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Today, I’m unpacking a fascinating conversation with Kieran Flanagan, CMO at Zapier and former SVP of Marketing at HubSpot. This discussion centers on Calendly, a scheduling app used by millions, and its strategic acquisition of Prelude.
We talk about the critical role of platforms in product-led growth (PLG) businesses. AI tools, for instance, are seen not as standalone products but platform features. Canva's freemium text image generator exemplifies a platform disrupting the market. Grammarly and Jasper also come up in the context of branding and market disruption.
Distribution is vital for platforms. Calendly's acquisition of Prelude, an HR enterprise tool, is a case in point. Flanagan compares Calendly's potential growth strategy to HubSpot's approach of building individual hubs around the contact record, each catering to different roles like marketing, sales, customer success, and operations.
We also explore the idea of Calendly morphing into a platform and integrating with other established products to multiply its value, for example, Gong, Outreach, Chorus, Jira, Monday, Asana, Dovetail, and Qualtrics.
Lastly, Flanagan shares some intriguing marketing ideas for Calendly, including acquiring a company like Lyre for its distribution capabilities and using Calendly to understand where time gets wasted or lost within an organization, thereby helping to optimize productivity.
About Kieran Flanagan
Introducing Kieran Flanagan:
* Current Chief Marketing Officer at Zapier and former Senior Vice President of Marketing at HubSpot.
* Known for strategic insights and innovative ideas in the tech industry.
* Expert in product-led growth (PLG) businesses and the importance of becoming a platform.
* https://www.linkedin.com/in/kieranjflanagan/
* https://twitter.com/searchbrat
Notes on the product, market, company and challenges
Product
* Calendly = scheduling app used by +10M people, from tech workers to yoga class instructors
* Vision: be THE go-to platform for work and leisure life planning
* Basic explanation: you want to schedule time with someone → all you need to do is share your Calendly, and they can pick a time
* You can set a time limit, charge them for your time, and define time slots
Company
* Founded in 2013 by Tope Awotona
* profitable today
* Valued at $3b in 2020 by raising $350M from investors + Awotona’s life savings
Growth
* Massive growth during the pandemic: 50% Y/Y revenue growth in 2021 (about $85M)
* growing faster than companies like Zapier or DocuSign
* 53% market share in the US
Market
* appointment scheduling market: ~$300M in 2021
* 13-19% CAGR (compound annual growth rate)
* predicted to reach $500-$700M in 2027
* Direct competitors: calendar.com, Setmore, Timetrade
* Indirect competitors: Google, Hubspot, Drift
* Trends:
* big players like Google getting into the market
* remote work = accelerant for scheduling software
* More professions use scheduling software, e.g. doctors
Challenges
* Google entered the market: Google Workspace customers ($7.99) can provide scheduling with their Google Calendar
* 2nd largest calendar app after Outlook, > 500M people
* If Google Calendar was a social network, it would be bigger than Twitter or Snapchat
* Calendly needs to win the enterprise segment
* Calendly needs to build more features for verticals like Sales, HR or Productivity
Context of the episode
* Calendly acquired Prelude
* Predule = enterprise interview scheduling app for recruiting
* Prelude raised $2.4M and has hundreds of customers
* makes it easier to schedule a series of interviews (journey) with several stakeholders without the typical back and forth
* more than just scheduling: provides information to applicants, Interviewer prep, and hiring analytics
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
On their latest investor day, Founder and CEO Daniel EK presented 6 bets for the future, of which 3 are unknown. In this Tech Bound episode, Tommy Walker and Kevin discuss the 3 unknown bets Spotify might pursue as part of its strategy.
They discuss the importance of infrastructure for live streaming and the potential for an incubator program to help discover new artists. They also discuss the possibility of independent artists being able to provide a Patreon equivalent on Spotify and concert streaming.
