Do you really understand growth hacking?

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Kiley Doll, Goodman Lantern

Do you really understand growth hacking? Could you explain it to a total newbie? Some people avoid growth hacking because they’ve been misinformed.

There’s a whole lot of nonsense going about that distorts what Growth Hacking is. Here are five of the most common ones:

 - Growth Hacking = Marketing
Growth Hacking and Marketing both focus on growing businesses. Marketers use marketing tactics and strategy to promote products and brands. Growth Hackers involve themselves in every facet of their business. They focus on the relationships between products and clients. Growth Hackers are on a mission to improve and perfect every part of the business. They want clients to love every part of their experience with their brand.

 - Growth Hacking Is All About Coding
It isn’t. It definitely helps to have an understanding of coding, but Growth Hacking does much deeper. Repeated experimentation, changing tactics, and constant refinement is what it’s all about. If it doesn’t work, do something else. 

 - Bigger Businesses Can’t Growth Hack
Every business has to constantly grow and evolve. When companies stagnate, they disappear as their competitors leap at the opportunity to disrupt their status. Obviously then, every company will benefit from Growth Hacking. It’s all about making clients and their friends love your business. 

 - Growth Hacking Always Works
There are a lot of people out there promising seemingly magical results by using Growth Hacking techniques. Growth Hacking is not magic, and requires a lot of work and strategizing. Growth Hackers work hard to figure out what works, and even harder to keep trying new approaches. 

 - One Growth Hacker Is Enough
Some companies hire a handful of Growth Hacking experts and expect amazing results. That’s not how it works. A company culture of constant experimentation and change, steered by experienced leaders is key. You need to create a company culture of growth hacking and refinement.

Video Fruit's Awesome Sales Funnel

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Kiley Doll, Goodman Lantern

Video Fruit have nailed their sales funnel. It's a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.


Video Fruit used 4 Steps to make their project a success:

Phase 1: Find a Topic

Video Fruit used four steps to figure out what their course should be about:

1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?

2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.

3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.

4: When you know what people want the most, you can begin to craft an awesome product hypothesis.

Phase 2: Collect Payment First

Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.

It's easier than you think:

Step 1: Select a small group of your email subscribers based on the most interest in your topic.

Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.

Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.

Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber's feedback.

Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.

Phase 3: Create the Course

When you've reached your target 10% pre-registrations, you can start building your course:

Step 1: Choosing between the two types of courses:

-  Reference Courses - Students can move through the course, using only the info they need. This is the most popular model.

- Specific Path Courses - The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.

Step 2: Choosing a Name

Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:

- What type of course have you chosen? Specific Path courses need to have a very specific name.

- What courses have you bought or almost bought? What were the names of the courses?

- There are four questions you have to ask yourself about each name:

- Do you like the name?

- Is it brief and to the point?

- Can you adapt the name to fit your course?

- Will people immediately know what it's about?

Step 3: Naming Your Course

Now you can name your course, using all the insights gained through this process.

Step 4: Create a Storyboard.

Now is the time to develop your content. You must decide on which strategies to teach. You'll also need the course structure, and how many modules you'll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:

- What will the course achieve?

- Which milestones will each student go though?

- What is the best way for your students to reach these milestones?

Step 5: Create the Content.

It's now time to start creating the content for the course.

- Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.

- Your Action Items become your Lessons. This is the best way to ensure you're covering everything you set out to. Be sure to keep your lessons to a manageable size.

Step 6: Set Up Systems

Once you have completed the first four steps, it's time to set the course up. You want it to look great and work well.

Step 7: PAS Boosts Sales.

Don't jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:

- Problem: You have to explain the problem you wish to solve.

- Agitate: Expand on the problem and show how deep the issue goes.

- Solve: Offer a solution to the problem you've identified.

Step 8: Keep Hyping

You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they're available.


SAAS Metrics - Easy When You Know How

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Raj Anand, Goodman Lantern

Highs and lows in business are normal aspects of everyday operations. Do you waste time by investigating every fluctuation in your metrics? If you focus, you can have far better benchmarking.


So Much Data, So Few Insights?

Natural fluctuations in your key SaaS metrics will happen. It’s vital to know what “normal” looks like for your business. Most startups struggle with this.

Knowing what figures to expect from your SAAS Metrics on a normal day can be a challenge.  Analyse how you arrived at the numbers you’re benchmarking against.

Be honest - have you done the math or are you visually judging your figures?

Guesswork is no way to run a business. Especially when there’s a super-simple way to benchmark your results.

