A step by step guide to running a growth marketing audit from scratch (part 1/5)

By | Analytics, growth analytics, Growth Experimentation, playbook | No Comments

If you place the wrong coordinates in your GPS, you’ll never reach your destination.

The same goes for crafting your marketing strategy.

You can’t understand your direction if you don’t know where your starting point is.

This is why crafting your marketing strategy doesn’t start with raising your budget or experimenting.

It starts with a growth marketing audit.

By understanding your current situation, you are able to craft thoughtful growth experiments based on data to craft your marketing strategies from scratch.

In this guide, you’ll learn one of the 5 parts on how to start a marketing audit from scratch.

Before you run your growth marketing audit

Every founded company has the ambition to grow, yet every company makes the same mistake when thinking about growth.

Companies think about growth before:

  • Hitting Product-Market Fit (the degree to which a product or service satisfies a strong market demand);
  • Having the right content in place to scale;
  • Having the right analytics in place to start rapid experimentation.

There is no sense in growing too early if all your users end up churning after their first trial with your product or service (and you have no idea why).

Your goal is not to hack yourself to growth, but to figure out and understand why they are really using your product or service.

Before you can start your growth marketing process or audit there is a need to first understand if you are ready to scale by running through a phase we call the Lost Northstar.

The Lost Northstar Phase

Here are 3 key things you need to understand before diving into your growth phase (in this order):

1. Messaging & Language

Understand how your customers explain your product or service to other people in order to create better campaigns for your growth phase.

2. Target Audience

Understand who is using your product and where they hang online in order to understand which of the 19+ different channels you need to be on when building your growth phase.

3. Product Innovation

Why did people sign up? Did they get to see the value we offer to their solution? And how does this feedback help us to create a better roadmap towards our growth phase?

If you haven’t figured this out, you do not need somebody ‘growth hacking’ your company or product.

You first need a deep understanding of who you are building value for in this world.


The phase your company is currently in will impact the experiments you run after the growth audit.

Here is the framework we use internally at Saasmic to determine which kind of experiments we should be running together with our clients.

Different phases, require different sets of experiments.

This is why it’s important to understand which phase your company is in before running a growth audit.

Because the simple formula to crafting your marketing strategy is simple:

Growth Audit + Vague Strategy + Rapid Experimentation = Growth Strategy

In other words, a thoughtful audit will help you craft better experiments to design a winning strategy.

Let’s get started?

Mapping your Funnel & key events

“Is AI something for us?” is a question companies tend to ask themselves these days.

At the end of the day, AI is only an advanced way to get an answer to a difficult question.

To have a proper answer, you need to understand which question you are looking to solve.

Before thinking about AI, companies need to think about which business questions they are looking to solve.

From there, reverse-engineer how you want to answer that question.

The same goes for a growth audit.

Before performing your growth marketing audit in your analytics, you first need to understand the questions you want to answer.

This is why a growth audit always starts with looking at your current flow from somebody who doesn’t know your product or service to becoming a loyal customer.

From there, you want to discover which key events you need to track to understand how to grow your business or what information you need to start capturing to answer your business questions.

Step 1: Map the funnel

We have used tons of tools to map out processes and flows. Currently we use a mix of Lucidchart and Funnelytics (because of the strong focus on Marketing).

These tools allow us to draw flows within minutes.

The reason we map flows are two simple reasons:

  1. It allows us to visualize how people go from visiting your website to becoming a loyal customer.
  2. It helps our developers or marketers to set up the analytics account faster later-on.

If you are more of a visual person like myself, it helps to print out the flows.

This way, if you are talking to your developer or implementing your analytics it becomes very clear to the person what button you want to track after your growth marketing audit.

Step 2: Map your key events.

Now you have a visual representation on how people are discovering your website, it’s time to map out the key events you need to track to understand your full customer journey.

The framework we use at Saasmic is the famous AAARR Funnel, a model developed by Dave Mcclure.

These 5 metrics represent all of the behaviours of our customers as they move along the customer journey.

We want to break down these 5 metrics on your product and look at them separately, then analyze and monitor them so that we can optimize them.

It’s important to understand about AARRR, because only when you understand all the metrics, you will understand where exactly your business has a problem.

Map out the funnel and describe your key events.

Here is an example of how this would look like for a tool like Albacross, a B2B lead generation tool to identify which company visits your website.


A new user signs up into your app or downloads a resource your company has.

Ask yourself: “How does an acquired user look like”?


A new user installs their code on the website

Ask yourself: “How does an activated user look like”?


This is probably one of the most important metrics for any company. If you can acquire customers, but lose them at the same rate.

You might as well not do anything.

Since it’s one of the most important metrics, it’s also a more advanced metric to track.

Some companies stick to Google Analytics to run coherent analysis (which is a fancy way of saying if people return to your website) or others use more advanced tools like Mixpanel or Heap.

See what is in place in your company or talk to people with experience in this topic to pick the ideal stack for your company.

Ask yourself: ‘how does a retained user look like’?


As every single company, the goal of almost every single company is to make revenue.

If you running a SaaS business, you are tracking how people convert from free trial/demo to paid.

If you are running an eCommerce store, you are tracking the (average) basket size.

Ask yourself: How or where can people upgrade their account?


The best and cheapest way to grow a company is by making your customers your advocates. If you are helping them achieve this by stimulating how they refer people to your website, make sure to map this key event and track this properly.

Ask yourself: “How does a customer refer my company”?

Awesome. You now have:

– Your customer journey mapped out from visitor to paid customer;

– Your key events you need to track along that journey.

Now it’s time to audit what you have in place and figure out what work needs to happen to get a full understanding of how your business can grow.  

It’s easy to get carried away tracking everything. My advice is to start with what we call an MVT ( Minimum Viable Tracking) first, the bare minimum to track your funnel.  

From there, build your solid growth marketing analytics foundation over time as needed. Otherwise, you risk spending hours of your time implementing advanced tracking solutions your team might not even look at.


Analytics audit & tracking inspection

Your experiments are as good as the results you measure. If you can’t measure results, you can’t properly experiment. This is why the first step before running growth at any company is fixing your analytics.

Before we dive into any analytics account, we start with having a look at your Marketing pixels, which is a fancy term of a website code which gathers data from your website to see how they behave.

The most common ones:

– Google Analytics Pixel

– Facebook Pixel

– LinkedIn Pixel

– CRM & Marketing Automation pixel (Hubspot,  Active Campaign,..)

I want to stress the importance of setting up your pixels early on, even if you are not planning to run paid campaigns any time soon. Every pixel gathers relevant information from your audiences for you to deep dive later-on to run better campaigns.

Let’s start with the first one.

Checking your Google Analytics Pixel

Step 1:

To understand if your pixel is correctly installed you’ll have to download a Chrome extension called Google Tag Assistant.

Step 2:

Once you’ve installed Google Tag Assistant, you’ll be able to see a funny blue guy in your Google Chrome bar.

Head over to your website, click on the Google Tag Assistant icon and enable to the extension.

Notice how it’s not doing anything?

No worries, all you have to do is refresh your website (CMD + R for Mac).

If all went well, you’ll see your Google Analytics firing on your website or through your Google Tag Manager (which we will cover later in this guide).

Most of the time your Google Analytics Code is installed through a plugin or Google Tag Manager (which we always advice). If it’s not properly working, these places should be the first to look at.

Notice how you can do the same for your competitor’s website? We’ll cover this in part 2 of our growth audit.

Checking your Facebook Analytics Pixel

Step 1:

To understand if your pixel is correctly installed you’ll have to download a chrome extension called Facebook Pixel Helper.

Step 2:

Google and Facebook aren’t really good friends. If a key event happens in Google Analytics, they won’t tell Facebook unless you set this up.

This is where the Facebook Pixel Helper comes into play. It will tell you exactly what Facebook is tracking for you to know what is being tracked or should still be tracked.

If you head over to your website and click the icon in the Google Chrome Bar you’ll see how many pixels are installed (some websites have multiple). If yours doesn’t pop up here, you’ve got a problem.

Create your Facebook pixel and install the code through Google Tag Manager. Try to avoid plugins as much as possible since they’ll charge you for setting up more advanced settings or are limited in what they can do. Learn how to use Google Tag Manager, it’s going to be your best friend for running growth experiments.

Now that you have your pixel installed, it’s time to tell Facebook what events are important to happen on your website.

Let’s take for example you want to tell them a visitor has successfully downloaded our B2B Marketing Ebook.

You’ll see the pixel fires a PageView on this url.

Once you fill in your information and get to the download page, an event ‘lead’ should fire to let Facebook know a conversion happened.

You can double check this in your Facebook Pixel Helper or in your Facebook Ads Manager where you can test events in Real Time.

Ads manager –> All Tools –> Pixels –> Data Sources –> click on your Pixel –> Test events.

Repeat this process for every single conversion possible on your website.

This way you’ll know what is being tracked properly and what isn’t.

Checking your Google Analytics Events

Step 1:

Open Google Analytics and select Real Time on the left navigation bar. Click the Events tab.

Step 2:

When the Events tab open, you’ll see a real-time view of the actions people take on your website in the last 30 seconds.

Test your event triggers by walking through the customer journey (or funnel you have created) to see if each key event fires in real time.

Checking your LinkedIn Pixel.

You might be thinking Linkedin is too expensive for me to advertise or I don’t see myself advertising on the platform in the coming weeks/months or even years.

Here is one word why you should consider placing the pixel on your website nevertheless.

Website demographics

The reason why LinkedIn is an amazing platform is because of its unique way to capture data no other platform is able to do.

They managed to build a community of members sharing their valuable information such as job role, company size, industry,… for free.

Even if you are not planning to run any paid campaigns soon, it pays off to place the pixel on your website to gather insights about what type of companies and people are visiting your website. Building a nice way to do your research later-on.

Step 1:

Create a Linkedin Campaign Manager account if you haven’t.  Once created, head over to Account Assets –> Insight Tag.

From this tab, you’ll quickly see if your tag is installed or not.

If the tag isn’t installed, we recommend adding it through Google Tag Manager, or asking a developer of the website to paste the Insight Tag code in your website’s global footer, right above the closing HTML <body> tag.

Step 2:

Like Facebook or Google, Linkedin doesn’t have a chrome extension to help you understand if your pixel is set up the right way.

Once the tag is installed, you’ll be able to see if your code is receiving data from your website or not.

Keep in mind this can take a couple of hours to properly work.

Once the pixel has gathered more than 300 people on your website, you’ll be able to see what type of companies and people are visiting your website, to better understand your audience from a bird’s eye view.

Checking your CRM and/or Marketing Automation Pixel

If your company is focused on the B2B space, you probably have a CRM and/or Marketing Automation System in place.

Make sure to download an ebook or login to see if the data comes in properly. The goal is to make sure you are being identified in the right way and being tracked properly as you move through the website. This way you can send out relevant messages to yourself or your future customer based on their activity.

Website Performance Audit

The reason why most growth marketing experiments fail is not because of lack of skills to run an experiment.

It’s because of an understanding of why and experiment should be done.

It’s easy to say let’s test this, but it’s far more interesting to run experiments based on previous data and understanding to build your marketing strategy. Since this is where the best opportunities for growth come into play.

In this section, you’ll be able to audit the performance of your website to help identify acquisition opportunities or develop your next growth marketing experiments.

Which country is my best traffic coming from?

Once you have your goals and events in place, you’ll be able to turn your attention to where your traffic is coming from and how the conversions differentiate from country to country or even city to city.

Step 1:

Go to your Google Analytics –> Audience Tab –> Geo –> Location

Step 2:

Look for underperforming locations that are getting a lot of traffic but no conversions or outperforming locations getting little traffic but a lot of conversions. This way you can start thinking about moving budgets to certain regions or planning your next experiments for these countries or cities.

What demographics of people are visiting my website?

The first goal of any marketing person is to really understand the personas of the company.

There is not a single excuse to run a growth marketing experiment without having a clear persona or market segment in mind.

An experiment always starts with a hypothesis within a persona or market segment, not the other way around.

This is why spending your time to figure out who you are serving with your service or product is key.

Here are a couple of ways to get a bird’s view based on data.

Google Analytics

Step 1:

Head over to Audiences –> Demographics –> Overview.

This way, you’ll have a quick overview of age and gender. The beauty if your events and goals are properly tagged, is that you can segment your audience based on pretty much everything to compare audiences.

For example, you can segment your audience based on every single person that performed a key action on your website.


When your Linkedin Insight tag is properly placed and have more than 300 people visiting your website, you’ll be able to see what type of people visit your website such as:

  • Job Title
  • Job Function
  • Company
  • Company Industry
  • Job Seniority
  • Company Size
  • Location
  • Country

This way should give you a quick understanding of who you want to help in the future.

If you are in the B2B space, we highly recommend using the Market Segmentation and Ideal Customer Profile Templates from the LinkedIn Content Marketing Ebook to segment your current database in order to understand who your audience is in a step by step way.

What performance do I get from each device type?

We all know that we are moving into a mobile first world. The truth is, I haven’t seen people setting up CRM flows on their mobile phones. Here is how to check important data on how key events are happening from each type of device.

Step 1:

Go to Google Analytics –> Audience –> Mobile –> overview

Step 2:

Have a look if there is a big difference in conversion rates or revenue based on different devices by changing the goals that were set up in Google Analytics.

