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Brian Balfour

VP Growth @ HubSpot

"Events and writing for customer acq. professionals by customer acq. professionals"

Dave McClure

Founding Partners @ 500 Startups

"They produce easily some of the most useful events. If you have never been, you MUST attend."

Andrew Chen


"I've known the team behind for more than 10 years. They deliver what others only claim: action-oriented information, access to people who know what they are doing, and an industry-first approach." Events

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December 3, 2014

Issue 16

Mobile Apps

Tumblr Introduces Mobile App Install Ads

It seems like every week for the last few months a major publisher has introduced their answer to Facebook’s app install units. This week it was Tumblr’s turn. They are still testing to learn which is their ideal creative format, but I think it is safe to assume the final creative specs are going to conform closely (if not exactly) to Facebook’s. They are starting with CPI pricing.


Facebook Video Mobile App Ads Are Now Autoplay

If you haven’t experimented with video on Facebook for your app install ads now might be a good time. In this short blog post Facebook announced that mobile app install ads with video will now autoplay. As an added bonus you can also now manage app ads with video creative through the Power Editor.


Verizon, Sprint, and T-Mobile Muse On Monetization

This article is a synopsis of a recent panel discussion of carrier execs regarding monetization opportunities across their networks. Clearly there is a lot of interest on behalf of carriers to take a piece of the ad+app industry that their networks facilitate. It is an interesting read although it seems like anything substantial from these carriers is years away.


Product & Design

Onsite Search – A Little Known Yet Powerful Conversion Booster

This is a short but interesting article reminding readers of the importance of onsite search in moving high intent users down to purchase as quickly as possible.



Brian Balfour’s Growth Series: Part 2

This is second edition of Brian’s 5 part series focused on the principles that guide HubSpot’s growth team. This post deals with defining meaningful metrics and orienting a team around those metrics.


Using Exit Overlays For “Traffic Shaping”

If you are reading this you are probably already familiar with BounceExchange (and many of their competitors) and the resurrection of the exit overlay as a means to drive email capture. This article describes a different use case for overlays in which the overlays serve to “shape” (aka redirect) traffic away from low converting pages to higher converting pages. A lot of the hangup from marketers about overlay solutions is that the email capture ask is too intrusive or aggressive. Perhaps traffic shaping is a more palatable and user friendly alternative if you deem email capture to be too unpleasant for your users.


56% Of Digital Ads Are Never Seen

Google released this major research report on ad viewability which includes the finding that 56% of served ad impressions are not actually seen by users. Near the end of report there are viewability rates by publisher category. The News category’s viewability rate was a dismal 38.8%.


Jobs & Hiring

Analyst, User Acquisition – Warner Bros. Games

Warner Bros. is a top video games publisher across multiple platforms. In mobile games, we have a growing portfolio of hits that includes Injustice: Gods Among Us, Scribblenauts Remix, and LEGO Batman DC Super Heroes, and we continue to expand by adding great people and leveraging the best portfolio of brands and intellectual property in the industry. WB Games seeks an Analyst – User Acquisition for the Mobile Publishing team. The User Acquisition Analyst will help optimize the company’s mobile games by acquiring high quality users to our titles through all channels, including paid performance based channels.


Marketing Manager – BioLite

BioLite is a dynamic, rapidly growing, and profitable social enterprise that develops, manufactures, and markets consumer energy products for off-grid communities around the world. Reporting to the Director of Marketing, this role will holistically manage three core areas: content & community organization, events managements, and marketing administrative support.


Lead Online Marketing – CareGuardian

CareGuardian is re-imagining senior home care, and in a few short months since inception, are working with hundreds of families in NY, NJ, and PA. Home Care is a $90B market, growing quickly, and entirely broken. As head of online marketing, you’ll be responsible for using creative marketing methods to drive traffic to our sales team. Inbound traffic is responsible for 100% of our leads, and is vital to our success. This includes paid search, affiliate marketing, SEO + content, Social, radio and more. You’ll be using a highly quantitative and analytical approach to optimize channels and overall marketing spend.


Head Of Online Acquisition – Bidvine

Bidvine is your personal assistant for finding local services providers. We’re the fast, free way to get competing bids for local services from interested, available professionals. Bidvine is looking for a superstar to launch and run our Online Customer Acquisition function and drive revenue improvements through strategic planning, customer acquisition, channel expansion, and conversion optimisation. Our ideal candidate has a data-driven mindset and has implemented and optimised large scale campaigns and budgets across multiple channels and audience segments.


Account Director – PocketMath

PocketMath is the world’s largest, self-serve, mobile advertising platform for buying programmatic inventory. We make it easy to buy smartphone + tablet ad impressions, within apps, games, and mobile websites, all in real-time. We’re looking for someone with 4-6 years of Sales and/or Account Management experience in Digital Media, SaaS or Technology Startups.  The Account Director will be tasked with driving the adoption of PocketMath’s Self-Serve Mobile Real-Time Bidding platform to existing clients and upselling additional opportunities. You will be one of the first hires in the USA, responsible for developing the country’s sales pipeline.


Issue 15

December 3, 2014