TIMESTAMPS

02:40 – Data makes content more exciting

13:16 – Breaking down data into content and actionable tasks
17:50 – The hardest part of creating content based on data

24:00 – Why the product and marketing team should work together, and what opportunity is being missed

26:30 – Data is not interesting to everyone

29:30 – How Platypus never runs out of data

34:00 – Brainstorming content

GUEST BACKGROUND

Katie Johnson is the Marketing Manager at Platypus, an HR tech startup with a mission to reinvent the future of work by prioritizing company culture. Katie started her career in marketing in 2017 and previously led the marketing activity at the award-winning search and behavioral science agency, Reflect Digital, supporting the company's ambitious growth and revenue targets.

MAIN INSIGHT

Bringing data into your culture can help your team craft better content, which leads to successful marketing campaigns.

KEY TAKEAWAYS

1. Content is king, and data is the castle
2. Change and adapt your content strategy, and focus on the key data findings
3. Helping people see the actual benefit of your product can help increase the traffic on your website
4. Writers love it when you have proven data
5. Creating content that is backed up by data is a huge authority builder
6. Data can help you get more backlinks which in return helps to boost your SEO
7. Too much branding can hurt your content

PRACTICAL STEPS

1. Gather data
2. Identify the patterns, themes, and correlation
3. Blend the data into your content strategy
4. Work with your team to figure out the content theme
5. Make the content digestible and easy to read
6. Review how the content performs

TIPS FOR SUCCESS

1. Work closely with your data scientist
2. Make the data interesting for your audience
3. Jump into your audience's shoes and see if it’s valuable to them
4. Ask your customers what data they want to see

MORE FROM PLATYPUS

Platypus is an HR and recruitment tool that measures cultural drivers of people across the organization to help you qualify decisions on hiring and managing your culture. Learn more at Platypus.io

TIMESTAMPS

00:57 – The most difficult science and how he got into marketing
08:18 – Evaluate works from a customer perspective
12:24 – Achieving an integrated marketing strategy
18:00 – How to get enough data efficiently
19:58 – How to make sure your teams are working in the same direction
25:38 – Using leading and lagging indicators in goal setting
27:44 – Understanding factors that can affect your metrics
30:12 – Determining controllable and uncontrollable metrics

GUEST BACKGROUND

Nishchal Dua is a remote work evangelist, co-founder of The Remote Work Summit, and the Director of Marketing at Airmeet. With 8+ years of B2B SaaS marketing experience, Nishchal has seen the B2B buyer's journey evolve from a top-down funnel to a roller-coaster ride.

MAIN INSIGHT

Most SaaS companies don’t have an integrated campaign strategy, which puts them in a position to fail and burn money on marketing.

KEY TAKEAWAYS

1. Winning people with your idea is difficult
2. Marketing is about building the right relationship with your customers
3. Marketing is a way of connecting people and getting them to the right place that will help them
4. As your company grows – never forget to always look at the bigger perspective and make sure that every decision aligns with it
5. If your revenue is not growing, the problem is not with the efforts, but with the direction you are moving
6. Everybody has to be aligned on the same goal for autonomy to work
7. Prioritizing your campaign and goal will save you from doing unnecessary tasks
8. Evaluate the WHY of the activity and the effort you’ll be doing
9. Ask for enough advice to get enough answers
10. Think of your reports to executives not from a delivery standpoint, but based on campaign success reporting

PRACTICAL STEPS

1. Get feedback from leaders and executives before executing a plan
2. Identify the part of the funnel that you want to work on
3. Identify the levers you can pull
4. Share it with your team and get feedback on how they can impact the funnel

TIPS FOR SUCCESS

1. Always look at the big picture
2. Stop thinking that you can do it alone as a marketer
3. Get enough data before jumping into a decision

MORE FROM AIRMEET

Airmeet is the fastest-growing platform for hosting a rich variety of virtual events. From Hackathons to ice-breakers, panel discussions to workshops, Airmeet’s intuitive experience delivers on organizers' expectations for a wide range of events and not just conferences. Learn more at airmeet.com

TIMESTAMPS

02:00 – Insights on growing the company

06:02 – Getting direct feedback from prospective customers

06:52 – Dealing with different marketing design ideas

11:00 – How to make marketing design work

12:14 – Minimum work needed to get you to your customers

16:01 – What companies should be doing before creating different platforms

16:38 – What assets to test and not to test

GUEST BACKGROUND

Sharon Biggar is currently the VP of Marketing & Sales at Hotjar, a tool that provides product experience insights to over a million websites worldwide. Sharon recently spearheaded a company rebrand that helped Hotjar’s revenue grow more than 50% last year.

MAIN INSIGHT

Keeping your customer at the heart of marketing helps you be more intentional and avoid burning money on testing.

