Digital Marketing Tips, Prototype Tools, a Content Generator & More | Growth Insights #15

Hey everybody and welcome to
Growth Insights #15! As always you can find all the resources and the tools
of this episode in this link right here: We're gonna be doing tools then a bit of
reading then a bit of tools then a bit of reading and then a bit of tools.
So let's get started! One of the coolest tools from the last months thanks to
Mirella for sharing Logo Lab When prototyping new identities for side
projects or campaigns, It's a cool little tool where you can drop your logo
and it gives you some context, test balances colours, scalability, black-and-white, and
test your logo next to other logos. Test out your old and new visual identities
and have fun Still on the subject of design, when building landing pages for experiments or campaigns, sales materials, or any visual assets, if you're like me
you like to use tools like Pexels or Unsplash to grab stock photography. Here's another old but gold one that we
haven't mentioned yet. Don't forget about Pixabay Which has a nice long range to choose from.
They do look a bit more stocky than Unsplash but searches always come up
with relevant results.

Still on the subject of stock and visual here's a
really nice share from Adriana called Undraw which offers tons of free
illustrations and visuals by theme or category. Here I search for payment,
communication, blockchain, motherhood and even fishing. And I can also change
colours to match my colour scheme. Now still on the subject of front-end design
and front-end code, thanks to Davide for sharing
which is like Behance but for front-end developers and designers.
They provide the HTML, CSS and JavaScript for really nifty front-end animations and
designs. On code pen you'll find anything from slick sign up buttons, to stacks of
images, cool backgrounds that move with the mouse, random topical animations
like this funny Banksy theme or even this couch-potato animation.
Check it out and thank me later.

Still on the subject of front-end and design
thanks to Jean for sharing Freebiesbug which has tons of free front-end resources in PSD file,
Illustrator, Sketch, and code snippets Everything you need to shortcut your design process. Once you've built your page most developers use a text called Lorem Ipsum to fill in the written content that isn't ready yet. It's
basically a widely used text placeholder. Here's a cool website that decides not
to use the traditional Lorem Ipsum but actually replaces it with sort of
hipster text. It's funny and It's useful if you're bored of Lorem Ipsum. In the same vein here's a very nice share from
Ferdinand which does the exact opposite This tool turns the text of existing live
websites into Lorem Ipsum text. It can be a great way to test how intuitive a page is without having to look at the text. It's also a great way to hide text you don't want to show Okay now let's look a little bit into what our
team has been reading Here's a nice share from
Ben about which skills CMOs should invest in to be on top of their game.
This is very similar to the T-Shaped Marketeer video that we published and
it's not so much about the article here but it's actually one specific analogy
which we really liked.

The author finds it remarkable that if you're in a
football team you totally accept that you have to continuously build skills, that
you have a coach, that you have to continuously train. However, in the
business world for some reason, we forget about training and we spend all our time
executing and answering emails and doing meetings. Now this falls perfectly
in line with something Jean picked up in a recent conference: the fact that CEOs
don't really trust their CMOs. They prefer to trust their CFOs or their CTOs
because those people rely on data whereas CMOs tend to not rely on data

And that's where we as growth marketeers have an important role to play. On another note, a few episodes ago I shared this mesmerizing youtube series about a guy called Edward Bernays who was the founding father of PR. Well here's a modern use case of propaganda shared by the New York Times.
It's a story about how Russia's internet research agency used a small team of
about 60 people with a budget of only $100,000 to generate 80,000 posts on
American social media and reach 126 million of the 137 million potential
voters of the 2016 presidential election. Now when you think about it that
$100,000 is so small when you compare it to the huge marketing campaigns that the
candidates had.

Read the article it's absolutely captivating this team also
used Instagram accounts, vine accounts and created short videos. It's a modern-day
example of what we call public opinion hacking. And since you're in the mood for
reading nice long geopolitical articles here's a must read about actual hacking.
This is a beautiful piece by Bloomberg about how China integrated a tiny
microchip into the motherboard of servers that ended up in key government
agencies within the United States.