Easy Benchmarks

Take 20 minutes out of your day to do some easy calculations. It’s good to know your averages, but that’s not enough. The “normal” range of figures for your company will fall on your average line, as well as above and below it. Next, you can begin by analyzing the numbers that fall outside of your “normal” range.

Doing the (Easy) Math

You'll need some calculations. You need to understand your Median, and your Standard Deviation.

- Median: This is the number in the middle of your data set. To find it, arrange your data from the largest to the smallest number. If you have an even number of entries, find the average between the two middle numbers.

- Standard Deviation: This measures the range of your data. It helps to figure out if your data is pretty consistent, or generally differs a lot. If your data is widespread, you need to have a wider “normal” zone.

A note on Averages: These don’t work for making business decisions. Outlying data can reduce accuracy, resulting in misleading results.

Automating Sales Prospecting Emails

Raj Anand

Raj Anand, Goodman Lantern

Does writing sales emails take a lot of time out of your day? Each prospecting email can take around ten minutes to write. Wouldn’t it be better to make the process a lot faster?

Analyze Your Mails

Carefully reading through your sales prospecting emails is the best place to start. Find the personalized aspects of your email, and try to automate them!

- Avoid being too personalized - it’s a waste of time.

- Find the personalized sections and analyse them.

- Search for data that could replace the section entirely.

Using the Data

It’s important to ask the right questions to make sure you’re making the best decisions:

- Question 1: Can the personalised section be replaced?

- Question 2: If not, can company or personal data be used instead?

- Question 3: Ifdata not, can a range of data points be combined?

- Question 4: Is it possible to find the data quickly?

Once you have worked through the process it’s time to edit your emails and add in the personalized aspects of your mail. You’ll save time, send more emails, and get more responses as a result!

Google Analytics Tips - How to Stop Screwing Up

Kiley Doll

Kiley Doll, Goodman Lantern

Google Analytics is far more complex than it first appears. You will likely discover lots of limitations of the system. The good news is that you can avoid the biggest mistakes by following these beginner tips.


1. Business Questions

Google Analytics is best used to answer complex and important business questions. The best analysts aren't experts at using the tool. They are the ones capable of using it to answer business questions and find valuable answers.

2. Go for Goals

Google Analytics isn't helpful without setting goals. The tool offers the option to create these for yourself. By doing this, you'll be able to track your numbers better. Once logged into the tool, click Admin, choose your view, and click Goals. Select +New Goal or import one.

3. Strategic Event Tracking

Google Analytics Events improve understanding of traffic and goal analysis. You'll be able to understand what visitors to your site are doing. You need to know what the important interactions are, and how they relate to your business goals. What do you want people to do on your website? What can you improve?

4. Redefine Bounce Rates

It is not always accurate to assume that high bounce rates are negative and low bounce rates are ideal. Bounce Rates are single interactions with your site. Not someone landing on your page and leaving. You can set up interaction, and non-interaction events - each has it's own benefits.

5. Using Funnels

Goals and funnels go hand in hand. You can organised funnels to follow the steps your users take. You can discover the spots where people "fall off" the path. Using these insights helps you to fix the faults in your conversion funnel.

6. Horizontal Funnels

These form part of Google Analytics Enhanced E commerce set, and allow you to learn even more. With access to these funnels, you can customize your outputs. Classic funnels have limited abilities. Horizontal type funnels offer far greater insights. You can even filter then to deliver the desired results. The Enhanced E commerce offering has useful features that will improve your analytics.

7. Boost Testing Tools with Google Analytics

A/B Testing is vital, yet testing tools don't always give the full story. Your tools may not be untrustworthy, but may not offer every possible insight. Integrating tests with Google Analytics lets you see what users are doing in more detail.

8. Custom Segmentation

You need a deeper look into your Google Analytics. Averages are unreliable and never show the full picture. You need to dig deeper to find the answers to the more complex business questions. Creating custom segments is helpful for gaining a deeper understanding of your data.

9. RegEx Rocks

RegEx is shorthand for Regular Expression. It's a way of expressing search strings and patterns with symbols and characters. It helps you create filters, create unified goals for different pages, and hone your funnel steps.

10. Custom Reports

Using custom reports is a great way to boost your use of Google Analytics. They allow you to build reports & dashboards into the interface. Custom reports are easy to make, and boost the usability of the tool.

