The weekly top 10 for B2B tech operators · Every Friday
Landing Page Metrics - you may not need 25,000 landing pages like Zapier does, but a well designed and personalized landing page can make a huge impact. ConvertKit lists the 5 key metrics for measuring the success of landing pages (and how to track them). To back that up, IceBreakerVC lists best practices for good landing page planning and strategy.
To compliment #1 above, optimizing the user experience (especially on mobile) can significantly boost the bottom line of a business, for example, improving site load times by just 0.1 second can increase conversion rates by up to 8%. Check this page from Google to review your site (and also your competitors sites) to see how you measure up and review what changes can be made.
A Female Founders Fund survey investigating 111 companies found 20% of women-led companies expect increased revenue next year. Doesn’t sound great? Well that Covid for ya, as this metric is in comparison to the average of 12% of all companies expecting increases in revenue. 500 Startups also looked into the disproportionate (and negative) effects of coronavirus on female and minority founders.
I love some good alliterative guides, so here are the 4 P’s of marketing (Product, Price, Place and Promotion). It seems so basic in hindsight, so get all hindsightful and read the article, which does a really good job of making it all sound so obvious.
Current and pragmatic Go-To-Market benchmarks are presented in this deck from Tomasz Tunguz and the team at Redpoint Ventures. Some good findings from their survey: 1) If SDR/BDR teams hit their numbers, so do Account Executives; 2) Most sales teams ramp Account Executives in about six months; 3) Marketing teams spend 5-10% of a companies ARR.
Welcome to the world of no-code. Technology infrastructure is becoming so commoditized and abstracted that we have now reached a point in time where web services, apps, and integrations can be provisioned visually with zero amounts of code written. Last week AWS legitimized this practice into the main-stream and entered the no-code world, launching the beta version of Amazon Honeycode, a tool that makes it possible to build web and mobile applications without coding.
Why recreate the pitch-wheel? Alexander Jarvis has compiled a monster collection (139) of funded pitch decks here (including AirBnB, LinkedIn, Intercom, Transferwise, Canva, and Sendgrid).
FYI/PSA - the California Consumer Privacy Act (CCPA) is going into effect in 2020, which means that businesses (esp SaaS ones) need to comply with a new set of provisions designed to protect the privacy of California consumer data - find more on the requirements here.
OK - hear me out on this one: There has never been a more significant time for a different way of thinking about change in modern organizations. Digital Transformations are important, strategically. But the mindset needed requires a certain kind of improv style to get there - as the systems in place that are needed to change or pivot are usually very complex - change IS chaos. So take some time to read this article to understand more of what this is about - I also aspire to have the title of "Chaos Manager" one day...
DEEP DIVE. When it comes to outbound marketing, email works best. Yes, organic search is consistently the biggest source of traffic (Driving up to 68% of all traffic). Email accounts for less than 5% of traffic, on average, but has an incredibly high ROI, upwards of 3,800%!!! Digital Olympus has a great guide on effective email outreach (HINT: This takes time and effort!), Andrea Bosoni gives an IRL story about how he worked hard to improve email open rates and Gong provide a bunch (43 to be exact) highly effective Call-To-Action templates you can use in email campaigns.
Get the top 10, every Friday
Curated SaaS and tech insight from around the web, repackaged for people to put to good use — free.