You name the industry Startup Growth Marketer
Customers drive your business forward, period. If you're not taking care of their needs before they become customers, you have a problem. But if you're not taking care of their needs after they become customers, you've got an even bigger problem.
There is no greater feeling for a marketer than to kick off a series of actions based on a complex series of factors, all without having to lift a finger. Furthermore, there's no greater feeling to a customer than getting marketing communications and behind the scene actions that are relevant to them and not just one size fits all.
I've been doing online paid advertising before I entered the work force. Paid advertising is simple: if you know who you want to go after, you know how to talk to them, and you know how to get the action you want done with ease - then you'll be rewarded. If you just put money behind ads with no strategy, then you're in for high costs and low performance, while your competitors continue to do well.
Intuitive, easy to manage, and an overall pleasant experience. I prefer Trello for majority non-technical operations, as the granularity isn't always there that you'd find in a JIRA or Asana.
If you need video ads, you need YouTube. It's definitely becoming a trickier place to advertise given the chance of ads appearing on off-brand videos, but that's fairly easy to navigate, and you can definitely drive value from YouTube.
A cheaper alternative to Heap, and fairly powerful outside the box. However, it requires a lot of setup to get things to a Heap level, if that's what you're after.
At the core, Freshworks provides everything you need. The plugin and expandable features are fairly endless, and it can be easy to get lost in all the options - but at the core - it works.
Great for understanding the performance of your content, the performance of your website from a high-level, and how competitive a keyword will be to go after in easy to understand terms.
One of the most customizable and supported website platforms around. The capabilities are both incredibly simple and endless. You can spend a few minutes spinning up a quick site, or take months to build something you wouldn't even know is WordPress.
One of the OGs in project tracking. It wouldn't be my first choice today, but it can still be useful to businesses assuming they fit within the required limitations.
Another excellent choice for project management. The ability to be robust is there, but it's a good balance for a multifaceted organization, allowing each department to have the required options needed.
Simple SEO insights, for free, from Google. You can generally put a full stop after that for a majority of businesses - but while it's easy to overstate the value in simplification, Google Search Console is still an incredibly powerful tool to use.
Keyword research and competitive insights at a level unmatched. There's no better way in my opinion to get a full understanding of the global market for a keyword, as well as its related universes.
The best free analytics platform that exists. It's incredibly powerful out of the box, but even more so with custom integrations and add-ons via Google Tag Manager and others.
My personal favorite for landing page design. My favorite feature by far is the drag and drop design, all while being incredibly customizable. On top of that, the pages load fast, and the built in testing features make it a one-stop shop almost worthy of building an entire website from Unbounce alone.
If you know the performance of your marketing funnel down to second degree, then LinkedIn is a viable option for you. It's one of the more expensive networks out there, but it can drive value - you just have to be incredibly focused.
Almost synonymous with Heatmaps at this point - HotJar is akin to CrazyEgg in that the scope is fairly focused, but it's a great secondary check as to what direction to pursue.
If you need quick and dirty testing done right - CrazyEgg is one of the viable options. While not as full featured as others, it can provide directional sense and outline where further analysis is needed.
Even though it will always be second place to Google, Bing has also come a long way. Conversion tracking was a struggle for a long time, and the market has always been limited. That said, there's limited opportunity - once your market is in place
I've been using Facebook ads since before there was even conversion tracking offered. That makes me feel old at 30, but that's the world of online advertising for you. If you don't have search volume, but you have an idea of who your customer is, this is where you go.
One of the OG's of advertising. It's hard to believe how much AdWords has changed in the 8 years I've been using it. That said, the fundamentals remain the same, and it's often a great quick win tool coupled with a market viability explorer.
Tag management changed forever with GTM. It's a fast and powerful way to inform multiple analytics platforms, ad tools, or anything else that needs to be tracked. Plus - it's free.
If you want every feature known to man to add or classify a task, be it a full-on feature request or a simple bug, there is nothing that answers almost every need for every party like JIRA.
The gold standard in customer support and reactionary software. It's a seamless and unified experience for both you and your customer, across every major facet of customer help. It's worth every penny.
One of the best - if not a bit clunky - BI tools around. I spent a considerable amount of time learning how to speed up dashboards, but also learning what matters to show to people vs. the whole kitchen sink.
Drag and drop testing design coupled with an easy way to select limiting factors, all in a generally slick interface. Assuming your site works with VWO easily (there can be some single page app issues) - it's a no brainer.
The most powerful and granular analytics platform, period. If you setup Heap correctly, look at the right reports, and track the right things - there is no greater goldmine. And if you don't, that's fine too, because Heap records everything anyone does on your website, so you can always go back retroactively ;)
Quick and easy, but incredibly powerful with the right customizations. I've been using MailChimp as my preferred ESP for most of my career. I've handled simple implementations that just send newsletters, to extremely complex setups that had MailChimp act as a secondary source of truth for analytics.
Provide guidance and handle marketing activities for a startup LGBT clothing brand.
I handle cross-channel efforts, as well as the effects of the market.
One of the fastest growing mattress startups around. I was brought in to lead and make sense of the cross channel efforts. I created a predictive advertising model to help us plan and model out expected spend and return on a weekly level.
Provide marketing advice to an Import/export startup trying to bring the courier into the model age with a "get paid to travel" model.
I was brought on as the first marketing hire to create the digital strategy that would put The Nue Co on the map. The goal was simple, go from majority wholesale to majority D2C. However, a luxury supplement company meant that costs would be high, so every effort had to be used to lower costs.
I had a three-month contract to redo the growth approach for Petcube - an internet-connected pet camera hardware startup. We reconfigured the team, redid tracking and goals, and launched an entirely new strategy.
I led product for registry. That included product design, marketing strategy, and product management. We overhauled an existing acquired startup and turned it into the largest and fully-featured registry product around.
I helped a coding bootcamp get their full marketing funnel setup, from inbound to retention and referral.
I was the first marketing hire at Tailor Brands, a startup that does automated logo design. When I started, there was no brand and no market, and when I left - our brand value and market size was growing at an incredible rate.
Started out as a digital analyst - but this is where I cut my teeth across the board. Ads, SEO, affiliate, email, reporting, and more. Since it was an agency, I interacted with a ton of industries, from charities to oil and gas, restaurants, and more.
I went to school to fly airplanes (I have a minor in aviation), and I left a marketing major. Funny how those things happen.
I really appreciated Mike's candor and his strategic insight into how I would launch. Would definitely recommend a call with him; a quick 15 or 30 minutes and you'll be better because of it.