11. Automatic Reports

Automating tasks that repeat often is the most productive way to run your analytics. You'll need to use a different tool, such as Google Sheets or Data Studio. Combining Google Analytics API with Sheets offers better mathematical capabilities. Data Studio offers ease of use.

12. Improve Your Site Speed

You'll convert more an optimized site. Make sure it works across all platforms including phones, tablets, and browsers. Users will leave your site if they don't have a smooth experience.

Running Browser & OS reports shows your conversions, bounces, and more for every browser. Page Timing reports show you the speed of your site, allowing you to find slow areas.

13. Use Views

Companies often set up their Google Analytics views in different ways. Use these three views right off the bat:

Raw Data View: This should remain untouched as a benchmark for your other views.

Sandbox View: Test out settings before converting them into  permanent Master View.

Master View: The completed and finalized versions of your Sandbox View.

14. Accurate Implementation

Companies need reliable data that can be completely trusted. To ensure you can trust the results you're getting, it's best to do an audit of the tool. Being critical and asking key questions will result in accurate readings.

15. Sub- and Cross-Domain Tracking

You need to stay on top of your cross-domain and subdomain tracking. It will help you get the an accurate idea of how customers use your site. Tracking in this way is an important step in ensuring your analytics are accurate. If the customer journey becomes segmented, your insights suffer.

16. Audit your Campaign Tracking.

Campaign tracking is vital for marketers. You need to know where your results are coming from.

Google Analytics uses five different UTM tags to do this. Medium, Source, Campaign, Content, and Term. The Medium & Source tags are default. The Campaign tag tracks marketing campaigns. The Content tag distinguishes between the various campaign versions. The Term tag shows the paid search keywords that resulted in clicks.

17. Custom Dimensions.

Dimensions describe your data, and there are many built into the tool. Using Google Analytics at a higher level requires custom dimensions. This is vital for measurement strategies. Custom dimensions help to combine data from Google Analytics with external data. It's necessary to use phone call data, firmographic data, and other specific info.

18. Calculated Metrics

This is a great way to improve your experience of using Google Analytics. It allows customization of analysis and measurement functions. Calculated metrics can be set up if the data is valid and accessible.

19. Filters are Your Friends

Focused data wins over broad data every time. The more you analyse the numbers, the fewer distractions you will encounter. Filters are useful for removing the noise that can get in the way of the data you need to analyse.

20. Use Custom Alerts

Alerts can be set up to track almost any variable. The most common uses are detecting dips in traffic, revenue, and conversions. It's useful to detect broken pages, and even more complex variables.

21: Avoid Sampling Limits

Google Analytics uses a random selection of your data instead of the full set. The accuracy of these samples appear in the right-hand corner of the report screen. Taking your risk profile into account, sampling may not be an issue for you. If it's causing challenges, there are some workarounds you can use:

Online Metrics suggests these 8 solutions:

- Adjust Your Data Range

- Use Standard Reports

- Create New Views with Filters

- Reduce the Amount of Traffic per Property

- Sample Your Data by Modifying Tracking Code

- Use Google Analytics API

- Use Google Analytics Premium or Adobe Analytics

- Use BigQuery

22. Analyze Data in R

Learning a language like R is super helpful. You'll move past data sampling and learn to produce awesome visualizations. You can also create automated reports, run complex models, and interactive Shiny Applications.

23. Content Ideas with Site Search

If you have a search function on your website, you can use it to find out what your readers want to read about. Using this info, you can create content that meets the demands of your site users.

24. Integrating Pre- and Post-Purchase Data

Combining your pre-purchase and post-purchase data is vital. You'll gain a full understanding of your client's interactions. Run your CRM data through the tool and export all the data to an external database. Then, you can get the whole picture of what your clients are doing.

25: Attribution Models

Attribution helps to answer the question of how well a company's resources are being used. Models reduce the complexity of this task. Time-to-purchase and touch-points to conversion help you figure out if you need attribution. The tool offers attribution models to assist in the process. Each also offers different insights.


Scoring 10,000 Hyper-Targeted Visitors in 3 Weeks

It's tricky to develop the best possible content strategy. Getting the attention of heads of department is a real challenge. Modernweb was struggling with this, and went to Grow & Convert in search of a breakthrough. Modernweb connects businesses with top software development talent.

At first glance, their content was far too technical. They were attracting other developers, but not the department decision makers. Grow & Convert proposed an approach that focussed the content on the customer you want to reach.

