"How to Creates Massive Revenue without a Sales Team” by Kevin Indig, SEO Ninja at Atlasssian
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You don’t always need a sales-team to exponentially grow a company! Atlassian, Slack, Basecamp or Dropbox rapidly captured markets without one. In this presentation, you'll learn about: - How companies without sales-teams structure product and marketing - How “Land & Expand” works - How to create a Marketing Flywheel - How to structure a product around Network Effects ⚡️ Kevin Indig runs technical SEO at Atlassian and is a startup mentor at the German Accelerator. He has 10 years of experience in SEO and Growth Hacking, helping F500 companies and start-ups in Europe and the USA to grow. He worked with brands like eBay, Bosch, Samsung, Dailymotion, Pinterest, Columbia, UBS and many others.
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"How to Creates Massive Revenue without a Sales Team” by Kevin Indig, SEO Ninja at Atlasssian
- 1. M A S S I V E $ $ $ W I T H O U T S A L E S - T E A M
- 2. ““Sales is hidden” - Peter Thiel
- 7. Sales exists on spectrum
- 15. HOW?
- 16. “I believe that technology can substantially improve our lives and I want to do everything in my power to make the right technology visible and available to the right people.“
- 19. Atlassian revenue forecast 2018 $1 B
- 20. Atlassian customers, Q4 2017 100,000
- 22. WHAT?
- 24. LAND + EXPAND
- 26. LAND + EXPAND User > Team > Department > Company
- 27. LAND + EXPAND Bottom-up Top-down
- 29. MARKET
- 33. Sales Team? CLV Too expensive < $1,000 Has to sell easy $1,000 - $5,000 Sure, why not? > $5,000
- 39. 10% 10% 80% 1996
- 62. PRODUCT
- 75. NETWORK EFFECTS
- 82. 3 3 1 1 1 1
- 84. “Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.”
- 87. Friction ➡ Scale
- 88. VIRALITY?
- 89. k = i X cr
- 90. viral growth = k > 1
- 91. t = cycle time
- 96. FLYWHEEL
- 97. SEO EmailSocial Organic traffic on microsite Sign up for newsletter Share awesome content Share on social New backlinks for microsite
- 98. Community SEOSocial Exclusive content Create article from content Links to article and community Share on social Sign up for community
- 99. HOW?
- 100. User Journey
- 101. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Goals Touchpoints Channels
- 102. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
- 103. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
- 104. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
- 105. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traffic Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization
- 106. Friction ➡
- 108. “"Look around. If you don't see any salespeople, you're the salesperson.” - Peter Thiel