Full-Funnel B2B Marketing Show Episode 69: Five things Rydoo’s marketing team did on the road to 1M users with Jan Dejosse
Nov 1, 2021
38:06
Here are 5 things that helped Rydoo get to $63 mln in ARR:
1. Nailed the ICP and positioning
Ask yourself:
- Are we really focusing on your ICP?
- Is our ICP up to date?
- Does everyone in the team have the same understanding of who the ICP is?
- How are you different and worth buying?
- How do you position your product in the market?
- Do sales people so NO to some prospects?
Jan Dejosse shared a simple "bear hug" technique to keep your ICP up to date during his interview. Jan is Rydoo's VP of marketing and my guest at the latest episode of the Full-Funnel B2B Marketing Show.
2. Aligned marketing and sales on qualified pipeline
Everybody in the marketing team is
The pipeline is NOT "booked meetings", but the opportunity being accepted and declared by the AE.
Everyone in marketing (even brand and product marketing) is responsible for the whole pipe:
- Inbound pipe
- Outbound pipe
- Partner-generated pipe
Marketing works closely with the sales team on opportunity development.
Interestingly, deal expansion campaigns are owned by product marketing.
3. Using leading indicators and reverse engineering
Rydoo uses leading metrics and campaign performance... with a pinch of salt.
Because the problem with attribution is that you can only attribute things you can measure.
That's why they reverse engineer deals and ask new customers about touchpoints.
For example, they've discovered that 30% of the deals that came through SEO were in fact, referrals.
4. Transitioning from gated content to content experiences
Instead of pointing the person to one piece of content, take them through a content journey.
Offer them a stream of relevant content on the topics they're researching (including articles, case studies, videos...).
The analytics are more meaningful too because you get insight into content performance and the level of the buyer's engagement.
And engagement has been proven multiple times higher.
5. Focusing on execution
The marketing team most often doesn't miss ideas. They miss execution.
Jan shared a simple prioritization method that the team uses to plan.
But then the focus is on execution. Focusing on the highest priority initiatives and campaigns.
*
Jan on Linkedin: https://www.linkedin.com/in/jandejosse/
1. Nailed the ICP and positioning
Ask yourself:
- Are we really focusing on your ICP?
- Is our ICP up to date?
- Does everyone in the team have the same understanding of who the ICP is?
- How are you different and worth buying?
- How do you position your product in the market?
- Do sales people so NO to some prospects?
Jan Dejosse shared a simple "bear hug" technique to keep your ICP up to date during his interview. Jan is Rydoo's VP of marketing and my guest at the latest episode of the Full-Funnel B2B Marketing Show.
2. Aligned marketing and sales on qualified pipeline
Everybody in the marketing team is
The pipeline is NOT "booked meetings", but the opportunity being accepted and declared by the AE.
Everyone in marketing (even brand and product marketing) is responsible for the whole pipe:
- Inbound pipe
- Outbound pipe
- Partner-generated pipe
Marketing works closely with the sales team on opportunity development.
Interestingly, deal expansion campaigns are owned by product marketing.
3. Using leading indicators and reverse engineering
Rydoo uses leading metrics and campaign performance... with a pinch of salt.
Because the problem with attribution is that you can only attribute things you can measure.
That's why they reverse engineer deals and ask new customers about touchpoints.
For example, they've discovered that 30% of the deals that came through SEO were in fact, referrals.
4. Transitioning from gated content to content experiences
Instead of pointing the person to one piece of content, take them through a content journey.
Offer them a stream of relevant content on the topics they're researching (including articles, case studies, videos...).
The analytics are more meaningful too because you get insight into content performance and the level of the buyer's engagement.
And engagement has been proven multiple times higher.
5. Focusing on execution
The marketing team most often doesn't miss ideas. They miss execution.
Jan shared a simple prioritization method that the team uses to plan.
But then the focus is on execution. Focusing on the highest priority initiatives and campaigns.
*
Jan on Linkedin: https://www.linkedin.com/in/jandejosse/