We took part in Growth Marketing Conference this December in San Francisco – a great event for marketers, especially those doing B2B<\/p>\n
In this Growth Marketing Conference recap, I share my opinions and key takeaways, so you can feel the grasp of the conference even if you missed it, and have some directions to look for materials on your own. We know that they are many marketers among our readers – so here it comes!<\/p>\n
Last month, you saw us at Social Media Week in London<\/a>, this month, we\u2019ve gone to the U.S. to continue learning about growth marketing. We decided to go to the San Francisco Bay Area, AKA the mecca of technology and marketing. We wanted to learn and gather the latest insights and updates on the state-of-the-art of marketing. Three members of the Sotrender Team – the Head of Revenue, a Product Manager and myself, Founder & CEO – took part. Each of us had unique goals and interests, so we followed our individual paths of speeches and workshops. I’ve prepared a Growth Marketing Conference<\/strong><\/a> recap to share some observations and impressions from the event.<\/p>\n So what were the highlights for me?<\/p>\n Account-Based Marketing (ABM) <\/span><\/a>was one of the main topics of the conference. As authors of the book claim, ABM is actually what business-to-business marketing should be. There is much to be said about this approach and its implications for marketers. An example of this would be the tier approach and prioritizing quality over quantity of leads.\u00a0The increasing costs of Google and Facebook marketing result in increasing Customer Acquisition Cost (CAC), while Lifetime Value typically does not change. Consequently, marketers, especially in B2B, are more motivated to look for ways to increase efficiency of their activities. Oftentimes, it means segmenting and slicing leads in order to identify the most promising ones, differentiating activities, and personalizing contact with them (which also often means increased costs).<\/span><\/p>\n Personally, I especially enjoyed presentations by Guillaume Cabane<\/a> (\u201c<\/span>Why Intent Data is Your New Demand Gen Secret Weapon\u201d and another one which he held <\/span>during his workshop) and chat by John Miller & Katie Martell (\u201c<\/span>What\u2019s Next for B2B Over the Coming 10 Years & How You Can Be Successful Through Them All\u201d). Guillaume is particularly known for his key best practices for scale marketing<\/a>, which I recommend you read about here.<\/span><\/p>\n Many talks covered issues on the frontier of product development and marketing – not surprising for the area of growth marketing. Testing and experimentation frameworks, as well as building data expertise within the team, were discussed a number of times. This convinced us that we adopted the right approach in Sotrender.<\/span><\/p>\n I also liked the clear and concise presentation by Darius Contractor on leveraging user psychology and his EVELYN framework. Using convincing examples, he showed us how to consider factors that influence users\u2019 excitement and micro-decisions taken by users. You can read more about <\/span>how to use psychology to increase funnel conversions<\/span><\/a> here.<\/span><\/p>\n Greg Revutsky\u2019s \u201cROAARRR: The Hyper-Growth Framework Used to Grow Postmates, Wag, Soothe, & Headspace\u201d <\/span>was another great talk, referring to his extensive experience. He made two particularly interesting points. The first point was the emphasis on the research and preparation phase before experimenting. The second was the advice to mix changes in experiments, unlike in the classical approach (with a single difference between experimental conditions), in order to move faster. A video of a similar speech by him is available <\/span>here<\/span>.\u00a0<\/span><\/p>\nIs Account-Based Marketing the new B2B?<\/b><\/h2>\n
On the verge of product & marketing\u00a0<\/b><\/h2>\n