3 reasons why the B2B buying journey is more emotional than B2C

There’s a stigma in business. People say B2B buying is rational and emotionless when compared to B2C. Do you agree?

A wise man once said: 

“It’s not a problem if you buy the wrong can of soda”

A can of coke is 70p. No big deal if you accidentally get full fat coke rather than Coke Zero. 

It would be an issue, however, if buying that can of coke had multiple stakeholders, took days to drink (implement), had to sign a binding contract, pay at least a few hundred dollars a month and get sign off from the c-suite.

There’s so much more at stake in B2B buying, which makes it more emotional than B2C. 

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How to build a quick and saucy SEO report...for FREE

Using Google Data Studio [template included]

Whenever I do my in-depth keyword research to highlight the next quarter's focus keywords, I always have this feeling I'm missing something. 

Analytics and tracking. 

Maybe that's because I'm a growth and digital marketer by trait, I always feel the need to track and measure everything. 

But that's the thing, why should SEO (search engine optimisation) be any different? You spend hours researching the top keywords to focus on and create content around.

And for what?

We need to be able to see, clearly, how this work pays off.

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You are not your product's customer

Editor’s note: this essay tackles a problem my cofounders and I faced a few years ago during my time at Dribble. This conundrum is still prevalent for many founders today. Additionally, I am currently a digital marketer at GoCardless but remain an investor at Dribble.

When building your product, it’s natural for you to build it for yourself. I mean you are building this product to help with a problem you personally want to stamp out of existence, right? At least that’s the case for some.

So building the product for you as a customer is a great place to start.

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Demystifying the Difference between CAC and CPA

With help from one of the greatest minds in growth, Brian Balfour (Founder and CEO @ Reforge and ex-Vp of growth @ Hubspot) we will demystify the differences between CAC and CPA to understand where, when and how to use them.

As a guiding principle to your growth strategies, it is important to note these key differences in order to make the best decisions for your growth. The common misconception with these two metrics is that you can use them interchangeably, and that is wrong. 

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Guide To unlocking Your Growth Through Facebook Ads

Being able to know your way around a social network of 2B MAUs is pretty useful. It's an ocean of opportunity. And if you have the right tools for this ocean, such as, the right goggles, flippers and scuba gear, you'll not only be able to find the small fish (🎣  ), but also the medium to large ones (🐟 ). Oh heck, you may even find a whale or two (🐋 x2). Sounds good right?

Now enough with the ocean analogies. 

I'll walk you through this robust framework which allows for A/B testing, multivariate testing, optimising and iterating, no matter how you target your users.

How I learnt the framework and strategy was predominantly through jumping in the deep end (ok just one more 🌊 reference) and trying to make sense of things as I went. 

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The Most Transferable Conversion Funnel of All Time

I have mentioned these metrics a lot in almost every essay, because they are THAT important.

The pirate metrics were coined by veteran (now disgraced) VC, Dave McClure from 500 Startups with the vision that they are the only true metrics that prove the health of a startup. They form a very adaptable conversion funnel that can be used for every business model. I literally can't think of one that won't work.

A B2B, B2C and B2B2C will have the exact same stages on this funnel, just focusing on different OMTMs (e.g. messages sent, uploads, games played, ARPPU). 

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How To Run A Growth Experiment

In order to get the most out of your growth strategies, having a clear cut process in running growth experiments is paramount. As long as you approach this with some scientific methods - allowing any test to be analysed from a quantitative perspective - then you are on a good path. 

A simple scientific experiment outlined below can be found in any secondary school textbook.

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How to Prioritise Your Growth Strategy

As mentioned in my previous essay about the 19 channels for growth, I promised a follow-up piece on how to prioritise them.

The "bullseye" name and framework was coined by Justin Mares and Gabriel Weinberg due to the three-step approach in reaching bullseye and unlocking your growth. This approach helps you prioritise your growth startegy in a qualitative way that provides more insight than just picking a channel out of thin air. 

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5 Podcasts to Listen for Entrepreneurs, Growth Marketers and Tech Enthusiast

When I’m not listening to True Crime podcasts, I’m listening to more uplifting and aspirational ones. Ones that get me talking, thinking and sharing. I believe to be a huge channel of growth for some of these podcasts due to the voume of WOM marketing I do.

With this in mind, I thought I'd make it formal and write a small synopsis on which podcasts you could be listening to to stretch your mind.

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Are There Really Only 19 Channels For Growth?

When strategising on how to grow Dribble, the book "Traction" by Justin Mares and Gabriel Weinberg (which is amazing), was a go-to resource. They did a tonne of research into customer acquisition channels, interviewed startups and founders to hear their success stories on how they grew, and ended up with a pretty concrete list of 19 channels for growth.

The theory behind this list is that they are the only true channel groups that spur on growth, and within it you can find the 1-2 channels that will scale your business. However, I wanted to dig a little deeper into a few success stories to understand whether we need to add, subtract or keep the same number of channel groups on this list. 

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4 Things I Wish I Knew When Cofounding My Startup

When you're in the (startup) trenches its pretty difficult to see over the banks. Not only is there a wall of dirt in front of you, but you are also victim to tunnel-vision. You're working on that integral campaign, feature or creative that NEEDS IMPLEMENTING ASAP, no matter how small it is. In fact, there's so much tunnel vision that the size of said feature or campaign doesn't even register. To you, it's the be-all and end-all. The only thing that matters.

This has happened to me. A lot. Trying to keep an eye on the big picture while getting down and dirty with growth is no easy feat, and I'll be honest, it's still an ongoing battle. 

But, now I'm here writing this essay roughly 2 years after those trenches with the luxury of being able to reflect on what I wish I knew. And oh how it looks so easy from here. How simple, how rudimentary. I have no idea why I struggled so much. 

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Revision on "What I Did to Launch my iOS App"

Growth is very nuanced. There is a unique intersection between marketing, product and data where this field really gets interesting. It requires both creative and analytical capabilities to really succeed. My journey into this field began when cofounding my startup Dribble. In an early attempt to document this journey I wrote about how I launched my iOS app.

As mentioned in the previous post, the essay depicted the launch strategy I used, as well as being used as a content marketing campaign. Since hindsight is 20/20, I thought it best to look at both the launch strategy and the campaign in one go. 

I plan to tackle this revision by looking at the bigger campaign-picture, in terms of how I set the campaign goals, the user hypothesis, how i constructed the conversion funnel and the top-line performance, but also critique what parts of the launch strategy I'd adapt. 

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What I Did to Launch my iOS App in 2015 (un-edited)

I'm really glad I have a little extra time on my hands so I can really reflect on my career thus far. In doing so, I realised that it would be best to formally build out a small website to host all of my musings, learnings, experience, strategies, passions and theories on all things growth and user acquisition. 

Inspiration for this comes from my previous startup, Dribble, my cofounders Nick and Daniel, the team we hired, Seffa and co., my "mentor" Howard K and all the growth experts I learn from: Brian Balfour, Andrew Chen, Sean Ellis, Noah Kagen, Nir Eyal, Justin Mares, Gabriel Weinberg and so on...

Below is my first ever growth essay which I used to spearhead a content marketing campaign (across reddit, medium and others). This was post-launch so goal was to acquire users. I'll cover in more detail the goals of the campaign, the targeting hypothesis, how i constructed the conversion funnel and the campaign metrics in the following post. 

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