001 - The first gut reaction shouldn't be to spend. It should be to create.
1 - “The first gut reaction shouldn't be to spend. It should be to create.”
Doing more digital doesn't mean just spending more on AdWords or LinkedIn.
Dave Gerhardt explains that businesses need a product strategy and company vision that aligns with how people discover and engage with brands. What website experience do you offer? What shows up when they search for you? What content do they see when they try to find you? What are customers saying about you? Can you solve my problem and make it easy to find out how?
2- “Stop prioritizing MQLs as a primary marketing metric”
Creating content through the lens of driving MQLs often means you optimise content creation in a certain way, often to get a “lead”. Instead, if you and your business redefine what an MQL is or what your primary metric is for success, you can rethink your approach to content and distribution. Resulting in create content in a fashion that works for your potential customer, not your business. Focus on creating a customer centric approach to content.
3- “Not enough people are distributing content to THEIR audience. This is where the magic happens”
Content is king, but only if people can find it.
So much effort is poured into creating content, blood, sweat, and tears, multiple revisions, then the job is done. Wrong, 90% of your efforts should be ensuring your audience can find it, consume it and engage with it. Repurpose, share and promote. Repeat.
4 - “5 Interesting Learnings from Expensify at $140,000,000 in ARR”
$1million revenue per employee – they keep their company lean with raising little VC capital
Frictionless bottom-up conversion. 60% of conversions come from employees using the free version of the app
86% Growth Retention Rate and 119% Net Retention Rate - a sticky product with low churn!
High growth category and one of the beneficiaries of Covid, 60% growth post covid vs 10% prior
Paid cash bonuses to staff to help buy up stock options. Happy camp helps deliver tremendous results
5- “Grow high-intent search traffic fast with error message marketing”
Customers discover errors in SaaS products all the time. Or any product for that matter. When they do, Google is the first place they look for solutions.
If you’re a software company, you can target specific error message keywords your ideal customers might search for, and write about the solution for easy, high-intent ranking opportunities.
For example, SEO tool Ahrefs could look up a competitor’s keyword rankings and filter for error terms like “problem” or “fix” or “broken.”
Ahrefs can help fix the error, then try to persuade users to switch from their competitor.
Another example: If you’re a cryptocurrency SaaS, you might review Coindesk’s rankings for relevant errors or problems people are searching for and you know the answers to.
Some search volumes may be low, but the intent is generally high.
Anyone looking for solutions to such specific problems is feeling the pain and needs an immediate fix—if you can give it to them in an article, video, or FAQ page, you become the hero, the solution they’ve been searching for.
This content was first distributed on Demand Curve.