The 3 Secrets to Driving Hypergrowth Online with Adam Goyette of Help Scout

Welcome back to “3-Minute Marketing”, the podcast where the world’s top growth marketing leaders reveal their most valuable & useful insights for driving acquisition, growing brands & building demand. On today’s show, I get the chance to interview Adam Goyette, VP Marketing at Help Scout. Adam has an impressive track record of being the “secret weapon” behind winning acquisition & demand programs at brands like G2, Thryv, FieldLens, Booker Software & Cision. He’s a brilliant tactical marketer & a passionate teacher of the craft of digital growth marketing. My question for Adam is, “What are your secrets to driving hypergrowth online?” Show Notes: Secret #1: Be willing to be scrappy. Don’t test one tactic or tool. Test quickly to see what works & then double down on winners Secret #2: Stand out in a sea of sameness. Don’t be boring. Take the time to create content & messaging that’s both different & high-quality. Secret #3: Hire amazing people to your team who care more about their end outcomes vs. the individual tactics they’re trying to do. In interviews, ask your hire for different data points to justify their previous work. Then ask them to tie it all together. To recruit amazing talent, figure out what makes your culture/company uniquely attractive. That’s where you’re going to win. Make your career awesome & move up by understanding ALL the numbers — not just the marketing side but on the sales side as well. CEOs & CMOs care about insight, not the nitty gritty of campaigns. “Sell the sizzle” of your campaigns to your sales team to show what you’re doing for them & win them to your side. Get alignment with your C-suite on where you want to be on customer acquisition cost payback while setting the expectation that that campaigns won’t hit that mark in the first few months. Adam’s latest winning tactic: competitor conquesting campaigns. For example, use a technographic research tool (like BuiltWith or Datanyze) to identify companies that onboarded a competitor recently, but their contract renewal period is coming up.