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B2B DISTRIBUTION HACKING




                           Join the KISSmetrics
 Hiten Shah
 JULY 2012 - unSEXY        team!
                           kissmetrics.com/careers
@hnshah #unSEXY
!
“Growth is important, and most great companies take it
                       seriously.”
                     Adam Nash


                HTTP://KISS.LY/ANASHNOTES
WHO ARE YOUR
Customers?
 HTTP://KISS.LY/SMBANALYSIS
HOW DO YOU REACH YOUR
Customers?
 HTTP://KISS.LY/KISSBLUEGLASSLA2012
!
“You can only scale growth once you have something to
                        grow.”
                 Patrick Vlaskovits


               HTTP://KISS.LY/GROWTHROOKIE
HOW WILL YOUR PRODUCT
     Help?
!
“Distribution hacking is a methodology, not a tactic.”
                  Danielle Morrill



                HTTP://KISS.LY/UNFAIRADV
B2C Distribution Hacks
CHANNELS GET CROWDED
      Fast!
Google AdWords
          Cost per acquisition: $233-
                     $388
               For a $99 product.
                        Fail.




HTTP://KISS.LY/DREWDROPBOX
B2C Distribution Hacks
Five strategies for B2B distribution




     Integrations

     Work Emails

     Embeds

     Powered By

     Free Stuff
Integrations
DOWN WIT’

O.P.P.
OTHER PEOPLE’S PLATFORMS
Shopify has 30,000+ businesses
Salesforce has 100,000+ businesses
Box has 120,000+ businesses
37signals has 150,000+ businesses
Yammer has 200,000+ businesses
Constant Contact has 400,000+ businesses
Github has 1,900,000+ people
MailChimp has 2,000,000+ people
Google Apps has 4,000,000+ businesses
FreshBooks has 4,500,000+ people
Google Analytics has 30,000,000+ accounts
Evernote has 30,000,000+ people
Dropbox has 50,000,000+ people
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
Work Emails
Work Emails




              HTTP://PODIO.COM
Work Emails




              HTTP://YAMMER.COM
Work Emails
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
Embeds
Embeds




         HTTP://KISS.LY/YTEMBED
Embeds




         HTTP://KISS.LY/SSEMBEDS
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
Powered By
Powered By
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
Free Stuff
Free Stuff




             HTTP://GRADER.COM
Free Stuff




             HTTP://NEWRELIC.COM/ASI
Free Stuff




       HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/
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
FIGURE OUT WHAT’S BEST FOR
Your Product
YOU HAVE
No Excuses

    $
We’re hiring. Join our team!

kissmetrics.com/careers


          Hiten Shah
      hshah@kissmetrics.com

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Hiten Shah, unSEXY Presentation

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