How 10to8 Uses a Data-Driven Approach to Optimization for JTBD focused Google Campaigns
SaaS Breakthrough
English - January 22, 2020 15:15 - 39 minutes - 36.6 MB - ★★★★★ - 46 ratingsBusiness Technology saas start up marketing growth hacking saas marketing content marketing viral marketing software software marketing advertising Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Meet Anna Kocsis, Head of Marketing at 10to8, an appointment scheduling software that aims to rid the world of wasted time. Anna loves experimenting and finding new tactics that really work.
In this episode, you'll hear about the data-driven approach that has helped 10to8 find their job-to-be-done use cases that really shape their different personas and how these use cases drive their approach to feature design and marketing.
You'll learn about the data needed to help create smart Google campaigns and the optimization flows that Anna uses to always improve those campaigns. And finally, you'll hear about the KPIs that matter most in conversion marketing and get to look inside different campaigns. Enjoy!
Show Notes:
03:15 A Feature Rich And Powerful Appointment Scheduling Software
04:45 Joining The Team And Playing Around Every Area Of Digital Marketing
06:35 Defining Use Cases And Product Market Fit
09:00 A Data-Driven Company With A Data-Driven Brand Name
10:00 The Specialized Tech Stack Needed To Aggregate Customer Research
12:40 The KPIs To Use And Ongoing Channel Data
15:05 Implementing A Data-Driven Optimization Strategy
17:35 Different Ways To Optimize Landing Pages And Campaigns
21:40 Customer Surveys And Behavior Triggers For Targeted Messages
23:55 Using A Mix Of KPIs And Judging The Data
28:40 How To Not Get Overwhelmed By The Amount Of Data
30:00 Lesson Learned: Don't Assume Trends Will Work, Test It For Yourself
31:45 Data Security Compliance Is Now A Marketing Factor
34:00 Lightning Questions