For Supermetrics, a key to marketing success (and theirs) is the philosophy of helping people. | RGR 094

Overview:

Supermetrics is an industry-leader in building user-friendly data analytics tools anyone can use. Marketing Director Edward Ford says they do that by harvesting data from marketing platforms on one side and finding ways to integrate it on the destination side with product-led growth.

He says a key to this is content for inbound marketing. “The philosophy of content is that you’re just there to help,” Edward says. “The best marketing is when you help your customers be more successful in whatever it is they do. If you take that into the heart of your marketing strategy you can’t really go wrong.” Supermetrics’ 400,000 users worldwide agree.

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Rise Grind Repeat Podcast
powered by EIC Agency

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Hosted by Dustin Trout
Produced by Andrei Gardiola

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Check out the full video episode at:

Youtube Channel – https://bit.ly/3dlwjnJ
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https://www.youtube.com/watch?v=kQHtHqb9DrY

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| Rise Grind Repeat 094 |

00:00

For us, the way we approach content is very much search first. So everything we we think about when it comes to content marketing, we’re just trying to understand, okay, how can we rank for this on Google? And are we going to be getting the right kinds of people onto these articles who could then find Supermetrics useful?

00:31

Today’s episode of Rise, Grind, Repeat, we talked to Edward from Supermetrics. Talk about how they’re using data to fuel their content marketing strategy. Let’s dive right in. Thanks so much for joining on another episode of Rise, Grind, Repeat, I am pumped for this one. As I mentioned kind of word connecting beforehand, been using Supermetrics for three plus years, we’re very data and analytics focused and I still reminisce sometimes of you know, taking 12-13 hours to to put all these Excel sheets together formulas are working. But what you guys have come out with is has been amazing in terms of efficiency and, and pulling numbers. But you know, for we kind of nerd out too much on the data and analytic side. I’d love just to kind of let you introduce yourself, what’s kind of your background and what do you do at Supermetrics.

01:21

My background is I’m as you can tell by the accent originally from the UK, so a little bit far from the southwest of the states, Arizona, and so forth. But originally from the UK, and I have lived in Finland for about 15 years. And so I think I’m a little more Finish than I am British these days. But my career pretty much started off in an agency after graduating from university. And that was great because I got to work in a very small agency like 10-15 people, I think you know how it is. In an agency, you do a lot of different stuff, you have your job title, but you wear many different hats, you do a lot of different things. So I was working with clients on projects, on copywriting project management, our key account management, further down the line was recruiting, building a team and also doing our own marketing. And that’s what I really fell in love with. And I knew from there, I wanted to go really full on marketing and find an in house role. And worked in a couple of different tech companies here in Helsinki, where I where I’m living, and from there, I went to a b2b SaaS growth marketing agency. And that was really where I got my first introductions to working with SAS companies in particular. So that was a Finnish agency that was then going international working with more companies around Europe. And from there, I joined Supermetrics. So after like two, three years at another agency, I made the leap in house to an in house SAS team, I joined Supermetrics, a couple years ago. And it’s just been phenomenal the growth in the company. When I joined, there was about 30 people in the company. And we were all sat in the same room, literally the whole company. And now we have three offices, we have Helsinki, we have Vilnius, and we have an office in Atlanta. And there’s 150 people we have 4x AR in two years. It’s it’s just been phenomenal. Really fun, the marketing team has grown as well, quite substantially in that time. But then the sales team, that’s where we’ve seen a huge growth. So when I joined, there were just three people in the sales team. And now they’re about 30 people in the sales team. So we’ve really been expanding there, which has obviously changed how we do our work as Supermetrics was a pure self serve SAS business. Initially, we got to 5 million in annual recurring revenue without a single salesperson. And obviously now we have way more in sales and marketing. So let’s change the day my dynamic so yeah, so a lot of different things, but really rooted in, in marketing in b2b and in SAS.

