August Report
Tuesday, 2 September 2018
Partner Report: “Growth Team”
I did not write a July Report (bad Corey!) so the last report I have on file was for June.So much has changed since then!
Here’s the Growth projects I was involved with at Invisible in August:
New Team Relationships
We hired marketer extraordinaire Stijn Hendrikse of Chief Outsiders and Microsoft Office fame to join the team. Lucky us!
I work with him on the marketing side of things, and Marshall and Jay are holding down the Sales side of things. We are moving towards a model that is less ‘hand to hand selling combat’ and more ‘scalable marketing artillery’, without losing sales.
The theory goes that we can get more dollars from referrals, testimonials, and reviews than we can from simple sale requests. And current efforts reflect that.

Paid Advertising Campaigns with Adwords and Unbounce
We engaged Stackmatix as a vendor to run our Pay Per Click Campaigns, leading to Unbounce landing pages like delegate.inv.tech/start.
We are seeing good results to date with a CPA of around $80, which is acceptable. We got 2 new clients out of this already, and about 8 signups.
We plan to roll this out further with dedicated landing pages, on Hubspot (for better analytics), for each of our best processes. Imagine a dedicated landing page offering exactly what you just Google searched — that’s our product, and we can do that!
PPC is a worthy marketing channel for us given the Long Term Value of our users. We also set up Google Analytics to track responses across Hubspot, Adwords, and Unbounce. Which is key to any further marketing efforts we complete — surprised it took us this long.

Hubspot Marketing and Workflow Automation
We already had Hubspot for Sales to track CRM deals, but we also purchased Hubspot Marketing.
This unlocks website, landing pages, blogs, emails, and tracking the contacts throughout the whole journey — very exciting!
Hubspot is becoming more and more key to the way we store data behind the scenes and leverage it for good use.
For example, we used it’s Workflows tool, integrated with our onboarding Typeform, to auto assign support agents to new clients and send welcome emails.
And the workflow continues beyond that with emails in the client journey asking for feedback and referrals.
Way less confusion in the backend about who belongs to who and what stage things are at — before it was all manual!
Drift and Mightycall
Stijn and I set up these two services on the website to allow prospects to message and call us straight from the website. We’ve gotten a few engagements that we wouldn’t have gotten otherwise through this — though not all convert.
Mightycall lets us route incoming calls amongst the whole Growth team which is invaluable to ensure responses.
Head over to the main Invisible page and mystery shop us if you like!
RLM Management
The last responsibility from Sales/Operations days that doesn’t fit with Marketing is the management of Relationship Managers (RLMs).
We don’t have a Director of Support at the moment so they are a team without a leader, putting out fires in the Digital Assembly Line. But we still have clients who get negative balances or haven’t been asked to upsell when they run out of credit.
So I have been managing across verticals to help the RLMs solve the Ops problems they face holding them back from this success. We’ve come a long way and can now more or less confirm clients don’t go negative, and when they’s almost out, get told and connected to Sales.
New Outbound Strategy
We still send thousands of cold emails to leads scraped online using Woodpecker.
But we are more targeted now: we scraped Remote Job postings, Linkedin people who say ‘we’re hiring’ and tech accelerator companies. The strategy now is more targeted quality outreach, than the mass quantity outreach it used to be.
Stay tuned to see how the response rate changes as a result — so far, not much change. You never know what kind of people respond to stranger emails, no matter how targeted.
We are also moving these efforts from our main domain to a different @inv.technology domain to keep our main domain safe.
Moving Forward
Current priorities are:
1. Move blog and landing pages to Hubspot to keep it all in one tracked system
2. Establish good Hubspot workflows to automate as much as possible
3. Integrate a referral, reviews, and testimonial solution
4. Bring PPC campaigns up to bear with many leads coming in, with targeted verticals.
5. Have all marketing tools in place to support any new clients coming in
Onwards!

