Welcome to another episode of Three Minute Marketing, where we interview some of the world’s leading experts in growth marketing. We talk about search, social media, and analytics and bring it all together in crystallized, three-minute, value-bomb, interview-style pieces.
I’m Chris Mechanic, your co-host. Here with me today is Casey Armstrong, whom I’m super excited to have. Casey is a growth marketer. He’s a Swiss army knife. He started out on the agency side as an entrepreneur and then moved into his own information product company that got acquired. After that, he moved on to consult with some very impressive brands like Pantheon and currently works with ShipBob, a leader in third-party logistics that helps e-commerce companies to earn more margin by shipping more effectively.
This is the exclusive “extended cut” video:
- Casey knows someone who needed to market the first online B2B notary, so he modeled the Yelp directory in B2B and generated hundreds of thousands of visits.
- Understanding multiple channels is paramount to doing well. Casey looks for that when hiring. PPC data, for example, can inform SEO.
- Where are you most likely to have success? Most people fail to double down in this area and spread themselves too thin. Too many people chase the latest shiny object.
- Find a channel with a high floor and a high ceiling.
Bonus discussion after the recording:
- Chris thinks B2B is lagging behind how advanced B2C is.
- E-commerce brands are better than B2B at focusing on the add-to-cart process. B2B could learn something from them. They could use that as a similar micro-conversion (a simple one-click download to signal intent) to feed data to marketers.
- Casey believes that Chris underestimates B2B. B2B already does a lot of micro-conversion stuff, but traffic volumes are lower. ShipBob ranks high for e-commerce RFP terms and uses visits to those pages as a lead scoring mechanism for leads routing to sales.
- When people went to the free trial, they would use the pricing page/checkout in a similar fashion as an indication to inform their email marketing and other marketing.
- But he admits that some of this was neglected for a while.
- B2B under-utilizes the thank-you page.
- Generating awareness is the toughest part of the process for ShipBob.