KEY TAKEAWAYS

1. The core of marketing today is analytics
2. Marketing has to be data-driven at its core
3. Keep the customer at the heart of marketing
4. Prospective customers can give you great, honest, and straightforward feedback
5. An advert needs to be understood before making it beautiful

PRACTICAL STEPS

1. Give up the idea that a beautiful advertisement is going to be the most effective
2. Identify the minimum viable concept that you can deliver to your prospective customer
3. Get feedback from your customers

TIPS FOR SUCCESS

1. Develop empathy with your customer
2. Do not assume that you understand your customers
3. If the cost of testing outweighs the cost of producing the asset and getting it live, it’s suggested not to test it, and if the cost of producing the asset is high, then it is to be tested

MORE FROM HOTJAR

Hotjar is an intuitive, visual way to discover, consolidate, and communicate user needs. Hotjar provides product experience insights which shows how your users are experiencing your website and how to improve your website so that users have a great digital experience. Learn more at hotjar.com

TIMESTAMPS

02:00 – Insights on growing the company

06:02 – Getting direct feedback from prospective customers

06:52 – Dealing with different marketing design ideas

11:00 – How to make marketing design work

12:14 – Minimum work needed to get you to your customers

16:01 – What companies should be doing before creating different platforms

16:38 – What assets to test and not to test

GUEST BACKGROUND

Sharon Biggar is currently the VP of Marketing & Sales at Hotjar, a tool that provides product experience insights to over a million websites worldwide. Sharon recently spearheaded a company rebrand that helped Hotjar’s revenue grow more than 50% last year.

MAIN INSIGHT

Keeping your customer at the heart of marketing helps you be more intentional and avoid burning money on testing.

KEY TAKEAWAYS

1. The core of marketing today is analytics
2. Marketing has to be data-driven at its core
3. Keep the customer at the heart of marketing
4. Prospective customers can give you great, honest, and straightforward feedback
5. An advert needs to be understood before making it beautiful

PRACTICAL STEPS

1. Give up the idea that a beautiful advertisement is going to be the most effective
2. Identify the minimum viable concept that you can deliver to your prospective customer
3. Get feedback from your customers

TIPS FOR SUCCESS

1. Develop empathy with your customer
2. Do not assume that you understand your customers
3. If the cost of testing outweighs the cost of producing the asset and getting it live, it’s suggested not to test it, and if the cost of producing the asset is high, then it is to be tested

MORE FROM HOTJAR

Hotjar is an intuitive, visual way to discover, consolidate, and communicate user needs. Hotjar provides product experience insights which shows how your users are experiencing your website and how to improve your website so that users have a great digital experience. Learn more at hotjar.com

TIMESTAMPS

03:21 – Knowing what marketing campaign works

12:09 – Setting up your ideal customer profile

14:11 – Steps to implement a marketing campaign

18:49 – Tips to have a successful marketing campaign

20:45 – Collecting everyone’s point-of-view and aligning everyone on one vision

23:51 – How to get the best insights

GUEST BACKGROUND

Nadia is passionate about connecting businesses with their ideal customers. She has accelerated growth strategies for many B2B companies in the SaaS, e-commerce, and tech industries. Her sweet spot is when marketing intersects with technology.

She is a leader that has helped build high-performance teams, producing triple-digit growth in engagement, acquisition, and revenue. In 2020, Nadia was added to Marketo's Fearless 50 list as one of the top 50 marketers in the world.

MAIN INSIGHT

Understanding your customer and creating customer intimacy will lead to the success of your product and marketing campaigns.

KEY TAKEAWAYS

1. You really need to understand your customers/users no matter what the stage of your company is
2. Customers decide if your marketing campaign is successful
3. Give your customers options on how to engage with you
4. Involve your whole team in figuring out your ideal customer profile
5. Create focus groups that are within your ideal customer profile
6. Create polls and surveys if you have a tight budget
7. The best insights come from actually talking to people

PRACTICAL STEPS

1. Create opportunities to interview your customer
2. Identify the pain points and AHA moments of your customer
3. Identify what they love about your product and what else they need
4. Identify why your customer chose you rather than competitors
5. Create ideal customer profile (ICP) by having a cross-department workshop
6. Make sure that everyone on your team is aligned and understands your actual customer

TIPS FOR SUCCESS

1. Get a lot of viewpoints from the executive chain
2. Listen to your customer before creating an ideal customer profile
3. Dedicate time to listening to customer calls
4. Test your homepage
5. Build a collaborative culture within your company
6. Maximize all your platforms in collecting customer feedback

MORE FROM PROPOSIFY

Proposify’s proposal software helps growing teams remove document bottlenecks and get visibility into the most important stage of your sales cycle: the close.

