How Crazy Egg Hit Its Highest Revenue Month in over 2 Years – Juliana Casale – Head of Marketing Services at Clearbanc (GMT054)

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During her tenure as Head of Marketing, Juliana Casale helped Crazy Egg hit its highest monthly revenue in two years. In this episode of the Growth Today podcast, Juliana opens up about the content, email and acquisition strategies she implemented to increase free trial signups at Crazy Egg by 75% and help them hit their highest revenue in years. Juliana is currently the Head of Marketing at Clearbanc, a fintech startup that offers online brands affordable growth capital so they can scale their marketing campaigns and inventory.

In episode 54, you’ll learn:

The one thing Juliana did before she implemented any marketing campaigns at Crazy Egg
Her thought process for redesigning Crazy Egg’s blog
Juliana’s checklist for making sure co-marketing campaigns are successful

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If you're doing SEO, you have to optimize that traffic or you'll be wasting your time and money. Do SEO and CRO together. – @attackofthetext from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet You haven't given any value yet and you're already asking for their email? It's just not good. Amp up the value and people will give their email. - @attackofthetext from @GrowthToday podcast. Get the full episode 👇 Click To Tweet You might get more email signups, but those leads might not be the right people that are going to engage with your content. – @attackofthetext from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet If you're not compelling within one or two emails, you can lose users. – @attackofthetext from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet As a marketer, you don't have to be a creative unicorn. Don't fall into the trap of needing to know everything. – @attackofthetext from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet

My Takeaways from This Episode

Really understand the whole customer journey. This is a theme I keep hearing over and over again from some of the best marketers. Juliana’s first step at achieving record-breaking revenue at Crazy Egg was to map out the whole customer experience – from a pageview, to a lead, to a trial user, to a paying customer, to an advocate. Then she took steps to fill any content gaps in the journey. That’s how she increased free trial signups by 75% and helped Crazy Egg achieve one of its highest revenue numbers.
Understand trade-offs within your marketing campaigns. Sure, you can add five CTAs to a blog post, which could result in more leads. But will those leads be qualified if you show a popup within 3 seconds of a visitor landing on your page? Probably not. That’s what Juliana fixed when she re-designed Crazy Egg’s blog layout. Instead, she leveraged CTAs that are contextually relevant to the topic of the post, served only after visitors have read more than half of an article. This way, she knows those readers are engaged and interested in Crazy Egg’s content.
Be helpful. It sounds so simple, yet so powerful. When Juliana was interviewing at Clearbanc, she talked to the head of Partnerships and Product and asked how she could help them achieve their goals. She built a bridge to each department lead, and that helped her stand out as a candidate.

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About Juliana Casale

Juliana Casale is the Head of Marketing at Clearbanc, a fintech startup that offers online brands affordable growth capital so they can scale their marketing campaigns and inventory. Prior to Clearbanc, Juliana was the Head of Marketing at Crazy Egg, where she was in charge of the all-remote Growth Team. At Crazy Egg, Juliana increased their free trial signups by 75% in six months and helped Crazy Egg hit its highest revenue month in over two years. When she’s not helping founders grow their businesses, Juliana spends her spare time geeking out over flavored seltzer or attending tech networking events in Toronto.

Show Notes

5:10

An overview of Juliana’s first few months at Clearbanc as Head of Marketing
7:28

How Juliana went from marketing correspondent at AmericanCraftBeer.com to becoming Head of Marketing at Clearbanc
12:56

What is Juliana’s favorite beer?
13:00

The difference in the tech scene between Toronto and Boston
15:20

Why most folks think CRO (conversion rate optimization) is unsexy
17:30

Why companies should invest in SEO and CRO at the same time
19:15

The crazy story of how Juliana got the job at Crazy Egg (Hint: she had to pitch the role to Crazy Egg)
21:40

How Juliana increased free trial signups at Crazy Egg by 75% and helped them hit their highest revenue in years
25:20

What Juliana changed when she redesigned the Crazy Egg blog
27:50

Where’s the balance between showing lots of CTAs to get as many email leads as possible and having a great user experience
30:20

How Juliana re-designed Crazy Egg’s onboarding email sequence
33:18

How Juliana makes sure that co-marketing campaigns are successful
37:10

What is Clearbanc?
37:56

How did Juliana get the job at Clearbanc
43:35

Juliana’s experience meeting the famous founders of Clearbanc
45:53

Juliana’s game plan for her first 30 to 90 days as the head of marketing at a company
50:22

Juliana’s one piece of advice to marketers who want to become the director or head of marketing one day