How marketing works at Buffer

Notes on how to build a growth engine, how to build a brand engine, and how all the different parts of marketing work together to help meet goals.

The presentation includes:

Why goals are important to us
How to break down a goal
What our growth machine looks like
Defensibility with a capital D!
What our brand machine looks like
So ... what does this all mean to me, today?
Growth models

An audio version is available at https://www.kevanlee.com/building-a-growth-engine/

Transcript

1. Building a growth engine
2. Inside the Buffer marketing machine
3. We have two engines that make us run: Brand engine and Growth engine.
4. The goal of the growth engine is revenue.
5. Revenue growth means we're sustainable, we're flexible, and we're keeping up.
8. SEO Word of Mouth High-converting Website Email marketing Product launches Network effects
9. Defensibility
10. The brand engine drives positioning.
11. Content Marketing Social Media Podcasting Website Press
12. How to act on it
13. The theme for product marketing and growth in Q3 is trials.
14. The theme for brand will be delivery.
15. Growth model
16. Reactivation - 0.64% Expansion - 5.56% New - 94.44% Churn - -5.60% Contraction - -0.28%
17. Net new MRR / by ARPU / trial conversion rate = trial starts needed
18. Thank you!