{"id":5695,"date":"2017-07-23T14:16:18","date_gmt":"2017-07-23T14:16:18","guid":{"rendered":"https:\/\/staging-mondaycomblog.kinsta.cloud\/?p=5695"},"modified":"2025-01-09T17:40:03","modified_gmt":"2025-01-09T17:40:03","slug":"mighty-marketing-team-drives-growth","status":"publish","type":"post","link":"https:\/\/monday.com\/blog\/marketing\/mighty-marketing-team-drives-growth\/","title":{"rendered":"How our mighty marketing team drives our growth"},"content":{"rendered":"

The world is full of unsung heroes, and here at monday.com, perhaps the most valiant of them all is our incredible Marketing team. We\u2019ve had crazy growth over the past few years, and while of course, we can thank our amazing product and wonderful customers for this success, we couldn\u2019t have done any of it without our Marketing team.<\/p>\n

When we tell other marketers about how we\u2019ve gotten to where we are, they\u2019re usually quite surprised\u00a0by some aspects of our strategy. We thought it would be cool to introduce you to the team and tell you a bit more about how our mighty Marketing team drives our growth.<\/p>\n

Try monday.com<\/a><\/p>\n

Quick stats:<\/b><\/p>\n

Budget:<\/b>\u00a0$1.7 million a month
\nChannels:\u00a0<\/b>Adwords, Facebook, Instagram, Capterra, Outbrain, Bing<\/p>\n

 <\/p>\n

Adwords Team Leader:\u00a0<\/b>Rotem Shay (far right)
\nKnown for:\u00a0<\/b>His alter-ego and nickname \u201ckarnaf\u201d (rhino)<\/p>\n

Facebook & Instagram Team Leader:\u00a0<\/b>Seffy Kotz (middle)
\nKnown for:\u00a0<\/b>His passionate obsession with music<\/p>\n

SEM Campaign Manager:<\/b>\u00a0Jessica Tacher (second from right)
\nKnown for:\u00a0<\/b>Her Venezuelan accent & brilliant proofreading skills<\/p>\n

SEM Campaign Manager:<\/b>\u00a0Michal Gonen (second from left)
\nKnown for:\u00a0<\/b>Being an avid rock climber<\/p>\n

SEM Campaign Manager<\/b>: Liron Katzav (far left)
\nKnown for:<\/b>\u00a0Her excellent footwear choices<\/p>\n

Rotem:<\/b>\u00a0I started working at monday.com in January 2015, when we only had a few hundred paying companies. We\u2019ve relied on performance marketing from the start. Advertising has changed so much from the days of traditional advertising like you see in\u00a0Mad Men<\/em>; now with digital marketing<\/a>, you can target groups precisely, get fast results, analyze the data<\/a>, and quickly improve. You measure every single penny that goes in and out.<\/p>\n

We started our performance marketing campaigns on Facebook and Instagram, and that\u2019s where we had all of our initial growth. This is unique because most software companies don\u2019t have a lot of success on Facebook or Instagram marketing B2B tools. We started off with a budget of about $30K a month, and when said we\u2019d eventually like to ramp up to around $1 million a month, our account managers were skeptical.<\/p>\n

That\u2019s because they assumed we would be taking a traditional B2B approach<\/a>, trying to target conventional decision-makers like CEOs and senior managers. That\u2019s very hard to do on Facebook and Instagram. But as we explained in the post\u00a04 Ways We\u2019ve Made It This Far Without a Sales Team<\/a>, we did something different and created a direct response advertising funnel. We appealed to people\u2019s emotions and designed our pricing so that the purchase could be a one-person decision. This made our target decision-maker basically anyone who has a computer and works with a team.<\/p>\n

Some might say that we hacked B2B to become B2C, but I say that our marketing approach has always been H2H\u2014human to human. We\u2019re people solving real issues other people face every day with a great product. Facebook is a vast network of people, and it has been an amazing platform for us to reach a huge audience.<\/p>\n

Seffy:\u00a0<\/b>When I started in July 2016, our budget was around $300K and since then, we\u2019ve more than doubled to $750K.\u00a0On Facebook and Instagram, our success has been through hyper-targeting our audiences. But a lot of it, Facebook doesn\u2019t tell us. So we create \u201clookalike\u201d groups on Facebook where we submit a pixel of successful customer acquisitions we\u2019ve made in the past and tell Facebook, \u201cWe want more people like these.\u201d Facebook analyzes these profiles and targets a new group of potential customers with similar profiles. This has been critical to our success.<\/p>\n

But no matter how effective our targeting is, nothing matters if the banner isn\u2019t effective. It\u2019s very hard to create a good banner: you need image and copy that\u2019s engaging and eye-catching, but that also clearly explains what our product is and what people can expect next if they click. Here are some examples of our most effective banners. What they have in common is that they clearly state that we\u2019re software and show the system in some way, but also trigger conversation and even controversy. It\u2019s amazing to see the comments and engagement that these banners get.<\/p>\n

By the beginning of 2017, we knew it was time to expand beyond Facebook, so we started rapidly ramping up Adwords.<\/p>\n

Get started<\/a><\/p>\n

Liron:<\/b>\u00a0My background is in Adwords, and I\u2019ve always been accustomed to the traditional use of the word \u201cintent\u201d\u2014for example, if someone is searching for the term \u201cproject management software,\u201d then it\u2019s reasonable to assume that they have a very high intent to purchase it.<\/p>\n

That\u2019s why I was blown away by monday.com\u2019s intent model. It\u2019s totally different from anything I\u2019ve ever seen before. Through machine learning and data analysis in\u00a0BigBrain, we get a quality score for each signup, no matter where they come from, which predicts with an extremely high degree of accuracy if they\u2019re likely to become a paying customer.<\/p>\n

The score is based on a variety of factors including:<\/p>\n