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Killer Content Marketinghttp://kiss.ly/microconf2013hitenHiten Shah, @hnshahMicroConf 2013, Las Vegas
!“Predictable acquisition of recurring revenue with annual prepayin a good market creates a cash machine.”Jason CohenASMAR...
@hnshah #microconf
Self-Funded and Very Profitable
What is User Experience?Venture Funded and Growing
What is User Experience?Story of a Product from Idea to Acquisition
HTTP://CUSTDEV.COMDo customer development
FINDTHECOREProblem-
LEARNHOWTOASKTHERIGHTQuestions?HTTP://KISS.LY/CUSTDEVINT
ALWAYSBEGINWITHAHypothesis!
!Our hypothesis is that (certain type of person)have a problem doing (certain type of task)Problem HypothesisHypothesisFra...
!Our hypothesis is that product managers havea problem doing effective customer research.Problem Hypothesis
What we wanted to learnWhat are they doing now?1What are other tools missing?2Who is involved?3How frequent / severe is th...
How we learnedphone interviews20paper user tests3landing pages2hacky mvp1
What we learnedPeople are not doing customer research.!They want private feedback and targeting.It requires developer invo...
What we builtMICRO SURVEYS - HTTP://KISSINSIGHTS.COM
!"How you get to the customer is as important, if not more, thenwhat you get to the customer."Patrick VlaskovitsCUSTDEV.COM
Channels getcrowded fast.
HTTP://KISS.LY/DREWDROPBOXGoogle AdWordsCost per acquisition: $233-$388For a $99 product.Fail.
Make your own channel
Who are yourcustomers?
Where do theyhang out?
How should youengage them?
What is User Experience?
Who are your customers?Our hypothesis is that product managershave a problem doing effective customer research.Problem Hyp...
Where do they hang out?Product Managers Hang Out onOther People’s Websites
How should you engage?POWERED BY KISSINSIGHTS LINK
How we tracked ithttp://www.kissinsights.com/?utm_source=suview&utm_medium=dark&utm_campaign=google.comUTM CAMPAIGN BUILDE...
How we tracked it
KISSinsightsKISSinsightswasPROFITABLE$0MARKETING BUDGETOVER25,000SIGN UPS
Acquired!WeSoldKISSinsightsIt’s now called QualarooMORE ABOUT THE ACQUISITION - HTTP://KISS.LY/TCKISSINSIGHTS
Your marketinghas to align withyour customers.
x J $Build Grow ConvertCreate Your Audience
NATHANBARRY.COM“The more I help you, the more you will trust me.”Nathan Barry
Nathan’s Modelx J $FreeContentPaidContentSaaSSubscriptionBuild Grow Convert
Build your audienceNATHANBARRY.COM
Grow your audienceNATHANBARRY.COM/APP-DESIGN-HANDBOOK/
Grow your audienceNATHANBARRY.COM/WEBAPPS/
Grow your audienceNATHANBARRY.COM/AUTHORITY/
Convert your audienceCONVERTKIT.COM
!BRENNANDUNN.COM“Write with the intention of appealing to a specific audience.”Brennan Dunn
Brennan’s Modelx J $EmailNewsletterPaidContentSaaSSubscriptionBuild Grow Convert
Build your audienceFREELANCERSWEEKLY.COM
Grow your audienceDOUBLEYOURFREELANCINGRATE.COM
Grow your audienceDOUBLEYOURFREELANCINGRATE.COM/THE-BLUEPRINT
Convert your audiencePLANSCOPE.IO
EARTHLINGWORKS.COM“Who has time to learn every new piece of software they run into?Not me. Im pretty sure you dont either....
Ruben’s Modelx J $Free Guide andNewsletterSampleProposalSaaSSubscriptionBuild Grow Convert
Build your audienceBIDSKETCH.COM/BLOG
Grow your audienceBIDSKETCH.COM
Convert your audienceBIDSKETCH SAMPLE PROPOSAL EMAIL
Convert your audienceBIDSKETCH.COM
Teach people howto solve theirproblems.
Learn from youraudience andcustomers...
HTTP://CUSTDEV.COMDo customer development
Questions you can ask customersHow did you first find out about [Your Product Name]?What persuaded you to purchase from us...
Marketing isdistribution.
Strategies for B2B distributionIntegrationsWork EmailsEmbedsPowered ByFree Stuff
Integrations
DOWNWIT’O.P.P.OTHER PEOPLE’S PLATFORMS
17,000,000+ 50,000,000+ 100,000,000+Platforms with distribution potential100,000+ 200,000+ 550,000+150,000+50,000+3,000,00...
How to optimize integrationsIntegrations make your product betterMeasure your conversions and revenueDiscover valuable int...
Work Emails
Work EmailsPODIO.COM
Work EmailsYAMMER.COM
How to optimize “Work Emails”Optimize on-boardingShow people who they should followUtilize invitations during on-boardingM...
Embeds
EmbedsHTTP://KISS.LY/YTEMBED
EmbedsHTTP://KISS.LY/SSEMBEDS
How to optimize embedsWhy should people embed?Make it as easy as possible to embedTrack how well your embeds convertTest r...
Powered By
Powered By
How to optimize “Powered By”What are you Powering?Test the copy of your call to actionTest and optimize your landing pages...
Free Stuff
Free StuffGRADER.COM
Free StuffHTTP://NEWRELIC.COM/ASI
How to optimize free toolsMap to customer decision makingThink about what you can repurposeEducate your prospectsTest your...
GO!
Thank You!Killer Content MarketingDownload the slides:http://kiss.ly/microconf2013hiten
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How we tracked ithttp://www.kissinsights.com/?utm_source=suview&utm_medium=dark&utm_campaign=google.comUTM CAMPAIGN Killer Content Marketing

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How we tracked ithttp://www.kissinsights.com/?utm_source=suview&utm_medium=dark&utm_campaign=google.comUTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD

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