How Reply.io has Successfully Grown in a Competitive Market Focusing on their Evolving Customer Profile
SaaS Breakthrough
English - October 31, 2018 21:00 - 43 minutes - 40.3 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 Olivia Milton, CMO, and Lucy Literado, VP of Marketing, at Reply.io - an email platform that automates one-to-many communication, dramatically scaling your outreach capability, while keeping it 100% personal.
In this episode, you'll hear about the growth of Reply and the constantly evolving ideal customer profile and how as a marketer, you should be looking to educate yourself and the company on that evolving profile. You'll hear how the Reply team has grown to over 50 team members using acquisition channels like content marketing, webinars, and PPC campaigns. You'll learn how they view education in the funnel and how it's part of that acquisition process and finally, we discuss where they believe marketing is going in 2019.
It's a fun episode with 2 guests interviewed together so we get to hear different perspectives and I think that gave so much more clarity to how they feel and what they're doing. Enjoy!
Notes:
03:45 The Customer Research Phase and Process
12:38 The Struggles of Customer Research After the Initial Phase
14:17 Changing Content Marketing as Use Cases Changes
15:54 Differentiating With Unique Case Studies
17:29 Making The Case for Doing More Webinars
22:18 PPC for Brand Awareness
23:37 Always Testing for The Perfect Tool Stack
25:01 Onboarding Content Strategy: Triggers and Behavior Tracking
28:47 Onboarding Messaging Strategy
31:58 Marketing in 2018/19: Balancing Time-proof Truths and Industry
Changes
34:29 Lightning Questions