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Before falling in love with growth marketing, Hailey was an English teacher in the Bronx for Teach for America. On her nights and weekends, she launched a mobile app startup and was invited to pitch at SXSW. Her experience with entrepreneurship sparked a journey to answer one simple question, “How do you get someone to buy something?”

Since then, Hailey has worked with startups around the world and writes about many of the lessons learned going from novice to sophisticated marketer on her blog Growth Marketing Pro.

Hailey is currently Head of Marketing at Improvado, a tool that helps marketers automatically collect all their data in one place.

She is also president of Badass Marketers & Founders (BAMF), a community of 20,000+ marketers and founders globally, who gather in San Francisco for Hailey’s events to network, connect, and brainstorm new ways to execute their marketing strategies.

  • LB

    Leo Bassam

    about 1 month ago #

    Which marketing channels would you experiment with first? We're trying to figure out where to start marketing Plutio.com

    • HF

      Hailey Friedman

      about 1 month ago #

      Hey Leo!

      This is always my favorite question :)

      As we all know, there are a TON of different marketing channels and tactics out there for getting customers.

      If we followed all of them, we'd be running around like maniacs, stressed out that we might be losing money and not sure if we're spending time on the right things.

      The challenge here (or the fun part!) is that every business is different. Every business has different goals, budget, target audience & timeline.

      The best way for me to give you fully customized advice would be to have a longer chat where I could learn these things about your business, but I just took a look at your site to learn a bit more about Plutio.com and it looks like it is a tool for project and task management across your entire business.

      What I would recommend here is trying a freemium model instead of the 14 day free trial. It seems like your product offers a ton of incredible features, to the point where you can segment them into some portion of them that are accessible for free, and some advanced features that can be paid upgrades, similar to Trello or Drift.

      People LOVE to when they can access valuable tools for free, and they'll often spread the word without you even asking. If you make it easy to them to share with gentle reminders from within the product, you could see significant growth in no time.

      Utilizing Facebook & Linkedin ads to target a very specific audiences with the ad content referencing a download for a free tool is likely where I would start.

      3 Share
  • FZ

    Fabricius Zatti

    about 1 month ago #

    Hello Hailey,

    I have a two part question i'd like to bring:

    1) When struggling to achieve good results through their marketing strategies, how often do you see people wasting energy with the wrong channels for their business?

    and...

    2) How can someone identify the best channels in their scope, to reach the right audience?

    kind regards,
    Fabricius

    • HF

      Hailey Friedman

      about 1 month ago #

      Hey Fabricius,

      1) Unfortunately, I see people struggling & wasting energy with the wrong channels very often.

      The challenge is that there is an overwhelming amount of incredible content on the internet about marketing (Thanks GrowthHackers!). But 1- you can't try everything at once, and 2- you're limited by your goals, timeline & resources. That's why I've come to believe that the #1 most important thing when it comes to marketing is focus.

      We actually surveyed our blog readers at Growth Marketing Pro to learn what they needed help with most and 74.1% of them said they wanted us to offer a customized growth playbook. So we created one to help solve this problem.

      2 Share
    • HF

      Hailey Friedman

      about 1 month ago #

      2) In order to identify the best channels within your scope, my favorite way to think about this is: where is the highest intent?

      Referral programs always have the highest intent. So if you already have customers, that's a great place to start. Traffic that is sent to your site from a referral program will convert at a rate of 25% vs the average site traffic that might convert closer to 1% of the time. That's because this traffic has already been sold & educated about your product, by a friend or family member.

      Affiliate programs are great for this reason as well. Someone else trustworthy, like a blogger or influencer, is doing the selling & educating for you. So that traffic is primed.

      But if you're trying to decide which paid channels to try, again think about intent.

      People searching for a specific keyword related to your business and clicking on Google Ads have a much higher intent to purchase than people who happen to click your ad while browsing their friends' photos on Facebook. So if there is search volume for keywords related to your business and they're not cost prohibitive, I'd often recommend starting there before Facebook.

      2 Share
  • TS

    Tales Sampaio

    about 1 month ago #

    Hello Hailey,

    Thank you for sharing your knowledge and experience with us.

    One of the biggest challenges for marketers in Digital Marketing context is how to deal with the excess data and metrics that are generated every day. Another challenge is how to decide the right metrics to follow.

    What tips would you give to a professional who is facing these issues?

    • HF

      Hailey Friedman

      about 1 month ago #

      Hi there Tales!

      I'm very familiar with being overwhelmed by data.