This is what we call a hardware hack. It's
kind of rare and this is just another mesmerizing modern-day story And finally a recommendation by Thomas: you should definitely check out The Cleaners, It's a
documentary about tens of thousands of so-called cleaners who work behind the
scenes who ensure that only approved content is accessible to users on social networks. And since a couple weeks ago
you can watch it for free over here and here's a link to the trailer. Okay, and in more marketing-related news we talked about Pinterest Lens a couple weeks ago.
Snapchat has now integrated visual search, which basically lets you take a
picture of an object and then buy that object on Amazon or the object that most
resembles that object on Amazon.

We've talked in the past about these
frictionless buying experiences which reduce the need for user interfaces and
completely shift the customer journey finally a little gem of knowledge which
I stumbled upon since I listen to like one or two hours of podcasts per day.
It's called and it summarizes a bunch of different
interesting podcasts on business, education, gut health, startups, you name
it. So what I do now is I actually go through the notes and then I decide on
some new episodes that I want to listen to.

Check it out I hope you'll like it.
Okay now let's jump back into some cool tools. Thanks to Jean for sharing this
little gem. We've shared social blade in the past to find most important influencers
on YouTube, and this is just as interesting. It's a sponsored post
calculator. So you input the name of an influencer and it gives you an
indication of how much a post on that person's Instagram would cost. Speaking of Instagram, this one's also pretty sweet Now allows
you to download high-resolution versions of any image on Instagram. It's great for
when a small screenshot just isn't enough, however, it only works with open
accounts, so private accounts it will not work Speaking of influencers here's a
nice little visualization that I found to find out who's trending online.

This wiki
billboard is an interactive chart which visualizes how often famous people are
in the media spotlight according to Wikipedia searches in real time. So if
you want to know who's trending right now to piggyback off of that trend it
can be an interesting tool for you. Okay, now let's talk project management.
Here's a very nice tool from Ferdinand to get your brain on paper, sort of.
Now if you're working on a new project,a new campaign, a new experiment, it can be
quite limiting cognitively to use Word or a spreadsheet to brainstorm your ideas.
Realtime Board is a powerful mind mapping software that allows you to avoid
paper and let your mind go wild.

Check it out, it's super intuitive
and it's free to test. Speaking about mind-maps and flows, Giulia shared Funnelytics a couple of weeks ago, Here's another similar powerful tool recommended by Giulia. It's used for user flow journey mapping and funnel mapping. When it comes
to experiment design very often the devil's in the details.
Funnel Flows will allow you to find the devil, and also to
communicate your experiment design better to other stakeholders.
This was very useful for a recent experiment that we designed at the top of the funnel for
lead generation, and lead generation usually revolves around some sort of
content creation, right? And sometimes, like me, you might be out of creative
juice – what type of content should I create? Well here's a creativity shortcut tool
shared by Adriana and developed by Outgrow. It's an interactive content
title generator that can help you come up with ideas on interactive content to
create. So here, for example, I wanted some interactive content ideas around
blockchain, or here's something around growth teams and it's really giving me
lots of ideas to work from. It's also a great example of how Outgrow
is currently generating leads.

Okay great, so you've got this amazing content that
you've published now when you want to promote that content, here's a really
nice tool. so at Growth Tribe we use Rebrandly to create our short links and
to integrate retargeting pixels inside that link. Here's a new player in this
space called Retarget Links. What's different about their approach is that
they allow you to create a short link and upload your banners so you're
creating the short link and the retargeting campaign at the same time
Ooh and here's another one of our favorite ones from the past weeks.
It's called and it's basically a competitive analysis tool
for email. On the free version you can get all of the emails from the past 14
days from your competitors or companies that you want to track, rather than
having to sign up to all of their email newsletters. Only problem is it only
seems to work well for larger companies and not for the smaller competitors
that you might have Speaking of competitive analysis here's a really nice share from Thomas.

