How to Growth Hack in Online Competitive Markets

Engineering as MarketingHow to Growth Hack in Online Competitive Markets

Speakers: Davide De Guz & Vince Magaline

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Whaaaat is that???

Examples:Calculators, Educational Microsites,Development Widgets other Free Tools

Goals:Rapid growth in number of leadsand thought leadership strategy

Why:Easier and more powerful path to traction

Metrics:Single KPI

This channel is highly under-utilised

Gaining Traction viaEngineering as Marketing

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Promote the growth tool, not the main product

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1. Based around your core product

2. Easy to communicate to a specific audience

3. Focused around a specific traction strategy

4. Solve a real problem (proof of concept)

5. Unique solution6. Free

7. Non habit changing

Keys to Creating a Great Acquisition Tool

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Marketing Grader free marketing review tool

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Goals: • Thought Leadership• Lead generation and qualification

Relationship to the core product: • Recommendations revolve around HubSpot

CRM and Funnel Tracking.

Achievements: • Graded > 4 Million websites since 2006

Strategy & Results

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IKEA - Augmented Reality (AR) Application

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Traction strategy: • Unconventional PR• Viral Marketing• Brand Perception

Relationship to the core product: • See how it looks in your home. People are

more likely to come to the store if they know what they want to buy.

• Leads to additional sales.

Achievements: • 8,500,000 Downloads

Strategy & Results

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MoZ - Followerwonk, MozCast, etc.

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Goals: • Thought Leadership• Lead generation and qualification• Upsell to MoZ Pro

Relationship to the core product: • Each free tool solves a problem their target

audience has

Achievements: • Tens-of-thousands of leads generated

Strategy & Results

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Traction strategy: • SEO (million of pages indexed)

Relationship to the core product: • Some of the people that use machine

translation for free are also interested in professional, human translation and pay for that

Outcomes: • Over 100,000 visitors per day

Strategy & Results

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Pablofree social media images

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Traction strategy: • Internal customers communication• PR and content marketing• Word of mouth

Relationship to the core product: • Integration with the core Buffer social media

management app• Makes the core product more useful• Fast, simple, unique solution

Outcomes: • Expanded customer base • Brand awareness: 5th most “Hunted”

product of all time on ProductHunt• Increase customer loyalty

Strategy & Results

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What is ClickMeter?

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Acquisition tool for core product ClickMeter

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Traction strategy: • Thought leadership/Content Marketing• Unconventional PR

Relationship to the core product: • Upsell advanced analytics

Outcomes: • 20+ times faster user acquisition

Our Strategy

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THANK YOU

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