SHOW NOTES
Spotify investor day
The Content Studio
The Cutting Room show
TIME STAMPS
00:01:25 - The six bets for Spotify's future
00:02:45 - Live streaming
00:11:15 - An incubator program for new artists
00:16:35 - A Patreon equivalent on Spotify
00:21:45 - Concerts
00:27:15 - Data analysis and personalization in the music industry
00:32:00 - Marketing music in the digital age
00:37:00 - How Spotify could test artists for their potential
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
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In this episode, I chat with Ramli John, onboarding expert and author of the book "Product-Led Onboarding." Ramli shares his journey into the field of onboarding and the importance of effective onboarding for customer retention. We talk about the difference between product-led and sales-led onboarding and the Eureka model, which includes three stages: the aha moment, activation, and habituation. Ramli provides insights into setting goals and metrics for successful onboarding, creating user personas, and the importance of a seamless user experience. We also venture into his process for writing a book and the role of beta readers. Tune in to learn how to optimize your onboarding process for growth and success.
Why onboarding is critical for Growth
Onboarding is critical for Growth because it helps users understand the value of a product and sets the foundation for a positive user experience. Done well, onboarding can lead to increased customer retention and, ultimately, revenue.
5 takeaways about onboarding
* Focus on onboarding as a crucial aspect of customer retention.
* Consider the difference between product-led and sales-led onboarding.
* Use the Eureka model for onboarding, which includes three stages: aha moment, activation, and habituation.
* Set clear goals and metrics for onboarding success.
* Create user personas and provide a seamless user experience in onboarding.
The Eureka model for onboarding
The Euroka model includes three stages:
* The aha moment: the user realizes the value of the product or service
* Activation: activation is when the user takes action to start using the product
* Habituation: habituation is when the user becomes a regular and habitual user of the product
These stages should be thought of as a journey that the user goes through in order to fully engage with and benefit from the product.
Show Notes
* ramlijohn.com
* twitter.com/RamliJohn
* https://www.linkedin.com/in/ramlijohn/
* Product-Led Onboarding book
Timestamps
02:20 - Ramli John's journey into onboarding and expertise in the field
07:30 - The impact of onboarding on customer retention
11:10 - Product-led vs sales-led onboarding: which is better?
14:30 - The Eureka model for onboarding and its three stages
18:20 - Setting goals and metrics for successful onboarding
21:20 - Creating user personas for effective onboarding
25:10 - The importance of a seamless user experience in onboarding
29:00 - Different types of onboarding teams and their responsibilities
35:00 - The role of customer success and marketing teams in onboarding
37:00 - The process of writing a book and the importance of beta readers
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:00 introduction
1:07 Amanda’s path from chef to content marketer
5:48 Mise en place in content marketing
6:28 How to write amazing Twitter threads
12:44 Repurposing content
18:52 Powerful mental models
25:53 How to grab attention
30:07 How to find your target audience’s pain points
38:41 How to balance work and family
41:45 How Memes fit into content strategy
45:41 Starting vs planning
SHOW NOTES
Amanda's website: https://amandanat.com/
Amanda on Twitter: https://twitter.com/amandanat
Sparktoro: https://sparktoro.com/
FOR MORE
Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo: https://www.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1
Simplecast: https://tech-bound-podcast.simplecast.com/
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
SHOW NOTES
Eric Siu on Twitter: @ericosiu or https://twitter.com/ericosiu
Leveling up: https://www.levelingup.com/
Single Grain: https://www.singlegrain.com/
Leveling up NFT: https://heroes.levelingup.com/heroes/
LVMH: https://en.wikipedia.org/wiki/LVMH
TIMESTAMPS0:00 Intro
1:30 What LVMH is and why you should care
6:26 Arnault Bernard’s growth thesis
7:30 Idea 1 = collaborations with big NFT brands
9:40 Idea 2 = cross and upselling between brands
13:36 Idea 3 = insurance as added service
16:36 Idea 4 = product refurbishing
20:40 Idea 5 = attention M&A
27:20 Idea 6 = gaming skins
32:04 Leveling up
33:35 founder skills
35:10 gamifying life
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
Timestamps
0:00 Warmup questions
5:27 Important metrics SEO tools can’t provide
10:20 How will Yep make Ahrefs better?
16:35 The biggest bet Tim took that paid off
20:13 How Ahrefs manages to not run out of keywords to write about
22:28 How to decide when to refresh content
27:06 Is SEO becoming more product than marketing?
