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ConvertKit was three years old and was generating $70-80k a month in revenue. It had grown pretty much organically — promoted by word of mouth, especially by influential bloggers. No one at ConvertKit had solely focused on growth until Darrell Vesterfelt joined the team. Darrell's job was to find one thing he could focus on to grow ConvertKit’s user base and monthly revenue. That one thing — as it turned out — was webinars presented in partnership with ConvertKit affiliates. What follows are Darrell’s hard-earned insights and the step-by-step approach he used to help ConvertKit grow monthly revenue from $98k to $625k — in just 12 months, by placing the majority of his focus on webinars.

  • ML

    Mark Lindquist

    4 months ago #

    Great stuff as always, Benji. We do a lot of webinars and I'm trying to figure out a process to track make them worthwhile.

    Curious about the strategy of 'webinars with literally anyone'. You mentioned Pat Flynn alone generated 1,000 signups. Having not run any of the numbers, I would imagine that webinar alone would have accounted for a not-insignificant portion of the $500k growth. My question is around if the long tail of small affiliates drove meaningful revenue growth compared to the big-hitters, and if you could go back in time, would you just focus on the heavy-hitters.

    • JB

      Jera Brown

      4 months ago #

      I interviewed Darrell for this piece. While I'm sure you're right that Pat Flynn's webinar was an important part of that growth, what Darrell expressed throughout the interview was that each affiliate added value by organically growing the community around the product. I think it was a part of the vision of the ConvertKit (and still seems to be) that it is for ALL bloggers, not just MAJOR bloggers. Who you focus on is who your customers will be (for instance, do you want SMBS or enterprise customers?) In ConvertKit's case, they wanted to target new bloggers just as much as established bloggers, so they gave new affiliates an opportunity to grow. I really love that approach.

      • KB

        Kyle Byers

        4 months ago #

        Interesting -- so more of a grassroots approach than top-down. (Or really both, I guess.)

    • BH

      Benji Hyam

      4 months ago #

      Good questions. That was the part of the story that I was most surprised about as most companies don’t take that approach. I’m not sure about the answer to this though. They’d be good questions for Darrell. @Dvest

  • BB

    Brian Barr

    4 months ago #

    Nice stuff Benji. Webinars are sooo powerful.

  • PN

    Pavl Naydenov

    4 months ago #

    Great article. Webinars actually rock. And we have to look for other options different than organic to bring traffic. Because in my opinion, Google is going crazy and petty unstable.
    Keep up the good work.

  • CL

    Cassie Lance

    3 months ago #

    Nice article Benji! Looks to me this strategy needs to be replicated! lol. :)

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