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Customer relationships are more important than ever before, and I love how you have identified how companies are moving "from records to relationships."
It's also true that customers have more choices nowadays. That's why businesses NEED to have great customer relationships... so they can keep the customers they have! (And acquire new ones, too, of course.)
Hmmmm.... have to give everyone a heads up... You don't know what you don't know...
I started with Evergreen Business systems a long time ago... one fee, lifetime subscription... however, years later they discontinued it and shut it down and moved over to webinar jam. Then, I had to sign up again with a discounted special of $297 for lifetime access to webinar jam and everwebinar.
A short time later, they moved over to a NEW platform for both, and had me migrate all my stuff over to the new platform. Low and behold, within 1 month, everwebinar was turned off with all of my evergreen webinars and they are forcing me to ante up $297/yearly to use it. I still have access to webinarjam live, but this is ridiculous!!! SO disappointing! I sent an email and request out to see what they plan on doing about it, but they are horrible in the time response.
Honestly, it's way more oriented for consumer companies.
The whole ethos of test and iterate is predicated on a fairly large sample size. Which really only either really large B2B companies or the more B2Cish companies have.
Enterprise companies don't really need to test and iterate - it's more effective to just have a large salesforce. Not that principles can't apply.
To add on to the other responses, the short answer is it can apply to any kind of business.
Growth hacking is a mindset.
It is about systematically iterating your way to your best and most sustainable paths to growing your business.
It was actually born out of Facebook, so marketplaces are the cradle of Growth Hacking. Other great examples are AirBNB or Pinterest.
If you're asking if Growth Hacking works for other B2B business models other than SaaS, the answer is: yes.
At its core growth hacking is high tempo testing + using the scientific method to evaluate the results of your tests. As long as you are able to gather all the data you need to evaluate your tests growth hacking is possible for every business.
No, I have an idea of restaurant management software for attracting customers by providing them with the best service on time. https://www.softwaresuggest.com/us/restaurant-bar-software
Also remember that by publishing on Medium, you increase branded search and direct traffic to your site, and the people that visit your site are not likely to mention (and sometimes they don't even know) that they came from Medium. So there is a tracking and attribution problem that exists, but that's not necessarily a reason to not post.
I agree that it doesn't drive traffic that converts directly into leads very well.
However, if you are "doing content marketing properly" (whatever that actually means these days) then the purpose of good content is to be consumed.
From the consumption of the content, you expect a certain percentage of people to move to the next stage of the funnel.
Medium, and other publication platforms (including really any 3rd party blog or content aggregation platform like Growth Hackers) are great places for re-distributing your existing blog content to get more eyeballs on them. Personally, I wouldn't launch a standalone Medium blog ever. It's only helpful for re-distribution IMO. At least for my purposes...
Nice article. One comment : I don't think Medium is a good content platform to capture leads. There are no feature (or compatible tool) to capture email. One must redirect to a landing page, which makes the whole thing very circuitous.
I wrote an article on Medium in the past (about AI and Marketing), even featured by The Mission (one of the most popular Medium publication), it reached 10K views, but got only a few clicks to the landing page and even fewer conversion. A medium article requires lots of work (given the high standards on the platform) so it seems to be a too uncertain investment for lead generation.
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