03:57

No, I love it. Love, love the background. And before we kind of get into marrying, I think a big disconnect is, you know, the sales and marketing teams, there’s a big disconnect, typically, in most organizations, so love to kind of hear some of your insights there on on how you kind of tie those two together. But just out of curiosity, what was it like to go from agency life to working? You know, within a brand, it’s I think the day to day is completely different from agency, you know, fires, trying to put them out to, you know, not as much bureaucracy. But if you go in house, you know, there there might be a little more time to getting things approved. And it’s just a different day to day, then that, you know, we’re going to traditional agency, and knowing that you did work at a smaller agency where you’re wearing even more hats than you know, your traditional 1500 person agency. What was that transition? Like? You know, going from the agency to in house.

04:51

Yeah, it’s, it’s a lot of fun to work on both sides of the table because you really get to understand things from different perspectives. I think when you’re what can an agency for sure, it can be quite chaotic. But I think the great thing is that you, you learn a huge amount in such a short space of time normally, because you’re working with multiple clients at the same time. So I think it depends on the agency. And obviously the size of the client as well. But if you have like one or two really big clients, you can spend all your time working with those companies, or it’s not uncommon, you might have more. So you have a lot of different businesses you work with you meet some fantastic people who really push you and work with you to help get results, obviously. And you have lots of problems to solve. So in, say, I think one year in agency, you can learn so much more than, say, one year in house if you’re working with lots of different clients. But then, of course, the the challenge with that is that there’s only so much you can do, and maybe you’re only focusing on a certain area of the business, where your agency specializes in, and then you kind of see issues that when you’re in an agency, your your influence is limited. So when you go in house, you have a lot more ability to go and impact things across the whole organization. But of course, the flip side is that you you sort of have that one business in a way you have one client, so to speak. So obviously, there’s so much to do, and there’s a lot of different things going on. But the variety is maybe lacking compared to an agency life. So I think there’s a lot of obviously pros and cons on both sides. But I think to have that experience, particularly for a marketer, I think if you work in marketing, I highly recommend you to go and work in an agency at some point, it’s gonna seriously level up your skill set. And, and so yeah, I think I think definitely a lot of good things to like about working on both sides of the table for sure.

06:46

Yeah, no, it’s uh, I definitely agree with you just many hats have the opportunity to learn so many different verticals of business, which then are different problems and industries? And really, I mean, it gets you problem solving very quickly. Yeah, been in the agency world for started 9 years ago or so, no more than nine years. It’s just looking back amazing between learning Google Analytics, Facebook ads, media buying just SEO just you’ll learn quite a bit over that that course of time, which ultimately is why I wanted to start this is tend to build up that that knowledge bank, and then how can how can we use it ourselves, but did have the opportunity to work in house basically transition between agency and opening my own thing. And so it is it is a lot different in terms of just the speed of pace and what gets focused on And to your point, it’s it, it is a lot different. And I think there are pros and cons to each side. But it definitely definitely a different taste of life, you know, between the two different industries?

07:51

Yeah, I think the the point you made there about speed and pace, that’s another important one, when you work in an agency or paying for results, and you don’t really have time to waste or to spend like huge amounts of time on research and so forth. Of course, that’s important, but you need to get results quite quickly. So speed is the essence of what you do. And that means like having really good processes, and having good systems in place that enable you to deliver results and get things going quickly, which I think if you then make the move in house, and you bring that agency mindset, you can almost work like an internal consultant at first to figure out okay, what’s the challenge? What’s going on? Where should I hit first, and then you kind of jump in with speed. So I think that’s another big benefit of working in an agency that you typically work at a much faster pace than if you just been an in house marketer your whole career as well. So yeah, for sure. I think that’s a super, super good point as well.

08:44

Yep. And knowing that you’ve kind of played both on the marketing side, you know, you’re you’re you’re in sales now started from the ground. I mean, what Supermetrics love to kind of here, what kinds of things are you doing? I was impressed with, you know, your LinkedIn, you know, content marketing, quantifying results. I mean, there’s, there’s a lot that that is on your resume, which I think a lot a lot of people are trying to figure out so would love you know, that’ll give me the secret sauce away? What are some of the things that you guys have done that that has helped really drive sales and made you guys 4x in the last two to two years?

