ChartHop Builds a High-Quality Pipeline with the Right Product-Market Fit

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Our marketing team's core growth objective is to build high-quality pipeline that drives "hoppy" customers with the right product-market fit. We're an ambitious venture-backed startup, so our steep new bookings targets are always balanced with a deep understanding of the customer lifecycle, shooting for best-in-class net revenue retention . The secret-sauce to our growth is rapid testing, iteration, and constant cross-functional alignment across the org. And last but certainly not least, we believe that empowering personal development will drive overall team growth, so we're always building upon our domain knowledge and skill sets. What's something you wish you knew when first getting started with your paid growth strategy? Growth marketers should seldom rely on paid growth as their silver bullet and not all paid spend should be directly attributable.

Paid growth is a helpful lever when accelerating lead gen and pipeline creation. With that said, much of our paid spend is focused on brand building, and that will compound over time. For me, bolstering brand awareness among our ideal customer profile (ICP) is the key objective of paid tactics, empowering more sustainable growth Email List It's also critical to set specific objectives for each channel or campaign, and set expectations accordingly internally. When strategizing your next launch, ask yourself "Is the goal of this paid spend direct lead gen? Brand building? How are we measuring this?" How did your team identify and optimize your ICP's buyer's journey? There are two main threads at play here: ICP identification and journey optimization.

The key to ICP identification is the first word: ideal. As a young startup with a product that can support what at times seems like infinite use-cases, it's critical that we consistently speak with customers and analyze our full-funnel metrics (broken out by segment, channel, etc). Through this process, our goal is to truly understand the pain points we're trying to solve and the market segments that are converting and renewing at a high rate.  Second, as a relatively new business, we have a huge opportunity to increase funnel conversion rates across the board. For us, this all truly begins first with measuring behavior, and second, testing which messages, touchpoints or tactics help facilitate improvements in conversion rate .