Kevin Indig @ The family: Massive revenue without a sales-team

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Kevin Indig

How to use land & expand as a business model to capture a B2B market without sales-teams.

Marketing

M A S S I V E $ $ $
W I T H O U T
S A L E S - T E A M

Source: https://marketoonist.com/2017/06/annoying-ads.html

Salesneeded
CLV
Hubspot
Salesforce
Mailchimp
Dropbox

Salesneeded
CLV
Oracle
IBM
Mailchimp
Dropbox
Hubspot
Salesforce

Salesneeded
CLV
SpaceX
Palantir
Oracle
IBM
Mailchimp
Dropbox
Hubspot
Salesforce

Salesneeded
CLV
SpaceX
Palantir
Atlassian
Slack
Basecamp
Oracle
IBM
Mailchimp
Dropbox
Hubspot
Salesforce

“I believe that technology can
substantially improve our lives
and I want to do everything in
my power to make the right
technology visible and
available to the right people.“

http://tomtunguz.com/images/atlassian_revevenue_press_estimate.png

Source: https://techcrunch.com/2016/04/01/rocketship-emoji/

LAND + EXPAND
User > Team > Department > Company

Sales Team? CLV
Too expensive < $1,000
Has to sell easy $1,000 - $5,000
Sure, why not? > $5,000

MARKET
Competition
Inbound
Marketing
Pricing

MARKET
Competition
Inbound
Marketing
Pricing
SEO

MARKET
Competition
Inbound
Marketing
Pricing
SEO
Email

EXCLUSIVE CONTENT
INFLUENCER
EXCLUSIVE BETA-ACCESS

MARKET
Competition
Inbound
Marketing
Pricing
SEO
Email
Social

MARKET
Competition
Inbound
Marketing
Pricing
SEO
Email
Social
Video /
podcasts /
etc

MARKET
Inbound
Marketing
Community
Competition Pricing

PRODUCT
Frictionless
onboarding
Easy
referral

PRODUCT
Frictionless
onboarding
Easy
referral
Efficiently
scalable

PRODUCT
Frictionless
onboarding
Easy
referral
Efficiently
scalable
Network
effects

“Based on experience of which companies stuck with us and which didn't,
we decided that any team that has exchanged 2,000 messages in its
history has tried Slack — really tried it. For a team around 50 people that
means about 10 hours’ worth of messages. For a typical team of 10 people,
that’s maybe a week’s worth of messages. But it hit us that, regardless of
any other factor, after 2,000 messages, 93% of those customers are still
using Slack today.”

CAC ➡Users
Data
IntegrationsUsers
Friction ➡

SEO
EmailSocial
Organic traffic
on microsite
Sign up for
newsletter
Share
awesome
content
Share on
social
New
backlinks for
microsite

Community
SEOSocial
Exclusive
content
Create
article from
content
Links to article
and community
Share on
social
Sign up for
community

Stage/
Channel
Problem
Awareness
Research Consideration Comparison Decision
User action
Goals
Touchpoints
Channels

Stage/
Channel
Problem
Awareness
Research Consideration Comparison Decision
User action
Email is
draining
Research
alternatives
Visit landing
page
Comparing
solutions
Sign up for
Slack
Goals
Create
awareness
Traﬃc
Consume
content
Reach Convert
Touchpoints Other sites Google Website Twitter Website
Channels
Content
marketing
SEO Retargeting Paid Social
Conversion
optimization

“"Look around. If you
don't see any
salespeople, you're the
salesperson.”
- Peter Thiel

Tech Bound
http://www.kevin-indig.com/the-newsletter/

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Kevin Indig @ The family: Massive revenue without a sales-team

1. M A S S I V E $ $ $ W I T H O U T S A L E S - T E A M

2. ““Sales is hidden” - Peter Thiel

4. Source: https://marketoonist.com/2017/06/annoying-ads.html

7. Sales exists on spectrum

8. Salesneeded CLV

9. Salesneeded CLV Mailchimp Dropbox

10. Salesneeded CLV Hubspot Salesforce Mailchimp Dropbox

11. Salesneeded CLV Oracle IBM Mailchimp Dropbox Hubspot Salesforce

12. Salesneeded CLV Oracle IBM Mailchimp Dropbox Hubspot Salesforce

13. Salesneeded CLV SpaceX Palantir Oracle IBM Mailchimp Dropbox Hubspot Salesforce

14. Salesneeded CLV SpaceX Palantir Atlassian Slack Basecamp Oracle IBM Mailchimp Dropbox Hubspot Salesforce

15. HOW?

16. “I believe that technology can substantially improve our lives and I want to do everything in my power to make the right technology visible and available to the right people.“

17.

