How Baremetrics 2x Their Trial-to-Paid Conversions Using Personalized Videos - Corey Haines - Head of Growth at Baremetrics (GMT046)

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What does it take to grow a SaaS or subscription business in 2019? With access to the metrics of thousands of SaaS companies, Corey Haines, Head of Growth at Baremetrics, should know. In this episode, learn how Corey used personalized value-packed videos to double Baremetrics trial-to-paid conversions, why ARPU is one of the most important growth levers for SaaS and Corey’s bottom-up approach to growth. You can also check out his latest project, heymarketers.com, where he wrote about how he got his dream marketing job.

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For SaaS, everything is marketing and marketing is everything because it's more about retention and ongoing long-term relationships. – @coreyhainesco from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet

If you don't have a solid foundation to build on (retention, referrals, monetization, activation), all your acquisition is going to be lost. - @coreyhainesco from @GrowthToday podcast. Get the full episode 👇 Click To Tweet

I advocate for a bottom-up approach to growth, starting with retention, revenue and referral, where it's about growing your current customer base. – @coreyhainesco in the latest @GrowthToday podcast. Get the full episode 👇 Click To Tweet

Giving personalized videos and free consultations with trialing users really expresses the amount of care and empathy we have for our customers. – @coreyhainesco in the latest @GrowthToday podcast. Get the full episode 👇 Click To Tweet

Before you scale and automate a growth tactic, just start doing it. Then, when you see it working out, figure out how to scale it. – @coreyhainesco in the latest @GrowthToday podcast. Get the full episode 👇 Click To Tweet

What You’ll Learn in This Episode

The bottom-up approach to growth
How Corey 2x the trial-to-paid conversions using personalized videos
Why ARPU is one of the most important growth levers for SaaS and subscription businesses
What should new marketing hires do in the first 90 days
Corey’s one advice to marketers

My Takeaways from This Episode

Approach growth from a bottom-up approach. Don’t jump into trying to acquire users right away. Sure you need some users through the top of the funnel. But what’s the point if your funnel is leaking and they end up leaving your app anyway?
Be human in your marketing. One thing that Josh Pigford did that Corey started doing was creating personalized videos to provide growth tips, beyond just getting trial users to adopt BareMetrics. Corey genuinely wants to help users out. He offers free feedback on landing page, onboarding and pricing model. I think people can smell people who are fake and just want to sell you something, to people who actually want to help you succeed. So be human and real.
Think like a founder. Corey’s one advice to marketers is to put yourself in the shoes of the founder and think more entrepreneurial. What keeps them up at night? Are they worried about revenue? Are they worried about churn? Sometimes it’s easy to get caught up with different metrics.

Join the Growth Today Tribe

Get the actionable growth cheat sheets from the latest podcast episodes. Ask questions to upcoming guests. 👇

About Corey Haines

Corey Haines is the Head of Growth at Baremetrics, a tool for SaaS & subscription companies to get the metrics, forecasting, and dunning they need to grow their startup. Previously, he was the Content Marketing Manager at Cordial.
He is also the creator of heymarketers.com

Show Notes

2:46

Corey’s career journey from church intern to becoming Head of Growth at Baremetrics
8:58

We geek out on podcasts we listen to – Seth Godin, Mixergy, Indie Hackers, Build Your SaaS, Founder Quest, Scale or Die, Experts on the Wire, The Side Hustle Podcast
10:28

What is Baremetrics
11:15

Some big companies that are using Baremetrics – ConvertKit, Hubstaff
12:21

How Corey defines growth and how values help shape it
15:20

Everything is marketing and marketing is everything in a company
16:35

Why Corey didn’t focus on acquisition when he started as Head of Growth
28:30

Corey’s bottom-up approach to growth
28:50

What was Corey’s priority when he first started at BareMetrics
3:42

How Corey improved free-trial-to-paid conversion using personalized videos
8:20

How will Corey scale this process
11:15

Two trends Corey is seeing with SaaS and subscription companies
17:00

How do you entice users who cancel their account to come back
19:46

What should marketers who just got hired focus on the first 90 days
21:50

How did Corey share growth knowledge throughout the whole organization using Notion
26:24

What is Corey’s new project heymarketers.com all about
28:30

No-code tools that Corey used to build heymarketers.com
28:50

Corey’s tips for marketers early in their career or in the middle
3:42

Where can people find Corey