How to Leverage Customer Feedback for More Innovative Marketing with Derrick Hicks of ConvertKit

You could say that data has informed most of Derrick’s professional decisions — starting with his first job as an SEO specialist.  Derrick moved his way up the marketing ranks before eventually joining ConvertKit, an email marketing platform that makes email easier and more robust for professional creators.  As ConvertKit’s Marketing Director, he helps online creators grow their businesses to earn a living online. During Derrick’s first year at ConvertKit, the leadership team noticed a dismal lack of growth. Taking a look at the data, they decided to drastically change their core product.   “We decided to innovate by leading with a core product change to achieve a better product market fit,” says Derrick. This didn’t come without challenges. He notes, “Our current customer base wasn't super excited about it. Part of that was because of our market positioning.”   In this episode, Derrick discusses how ConvertKit revamped both its product and business model, and how this shift affected its marketing strategy. Besides product changes, he’s seen the brand’s marketing evolve considerably in just two and a half years.  For instance, when Derrick first joined, ConvertKit relied heavily on affiliate marketing. It has since expanded its marketing avenues to include organic search, podcasting and video storytelling. Now, Derrick’s team is focused on product marketing; to complement ConvertKit’s strong brand advertising, they hope to better convey how its product brings value to users.This episode is produced by New North.  New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis. With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.