09:21

Yeah, I think one of the most important things is just to figure out where your customers come from. So you’re not just shooting in the dark or throwing spaghetti against the wall. But just really think there’s so much you can do marketing, there’s so many channels, and so many tactics and so many things that you can do that if you’re not careful, you’ll just do 100 things average. And rather than doing say, three, four or five things really, really well. So first of all, we’ve kind of figured out well what are the channels that we really want to go for and super metrics that the nature of the product is that we integrate with lots of marketing platforms on one side, and you can bring data from all those different platforms in into spreadsheets into dashboarding tools like Data Studio, and so forth. So we integrate with a lot of marketing platforms like Google Analytics, Facebook, LinkedIn, and so forth. And then we also integrate on the destination side with things like Google Sheets, Microsoft Excel, Google, they studio, BigQuery, and so forth. So for us marketplaces are huge, huge. Like part of our marketing strategy, in that we can tap into all those different networks. So that is a big thing that we play on. And then we also think about the product itself. So how can we leverage the product to actually grow to what is often referred to as product lead growth. And then in addition, just figuring out that, of course, paid is a great, great channel, if you can get it working, it’s very easy to measure, and you can see what is and isn’t working. And then there’s a lot you can feed into other marketing channels from your pay results as well, like what messaging works well, it’s a great way to test things quickly. And then also, I’m a big believer in content, and inbound, having worked in in the inbound agency in the past as well. But also, when I was in house in a previous company before Supermetrics, we weren’t big on inbound, just as HubSpot was really starting to gather momentum. And we saw the results. And I think the great thing about inbound is that it’s it’s not so much the methodology or the tactics, but I think it’s more the philosophy that you’re just there to help. So it’s really about educating your audience. And I think the best marketing is when you help your customers be more successful in whatever it is they do. And I think if you take that into the heart of your marketing strategy, you can’t really go wrong, of course, how you implement that. That’s a whole new story. And that’s why I think content marketing is fantastic. And I think as well, organic acquisition is, it’s just a goldmine if you can crack it, and if you can find areas to target, it doesn’t mean going after these high volume, vanity search terms, which might not have too much to do with your product, or your service, if you’re just going for the traffic numbers, then that’s really not what it’s about at the end of the day. So trying to find really good quality keywords that what we look for, indicate high intent. So we know that if people are searching for this keyword, there’s a high likelihood that they would find Supermetrics a really, really useful solution. So I think intent is something we value a little more over quantity. And then of course, looking at other things like competition, and so forth. So So those are some of the things that we try to focus on. And there’s a lot of things we’ve spoken about doing. we’ve experimented with events. But we haven’t really dived into that fully or committed to that fully, we got some good results, but we didn’t see enough to kind of go go fully in that direction. There’s a few other things as well, we can do. But we still have a relatively small team. So you need to be quite careful. But one thing, we recently launched is our podcast, we finally felt it was the time to do that, again, was something we had discussed for for some time. But now we felt it was the right time. And we kind of layered that on top of our own content marketing strategy. And I think as you know, that just from one episode, you can actually get a lot from that in terms of repurposing content distribution, and so forth. So I think that’s a sort of short overview to philosophy and how we think about marketing and the kind of channels and tactics that we we look into.

