/2022030304/587944b81a28ab23468b6f89/html5/thumbnails/115.jpg)
Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google: Search for “Kieran Flanagan
#theinbounder