Step 1: User Research

The process began with identifying past clients and the types of projects required. Grow & Convert found that decision makers often have little to no coding experience. As a result, there was a communication barrier in the language they were using. The content strategy was shifted to target executives within technology companies.

Step 2: Pain Points

The next step was understanding the difficulties these execs face, so that Modernweb could approach them with a solution. The issues identified included:

- Sourcing & retaining the best talent.

- Getting executives & boards to opt in.

- Staying ahead of the curve with technology.

- Understanding the risks of changes.

- Benchmarking against competitor's strategies.


Step 3: Develop Content Strategy

Grow & Convert have seen success with creating original content, instead of repeating what is already available. The decision was made to tell stories that are relevant to the industry. Decision makers are motivated to learn about the decisions other companies are making. Playing on that interest is a great way to get their attention.

Step 4: Spreading the Word

Research was conducted to find the community members most likely to share Modernweb's content, and searching for influencers to assist in the process. Embracing these new tactics led to over 9,500 unique page views, with each user spending more than 9 minutes on the page.

Grow & Convert follow the usual tactics of promoting articles on social media, but take it a step further. They approach online communities and publications that tech executives might visit. Pre-promotion is an important part of the process and includes joining Facebook, LinkedIn, and Google+ groups, and collecting press contacts. These journalists and publications received pitches and descriptions that match the social media presence.

Grammarly’s Growth Strategy

Grammarly is the most convenient way to check your spelling and grammar. Their browser plug-in helps you make changes across a wide range of platforms, and uses machine learning capabilities to better understand language.

Grammarly knows how to drive interest. With no venture capital input for the first 8 years, they’ve still managed to grow to 6.9 million daily users. Their digital marketing is on point!

Content Marketing

Grammarly have a powerful content marketing strategy. They’ve added a CTA labelled “Get Grammarly” on the top right corner of their website. It leads you to the download page for their plug-in. They have a blog-post containing more than 2000 blog posts.

Social Media

Social Media has become a necessity for businesses. Growing their visibility pulls in different types of users. They’ve taken a lighter approach to grammar and spelling, using humor to show why you need their services.



Youtube shows the best traffic returns for Grammarly. 54.43% of their social media traffic comes from YouTube. Their channel is small but effective. Their ads show how useful their tool is, using everyday situations. Adding a CTA into the videos boosts traffic to their download page as well.


Grammarly’s Facebook page has very little content about their actual services. They create content that will appeal to their audience. They understand that building a connection with your audience is vital.


Quora pushes 40k monthly visitors to Grammarly’s site. They have 23k followers and 150 questions relating to their profile. The odd thing is - Grammarly’s plug-in doesn’t support Quora. Their success on this platform is also due to their ads.


Grammarly posts about 7.5 tweets every day. More importantly, 88.7% of these get retweeted by their followers, and 91.5% of their tweets are retweeted. Twitter generates 16k site visitors monthly.

WhatsApp Web

WhatsApp Web is the desktop version of the popular mobile app. It’s easy to connect using the handy QR code. Grammarly’s plug-in works with WhatsApp Web, correcting people’s texts in real-time. The plug-in offers a link to an explanation of why your grammar is being corrected. Clicking on the link drives more traffic to their website.


Grammarly generates 31 million visitors per month. While a large number of these are from plug-in users, it’s difficult to know exactly how many. Their bounce rate is great too, with 1 in every 2 visitors sticking around on the website.

Direct Response Marketing

Grammarly have made the effort to research challenges that people encounter every day. Their communications offer solutions and guidance. Their blog is angled to offer real-world help.

Backlink Profile

There are growing number of sites and services that backlink to Grammarly. They’ve positioned their service to be attractive to schools and government institutions. These institutions also need grammar and spelling checks. Grammarly has cross-linked with highly sought-after .edu and .gov sites. These improve their Google rankings substantially.

Google Ads

Grammarly has 540k monthly users from Google Ads. They get these awesome results by bidding on up to 20k keywords, with 25% US-based and 6% in Australia.

User Conversion

Grammarly offer a paid upgrade to their free offering. It includes better results and deeper plagiarism checks. The free version catches mistakes, but not all of them. This strategy helps to convert free users into paying clients.

Celebrating the Top 50 Women in Tech

Women are powerful. At Goodman Lantern, we understand that. We also understand that in an ideal world, business is genderless. These women know how to achieve results - that's the bottom line.

Here are the first ten of the Top 50 Women in Tech as nominated by you!

1. Yesim Saydan

Yesim Saydan is a 5-lingual Growth Hacker and Social Media Strategist with extensive international experience.