33:33 Ahrefs most underutilized feature
40:29 How to differentiate from all the other SEO tools
44:15 The future of SEO tools
49:07 Tim’s secret believe
51:22 The place of social media in today’s marketing
56:23 What Tim wishes for the SEO community
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
2:06 How Trung thinks about what he’s doing
4:20 Trung’s content creation process
7:56 Working on the headline vs. the rest of a story
8:36 How long it takes to write a Twitter thread
10:02 How to add humor to content
12:01 Standup comedy
14:12 How Trung creates memes
18:09 Elon Musk’s tree trunk theory for building knowledge
21:48 Trung’s book recommendations
24:24 The unique benefit of audio content
28:35 The value of anchor content
31:25 Workweek - a new media company
34:19 Monetizing content
35:23 Shopify and equity
SHOW NOTESAsml Twitter thread: https://twitter.com/trungtphan/status/1429464889307762688?lang=en
Imgflip: https://imgflip.com/
Mematic app: https://play.google.com/store/apps/details?id=net.trilliarden.mematic&hl=en_US&gl=US
The Prize by Daniel Yergin: https://bookshop.org/books/the-prize-the-epic-quest-for-oil-money-power/9781439110126
Trung Phan Bloomberg articles: https://www.bloomberg.com/opinion/authors/AVrHdCE3O1I/trung-phan
Trung on Twitter: https://twitter.com/TrungTPhan?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
SatPost: https://trungtphan.com/subscribe/
Not Investment Advice podcast:
https://www.youtube.com/channel/UC3r8rBjnMzsdgYC3b1sziwA
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
1:07 The definition of a hustler
2:45 Is “hustle culture” wrong?
9:51 What hustle looks like for Ross day-to-day
11:18 Ross’ schedule and productivity routine
14:09 How Ross runs Foundation Marketing
17:16 How Ross writes break-downs
19:24 Adobe - doing great content marketing
22:04 How to breakthrough content marketing plateaus
25:42 Thinking of Content Marketing as an investment
28:05 Content Marketing Trends
33:46 How to stand out in a content commodity world
37:31 Every SaaS company looks the same
40:43 Advice for anyone who is struggling or broke
SHOW NOTES
https://hustleandgrind.co
https://foundationinc.co
https://rosssimmonds.com
https://foundationinc.co/lab/adobes-200-billion-unshakeable-moat/
Convo with peep laja: https://www.youtube.com/watch?v=b89EefIrt_E
Google Duplex: https://ai.googleblog.com/2018/05/duplex-ai-system-for-natural-conversation.html
Product Hunt: https://www.producthunt.com/
Stand out guide: https://content.rosssimmonds.com/stand-out-guide1
Foundation marketing Adobe case study: https://foundationinc.co/lab/adobes-200-billion-unshakeable-moat/
FOR MORE
Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo: https://www.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1
Simplecast: https://tech-bound-podcast.simplecast.com/
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:00 Introduction
1:08 Why is it crucial to build an audience
1:53 The best way to build an audience
3:52 The importance of a strategic narrative
8:08 How to build a strategic narrative step-by-step
13:20 The power of category generation
17:48 Serving an underserved niche in a big market
19:37 The Cambrian SaaS explosion
22:50 Building brand salience
25:34 Product Expansion and transient advantages
30:24 How Google is a monopoly and stuck at the same time
33:12 Competing on price
41:00 How to combine messaging and narrative
SHOW NOTES
The end of competitive advantage: https://hbr.org/2013/08/the-end-of-competitive-advanta
Wynter: https://wynter.com/
CXL: https://cxl.com/
Peep on Twitter: https://twitter.com/peeplaja
FOR MORE
Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo: https://www.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1
Simplecast: https://tech-bound-podcast.simplecast.com/
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
1:09 SEO guidelines for writers in 2021
7:59 Creativity when writing for SEO
10:43 Mediocre vs. top-notch content briefs
17:00 Content briefs for inhouse vs freelance writers
20:22 How to motivate writers
23:34 How GPT-3 will change the content landscape forever
31:25 How to develop the best piece of content on the web for a certain topic
35:36 What data to put into a content brief
38:55 How machine learning changes the Google search results
41:11 Is there a place for websites in Google’s future?