What landing pages are converting key events on my website?

When running audits we ran into situations where the Homepage was converting better compared to landing pages or the other way around. The truth is, numbers never lie unless they are not set up properly. This is why you want to understand which pages are bringing in the best results to create better experiments.

Step 1:

To find out which pages are bringing in the most results go to Google Analytics –> Behavior –> Site Content –> Landing pages

Step 2:

Change the goals settings or place filters to see which pages are bringing in the best results. This way, you can find pages that are outperforming or underperforming for you to use in your growth marketing experiments.

This way, you can build your case or lower the risk of your experiment failing.

What blog pages are performing well?

If you want to figure out how the content on your website is performing, you are one click away.

Within the tab Site Content, go to All Pages.

In this view, you’ll be able to see every single page on the website. Most blogs on the website have a url structure like “”.

This way you can filter out only the blogs in this view by adding “/blog”.

Now you can have a look which blog posts are under- or outperforming.

For example, if a long form blog post has an average time on page of only 15 seconds, there is something wrong. Maybe the headline is catchy, but the intro isn’t appealing? Or, you find out one blog post is outperforming compared to all the others. This way you can start navigating yourself in the sea of opportunities out there.

What channels are working for my company?

At Saasmic, we are a strong believer in one key idea when it comes to paid acquisition. If you are focusing your efforts on trying to nail every single channel, you will always fail.

Peter Thiel, the founder of Paypal, describes why :

“Poor distribution—not product—is the number one cause of failure. If you can get even a single distribution channel to work, you have a great business. If you try for several but don’t nail one, you’re finished.”

From experience, we have noticed that far too many companies focus on building a great website or product, but never consider thinking about which channel they are actually going to grow.

To figure out which channels are not only bringing in the most visitors but also the most key events or revenue, do this.

Step 1:

Open Google Analytics –> Acquisition –> All Traffic

Step 2:

Go to Channels and press the button ‘Source/Medium’. This should give you an overview of each channel performance based on key events.

To dig a little deeper you can narrow it down with what is called a secondary dimension.

Which is a fancy way of saying: ‘Show me a piece of the data I see now based on what is relevant for me’.  

For example, you can add a dimension called ‘Campaign’.

This allows you to see which campaign within Google Paid Ads (or other channels) brought in the most conversions for your company.

Important pro-tip.

We have a saying in-house when it comes to data analysis: ‘Crap in, Crap Out’.

If this is your first time running this type of analysis, keep in mind that we can count on two hands the companies where their data is 100% accurate.

Take this information with a grain of salt unless you a very confident the team has profound expertise in digital marketing.

Now you should have a rough idea which channels you should put your effort on to validate and map them on your Bullseye Framework, a framework developed to find the best traction channels for your business.

Keep in mind you are not considering the Cost Of Acquisition in your analysis.

Is my website fast enough to convert?

We have all been there. Scrolling through the web or Social Media. We get excited by a headline. Click. The website loads. You wait. The website is still loading. You give up.

The truth is, loading speed is a key factor in the decision phase of people engaging with your page or not.

To see how fast your website loads you can use tools like PageSpeed Insights by Google or GT Metrix. These tools will give you an overview of how your website is doing and insights on how to improve it. Don’t worry if you score very bad, even websites like LinkedIn don’t have the perfect website.

If you want to check the load speed on an individual page level, this is also possible.

Go to Google Analytics –> Behavior –> Site Speed –> Page Timings.

Here you’ll be able to see all sorts of metrics based on the performance of your website. Sometimes you’ll be able to see if one page is really underperforming compared to other pages.

If this is one of your best-converting pages, you know where to put your efforts on.

UTM Tag Audit

The reason why (most probably) you won’t be able to draw very specific conclusions from your Google Analytics account is because of something called UTM tags.

You have probably clicked on a website from an ad online to encounter a massive long url in your website browser like this one:

UTM (or Urchin Tracking Module) is a way for your Google Analytics to communicate with the incoming traffic from other websites for you to draw conclusions from your experiments.

Not only from my paid campaigns, but also from organic reach.

Here is an example.

When you go to my LinkedIn Profile, you’ll be able to see my LinkedIn Inbound Guide attached to my account.

If I wanted to know how many people downloaded my ebook by going to my Linkedin Profile, clicking on the ebook and going to my website to buy it. I would add UTM tags as seen on the picture here:

If you hover over the ‘view’ button, you’ll notice a very long url in the left-bottom corner of the page.

When people click on the view button and head over to my website, Google Analytics is now able to know the person came from this specific call to action.

This way I can analyze specific channels down the road to understand where my most valuable leads come from.

Even if companies are using UTM tags, you won’t believe what type of weird things we have seen inside a Google Analytics account. This is why the first step in your audit is to do two things:

  1. Ask where the company keeps all their UTM’s stored (can be software like or in a simple dynamic UTM Builder Sheet). Most probably, there is nothing in place.
  2. Define or ask for the naming conventions the company is using to identify campaigns. There is a 2% chance this is in place.

Keep in mind, even if you have a sheet, most platforms like Facebook and Google have custom UTM builders inside the platform for you to dynamically change without changing the link every single time. Yet, not every single platform has this feature.

This is why we have created a UTM Builder for ourselves and our clients.

A way to quickly build every single link we use in our campaigns.

For example, if your website has a way to invite team members in the app, you want to make sure the invite email has the correct UTM’s to track where that user came from in your CRM.

A pro-tip is to see if your CRM is capturing the UTM tags from your campaigns. This way you can further analyze where your most valuable leads are coming from on an individual level.

Growth Marketing Audit: Analytics Audit Checklist

Access you’ll need

  • Google Analytics
  • Google Tag Manager
  • Facebook Ads Manager
  • Linkedin Ads Manager
  • CRM / Marketing Automation systems (can vary)
  • Advanced Analytics Tool (Heap/Mixpanel/…)

Analytics Audit Checklist

  • Checked installed marketing tags/tools
  • Track conversion events in Google
  • Track conversion event in Facebook
  • Track conversion event in LinkedIn (if needed)
  • Track conversion event in CRM / Marketing Automation
  • Understand where your most relevant traffic is coming from
  • Gather user demographics from website
  • Check the performance of traffic by device type
  • Find your most relevant blog posts
  • Find your best-converting pages.
  • Understand the best converting channels to focus on
  • Check Page load speed
  • Set up UTM tags that make sense to your business to draw better insightsFrom here you should have a basic understanding of the baseline you have for your analytics of quantitative data. In the next chapter, we will learn how to run your competitor research to get a better understanding of what you are up against.


The complete guide to find, qualify and convert high quality leads with side project marketing in a processed way.

By | engineered marketing, Growth hacking, playbook, Side Project Marketing | One Comment

I am pretty confident to say that you know at least one person in your network which has an ad blocker installed right now, but also that a lot of people don’t know about side project marketing.

Not because I am some kind of future fortune teller, but because of hard core data.

In 2017, 615 million devices now use adblock, which increases the odds that somebody in your network is using an ad blocker right now.  In fact, on the 15th of february 2018, Google Chrome has launched his own ad blocker, increasing that number even further. Or maybe you are already using the Brave browser like I do.

It turns out 95 percent of people don’t like being interrupted and the other 5 percent absolutely hate it.

To put it in the words of Jeffrey Zeldman:

We hate advertising so much, we’ve trained ourselves not to look at the top or right sidebar on most sites.

My parents would even mute the TV when commercials started during the break.

Sounds pretty familiar?

As Seth Godin puts it, the key to great marketing and sales is that you need to gain the privilege to contact your prospects, over time by building trust. A great way to build trust is creating value for your prospect, which leads to blogging or other types of content creations.

Great, but as we both know, creating high quality content and hitting that publish button on a consistent basis is one of the hardest challenges as a company.

What if we needed a shortcut to attract find and attract high quality leads without disturbing them with ads?

This is how Side Project Marketing was born.

An alternative mix between content marketing and paid advertising that is slowly taking over the world, and this guide will help you build yours from scratch.

This guide will teach you how to:

  1. How to build your Side Project to find, qualify and convert leads to achieve the best sales prospects.
  2. Lead acquisition – finding tangible values to provide to clients as an inbound strategy, that they actually need.
  3. Teach you how to sell your service or product without selling.
  4. An alternative to blogging and spending wasteful money on ads that don’t convert.
  5. How to create an effective lead magnet that is scalable.
  6. The exact proven process to build a Side Project. No hacks, just process.

This guide will not teach you:

  1. How to distribute your Side Project since every product has different traction channels and every target group is on different platforms.
  2. How to inject the mentality of failing fast into your team.
  3. How to gather data insights for you Side Project, which is preferably the phase before prototyping and building. If you have these already, you are already a nice step ahead.

This guide is for:

  1. Business owners or Marketing Managers who are looking for an additional  way to grow their company next to their paid ads and blogging efforts.
  2. Growth Consultants that would like to introduce a new way to grow their clients companies.
  3. People who are curious about how to build and develop a prototype in less than 3 days.

This guide is not for:

  1. Business who have not proved their business model (clear retention, NPS satisfaction, language market fit). If you have not figured this out yet, go work on creating a better product. Like serious.
  2. Businesses who are still figuring out who their target audience is.

Side Project Marketing Content Breakdown

Examples of Side Project Marketing     

The psychology behind Side Project Marketing (or why it works)

The 7 step Side Project Marketing Checklist    

The Side Project Marketing Sprint: How to set up your design process to build the right Side Project that fits your business     

How to test and validate your Side Project without writing a single line of code

How to use a simple trick to get unlimited free trials at any software company    

How to design the perfect landing page for your Side Project 

Install these analytics before launching your side project to optimize your feedback loop.      

Frequently Asked questions about Side Project Marketing      


What is Side Project Marketing?

Imagine you would always have troubles with creating the right formats for your different Social Media channels, wasting a lot of your time.

You start asking around in your network or google a solution and encounter a tool that does exactly that, absolutely free.

You are playing around with the tool which has helped you created those amazing posts for a couple of days.

As human curiosity kicks in, you are wondering who made this tool.

Yes, it’s that exact same feeling when somebody has watched your Linkedin profile and are wondering: ‘Who the hell is this person?’.

On the top right corner, it reads ‘get started with Buffer’ and you give it a click.

Screen Shot 2018 04 16 at 15.28.38

It takes you all the way to a landing page saying: ‘Buffer, a better way to manage your Social Media’

Providing you with ever more tools to help you win at Social Media and you give it a spin.

This is exactly what Side Project Marketing or engineered marketing is all about.

“Building something of value that solves a small problem of your target audience in order to upsell them your related product/service later-on.”

Pablo helps Buffer to find, qualify and convert high quality leads for Buffer, a social Media Management platform. Which is exactly what you’ll be learn to build in a step by step way for your company.

These are the 2 main questions you’ll need to solve to build your side project:

  1. What is the core product you are selling?
  2. What kind of tiny problems do your target audience who would buy your product face, preferably every day.

Examples of Side Project Marketing

There are a lot of well-known Side Projects that would win the wall of fame such as Unsplash by Crew or Website grader by Hubspot.

Although these projects are great for inspiration, they come far from the reality you will be building.

Not that I don’t believe in your amazing skills, but because I am a strong believer that if you want to increase the speed of your learning curve, you should look at projects or people just a few years ahead. Not a Richard Branson.

Therefore, I hand-picked some great examples that are more in line with building your Side Project.


Screen Shot 2018 04 16 at 16.21.20 is a website that allows you to download royalty free (even for commercial use), unique and beautiful video footage for your website.

Video backgrounds you would normally pay thousands of dollars for, are now completely free to use.

Of course, these are great for your smaller projects, but what if you need a skilled videographer for your larger projects?

That’s where those little white words in the top corner comes in handy and human curiosity takes over.

“Coverr was made with love by the Codersclan and teams”

This is exactly where you land after clicking those little shiny words.

Screen Shot 2018 04 16 at 16.23.23

Of course.

A marketplace to find projects as a videographer or a videographer as a company.

As you can see they solved the 2 big questions when creating a successful Side Project:

  1. What is the core product is selling? A marketplace to hire a videographer.
  2. What kind of tiny problems do people who create websites have? Finding high quality videos to use for website in smaller projects.

To show you just how powerful this project was, here is a quick recap of their data.

In March 2018 they had 360K visitors.

Screen Shot 2018 04 16 at 16.33.09

20,68% of that traffic actually had that ‘human curiosity’ effect and continued to the website of

Screen Shot 2018 04 16 at 16.33.21

Ad budget spend? 0€.

Does this mean you won’t need to spend money to get your Side Project from the ground.


It does show you the power it has to reduce the CAC you are having right now and how scalable this can be.

Screen Shot 2018 04 16 at 16.33.412.Game of Hacks

Another less known but amazing example is done by Checkmarx, a cyber security company that launched an addictive yet useful mini-game called “Game of Hacks” which tests coders ability to spot vulnerabilities in code, helping them to learn along the way.

Screen Shot 2018 04 16 at 16.46.33

The game received massive positive press coverage, had over 35,000 players in the first 24 hours (it’s 80,000 now), and drew thousands of visitors to the Checkmarx website.

Many of those visitors were quality leads which have turned into real customers. And now the team is working on productizing an enterprise version of the game.

Marketing done the right way.