After being responsible for global projects of multinational brands such as Citibank in New York and BNP Paribas in Paris, she set up her own Digital Consultancy to help companies, whose mission she believes in, reach their goals by bringing out of box thinking to their Social Media Marketing as well as creative Growth Hacking tactics.

Yesim left a well-paid corporate job and took a big risk to start as an Entrepreneur, because she wanted to work with innovative, creative companies and startups, who are changing the world. She feels very fulfilled and lucky about working with smart, driven people, whose meaningful mission she can contribute to significantly.

Her other dream was to be able to work from anywhere in the world. As a self-starter, Yesim can now spend quality time with her parents in Turkey, while continuing to explore the different parts of this magical world we live in.

2. Jessica Thomas

Possessing complex knowledge and technical ability through previous roles at market-leading social intelligence company, Brandwatch, Jessica founded Ten Bear Social - a remote consultancy specialising in social data and analytics. Jessica has emerged as an expert in her field and continues to successfully support clients through the most critical business stages by optimising their social intelligence strategies.

With significant growth in its first year of trading, Ten Bear continues to expand its already impressive portfolio. Jessica has achieved a strong and credible reputation in her sector by challenging the way businesses leverage social data and has succeeded in developing a small remote business into a key specialist for social intelligence insight.

3. Camila Cywiakowski

Brazilian-turned-British with a strong drive to succeed, Camila loves nature, science, and anything technology based. She once helped her dad build a huge satellite dish in the garden (true story).

Camila implemented operational tools, migrated services, and created new business models -including a new service that went on to become an industry leader in the UK.

She feels that her greatest achievement is definitely her impact on others. Camila has always promoted the use of technology as a way to improve productivity and job satisfaction. To hear that even though she may have been tough on them in the past, people were grateful for how that 'push' placed them in a strong position in their careers down the line. Camila has trained around 100 graduates over the years, if not more.

4. Nayab Bookwala

Nayab spent the last decade in television and broadcast media in various roles with expertise in Brand Development, Marketing, and Events with some of the leading media conglomerates in India.

Since moving to Houston, Texas a few years ago, she launched Bohra Pantry (, a brand of spices for the Bohra cuisine in the USA. She learned the different aspects of starting up a new business on the job, right from sourcing manufacturers, optimizing logistics, handling imports & shipping and online retail operations.

Today, as the Co-founder of Indian Food Trail (, a food-tech platform that offers home-dining experiences by empowering Indian home-chefs located across the globe, she manages Product, Marketing, Finance, Strategy, and Operations. Indian Food Trail is also working towards reducing child hunger through their Meal For A Meal campaign, where they donate a meal for every meal sold on their platform.

5. Dr. Katia WAlsh

Dr. Katia Walsh is one of the world’s top leaders in transforming businesses from product- to customer-centric brands through Data and Analytics. She forms world-class teams and harnesses Advanced Analytics, Machine Learning, and Digital Solutions to drive unprecedented business, customer, and societal outcomes in telecommunications and financial services.

Dr. Walsh and her team are enabling 1 billion Euros in annual commercial value for Vodafone by using Data and Analytics to deliver a predictive, proactive, and personalized experience to each of Vodafone’s 400 million customers in 27 operating countries. They are also spearheading analysis of mobile data for social good, for example, to help the unbanked or track and prevent the spread of malaria in Africa, as well as mentoring and inspiring youth and women globally.

6. Beth Burrell

A seasoned channel veteran, passionate about people and technology, Beth has been in the digital disruption arena since before it was mainstream.  She is an accomplished leader in enterprise technology solutions and project management, with a focus on always doing the right thing for the project and customer.  Beth’s peers describe her as reliable, knowledgeable and always having a “can-do” attitude, one stating that “every organization needs a Beth Burrell.”  

A VP at a Fortune 500 firm at a young age, Beth has been a frequent speaker at conferences and an avid blogger.  She currently works for a Microsoft Dynamics Consulting firm and serves as the US Chair for the International Association of Microsoft Channel Partners Women in Technology (IAMCP WIT).  Beth manages to balance work and her role within IAMCP WIT as a single mother raising her awesome 12 year old son!

7. Michele Chambers

Michele is a passionate entrepreneurial executive with over 30 years of technology experience in sales, marketing, business development, product management and development in areas as diverse as advanced analytics, data science, big data and databases.

She is a builder and leader of high performance teams that blow away their goals and a four-time book author published by O’Reilly, Wiley, and Pearson FT Press.