13:33

No, I love all of that. It’s, we have a very similar approach where I mean, just most clients, most brands that we see, I mean, all the messaging is buy now buy today, here’s a discount. And it’s I mean, it works. It does work in a sense. But if you were to take a step back, and really how can you bring value to your potential consumers, your prospects, that’s where you start getting people thinking. And once you can educate them on how better to either use the product or service how it’s going to make their life better, easier, take more off their plate, whatever that that position is that your product or tool helps with, I think you can get people to really understand the value of what you bring. And now you’re going to create more of a larger lifetime by a customer rather than someone goes, Okay, I’m going to get $20 off the first month, the Supermetrics sweet, but I don’t really know how to use the tool. So now I stop after month, one, two or three. Whereas if you’re doing more educational on, are you trying to combine Facebook, Google ads, and I know that you guys recently connected to a bullet base, all these different channels that you guys are running. Wouldn’t it be nice to aggregate that all and not have to spend hours and so it’s like as you educate more and show people really how to use the product or service. It’s gonna you know, the aha moments gonna happen and again, it’s your now you’re gonna not even have to use any type of discount to get them on. They’re probably gonna use it longer because now they’re educated, which I think is amazing. Big, big issue when it comes to SAS is I think there’s a lot of great ideas, great tools out there, you get someone to sign up. But if there is no onboarding, or how to use the, the tool, you’re going to lose people quickly. And once they start seeing that reoccurring bill come in, you’re going to lose them. And that’s ultimately not not what anyone wants to do. The most expensive customer is a new one, rather than retaining them. And so, all that being said, Do you have any types of examples of the content marketing that you guys are doing? What? What does that look like? Cuz I think content marketing is really well known people understand? Yeah, I think I need to do it. But how do I do? What do I do? Is it is it a podcast? Are they blogs? Is it a little bit of everything? Are you able to shed some light on some types of content pieces that you guys are folded into the content marketing?

15:50

Yeah, sure. So for us, the way we approach content is very much search first. So everything we we think about when it comes to content marketing, we’re just trying to understand, okay, how can we rank for this on Google? And are we going to be getting the right kinds of people onto these articles who could then find Supermetrics useful. So we also take this product lead approach into our contact marketing as well, so that I think almost all articles or most articles that you’ll find on Supermetrics are in some way tied to the product? So an example of what we could be looking for would be, as you said, How can I aggregate Facebook tabular and Google Analytics data. So if someone is searching for that combination, or if they’re looking to, say move tabular data into a Google Sheets, spreadsheet, then those are the things that we’re going to be looking at and writing articles on. Okay, how you can actually do that. And hey, presto, Supermetrics, is actually a quite quite handy way that will let you move your marketing data and centralize it basically, from wherever you want to wherever you want. And that’s really at the heart of what we do. So we have quite a few templates that we have produced around common use cases. And then we write supporting articles on how to use the template and in which cases will it be useful. So that’s sort of the the short summary of our approach to content. And we don’t really deviate from that we, of course, might write about some other things, we might create some some more brand driven content about the importance of analytics, and so forth. But for the most part, that’s that’s what we’re looking at. And our content is really measured in terms of new trials. So how many people start a trial on the back of content, of course, how many people then go on to convert and become a customer? I think the point you said there about retention in SAS is is so important, because we can’t just splash a 25% discount by now this offer ends tonight. Of course, we could do that. But we need to ensure retention, because it’s actually costing the business. If someone signs up Supermetrics, they purchase the product, and then they decide to cancel after a couple of months. So the acquisition is just going to be higher than the amount that we got back. So we really make that into everything we do from day one in marketing that we often say and I think many marketers say in SAS that customer retention starts from marketing and acquiring the right fit customers in the first place. So that you know that they’re going to stick with you and so long as you can keep providing value, that they’re going to stay with us. So so that’s a kind of intro into, like how we think about content and what we really look at at Supermetrics.

18:48

No, I love it, just the the search intent. I started in everything working with Google, way back when and it was all educating small business owners on how to use the Google AdWords at the time platform. But from that just learning how valuable tying into someone’s intent, what it is that they’re trying to look for accomplish, do you can reverse reverse engineer a strategy that speaks to that? That’s huge. And I mean, we’re kind of taking a similar approach, just one with podcast, video content, based on how people are searching and folding video in is has been huge. But I think one thing that that you mentioned, I mean, going back to working at an agency, it’s speed, efficiency, setting up processes and tools. where, you know, CMS has been huge when it comes to that. Just expediting how quickly we can give people real time data. I mean, it used to be you have to wait three months or three weeks into the month before you see last month’s numbers and that’s helped tremendously. But what I would say is, you know, most people ask what is the ROI of content marketing and takes six, six to 12 months to really pick up steam, it doesn’t seem like it’s ROI focused or that it is going to drive ROI. But after hearing what you mentioned how you guys forex in the last, you know, two years, what would you say to someone that just says they don’t have the time or energy? They don’t see the value in producing content that isn’t just so sales focused? Yeah.