      In fact, I wrote this blog post to describe my journey-- from teaching myself excel from scratch, building out my first reports, to building out the perfect comprehensive marketing dashboard that covers all the most important metrics, and now completely automating all my marketing data into one place with the help of Improvado.

      2 Share
  • MG

    Marc G

    2 months ago #

    What is your marketing stack and how has it shaped over time?

    • HF

      Hailey Friedman

      about 1 month ago #

      Great question!

      I've currently got two stacks going on given my role as both Head of Marketing at Improvado and also managing my blog Growth Marketing Pro.

      Okay I’m going to start listing them out here although I know I’m going to forget a bunch...

      For Growth Marketing Pro, I use
      Wordpress
      Bluehost
      SEMrush
      Mailchimp
      Instapage
      CrazyEgg
      Hellobar
      Clickfunnels
      Drift
      Trello
      Evernote

      For Improvado I use:
      Webflow
      WebinarJam
      EverWebinar
      Salesforce
      Mixpanel
      ActiveCampaign
      Mixmax
      Zenprospect
      Facebook
      Linkedin
      Google Ads
      Zapier
      And of course, Improvado! For collecting marketing data from all these platforms, into one place.

      3 Share
    • HF

      Hailey Friedman

      about 1 month ago #

      Over time my marketing stack has really just expanded, as new tools have sprouted up making it possible to do more incredible things. For example, it was just last night I tested out Drift for the first time and was blown away by how brilliantly simple it was to implement their product. And for me that's the fun part, testing new things.

      But it's also gotten more sophisticated, as I began to incorporate automation and get real organized around tracking my data.

      2 Share
  • HS

    Hubert Sawyers III

    about 2 months ago #

    What brands do you pay attention when you're making sure you're staying sharp with your marketing efforts? What about these brands catches your eyes and ears?

    • HF

      Hailey Friedman

      about 1 month ago #

      Hey Hubert!

      For B2C, it's fun to look at ecommerce brands with big budgets, as they're the ones running a ton of paid ads and getting real creative testing their ad copy & images. On Growth Marketing Pro we often admire the tactics that Everlane, NastyGal and Warby Parker have used to grow their businesses.

      When it comes to B2B, it's really a whole different ball game. Content is king. Some of my favorite marketers to admire when it comes to crafting content are Neil Patel and Josh Fechter.

      2 Share
  • MK

    Mariana Klober

    about 2 months ago #

    Hi Hailey!

    Very exciting to have you on for this AMA!

    I have a couple of questions for you:
    1. Have you created your own production process to help increase productivity and maintain content quality?
    2. What trends do you see when it comes to different written content formats like ebooks, whitepapers --- what's next?

    Thanks for taking the time for doing this! Much appreciated :)

    • HF

      Hailey Friedman

      about 1 month ago #

      Mariana, thanks for having me!

      1) When it comes to producing content, I mainly use Evernote & Trello for ideation and process management. Unfortunately, I haven't found a shortcut for maintaining content quality. I think great content requires a lot of time and good old fashioned storytelling that has to come straight from the heart. It's been very difficult for me to fully delegate that piece.

      2 Share
    • HF

      Hailey Friedman

      about 1 month ago #

      2) My favorite trend when it comes to writing, is breaking trends.

      Engagement is key, and sometimes that means incomplete sentences.

      Paragraphs with one word.

      Anything you can do to be a little wacky, be human, be relatable.

      The way this is playing out in a physical sense, is less long, drawn out ebooks & whitepapers and more opportunities for conversations with customers via live chat or webinar.

      Also, instead of ebooks or whitepapers, I'm a big fan of gated content that's instantly valuable and implementable, like checklists, templates, or tools.

      2 Share
  • RS

    Rodrigo Severo Matos

    about 1 month ago #

    Hi Hailey!

    Super thanks for sharing a little bit of your experience with us.

    Regarding new customers' engagement, in your opinion what would be some of the most relevant metrics to follow?

    Thanks again!

    • HF

      Hailey Friedman

      about 1 month ago #

      Hey Rodrigo!

      I'd want to keep an eye on early engagement metrics, email opens, clicks, site visits, time spent, number of pages visited, which pages were visited. Keep a record of these metrics over time and look specifically at your customers who have the highest LTV. Identify trends that you saw in the early behavior of these high LTV customers and see if you can push new customers to replicate these behaviors at the onset.

      2 Share
  • DC

    Davi Candido

    about 1 month ago #

    Hi Hailey, thanks for doing this AMA.

