My name is Pat. I work at Cascade in the marketing space helping drive traffic to our website, getting more trials and looking at what’s working and what’s not working for us. I’ve been with Cascade for a little bit over four/five months now. I thought I’d take this opportunity to not only walk you through the software from a marketing perspective but also give you a little bit of our story. I’d like to share where we’re at now as well as really show you a behind the curtains as to not only how we use the software but how we got to where we are at this stage.
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(You can either watch the video below or read the post if you prefer)
Starting The Process
So, before I started here at Cascade, we didn’t really have a marketing team as such. It doesn’t mean we didn’t have any marketing being carried out, of course, we had plenty of marketing activities happening and it’s evident if you go on and take a look through our blog, a lot about marketing was heavily pushed throughout our blog content and this is essentially thanks to Tom, our CEO, and co-founder who really championed the marketing space for Cascade up until this point and thanks to getting a lot of these articles ranking really well on the top of Google.
That really drove a lot of traffic to the site and we started getting a lot more traction but aside from the content and the marketing, a lot of our growth is primarily attributed to the software, the amount of growth that we’ve experienced is largely due to the software as such. We just hit the 200K mark recurring revenue in the last couple of months and it doesn’t look like we’re gonna stop any time soon. And this really just speaks volumes of the software.
The software is being really well received by our users and that’s really pushed our growth and helped us without having to have a dedicated marketing team as such, but we looked at the landscape at the end of last year, that’s when I was brought in and it was obvious we needed to drill down into the marketing for 2018 and beyond. So Maddy and I (you might have seen Maddy around some of the product update blog posts, particularly if you’re a current Cascade user) put our heads down and looked at where we’re at, at the end of last year and decided to start planning for 2018 and beyond.
Once we started the ideation phase, we were certainly not short of ideas. But obviously, we didn’t want to end up with a never ending whiteboard. So we moved over to a spreadsheet process and this is something I’ve used in the past that’s works quite well. There are many ways to look at focus areas for marketing, more often than not, most of these focus areas will fall into one of these four parts.
We’ll either be doing an exercise which the end result will be acquisition, activation (so you’re activating the people you’ve acquired) or be monetizing those users. Then, of course, you’ve got retention. Making sure that your current customers are happy and are staying with us for long.
So, everything really that we do in our space for marketing falls into one of these four areas. So, we decided to break that down and we would basically jot down the ideas, pop down the concept, the initial concept of the idea, a description of the idea and a hypothesis. This is when you write something like I believe that doing X will cause Y and I will know that when I see Z, you would then list the assets that you need to get this idea going and then what you do is you basically use this model to help you rank these ideas on how good they are.
If they’re not that good, then we put them on the back burner for a while, if they’re strong enough, then we proceed and we move them over to some of our goals, whether they be part of the organizational goals or underneath those goals. So, we would basically allocate these numbers, basically zeros or ones (binary process) and then you would score the project in three areas. So, if you felt a particular project was going to have a strong impact and you were very confident and it was relatively easy, you could give a high score for it.
Once we had that we knew this model (spreadsheet) wasn’t sustainable in the sense that you can’t work from this spreadsheet on a day-to-day basis as it becomes more complex, and you can’t obviously track your progress other than it’s happening, it’s not happening or whether it worked or not (I’m happy to share this spreadsheet if you want to use it as well. Check the link below!).