Thomas Peham runs marketing at Usersnap. In his talk "A Best of 100+ Marketing Experiments at Usersnap" he tells you more about the startup's marketing journey and gives you insights into what marketing in a SaaS & B2B startup is all about.

1. A BEST OF 100+
MARKETING EXPERIMENTS
at Usersnap
@tompeham | @usersnap

2. About myself
● Thomas Peham
● Marketer at Usersnap since Nov 14
● previously:
○ Project Manager at a digital agency
○ Project Manager at Styria Digital One
○ Student of Media Management
● blogger at thomas-peham.com
● @tompeham I @usersnap I @bugtrackers

3. The Usersnappies
Florian Dorfbauer
CEO & Co-Founder
Gregor Dorfbauer
CTO & Co-Founder
Josef Trauner
CPO & Co-Founder
Robert Aistleitner
Developer
Pavel Capcan
UI / UX Design
Haydee Capco
Customer Success
Thomas Peham
Marketing
Bene Reiter
UI / UX Design

4. The home of our customers

5. What is Usersnap about?
Bug Reporting & Collecting feedback
@tompeham | @usersnap

6. A Best Of Marketing Experiments
A lot of them failed. Some went “so lala”. Others were quite successful.
@tompeham | @usersnap

7. We want more. Of Everything.
More facebook likes
More sign-ups
More paying customers
More unique
website visitors
More people talking about us
More tweet
engagements

8. Inbound marketing model at Usersnap
Earned Media Paid Media
Owned Media
Usersnap properties
● usersnap.com
● usersnap.com/blog
● bugtrackers.io
● checktag.io
● facebook.com/usersnap
● twitter.com/usersnap
● Facebook & Twitter
Shares
● Facebook & Twitter
Mentions
● reposts of Usersnap
Content
● reviews + articles about
Usersnap
Earned channels
Paid advertising
● Google Adwords
● Twitter Ads
● Facebook Ads
● LinkedIn Ads
● Reddit Ads
● Native Advertising
(Sponsored Post)

9. Inbound marketing model at Usersnap
Earned
Media
Paid
Media
Owned
Media
Visitors
Sign-ups
theinboundflow
Paying customers

10. Experiment 1: Speed matters!

11. Fast websites = happy users = great organic ranking!
● Monitor & analyse your website’s performance
with tools like pingdom or Google’s mobile
friendly tests
● Do your homework (especially mobile)
● Do not forget about a Caching strategy

12. Fast websites = happy users = great organic ranking!

13. Fast websites = happy users = great organic ranking!
Success

14. Experiment 2: Guest Blogging

15. Guest blogging
= Make use of other people’s/company’s reach.

16. Guest blogging
= position yourself (=your startup) as an expert in
certain niches.

17. Guest blogging

18. Guest blogging
● published more than 10 external guest posts in the
last 6 months.
● Great thing: Address new audiences + (some) posts
skyrocketed.
● Bad thing: hard to estimate KPIs (visitors, sign-ups,
paying customers)!
● Is guest blogging worth it? Yes (in the long run).

19. Guest blogging
● published more than 10 external guest posts in the
last 6 months.
● Great thing: Address new audiences + (some) posts
skyrocketed.
● Bad thing: hard to estimate KPIs (visitors, sign-ups,
paying customers)!
● Is guest blogging worth it? Yes (in the long run).
So la la

20. Experiment 3: Discounts & promos

21. Discounts & promos example:
Hot Summer Sale
● We emailed sign-ups from the last 4 weeks.
● Limited offer + limited time frame (3 days)
● Offering discount + goodie
● Who doesn’t like ice cream, right?
● (Or an Amazon voucher)

22. Discounts & promos example: Hot Summer Sale
● great open rates.
● great awareness of customers.
● Ice cream!!
● nice follow up email!
● just 1 conversion
● great open rates.
● great awareness among signups.
● Ice cream!! :)
● And a nice follow up email.
● BUT: just 1 conversion.

23. Discounts & promos example: Hot Summer Sale
● great open rates.
● great awareness of customers.
● Ice cream!!
● nice follow up email!
● just 1 conversion
● great open rates.
● great awareness among signups.
● Ice cream!! :)
● And a nice follow up email.
● BUT: just 1 conversion.

24. Experiment 4: Hacking Facebook Ads

25. See the difference?

26. Do you see the difference?
CTR: 1,70% CTR: 3,73%
2 likes 527 likes

27. Another example
CTR: 0,45% CTR: 4,41%
228 likes1 like

28. Hacking Facebook Ads
● Write a (useful / informational / educational / fun)
facebook post.
● Promote facebook post for $2-3 to “low cost
countries” for 1 day, target your audience there.
● After 1 day you have about 100-250 likes on that
post.
● Promote this post to your “real target audience”.
● Take a look at Click-Through-Rates ;-)

29. Hacking Facebook Ads. Lessons Learned.
● Great CTR for promoting fun / useful / interesting
content.
● The good thing: great increase in CTR.
● BUT: Doesn’t have any influence on sign ups.

30. Hacking Facebook Ads. Lessons Learned.
● Great CTR for promoting fun / useful / interesting
content.
● The good thing: great increase in CTR.
● BUT: Doesn’t have any influence on sign ups.
Success

31. Experiment 5: The LinkedIn Notification Hack

32. LinkedIn Notification Hack
● Linkedin notifies people about other people
viewing their profile.
● What if, I know exactly who is visiting not only my
LinkedIn profile, but also my website?

33. LinkedIn Notification Hack
● Sign up for a LinkedIn Premium account.
● Go to your website and add the following code within the <body>
tag:
<img src="https://www.linkedin.com/profile/view?
authToken=zRgB&authType=name&id=XXXXX" />
● Replace the XXX with your LinkedIn user ID.
● Go back to LinkedIn and click the section to view who’s looked at
your profile.
● LinkedIn is now tracking everyone that visits your landing page
(who are still logged into their LinkedIn account).

34. LinkedIn Notification Hack

35. LinkedIn Notification Hack

36. thomas@usersnap.com
twitter.com/tompeham
Answer one question:
1) What’s your experiment for growing your
business? (or)
2) Why have you been here today?

37. Now it’s up to you.

38. Full Stack Developer
Frontend Developer
Backend Developer
UI / UX Designer
Marketing Assistant
Internships
https://usersnap.com/jobs
PS: We’re hiring!

39. Have you enjoyed this
presentation?

40. Have you enjoyed this
presentation?
Yes, you did? Awesome! :)

41. Have you enjoyed this
presentation?
Yes, you did? Awesome! :)
Give it a share!

42. Have you enjoyed this
presentation?
Yes, you did? Awesome! :)
Give it a share!
PLEASE!!!! :)