    In your opinion, what are the main metrics for a marketer on a daily basis? Furthermore, what do you think is the main question every marketer should be answering to assist her in the decision-making process?

    I see a lot of reports being collected from different data sources, however, nice graphs and reports are only important if they are assisting the person who is making the decisions. How do you find the balance between what is actually relevant and drive decisions from what is nice to have but doesn't actually help anything but vanity?

    Last one, if you are the data person who is assisting the manager or team (who don't know about statistics and etc), how do you train, help or engage people to make decisions data-driven based instead 'gut-feeling' based (which happens a lot)?

    Best regards,
    Davi

    • HF

      Hailey Friedman

      about 1 month ago #

      Hi Davi--

      1) You can download a blank template of my marketing dashboard here to get an idea of all the metrics I look at from a weekly, monthly & yearly basis.

      However, on a daily basis I am making quick & easy optimizations by looking at every campaign, and every ad across every platform/channel, in one real-time dashboard using Improvado.

      3 Share
      • DC

        Davi Candido

        about 1 month ago #

        Thanks for sharing. I'll definitely look into.

        I saw you put the utm tags in the link already, very clever :).

        Best regards

    • HF

      Hailey Friedman

      about 1 month ago #

      2&3) One of the most common mistakes I see people make is looking at the wrong metrics.

      --Are you seeing the whole picture from end to end? Acquisition to Revenue?

      It’s easy to get excited by click through rates or even signups, but what really matters is paying customers. I’ve personally wasted thousands of dollars on campaigns that were driving lots of sign ups, but didn’t end up converting into any paying customers.
      You should be able to see how much revenue was driven by each channel and therefore calculating your allowable CAC (cost per acquisition) by channel.

      -- Are you using tools that allow you to see the complete picture?

      GA just counts website visits, you need a tool like Heap or Mixpanel in order to know where each lead, by email, came from.

      3 Share
      • DC

        Davi Candido

        about 1 month ago #

        Thanks for your insights. Maybe I'm thinking too much about the data since I'm a data scientist. Will try to take that in consideration as well.

        Best regards,
        Davi

  • BB

    Bárbara Bonfim

    about 1 month ago #

    Hello, Halley! Thanks for sharing some of your experiences with us :)

    Personally, I loved the simple question you're trying to answer and I'd like to extend it a little bit.

    Regarding your work at Improvado: What's your main channel of 'getting someone to buy your tool'? I've noticed you guys create a lot of content so I assume inbound is a big deal there. But what about your outbound channel? Can you tell us more about it?

    • HF

      Hailey Friedman

      about 1 month ago #

      Thanks Barbara!

      1) When it comes to inbound-- yes, content is key. Blog posts, webinars, downloadable tools & resources.

      3 Share
    • HF

      Hailey Friedman

      about 1 month ago #

      2) When it comes to outbound, we have a team of SDRs strategizing around prospecting and carefully running tests and tracking metrics to determine which audiences have the highest intent when it comes to our product.

      Marketing and SDRs should be closely aligned to ensure that relevant messaging and the most impactful target audiences are being leveraged across the board.

  • DW

    Derek Wyatt

    about 1 month ago #

    Hi Hailey,

    Does your approach to growing a B2B business differ when you're in a deep niche as opposed to a well-developed industry?

    Also, when is it time to grow out of the niche and hit a more mainstream audience?

    • HF

      Hailey Friedman

      about 1 month ago #

      Hey Derek--

      1) Yes, the strategy around growing a B2B business does differ if you're in a deep niche vs a well-developed industry.

      Let's look at this from an SEO perspective:

      A deep niche provides the challenge that there might not be a ton of search volume for what you're offering. But the opportunity is that the people who are searching, have very high intent, and those long-tailed keywords are likely less competitive than those that are main stream.

      A well-developed industry provides the challenge that there are more competitors, but the opportunity that there is a ton more search volume. If you can find a way to create content that is 10X what anyone out there has created, you have an opportunity to funnel massive traffic.

    • HF

      Hailey Friedman

      about 1 month ago #

      2) I wouldn't recommend leaving your niche until you feel like you have completely tapped your high-intent-niche audience. Once that presents a ceiling, it might be time to expand.

  • KK

    Krishna Kumar

    about 2 months ago #

    How i could hack other mobile phone with my mobile phone

  • HF

    Hailey Friedman

    about 1 month ago #

    Okay GrowthHackers!

    I am signing off for now. Feel free to leave me questions here and I will answer them within the coming days & weeks when I can :)

    xo
    Hailey

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