Making big bets has better ROI & more

The Growth Letter #94

October 25, 2022

Welcome to the new members of the Growth Letter who have joined us since last Tuesday. I hope you are enjoying the content. Feel free to send me a message on LinkedIn with your ideas and thoughts.If you like the newsletter, share it with others.

Today at a glance:

  • Article: Some Testing is a Waste of Time

  • Post: Improve retention

  • Media: Meeting Sujan Patel

  • Tool: Make sure your emails land in inboxes

  • Framework: Content-Driven Growth

One Article:

Testing has been well documented, spoken on, and preached by leaders and entrepreneurs for a long time. But marketers aren’t getting the big returns they expect from testing, because they don’t make big enough bets.This article explains why and how you’ll be able to move your business forward with big experiments. Sometimes taking big bets is a better ROI than sticking with what you know. Happy reading.

One Post:

Andrew Capland is a SaaS advisor & consultant. He has been the Growth Lead of many SaaS giants, one of them being HubSpot. In this post, he shared a great user retention playbook to engage the 30 to 40% of first-time users who don’t return to your product page.

One Media:

SaaStock 2022 was fantastic. The buzz, the energy, and the people made it a fantastic event. The highlight of the event was when I met Sujan Patel. He inspired me with his knowledge, the companies he created, and his welcoming nature. I remember analyzing his website and using some of his features to improve mine years ago. An inspiration and a SaaS market leader with 15 years of experience, meeting Sujan Patel was a great moment.

One Tool:

Mailshake is a simple email outreach and sales engagement software. Their 47,000+ users choose Mailshake to generate leads, build relationships, and promote content. It’s specifically built for outreach deliverability - ensuring your emails land in inboxes.

One Framework:

Content strategy is key to any company. Whether it be a blog, editorial, video, images, or text, people consume content that adds value & resolves a problem. The world’s top brands create content to maximise their goals (increase traffic, brand awareness & more).

This framework provides you with an idea of the different types of content and where your organization should focus when it comes to content strategy. Here is an example of companies under each strategy:

  1. User-Generated SEO-Optimised (UGSO): Quora, GlassDoor

  2. Editorially-Generated SEO-Optimised (EGSO): Shield Analytics, Ahrefs, HubSpot

  3. Data-Generated SEO-Optimised (DGSO): Stripe, Zapier, TripAdvisor, Yelp

  4. User-Generated Virality-Optimised (UGVO): Instagram (earlier), TikTok

  5. Editorially-Generated Virality-Optimised (EGVO): One-off post by a Founder or team member. The content’s goal is to spread by word of mouth.

Content Strategy takes time. You have to be patient to fulfill its potential. Companies take years to get traction (HubSpot, Zapier). Play by your rules, be smart and analyse ongoing trends.

Tim’s Hiring Zone:

You can find growth-related jobs here.