9/1/2023 0 Comments Notion valuationActivated teams - Notion defines an activated team as when at least two team members visit their Notion account twice in the first week.Rather than using sign-ups or web visitors as KPIs, Rachel looks at activated teams, upgraded team accounts, and pipeline value. The International marketing team serves this audience, focusing on each region’s unique language, culture, and product needs.īecause Notion is easy to sign up for and has benefited from viral moments that drive general traffic, a sign-up itself is not proof a user will be valuable. International - 80% of Notion users live outside of the U.S.Demand Generation - The demand generation team is focused on building awareness and interest among decision-makers to drive pipeline for Sales, adding a top-down motion to a very powerful bottom-up machine.Content - The content team creates educational and enablement resources about the product, the community, and the industry as a whole, as well as supports top-of-funnel campaigns.They inform the product roadmap, position new features, develop messaging, and help with distribution and education of new products and features upon release. Product Marketing - This team brings new products and features to market.It includes Performance Marketers, Web Engineering, and Growth and Lifecycle Marketers. Growth - This team is focused on getting end users signed up and activated with Notion, usually through an initial free account.Rachel’s team is currently structured into five groups: They also need to invite others to Notion so it becomes collaborative, as working together is how much of the product’s value is unlocked.” The team structure “For Notion to grow, users need to see it as a valuable tool for more than personal note-taking. This value becomes especially clear when Notion is used by teams. The users need to understand all the value that Notion has to offer if they’re going to convert from freemium users into paying customers. In her words, it’s taking care of “everything after the awareness stage.”īecause Notion benefits from an incredible community and stellar word-of-mouth marketing, millions of visitors come to the site each month and many of those visitors then sign up for a free account. Rachel leads Product Marketing, Growth Marketing, International Marketing, Demand Generation, and Content Marketing. Growth marketing at Notion: the scope, the team, and the KPIs Rachel’s scope For growth marketing, Notion focuses on function and role Segmenting your audience is essential and the correct segmentation depends on your needs.Companies with high-volume organic traffic will struggle when using paid channels without a strong data engine to optimize paid efforts.Don’t hire traditional marketers for your growth team.You won’t be able to grow without proper insights To enable your growth team, focus on having robust data first.Optimizing your website is essential for conversion and low-hanging fruit can improve performance substantially.Activations are a much stronger true north A sign-up for a freemium business is likely a vanity metric. The challenge of paid channels when you have strong organic success.The foundational activities of growth marketing.Growth marketing at Notion: the scope, the team, and the KPIs.Her insights will be instructive to anyone looking to accelerate their growth. There, and later at Slack and Notion, she became one of the best product and growth marketing leaders in SaaS. Rachel and I worked together at LinkedIn. Rachel Hepworth, who leads Product and Growth Marketing at Notion, is at the helm of the company’s growth efforts. All this has led the company to a $10B valuation, with 20 million+ users logging into Notion to take notes, track projects, and coordinate work. The Notion team has expertly layered its growth engine atop a very successful community-led top-of-funnel motion. In 2020 alone, Notion saw a 5x growth in users as the pandemic pushed more work online. Notion is the new poster child for rapid product-led growth. There, we share insights and advice from leaders who have built successful PLG businesses that target software development teams. This post by François Dufour is part of our series on Product-Led Growth Playbooks.
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