How G2 Crowd Leads their Industry focusing on Content Hubs, Traffic Generation, and High Output Experiments

SaaS Breakthrough

English - April 18, 2019 16:00 - 54 minutes - 49.6 MB - ★★★★★ - 46 ratings
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Previous Episode: How Chargebee's Fundamental Approach to Content, Partnerships and Events Resulted in Almost 10,000 Users

Next Episode: How Refersion is Expanding Beyond Shopify in 2019 with over 2.5M Affiliates and 9,000 sites

Meet Ryan Bonnici, the CMO of G2 Crowd the world’s leading B2B technology review platform that’s helping more than 1.5 million business professionals make informed purchasing decisions every single month. Previously, he lead global marketing at HubSpot, Salesforce, and ExactTarget.

In this episode, you'll hear about Ryan's journey from HubSpot over to G2 Crowd and the lessons he learned while making that transition. You'll hear what the first 120 days of going into a new company are like, what it was like for Ryan to be a CMO and the challenges that he was up against. You'll learn all about the major marketing experiments that have crushed the G2 Crowd yearly goals. And you'll find out how Ryan turned a $6,000 budget into an insane pipeline of growth for HubSpot. This story is remarkable. It's inspirational. It's a fantastic listen. You're absolutely going to enjoy this episode!

Show Notes:

04:20 Creating Access to Unbiased Trusted Data From Actual Users
06:40 Differentiators: Size and Not Pay to Play
08:15 Joining G2 Coming From HubSpot
11:45 Building an Amazing and Strong Marketing Team
13:15 Building Traffic and Demand Gen Funnel and Team
14:20 What The First 120 Days Looked Like
16:35 Hitting Big Traffic Goals With Really Strong Content Team
19:20 Experiments: Inputs and Outputs
21:10 Mistake To Avoid When Selecting Content to Create
22:20 Content Strategy: Hubs and Spokes
25:50 A System for Content Tracking
27:40 10,000 Words Content vs Quick Win Content
29:50 The 6,000 Dollars Marketing Experiment
36:45 Don't Try This at Home Without These
38:10 Nurturing Top of Funnel Leads
43:00 Next: Doubling Down Further On Content
45:35 Lightning Questions