A CMO walks into his/her weekly planning meeting. The first item on the agenda is the need to run a pipeline building campaign to meet the quarterly revenue projections. The CMO says “Why don’t we re-run the campaign we used to launch the product last year. We can use the original advertisements like the one hanging on the wall outside the boardroom.” Everyone looks at each other as they start to think to themselves “I know exactly what ad the CMO is referring to, but I’m not sure where to find the source files?”
One of my favorite scenes from the movie Swingers is when the group is debating how long Mikey should wait before calling a girl he just met at the bar. The group argues amongst themselves about whether two, three, four or five days is the best duration before calling. While a delayed response to new leads in the dating scene is often preferred, the opposite holds true in the world of business. The faster you can respond to new inbound leads the higher the likelihood that you will close them.
You have been scrambling all week to prepare a very important notification to your customers. The message is time-sensitive, but also requires delicate wording so as not to upset your customer base. As a result the approval cycle has dragged on for days with different executives suggesting changes. Finally, you have obtained the last approval. It is now noontime on Friday. Do you send the email communication out to 10,000 customers now? Or do you wait until Monday morning?
In the past 12 months there has been a surge in adoption of cloud based storage services from pure-plays like Dropbox and Box.net as well as heavyweights such as Microsoft and Google. Unlike the boring, old “c: drive,” cloud file storage services have a tremendous buzz around them. Most consumers could not tell you what brand of hard drive is running on their PC, but everyone knows who Dropbox and Box are these days. These companies have received numerous accolades in the venture capital community as they march towards public offerings. But I don’t think they have received enough credit in marketing circles for some of the ingenious growth hacking strategies they have employed. In this post I will explore some of the marketing techniques that Dropbox has used to massively disrupt the long commoditized market for personal file storage.
One of the best source of highly qualified leads are Contact Us forms on your corporate website. Most forms that users submit on your website are to view webinars, download white papers or access research studies. The end-user may or may not have an immediate need. But with the contact form the prospect is giving you permission to contact them. And in most cases the end-user has a need (which they typically describe in the free form text) that immediately converts into an opportunity.
Here is one of the most challenging situations in analyst relations. Gartner is publishing a new Magic Quadrant for one of the markets you compete in. Your product meets the minimum criteria to participate (e.g. revenues, feature/functionality, customer references). However, you know that you will not place favorably. Think lower left corner! Do you participate in the Magic Quadrant or do you abstain?
I have read a number of blogs and articles about growth hacking over the past few years. Most of them talk in circles, citing a few examples of companies that made it big, but never really define what the term means. As a reader you cannot help but feel stupid for not understanding what the big deal is, but you are too ashamed to ever admit it. Unfortunately, I am one of those big company, East-Coast, VP of Marketing types who “just doesn’t get it.” So I am clearly not the target audience.