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And don't use too many bullets points. They'll kill a presentation.
Interesting -- so more of a grassroots approach than top-down. (Or really both, I guess.)
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.
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
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.
Definitely one of the biggest growth hacks I've seen with webinars, or any tool for that matter. AND they only have one person running the whole show. No wonder they've been running these for years!
I notice the same with the Growth stacks that I've build at companies. Sometimes you just want another tool to do the same job so you have a setup that supports that, if tool A fails somehow you'll still have the data in Tool tool B.
In most other cases there is a ton of additional value if you connect these tools together. Forr example for Analytics, the tools that Samarth listed are all ones that I use on a regular basis too. But there is so much more powerful data if you have the same data in both. Amplitude <> Google Analytics is a combination that is super powerful as Amplitude can go deep on the user interaction + events while Google Analytics can help you with the higher level information.
I love how they combine the best of both worlds - the partnership and list building with guest webinars, followed by product demonstrations. Do this on a consistent basis and you'll see insane growth.
@bostonvc has written and spoken about a lot of the concepts in this presentation before but its nice to see them all together in this format so that you get the greater context of how the pieces fit together at each stage of your growth. This of course means that its a monster presentation at 117 slides that will take you more than one viewing to truly grasp all the ideas in here.
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