This is a tool that does heatmap competitive analysis. So basically you
can put the website of a competitor, a company you're interested in into this
tool and it will give you an estimation of what their heatmaps and their
click Maps look like. It doesn't work every time but when it works
we've had some really nice insights from it. Now we all know that one of the most powerful
persuasion tactics, one of the most powerful cognitive biases is fear of
missing out or scarcity. Here's a beautiful example of fear of missing out
shared by Giulia from the brand Supreme. When a supreme product sells well they
never make it again which creates huge FOMO. It also creates insane resale prices
that get as high as 1,200% or more. Supreme now publishes new products once per week and they sell out in 30 to 60 seconds.

Maybe that'll make you think about your sales strategy and your product release strategy Also in the required reading from the
past couple weeks: Network Effects is a paradigm shifting concept arguably developed by Brian Arthur in this 1996
Harvard Business Review article. It's the idea that as a network grows, it
translates into a law of increasing returns, versus diminishing returns. It's
a major concept that has driven companies like Facebook, LinkedIn, Airbnb,
to be some of the world's most valuable companies.

And here's the ultimate bible
on network effects created by James Currier. Another bit of reading linked to
network effects, here's an extensive guide on churn shared by Job and created
by Price Intelligently. I especially like their mental model around early-stage,
midterm and late stage churn. Those are really big pieces of content
to read in shorter pieces of content: It seems that LinkedIn is started to
restrict their boolean searches. This is what happens when AI is asked to create
the most entertaining bicycle race possible. I guess that says a lot about
the human character. Also in the subjects of AI and the economy, these seem to be the jobs that will be the most highly impacted by increased automation: So we
see at the top jobs that will grow the most our software engineers, marketing
specialists, HR specialists, marketing managers or recruiters.

And at the bottom
the ones that will be the most impacted are editors, journalists, customer service
reps, salespeople and assistants and here's one of my favourite machine
learning resources from the past weeks: So we've talked about natural language
processing in the past for topic modelling or sentiment analysis. For these
models you usually don't need to build your model from scratch. Somebody's
already actually pre trained these datasets for you. Here's a great free
resource by Gengo with 15 free sentiment analysis data sets. In here
you'll find directories for sentiment analysis, product reviews, movie reviews
and a bunch of other categories. Okay now let's go back to tools a bit. This is
kind of a random flow of a bunch of different tools we've been playing
around with for the past couple of weeks maybe they're not super relevant and
some of them are kind of gimmicky but they're fun anyway so let's have a look.
Here's an example of a pre-trained machine learning list. We know gender is a
controversial subject at the moment but this tool allows you to guess the gender
of a person based on their first name.

We needed this last week when we had names
but no gender for one of our leads lists. It won't work all the time but it's
great to help you gain time. Here's another one: we've talked about in the past where you can sell and buy websites and businesses to
kickstart your growth or shortcut your SEO. Here's another option it's called
Exchange Marketplace and it's a great place to buy a strong domain name or an
existing website or a side project. Here's a fun one shared by Ferdinand.
I think the concept is quite interesting is a website that allows you to build websites based on Google Docs.
It's a cool concept but it might hurt you if you actually want to rank in search.
Here's another nifty one recommended by Stefan. It's called
So what you do is you input a blurry picture and it tries to make it sharper for you. Another random one that Jean's been playing around with.

It's a tool from and it's a little Wiki integration for Slack.
So basically you can integrate Wikipedia snippets into your Slack you can ask it
questions and ask it to pull up specific Wikipedia pages so you don't need to
leave Slack. Kind of gimmicky but also fun. Okay and finally in some tools that
we use and that have new features: Rapid Miner has a new tool to run in-browser
prediction models. It looks like Rapid Miner has improved quite a lot since
last year, and we're going to be playing around really hard with this tool for
the next couple of weeks. And then finally Phantom Buster has some new
integrations again. They allow you to get your competitors best Facebook post,
extract all the people who liked or commented, auto-like all your prospects
last posts to send them notifications and do the same with an event where your
prospects tend to go. Always risky to play around with these tools but Phantom Buster keeps delivering on small sneaky tactics than you can use.

Okay, thanks a lot for staying this long! Don't forget to download the resource list at this URL: We'll be cooking up a great new episode for you guys within a month. Please leave tools and things we should be reading in the comments,
and we'll see you guys really really soon!.

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