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How to Grow Your Company Intelligently - Hiten Shah
14 segments available
SUBSCRIBE: https://www.youtube.com/user/StartupGrind STARTUP GRIND GLOBAL: https://www.startupgrind.com/conference Hiten Shah has started 3 SaaS companies, Crazy Egg, KISSmetrics and the newest is Quick Sprout. He also loves to advise, invest and help founders and their companies. STARTUP GRIND EUROPE: https://www.startupgrind.com/europe/ TWITTER: https://twitter.com/StartupGrind FACEBOOK: https://www.facebook.com/StartupGrind/ INSTAGRAM: https://www.instagram.com/startup/
Segments Timeline
Introduction to Hiten Shah
Hiten Shah, co-founder of Crazy Egg, KISSmetrics, and Quick Sprout, introduces himself and sets the stage for his talk on marketing channels. He emphasizes the importance of simplicity in understanding marketing concepts and invites the audience to engage with him during the Q&A session.
"hi guys I'm going to introduce the first speaker for today he's sri lanka preneur he co-founded free companies Krizia KISSmetrics and quicks prod one was self-funded - self-funded and one venture-back..."
The Importance of Marketing Channels
Hiten discusses the critical role of marketing channels in business growth. He shares his philosophy that every company must identify effective marketing channels, regardless of their stage in business, and hints at a framework he will present to help prioritize these channels.
"first of all there's an Albert Einstein and one of my favorite quotes from him which is basically if you can't explain it simply you don't understand it well enough so the good news here is that I'm a..."
Defining Marketing Channels
In this segment, Hiten defines what a marketing channel is, explaining that it serves to bring new customers to a product. He shares insights from his experience and emphasizes the need for clarity in understanding this concept, especially for those outside the tech industry.
"channels just based on the fact that you have a lot of tools out there and a lot of data to look at I'm gonna give you a simple way to do that as well and I kind of like emoji anybody else like emoji ..."
Finding Your Target Customer
Hiten introduces a three-question framework for identifying effective marketing channels. He begins with the first question: 'Who is your target customer?' He shares his experience with Crazy Egg, explaining how understanding their audience led to significant pre-launch signups.
"and again I was challenged with explaining this and I stumbled for a while and I came up with this which is basically it just brings new people to your product it doesn't matter what kind of product i..."
Engaging Your Audience
Continuing with the three-question framework, Hiten discusses the second question: 'Where do your target customers hang out?' He shares insights on engaging with design communities and how Crazy Egg leveraged these platforms to attract early users.
"alright cool about a third of the room no I'm kidding it's like a tenth of the room no was it half the room anyways this is one of my oldest businesses it's called crazy egg it was created in 2005 and..."
The Power of Community Engagement
Hiten elaborates on how Crazy Egg engaged with design communities to drive growth. He emphasizes the importance of understanding where your audience spends their time and how to connect with them effectively.
"this here and it just creates these heat maps so here's what we did or actually here's what the problem we had was so back in the day when we started crazy egg it was very difficult technically to tra..."
KISSmetrics and Twitter Strategy
Hiten shifts focus to KISSmetrics, discussing the challenges of competing against larger companies. He shares how they identified Twitter as a key platform for reaching online marketers and the innovative strategies they used to grow their presence.
"designers and who really didn't care to understand the numbers but they did understand what I call pretty pictures so we wanted to give them pretty pictures so we chose them as a really early demograp..."
Leveraging Hashtags for Growth
In this segment, Hiten explains how KISSmetrics utilized the hashtag #measure on Twitter to engage with online marketers. He highlights the importance of identifying unique opportunities in social media to attract and grow an audience.
"funnel tool and many of you probably don't know the product itself it's changed quite a bit this was launched back in 2009 and in the early days we had this great product because we had figured out th..."
Product-Based Marketing Channels
Hiten introduces the concept of product-based marketing channels, explaining how modern apps like Uber and Amazon incorporate referral systems into their products. He emphasizes the effectiveness of integrating marketing strategies directly into the product experience.
"what we noticed is that people are using hashtags and there's this hashtag called measure are any of you familiar with that hashtag cool it's not that important anymore but back then it was super impo..."
Creating Growth Loops
Hiten discusses the importance of creating growth loops within products. He shares his experience with KISSmetrics and how they achieved significant signups through product features that encouraged user referrals.
"folks might not think of this but when you go look at like the app on post mates or the uber app or all these mobile apps out there one of the key marketing channels they have is basically referrals s..."
Identifying Your Target Customer Again
Returning to the three-question framework, Hiten reiterates the importance of knowing your target customer. He explains how understanding their needs and behaviors can lead to more effective marketing strategies.
"product that KISSmetrics we were building it when we really couldn't pay attention to KISSmetrics because one of our engineers had to go and rebuild the backend because it was an analytics tool and we..."
Engagement Strategies for Product Managers
Hiten shares insights on how to engage product managers and marketers effectively. He discusses the importance of creating value and understanding where these professionals seek inspiration and information.
"understand their customers better which happened to be product people people creating products web-based products and online marketers where do they hang out and this one was really cool when we start..."
Testing and Optimizing Marketing Channels
In this segment, Hiten emphasizes the need for testing and optimizing marketing channels. He introduces tools and strategies for analyzing website performance and identifying opportunities for improvement.
"and so I'm gonna show you how to do that now so again the three questions marketing framework who's your target customer where do they hang out how do you engage them and I've got a bunch of tips so j..."
Final Thoughts and Summary
Hiten wraps up his talk by summarizing the key points discussed. He encourages the audience to apply the frameworks and strategies shared to find and optimize their marketing channels effectively.
"doing a lot of hashtag searches and all kinds of stuff like that to help us understand exactly what hashtag we can use or what method we can use to share links and stuff like that then we researched i..."