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Growth Marketing Manager at DETERMINANT
Managing a Ten Thousand Joiners' Giveaway with Martech Budget $200: A Technical Perspective
Edus Tong
In today's digital age, growth marketing has become a critical function for businesses looking to stay ahead of the competition. It is a data-driven approach that leverages technology and automation to acquire, engage, and retain customers. With the right growth marketing strategy and the right technology stack, businesses can achieve scalable growth and success.
However, growth marketing can be challenging, especially for small and medium-sized businesses (SMBs) with limited resources. That's why, leveraging the power of tools is essential in helping businesses achieve their goals while saving time and resources. In this article, I'll share my experience of managing a ten thousand joiners' giveaway with a $200 Martech budget and hope it offers some inspiration for your next move.
I. Limitations of small businesses
Despite the potential benefits of growth marketing, SMBs often face limitations that can make it difficult to implement effective marketing strategies. These limitations may include:
• Limited budget: SMBs often have limitations on budgets, which can restrict their ability to invest in marketing initiatives. This can make competing with larger businesses with more resources challenging.
• Limited tech support: They may not have dedicated IT staff, and without proper tech support, it may be difficult to implement and leverage technologies.
• Limited time: SMBs often have limited time and resources to dedicate to marketing initiatives. This can make it challenging to create and execute effective growth marketing strategies.
Small businesses can overcome these challenges by leveraging the flexibility of Martech tools. In the following section, I'll explore how tools can help.
II. How to make use of Martech: a flexible and codeless approach
Last year, my company DETERMINANT Hong Kong, launched a marketing campaign called 'THE61S,' which involved running a giveaway for Hong Kong residents, distributing 61 free dress shirts every day for 61 days to participants who correctly answered a quiz. As the CIO/Head of Technology, launching such a campaign would typically require months of preparation, programming, and testing. But for us, we managed to make it happen within 2 weeks' time. Here are some tips:
1. Identify your needs and workflow:
At the start of any digital project, it's essential to identify your business's specific needs. Determine what features you require and what your goals are. This will help you narrow down your options to select a tool that matches your needs. For example, the ‘TH61S’ giveaway required users to subscribe to our newsletter, then respond to a quiz form, in order to qualify for a free shirt.
One of the key advantages of Martech tools is their flexibility and codeless approach. Unlike traditional software solutions that require extensive coding and programming knowledge, Martech tools are designed to be user-friendly and accessible to non-technical users like marketers.
2. Make use of built-in features and leverage integrations:
Klaviyo and Typeform are excellent examples of Martech tools that offer a codeless approach. Klaviyo is an all-in-one marketing automation platform that allows users to create custom email campaigns with automated workflows, and segment their audience without writing a single line of code. Typeform, on the other hand, is a powerful survey and form builder that makes it easy to create custom forms and surveys with drag-and-drop functionality.
Unlike traditional software solutions that require extensive coding and programming knowledge, Martech tools are designed to be user-friendly and accessible to non-technical users like marketers.
The best part is, they offer native integration in between and with other tools and platforms like the e-commerce platform, Shopify. Typeform helps to deliver the quiz “answers” to Klaviyo as “properties” for each participant profile. Together, these two tools offer automation, personalization, and data analysis features that I use to streamline my giveaway management processes without any manual inputs.
3. Here is a step-by-step guide to recreating this automated workflow:
- Create a subscription list and form using Klaviyo and embed it in a landing page (if you don't have a landing page, you can create one via Typeform). This allows you to collect participant information easily.
- Integrate Klaviyo with Typeform to automatically add new subscribers to a Klaviyo list whenever a new user subscribes via the Typeform landing page. This will help keep track of all of your participants.
• Set up an automated email campaign in Klaviyo to welcome new subscribers and provide them with giveaway details as well as the quiz link hosted on Typeform.
• Use Klaviyo's segmentation and personalization features to identify participants who answered the quiz correctly and trigger automated emails to both successful and unsuccessful participants. This helped automate and personalize communication with your participants.
III. Unlocking scalable growth with Martech
In conclusion, leveraging low-cost and codeless Martech tools can be a game-changer for small and medium-sized businesses looking to implement effective growth marketing strategies. With the right tools and integrations, businesses can streamline their processes, save time and resources, and achieve scalable growth.
When choosing a Martech solution, it's important to consider factors such as affordability, your needs, and integrations. Solutions like Klaviyo and Typeform offer a codeless approach, making them accessible to non-technical users, and have native integrations with other popular tools like Shopify. By embracing Martech tools, businesses can overcome the limitations of their size and resources and stay competitive in today's digital age.
