GMT021: Kieran Flanagan – VP of Growth at HubSpot – Part 1 of 2

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Kieran Flanagan, VP of Growth at HubSpot, has a proven track record in helping SaaS businesses, from start-ups to enterprise-level companies grow their traffic, users and revenue. In this part 1 of 2, Kieran shares with Growth Marketing Today how he manages a global growth team that spans multiple time-zones. You’ll also learn tactics HubSpot uses to activate free users into paid users. Find out incremental and disruptive growth experiments at HubSpot in 2018.

One of the biggest mistakes growth marketers make is they become so obsessed about being right that they look at the data and don’t want to be wrong – @searchbrat Click To Tweet
What You’ll Learn in This Episode
  1. What the global growth team look like at HubSpot
  2. Tactics HubSpot uses to activate free users into paid users
  3. The difference between “safe bets” and “big swings” experiments
  4. Incremental and disruptive growth experiments at HubSpot this year (2018)
Tweet Some Quotes from This Episode
One of the biggest mistakes growth marketers make is they become so obsessed about being right that they look at the data and don’t want to be wrong – @searchbrat Click To Tweet Growth marketers have to reframe growth experiments. They’re not about doubling metrics overnight. It’s just another form of research to know if something is worth your time. – @searchbrat Click To Tweet It’s usually not just one thing that’ll make up that growth result. It’s usually a bunch of things. – @searchbrat Click To Tweet We build a culture at @hubspot where people hit their goals, but we’re also people who run experiments that won’t work out. – @searchbrat Click To Tweet Growth teams have to have clarity around their goals and then the freedom for the people in that team to decide how they’re going to hit those goals. – @searchbrat Click To Tweet “Safe bets” experiments are minimum viable tests that you know will hold as you scale. For disruptive tests, it’s much hard to run minimum viable tests. – @searchbrat Click To Tweet Most growth marketers veer towards incremental gains because it’s so much harder to get the big swings. You can’t prove them in a minimum viable way. – @searchbrat Click To Tweet At @hubspot, we have 3 horizons – horizon are things that are going to make us successful this year (85%), horizon 2 are things that you think will work but haven’t proven (for example affiliate program) (10%), horizon 3 are big bets… Click To Tweet
About Kieran Flanagan

Kieran Flanagan has a proven track record in helping SaaS businesses, from start-ups to enterprise-level companies grow their traffic, users and revenue. He is a thought leader on growth marketing and speaks at events across the globe on the topic. Kieran is currently the VP of Growth at HubSpot where he is responsible for acquisition of free users, monetization of those freemium funnels and optimization of our global web strategy.

Outside of that role, Kieran advises startups on all things growth.

Show Notes
    • 01:51

      Kieran’s career journey

    • 04:32

      What his growth team looks like right now

    • 07:34

      How his process looks like

    • 09:37

      How he encourages the culture of experimentation within his team

    • 15:20

      3 Horizons

    • 17:34

      Things that made them successful

 

Links

Music By The Passion HiFi www.thepassionhifi.com.

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