A Deep Dive into HockeyStack's GTM Playbook - Emir Atli

I follow the attribution software category pretty closely, and sometime in the last 6-12 months it felt like I started seeing HockeyStack everywhere in my LinkedIn feed.

They have multiple team members and executives posting regularly, producing unique and engaging content, and they are building in public, sharing tons of juicy details about their GTM strategy.

How did a relatively young startup come to appear so dominant so quickly? I invited HockeyStock's CRO to chat and unpack all the details.

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About Today's Guest

Emir Atli is the co-founder and CRO of HockeyStack, the a B2B GTM Analytics platform.

https://www.linkedin.com/in/emircatli/

Key Topics

• [00:00] - Introduction
• [01:27] - Origins of HockeyStack.
• [02:42] - What they saw that could be disrupted in the attribution space: a platform that didn't depend on Salesforce data and that was faster to implement. People buy these tools for two reasons: proving contribution and optimizing. There is most room to innovate around optimization.
• [04:56] - HockeyStack's go-to-market strategy. Starting with a goal to dominate LinkedIn, with co-founders posting daily. All GTM team members are expected to post. They focus not just on brand awareness but on making marketers smarter. Each team member has their own personality which shapes the content strategy. Finding the balance between entertainment and education.
• [09:53] - The Flow, HockeyStack's content platform.
• [10:39] - Sales strategy and process. Importance of the interactive demo. Use of a virtual sales room. Taking a consultative approach to selling. Working with the buyer's pace.
• [15:41] - Implementation and onboarding process (typically takes two weeks).
• [17:10] - How to be differentiated in showing value from the product once people buy it. Emphasis on flexibility - no-code dashboard builder, not locking people into templates.
• [18:59] - Data cleansing and data structure.
• [20:10] - Using data to tell better stories. Demonstrating what's actually working.
• [24:51] - Definition of incrementality reporting.
• [26:26] - How HockeyStack positions itself against competitors.
• [27:55] - Flexibility of the data model and dashboarding platform. Bringing in Snowflake data.
• [29:18] - Incorporating self-reported attribution. How many "dark social" touchpoints actually can be tracked.
• [33:12] - How HockeyStack innovates rapidly on the product. Impact of being in Y-Combinator.
• [35:49] - Marketing Mix Modelling - what it is and how to use it.

Resource Links

• HockeyStack - Official Site

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