20:16

Yeah, I think that the most fundamental question is, like, why would you produce content? And does it make sense for your business? Do you do you see content? And I think when we speak about contents, we’re talking a lot about sort of longer form blog articles, or how to posts or landing pages on websites, pillar pages, does that actually make sense for your business? And your industry? And I think that that, that is where you really need to start, because I’ve seen the the other side where companies have just jumped into blogging and content without any understanding of why they’re doing it, and how does it tie to their business outcomes. And it was, it’s maybe not as bad now as it was, I think when when blogging came about, like 10 years ago, and then HubSpot, were driving everything, that people just sort of jumped on the blog bandwagon. And I think when we use the word blog, it’s also associated with those old school, web 2.0 kind of diary entries, where you share news about like, what is happening, even though that’s changed somewhat. So it’s, I think, in the while, in our case, it’s not really about a publication, it’s more about being a library. So that’s what we think about with our content. So I think you just need to understand why you would do it, does it make sense? And try to try to figure out if it’s right for you, and if it if it? If it seems like a good tactic, then go for it. And I think just just start small and try to identify, okay, what is the purpose of our content? Are we trying to acquire organic traffic through Google? Or is it more about getting people to share bold articles about controversial topics, or taking a stance on a polarizing issue in your industry, that you’re going to get people talking? Again, those purposes have very, very different approaches to creating that content? So I think the most important question is why, why are we doing this? Does it make sense. And then, if you think it seems like a good idea, then I’d encourage you to try it out, start small, see what results you get. But if you commit to content, then you need to stick with it for quite a while, because like you said that it’s not something you just do, and it pays back immediately. It takes a lot of time effort. But I think there’s a lot of good brand benefits as well. If you start creating content around a specific topic relevant to your industry or your field, then you start positioning yourself as a thought leader, as someone who really understands this. So I think even for brand play, it’s there’s a lot a lot to like about content.

22:56

Yeah, no, I love everything about that. And really, when it comes to producing content and everything, do you do you kind of leave that? Or what is your role? And I guess how, how Supermetrics makes what it is they’re going to make in the pipeline.

23:13

Yeah, so we mainly do most things in house, it’s, it’s quite an important channel for us. So we have I guess, if you add me, I’m occasionally writing content, maybe a little less so these days than I used to. We have two full time content marketers. And then we have myself and another member of the marketing team who are creating content every so often. And that’s just because we felt like content is so important to us that we want to try and keep the core of that in house. But then we also partner and work with some fantastic freelancers who are specialists in specific topics. So Supermetrics, has recently ventured into e commerce. So you can pull ecommerce data from Shopify into into wherever it is you want to analyze that data. And so we’ve found like some fantastic freelancers, who, who really know their stuff around e commerce and e commerce analytics, who helped and created some content for us, we’ve partnered with some other freelancers as well. And then we also have a lot of people reach out to us about whether we accept guest posts, which we do, but we’re a little thorough in terms of who we would work with. There. I think like all marketing, marketing companies, marketing companies, get a lot of people reaching out and asking if they can write on Supermetrics, some better than others, I have to say, some pitches, maybe not, haven’t been thought through too much. So that’s a clear No, but that’s also a great way if you can find some good guest writers, to work with them as well to really add some scale to your content. So those are the I think the three main ways in which we produce and scale our content.

25:01

No, that’s great. I didn’t know that you guys accepted that we’re actually working on leveraging your guys’s affiliate program quite a bit. I’ve seen some success there. And it’s what we’re finding is we’re gonna start producing content around it a lot of how tos and and basically how you can just get good data in real time without having to wait, go into Google Analytics and all of that. But if there’s anything that we think is good, I’ll shoot it your way.

25:26

Yeah, definitely. I look forward to it.

