![]() ![]() “The other thing that I think seems to have worked better than expected is asking people to invite others to the product.” In fact, 12% of sign ups came from referral virality. For SaaS products, Mathé refers to this as the “office pod dynamic” in which one employee talks up the product and encourages others to sign on. Looking back, what worked best for Mixmax was word of mouth (aka brand), which accounted for 44 percent of the company’s signups. Virality: What Works and What Doesn’t in SaaS Word of Mouth: Your users love to talk about your product, without having a particular incentiveĪfter three years of painstaking testing, Mathé and team have distilled which of the above strategies work for their business.Referrals and Invites: Your customers get rewarded by you for sharing your product.Exposure Virality: Your customers show off your product, (because it makes them look good).Value Virality: Your customers provide value to other people (who aren’t users) and make their lives easier, simply by using your product.Network Effects: Your users work to get other users on your product because it makes the product better for them.Through it all, Mathé discerned five discrete types of virality: But thanks to Mathé’s singular focus on growth and their reliance on a product led model, the company has been able to achieve what can only be described as viral adoption. Sounds simple enough, right? You know better than that if you’ve ever tried to make anything go viral. Successful product led growth strategies have enabled companies like Slack, Expensify, Intercom and, of course, Mixmax to achieve hypergrowth without spending huge sums on traditional sales and marketing. Mixmax’s go-to-market approach, and the basis for achieving virality, is part of a phenomenon OpenView calls product led growth – a strategy that relies on product features and usage as the primary drivers of customer acquisition. ![]() The company’s method to achieve this growth? Go viral of course. But a bit over three years in, Mixmax has over 10,000 customers. Like other startups, Mixmax has limited resources – monetary and otherwise. While Mixmax’s potential user base is vast (anyone who uses email), its marketing budget is not. ![]() “It’s much easier for people to adopt a product that enriches something they already use than to try to relearn a new flow,” Mathé said. With an estimated 2.6 billion email users, Mixmax Co-founder and CEO Olof Mathé wanted to go after users where they already were. Mixmax’s decision to build on top of one of the world’s most ubiquitous platforms was intentional from day one. Rather than building an email replacement, Mixmax aims to wholly improve your email experience with a host of features including one-click scheduling, templates and rich automation with your CRM. In fact, startup Mixmax was founded to fix your frustrations. If you’ve ever been frustrated by the limitations of email, you’re not alone. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |