Our goal, as growth marketers, is to maximize revenue by focusing on clearly measurable and directly profitable marketing initiatives.
This means that we should try to acquire more users for less, make more of them stick, increase their value over time and make it easy for them to tell their friends about your product.
I believe there are three ingredients that go into developing a successful growth marketing initiative:
Creativity to come up with new experiments.
Data to measure their effectiveness.
Experimentation to iterate until you find an initiative that works.
I consider myself creative, but coming up with ideas to try isn't always easy.
That's why I love reading about smart people who come up with creative ways of acquiring users, scaling their companies and growing revenues.
Here's a super interesting growth initiative that I discovered thanks to Guillaume Cabane – in my opinion, one of the smartest growth marketers out there.
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The Champion Moving Campaign
Did you know that 15% of employees leave their company each year?
Or that the average employee tenure is 2 years?
Those are staggering figures.
In a B2B context, the first thing you might think about is how many users you're losing to employee churn each year – which means important losses in revenue.
But that's not how Guillaume Cabane sees it.
What if this person became your "champion"? The person in the account with whom you're most in contact with. (source [fr]).
You've now got yourself a "champion": someone who has used your product before, sees the value in it and (hopefully) wants to get their new company to use it asap.
How it works
To know when a user has left their company, Cabane looks at bounced emails.
A bounced email likely means that the user left the company and their email address was deleted.
By setting up an alert with ScaleAPI, Cabane and his team get notified when an email bounces.
Through a little manual work, the team looks up the person on platforms like Twitter and LinkedIn. When they find where the person now works, they send them an email as well as a personal gift through the mail to let them know they like them, and that they'd love to continue the relationship in their new company.
More recently, Clearbit's Job Change Alerts have made the Champion Moving Campaign much easier and more automated.
Some manual work is involved, but in a B2B context, this has the potential to greatly reduce CAC and win new customers easier.
Have you ever tried the Champion Moving Campaign? Let me know! 😊
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Cheers!
Sam 👋