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Neil Roy

👋 I’m Neil, Founding team & VP Marketing @Moda. Ask me Anything! 😻❤️‍🔥 🚀

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Hey Product Hunters, Neil this side & I’m currently leading the growth story at Moda - a PLG 1st in our category - we help eCommerce brands grow with Data & AI Superpowers! 💫 In love with product hunt, and super excited for this AMA, a bit about me 👇 A designer turned marketer with a decade’s worth of experience, I moved into marketing when HubSpot coined the term INBOUND in 2013… Since then I’ve travelled the lands - from agencies to brands, from one business model to another! Running Ads for eCommerce for brands like eBay at $2.5Mn/mo Built a 10X higher priced Digital Marketing course, 150Hrs long & sold it to 1000+ Students in 6mo Scaled organic traffic to 100K/mo, revamped around 10 websites (from IA, to design, to copy) Worked with 4 early staged Series A & B funded companies - from selling Dashboards to developers, to Franchise tools in the US….to now Moda! Ask me anything about marketing across the funnel, 0 to 1 growth journeys, Product Market Fit, PLG (the new buzz word), In-Product growth, Microsites to Lead generation gateway drugs! 🪄

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Amogh Balikai
How different is running ads at $2.5Mn/mo as compared to $25k/mo? How is the approach different? And do the goals differ?
Sudipta Karmakar
What is the best campaign that you have run till now? Like what were the metrics that made it good?
Neil Roy
@sudiptak25 - Tough to call out the best, I've seen larger campaigns, example: we got 100 students in a 5week period signing up for an online $1000 course in a price sensitive market.. but in terms of moving the needle - I did a cold outreach campaign over a 7 week period (this is few yrs before tools like Lemlist). This was a one man show - from scraping the email-ids to sending them on YAMM (when tools like lemlist weren't there). Results -> I got 65 product demos & 14 converts to customers in the 1st weeks. (New product, no creds, no case-studies) In terms of metrics, email open rates were as important as email replies - but the metrics across the funnel helped me steer the campaign to a success!
Paul Korver
PMF question: ItList is my first tech product so would love your take reading tea leaves... We launched 5 weeks ago in closed beta but seeing 157% week-over-week avg growth in signups because of passionate shares on social like this one:
. We don't know this woman but she's basically evangelizing her audience straight from our pitch deck (I have many other examples of this type of organic posts ). Early sign of PMF?
Neil Roy
@paulkorver Absolutely, this is a great indication for PMF fit. If these are genuine users doing this, it's super cool. However, I'd PMF fit has multiple facets. There may be a lot of users evangelising the product, but is this a power user product only - or can the masses adopt into it - tracking that velocity can truly help you figure PMF - all these go back to in-app metrics - for which sets of users, what's working, and who all are paying vs dropping off. I think pricing, and subscription renewals are some key areas to also focus on.
Paul Korver
@neilroy91 Amazing! Thanks for the feedback and pointing out further indicators we should be monitoring. We're inspired to keep pushing, learning and growing.
Shailendra Singh
Have you ever tried running growth / demand for open source dev tools?
Neil Roy
@shailendra_singh_ht Yeah, I tried it for an open source Data Visualization (Charts & Dashboard components). Some key learnings - Developer marketing is probably the most difficult thing - because the persona is so objective, and no bullshit. At that time, we didn't try Discord & other communities - but our SEO/organic game with 100K traffic/mo was the source of signups, roughly 1200-1400 which was a great conversion rate. The only silver bullet combo at the moment is a strong Dev Community, backed by a built in public movement, followed by some Github collaboration hacks (with periodic uplifts to community via online/offline events). It's super tough, continuous work. But Ads, or micro-sites, or social game play won't work (unless it's reddit).
Ayesha Kazi
Now that you mention microsites.... 1. What's your PH launch strategy for microsites and free microproducts? 2. How do you bring traffic from your microsite to your core website? 3. How do you keep the audience engaged? Is there a sense of disconnectedness? (I've often found people coming on the free product to have very little interest in the actual product suite)