8. Jui Patil

Jui describes herself as a "creative, a visionary and goal oriented woman." As an Architect, she creates her vision and achieves it, in the same way she executes her created designs.

Jui is published in various magazines and portals, awarded as a skilled architect by the Government portal of India, and empaneled as an architect under various portals of the Government of India.

9. Sweta Ghosh

Sweta Ghosh is an entrepreneur who has started up her own venture, partnering with her younger sister. Together, they own a cafe in Kolkata named Blue Mug-Coffee & Thoughts

It’s been 9 months since the opening of Blue Mug, and has quickly become one of the most popular cafes in Kolkata. 

10. Kiley Doll

We’re fortunate enough to have one of the nominees in this list actively involved in the growth of Goodman Lantern: Kiley Doll, the company’s sales director. Some know her as a serial entrepreneur. Others have referred to her as a "sales generating machine." 

Kiley started out in the real estate industry as a broker, where she spent 14 years consistently ranking among the top 10% high earning realtors her company. Her passion for progress has led to the pursuit of a prosperous career in business development, having consulted and worked with well-known household names including Amazon, EO, Long Realty Company, in North America, Europe, and Africa. This rockstar “oumi” of eight is one of those female leaders the tech industry desperately needs to inspire the up-and-coming generation.

One of her other great successes is the Kover Kritters brand. In the development of this product, she became one of the few female inventors to run a successful Kickstarter campaign, taking the brand all the way from idealisation to realisation.

Stay tuned for the next ten women in this list. We're excited to share their success stories with you!


💓 Get targeted sales leads faster Download GoPinLeads👈


The Best Sales Prospecting Tool Ever

Five years ago, I was newly married and taking 220 flights a year. I hardly saw my wife and spent all my time jetting off to meet clients.

I accepted a job finding insurance companies in Hong Kong, Singapore and the UK. I had to close sales and that meant meeting as many prospects as possible. Once I’d located them, I had to convert them into paying customers. Having no database to start from, I ended up buying lists. They were awful. I tried hiring interns to make lists. That method failed too. That’s why I was sitting on so many flights.

By 2014, I realized I needed to make a change. I needed to find a better way to work. Armed with my degree in Computer Science and AI, but with no real research experience, I started up my own market research company. My main aim was to automate the list-making process.

It took me three years to figure out all the ins and outs. By the end of it, I knew I could build the fastest and most comprehensive sales prospecting tool. This is my brainchild: GoPinLeads. The tool combines AI and many data sources to decide on relevant results.

The biggest advantage of the tool is that it saves time. Sales professionals spend days researching leads. They might even spend tons of money on hiring staff and interns. The biggest advantage is that it makes sales professionals independent.

The tool has the ability to collect thousands of leads from any location in the world. It locates physical businesses and tells you everything about them. You receive their names, numbers, and addresses.

Social Media is a modern kind of engagement. Making a database of social media accounts takes forever. Linkedin, Facebook and Twitter accounts are hard to find. You need to put in loads of manual hours of research. GoPinLeads finds you these accounts and gives you all that information at the click of a button.

Today the tool is in the hands of our early adopters. It’s saving hundreds of hours and thousands of dollars for sales professionals in Auckland (NZ), Houston (US), Leeds (UK), Istanbul (Turkey), and elsewhere. You won’t need to hire interns, outsource, or buy leads. Install the Chrome Extension and you can start producing your own leads anywhere around the world.

Download the Chrome Extension ( and use your 100 free credits. When you are ready to get started, use the discount coupon SMDISCOUNT1111 to get a free XS account for one month.


Happy prospecting!

PR that actually works: FOUNDER-LED PR

As business people, we find ourselves navigating a somewhat unfamiliar landscape of disruption. The rise of digital media and social networks has us all clamouring for new (and better) ways to turn ideas into successes. In this new age, PR is crucial not only to your start-up but to your professional image as well.

In my information scouting ventures I found a great video published by Stanford Online, in which Sharon Pope, Head of Programs and Marketing at YC Continuity, gives a great walkthrough on how to think about PR and work with the press. (You’ll find the video on Youtube)

We all know how important PR is. We also know that PR and product innovation go hand in hand. While it’s entirely possible to drum up media hype and score some interviews in prominent magazines and on popular websites, this content isn’t going to guarantee your eventual success if your product isn’t “amazing” enough to warrant that kind of hype. Having faith in your product is the first step in a powerful PR program.