25:28

But outside of that, I mean, you’ve been on the ground floor of creating content, getting a team of basically producing the content, really spearheaded quite a bit of that, what’s the biggest thing that you’ve learned, you know, being on on ground zero, getting to where you are now, when it comes to just overall just inbound strategy, content marketing, just really how to produce content to drive sales. What’s been the biggest thing that I guess you’ve learned throughout the year, your time at Supermetrics?

25:58

Yeah, so I think you kind of need to bridge with your with your content and inbound, you’re basically the bridge between the customer and the sales team. So on the customer side, you need to obviously, really, really understand the customer. And like all good marketing, you need to do a lot of research, you need to interview customers, you need to figure out pain points. And you need to understand how they search for solutions and how they find out about solutions. And keyword research is a big part of that when it comes to content. And just understanding the ways and the channels in which people come to you through content. And then you adapt your content strategy for that. So that is sort of on the customer side. And then on the sales side, it’s okay, so people come to your site, what happens then? In the old days of inbound, it was about gated ebooks or gated premium content, PDFs, and so forth, which I don’t know. There’s a big debate about this going on in marketing right now. Is this something like from the past? Is it old school, Does it still work? I think there’s a time and a place for it. If you can add, like provide enough value, I think the bar has just become a lot higher, whether it’s through original research, whether it’s through some some really longer form content, if you can just fight I think it works. And it works better. Also, with certain types of sales cycles. If you have slightly longer sales cycles, more high touch big sales team involved, then that can be a good conversation starter. But basically figure out what happens after that. So Supermetrics. Really, it’s more about getting people to start a trial. So that’s, that’s what we’re looking for people to do. And then once people start the trial, then the trial onboarding flow is going to help people understand a bit more about how to use Supermetrics, about what they should do to get started, and so forth. So it ties in quite nicely. And we can bring in templates, we can bring in how to tutorials, and so forth. So So that’s kind of how we think about it. what’s what’s changed for us is that we’ve now layered a podcast on top, which I think is more of a brand, brand driven content initiative. So it’s a step away from our bread and butter, marketing strategy and our content strategy. But we really, really, really want to be part of the marketing analytics conversation, I think anyone who is using Supermetrics is going to be interested in marketing analytics. And I think anyone who works in marketing these days, whether it’s b2b b2c e commerce, you need to have a good understanding of marketing analytics, even if you don’t know how to work with data, you need to understand the importance of data. And you’re gonna be working with people who will be crunching numbers, whether it’s marketers in your own team, or maybe if you have a data and analytics team, if you’re a slightly bigger company, you need to understand that you need to have a good foundation in place, and you need to be able to make decisions based on the results you’re seeing. So we really want to be part of that marketing analytics discussion. And that’s why we started the marketing analytics show, which is really discussing with a lot of different marketers marketing on basically anything to do with marketing analytics. So there’s a lot of different topics we can dig into there. But that’s also been a good way to kind of move into other topics. And it’s been a great way to expand our network. And there’s a lot of ways we can repurpose that content as well. From the podcast, as you know. So that’s that’s kind of how we think about content and inbound and how we like move business forward and think about the customer but also the sales team as well.

29:40

Yeah, no, very, very well said. And I love it. And I think I mean, podcasts, it’s easy for businesses, business owners, whoever it may be just to kind of send the next shiny object and chase that and almost kind of make no progress on on any front because it’s you’re constantly chasing the new thing got to figure out how to use it. It might not work I I love going back to the the ebook and the downloadable content, I think. Yeah. What is your opinion on I think, I think to your point, there is a time and place to use it, I think it’s more used for people are further down the sales cycle, then then prospecting, introducing the brand only because it’s, you know, how many times do you fill out your real email phone number? It’s not your throwaway one, that you’re probably not going to see the following emails on that that drip campaign, whatever it may be. I think I think they are useful. But I think in certain certain applications and instances and how well they’re they know and understand the brand. Have you guys tested some of that? Are you guys folding it in Supermetrics? No, we

30:42

haven’t really gated any content. We’ve spoken about it. And we’ve discussed some ideas. But at this point, we haven’t kind of bitten the bullet and gone into it. We haven’t ruled it out. I think we just need to find something that justifies that. And we need to understand why are we doing it so that we’re not just generating contacts or leads for the sake of showing on a dashboard like we created, or we generated this many new leads through marketing this month? So yeah, I agree with you that there’s a time and a place for it, I just think the bar is a bit higher. And again, please make sure that people who who would be really interested in it would be willing to do it. And it’s makes sense on both sides. Because I think there’s so much good content out there that no one wants to give up their contact info for another crappy ebook.

