![]() So I did not, think or plan to join the company or the team full-time. The way I ended up at Grammarly, actually, is that they were one of my consulting clients. A little bit too rigid and not a ton of room for creative problem solving which is, sort of, what I love probably the most about tech and about start-ups in particular. I had sort of a year and a half to two year stint out of school in finance, then I realized that that wasn’t for me.Īnder: As a number of people sometimes do. Prior to that, I actually started out in finance. I started my own consultancy, spent some time consulting in parallel. I spent some time at a company called Drivers Ed – we did online driver’s education courses primarily for teenagers. And then as of probably about 2010, I’ve been working in-house. Yuriy: Yeah, that’s probably the best foundation that you can get. I started out on the agency side where I kind of got a crash course in PPC affiliate, and a lot of different performance marketing channels. So I’ve been doing start-ups, tech, marketing, and growth for probably the last eight years. ![]() Before we dive into your expertise, the secret sauce that you have and other things of that nature, let’s hear a little bit about you – maybe the thirty-second professional journey that led you to here at Grammarly. Yuriy, thanks so much for joining us on the show. Note: This transcript has been lightly edited for clarity.Īnder: It’s always a pleasure to meet the marketers behind a product I use everyday, and that’s what I’m doing right now here at the Grammarly office in San Francisco with Yuriy Timen. Quality writing is practically guaranteed to drive better results. Many marketers underestimate the importance of clear and descriptive written communication. It’s about stating things in the most concise, relatable way. I’ve been conditioned, having worked at Grammarly for almost five years, to really pay attention to how effectively something is communicated in written form. Whether it’s ad copy, value propositions on a post-click landing page, email drip campaigns, an ebook, a blog post, the quality of your writing extends far beyond a poorly placed semi-colon and misspellings. And we realized that people – even bottom-of-the-funnel users – actually were pretty receptive to aspirational messaging and in many cases it had beaten out more feature-focused copy.Īs even though conventional thinking might indicate that aspirational messaging is primarily suited towards users in in the discovery stage, Grammarly also found value in including inspirational value during consideration. ![]() If you have a high tempo experiment framework set up, is you can test things pretty quickly. One part of this creating an efficient testing environment to determine when it is better to focus on inspirational or informational content. Using a sequential advertising to create a narrative throughout your customer journey is another way to incorporate advertising personalization throughout your marketing funnel. Even our video strategy uses sequential advertising tactics where the top-of-the-funnel videos are gonna be more aspirational.Īdvertising copy focused on user testimonials that drives an impressive click-through-rate for your top of funnel ads might not have the same impact for users in the consideration phase. So you’ll notice that a lot of our awareness is generating collateral, like some of those YouTube videos. Whether you’re focusing more on features, or whether you’re focusing more on the aspirational value that the product brings to people’s lives, it depends on where people are in their consideration phase. Here are some of themes discussed in this episode: Sequential AdvertisingĪrticulating the right value proposition to your personas at the right time in the customer journey is a powerful component of marketing personalization. He is also an advisor and investor for a number of startups. In addition to running the marketing efforts at Grammarly, Yuriy is a contributor at Marketing Land, speaker at Affiliate Management Days, and mentor at GrowthX Academy. Prior to Grammarly, he ran marketing for, founded an online dating portal, and started his own full-service digital marketing consultancy. They also offer an in-browser text editor and desktop app. Yuriy Timen, Head of Growth and Marketing at Grammarly, has taken a writing improvement tool and bootstrapped consumer SaaS company to eight million active users over the past five years, making it among most popular and fastest growing Google Chrome extensions. ![]()
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