How B2B Marketers Can Create Hype Cycles with Emir Atli from HockeyStack
Demand Gen Chat
Navigating Marketing Dynamics
This chapter explores the delicate balance within a marketing team between frequent product announcements and co-founders' concerns about audience overwhelm. It emphasizes the role of customer feedback in shaping strategies and innovative engagement techniques for a new media company called Flow, alongside rebranding efforts for cohesive messaging.
In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.
Episode Links:
Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Emir Atli on LinkedIn: https://www.linkedin.com/in/emircatli/
Check out HockeyStack: https://hockeystack.com/
Check out The Flow: https://hockeystack.com/the-flow
HockeyStack’s Y Combinator documentary: https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&utm_medium=member_desktop
Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/
Follow Dee: https://www.linkedin.com/in/paidthacosttobedaboss/
Follow Canberk: https://www.linkedin.com/in/canberkbeker/
Follow Mark: https://www.linkedin.com/in/mkosoglow/
Check out Lavendar.ai: https://www.lavender.ai/
Check out Navattic: https://www.navattic.com/
Check out Clearbit: https://clearbit.com/
For even more marketing tips…
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Timestamps:
0:00:00 Introduction to the episode and Emir
0:00:26 Emir's take on marketing and how to be interesting.
0:01:52 The importance of creating hype and announcements for product launches.
0:02:58 Balancing marketing announcements with technical updates and feedback from customers.
0:04:05 Focus on the current quarter and how new hires will change day-to-day tasks.
0:04:36 Turning everything into a content piece and building a connection with the audience.
0:05:07 Focus on The Flow, a new media company, and building a dedicated show for the team.
0:06:12 Making every team member an expert in their own area and coming up with new categories of video series.
0:06:39 Rebranding the website and aligning sales, marketing, and customer success around a single message.
0:07:35 Core focus on attribution and getting as much data as possible to understand the customer journey.
0:09:42 Emir's role as a bridge between marketing and sales and advice on last touch tables and linear tables for content and ads.
0:10:14 The debate on software attribution versus software-based Attribution and the importance of doing both.
0:11:02 Looking at last touch before booking a demo and comparing closed deals with email touchpoints.
0:12:01 The use of a live demo for inbound leads and a fun template for high intent companies.
0:13:29 Plans for cold outbound and using the same list for LinkedIn and sales team with engagement metrics.
0:13:34 Building their own live demo for customization and highlighting features.
0:14:41 Experimenting with gated and ungated demos and how follow-up emails convert entrances into demo bookings.
0:15:17 Using LinkedIn for organic growth and connecting with related people to see posts.
0:16:25 Posting twice a day, being interesting, and connecting parts talked about into the product.
0:17:54 Meeting with people, sending DMs, and engaging with content led to growth on LinkedIn.
0:18:43 LinkedIn was the best channel for B2B, tried other channels but didn't work.
0:19:31 Using Facebook for retargeting purposes only and advertising simple posts from personal pages.
0:19:57 Testing ad creatives on personal pages before advertising and documenting tests in a Notion folder.
0:21:05 Documenting everything and sharing results with the team.
0:23:17 Creating playbooks from successful tests and connecting data to identify previous visits and visits after that.
0:24:09 Documenting internal meetings and creating content pieces for strategy and growth.
0:25:07 Hiring for initiative and trust, and focusing on LinkedIn for growth.
0:29:49 Hiring self-motivated remote workers and evaluating channels and budgets.
0:30:08 Focus shifting from SEO to LinkedIn due to complexity of product.
0:31:12 Difficulty of doing SEO for a new category like attribution.
0:32:06 Looking forward to launching a documentary and building out a media company.
0:33:13 Plans for partnerships with other companies.
0:34:11 Recommended marketers to follow.
0:34:48 Focus on tying together core channels to be everywhere the audience hangs out.
0:35:21 Emir mentions that the launch is going to be awesome.
0:35:23 Tara asks where the audience can find out more about Emir and follow him.
0:35:31 Emir suggests LinkedIn and The Flow's newsletter as places to follow him.
0:35:50 Conclusion of the episode and thanks for listening.
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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