Derric Haynie is the host of “The Future of Ecommerce” podcast and Chief Ecommerce Technologist at Ecommercetech.io — Where Ecommerce stores go to research, discover, and buy the right tools to grow their store.
Half of his day is spent reviewing tech tools, and the other half is talking with merchants to help them discover which solutions are right for them. When he’s not doing that, you can find him speaking, networking, or grabbing a drink at any of your favorite Ecommerce events.
Check out this three-question growth marketing interview with Derric!
What does an ordinary workday look like for you?
As more of a growth manager/leader, my day consists mainly of the high-level meetings, both internally with my team and externally with partners and end-users of our platform. A majority of my work is managing the relationships that will ultimately lead to growth. And I also take care of all the odds and ends tasks like managing the tool stack, hiring, and financials.
What are some of your favorite marketing tools or resources?
Certainly, you need a good project management system, and in order for that to be very effective and automated, you will want to sync that system with all your other processes and tools through Zapier.
Metrics are key to any growth role, so be sure to pipe in important events into your Slack. We have a few notable channels such as “website” which updates any time a new lead or key conversion point occurs, with that users information so we can look and see who it is. We have a “money” channel for tracking how revenue is flowing into the company. And we have an Asana channel, which tracks tasks as they are being completed.
One more bonus tool has got to be either BuiltWith, if you’re not selling to Ecommerce merchants or Store Leads, if you are in my space, the Ecommerce space. Either tool specializes at understanding tech changes to any and all sites on the web, which helps you track your target accounts and trigger automations and outreach based on what changes they make. For example, they add a Messenger marketing tool to their site, you may want to reach out with an SMS tool (or maybe a competing Messenger tool, whatever).
What is the best piece of marketing advice you’ve ever received?
Honestly, one of the most powerful practices I learned through a course with DigitalMarketer, is the Before and After Grid that studies your ideal customer persona and really gets you thinking about how that customer’s life will be changed after they use your product. It helps takes you out of the “xyz” features you are trying to push and helps you think more about the why and the real impact of a product or solution.
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