This Week in Growth Marketing Ep.5: The #1 Reason Why Generating Leads For Your Sales Team Won’t Create Sales

This week in Growth Marketing is a curation of 10 of the best Growth Marketing and Growth Hacking post (In no particular order) published on Medium within the week.

Alright let’s get into it!

PS: I‘m working on a List- style Customer Acquisition Strategy article, and I’m looking for sources with successful and failed customer acquisition stories. Here’s the link to the form in case you’re interested:

1. The #1 Reason Why Generating Leads For Your Sales Team Won’t Create Sales by Keith Gill

I am going to start off this article with a Tweet that I saw not too long ago from my buddy, Peep Laja of CoversionXL, that highlights the second most important factor in a successful lead gen campaign with at least 2x ROI… I will get to what that “#1 factor” is in a minute, but first let me touch on “follow-up”

“Follow-Up” is best looked at as more than just follow-up to try to get someone to just buy something from you. A lead is NOT someone who is ready to buy something from YOU per se’… They may be ready to buy in general, but they just may NOT be ready to buy from you the “salesperson”. This is an important distinction to understand. Especially in this age where ALL buyers are a lot more informed and where competition for what you offer is just a couple of mouse clicks away…

If a buyer from a cold lead gen campaign is not made to feel like their time is important and their concerns and pain points are valid and most importantly if they are NOT made to feel from you, the sales person, that you understand and empathize with them that they need to first feel comfortable with you and to get to “Know, Like, and Trust” you, then you have already lost the sale and you are wasting the lead gen effort and dollars being spent to get you in front of the lead in the first place.

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2. The Ultimate Growth Hacking Bundle Giveaway Update: Designrr Edition by Ryan Crispin Heneise

After we hit the Publish button on our Ultimate Growth Hacking Bundle Giveaway, Devin and I looked at each other and he said “you know what this bundle needs? A lead magnet generation tool”.

So Devin reached out to Paul at Designrr.io, to see if they’d like to partner with us. Well guess what? They did!

We are thrilled to announce that our Ultimate Growth Hacking Bundle now includes a one-year subscription to the awesome Designrr.io eBook and lead magnet generation tool.

Designrr.io can take existing content from your blog and output stunning, automatically-designed PDF files. It’s literally the easiest way to create lead magnets. Go check out their excellent explainer video on their homepage: designrr.io

And it’s a natural fit for a bundle with ContentUpgrade. Designrr helps you create the lead magnets, we help you host them and put them on your blog to drive email signups. It’s a match made in heaven.

So here’s what our giveaway looks like now:

  • Designrr Professional 1-year subscription. Create Stunning eBooks & Lead Magnets In 30 Seconds Without Ever Writing A Single Word.
  • ContentUpgrade.me lifetime premium subscription to make and host unlimited content upgrades and lead magnets that work on any website, including Wordpress, Medium.com, and Teachable.
  • Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success, by Sean Ellis.
  • Traction: How Any Startup Can Achieve Explosive Customer Growth, by Gabriel Weinberg and Justin Mares.

I would totally enter this if it wasn’t my own giveaway. Actually forget it — don’t enter, because then I get to keep all this awesome stuff for myself. Just kidding — in fact after you enter you can increase your chances of winning by sharing your special giveaway link. So tweet it, Facebook it, LinkedIn it, and put it on whatever Google has going on these days.

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3. How to Growth Hack the Beer Industry by Patrick Layer

You are wondering how Beer and Growth Hacking fits together?

The only thing you might think of is probably the following: “Growth Hacking Meetup XYZ…(Free Beer & Snacks) — a digital meetup event where they try to catch you with “FREE BEER”.

A typical MeetUp Growth Hacking Event with “free beer”

BUT…

Growth Hacking and Beer have way more in common than you might think!

One famous example are the guys from BrewDog (a craft brewery from Scotland) that growth hacked the beer industry by disrupting it in non traditional ways.

“BrewDog was the fastest growing Food &Beverage company of the UK in the last 5 years “

They call themselves the “post-punk-apocalyptic motherfucker of a craft brewery” reaching from stunts such as filling up beer in bodies of dead animal bodies or launching the biggest crowdfunding campaign in history.

Brewdog’s Co-Founders James Watt, Martin Dickie

But before we dive right into our “Beer” Growth Hack of the last decade. I want to clarify some terms first.

