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David is a brand building expert who has advised some of the world’s largest and most beloved brands on how to do marketing better. Past clients include Pepsi Co. Campbell, American Family Insurance, and Avon Makeup. Currently, David is the Marketing and Social Media Strategist at Bizzabo. A tech startup engineered to transform events by providing organizers and attendees with transformative networking tools. David is responsible for designing and executing marketing strategies that raise brand awareness and nurture leads.

Interview:

What is your definition of a Growth Hacker?

A growth hacker is someone who uses innovative methods to improve quickly desired marketing metrics. Whether those metrics are related to visitors and leads, app downloads or engagement and reach on social media. Growth Hackers identify novel ways of achieving ambitious results.

In other words, a Growth Hacker is the heart and soul of any lean and mean startup, they must be open to new solutions, constantly curious. Above all else they must be hungry to take their company to new heights.

What areas of Digital Marketing would you say you an expert in (SEO, Social, Lead Generation ex.)?

As a marketer at Bizzabo, an innovative all-in-one event planning platform for event organizers, we focus on inbound and outbound digital marketing tactics to reach new audiences. Given that this is our goal, we have become experts in SEO, social media, and content creation.

When did you start Growth Hacking and what made you realize when it was necessary?

Bizzabo has been around since 2011, since the beginning, we have focused on Growth Hacking techniques to market ourselves well, just as we advise our readers to do for their events on our blog.

As a startup, we are often understaffed. For us to achieve our ambitious goals, we must rely on techniques that are implemented quickly and that scale as we scale. That means that Growth Hacking is an ideal solution for us, because the techniques evangelized by individuals in the community are ones that are both proven to work and are relatively simple to implement.

What does your typical day look like and how do you make it productive?

At Bizzabo, we are a small and nimble team, as such the marketing team has clearly laid out goals that inform what we work on each day. To help us stay on track, we use Asana and Trello to manage individual and team tasks.

It is because our marketing department is so focused on achieving our goals, we find ourselves reprioritizing tasks to ensure what we are doing is aligned with our vision as a department and as a company.

What data will be the most valuable to Growth Hackers in the future?

It seems likely that the data that will be significant in the future will be similar to the data that is valuable now. Information surrounding user acquisition and engagement have historically been critical indicators for marketing departments. Moving forward, we expect that this information will remain relevant, though we anticipate new tools will make collecting this data increasingly easier.

What is one habit of yours that makes you more productive as a Growth Hacker?

Each morning, I make sure that what I’m doing will have a measurable impact on our marketing goals and our larger goals as a company.

The key to productivity is analysis. First, you must understand what should be measured. Maybe your focus is time on page, or app downloads, or unique visits.

Then you must find the tools that help you measure these metrics. Once you’ve done that, it becomes much easier to determine what you should do to have a measurable impact.

What recent trend, marketing strategy, technique excites you the most right now?

Social selling is a recent trend that I anticipate will become increasingly valuable for organizations looking for engage in Growth Hacking. When using ideal social media monitoring tools, social selling can be done quite easily. The online relationships that often form via this method of selling can benefit both customer and business as a sales person becomes involved in the customer’s online life.

As a Growth Hacker, what is the one thing you do over and over and recommend everyone else do?

Set ambitious goals, and find novel ways to meet them. Rather than revising goals that seem unachievable, force yourself to exhaust every option before changing your goals.

What is one Growth Hacking strategy that has helped you grow your most important metrics? Please explain how.

Our most effective “Growth Hack” is simply providing helpful content to our readers and creating more of this content more often. The Bizzabo Blog is updated about four times each week with carefully researched pieces outlining how event organizers can better create, market and manage their events, conferences and meetups.

Since we’ve ramped up the production of blog posts in the last year, we’ve seen a 277% increase in unique monthly visits year over year.

Now that we have a lot of great content to share with our readers, we’ve gotten more active on social media as well, since posting more frequently our social media engagement has jumped 70%.

In short, posting more content allows us to better inform our readers while also providing us with a reason to post more frequently on social media. As a result, we’ve been able to drive more unique visits and more engagement on our social channels.

What are 2-5 of your favorite marketing software, technology, or tools?

Hubspot and Google Analytics provide us with actionable marketing insights. The marketing team monitors data from both tools on a regular basis to gauge our performance and to monitor the impact of various Growth Hacking strategies.

We find that Hubspot is our most valuable tool, since it is an all-in-one marketing platform, it allows us to see deep insights that would otherwise be very difficult for us to track. We can see the impact a blog post has on the number of leads we collect, or can see how our social media activity drives engagement on our blog.

In part, the effectiveness of Hubspot’s all-in-one marketing solution, inspired us to deliver an all-in-one event planning platform to event organizers. Like Hubspot, Bizzabo can provide users with insights that would otherwise be impossible for them to collect.

What is the one book that you recommend our community should read and why?

The Lean Startup by Eric Ries is an excellent book for any startup founder or Growth Hacker. If readers haven’t already read the book, they should. Since it was published in 2011, the term “lean startup” has been thrown around with little regard for what it actually means according to Ries. Those interested in building a business that moves quickly, should pickup a copy.

For the lean startup fans, I’m also honored that Bizzabo has partnered with the Lean Startup Conference to power their event tech needs, from ticketing to networking and event app. This must-attend event, is happening on November 16-19 this year in San Francisco.

What people, or companies should up and coming growth hackers seek out and learn from (include websites, blogs or Twitter profiles).

Startup Moon is a fantastic blog for Growth Hackers to read. It’s filled with truly novel Growth Hacks, some of which Bizzabo has successfully implemented.

Readers should follow the Growth Hackers Twitter account, and specific Growth Hackers accounts like Growth Hackers SEO. They should also Sean Ellis, the founder of GrowthHackers.com.

How can people connect with you? (Website Twitter, LinkedIn, Facebook, ext.)

Readers interested in our event planning software can just click the link to learn more about Bizzabo. To stay up to date with articles published on the Bizzabo blog, follow our Twitter account: @Bizzaboo. For Bizzabo corporate updates, follow us on LinkedIn. To learn more about our company culture follow us on Facebook and Instagram.

Where are you located? City + state (if in U.S.) or city + country (if not in the U.S.)

Bizzabo has two offices, one in Israel and another in New York City.

Interested in publishing an interview like this one?

One thought on “David Epstein – Marketing and Social Strategist at Bizzabo

  • June 11, 2015 at 2:06 pm
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    What an impressive guy! I’m sure he will go very far in the marketing industry 🙂

    Reply

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