If you didn’t capture the idea yet, here is the formula to your great Side Project:

  1. Figure out what the core products/services you are selling.
  2. Figure out who is buying your product and what tiny problems they encounter during the process that is related to your product or service.

The psychology behind Side Project Marketing (or why it works).

To follow the philosophy of Einstein (which he probably never said, since most quotes are just assigned to famous people to make it look smarter):

“If you can’t explain it simply, you don’t understand it well enough.“

These are 4 human principles of why Side Project Marketing can be such a powerful thing to build.

1. Principle of Reciprocity

Do you remember the last time you were invited to a party? (if you haven’t, no worries, nobody is judging you)

After the party, you might have felt that little obligation to invite them back over the next time you are hosting a dinner/party.

This little feeling is what we call reciprocity.

Simply put, people are obliged to give back to others the form of a behavior, gift, or service that they have received first.

It’s a mechanism that was builds into humans to make sure we stay human.

One of the best demonstrations of the Principle of Reciprocity comes from a series of studies conducted in restaurants.

The last time you visited a restaurant, there’s a good chance that the waiter or waitress handed over a little gift.

Probably about the same time that they brought you the bill.

A liquor, perhaps, or a fortune cookie, or perhaps a simple mint.

So here’s the question.

Does the giving of a mint have any influence over how much tip you’re going to leave them?

Most people would say no, maybe you did too.

But that mint can make a surprising difference. In the study, giving diners a single mint at the end of their meal typically increased tips by around 3%.

Interestingly, if the gift is doubled and two mints are provided, tips don’t double. They quadruple—a 14% increase in tips.

But perhaps most interesting of all is the fact that if the waiter provides one mint, starts to walk away from the table, but pauses, turns back and says, “For you nice people, here’s an extra mint,” tips go through the roof.

A 23% increase, influenced not by what was given, but how it was given.

So the key to using the Principle of Reciprocity is to be the first to give and to ensure that what you give is personalized and unexpected.

This is exactly what is being triggered when you are build something of true value for your clients/prospects.

It allows you to build trust faster in a world where trust is being shattered every single day (yes, this is a little nudge at the Facebook data leak).

2. Principle of Authority

What the science is telling us is that it’s important to signal to others what makes you a credible, knowledgeable authority before you make your influence attempt.

Of course this can present problems; you can hardly go around telling potential customers how brilliant you are, but you can certainly arrange for someone or something to do it for you.

What you want to achieve at the end of the day is what Sidekick (now integrated) did for Hubspot or Unsplash for Crew.

“Oh yeah, I know those guys or company, they are the ones that build XYZ. They must know what they are doing“

If they know how to build this and solve that one small problem I had, they probably also know how to fix this bigger problem I have.

Since you are solving that little problem they are having right now, you have just triggered the power of authority.

Guess where they will be going the next time they have a larger problem?

3. Principle of Consistency

Imagine receiving 2 cards from your favorite coffee bar around the corner.

As always, if you manage to get a full card, a free coffee will be added to your bill.

Now, on the first card, you’ll see 10 numbers before hitting that free coffee.

But before you leave, the barista gives you 2 stamps on the house.

The other card has 8 numbers on it, and no stamps are given to you.

Which of the following cards do you think have the highest redemption rate?

Now you might be thinking that in both cases you’ll have to gather 8 stamps in total, making no difference between the 1st and 2nd card.

Yet, as research by Joseph C. Nunes shows, the 1st card has a higher chance to be redeemed.


People provided with artificial advancement toward a goal exhibit great persistence toward reaching that goal.

It’s a phenomenon called the endowment progress and shows why the principle of consistency is that powerful.

In other words, people like to be consistent in their actions, therefore we are more motivated to complete tasks we’ve already started.

By receiving help of your Side Project and solving that little tiny problem they have right now, they are going to feel more open to work with you in the near future since the power of being consistent kicks in.

4. The power of free

Free is this magical price that everybody seems to love and it’s changing the way we do business right now.

In the 19th Century, a man by the name King Gillette invented the world’s first disposable-blade razor.

His strategy was simple.

He sold the razors, only the handle part, cheaply to places like banks who would give them away to new customers as part of their promotions, absolutely free.

As most men know, the handle isn’t the expensive part, the replacement blades are, and they sell them with a hefty profit, later in the sales cycle.

Yet, customers were more than happy to accept this free gift. To truly understand why free is such a powerful marketing method, we need to understand the psychology behind it.

Behavioural economist, Dan Ariely, tells us that most transactions have an upside and a downside. But when things are free, we forget the downside.


Because as humans, we are intrinsically afraid of loss.

With free, there’s no visible possibility of loss.

So we speed right by all those questions we would otherwise have about the value of an item and land directly on “yes please.”

That’s exactly what Side Project Marketing is about.

Giving value to your customers that would normally cost them money for free to earn their trust and sell something related later-on.

The 7 step Side Project MarketingChecklist

  • Needs to provide value

Pretty obvious one but keep in mind everybody’s perception of the word value is differently. Think very clearly how much value your Side Project is going to deliver without thinking of all the fancy features you would need to build.

  • Cheap to build

If it’s going to take your development team ages to set it up, this might not be the right Side Project to build. Try to understand, most developers won’t be able to tell you how long something is going to take since it will always ‘depend’ on the difficulties along the way.

  • Cheap to maintain

It’s just another startup if you need to be spending more and more time maintaining the thing you are going to build.

  • Attracts qualified leads

The reason why I always shout that knowing who your target audience is and what their real pain points are is because of this. If you don’t know who you are building it for and what they go through every single day, you might attract tons of leads, but not the right ones. Wasting everybody’s time. And time is … money.

  • Focus on a niche problem

Pretty straightforward, the trick is to do something very well, not everything very bad.

  • Leverages unfair advantage, if you have something on your team that you can do better than your competitor (not a must)

The best Side Projects are build out of some competitive advantage you have been building on all these months.years. Think about the data you have gathered along the way which might be relevant to your target audience and how you can build something to share it with the world.

  • Easily marketed

A Side Project should be something which is easily picked up by media or writers who need content for their blogs. For the simple reason that you want to keep you CAC as low as possible.

The Side Project Marketing Sprint: How to set up your design process to build the right Side Project that fits your business

Back in school I always used to be the idea guy. My creativity was like the stomachs of people eating hot dogs at these crazy competitions on Youtube.

A bottomless pit.

Until one day a good friend of mine stopped me in the middle of my talk saying: ‘You always talk about your ideas, why don’t you put your mouth where you words are and start building it?’.

It was just that little push I needed to realize that ideas are worth nothing in the real world.

The real golden nuggets and insights come in the building phase, not the ideation.

Yet, when you start brainstorming about what side project you should be building, it’s going to be tempting to start with solutions.

It’s just a human thing to do.

It’s the same psychological effect that happens when people are talking about their problems and you are trying to help them with ‘let me tell you how I solved this problem’.

It’s a recipe to failure.

Seek to understand then to be understood

Use this exact same process to start with Side Project Marketing

Before starting out:

‘’Side Project Marketing has one goal and one goal only. Build something of value for your target audience in order to get more of those people.‘’

If you don’t know who your target audience is, there is no point of building a side project.

This is why this guide isn’t for people still discovering their business model or target audience.

It’s important to understand that if you have multiple audiences, you’ll need to focus on just one segment of your audience and invite experts on these segments to your Side Project Workshop.

Do this now:

  • Talk to your team (and make sure you have the decider/moderator in your team aka people that can take big decisions) to discuss which target audience you would like to go after.
  • Find relevant people who can talk more about this segment for your first workshop. This is probably your customer service, CEO/CMO, Product Owner, Sales,… If you can have somebody who falls under your target audience, also invite them.

Pro tip: If you are an advanced company like Hubspot and offer multiple services, you’ll need to decide which service you want to gain more traction and choose the target audience accordingly.

What you need for your Side Project Marketing workshop:


  • A facilitator (You?)
  • A diverse team who understands the target audience you are going after
  • A decision maker aka Manager/CEO/CMO/ Team Leader

Stuff you’ll need to thrive:

  • Whiteboard/wall space
  • Tons of Post-it notes
  • Just plain old white paper
  • Sharpies
  • Sticky dots
  • A good old time timer
  • Good coffee, beer comes after.
  • A lot of water
  • Some snacks
  • At least one energetic and enthusiastic person.

How long it takes:

The workshop should be between 2-3 days depending on how advanced your team is with other kinds of sprints or if it’s a first or a second run.

What the ultimate goal is:

  • Figure out what Side Project you should build for your target audience.
  • Figure out if what you are building, is really solving a problem.
  • Better understand the needs of your target audience apart from your product.

Bonus tip: These sprints are also great for product managers to better understand what to build next into their product or service.

Day 1: Seek to understand then to be understood

Meet the Experts and How might We – 15min/chat

Your team probably knows a lot about the challenges your target customers might have.

But that knowledge is distributed, or maybe not even in house.

Before starting a Side Project it’s important to gather as much knowledge about the problems you want to solve for your target audience.

Monday morning is devoted to an exercise called ‘Meet the experts’.

A series of one-at-a-time interviews with people from your team, from around your company and possibly even an outsider with special knowledge about a specific topic you are trying to counter. Preferably these are people who have deep knowledge about what struggles your target audience have (note to people reading this: if you don’t know who your target audience is, this might end very bad for you).

These 15-20 minute interviews with the experts will consist of 3 big questions you want to hear more information about (feel free to add more):

  1. How would you describe the product/service you are selling to (insert target audience)?
  2. What is the problem your product is trying to solve for them?
  3. What (other) kinds of problems do (target audience have) which are related to our product or service?

As you go, each member of your team will take notes individually by listening very carefully about problems they hear from the interviews and translate them in ‘How Might We’s’.

Especially during the last question, writing these down is of extreme importance since this is where all the golden nuggets are.

It’s important to keep this structure since it will allow you to compare notes later-on and save time.

The principle if very simple, experts talk and your team converts them into questions starting with ‘how might we’.

For example:

When somebody is talking about the fact that men who come into a store can’t really decide on how to pick his jeans size you translate it into a how might we.

‘How might we help men who come into our stores to pick their jeans size?’ → this is what you write down on your post-it.

The more the better.

At the end of the exercise your team will have multiple notes starting with ‘how might we’.

Since this random thought of helping men choose better jeans just popped up while writing this, I’ll guide you through this guide with this example.

Heat Map Vote – 6 min

If everything went well, you have now a pile of  ‘How Might We’ notes.

It’s time to stick them all against the wall or whiteboard.

The moderator gives each member 2 voting dots — Everybody must now vote on the challenges they consider to be the most pertinent to solve, without discussion.

You can vote on your own post-its here and you can put both your votes on one challenge if you feel strong enough about it.

Once the 6 minutes is up, the moderator quickly takes the voted problems and arranges them in order of priority. The last call is always given to the moderator of the sprint.

You should now have a clear targeted problem you would like to solve together with your team.

Don’t forget it’s just an exercise, if you strongly feel another option is better, go ahead and discuss why you think you should target that problem.

A Sign Of Life – 30 min

The worst thing that can happen to you and your team is building something nobody cares about or doesn’t really see as a big of a deal.

Before starting a brainstorm on how to solve the problem you have discovered and voted, it’s a must to go and figure out if there is any sign of people having this problem online/offline.

This is why I named this exercise ‘A Sign Of Life’.

It’s spending at least 30 minutes time with your team going on a hunt to figure out if more people are actually having this problem and if they fit in your target audience.

The goal is simple: validate if the problem actually exists and is big enough to solve.

Now you might be wondering: ‘Do I just randomly google stuff?’.

That’s one option, but here are 3 strategies that could take you a little further.

Also, to join you in the trenches, I’ll be guiding you hands-on with an example I mentioned above: “How might we help people choose a pair of jeans”.

Strategy #1: Quora

You probably already know Quora. It’s a community where people ask questions and look for solutions to their problems. It is also an excellent tool to find problems to solve!

So, how can I find a problem to solve with Quora? Here are my three favorite Quora-based problem investigation methods:

Search in reverse

Search on Quora as if you were searching for a solution to a problem.

People who are looking for solutions usually say things like:

• Is there any way to…

• How can I…

• Who can help me to…

Screen Shot 2018 04 24 at 17.22.46

As you see from the picture above, people have already been asking themselves on how to choose a pair of jeans and 6 people have answered the question, leaving you with some initial data of the existence of the problem and what solutions people are suggesting.

Screen Shot 2018 04 24 at 17.30.13

The best part?

Quora is giving you related questions to the problem you are looking to solve.

Have a look around and see what other related problems people are having to buying or keeping their pair of jeans.

The disadvantage of this method is that it covers all kind of problems, so you will have to search deeply until finding a problem you really want to solve.

Search for different topics

This method is more adjustable to your personality and knowledge. It consists on browsing on Quora for topics you would like to solve a problem.

For example, let’s suppose you want to solve problems people have with jeans. You could then search “Jeans” on Quora, and visit the topic.

Screen Shot 2018 04 24 at 17.35.46

Now you have a full list of what people are looking to solve and the suggest solutions paired with the questions.

Ask the question

The last method is pretty obvious but won’t be able to help you in the short time frame you have. Just ask the question on how people are solving their problem right now.

Make sure to invite people to help out with answering your question.