Start-up founders are quick to search for outside services, and PR is no different. Founder-led PR, however, is a better way for start-ups to create a PR program that packs the right amount of punch. While it’s true that PR firms know their way around what’s relevant in the news, as a founder, you have something the media wants: the real inside scoop. Reporters want to hear from founders; this is the end-spokesperson for them. Establish a direct line with reporters and you’ll find them coming to you further down the line when they need a subject matter expert in your domain. It’s a mutually beneficial relationship. They can be your voice in the media and you can be their fountain of niche information when they need it.

Hiring an outside PR firm can deprive you of the process of defining your own business and simplifying your message. This is the foundation of your brand identity, and tackling the process internally will be invaluable in every aspect of running your business. Building up an internal PR team that knows your message is a more effective and affordable way to connect with the media. You could pay tens of thousands of dollars in monthly retainers to outside PR firms before getting a single story out there; which isn’t necessarily the best use of start-up funds.


Here are 5 simple steps you can focus on to make your founder-led PR program a success:

1. Develop Your Company Identity

- What do you do?

- Who is your ideal customer?

- What primary problem are you solving for your customer?

- What is your KPI? How is it growing?

- Do you know who your competitors are?

- What makes your product better than that of your competitor(s)?

- What are your plans for the next year?

- What made you uniquely qualified to start your company?

2. Define Your Business Goals and Discover Your Audience

-  Do you want to finance growth?

- Do you want to recruit the best talent?

- Do you want to land strategic partnerships to foster growth?

- Do you want to drive product trials?

- Do you want to secure a research grant?

- Is your audience investors, potential customers, or potential partners?

- How does your priority audience get their news?

3. Discover Where You Want Your News to Be Read

- Which top 5 reporters write articles that gel well with your image?

- What stories do your top 5 reporters write?

- What angle pushed these reporters to write?

- What angle are you looking for?

- Can you find a connection to them? Is there a way for you to get an introduction through someone?

4. Know What to Say and Where to Say It

- Do you want to share news about your product launches, fundraising, metrics, big hiring announcements, or stunts?

- Do you want to share insights on non-company related news such as politics, new market innovations, contextualizing other company announcements, or general entertainment?

- Do you have a way to contact reporters to pitch your ideas?

- Do you have a blog for reporters to click through for reference (don’t add email attachments)

- Do you want to give a particular reporter an exclusive scoop for their eyes only?

- Are you taking an embargo approach and contacting several reporters with a pre-brief?

5. Be a Valuable Source of Information

- Are you keeping an eye on Google Alerts and RSS Feeds for news?

- Are you watching HARO (Help a Reporter Out) for potential news stories?

- Are you searching Twitter for #journorequests and #PRrequests?

- Are you participating by sharing your opinion on articles that interest you?

- Are you giving your real thoughts instead of shameless self-promotion?

- Are you participating in Q&A sessions on Quora and Reddit?

- Are you creating your own content on platforms like Medium or your own blog?


Developing your own PR strategy is an important part of establishing your brand. When you break them down, these 5 steps are completely achievable. It’s all about taking the right steps and being thorough in your approach.

8 Scarcity Techniques to Gain Users and Grow Signups by 450%

When doing a cold outreach and getting people to sign up to your application, we know a simple outreach doesn't work. Here are some tips on using scarcity to gain users and grow signups by 450%: 

1. The “Waiting in Line” Approach
While walking down the street, have you ever seen a line of people waiting outside a store, concert hall, etc? Your immediate response is to crane your neck to see why there's such a long queue. Generally, what’s going on in the back of your mind is, “That’s a lot of people, whatever is going on must be cool. What am I missing out on?”

By announcing that your app has a waiting list, you create a sense of popularity. When there is only standing room left, people feel almost desperate to get in now.

2. The “Limited Supply” Approach
Reward attendees that sign up first. After all, they're going to be spreading some positive vibes about any  special treatment they receive. A particularly smart move is to allow people to pre-register for items or services that will only be available in limited supply.

For example, when planning its launch strategy, allowed users who signed up early to pre-register usernames instead of merely giving an email address.

3. The “Make Money from Scarcity” Approach
Why not validate your idea and make some extra cash at the same time? You may find success in selling beta versions of your product at a discount. If you have a product that's ready to go, that is. Allowing a select few people into your beta - in exchange for immediate payment - you gain a significant amount of monetary validation for your idea. 

