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The Marketer’s Guide to
Growth Spurts
Kieran Flanagan
Marketing Director (EMEA), HubSpot

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You can download these
slides now
http://bit.ly/growthspurts

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Slack’s customers don’t know
a solution exists.
The Marketers Guide
to Growth Spurts >>
http://bit.ly/growthspu
rts. #inbound15
@Searchbrat

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Why should
marketers care about
growth hacking?

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Growth hacking is
a mindset more
than a toolset.
@danmartell

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For marketers focused on
growth, both the opportunities
and challenges have never
been greater.

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It’s a lot like money

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Making your first million is the hardest
(so I hear)

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But once you have an
established audience
it’s a lot easier to
make new things
successful.

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#5 iTunes Podcast - Business

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So, let’s talk about GROWTH

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Marketer’s Guide to Growth Spurts
Goals &
Targets
InsightsInsights Experiment Promote
Like Hell

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As a marketer, your goal
should always begin with a
question.

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Who is your dream customer?

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And what problem does your
service or product solve?

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(general blank slide)
Slack is one of the fastest
growing B2B companies of all
time.

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With a goal of solving
information
overload in the
office.

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Most knowledge workers lose
28% or 2.1 hours per day to
constant interruptions 

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Slack’s customers don’t know
a solution exists.
Slack’s customers don’t know
a solution exists.

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Slack’s customers don’t know
a solution exists.
Our job is to
understand what
people think they
want and translate
the value of Slack
into their terms.
@Stewart, Co Founder of
Slack

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(general blank slide)
Uber is valued at $41 billion,
and is still a privately owned
company.

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Slack’s customers don’t know
a solution exists.Their goal was to simply transform the
experience of getting a taxi.

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Slack’s customers don’t know
a solution exists.
They started by giving
free taxi rides at tech
conferences in San
Francisco.

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Slack’s customers don’t know
a solution exists.The experience was so good that word
spread.

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(general blank slide)At HubSpot our goal is to help
businesses grow.

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Slack’s customers don’t know
a solution exists.
We’re obsessed with solving
the goals & challenges of our
customers.

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Slack’s customers don’t know
a solution exists.

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Slack’s customers don’t know
a solution exists.
It has helped us to grow pretty quickly
as well.
Over 15,000
customers and
counting!

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Slack’s customers don’t know
a solution exists.
Growth spurts happen
when you understand
the goal of your
product or service and
educate your ideal
customer on how it
solves their problems.
#inbound15
@Searchbrat

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Slack’s customers don’t know
a solution exists.
Growth spurts happen
when you understand
the goal of your
product/service and
educate your ideal
customer on how it
solves their problems
.
Growth hackers focus on clear targets

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“We set our goal for
the year to getting
3,333 customers for
our new course” –
Noah Kagan

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Small marketing teams usually
try to focus on too many targets
at once.

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Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQL to Customer %

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When HubSpot launches in a new
country our initial focus is traffic &
subscribers.

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It helps us focus on the right targets as
we scale.

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Big marketing teams usually
spend too much time on “best
practice” and “strategy”.

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Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQL to Customer %

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Slack’s customers don’t know
a solution exists.
Growth spurts need
constant execution
against measurable
targets. #inbound15
@Searchbrat

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Marketer’s Guide to Growth Spurts
Goals &
Targets
InsightsInsights Experiment Promote
Like Hell

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Here is a dirty little secret …

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… not everything a marketer
does will work.

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And sometimes what works surprises
us

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But we can stack the cards in
our favour by validating ideas
before they ever go live.

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Subbuteo first promoted their game in
Boys Own Paper in 1946.

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The game didn’t exist, but they still got
2,000 orders.

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Today, it has never been so
easy for marketers to validate
their ideas.

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Get a list of your competitors with SEMRush.

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Find what’s already been successful with their
audience.

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Find what’s already been successful with their
audience.

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Setup content alerts for competitors.

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Setup content alerts for competitors.

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Setup content alerts for competitors.

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It’s harder to attract a link than a social share.

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It’s harder to attract a link than a social share.

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You can do this for a particular domain.

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Have people left feedback on how
that content can be improved?

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Marketer’s Guide to Growth Spurts
Goals &
Targets
InsightsInsights Experiment Promote
Like Hell

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It means they’ve f**ked up a
lot.

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Experiment with headlines.

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“On the average, five times
as many people read the
headline as read the body
copy. When you have
written your headline, you
have spent eighty cents out
of your dollar.” – David
Ogilvy

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We can see what’s working for competitors.

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Leverage the Curiosity Gap.
Too vague, and I don’t want to click:
Mitt Romney Says Something Bad, Again
Too specific, and I don’t want to click.
Mitt Romney Says, “I Want The Middle Class To Be Tied To
The Roof Of My Car.”
You Will Not Believe What Mitt Wants To Do To You.
Ergo …
From: Upworthy Slideshare

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Create variations of your headlines for
both the blog and different social

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Test on social media before your main “push”.

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Make your content more shareable.

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Make your content more shareable.
There is a 19% increase in
retweets when you include
a quote.

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Make your content more shareable.
There is a 17% increase in
retweets when you include
a stat.

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The Pop Up is back

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The YES or NO Persuasion Technique.

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The YES or NO Persuasion Technique.

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The Content Upgrade from Brian Dean.
Increased email
subscribers by 785%

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Try Longer-Form Content

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SERPIQ study found the average content
length for a web page that ranks in top
10 is 2000 words.

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From looking at our own
blog posts we’ve found
longer posts have a
positive impact on traffic.

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And the number of social
shares they receive.

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And the number of links
they receive.

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The Mini Case Study
The Mini Case Study

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“Digging deep into data by
scraping, cleansing and
structuring it, filtering by
mining for specific
information, visualizing and
making a story.”
@mirkolorenz

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Take a topic that performs well, add real data &
actionable takeaways

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Create 10X versions of content that has already
been successful.

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Create awesome tools for your audience.

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Marketer’s Guide to Growth Spurts
Goals &
Targets
InsightsInsights Experiment Promote
Like Hell

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Here comes the quick-fire
round.

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Use Snip.ly to steal borrow other
peoples content for your own gain.

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Find trending content in your industry.

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Share it and send traffic back to your site.

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Or even better, start a FIRE.

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Create a social calendar based on
when your social followers are most
active.

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Followerwonk can find the times your Twitter
followers are most active.

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Use Facebook Audience Insights to find days
and times your fans are most active.

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Schedule your social updates when your
followers are most active.

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Tweets with visuals have 5x more
engagement when compared to
text-based tweets
Using the correct dimensions for images will
help increase engagement on your updates.

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Promote your content to an existing
fanbase

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Who has already shared
content like this?

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Who has linked to content like this?

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What sites already have an audience for this topic?

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Finding email addresses has never been so
easy

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Is your content newsworthy?

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Build a list of journalists interested in your
topic.

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Marketer’s Guide to Growth Spurts
Goals &
Targets
InsightsInsights Experiment Promote
Like Hell

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Slack’s customers don’t know
a solution exists.
The Marketers Guide
to Growth Spurts >>
http://bit.ly/growthspu
rts. #inbound15
@Searchbrat

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Twitter: @searchbrat
LinkedIn:
linkedin.com/in/kieranjflanagan
Website: Hubspot.com /
Searchbrat.com
Get in Contact.