Strategy #2: Twitter

Twitter is a great source to figure out the problems people are having. In fact it also helps validating if more people are having this problem since they are retweeting it.

People who need a solution usually tweet things like:

  • Anyone knows how to…
  • I need help with…
  • I don’t know how to…
  • More people having trouble with..

So, you can search for these phrases on Twitter.

And with a deep search, you will find great tweets that can lead to validation of your problem.

Strategy #3: Reddit

If you haven’t heard of Reddit, don’t worry, but you might discover a whole new world right now.

Reddit bridges communities and individuals with ideas, the latest digital trends, and breaking news.

If a cat video went viral, it probably was first seen on Reddit.

By subscribing to communities, called subreddits, like AskReddit, your fellow Redditors will provide you thousands of problems people are facing every day.

Search for things like:

• How do I

• How do you

• Can’t seem to

In my case I could find a discussion on how to pick a jeans which keeps validating the problem is out there.

Screen Shot 2018 04 24 at 18.31.33

Strategy #4: Buzzsumo                        

A great way to figure out if the problem you are trying to solve is broadly shared is by figuring out if there is already content tackling this problem and see how much it has been shared.

This is where Buzzsumo comes in handy.

Screen Shot 2018 04 24 at 18.45.47

As you can see the number 1 shared topic about picking jeans is huge with 3,9k shares. This article and strategy will also help you on the next exercise: Solution Mapping.

If you can’t seem to validate your idea online, try and have a swing offline by asking your target audience if the problem really exists.

If not, try to go for the second choice you made with your team in the ‘How Might We’.

If you validate the assumption, it’s time to write it down in big letters on your whiteboard since humans tend to forget things very fast.

Solution Mapping – 30 min

There is a famous saying: ‘If you only have a hammer, everything looks like a nail’.

In other words, it’s not because you found the problem, you also know how people would like to have it solved.

This is where solution mapping comes into play.

This exercise is pretty simple, you find out how people are currently solving the problem they are facing.

This is how to get started:

  1. Make a list

Ask everyone on your team to search how people are solving the current problem and ask them to put it into a list.

Everything you review should contain something good you can learn from and something you feel needs improvement

After 20 minutes of finding and writing down the solutions, everyone should narrow down to his or her top one or two solutions they found.

Write the collected list on the whiteboard. It’s time to begin the demo’s.

2. Give 3 minute demos

One at the time, the person who suggest the solution gives a tour on how it works.

Since people like to go overtime and debate, it’s always a good idea to keep a timer

During this exercise you should always consider the words ABC, Always Be Capturing.

While people are presenting always wonder and write them the answers to:

  1. What is something that sticks out from the solution given and could be used?
  2. What is something that could be improved?

These notes are just to jog your memory later in the day, so they don’t have to be fancy or detailed.

Use 1 post-it per idea that runs into your mind to make sure everybody can see the big idea that hit you later-on when sticking them to the whiteboard.

This is how your whiteboard should look like after this exercise:                        


                        Screen Shot 2018 04 24 at 20.06.19


Now you and your team know what kind of solutions people are using, what is good about it and what could be improved. Now it’s time to figure out what to build in the afternoon.

—————————————————- AFTERNOON ————————————————–

Lightning Demo’s – 30 / 45 min

Take a look back at the whiteboard with the solutions people are using right now. Before starting this exercise, have a look at what other people have jotted down as good or bad.

Take a look back at the ‘How Might we’ that you are trying to solve in order to refresh your memory. Preferably, this is written down in big letters on the whiteboard.

In this exercise we are going to look at all the different Side Projects that exist and see how you can steal the most effective parts from all of them in order to incorporate them into your Side Project.

Spend at least 20 minutes going through all the different options that exist. To make it a little easier, we have gathered all the greatest examples out there into one simple to use page right here:

Feel free to look around a little more if you have encountered other examples.

All done?

Now it’s time for everybody on the team to choose 1 or 2 side projects they could see working for the How Might We question you are trying to solve.

It’s time to present them in another 3 minute pitches with a slight difference.

While presenting, the moderator on the team has to ask the following question after each presentation:

“What’s the big idea we can take away from this Side Project?”

Then make a quick drawing of that inspiring component, write a simple headline above it and note the source underneath on the whiteboard or post-its.

After the exercise you should now have a full board of the best ideas out of each Side Project.

IMG 5076

You’ll probably want to do it a little more organized than us. You’ll probably want to aim for a result just as shown below:


The One-Step Sketch

As much as I love the design sprint philosophy, I always felt that not all parts are always useful to certain situations. In the case of building a Side Project, we aren’t aiming to build and validate the next big Slack venture, it’s still just a Side Project of your core activity.

Therefore, I am a strong fan of the one-step sketch instead of the 4 step sketch for these kind of projects.

And it’s pretty simple.

Every team member now has whiteboard full of ideas of how the Side Project should look like in different pieces. Now it’s all about putting the right pieces together.

Revise your How Might We and spend 30 minutes alone trying to come up with one or multiple drawings of how you see the Side Project. Try to use as much parts of the drawings shown on the whiteboard.

Although you are free to draw anything, here are some general rules you should remember while drawing (make sure to write these down):

  1. Make it self-explanatory, if nobody understands how it’s working, it’s not a good drawing. Which doesn’t mean you have to go all Picasso.
  2. Keep it anonymous
  3. Ugly is okay
  4. Words Matter, since it has to be self-explanatory you need to think very carefully about the words you use to explain the Side Project.
  5. Give it a catchy title (this one is pretty obvious)

This could be an example of your sketches, but remember words matter.


Once everybody is finished, put the solution sketches on a pile but resist the urge to look at them.The moderator will now hang them up just like an art museum, since we don’t want people to know which solution is from whom to remove biase.

Before you leave, it’s important to start looking and invite at least 5 people from your target audience over to your prototype on Wednesday or in 2 days depending on when you run the sprint.

Try to avoid friends and family.

——————————————————— Day 1 Ends ————————————————

Day 2: Taking a decision is better than no decision

From here on onwards the process will look very familiar to the design sprint process with some minor tweaks tailored to Side Projects.

Heated Art Museum  – 10/15 min

If everything went right, you now have a full wall with ideas on how the Side Project should look like. Without actually knowing who drew what. I do understand that some people just have a horrible drawing style that is very typical, just pretend you have no clue from who it is, okay?

Empower your team members with 20 dots each and let your team follow these steps:

  1. Don’t talk
  2. Look at a solution sketch
  3. Put the dot stickers beside the parts you like (if any)
  4. Put 2-3 dot stickers on the most exciting ideas.
  5. If you are having trouble understanding what he/she means, write it down a sticky note and place it next to the drawing
  6. Move on to the next sketch and repeat.

You now have a wall full of Side Project ideas with dots on the most promising ones.

It’s time to discuss.

Speed critique – 3 min per sketch

In the speed critique, you and your team will discuss each solution sketch and make not of standout ideas. The conversation will follow a structure and a time limit of course.

During the speed critique the facilitator is going to be really hands-on to guide everybody on the team through the exercise. This is also the reason why somebody will need to be appointed as a note taker. As you are reviewing the sketches on the wall, the note taker will write down standout ideas on the sticky notes and place them above the sketch.

Got your note taker?

Let’s start with the process:

  1. Gather around the solution sketch.
  2. Set a timer for three minutes on each review session.
  3. The facilitator narrates the sketch, meaning, just talks about what he can tell from the sketch. Note that the person who made the sketch does not talk or make a move, even when it’s wrong.
  4. The facilitator calls out standout ideas which are shown by the clusters of dots. During this process, the note taker is taking notes on his post-its of all the big ideas.
  5. When the sketch is finished discussing, the creator can now explain the missing ideas the team failed to spot and answers questions.
  6. Move to the next sketch and repeat.

This is something which will 99% happen to your team.

People will start to see new ideas that can be combined with their ideas. It’s natural and amazing at the same time. Make sure to keep these ideas to yourself and just focus on writing down what stands out of the solution. This is how it will look at the end.

1 sr0PPx8VaB4ZP rg sK4tg

Mix Match Voting         – 10 min + ⅔ min per vote

I call this Mix Match Voting because of something which happened in the last exercise. Because people are exposed to new ideas they’ll most probably see their idea combined with aspects they didn’t realize.

This is how it works:

  1. Give everyone one dot which represents a vote (represented by a big dot sticker)
  2. Remind everybody of the How Might We question
  3. Set a timer to 10 minutes
  4. Each person privately chooses which option they feel more likely to succeed. But here is the twist. They can also add one of the aspects from the other sketches on the board to improve the choice they are picking. For example: I love idea of having a who is your jeans quiz but I would love to see it together with a rapport of a case study about jeans (whatever). Make sure people write this down.
  5. When the time is up, place the votes  on the sketches.
  6. Each person briefly explains their choice and what they would love to combine the idea with. Count 2-3 min per vote.

Now you should have dots hanging of what your team believes are a great idea to execute on, it’s time to supervote

Super Vote

The supervote is the ultimate decision. Each decider, which is mostly the highest authority, will get 3 special votes, and whatever they vote for is what your team will prototype first and test first.

Deciders can choose whether to go with the mainstream and go for sketches that were the most popular or ignore the straw poll. In short, the decider can do whatever they feel answers the ‘How Might We’ question the most. But remember, be honest about your decision, your ideas aren’t always the best.

The sketches with supervotes on them are the winners. This is the prototype you’ll be creating first. This is how it will look like:

download 1

Don’t forget to keep all the ideas that aren’t chosen that day. You might and will probably need them in case the first prototype turns out to be nothing.

They are just called ‘Maybe-Laters’.

It’s important to understand that a process is just that. A process to align people. It’s not pixel perfect and it will never be. If you feel something is missing you should be doing differently, go do it. Experiment and remember, always have fun.

Now it’s time to build the actual prototype.

Pro-tip: take pictures of every single sketch and voting, you’ll thank me later.


Head over to the next chapter ‘How to test and validate your Side Project without writing a single line of code’ to start prototyping without writing a single line of code.

——————————————————— Day 2 Ends ————————————————

Day 3: That’s just your opinion.

The last day has arrived.

The day where you have invited 5 people from your target audience to spit out all the things you haven’t been thinking off and validate the side project.

To not just let people walk in and say: ‘So, what ya think’?. You can follow this template.

This structured conversation makes sure you capture as much data from your interview as possible.

The Five Act interview

  1. A Mexican welcome to start the interview (pretty obvious)
  2. Open-ended context questions about the customer
  3. Introduction to the Side Project
  4. Detailed tasks to get the customer reacting to your awesome project
  5. A little debrief ato capture the last thoughts and impressions.

A Mexican Welcome

When doing business in Mexico you’ll notice one thing. They never talk about business on the first meeting.

You talk about family, friends and drink tequila. Even in the Morning.

Trust me, I am half-Mexican.

When the person walks in, go ahead and just have a small chat about the weather, how his/her day was or why he/she is wearing those weird shoes.

The goal is to make the person feel comfortable to be open, honest and critical (maybe the shoe isn’t that such a great opener after all).

Before starting out, it’s important to have your team capturing every single detail that is said or done.

ABC, Always Be Capturing.

Context Questions

There is this awesome feeling you’ll have when building a prototype. It’s the same feeling you have when buying new clothes. You feel like wearing them.

The same will happen to your prototype, you’ll be eager to show it straight away.

Not so fast.

Instead, start slow by asking some questions about the customer’s life, interests, and activities. These questions won’t only help you to better understand your audience world, but it will help you understand the reactions and responses given.

The goal is to ask natural questions to better understand the life of your target audience that is tailored to your product.

For example, if I would have build the website I would have talked about the jeans he or she is wearing and talk about how awesome it looks and where he/she bought it.

Afterwards you could ask about the pains he had during the search for his perfect jeans size.

Let them tell you the story about their pains and lives, in a natural way. Preferably, connected to what you are going to show them.

Prototype introduction

Alright child, it’s time to unpack your new clothes. Before unpacking it, it’s important to follow these steps:

  • Ask for permission by asking the person if he would like to see the prototype. It’s important to understand the psychological reason behind this. By asking him for permission, you are gaining mental buy in from your customer.
  • After asking permission it’s important to tell him/her that some things might not be working. Rome wasn’t built in 2 days, neither is your perfect prototype.
  • Remind the customer that there is no right or wrong answer, any critique is useful.
  • Remind the customer to think aloud when walking through the steps, this will help understand the choices he is taking. This won’t feel natural to people so try to pull it out a little. Don’t go all freaky by saying: ‘I can’t hear you’.

Tasks and nudges

During the process you want to get the most out of their thinking. This is where open-ended questions come into play. As the customer goes through the task, the interview should ask questions to her think aloud:

  • What is this?
  • What do you think of that?
  • What do you expect it to do?
  • Which problem do you think it will solve?  
  • Do you feel this is the way you would want your problem solved?
  • What would you do next?

The goal is to understand if you are actually solving the problem and if this is the right format to solve the problem. Maybe you have build a chatbot, but people would rather have a website or visa-versa. Understanding their motives why they would want to choose another format is crucial.  

Always keep in the back of your head that if you would have asked people what they wanted, they would have said faster horses. Not cars.

Quick debrief

You’ll see and hear a lot during the interview, but might miss some important aspects since you were focussing on something else they were doing. Especially men are pretty good at doing only one thing at the time.