31:33

Exactly, it all comes down to the strategy and the content that’s behind it, you can just take someone else’s blog post, copy and paste, now you got an ebook, I think to your point, the bar has has been set higher. So just takes more time, energy and resources to produce the good content that would give you the real contact information. And I think to your point, the whole goal of all of that is to feed a sales pipeline that’s going to turn into paying customers and revenue. So as long as all that checks out, I think it’s still still a good opportunity. But again, I think there’s too many people just not putting enough effort into creating the good content that I mean, I would give my personal information for knowing that going to be contacted and stuff like that. And when it you know, talking about you’ve learned a lot, you know, you guys just rolling out a new podcast, I absolutely love it. Because I mean it outside of just it’s fun connecting people like you, it’s fun networking, but there is a ton of opportunity to chop up a bunch of two, three minute clips from a 30 minute conversation that can feel some of the content marketing. And if done, right, there’s a basic breakdown, what looks like the cost of of doing the podcast, because there’s so many different applications that can be used for but knowing that you just launched it. What are things that you guys are working on in in not not so much the long term, but the near term? Future, some of the big pieces that you’re working on in the next three to six months? Is that trying to test a new channel is that, you know, putting the gas on the fire when it comes to the podcast? Or what are some things that you guys have going on that that you’re looking to accomplish in the next three to six months?

33:11

Yeah, so I think I kind of break this down on different levels. So on a company level, we’re really driving for growth. So we’re pretty ambitious, we’re looking around 60 70% year on year growth, which for SAS company of our size, it gets harder and harder, when the baseline is just getting higher, but that’s what we’re looking at. And then for sure, on the marketing on like the marketing level, we are looking to hire and grow the team find a couple of key key recruits. But for sure, I think just keep doing what we’re doing. And actually, as you said, throw a bit more fuel on the podcast fire. So when we started the podcast, we agreed new episode every two weeks that was the goal. But then we improve that processes, we made things more efficient, like when you start a new podcast, it can take a bit of time to get get things up and running. But then when you refine the process, it becomes easier. And we were getting like good results. And then I think another thing that we’re looking at is implementing and use to access measure and marketing. So moving towards what is called a pq l i know that there’s a lot of qL going around in marketing, mq, ELLs, SQL, and so forth. But we’re looking at the product qualified lead, which is something that’s used a little more in SAS, so that you’re not just generating file users, but people who start a free trial, but then there’s actually some qualitative measure that people are not just starting a trial, but they’re actually using the product getting value out of it. And then that’s a way that we can make sure that we’re providing good quality opportunities for the sales team. We’re finding the right people and that the people who are using supermetrics are getting value out of it. So that we’re not just Again, trying to hit that vanity metric. So that’s something we’re going to be implementing coming up with definitions of what a peak URL means at supermetrics. And then obviously, getting the internal data, we can measure that and track that and follow that. So those are some of the things that we’re going to be looking at in the next three to six months, I would say,

35:21

that’s great, producing more content and looking at how you can slice and dice data a little bit differently to just give you a better insights on how to how to grow even quicker. I think that’s everything. It’s It’s funny, you mentioned that because it’s always trying to figure out different ways, whether it’s me have bounce rate, average session duration, and in Google Analytics, how can you kind of form a couple different metrics together to create your own KPI? And I’m really testing it. And is there a correlation between that number and sales or growth that’s happening, but I think, I love that you guys are, you know, head down, trying to figure that out. And then from a personal level, Below are some of the big things that you’re working on to, to continue your own personal growth.

