$0 to $20 Million: Top 5 Tactics for Sustainable Growth
Join Erin May, the CMO of User Interviews, as she shares the top growth tactics that helped take the company from $0 to $20M. In this session, Erin will walk through the key strategies that fueled their expansion, with an emphasis on content-led growth. From building a solid foundation with first principles to learning from mistakes and evolving with market shifts, this webinar will uncover the real-world challenges and opportunities that shaped User Interviews’ journey. Whether you’re in the early stages of your growth or looking to accelerate to the next level, this session will provide a playbook for taking your company to new heights.
In the latest episode of the Game Changers CMO series, Erin May, currently the CMO at User Interviews, offered insights into her transformative journey in marketing. Pioneering the marketing arena at User Interviews, Erin is a firm believer in transparency in communication and upholds a straightforward approach to marketing strategies.
Under Erin’s leadership, User Interviews has grown exponentially. Her focus has always been on understanding the audience’s needs and tailoring marketing approaches to meet those needs effectively. Erin places importance on the cohesiveness of her team, emphasizing the necessity for both creativity and analytical skills over specialization in individual roles.
Sharing the ‘behind-the-scenes’ of their strategy building process, Erin divulged how they developed an Account-Based Marketing strategy. This strategy, focusing on ideal customer profiles, has been instrumental in driving wholesome and sustainable revenue growth for the company. This approach blends aspects of inbound and outbound strategies, with both sales and marketing teams focusing on multi-faceted touchpoints.
Showing an innovative outlook, Erin May recently steered the shift in User Interviews’ focus from mere efficiency to a more growth-based approach. While the company had long abided by market trends emphasizing efficiency, a conscious decision has been made recently to reinvest in growth, aiming for a robust business model.
Erin acknowledged the company’s deployment of data to make smart marketing decisions. She stressed the importance of a solid pipeline and implemention of multi-touch attribution. She also emphasized the significance of qualitative data to gain a deep understanding of the market and user needs.
Experimentation is at the heart of User Interviews under Erin’s guidance. They’re exploring new channels and doubling down on webinars, putting a fresh spin on account-based marketing, and investing more in partnerships. Erin advises fellow marketers to embrace an ‘all-bound’ approach rather than being confined only to inbound or outbound strategies.
Being a keen advocate for collaborating with partners, Erin believes partnerships fostered not only business growth, but also strengthened audience trust. She ended by emphasizing adaptability to market shifts and challenges and adjusting the business model to keep up with the evolving needs and wants of the audience.
Erin May’s insights into the world of marketing provide a refined understanding of driving growth while adjusting to dynamic market trends.
