Our guest today is Holly Chen, growth advisor and the former Global Head of Digital Marketing at Slack. Before that, she led growth for Google Store & Google B2B websites, served as a product manager at Gucci, and had a brief stint at the UN.

I’m excited for this interview because we look at one of the most admired brands of the last few years. We take a closer look at how they looked at mobile marketing while accounting for the numerous complexities of B2B marketing - including longer sales cycles, multiple touchpoints before sale. In the process of orienting their growth to mobile, they turned around a declining mobile growth trajectory - in what I find a very impressive effort.

Key Highlights:

🧗 How mobile fits into a B2B buyer’s journey for Slack - and why it’s challenging to measure.

📉 Why a decline in mobile growth in 2017 was puzzling for Slack - and how they realized this was an opportunity.

🚶 The first steps Slack took toward capitalizing on the mobile opportunity - and the success metrics they picked.

🔗 The interdependence of mobile and desktop products at Slack.

⏱️ How Slack attributed and measured the impact of the mobile marketing program.

🖐️ What multi-touch attribution is - and how Google Analytics can be a starting point for products that are considering adopting multi-touch attribution.

🏢 The infrastructure needed to be in place for multi-touch attribution.

🤔 How Slack’s teams thought about mitigating the risks of multi-touch attribution.

👨‍💼 How Holly and her team approached getting executive support for the mobile marketing program.

🗓️ Some of the day to day tactical elements that had to change as Slack oriented itself more toward mobile.

🔥 The impact of the shift toward mobile.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-slack-reversed-a-declining-mobile-growth-trajectory-on-mobile-by-setting-up-cross-channel-attribution-with-holly-chen-former-global-head-of-digital-marketing-at-slack/

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