Here are some great example questions you can ask to capture the interview:

  • How does this product help you compare to how you are currently solving the problem xyz?
  • What is something you liked and something you disliked about the product?
  • How would you describe this product to your friends? (probably the most important question in order to build your landing page!)
  • What is something you feel should be build before you would use the product?

And well, you are done.

You have now a Prototype Side Project with all the feedback you need to be honest to yourself and see if you are really solving a problem and if this is the right format people want this problem to be solved.

You are now literally doing better than 99% of the companies that are targeting people while sitting on their toilets with lousy ads.

Go conquer the world, like for real.

How to test and validate your Side Project without writing a single line of code.

Sometimes having no tech resources is actually in your advantage since you can’t imagine how many stuff has been built around the world that was just wasted code.

I have to admit, I have also been there.

And even if you have a lot of tech resources, nobody likes working on stuff nobody is actually going to use.

I remember talking to my dad how it used to be in the ‘old days’.

People would walk around with phones the size of a shoe and you would only call the IT guy out of his cave when you had a problem with your ‘computer’.

In order to show the world about your idea, you would either have to be very creative with Knex/Lego or you would have to spend a ton of money to get your prototype out.

Times have changed, leaving us with a huge amount of possibilities to build prototypes of what we are actually trying to say.

Get Started

When I asked The Design Sprint Slack group, owned by Jake Knapp (founder of the sprint book), what the favorite tools are to prototype.

I came to a surprise.

Screen Shot 2018 04 26 at 20.45.59

I had given away 5 of tools I used to test and validate assumptions recently, hoping to get their favorite stack of tools.

All I got was one tool that stuck out, Google Slides.

Which I totally understand because of the simple reason that everybody can or has worked with this kind of tool.

Making adoption a little easier.

So if you feel like prototyping a little more on how it should look like or which tool you should use, Google Slides is all yours.

If you want to take it a little further, this might be the stack you would be looking for.

Since these tools are always evolving, I have build an always up-to-date directory of tools to start prototyping your Side Project without writing a single line of code.


Have an idea but don’t know how to bring it to the world? Hosting a growth or design sprint, but feel like you are missing some design or engineering hands?

These templates are easy to use, incredibly professional and hugely varied – bringing you everything from business cards, brochures, photos, real-life settings, tech devices, posters and much more!

  • Applaunchpad has a great tool to bring your idea to life called the Mockup Generator. Just paste your picture or design into their tool and see your idea on any type of screen. Combine it with Canva or any other design tool and call yourself a designer.
  • Mockuups provides a drag-and-drop tool for creating beautiful app previews and marketing materials. Place your design instantly to the huge collection of mockups and find your ideal in a second.
  • Screenpeek is a super simple mockup generator of your current website. Simply copy and paste a URL link and a simple mockup is generated. Currently they provide the latest iPhone, iPad, iMac and MacBook. Only the iPhone is free.
  • Mockupsjar is similar to applaunchpad this tool is taking it a step further. It also includes some great picture frame mockups, t-shirt, packaging, vinyl, books, billboards and almost every current device imaginable including the new iPhone X (10) and Apple Watch. Mockupsjar is also free to use.

Stock Images

Trying to figure out why you have seen the same picture around the web? These websites and tools might be guilty.

  • Unsplash has beautiful high quality free images and photos you can download and use for any project. No attribution required. They have just raised a bunch of cash, which looks promising for the future of the platform.
  • Pexels has free stock photos you can use everywhere. Free for commercial use and no attribution required.

Color picker/stealers

Like a color you see on another page or don’t know which colors to use for your website? All solved now.

  • Colorzilla looks shady as ****. But it does the trick. Download the chrome extension and pick any color you would like to steal from your or another page. Yup, for free.
  • Coolors is amazing. Imagine you could press your spacebar and get color schemes that fit together. All for free.
  • Web gradients is an awesome tool that collects 180 free awesome gradients, that will help you design the background of your website.

Logo design

The only downside to the free/ freemium logo generators is the low res download quality, although for the purposes of getting a quick logo put together without the need to hire a professional designer, these options below are more than capable for your Side Project, unless you feel like building it within your own website.

  • Canva is one of the most versatile online design tools out there. If you are looking for more customisation options compared to some of the other logo designers, then Canva is the ideal tool. Download straight away for free in .png format.
  • The Ucraft logo designer is one of the simplest customisable, modern logo designers I’ve used. Ucraft includes a large variety of font types and colour pallets, plus the export process couldn’t be easier. Its completely free!
  • Logo Dust has provided all its unused logo designs available for free. The designs are simple and clean and available to download at the click of a button. There isn’t a huge collection like some other libraries but the quality is great and frequently gets updated.
  • Logopony is powered by artificial intelligence, which will help you design an awesome and unique logo, containing even some icons. Paying $19, you will get a web quality logo. If you pay $49 you will get lots of sizes and combinations.

App builders

Validating your assumptions is the first key step you should take before getting in the building phase. Since, I assume, you don’t want to be another app in the app graveyard, are you?

  • Thunkable is a native app builder for anybody and everyone who wants to build apps — from the non-developer to the highly skilled developer who wants to do do something quicker and easier. Starting from a price of free.
  • Bubble lets you build apps without code. The greatest part I feel is the learning curve to create your first prototypes. A great way to build and learn faster than your competitor. Starts between 0-14$) depending on functionality and whitelabel.
  • Launchaco isn’t really an app builder. Say again? Yes, this is not an app builder, but I use this awesome piece of software in combination with an app builder in order to create landing pages at lighting speed for my app mockups. Starting from free.

Chatbot builders

Having conversations is a basic need of humans. Yet, most of our digital stuff online is still a one way stream. Why not prototype your chatbot idea before wasting all of your money and resources?

  • Manychat is my personal favorite since they have really understood that integration and segmenting are key to building a great chatbot. You can start for free, or pay 10$/month to get some more advanced settings and integrations
  • Chatfuel is the also one of the best bot platform for creating an AI chatbot on Facebook. Learn how to create a Facebook message bot quickly and easily, no coding required.
  • is a simple tool to build conversational websites and improve lead conversion rate. Think website + chatbot in one. Start for free.

Landingpages & page builders

Knowing that people have the shortest attention span in ages, it’s important to have a quick and easy overview of what the potential gain is going to be when they keep on reading. This is exactly how you can build in hours, not days.

  • Instapage is one of the most powerful landing page software that provides post-click optimization for all digital and advertising campaigns. What used to take years, now takes hours. You have a 14 day free trial.*
  • Launchaco is pretty much the simplest way to build a website for your Side Project for free.
  • Webflow is used when you want to take your Side Project a little step further since you need a basic knowledge on HTML and CSS. It makes the website design process sooooo much easier than the competition. Moreover, the price is quite reasonable.
  • WordPress + Template is a great way to build your entire side project without writing a single line of code. Just choose a template from the envato market and start the building phase. Warning: sometimes a template can slow you down because of the quality or non adjustments you can make.

All these tools come and go, use this always up-to-date directory of tools to start prototyping your Side Project without writing a single line of code.

How to use a simple trick to get unlimited free trials at any software company.

What if there was a trick to get unlimited amount of free trials with your favorite software like the landing page builder I just mentioned above?

This is exactly what I asked myself a month ago while cursing on an expensive piece of software with a free trial.

So I did what I like to do best, find solutions to a problem.

Here is exactly how I pull this off in less than 3 seconds and no technical skills.

Now, most people know that I have a very cheap mindset.

Why overpay if something can be tested with limited amount of resources.

It’s a mindset I had to craft over the past years with high ambition and limited budgets.

In one of my growth guides I explain how I scrape attendees from websites to segment them and see who would be interesting to meet in order to get the most of my events.

Now the problem I encountered is that the software I am using, only provides a 7 day trail.

After that, the cost goes up to a minimum of 1999$.

Which I prefer to spend on a holiday.

Here is how to bypass it with what we call an alias.

Use your normal email and add a +1.

For example mine would be:

Create an account and you’ll see that you’ll still get the confirmation mail, but the email registered is different.

The best part? It’s super scalable.

Change the number and you can make up to a million combinations.

How to design the perfect landing page for your Side Project.

Did you know that the average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the effects of an increasingly digitized lifestyle on the brain.

Hence the importance of being able to create a well structured and written landing page in order to capture the maximum attention and learn as much as possible.

Nope, this is not going to be the most comprehensive summary of a great landing page since this would be a book itself. This will show you some of the sometimes overlooked pointers that will put you ahead of the curve.

Here are 4 basic rules on how to improve the quality of your Landing page. Remember, these are just the basics.

The 4 basic rules of a Landing Page

  1. Your USP / one liner

The biggest struggle I see a lot of companies make before they hit Product Market Fit and (also after) is finding Product Language Fit. In other words: ‘How do you explain in one sentence what benefit the user will receive and what kind of language they speak” (which is also different depending on the segment you are targeting).

Remember, we have now a shorter attention span of a goldfish.

The best way to figure out how to get the one liner to work is to send your early prototype to people you think would use your Side Project and ask them the following question:

‘How would you describe this tool/website to your friends?‘

You might be surprised what responses you’ll get.

For example, when we started out with our design sprint for the ECB (European Central Bank), our goal was to figure out a business case where instant payments could flourish in less than 4 days.

Based on the data we had gathered beforehand and feedback of our initial MVP, we figured out the best business case was tailored to people who needed to prepay large amounts and were afraid that they would have to spend ages asking back the money from their friends or strangers.

IMG 9728

In case you were wondering, the blue dots on the screen is our market research data, placed in a nice jacket by our data scientist helping us to build better arguments in order to better understand what to build. It’s not some kind of decease we found in somebody’s brain.

Based on the initial feedback, Yuomi (You-owe-me) was born, the fastest way to get your money back.

side project marketing 3 - ricardo ghekiere

side project marketing 3 – ricardo ghekiere

Which brings me to my second point

2. Your baseline describing the USP

Your USP line should grab the attention of your user to continue reading, your base line should explain exactly what problem you are solving and why they should opt-in.

In other words, it should answer the question: ‘How are you solving my problem exactly?’.

In the case of Yuomi the baseline was: ‘Purchase concert tickets, refund trips and pay restaurant bills as a group’.

This tagline was based on our initial data since this is where we discovered the biggest pain points were.

3. Your Call To Action

To design your CTA properly, take the following factors into consideration:


This one is pretty obvious, but somehow most companies haven’t understood that your CTA should be above the fold (meaning people shouldn’t scroll to see it).


When deciding the color scheme of your landing page make sure to design the CTA button in a contrasting color. This will help the button “pop” off the page and be found easily by visitors.


Similar to the overall copy of a targeted page, the CTA button copy needs to be customer-centric. This is because CTA buttons are meant to inspire action and the copy that should be action-oriented. Explain exactly what will happen when they click that button.

4. Supporting image

All too often I see people placing images that have nothing to do with what you are selling.

The image must be relevant and empathetic so that it explains what your product does and also connects with your visitors emotionally, not another video your designer felt was awesome.

If it doesn’t support the message you are trying to enforce, it shouldn’t be there.

Remember, the goldish.

When you have a look at the Landing page of Youmi, you’ll notice we are taking the customer on a journey that makes them dream about sending reminders to their friends to pay them with a click of a button.

Which also came from the initial feedback round.

Consider these 4 psychology tricks in your next Landing Page

Psychology plays an integral role in the success of your marketing materials, which includes your landing pages. This is because your visitors are human beings who make irrational choices based on their cognitive biases and past experiences.

  1. The principal of Social Proof

Imagine you are walking on the street, and suddenly everybody is looking up.

What do you do?

99% sure you might look up as well.

This is the power of social proof.

The principle of social proof dictates that human beings tend to do things that they see other people (like themselves) doing. This is where the herd mentality comes from.

Adding social proof is easy. You just add testimonials, just as we did below.

side project marketing 2 - ricardo ghekiere

side project marketing 2 – ricardo ghekiere

Now you might be thinking.

I haven’t got people who have used my product yet.

Good point, we didn’t either.

So all we did it was add our team as a testimonial to describe how it helped them.

Nick loved it, like for real.

2. The Principle of Scarcity

If you have never visited the site Appsumo, you should spend some time checking it out right now.

In short, they allow you to buy upcoming saas software for a fraction of a price.

Here is the catch, it’s only available for a certain amount of time.

They do a fantastic job activating some of these psychology principles.

Notice how they trigger the principle of scarcity?

Just 4 days left to buy yourself a deal worth 500€ for a great price of just 49$.

side project marketing - ricardo ghekiere

side project marketing – ricardo ghekiere

Which brings us to our next principal.

3. The power of asking high favors to ask your real favor.

Yes, I pretty made these words up, but the principal still counts.

Actually it’s called the door-in-the-face technique, but who cares anyways.

The principle is quite simple yet super effective.

Sales people start with asking a bigger favor (buy this software for a lifetime at 500$/year), which you’ll probably end up a saying no.

The moment you say no, the salesperson would ask, what about the same deal at 49$ for a lifetime?

The price now looks like a bargain compared to the bigger price, right?

Give people a price to compare with. We all like discounts, that’s why Black Friday is such a big deal.

Here is how I showed a homeless guy in Antwerp to use this technique right now.

4. The principal of authority

This is the idea that people follow the lead of credible, knowledgeable experts.

