Hiten Shah, KIssMetrics @unSEXY August 9, 2012

1. B2B DISTRIBUTION HACKING
Join the KISSmetrics
Hiten Shah
JULY 2012 - unSEXY team!
kissmetrics.com/careers

2. @hnshah #unSEXY

3. !
“Growth is important, and most great companies take it
seriously.”
Adam Nash
HTTP://KISS.LY/ANASHNOTES

4. WHO ARE YOUR
Customers?
HTTP://KISS.LY/SMBANALYSIS

5. HOW DO YOU REACH YOUR
Customers?
HTTP://KISS.LY/KISSBLUEGLASSLA2012

6. !
“You can only scale growth once you have something to
grow.”
Patrick Vlaskovits
HTTP://KISS.LY/GROWTHROOKIE

7. HOW WILL YOUR PRODUCT
Help?

8. !
“Distribution hacking is a methodology, not a tactic.”
Danielle Morrill
HTTP://KISS.LY/UNFAIRADV

9. B2C Distribution Hacks

10. CHANNELS GET CROWDED
Fast!

11. Google AdWords
Cost per acquisition: $233-
$388
For a $99 product.
Fail.
HTTP://KISS.LY/DREWDROPBOX

12. B2C Distribution Hacks

13. Five strategies for B2B distribution
Integrations
Work Emails
Embeds
Powered By
Free Stuff

14. Integrations

15. DOWN WIT’
O.P.P.
OTHER PEOPLE’S PLATFORMS

16. Shopify has 30,000+ businesses

17. Salesforce has 100,000+ businesses

18. Box has 120,000+ businesses

19. 37signals has 150,000+ businesses

20. Yammer has 200,000+ businesses

21. Constant Contact has 400,000+ businesses

22. Github has 1,900,000+ people

23. MailChimp has 2,000,000+ people

24. Google Apps has 4,000,000+ businesses

25. FreshBooks has 4,500,000+ people

26. Google Analytics has 30,000,000+ accounts

27. Evernote has 30,000,000+ people

28. Dropbox has 50,000,000+ people

29. How to optimize integrations
Integrations make your product
better
Measure your conversions and
revenue
Discover valuable integrations
Ask users about integrations
Make your partner pages awesome

30. Work Emails

31. Work Emails
HTTP://PODIO.COM

32. Work Emails
HTTP://YAMMER.COM

33. Work Emails

34. How to optimize “Work Emails”
Optimize on-boarding
Show people who they should follow
Utilize invitations during on-boarding
Measure # of people in every
company
Discover the engaging interactions

35. Embeds

36. Embeds
HTTP://KISS.LY/YTEMBED

37. Embeds
HTTP://KISS.LY/SSEMBEDS

38. How to optimize embeds
Why should people embed?
Make it as easy as possible to embed
Track how well your embeds convert
Test relevant call to actions
Optimize for search but don’t obsess

39. Powered By

40. Powered By

41. How to optimize “Powered By”
What are you Powering?
Test the copy of your call to action
Test and optimize your landing pages
Track views, clicks, conversions and
LTV
Measure individual effectiveness

42. Free Stuff

43. Free Stuff
HTTP://GRADER.COM

44. Free Stuff
HTTP://NEWRELIC.COM/ASI

45. Free Stuff
HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/

46. How to optimize free tools
Map to customer decision making
Think about what you can repurpose
Educate your prospects
Test your ideas minimally (ghetto)
Measure and optimize revenue

47. FIGURE OUT WHAT’S BEST FOR
Your Product

48. YOU HAVE
No Excuses
$

49. We’re hiring. Join our team!
kissmetrics.com/careers
Hiten Shah
hshah@kissmetrics.com