Learn more at proposify.com

TIMESTAMPS

03:21 – Knowing what marketing campaign works

12:09 – Setting up your ideal customer profile

14:11 – Steps to implement a marketing campaign

18:49 – Tips to have a successful marketing campaign

20:45 – Collecting everyone’s point-of-view and aligning everyone on one vision

23:51 – How to get the best insights

GUEST BACKGROUND

Nadia is passionate about connecting businesses with their ideal customers. She has accelerated growth strategies for many B2B companies in the SaaS, e-commerce, and tech industries. Her sweet spot is when marketing intersects with technology.

She is a leader that has helped build high-performance teams, producing triple-digit growth in engagement, acquisition, and revenue. In 2020, Nadia was added to Marketo’s Fearless 50 list as one of the top 50 marketers in the world.

MAIN INSIGHT

Understanding your customer and creating customer intimacy will lead to the success of your product and marketing campaigns.

KEY TAKEAWAYS

1. You really need to understand your customers/users no matter what the stage of your company is
2. Customers decide if your marketing campaign is successful
3. Give your customers options on how to engage with you
4. Involve your whole team in figuring out your ideal customer profile
5. Create focus groups that are within your ideal customer profile
6. Create polls and surveys if you have a tight budget
7. The best insights come from actually talking to people

PRACTICAL STEPS

1. Create opportunities to interview your customer
2. Identify the pain points and AHA moments of your customer
3. Identify what they love about your product and what else they need
4. Identify why your customer chose you rather than competitors
5. Create ideal customer profile (ICP) by having a cross-department workshop
6. Make sure that everyone on your team is aligned and understands your actual customer

TIPS FOR SUCCESS

1. Get a lot of viewpoints from the executive chain
2. Listen to your customer before creating an ideal customer profile
3. Dedicate time to listening to customer calls
4. Test your homepage
5. Build a collaborative culture within your company
6. Maximize all your platforms in collecting customer feedback

MORE FROM PROPOSIFY

Proposify’s proposal software helps growing teams remove document bottlenecks and get visibility into the most important stage of your sales cycle: the close.

Learn more at proposify.com

TIMESTAMPS

03:10 – What is a “K Factor”, and why it gives Contractbook exponential growth

08:29 – Why Contractbook charge based on the automation they provide

09:20 – How Contractbook demonstrates value to their users

11:37 – Build trust and expose your user to the power of your platform

13:53 – How Covid helped their market and user to mature

16:30 – Finding different angles to invite more customers

20:02 – Why you should invest in bottom-of-funnel marketing even in the early stages of your business

GUEST BACKGROUND

Niels Martin Brøchner is CEO of multiple startups and currently CEO at Contractbook.com, software that innovates the PDF and makes contract flow less chaotic. He believes you can learn and reuse a lot of unique approaches from other people but still focus on the hand you're dealt instead of what others have done in the past.

MAIN INSIGHT

Identifying and focusing on a solid go-to-market strategy that suits your product helps your company grow exponentially.

KEY TAKEAWAYS

1. Charging your customers is all about the value and solution you provide to them
2. Leverage your customers and their networks
3. Expose your users to the power and value of your platform
4. Remember to experiment and change your strategy to make great progress in your company
5. Narrow your focus on the user experience and how they can share your product
6. Hire someone who can understand and convert opportunity to sales
7. Activation should be easy for your user 

PRACTICAL STEPS

1. Identify who your users are
2. Identify the user journey
3. Find out how you want to invite your users and how your users can invite other users 

TIPS FOR SUCCESS

1. Find one thing that your competitors can’t do and leverage it 

MORE FROM CONTRACTBOOK

Contractbook helps you streamline every step from contract creation to post-signature handoffs. Learn more at contractbook.com

TIMESTAMPS

03:10 – What is a “K Factor”, and why it gives Contractbook exponential growth

08:29 – Why Contractbook charge based on the automation they provide

09:20 – How Contractbook show enough value to their users

11:37 – Build trust and expose your user to the power of your platform

13:53 – How does covid help their market and user to mature

16:30 – Finding different angles to invite more customers

20:02 – Why you should invest in the BOF even in the early stage

24:33 – How Facebook leverage network and why Contractbook is different

GUEST BACKGROUND

Niels Martin Brøchner is CEO of multiple startups and currently CEO at Contractbook.com, software that innovates the PDF and makes contract flow less chaotic. He believes you can learn and reuse a lot of unique approaches from other people but still focus on the hand you’re dealt instead of what others have done in the past.

MAIN INSIGHT

Identifying and focusing on a solid go-to-market strategy that suits your product helps your company grow exponentially.

