Corey Rabazinski

Mostly marketing, SaaS, and remote work – some other stuff too. Onward and upward.

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Adding Context to Analytics

Google Analytics is a ubiquitous tool for tracking website traffic. With it, you can track how users are finding your site, what they do when they get there as well as details about who they are. Over 85% of the top 100,000 sites use Google Analytics for tracking.

As pervasive as this technology is, I believe that it is missing a key piece to truly empower users to take action on their data and that missing piece is context.

Sure you can see traffic patterns and see what sources are sending traffic on particular days, but do you know why?

I’ve seen at least 100 Google Analytics setups and a common theme is not being able to tie traffic patterns to business or marketing activities. Sure, there are ways to do this, but click data only tells a part of the story. Google Analytics also has an ‘annotations’ tool that allows users to manually input notes related to a date, but that is used...

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Consistently Opposite Leadership

This year’s College Football National Championship was a played between Clemson and Alabama, two teams that have dominated the sport for the last decade. Combined, they have won 7 championships since 2009.

On Monday both teams went into the game with a 13-0 record. By some scouts’ estimation, there were 30 future NFL players on the field.

On this night Clemson got the better of the Tide, but to me, the most remarkable takeaway from the game was the culture of consistency that both programs have been able to build in their own way.

The two coaches, Nick Saban, and Dabo Swinney, couldn’t have more different styles.

Saban is a hardliner that expects nothing but the absolute best from his players and coaches. His communication style is palpably blunt. He is visibly upset for most of the game and praise is hard to come by – even for All-Americans

When recruiting players to come to...

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3 Emails to Increase SaaS LTV

Oftentimes growth teams get so focused on user acquisition that they forget about the denominator of their acquisition metrics. By increasing lifetime value (LTV) your acquisition economics improve along with margins.

At Code School, we faced a different challenge than most SaaS companies – which caused us to think more deeply about increasing LTV. Because we were a content company, and one with less content than our competitors, we had to continually give users a reason to continue their subscription each month. Most of this is done by adding a layer of context around courses or groups of courses to show what was possible when completing courses and Paths.

User onboarding was also a very valuable component of our email strategy and allowed us to build some of this context in early on in our relationship with customers. Samuel Hulick has built a tremendous resource breaking down...

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Fighting Forgetfulness

Once you hit product-market fit a lot of the growth challenges lay in getting customers to remember your brand. This is especially true when you are in a crowded space with competitors that have similar product offerings.

Some differentiation can be made through branding efforts, but it usually comes down to if potential customers remember your company at a time when they are ready to buy.

Wired recently featured an interesting graph that showed the likelihood of people remembering a topic based on how many times they received a reminder.

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While the study that the graph is derived from has more to do with memorization, there are definitely some potential marketing applications for the data.

Using this graph goal, there are tactics that you can use to increase the chance that a customer remembers your product when they are ready to buy.

Retargeting Ads #

Retargeting ads are a great...

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The Easiest A/B Test With the Biggest Returns

Friction is a somewhat ambiguous term that usually refers to sticking points that lead to hesitation, confusion or mistrust amongst consumers while using a website or app.

Friction can cause low conversion rates, low engagement and ultimately lead to people deciding not to use your product or service.

One of the most common friction points is users’ first impression with your website. If they can’t figure out exactly what you do and how you can help them in a second or two, you’re almost guaranteed to lose them.

Over the last 7 years I experimented with several ways to improve first impressions, but none easier than this 👇

Just test your homepage headline #

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” — David Ogilvy

The headline is almost always the most read...

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Tell a Story with Retargeting

Marketing automation has become an essential part of any marketing plan. It allows companies to provide event-specific messages to customers based on actions that customers take. However, when people discuss marketing automation, they almost exclusively talk about email as the delivery method.

While email certainly works well in this context, retargeting ads can be used to further the effort. You can port the same strategies that you’re using in your automated emails to the AdWords or Facebook networks. Here’s how:

Decide on your segment #

Decide which part of your audience you would like to target first. At Code School, we first implemented this with our team platform marketing. We wanted to give consistent reminders to users that viewed at high-value pages (i.e. pricing page and checkout page) but had yet to subscribe. We felt that users looking at our team platform had unique needs...

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Self-Publishing a Marketing Book on Amazon

My book, Google Adwords for Beginners, has been on Amazon for a few years and I never got around to documenting the process. The book had over 20,000 downloads in the first month and the response was nothing less than amazing.

A few folks asked me to circle back and share the stats from the book, so here I am.

Quick Background #

I wrote the book to test self-publishing on Amazon and to promote my video course. The course is currently hosted on Udemy, but I wanted to create my own site so that I didn’t have to split the revenue with Udemy. My idea was to use the book as a content marketing piece that pointed directly to the course and would provide readers with more in-depth learning resources if they needed them. Seeing the success that folks like Nathan Berry have had with a similar self-hosted strategy, it seemed like a viable approach worth trying.

I chose Teachable to host the...

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Launching a SaaS email program from scratch

At Code School, we experimented with a lot of tactics to grow traffic and increase subscribers. As a bootstrapped company we had to get creative about how we approached growth. Now looking back at the success we had, one of the biggest takeaways for me, from a marketing standpoint, is how valuable email was.

I spent around 50% of my time in my first year at the startup developing our email program from the inside out. This included revamping our transactional emails, launching upsell and onboarding campaigns, and maintaining a weekly promotional email schedule and newsletters. All in all, we sent over 30 million emails over the course of the year that first year.

A conservative calculation put our email ROI at 20-30x – and that’s just last-click conversions. Using multi-channel attribution would likely double that ROI number.

Below are some of the things I learned along the way.

Know

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