By Stephano Pochet, Growth at Mastered (https://twitter.com/stefanopochet) Entreprendre n’est pas inné et 80% des erreurs peuvent être évitées. Ne perds pas de temps, offre-toi Koudetat : http://bit.ly/koudetat-youtube Inscrivez-vous au prochain meetup! — http://www.meetup.com/GrowthHackingParis Inscrivez-vous à la newsletter pour ne pas rater les prochains évènements ! — http://www.thefamily.co/events/ Suggestions, idées de speakers, feedbacks always welcome ! http://buff.ly/1CRdh0d

1. Stefano Pochet
Leveraging free and
paid channels to fuel
growth

2. Head of Growth at Mastered
Growth Hacker at BlikBook, Visual.ly and Fanpage.it
Freebar.com
Stefano Pochet

3. Growing Visual.ly B2B customare base with
cold emailing
Leveraging free channels to fuel Growth

4. Visual.ly offered marketing content production
to businesses
Great product, experiencing 50% month over
month organic growth
Visual.ly, B2B infographic marketplace

5. Responsible for growing the number of quality
leads to Visual.ly marketplace
We were searching for more companies that
wanted to produce marketing content using
Visual.ly
Not managing marketing budget
Growth Team at Visual.ly

6. Main source of leads were the infographic
showcase website and the blog
- improved the lead acquisition funnel,
enhanced email marketing campaigns, data
analysis, lead assignment prioritization
- Created a new channel: cold email
prospecting
Strategies developed

7. What is cold email prospecting?
Sending marketing emails to people who had
no prior contact with you

8. Does cold emailing really work?
Yes, if done right
At Visual.ly a successful cold email strategy:
● Has brought 30 new qualified leads daily
● With minimum negative side effects to
Visual.ly brand

9. 1. Writing an effective email template
● Make it look like a manually written email
● Send it from a senior member of the company
● Be short and direct
● Communicate your brand reputation (mention your clients, link case
studies)
● A/B test the subject line

10. 2. Capture recipient attention
● The key is to use data to generate a very personal email for the
recipient. Try to use data about his location or about the company
he works in.
○ At Visually we were sending emails only when we had good
detailed data about the recipient
● In case you don’t have personal data:
○ Scrape data or use third party services (eg Fliptop and
Fullcontact) to get user personal information from an email
address
Your minimum goal should be a 4% reply rate

11. An email template example

12. Minimizing negative effects to the brand
● Make it look like a manually written email
● Be direct but not aggressive
● Do not send too many emails (ensure a minimum 4% reply rate)
● Track negative replies and if needed manually reply to some emails
● Never re-email the same person
● Scale it slowly
● Limit the number of daily emails sent to each organization
● Exclude specific companies/emails

13. Scaling it
● Use a reliable email platform. Use Intercom
● Build an efficient process to handle replies and qualify leads
○ Some customers will require up to 5 replies to be ready for a
phone call
● Keep track of open rate/reply rate/conversion rate/negative
feedback for each email segment
● Send the email at the right timing. Monday and mornings perform
better
● Automate it
○ Connect your CRM/website to remove existing leads

14. Some tips
● Recursively parse Fliptop and Fullcontact!
● To automate reply handling you can use Google prediction API
● A quality lead algorithm can help in qualifying leads

15. Getting emails (1)
Inbound
● Users signed up to your website/blog/app
○ +30% email with data adding login via Facebook
● Reparse your existing user base through Fliptop and Fullcontact

16. Getting emails (2)
Work on the UI. Some examples:
● In forms, store the user email input before it is actually submitted
● Use widgets at key sections:
○ OnExit popups. Anticipate the user’s intent to leave the site and
show an appealing call to action

17. Getting emails: working on UI

18. Getting emails (3)
Outbound
● Third party services (eg Leadspace)
● There are websites where you can scrape emails
○ At BlikBook our target market were University Teachers, so
over 90% of our target market had data publicly available
online

19. Is cold emailing legal?
It’s borderline. It depends on where you get the email addresses and
the content of the email.
If the email will look like a personal manually written email negative
feedback will be minimum

20. When you want to scale very fast ...
Leveraging Facebook Ads to grow Mastered
revenue in 3 months from 0 to £ 250k monthly
Leveraging paid channels to fuel Growth

21. Online fashion courses for professionals
Exclusive teachers
High price tag (£ 1000)
4 months acquisition, target 1000 bookings
Mastered

22. Growth Team at Mastered
Responsible for the growth through any
channel, including digital marketing
High Marketing budget (up to £ 100k monthly)
Ambitious target: grow from 0 to 250k revenue
in 3 months
*by the way, we are hiring growth hackers!

23. - Instagram, Email marketing, Pinterest,
Affiliates, Partnerships, Facebook groups,
Scraping ...
The best way to grow the revenue that fast is:
- Paid media
Strategies developed

24. Facebook ads
A wonderful growth hacker toy
With the right marketing and scientific skills it’s
possible to scale marketing efforts:
- very quickly
- keeping an high ROI
- with not much management

25. Growing with Facebook ads
Facebok ads is a marketplace
To guarantee high delivery the key is to have a
funnel in place so that you can show your ad at
a high enough CPM
- At Mastered the funnel structure has been
very important to make Facebook ads
profitable

26. Develop a Facebook ads strategy
1. Develop a strategy that works for a given
target audience.
a. Small audience is ok
b. Doesn’t have to be very profitable
2. Scaling it
a. Sometimes while scaling the efforts the ROI gets
better

27. Leverage what is great about Facebook ads:
a. Targeting criteria
i. At the beginning don’t worry about narrowing the
audience
b. The social factor
i. Excitement funnel sales
Let advertising be a fuel for a strong social strategy.
Developing the first strategy

28. Developing the first strategy
Your ad is not the post: is the post, the
comments, the likes and the shares
- At the beginning use organic posts and promote them to
your fan base before starting ads to new users
- Keep an eye to the comments
- Leave the ads on for a few days, with a minimum of
conversions (˜5 daily) to let the algorithm learn

29. Scaling it
Organize a number of adsets, each one with
enough number of users that can deliver some
conversions daily
- In Mastered case 2% click rate 2%
conversion rate: we needed at least 100.000
in each adsets to let the algorithm optimise
delivery

30. Scaling it, segmentation
Avoid too big audiences through segmentation
- At Mastered if size of the audience is over
500k we tend to segment it. We then simply
stop the one not performing good
Don’t target the same users in two adsets

31. Scaling it, new adsets targeting
Scale internationally if it’s an option for the
business (US can be organized like it is 10
countries)
Create all possible available lookalike allover
the world
- It can make sense to buy users with
negative ROI to build lookalike

32. Advanced tips for scaling it
Using a third party editor (I suggest Smart.ly):
- Automatically create all worldwide possible
lookalike (hundreds of adsets in one click)
- Automate adsets targeting exclusion
- Use algorithms to manage budget and
bidding of hundreds of adsets automatically

33. Thank you
We are hiring growth hackers at Mastered!
- https://www.mastered.com/jobs
- or email me at stefano@mastered.com

34. Let’s keep in touch
Stefano Pochet
@stefanopochet
angel.co/stefanopochet
uk.linkedin.com/in/stefanopochet