KEY TAKEAWAYS

1. Charging your customers is all about the value and solution you provide to them
2. Leverage your customers and their networks
3. Expose your users to the power and value of your platform
4. Remember to experiment and change your strategy to make great progress in your company
5. Narrow your focus on the user experience and how they can share your product
6. Hire someone who can understand and convert opportunity to sales
7. Activation should be easy for your user

PRACTICAL STEPS

1. Identify who your users are
2. Identify the user journey
3. Find out how you want to invite your users and how your users can invite other users

TIPS FOR SUCCESS

1. Find one thing that your competitors can’t do and leverage it

MORE FROM CONTRACTBOOK

Contractbook helps you streamline every step from contract creation to post-signature handoffs. Learn more at contractbook.com

TIMESTAMPS

00:00 – Introduction

00:42 – How the company started

02:05 – Truth discovered is more powerful than truth revealed

04:02 – Earned Insight into being an SEO Expert

09:00 – Concept of Art of War in marketing campaign

13:40 – SEOs are different from writers

16:00 – How SEO can scale up traffic to your website

19:30 – Implementing Organic Content Strategy successfully

28:28 – Conversion rate optimization

GUEST BACKGROUND

Alexander De Ridder is the Co-Founder, CTO, and Creator of the INK Editor, a new AI content performance optimization platform. Ink’s award-winning technology has helped deliver over 1 million more organic visitors per month for Fortune 100 companies and freelance content creators alike.

MORE FROM INK

INK was founded in 2017 by leaders in search marketing optimization. They are on a mission to help the world communicate with purpose and craft Natural Language Optimization AI models to understand the meaning of content and uncover the nuances of what makes it perform.

INK helps your content to be found, to engage and to convert – so that you and your business can rise above the noise.

Learn more at inkforall.com

MAIN INSIGHT

Paid marketing can be a waste of money if your organic marketing is not yet established.

KEY TAKEAWAYS

1. Earned insights are some of the most valuable things you could have in your business
2. Truth discovered is more powerful than truth revealed
3. Paid marketing can be used to A/B test marketing channels
4. Create and write content with a purpose
5. Content that once ranked and became popular may drop off

PRACTICAL STEPS

1. Analyze your product and understand what problems need to be solved
2. Ask yourself who is suffering from that problem the most (target market)
3. Ask that group of people, “what are they looking for online to solve their problem’
4. Collect all the terms related to it and keywords around it
5. Pick one type of audience
6. Hire someone expert to go and help create a content plan
7. Start executing and creating that content

TIPS FOR SUCCESS

1. Optimize your content for a good user experience
2. Make good use of tools relevant to SEO/optimization
3. Google values trust, so keep on creating content on the same topic
4. Not all SEOs are good writers, and good writers are not all SEOs

TIMESTAMPS

00:00 – Introduction

00:42 – How the company started

02:05 – Truth discovered is more powerful than truth revealed

04:02 – Earned Insight into being an SEO Expert

09:00 – Concept of Art of War in marketing campaign

13:40 – SEOs are different from writers

16:00 – How SEO can scale up traffic to your website

19:30 – Implementing Organic Content Strategy successfully

28:28 – Conversion rate optimization

GUEST BACKGROUND

Alexander De Ridder is the Co-Founder, CTO, and Creator of the INK Editor, a new AI content performance optimization platform. Ink’s award-winning technology has helped deliver over 1 million more organic visitors per month for Fortune 100 companies and freelance content creators alike.

MORE FROM INK

INK was founded in 2017 by leaders in search marketing optimization. They are on a mission to help the world communicate with purpose and craft Natural Language Optimization AI models to understand the meaning of content and uncover the nuances of what makes it perform.

INK helps your content to be found, to engage and to convert – so that you and your business can rise above the noise.

Learn more at inkforall.com

MAIN INSIGHT

Paid marketing can be a waste of money if your organic marketing is not yet established.

KEY TAKEAWAYS

1. Earned insights are some of the most valuable things you could have in your business
2. Truth discovered is more powerful than truth revealed
3. Paid marketing can be used to A/B test marketing channels
4. Create and write content with a purpose
5. Content that once ranked and became popular may drop off

PRACTICAL STEPS

1. Analyze your product and understand what problems need to be solved
2. Ask yourself who is suffering from that problem the most (target market)
3. Ask that group of people, “what are they looking for online to solve their problem’
4. Collect all the terms related to it and keywords around it
5. Pick one type of audience
6. Hire someone expert to go and help create a content plan
7. Start executing and creating that content

TIPS FOR SUCCESS

1. Optimize your content for a good user experience
2. Make good use of tools relevant to SEO/optimization
3. Google values trust, so keep on creating content on the same topic
4. Not all SEOs are good writers, and good writers are not all SEOs