SHOW NOTES
Bill King’s podcast: www.billkingtm.com/podcast
Frase: www.frase.io
GPT 3: https://openai.com/blog/openai-api/
FOR MORE
Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo: https://www.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1
Simplecast: https://tech-bound-podcast.simplecast.com/
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:00 Introduction
0:50 Fighting injustice and prejudices with e-commerce
7:44 What it's like to start a DTC business as an SEO
10:48 The vision for Afrodrops
15:25 Improving internal search for e-commerce
20:05 Internal search best practices
21:11 The DTC brands and marketplaces that are killing it right now
26:40 The impact of the pandemic on e-commerce
30:41 Growth categories in e-commerce
35:19 The next generation of e-commerce
37:58 The challenge of going from offline retail to e-commerce
SHOW NOTES
https://afrodrops.com
https://lukecarthy.com
https://www.asos.com
https://www.heinz.com
https://www.fast.co
https://www.shopify.com
https://stripe.com
https://www.cnbc.com/2021/02/10/walmarts-use-of-tiktok-will-likely-continue-even-if-oracle-deal-unravels.html
https://www.primark.com
FOR MORE
Subscribe to the Youtube channel
Subscribe to the Growth Memo
Follow me on Twitter
iTunes
Spotify
Simplecast channel
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:31 How to dominate a category in SEO?
4:01 The best book for promoting your first e-commerce store
6:54 Does Google love Shopify?
8:18 How much can you earn as SEO?
9:54 Do topic clusters still work?
11:04 Joining Shopify
SHOW NOTES
Rory Sutherland - Alchemy
Shopify guide
FOR MORE
Subscribe to the channel for more videos
Subscribe to the Growth Memo
Follow me on Twitter
iTunes
Spotify
Simplecast
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:00 Introduction
0:53 Marketing Showrunners
4:09 How to come up with topics that capture people
6:09 The top 3 podcasting mistakes
10:34 Jay's formula for good premises
22:53 How much personality plays a role in podcasting
25:53 Bringing an established podcast to the next level
30:26 The best metrics to evaluate podcasts
35:20 What tools Jay recommends to use
37:46 Examples of great shows
39:38 Jay coaches me for Tech Bound
49:44 The Growable Shows course
SHOWNOTES
https://jayacunzo.com
Jay's Book "break the wheel": https://bookshop.org/a/24650/9781544501055
Helpscout documentary Against the Grain: https://www.helpscout.com/blog/introducing-against-the-grain
3 clips: https://3clipspodcast.com/
Unthinkable: https://jayacunzo.com/unthinkable-podcast
Radiolab podcast: https://www.wnycstudios.org/podcasts/radiolab
The moment podcast: https://podcasts.apple.com/us/podcast/the-moment-with-brian-koppelman/id814550071
Working it out: https://www.birbigs.com/working-it-out-pod
Reply all: https://gimletmedia.com/shows/reply-all
Binge Mode: https://www.theringer.com/binge-mode
Jay's course: growable shows https://jayacunzo.com/growable-shows
FOR MORE
Subscribe to the channel for more videos
Subscribe to Growth Memo for more content
iTunes
Spotify
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
TIMESTAMPS
0:00 Introduction
0:52 The key message of the book Product-Led SEO
3:09 Common misconceptions about SEO
7:37 Getting things done in SEO
10:18 SEO Product Managers
13:29 Should SEO be part of Marketing or Product?
18:18 Is stack ranking projects still up to date?
20:01 How to create more awareness for SEO inhouse
23:18 How to learn from the competition
30:59 Getting better at opportunity sizing
34:54 How much should you invest in SEO?
37:42 The compounding effect of SEO
40:00 The process of writing Product-Led SEO
SHOW NOTES
https://bookshop.org/a/24650/9781544519579
https://www.elischwartz.co/dave-goldberg-the-kindest-leader-i-ever-met/
https://www.elischwartz.co/
https://twitter.com/5le
https://www.linkedin.com/in/schwartze/
https://www.elischwartz.co/product-led-seo/
FOR MORE
Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo: https://www.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-podcast/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg&nd=1
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
In this Tech Bound podcast, I speak with legendary founder Joost de Valk about the importance of Schema for the web, the CMS landscape, and SEO Fitness. You probably know him from Yoast, the #1 WordPress plugin for SEO, but Joost has to offer way more.
TIMESTAMPS
0:00 Introduction
0:56 State of the CMS market
3:38 The rise of WordPress
7:32 The biggest challenges webmasters face today
10:14 SEO fitness and dieting
17:28 How important is technical SEO in 2021?