It’s the same principle that explains why people buy from people the know, like and trust.

By placing authoritative people of well-known brands on your page, you are able to increase the chances that people will trust your Side Project since they associate it with the people of brands on your page.

The brain goes a little bit like this: ‘If they felt it was good for them, it should be good enough for me’.

This principle is a little tricky since brands and especially people are not always keen to having their face on something which is just a prototype. This one is up to you. 🙂

Install these analytics before launching your side project to optimize your feedback loop.

The biggest mistake you can make before launching your Side Project is not installing the right analytics.

The reason is simple.

What people say what they would do, and what they actually do are most of the time not the same.

The key is to have not only qualitative but also quantitative data to help you figure out puzzles you might run into.

Remember, these analytics can vary depending on your Side Project.

  1. Google Tag Manager

How would you feel if you were slicing bread in the morning and just before taking your first bite, your kids or partner would ask to cut another slice?

You would cut a slice.

But what if this would happen every single time you would want to take your first bite?

You would probably do two things:

  1. Tell them to cut their own slices.
  2. Tell them to tell you how many slices they want so you can cut them in advance.

This is exactly the feeling your developer will have when they are being asked to install yet another code to track or test another program.

Before launching anything, make sure to install the google tag manager code which will allow you to place code on your website without the need of heading over to your developer.

Let the poor guy or girl eat his first slice of bread. 🙂

2. Google Analytics

You have now installed the Google Tag Manager code, awesome!

Now you can start adding you own code.

Adding Google Analytics code is pretty obvious to understand where your visitors are coming from and how much time they spend doing things on your website.

Feel free to take it a little step further by adding goals you want them to perform.

3. Heap Analytics

Google Analytics is great to tell you exactly where people are coming from, but is having a little trouble explaining what exact events they have been performing, unless you spend hours of time installing tags and triggers with Google Tag Manager.

Install heaps analytics code and it will track anything anybody does forever, you can use this guide to help you out with the implementation.  

4. Hotjar

See how visitors are really using your website, collect user feedback and turn more visitors into customers, that’s pretty much how to summarize Hotjar.

It’s a all in one tool to understand how your customers perceive your website with their set of eyes.

5. Sumo

The perfect free tool to start building your email list, welcome people to your Side Project or help people share your creation. The set-up is as simple as me saying ‘apple-pie’.

6. Facebook Pixel

What a shame if you couldn’t retarget the people testing your product in an early stage to test your new improved version, right?

Frequently Asked questions about Side Project Marketing

  1. What’s the difference between side projects and Side Project Marketing?

Side projects is what people work on the side while working their 9 to 5, hoping to make a buck one day.

Side Project Marketing is with the specific goal to be free and upsell them later-on with your real product or service. These 2 criterias should always be there:

  • The tool must be small in size (usually 1–2 pages).
  • Because your side project will be small in scope, you want to reduce the need for maintenance and updates.
  • It shouldn’t be a startup by its own, although this has happened before.

    2. Aren’t Side Projects going to distract us from our main product? Should we stop blogging and advertising?

When consulting companies in their growth phase I always see the same story.

Lot’s of content out there, nobody actually reading it.

They are playing the numbers game because somebody once told them that inbound is a great way to attract valuable leads.

And it does, if you are able to deliver high quality content people actually want to read.

But most people forget that content marketing is just like the liquor business.

Coca cola isn’t only successful because of its addictive drink (great content), it’s a leading company because they have found a great distribution system to get their drinks to the right people at the right time.

When I am thirsty, sitting in my favorite bar somewhere in Belgium.

Distribution is king when it comes to content.

I am not saying that Side Projects are the cure all solution to not blog or advertise anymore.

They should be part of your overall strategy to mix up your Marketing Mix.

3. How do you I explain Side Projects to my peers?

Great question!

I always explain it with a piece of cheese in the supermarket.

When walking into a supermarket, you might have encountered a person handing over a little piece of cheese for free.

Now, it’s good to understand that this piece of cheese wasn’t given to you because of your beautiful eyes.

Marketers and salespeople know that giving real value upfront is key to convincing customers later-on.

In this case, it’s a piece of cheese to convince you to buy the bigger cheese later-on.

Side Projects are the cheeses in the digital world.

You give them a little taste of what you got to convince them later-on with your product or service.

But remember, the piece you are giving away for free should be related to your core product.

Giving away cheese to upsell people for cheesecake, does not work.

4. Can we use something we’ve already built?

The best way to predict the future is by looking at the past. You don’t have to reinvent the wheel if you already have something which is validated.

In fact, the best Side Projects were built on top of existing content. Try having a look at your Google Analytics and try to figure out how you could build something of more value out of your best performing blog.

5. Should Side Project Marketing always be free?

Yes and no.

Yes if you want to makes sure it’s shared with maximal impact. Remember the power of free discussed in the first chapters?

No, if you feel it would bump up the quality of your Marketing Qualified Leads.

You’ll need to test and validate this with your market.

Good like with getting started with Side Project Marketing!

How to connect and meet targeted people before and during events on autopilot.

By | Growth hacking, playbook | No Comments

I love going to events for the simple reason that I get to surround myself with like-minded people.

It allows us to connect on a human level, not a digital one.

Although I love listening to stories, I am most of the times not such a big fan of the speakers for the simple reason that it’s mostly always the same story.

If you are lucky, they are recording the talks which allows you to watch it while deciding on watching Netflix or not.

I am a big believer that the stars of the event aren’t on stage.

That’s right.

The stars of the event are the like-minded people that made a choice (yes, I didn’t use that word accidentally) to be at the event and therefore open to improve their way of thinking.

As Malcolm X puts it:

“Education is the passport to the future, for tomorrow belongs those who prepare for it today”

The problem?

For most of us that aren’t naturally greeting everybody around the corner, we end up spending time drinking our coffee at a lonely table while watching other people talk.

That stories end today.

Today, you’ll learn how to connect with people before events, reach out and meet them on the event itself.

No more standing at mister/misses lonely table for you.


Of course you are.

Oh, did I say we are going to automate most of the work?


  1. Access to a list of attendees that are online somewhere.
  2. Common sense.
  3. Budget: 0 euro.



Step 1: Getting the attendee list of the event in a Google Sheet.

Your Attendee list is send to you or you ask for it.

Your attendee list doesn’t list the names

Your Attendee list is on a website

You don’t receive an attendee list but the event has a FB event.

Any other scenarios?

Step 2: Format your data

Step 3: Filter out the most relevant people to meet on your event by enriching your data.

Step 4: Find people’s email to use in a sequence

Step 5: Send automated messages to your segmented audience.

Step 6: Get people to commit to your meeting.


Step 1: Getting the attendee list of the event in a Google Sheet.

Before you can get the most of your event, you kind of need to know who is attending.

This is mostly the hardest part since some of the event organizers are aware of the lurky marketeers like myself.

Which is great since it helps us stay on top of our game.

Our ultimate goal in order to proceed to step 2 is having a list of the following in a google sheet:  


  • First Name
  • Laste Name
  • Company name (optional but will increase the results dramatically)


Here are some of the possible situation you might find yourself:

Your Attendee list is send to you or you ask for it.

It still happens that most of the event organizers want you to connect with the people joining the event.

Since I guess that’s pretty much the point of an event: connecting and inspiring with relevant people.

If you receive the list in a Google Docs or PDF, just copy it to a google Sheets and you are done.

Don’t worry about the structure of the names and companies. We are going to take care of that later in this guide.

If the list isn’t send to you, it’s always worth a shot to ask for the attendee list. 🙂

Your attendee list doesn’t list the names

Most of the time, the list isn’t just given to you because they want you to buy the ticket in order to meet these ‘famous people’ just as in the example below:

This one is a little bit more tricky, but since you have this guide it’s a going to be a piece of cake.

We are going to automate Linkedin searches on the terms you have in your Sheet in order to find these people.

Before setting up your robot you’ll need to have a column with the ‘company + Title’ like this:

If you have them in different columns you can use a little trick in step 2 to merge them together

Create a new tab and copy paste all the terms into the first column..

Once you have a spreadsheet with one column on your first tab as the image above, it’s time to set up your robot.

We are going to use a little Robot called Phantombuster to automate this process for us.

Step 1: set up the robot

Let’s head over to our little robot and click on the orange button right here.

If you haven’t made an account yet, this is about the time to do so.

If everything went right this is the screen you’ll see:

Click on the 3 green dots to tell the robot what to do, this screen should pop up which we will tackle one by one:

Linkedin session cookie:

As for your session cookie, don’t worry if you have no clue what this is. Because the script will manipulate LinkedIn for you, it needs to be logging on your LinkedIn account.

  • Using Chrome, go to your LinkedIn homepage
  • → Right click anywhere on the page and select “Inspect”
  • Locate the “Application” tab, this might be hiding these 2 arrows ‘>>’.
  • Select “Cookies” > “” on the left menu.
  • Search for “li_at”

Copy the long code next to li_at as shown above (Double click on it then Ctrl+C) and paste it next to your ‘Session Cookie’


Google Spreadsheet URL:

Before copy-pasting the URL on the second line You’ll need to fix a common mistake. Changing the settings of your Google Sheet to.

  1. Head over to your Google Sheet and click the blue button ‘sharing’
  2. Click ‘advanced’
  3. Click Changes or in my case ‘Wijzigen’. Don’t even try to pronounce that if you aren’t a Dutch speaker. 🙂
  4. Click ‘Everybody with this link’
  5. All set now! You’ll now see the link that you are able to copy-paste in Phantombuster.


Search degree

Make sure to switch on the 1st connections, you never know if you already know him or her

Whaaauw, that was long. I know but you’ll start saving some serious time in right about now.

It’s time to save and let the robot do all the work for you.

Time to launch by clicking… ‘Launch’. (pretty obvious)

Step 2: Import data in Google Sheet

Once the bot has stopped running, you can scroll down and download your data as in the image below:

Now, the file will come in a csv file which is not very useful right now. Don’t worry. I’ll help you import it to your Google Sheet.

Go back to your Google sheet and press File → Import → upload → upload your downloaded file → create new sheet.

Your data should look a little bit like this now:

Since you now have a list of possible people that are going to the event, you can skip step 2 and 3 and head over to step 4: Segmenting your audience.

Your Attendee list is on a website

This one is a little harder since it depends on the website structure. Hit me up in the chat and I’ll teach you how.

You don’t receive an attendee list but the event has a FB event.

(work in progress)

Any other scenarios?

Hit me up in the chat and I’ll figure it out for this guide.

Step 2: Format your data

Great job collecting all that valuable data. You are one step closer to not being the lonely coffee drinker as I used to be.

Now it’s time to set your data straight in order to find people their Linkedin URL and start connecting before the event.

As said in step 1, you’ll need the data formatted like this:

1 column with the name of the attendee and preferably the name of the company.


In the next step you will automate a little robot that is going to search the web for all these names and give you back their Linkedin URL. The more information you have about the person, the higher your chances receiving the right data.

Most probably you’ll have your data in different columns so far.

Here is how to bring it all together.

Let’s say you have 3 different columns and want to bring it all together in the 4th one.

Step 1:

Go to the D column and paste the following code inside

=concatenate(A1;” “;B1;” “;C1)

Tip: in case you only have 2 columns (name + company)  you can use this code:

=concatenate(A1;” “; B1😉

You’ll see that the first, second and last column are now sitting together like this:

Step 2:

Click on the D column as in the image below to select to full column

Press CMD  + D (MAC) or Control + D (windows) and watch the magic happen.

Step 3:

Now it’s time to create a new tab and drag it to the first row. Name it: “These awesome scraped names”. It’s important that this tab comes before your scraped data!

Step 4:

Time to copy the whole column (G) in your new tab. Make sure to copy it with the values! Here is a great picture that shows you how. 🙂

  1. Create a new row, just above your first name (in this case Ricardo Ghekiere), and give it a name: “Names” → important step
  2. Done! Great job Picasso/Picassa.


Step 3: Find People their Linkedin URL to connect at scale

Now it’s time to find these people their Linkedin URL. To do this, we’ll use a handy tool called Phantombuster to automate this for us. It’s a freemium little robot that automates the monkey tasks we are still doing today. In this case, finding Linkedin URL’s. Let’s get started.

  1. As you may know or not know. I am a cheap ass. So before using the next API, go back to your dashboard ‘My API’s’ and delete your first robot. This will allow you to use the second robot for free too. 🙂
  2. Click here to start using Phantombuster and press ‘Use this API’ (the orange looking button, Sherlock)
  3. You’ll see the following screen.