18. http://tomtunguz.com/images/atlassian_revevenue_press_estimate.png

19. Atlassian revenue forecast 2018 $1 B

20. Atlassian customers, Q4 2017 100,000

21. Source: https://techcrunch.com/2016/04/01/rocketship-emoji/

22. WHAT?

23. Land + Expand Network effects Flywheel

24. LAND + EXPAND

25.

26. LAND + EXPAND User > Team > Department > Company

27. LAND + EXPAND Bottom-up Top-down

28. ProductMarket PMF LAND + EXPAND

29. MARKET

30. MARKET Competition

31.

32. MARKET Competition Pricing

33. Sales Team? CLV Too expensive < $1,000 Has to sell easy $1,000 - $5,000 Sure, why not? > $5,000

34. MARKET Competition Inbound Marketing Pricing

35. MARKET Competition Inbound Marketing Pricing SEO

36. Source: SEMrush, www.atlassian.com

37. Source: Searchmetrics, slack.com

38.

39. 10% 10% 80% 1996

40. 60% 30% 10% 2017 !

41. MARKET Competition Inbound Marketing Pricing SEO Email

42.

43.

44. EXCLUSIVE CONTENT INFLUENCER EXCLUSIVE BETA-ACCESS

45.

46. MARKET Competition Inbound Marketing Pricing SEO Email Social

47.

48.

49. MARKET Competition Inbound Marketing Pricing SEO Email Social Video / podcasts / etc

50.

51.

52.

53.

54.

55.

56. MARKET Inbound Marketing Community Competition Pricing

57.

58.

59.

60.

61. ProductMarket PMF LAND + EXPAND

62. PRODUCT

63. PRODUCT Frictionless onboarding

64.

65.

66.

67.

68. PRODUCT Frictionless onboarding Easy referral

69.

70. PRODUCT Frictionless onboarding Easy referral Efficiently scalable

71.

72.

73. PRODUCT Frictionless onboarding Easy referral Efficiently scalable Network effects

74. Land + Expand Network effects Flywheel

75. NETWORK EFFECTS

76.

77. Homogenous Heterogenous

78. Homogenous Heterogenous

79. Homogenous Heterogenous

80. Homogenous Heterogenous

81.

82. 3 3 1 1 1 1

83. 3 3 1 1 1 1 Degree = 3

84. “Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.”

85.

86. CAC ➡Users Data IntegrationsUsers Friction ➡

87. Friction ➡ Scale

88. VIRALITY?

89. k = i X cr

90. viral growth = k > 1

91. t = cycle time

92.

93.

94.

95. Land + Expand Network effects Flywheel

96. FLYWHEEL

97. SEO EmailSocial Organic traffic on microsite Sign up for newsletter Share awesome content Share on social New backlinks for microsite

98. Community SEOSocial Exclusive content Create article from content Links to article and community Share on social Sign up for community

99. HOW?

100. User Journey

101. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Goals Touchpoints Channels

102. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traﬃc Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization

103. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traﬃc Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization

104. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traﬃc Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization

105. Stage/ Channel Problem Awareness Research Consideration Comparison Decision User action Email is draining Research alternatives Visit landing page Comparing solutions Sign up for Slack Goals Create awareness Traﬃc Consume content Reach Convert Touchpoints Other sites Google Website Twitter Website Channels Content marketing SEO Retargeting Paid Social Conversion optimization

106. Friction ➡

107. Land + Expand Network effects Flywheel

108. “"Look around. If you don't see any salespeople, you're the salesperson.” - Peter Thiel

109. Thanks! Newsletter Tech Bound

110. Tech Bound http://www.kevin-indig.com/the-newsletter/

Kevin Indig @ The family: Massive revenue without a sales-team

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