20:05 The future of rich snippets and Schema
24:39 A fully Schema-augmented web
29:08 Trust and Blockchain timestamps
33:38 What it’s like to run Yoast
36:02 The future of Yoast
37:50 OutroSHOW NOTES
Yoast CMS market share analysis: https://joost.blog/cms-market-share/
NY Times link rot analysis: https://www.theverge.com/2021/5/21/22447690/link-rot-research-new-york-times-domain-hijacking
(Free) duplicate post plugin: https://wordpress.org/plugins/duplicate-post/
Wordproof: https://wordproof.com/
Schema on Github: https://github.com/schemaorg/schemaorg
Yoast: https://yoast.com/
Twitter: https://twitter.com/jdevalk
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
All questions: https://twitter.com/Kevin_Indig/status/1382460583564480512
Timestamps
0:32 How does SEO look like in 3-6-12 months when you land a new job/start a new project in an agency vs startup vs enterprise environment?
3:02 Which low-hanging fruit do you spot most often when checking out new sites? Perhaps divide it into small, SaaS (b2b), and large, inventory-based sites.
4:12 If you could go back 5yrs and say one thing to your past SEO self what would it be?
5:24 What is your most complex enterprise SEO project aside from Shopify? And did this project use Shopify? :)
6:40 When you already have your keyword list, and its volumes/organic CTR based LOOSE traffic potential, how do you create estimates/forecasts that are useful vs unrealistic/impossible?
8:42 When SEO traffic is almost flat line with no growth for more than 6 months, what should I do differently, where to go for ideas?
9:51As a startup, Should you first invest in SEO or Paid ads?
11:50 If there’s anything I learned from this post, it’s that SEOs like talking about the idea of SEO rather than actually doing it. Search landscape is always changing, adapt or get out. Time spent complaining is time better spent working.
12:45 How can I grow SEOTesting.com with a bootstrapped budget?
13:56 What areas do you think SEOs do not spend enough time talking or researching about?
14:54 SEO tips every early-stage founder should know!
16:22 If you had to pick one, what change are you/or have you implemented at Shopify that you're most excited about?
17:04 How can you grow in a competitive industry without buying links?
18:32 Where is the industry headed? Will SEO be a thing in 5 years?
19:55 Have you ever tried reverse engineering google algorithms to know how they actually work?
20:54 Where do ideas come from? Can we train our brains to be idea machines (big or small)?
22:00 The most persistent piece of SEO advice out there that you flat out disagree with?
23:14 What leads to a healthy SEO team culture? (And does "healthy" evolve with the company stage/size?)Shownotes
First 90 days by Michael Watkins: https://bookshop.org/a/24650/9781422188613Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo for more content: https://www.kevin-indig.com
Follow me on Twitter: https://twitter.com/Techbound2
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg
Soundcloud: https://soundcloud.com/kevin-indig
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
Guillaume Cabane comes on the Tech Bound podcast to talk about investing your time like a VC, building Growth roadmaps, and running experiments. A true master of his craft, Guillaume is the former VP of Growth at Drift, Segment, and Mention, current VP of Growth Gorgias, and advisor to G2, Abstract, Metadata, Madkudu, MonkeyLearn.
Timestamps:
0:00 Introduction
1:23 Be the VC of your time
4:28 The risk-taker and tinkerer mindset
8:57 The first things Guillaume would look at when growing a company with strong PMF
12:18 When to be CAC-efficient and when not
15:16 Building a Growth roadmap
17:32 The master's tools
20:43 EVELYN - Experiment Velocity Engine Lifting Your Numbers
24:49 What distinguishes good from bad experiments
27:47 Creating value where others don't see value
31:36 Guillaume's Zone of Genius
31:56 Teams over Self
32:16 How failure set Guillaume up for successShow notes
https://twitter.com/guillaumecabane?lang=en
https://www.linkedin.com/in/cabane/
www.kustomer.com
www.madkudu.com
EVELYN: https://airtable.com/universe/expZpCNVlkaoLGNAr/evelyn-experiment-velocity-engine-lifting-your-numbers
Cialdini - Influence: https://bookshop.org/books/influence-the-psychology-of-persuasion-revised/9780061241895
Shackleton - Voyage: https://bookshop.org/books/endurance-shackleton-s-incredible-voyage-anniversary/9780465062881Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com
Follow me on Twitter: https://twitter.com/Kevin_Indig
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg
Soundcloud: https://soundcloud.com/kevin-indig#growth #growthmarketing #vc
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
Nigel Stevens, CEO & Founder of Organic Growth Marketing and former Head of SEO of BigCommerce, talks to me about using SEO data the right way, SEO forecasting, and how agencies can provide real value to their customers.