First of all — What is Growth Hacking. As the godfather of Growth Hacking Sean Ellis describes “Growth Hacking is experiment-driven marketing”. It basically covers the whole process of how to use existing digital resource by easily growing your customer base in a high scalable matter. Going beyond — Growth Hacking also requires to think outside of the box.

Nevertheless, in this article I am going to extend the definition a bit by focusing more on the disruptive factor of Growth Hacking…

So let’s get down to business — BrewDog started as a two-man (+ dog) beer geek show and turned itself into a global player with a valuation of multiple millions.

But how could these two Scottish disrupt the beer industry within 10 years?

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4. A Kickass Intro to Early Stage PR by Elizabeth McIntyre

All Publicity is Good Publicity

Every company, with any product, in any market, needs publicity. The old saying “if you build it, they will come” hasn’t been true for decades. If they can’t find out about your product or brand, they can’t come get it. Don’t let them miss out on your great thing you’ve got going on because your public relations strategy sucks.

Whether you’re a startup or an established company, you will benefit from press. Nobody is above the wonders of the published word. Not only does it bring traffic to your site and online profiles, but you’ll also benefit from the social validation and legitimacy provided by the increased visibility and reach.

The How

Data + User Personas + Hustle = Growth

How do you get this press, you ask? You create it. You know you have to, or have already, build something that caters to your target niche (hopefully). So once you have created that, it’s time to find out where this niche likes to read, eat, breathe, and inhabit. What worlds do they live in? Tim, a middle-aged dad in Wisconsin, is probably not interested in reading about your company’s temporary tattoos in Seventeen magazine. But Lauren will definitely be looking for the latest and greatest [something tech] in [tech publication]. You probably use, and love, your product. Where do you like to get your news from? Get into the minds of your target audience. The STB crew loves creating data-driven User Personas.

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5. Top 4 lessons from GrowthHackers Conference 2017 by Hila Qu

Lesson #1 Growth Hacking is and is not …

If you tell someone you work on growth, you might still get questions like what is that? How is it different from marketing? Sean’s talk summarized it well.

Sean Ellis “Breaking the Myths of Growth Hacking”

First of all, growth hacking is not just tricks and tactics or silver bullets: everything must be tested with clear hypothesis; Secondly, traditional marketing focus more on external channels, landing pages & emails, while growth-hacking test levers across whole customer journey; Finally, you don’t have to know how to code to be a growth hacker: dev skill is helpful but not critical, it can be acquired via including a developer in the growth team.

So what is growth hacking? Growth hacking is rapid experimentation across full customer journey, and it starts from understanding growth principles such as Product Market Fit, North Star Metric and Growth Model, and following the growth testing process of ideation, prioritization, experimentation and analysis. Platform knowledge and growth tactics are important, but they come after principles and process.

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Similar posts by Steven Cox and Mike Rizzo

6. How to implement the Mobile Growth Stack at a tech startup? — Shapr3D case study by Gabor Papp

At Shapr3D, we’re creating the world’s first mobile CAD designed specifically for iPad Pro. When Shapr3D released the first promo video, it reached 4.5M views in just a few weeks. The video went viral. The app was still buggy, had many issues, but the hype and demand seemed to be there.

This is was the time when I joined the company, as the 3rd team member. My job was to drive app installs plus grow the retained and monetized userbase. To organize my thinking I used the Mobile Growth Stack framework (which I had come across a few months earlier).

The Mobile Growth Stack

But before applying the framework, I needed a deeper understanding how the product works and how users interact with it. So had to set the framework aside for a few days and refocused on the user journey.

Visualizing the user journey

During the first few days, I quickly drew a basic funnel that represented what users were doing in the app and how we can identify elements to grow.

To visualize this I structured the funnel alongside Dave McClure’s AARRR funnel, added initial metrics to track and the basic interaction I thought were important that time.

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7. Mobile retargeting in trackers and traffic sources by Nikola Sternyaev

At the end of last year, Mobio launched an automated system for mobile app retargeting called GetLoyal.

Since then, we have launched dozens of campaigns to re-engage users for apps produced by major Russian and international players. In the course of our work, we have identified a number of nuances that we would like to share in this post.

We’ll tell you how to set up retargeting campaigns in mobile analytics systems: AppsFlyer, Adjust, and MAT (Analytics Attribution by Tune), and traffic sources: Facebook, myTarget, Cheetah, Yandex, and RTB Exchange (DSP).