36:04

Yeah, so I think one of the big things that are happening right now is that I’m actually on paternity leave, as we were chatting about. So that is definitely having a huge impact on my own personal growth. So we have a one year old here at home, my wife, she’s just returned to work after her maternity leave. So now I get to spend a bit of time, just the two of us some good, good boy time, good bonding, before he starts daycare, which has been, like phenomenal. And also I think it’s a good way to reflect on on work as well, you get to step away. A lot of things that I’ve been having issues with or haven’t just had time to think about you kind of switching off, then all of a sudden, it comes to you in the evening when you’re watching TV or cooking dinner. So for me, I think that’s, that’s gonna be definitely one of the big things. And then obviously, going back to work in a month or so now from this recording. So jumping back and catching up and figuring out what’s been happening while I’ve been away and jumping onto the pgl bandwagon and figuring out like, what does that mean, and one of the numbers look like, and then hiring, so that’s going to be something that I’ll be jumping back into, I’ll be spending a lot of time on recruitment when I when I get back and then otherwise. Yeah, I also host a podcast as well, which is I do from my previous company from from the agency I was working out before Supermetrics. We started out three years ago. And that is all about b2b SaaS marketing, as the agency was a specialized in working with b2b SaaS businesses in the Nordic and European region. So I’ve been interviewing some fantastic guests from the world of b2b SaaS, I’ve been kind of keeping that up as well in the evenings. So I have a good pipeline of episodes, which has been a fantastic place to grow. So yeah, I think those those are some of the things that are for sure, going to be keeping me busy. In the next like three to six months.

37:56

That’s also always the name of that that other podcast.

37:59

It’s called the growth hub podcast. So if you’re interested in b2b SaaS marketing, then yeah, I would absolutely love for you to go and check that out. And let me know what you think.

38:09

Awesome. Now, I will definitely include a link in the show notes. And now you will give you a little shout out there. But I mean, this has been great. I really appreciate the time. And as we kind of kind of wrap things up, I guess, always try and leave on, you know, some form of advice or, or anything like that. And really, you’re big in the data analytics, real time numbers, I guess, for any business or entrepreneur that’s out there to try and just get quicker and figure out how they can make better decisions, I guess, what’s one big piece of advice that you’d have for them as they’re trying to figure out how to how to get better data quicker? and whatnot?

38:49

Yes, so I think the best piece of advice I could give here would again, just be to figure out what is it you’re trying to achieve? Why are you trying to achieve that? And what is the best way to measure that? And then once you figured out a good way of measuring that, it’s much easier to make decisions move quicker and come up with the right decision. So I think just having that good foundation in place for data analytics is gonna make your marketing and your your business decision making a lot easier.

39:24

Awesome. And I would say, you know, that’s watching that that wants to do that. Check out super metrics. They’ll shave off hours and your monthly what’s going on just launch campaign? What? How’s it performing? Check out Supermetrics. And your life will be changed. Totally after that.

39:40

Yeah, we’ll automate all the work so that you’ll for sure, save a lot of time.

39:45

Yeah, no, I appreciate the time. This has been great. We’d love for you to get back and enjoy your paternity leave. Edward. I really appreciate the time. And yeah, looking forward to seeing more content that you guys pump out. Sounds like you guys may doing a lot here in the near term. So I’m excited. See how you can just help more businesses grow by giving them data, the data they need. Yeah, absolutely. Dustin,

40:05

I just want to thank you again so much for having me. It’s been awesome chatting with you on the podcast. Awesome.

40:11

Appreciate it.


Where To Find Edward Ford

LinkedIn: Edward Ford

Podcast: The Growth Hub

Website: Supermetrics.com


On the previous episode of RGR, Dustin talked to Clay Manley the founder of Speakeasy Sales Copy, and when you listen to him talk about what he does for businesses that hire him, it’s easy to see why he has a long string of successes and awards: he’s genuine about wanting to help clients succeed.

Watch the episode here!

A Taste Of What We've Done