It’s time to hit those 3 green dots as shown in the example above. This screen should pop-up:

All it’s asking, are 2 things:

  1. The URL of the spreadsheet with all those attendee names and companies and;
  2. The name of the column those names are in. If you have followed my steps above, this should be “Names
  3. Before copy-pasting the URL between the first brackets “ …”. You’ll need to fix a common mistake. Changing the settings of your Google Sheet to. (if you have done this before you can skip this)
    • Head over to your Google Sheet and click the blue button ‘sharing’
    • Click ‘advanced
    • Click Changes or in my case ‘Wijzigen’. Don’t even try to pronounce that if you aren’t a Dutch speaker. 🙂
    • Click ‘Everybody with this link’
    • All set now! You’ll now see the link that you are able to copy-paste in Phantombuster.
  4. As a final step, you’ll have to add the name of the column your Attendee names are in. If you followed the steps above exactly, this should be: “Names” (watch the capital letter).
  5. Save the settings and it’s now time to launch the beast by clicking ‘Launch’. Time to high-five yourself again.
  6. Once the little robot has finished you’ll be able to download the list as a CSV file. If you open it, you’ll notice the chaos already. It’s time to structure this in a way humans can read.
  7. Go back to your Google sheet and press File → Import → upload → upload your downloaded file → create new sheet. BOOM, you now have a great list of targeted Linkedin URL’s.
  8. Before reaching out, you’ll see that some of the Linkedin URL’s weren’t found. No biggie. Before reaching out, let’s delete the ones that weren’t found.
  • Click on your column with the name ‘ Linkedin Url’ → click on the filter icon on the top right bar → click on the text Linkedin Url → delete → search for: “none” → press ‘ok’ → delete all rows. → click on the text Linkedin Url  → Select everything → press ‘ok’.
  1. You now have a proper list of Linkedin URL’s from your FB Group. It’s almost time to say hello.

Step 4: Filter out the most relevant people to meet on your event by enriching your data.

Now you have all those Linkedin URL’s, but we still have no clue if they are of any value for you in the near future.

In order to filter out the most relevant people to connect with, we need more data about them. Luckily, people are willing to give this information for free online.

It’s time to enrich our data of the profiles and see who’s relevant and who isn’t.

  1. We are going to use our little robot (Phantombuster) again to find more information about our Linkedin URL’s. First off, let’s install our little robot right here and click on ‘Use this API’ (delete the old one to have a free version again).
  2. Same as in step 2 and 3, go ahead and click on the 3 dots to tell you robot what to do.

When your next screens open you’ll notice that he’ll be asking you for 2 things: your Linkedin session cookie and spreadsheet URL with all the Linkedin links.

The second one is easy-peasy (make sure to always have the list in the first tab!), go ahead and fill that one in.

As for your session cookie, don’t worry if you have no clue what this is. Because the script will manipulate LinkedIn for you, it needs to be logging on your LinkedIn account.

  • Using Chrome, go to your LinkedIn homepage
  • → Right click anywhere on the page and select “Inspect”
  • Locate the “Application” tab, this might be hiding these 2 arrows ‘>>’.
  • Select “Cookies” > “” on the left menu.
  • Search for “li_at”
  • Copy the long code next to li_at as shown above (Double click on it then Ctrl+C) and paste it next to your ‘Session Cookie’.
  • Save everything and start running your little robot.
  • Once it’s finished, import the data in your Google sheet (if you forgot how, have a look back at step 2 or 3).
  • You’ll now see a beautiful list of people with data from their profile. Segment as you wish to connect with them growth master.

Tip: You’ll notice that you’ll get some emails from the scraping. I beg you, do not start out sending random emails to your (almost) connections unless it’s hyper targeted and really relevant to that person (like meeting him on the event your are going. 🙂 )

Don’t say I didn’t warn you.

Step 5: Find people’s email to use in a sequence

Finding emails isn’t actually the hardest thing to do since you have some amazing software tools to do this for you.

All you need is:

  1. First Name
  2. Last Name
  3. Company names

And guess what?

It looks like you have gathered all those details already.

There are 2 ways I would suggest on getting these emails from your prospects:

Anylead allows you to get as many emails as you want for a monthly pricing of 99 dollar, which is great if you have a huge database to run.

Most of the time, the list is limited for the events you are heading to.

This is why Find that lead is an affordable way to get your emails verified. It allows you to get 1500 verified emails for a humble price of 29$.

What I tend to do when this is quota is exceeded, is to segment a little further on the leads I would really like to meet, since there is no way you can meet all those people on your own, unless your name is Salesforce.

To find your emails, head to your FTL dashboard and click on ‘new bulk’. It’s currently in Beta so make sure to double check everything just in case.

Step 6: Send automated messages to your segmented audience.

Alright, time for our last step. The step you might have been waiting for. It’s time to connect with all those segmented people in your own unique way.

  1. We are going to use our little robot (Phantombuster) again to do this monkey job for us. First off, let’s iset up our little robot right here and click on ‘Use this API’.
  2. Same as in step 1, go ahead and click on the 3 dots to tell you robot what to do. You’ll notice that the robot is asking your Linkedin session Cookie again. Easy-peasy, go ahead and fill those in (if you forgot, head over to the step above). No need to look at the 3th and 4th option.
  3. Now let’s head over to your Google Sheet with all the data of the Linkedin Members. Always make sure that the tab with the Linkedin Urls are in the first column and on the first tab!
  4. The little robot will ask you again to give the name of the name of the column. Create a new row above all your Linkedin Urls and give it the name: ‘Names’. Input the same (with capital) in your little robot.
  5. Now it’s time to craft a compelling message to all those awesome people, click save and launch your little robot.

Now you might be asking, what the heck am I going to write them? Great question. Let me help you out.

Linkedin is about building connections with people you would never had the chance to meet in a non-digital age. People whom all have their different interesting stories and challenges to solve.

Now the beautiful part is, people love to talk about themselves and we love it when people listen to us doing so. This is exactly what we will be asking them.


Hey #Firstname#,

I noticed your name on the attendee list of  of (event name).

This is the reason why I wanted to reach out already and get to know you.

What would you like to get out of it?

(your name)

(Don’t worry if you can read this, about 99% of the world can’t).

Pro tip: Explaining the reason why you want to connect is one of the key factors of getting a reply back. There is a whole psychology behind this which I will spare you for now. 🙂

Pro tip 2: Before sending out all those awesome people, optimize your profile to have a better acceptance rate (things like: ‘Meet me at (event name)’ usually works great.

Pro tip 3: Most people will accept your invite but won’t read or forget about the text your wrote. Make sure to follow up where needed.

It’s time to click the Launch button, sit back and relax.

Step 6: Get people to commit to your meeting.

I remember this one event where I was super excited to meet all these awesome people.

I didn’t really have an appointment with them but I figured out they would recognize me or send me during the event breaks.

Guess what?

Those things don’t happen because there was no real commitment.

The key to meeting relevant people is to make sure they book a meeting with you during the event (breaks).

My way to go at the moment is creating a Calendly account and have people book slots at times that work for you and them.

This let’s your invitees choose their preferred time and let’s you ask extra question such as ‘things you would like to talk about, contact details,…’.

Pro tip: Don’t ask to to book a meeting straight away, first talk as a human, not as a robot.

Enjoy your meetings for growth!


growth hacking workshop

The ultimate growth hacking guide on tracking your full customer journey across the (A)AARRR Funnel.

By | growth analytics, Growth hacking, playbook | 18 Comments

“How would you growth hack my business?”

This is one of the most asked question in the ‘growth hacking scene’.

I get it.

The internet has brainwashed our brains with content that one tactic is going to grow our companies exponentially.

You read blogs like ‘The 3 hacks that got SpringSled 138,790 users’ and feel like executing all.

Growth Hacking isn’t about copying tactics from other companies.

Thinking these tactics will work for you is like comparing your current wife with your ex.

It’s nonsense, yet we all tend to do it.

Now, all these great companies do have 1 thing in common.

They all had a processed way of experimenting to understand what works and what doesn’t work for them.

The faster they run experiments in a processed way, the faster they would gain knowledge and the better their odds on survival.

This is the reason why I wrote the first guide on how to set up your growth process.

Now you might be thinking: ‘It’s time to unleash the tactics, right?’.


The key to growth is finding who your best customers are, solve their struggles and find out where you can get more of those people.

Now the question is, how do I find my best customers?

One simple word: Analytics.

Most of the time, your product won’t be fully ready.

Yet, there are always a couple of people that are going to (almost) complete your full funnel nevertheless.

These are the people you want to pull out of your analytics and meet face-to-face to understand their motives.

Now is the time you can start sketching your persona’s for marketing purposes and unleashing the tactics that fit their profile.

Today you’ll l learn to set up your Bootstrapper’s Growth Hacking stack in a step by step approach for growth analytics and track your customer’s journey across the full growth hacking (A)AARRR funnel.

Growth Marketing stack


With this stack, you can:

  • Understand which channel is the most profitable.
  • Analyze your complete growth hacking funnel (AARRR) across the full customer journey.
  • Unleash the growth hacking tactics that make sense to your audience, not the ones that ‘sound great’.
  • Speed up product innovation by understanding where your customers get stuck.
  • Pull out the most successful customers and understand their motives for marketing purposes.
  • Perform growth marketing automation (workflows, tags, etc.)

Total Cost of implementation:

0 – 1000 users: 17$ a month (Popcornmetrics).

1000 – 10.000 users: starting from 250€ a month. (segment + popcornmetrics + mixpanel/heap).

What’s missing?

Not much to be honest. The only thing I would add is a marketing automation tool to optimize and validate the assumptions you receive when analyzing your data.

Since all your data is pulled into Segment, it’s fairly easy to set up any marketing automation tool that works for you or are already using at the moment.

Growth Hacking Analytics Tracking outline

Step 1: Create a tracking plan   

Step 2: Set up Segment.   

Step 3: Install your Tracking Plan  

Step 4: Enable integrations 


You don’t know what you don’t track.

On the 1st of februari 2013 the first episode of House of Cards hit the screens.

I know by a fact that at least half of the people reading this guide have seen an episode or have heard about it.

But what’s fascinating is not the fact that it was such a big hit.

It’s the fact that without seeing a single episode of House of Cards, Netflix committed to two seasons of the show, or 26 episodes, bidding a reported $100 million.

That’s $3.8 million per episode.

The big question isn’t why it’s such a big success, but why did they actually know it was going to be a success in advance?

I am pretty sure you have guessed the answer already.


Similar to the NSA, Netflix tracks every action you take while watching and browsing anything on Netflix.

The difference is that Netflix does it to deliver their audience with great content.

NSA purposes are questionable.

Netflix is a research and data driven company that leverages this information to distribute and develop content that resonates with their audience.

“As Netflix has shown, content intelligence is the key to achieving content excellence.”

That’s exactly what you are going to prepare your company for.

By the end of this guide, you’ll understand that real growth doesn’t come by pulling of tactics or spending more money than your competitor.


Real growth comes from better understanding your target market and lead more people to the AHA moment of your product.

The key here is to not spend more, but to learn faster.

Step 1: Create a tracking plan

The name is pretty obvious, isn’t it?

It’s a plan, that explains what you are going to track.

No rocket science so far.

Let’s get started with that one metric you should always talk about before having any discussions about growth. Your OMTM.

1.1. What’s your North Star Metric?

In my last guide about setting up your growth process within your company I spoke about the importance of having a OMTM (One Metric That Matters) and how it changes over time.

In short, it’s that one metric that captures the core value you create for your customers at this moment.

Before proceeding with your tracking plan, you’ll need to define what that metric is since your plan is going to be tightly knit to your OMTM.

To better explain the concept, I’ll be guiding you with one of our staging websites we use to practice what we preach.

For us, our OMTM at FYSA, our beta test website (Find Your Staffing Agency) is the amount of users that apply on the platform over a period of 30 days.

1.2. Understand the growth hacking AARRR funnel by Dave Mcclure

The growth hacking AARRR funnel is a well known framework within the growth hacking community.

It’s also referred to as the Pirate Funnel since, well, it spells AARRR.

It name derives from the acronym for 5 distinct elements of building a successful business.

In simple words, it shows the steps each customer must progress in order for your company to extract value from them.

As our customer will flow through these phases, it’s therefore extremely relevant to track the right metrics while they do so.

Pro tip: your product might not be ready with all these phases, no worries, you need to start somewhere.

Pro tip 2: Some growth teams have added an extra ‘A’ to the funnel called Awareness. If you feel more comfortable using this framework. Be my guest.


1.3. Ask the right questions, create your tracking plan

Setting up a tracking plan isn’t one of the most easiest things to do.

You need to capture what you are going to track, why you are going to track it and understand that your product will continue developing and therefore changing what you track.

It’s a hell of a job which takes time since it needs to be done right, luckily I have a trick for you at the end of this guide.

In this guide you’ll learn how to set up a MVT (Minimum Viable Tracking) of the 5 stages in the growth hacking AARRR funnel.

In order to understand what you need to track, you’ll need to ask ourselves these 5 questions:


  • Acquisition: What do you consider an acquired user?


You want people to sign up for something. In a SaaS product, you generally want people to register for a Free Trial.

In case you have micro-conversions (e.g. Newsletter signup), you can breakdown Acquisition in different chunks measuring each of your conversion (micro & macro).


  • Activation: What do you consider an activate user?


Having someone to sign up on your website is only the first step. Many people will just signup and never use your product.

People who Activated, are using your product. They logged in and started to use your product.

The goal here is to work on your onboarding so that people who log in your product can quickly understand your value proposition and realize how your product might be able to help them in their job.


  • Retention: What do you consider a retained user?


Many people will only use your product once and will never come back. The problem with them is that you waste ton of money trying to get them to use your product just to never see them again.

Retention measurement will vary between different apps. People will not use Facebook as much as they use their accounting app. Some apps may only expect 2 logins each month.


  • Referral: How can people refer their contacts to your platform?


If you have a build in future that allows people to invite other people to the platform, this is exactly what you want to track in order to understand who those people are that refer their friends the most and understand why.