Important factors before launching

To run a retargeting campaign, you don’t have to integrate with a mobile app analytics system. But if you want to measure the campaign’s performance, it is very important for the app to integrate the SDK of some tracking system, and this system must support reattribution for retargeting campaigns.

Also, it is important to note that mobile retargeting is based on deeplink technology, which means that clicking an ad takes users to a specific page inside the app. Users are targeted using their advertising identifiers (GAID/IDFA).

Another important point is the media source where ads are shown. The destination site is a factor in how the deeplink works. As an example, let’s look at this Adjust link: https://app.adjust.io/irbhvh?campaign=RU_Mobio_Retargeting&deeplink=dclub%3A%2F%2F

The link includes a deeplink (a URL scheme that leads to the main screen of the Delivery Club app). When the link is clicked from a device that already has the Delivery Club app installed, the results differ depending on where the link was clicked. For example, if you click through from Slack or Telegram, it takes you to the Apple Store, and if you enter the link directly in the browser (Chrome or Safari), it takes you straight to the app.

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8. 15 Epic UX Tips To Design Your Homepage In 2017 (Case studies, Examples) by Simone Magazzù

Let me guess: you’re building a website and you want to make it awesome.

As a user, the homepage is most likely the first thing I’ll see when discovering your blog, business, or anything you do, and it will either attract me towards your funnel or make me turn my back and say:

NOPE.
[QUOTE]: Annoyed user

Between work, daily responsibilities, my car that needs gas and this girl I really want to sleep with, the time I want to invest in understanding your website is VERY little.

As a user, your homepage is arguably an essential step in my experience on your website and the fact that you decided to click on this article and get it done the best way possible, makes you a legend already.

So thank you for that.

Let’s start!

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9. How I built a community of engaged users with minimum resources by Dean Ifrach

In 2015 I joined ‘hoop’, a startup company that developed a “video playground” — a gamified mobile video platform in which content creators can team-up to create video collaborations, challenges and movements. You could either start a new video thread by posting a short video for other to respond to, or respond to an existing video thread. Think of it as the bastard child of Vine and Reddit.

Kicking it off and getting it from just an idea to an actual working product was a bumpy ride, as for any startup or venture, full of experiences, good and bad. Managing to build and retain a community of engaged users was, by far, the most humbling and inspiring one.

Why community is important

Community is everything. It validates a product’s reason of being and helps navigate it through its development.

If the human body is a product, then community is the beating heart that makes it come alive. Without it it’s just a corpse. A pretty one perhaps, but useless nevertheless.

This is especially true for User Generated Content (“UGC”) platforms, such as social networks or marketplaces. In order to get users you need (interesting, engaging) content, but in order to get content you need (interesting, engaging) users. You want your users to find a “full fridge” when they open it for the first time. Having a community of “early birds” for a beta stage, as we did for that matter, is a great way to address the this paradox.

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10. What Is Call-To-Action in Videos and How to Make One That Is Hard to Ignore by Breadnbeyond

In the universe of video marketing, there’s a simple, yet factor aspect that is often invisible to the target viewers. This factor is called a call-to-action (CTA).

I’m sure you have encountered one of these, but perhaps you don’t exactly know what to make of it. Call to actions are the inviting bit that you hear at the end of a promotional content, in this case a video.

Let’s put it this way.

Imagine your company is a party you’re planning to throw this weekend. You send the invitation to everyone in your contact list, but you don’t include the address to your place.

Sure, some of people you invited might go out of their way and find out themselves where your party will be held because they need some fun. However, many will just stay put because they don’t know where to go.

This is why any kind of video that is meant for brand-building and marketing must have call to action.

Your viewers don’t know what to do next if you don’t include a call to action in your video(s). They won’t bother finding out because most of the times, it’s you who needs them, not the other way around.

It’s important for you to know what you want to achieve by making a marketing video content — an advertising, an explainer video, a tutorial, or anything.

Deciding what kind of call to action to use in a video is a little bit tricky. Using a pure sales line such as “Try It For Free” might work for some people, but some other might prefer more subtle, more tempting trigger like “How to Learn X in Less Than 2 Minutes”.

Working in the same office with a team that’s made thousands of explainer videos (among the most popular video format for marketing), and consulted with many marketing experts from companies around the world, I’d like to share some of the insights on making a call to action that’s hard to resist.

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