Timestamps:
0:00 Introduction
1:16 How SEOs should think about data
2:53 SEO opportunity sizing
5:55 Translating traffic potential into Dollars
7:16 Slicing traffic forecasts into scenarios
8:46 Forecasting for different business models
11:00 Micro conversions
14:02 Nigel's tools
15:37 Projecting traffic inhouse vs. agency-side
18:30 What SEO agency clients care about
21:38 Client retention for SEO agencies
25:38 What in SEO can you prove with data and what not?
29:37 How to think when working with imperfect data
31:33 Good hypothesis formulation
33:02 How to sell imperfect data to clients
34:48 Planning for the year ahead
36:52 rapid-fire questionsShow notes:
www.similarweb.com
www.ahrefs.com
Nassim Taleb - Black Swan: https://bookshop.org/books/the-black-swan-second-edition-the-impact-of-the-highly-improbable-with-a-new-section-on-robustness-and-fragility/9780812973815
Hotjar: www.hotjar.com
Nigel on Linkedin: www.linkedin.com/in/nigel-stevens-67218068
marketingog.comSubscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo for more content: https://growthmemo.kevin-indig.com/
Follow me on Twitter: https://twitter.com/thegrowthmemo
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg
Soundcloud: https://soundcloud.com/kevin-indig
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
Jimmy Daly is the founder of Superpath and former VP of Growth at animals, one of the leading agencies and advocates of content marketing. Jimmy and I speak about being successful at the business side of content marketing, his new company Superpath, and how content marketers can build a six-figure income career.
Timestamps:
0:00 Introduction
0:52 Why is there so much lukewarm content out there?
2:56 What makes content marketing teams successful
6:27 How the best content marketing teams measure their success
9:13 Pitching the business impact of content marketing to decision-makers
10:28 Making room for "the creative" while going driving revenue
14:03 How Jimmy would set up a content marketing strategy for a new brand
15:39 The difference between content marketing for companies with long vs short sales cycles
18:29 What to invest your money in
20:43 The best content marketing campaigns Jimmy has seen
22:53 Outstanding content marketing
25:13 Why Jimmy founded Superpath
28:40 The vision for Superpath
31:20 Hiring content marketing talent
32:54 Building a content marketer career
35:54 Jimmy's content marketing strategy for Superpath
39:47 Rapid fire questionsShow notes:
www.jimmydaly.com
www.superpath.com
superpath.co
www.groovehq.com/blog/100kSubscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1
Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com
Follow me on Twitter: https://twitter.com/Kevin_Indig
iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659
Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg
Soundcloud: https://soundcloud.com/kevin-indig
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com -
Will Critchlow, founder and CEO of Searchpilot and organizer of Search Love, talks about the ins and outs of SEO testing. We also cover how SEO changed over the last 15 years and how curiosity is the key to last a long time in the game.
Timestamps
0:00 Introduction
0:50 How Search Pilot was born
3:13 The basics steps of SEO experiments
6:18 How to pick the right sample size and understand statistical significance
9:04 The limitations of SEO testing
13:21 How Searchpilot creates such great case studies
20:53 The challenges of flawed SEO data
23:15 How exactly Will + Team set SEO experiments up
26:27 The biggest mistake people make with SEO experiments
31:11 Finding good SEO experiment ideas
34:16 How SEO has changed over the last 15 years
40:12 A change of the Google guard
45:54 What keeps Will in the gameShow notes
www.searchpilot.com
www.brainlabsdigital.com
Searchpilot case studies: www.searchpilot.com/resources/case-studies/
"Fifteen Years is a long time in SEO" on Moz: moz.com/blog/15-years-in-seo
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tech-bound.com - Mehr anzeigen
