How to Create Hypergrowth at an Already Successful SaaS Business Through Search — Scott Swanson // iSpot.tv

Show Notes

• 03:48
  Driving hypergrowth in an established SaaS company

  When Scott joined iSpot.tv, it was already established with strong SEO and brand recognition in the industry. This presented a challenge of how to continue driving growth, and Scott became the steward of the machine, working to maintain and improve upon the existing success.
• 05:31
  Identifying SEO opportunities in an established SaaS company

  Growing predictable revenue and reducing CAC is the goal of any SaaS business. So, Scott focused on improving the website experience, differentiating iSpot.tv from competitors, and creating an enterprise sales development machine to handle leads appropriately.
• 07:40
  Differentiating iSpot.tv from YouTube in search results

  iSpot.tv's main traffic source is video pages and users often search for TV ads on YouTube, making it their biggest competitor. To differentiate, iSpot.tv focuses on enhancing the user experience and providing structured information like details about the actors in the videos.
• 09:40
  The importance of conversion rate optimization

  iSpot.tv's previous seven-part registration form was designed to limit access to only intentional users. However, they realized the importance of getting more people to the site to then prioritize those who are most likely to talk to them rather than just filling out a form.
• 10:41
  Improving lead conversion and nurturing through timing and critical event marketing

  Once iSpot.tv receives a lead, they focus on conversion rate optimization and nurturing through scoring and routing. Timing is also important, so they created a function called critical event marketing to follow up when a lead is most likely to want to discuss TV ad measurement.
• 12:24
  The challenges of competing against YouTube in search

  While its becoming increasingly difficult to outrank them in terms of people looking for specific ads, iSpot.tv has the edge in some technical places. Furthermore, iSpot.tv focuses on the business customer experience and provides structured information not available on YouTube.