  • Revenue: What and how can they buy from you?


If you have different pricing models, you’ll want to track which user converted into which plan and why they changed plans along the way.

Got the answers?


Remember, this is a very basic version of your analytics to get you kick started. If you want to build a great tracking template, here is a great blog to do so:

Step 2: Set up Segment.

If you have ever used Zapier to automate your marketing flows, you know how valuable it is to have your apps interconnected.

What Zapier does for Marketing Automation, Segment does for data analytics.

Install Segment and it becomes the only app that connects all your third-party apps.

You tell Segment what to track and it takes care of mapping and routing that data to the apps you enable.

It helps all your apps talk to get control over your full customer journey across your AARRR Funnel.

To start, create a free account . Once logged in you’ll see your workspace like this:

Growth hacking guide to track your full customer journey

In the next screen, choose the device you would like to track your data from. In my case, i’ll be working with a website.

When ready, it’s time to install the code to your website’s header template so that it loads on every page.

Growth hacking guide to track your full customer journey

Once installed into your page, refresh your page and head over to the debugger tab (yes, I know, I can’t draw arrows)

Growth hacking guide to track your full customer journey

If done right, you’ll see the first event coming in. Great job Sherlock.

Growth hacking guide to track your full customer journey

If you have a developer sitting next to you, this might be easy. If you don’t (or dev time is limited), these are a couple of options to consider:

2.1. Install with Google Tag Manager.

As a Growth Marketer it’s important to understand that the speed of running experiments is one of the important factors.

If you need to ask your developer (which you might not have or are too busy with other stuff) isn’t available, you will lose valuable time.

As said before, the goal is to learn faster than your competitor since knowledge is power.

Google Tag Manager is exactly the tool to help you gain speed since it helps us install code to our website without losing valuable time.

Since this isn’t a Google Tag Manager Course, here are some great resources to get you started to push your Segment code:

  1. Google Tag Manager Installation guide:
  2. Google Tag Manager – push your first code:

2.2. Install with WordPress

If you have a blog on a separate platform or your website is build on a wordpress, you’ll want to add your tracking code here.

Most websites which are build for speed are build from scratch in HTML, like our website (, but have a seperate WordPress website, like our staging/side project website ( that allows the Marketer to quickly build pages or make changes without having a developer or designer to help out.

The key here is to set your growth team for speed.

Segment has a handy WordPress plugin that automagically tracks everything you’d want to track.

You can install it by searching for “segment” in the WordPress plugin search tool.


Step 3: Install your Tracking Plan to track your growth hacking experiments

I love Segment because it allows me to connect all my different apps and have them talk the same language.

The only (big) problem I felt was that it’s actually a tool to improve your Marketing & Products efforts but it’s made for developers to implement.

Now, if you may or may not have experienced, both worlds hardly understand why the one exists.

A Marketer wants to build and test quickly.

A Designer wants to make sure everything looks amazing before it goes out into the world

A Developer, well, just wants to build stuff.

The last thing they want to be busy with is having a Marketer come over and ask them to track another button for their A/B testing campaign.

If you are Full Stack Marketer and are skilled in writing Javascript yourself, this is a piece of cake (if your developer let’s you change his code 🙂 ).

If you don’t know how to write Javascript, this guide ends for you right here.


For most of us, this isn’t the case.

This is why I found another way how to set up your Segment Tracking.

3.1. Install Segment with Popcornmetrics.

Warning: If you have social sign up buttons (FB sign/google), this installation won’t work and you’ll need a work around.

If you want to implement Segment but don’t know how to write code, or you don’t want to ask your developer every single time to track another button.

Popcornmetrics is your tool to go.

Let’s start with creating an account right here.

The same as you did for Segment, you’ll need to install their code into your website.

I personally use Google Tag Manager for this. If you have a WordPress website, you can download the ‘Insert Footer and Header’ Plugin to install the code.

Growth hacking guide to track your full customer journey. Popcorn metrics

Once the code is pushed is on your website and you have verified your installation, it’s time to connect Segment with Popcornmetrics.

On the next screen you’ll see all the configuration screens.

Toggle on the Segment integration.

You’ll see this screen popping up:

Growth hacking guide to track your full customer journey

Important here is to enable page view events. (=on). Don’t worry about the Users set up, we will take care of this in a second.

Close the window and head over your event tracker tool by clicking the button below:

Growth hacking guide to track your full customer journey

Alright, it’s time to have a look at the 5 key metrics of your growth hacking AARRR funnel you want to track.

Let’s take an example to set up your activation phase by tracking the amount of users that create an account on your website.

To identify users, you would need to know how to write Javascript and have access to your back-end.

Not with Popcornmetrics.

They have simplified the process with just a few click of a buttons.

In the event tracker tool, switch to navigation mode and go to your login page or sign up form.

Switch back to ‘edit mode’ and click on your form (will most probably be orange and surrounding the full form). Create a new sign up.

Growth hacking guide to track your full customer journey

A pop up will appear asking you to identify your users name and email. If you would like to add more information to your tracking apps, you can choose to at custom values or decide to not track if irrelevant.

Growth hacking guide to track your full customer journey

Click save and publish the changes.

Growth hacking guide to track your full customer journey

Go to your website, refresh the page and create an account. When done right, you’ll see a new sign up in your live feed of Popcornmetrics.

Growth hacking guide to track your full customer journey

Growth hacking guide to track your full customer journey

Great job! Now set up all the events/sign ups you want to track in your AARRR funnel and head over to step 4 to finish your growth hacking analytics.


Step 4: Enable integrations

We are going to enable the following integrations in Segment:


  • Google Analytics
  • Heap or Mixpanel (or any other event driven app)


As you are reading this guide, I assume you have a Google Analytics account. If you don’t, well, you might want to get the basics right first.

What you may not have yet is an event tracking tool.

I use events to track the actions of customers that converted and identify which precise steps they took to get there.

Now before you choose between Heap and Mixpanel, here is a quick insight I feel about these tools based on their pricing.

If you don’t have many users but your users perform lots of actions in every session, Heap will probably be the cost-effective solution for you.

If you have a lot of users but a small number of events in each one, MixPanel will probably be the better option for you.

I personally use Heap since it has a great philosophy of tracking everything, even without you realizing it.

This means that if you ever want to test another flow you didn’t think of, it will allow you to make decisions based on past data.

Pro tip for Heap: if you have just installed the code into your website, it can take a while in order to get your data screen shown. This is because it’s going to track everything on your website. Have patience, or just a coffee 🙂

If you can’t make up your mind yet, here is a great article explaining the differences:

If you did make up your mind yet, create an account in one of the apps and add the tracking code.

Since you have already set up the events and identifiers with Popcornmetrics, there is not much left for you to do.

4.1. Set up Google analytics

Head back to Segment and pick ‘Destination’.

Growth hacking guide to track your full customer journey

Add new destination → Google Analytics → configure Google Analytics → click javascript box as shown below → confirm source.

Growth hacking guide to track your full customer journey.

Now, you’ll need to add your (website) ID to send the data you capture to GA.

You can find this ID in your settings → tracking code.

Growth hacking guide to track your full customer journey

Toggle on the integration in the settings and you are all set.

Growth hacking guide to track your full customer journey

Head back to ‘Destinations’ and if everything went right, you’ll see this:

That’s pretty much it.


Yeah really.

4.1.1 Configure Goals to optimize your growth hacking experiments

Goals are important to setup because they add vital context to many built-in GA reports.

For example, it’s nice to know which channels generate the most traffic to your site (via your Channels report), but it’s critical to know which traffic sources convert the best to your AHA moment (that moment your customer experiences the big value moment).

You can’t do that without Goals.

Since we have already set up our key conversations in Popcornmetrics, it’s now super easy to set up goals depending on your key metrics you are tracking.

Now, your not supposed to track every single event that is happening on your website. That’s what we call data pukking.

All you want to track is each key metrics of your growth hacking Pirate Funnel.

In my staging website these are the following events:

  1. Acquisition: user created account
  2. Activation: user added their staffing agency to the listing.
  3. Retention: user logged into their account within 30 days.
  4. Referral: User invite another user to the platform
  5. Revenue: Started subscription

Now, as you may see, I can’t track retention with just a simple goal. This is where Heap will help you out with the retention reports.

As for all the other metrics, I can set up goals to see which channel converts better towards my AHA moment.

In the event table of Popcornmetrics you created different events such as a sign up event.

Growth hacking guide to track your full customer journey

We will use these Action events you made to create the goals.

Head over to your GA   → behaviour → events → overview → event actions.

Growth hacking guide to track your full customer journey

You’ll see that the event name of my sign up tracking event is the same as my event action button in GA. We will use this name to create our goal.

Just go to Admin and under your View section, click on Goals and create a new goal based on an Event. Use the event name of your sign up event to create the goal as shown below:

Growth hacking guide to track your full customer journey

Yeah, I get it, this language looks and sounds funny.
Now, refresh your webpage, create a sign up and check your analytics.

If everything went right, you’ll see the conversation in Acquisition → all traffic → Channels

Growth hacking guide to track your full customer journey

Now do the same for your full growth hacking AARRR funnel.


4.2. Set up Heap / Mixpanel / other tracking app.

Head back to ‘destination’s in Segment and add a new destination.

Choose the event tracking app you decided to use, configure it and enter your ID.

As for Heap users, your ID is located under Settings → Projects → Production –> use number just next to the name.

Toggle it on and you are good to go.

Refresh your website, create another account and head to your users overview.

If everything went well, you can now see the following in your users tab:

Growth hacking guide to track your full customer journey

Notice that Heap is tracking 40 events, which you have never installed. As said before, Heap tracks every single thing on your website, just in case you’ll need it in the future.

Pro tip: if you ran out of emails to try you can use the following trick.

Imagine your email is You can use which is called an alias. The email will still hit your mailbox, but it allows you to test and create different accounts (the text behind the ‘+4‘ sign is the variable you can swap as much as you want).

I have a friend of mine that creates account with name+(company he is creating account) to see if the company he registers at is selling his data or not.




How to Retarget your Linkedin connections on Facebook for cheaper conversions.

By | Growth hacking, playbook | No Comments

The first rule of marketing is simple: People buy from people they know, like and trust.

Marketing is that simple.

And unless you are selling water in the Sahara or toilet paper to a tourist on an Indian train, which are the exceptions to this rule, this guide is for you.

The rule also explains why retargeting your Linkedin connections is such a powerful thing to execute on.

The people you are targeting already know you, and if you have been providing value on Linkedin, they already trust you.

And of course, it’s a lot cheaper to advertise on Facebook with retargeting, your wallet will thank me for this later.

Why use retargeting?

People have broken the record of having a smaller attention span of a goldfish. In other words, your prospects need to be remembering all the value you are offering. It also helps that it’s a lot cheaper. 🙂

Here is a little test I ran to compare retargeting your Linkedin Connections vs a new target group:

The process:


  1. Download your connections information from Linkedin
  2. Upload them into a Facebook Custom Audience to create highly targeted ads to people who already know you.

Step 1: Download your contact list from Linkedin

You can download all the information Linkedin has about your contacts and yourself into nice looking files.


Most people don’t know this, since it’s quiet hidden into the Linkedin interface.


Let’s start with getting all that good-looking data out of there for you to use.


  1. Head over to your network tab on linkedin:
  2. Click on ‘see all’ → manage synced and imported contacts  → export contacts. As you can see it’s well hidden. 🙂


  1. Now it’s time to download all your lovely data. Request your archive in a fast file, no need to collect more data.

  1. You’ll receive all the data Linkedin has about your connections in your mailbox, this can take up to 5-10 minutes depending on the amount of connections (make sure to check your spam folder). In the meantime you can sip a coffee and join this channel to be the first receiving playbooks like this.
  2. Once the file is ready it’s time to download it from the email you got. Time to unzip the file and look at all the goodies. Find the csv file called ‘connections’. You’ll see a list with the following data:

Now for the good stuff.

Back in the days, when people were signing up for Facebook and Linkedin, they almost always used the same email to sign into both services. In other words, you’ll see a great overlap if we upload these emails into Facebook to create Custom Audiences.

Let’s get started?

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Step 2: Upload your contacts in Facebook to create a custom audience of your Linkedin Connections

It’s time to upload all this data into Facebook in order to build highly targeted ads to your connections.


  1. Head over to your Facebook Ads Manager (that place where you create your FB ads) to create a custom audience right here:
  2. Click ‘create audience’ → ‘custom audience’ → ‘customer file’ → ‘Add customers from your own file or copy and paste data’ . If everything went right, you’ll see this screen:

  3. Now it’s time to upload your list csv file from Linkedin called ‘Connections’, give your audience the proper name and click ‘next’. You’ll see the following screen:
  4. Facebook will automatically assign the email addresses, all you need to do is confirm the first name and last name. Click on ‘do not upload’ and choose First Name in the first column and Last Name for the second. Just like this:
  1. Click on ‘upload’ and let Facebook work it’s magic.


This process might take a while (5-15 minutes) depending on the size of your list. Go get that coffee you deserved and don’t forget to sign up to receive your next free playbooks right here:

Once it’s ready, it’s time to work your creative juices and see how you can target your audience with relevant ads.

Pro Tip: If you are working at a company with multiple employees you can create one big list of all their contacts and segment people depending on their current title for better targeting.