4. The “Countdown” Approach
When the clock is ticking, a sense of urgency leads people to make decisions faster. Use this approach when you have cemented a specific launch time. Be sure that your timer counts down to the very second of your launch. By putting a countdown on your landing page, you promote the idea that people need to sign up soon or forever lose out.

5. The “$1*Buyers Per Sale” Approach
This approach to creating a sense of urgency is highly effective. In this approach, buyer #1 pays $1 for the product, buyer #2  would then pay $2, and so on. Simply add on $1 for every 1 buyer and you've created a ripple effect that keeps new buyers coming in for more. The first buyer walks away on top of the world with the best possible deal. The last buyer feels comforted by the belief that the product is worth every penny, if only because so many people have made a purchase before them. 

As the price goes up, people are compelled to 'buy now' to avoid paying more and more as each new buyer causes the price to increase.

6.  The “Refer for Earlier Access” Approach
This approach is an offshoot of the “Waiting in Line” approach. If you want to project the idea that your app has more traction than it does, try an approach where you don't need to inform people of where they are in the queue or how many others are in line with them. Essentially, when someone pre-registers, they are motivated to share a referral link with their contacts. The more referrals they have under their belt, the closer they'll move to the front of the line. made this particular method quite popular during one of their own launches. 

7. The “Social Contest” Approach
This is another approach that rewards people for referrals. There are several different ways to do this. You may be successful in combining it with the approach above, and making each pre-signup worth a specific number of entries into your contest. Be sure to give away something related to your product - the end goal is promotion of your brand, after all. Give away something like a lifetime membership, as this will guarantee the use of your product and a spin-off of referrals as well.

8. The “Your Friends Like Us and So Should You” Approach
Think of this as the "birds of a feather" approach. It's generally much easier to convince a person to sign up if their friends have signed up too. Using Twitter or Facebook logins to accept pre-signups makes this approach even easier.

10 tools to make you look bigger and a global brand

Being a small company has its upsides, you're agile and fast, and you don't have endless red tape and bureaucracy. Although, being big has one advantage: increased credibility in the eyes of many consumers. So how can a small company appear bigger than it is, here are 10 great tools which will make you appear much bigger. Part of fake it till you make it: 

  1. : Phone answering service based in the US but you can forward calls from all across the world. Only costs $1/call and no monthly fee
  2. Number: Get local numbers for most countries. Forward the number to if you can't answer them. 
  3. Free conference call facility with dial in numbers for most destinations. Why pay $15/month on conference call facility if you can get it for free? 
  4. Big companies have faster websites. Website Speed tester allows you to check how quickly your site loads up. 
  5. We expect big companies to have their website online at all times. Now you can do this by using Cloudflare, which keeps (a cached copy of) your website online even it's down. 
  6. Google Pagespeed : Allows you to find ways to optimise your website and loading speed
  7. Design is the first thing your customers see when they visit your website. Canva makes the process of designing web and print effortless.               
  8. Developing quality websites, which look fantastic, mobile ready and completely hosted. 
  9. GoPinLeads: To get more sales you need to connect with people in your industry. Effortlessly creates local leads of physical businesses. Full disclosure: We developed this tool. 
  10. A global commission only sales force           

15 free online tools for marketing and sales professionals

Our 15 top recommendations for anyone within sales and marketing to improve their productivity and improve customer acquisition. 


1.   Conduct Primary Surveys with a panel of 25m people
 2.  Purchase research by chapters from 200 research publishers
 3.   Check who is the director and address of a UK company
 4.     Find competitor's SEO / PPC strategy
 5.   Keyword analysis of competitors website using Google Adwords
 6.  See who owns the website
 7.     What technical tools the website is built using
 8.    Verify emails right into your gmail
 9.    Find anyone’s email addresses
 10.   Free global conference call facility
 11.   Inexpensive phone answering service
 12.    Find influencers in your industry
 13.     Find influencers for the article you have written
 14.     Compare eco-social conditions between 2 cities
 15.    Review where is the content copied from

PACER, Inbound meets Outbound. How to rapidly grow your business l

Step-by-step guidance on how to go from Zero to first 50 customers in any business, existing or brand new. Whether you're looking to start a new arm of your business or start it from scratch, we'll shed some light on how you can set yourself up for success. All of our techniques are based on what we have used to grow Goodman Lantern from $0, with no investment raised, to where we are today. We bootstrapped it all the way, and so can you!


The name of the game is being tactful. It's not about inbound or outbound marketing; it's about standing out and building trust. You can't build trust with customers if you haven't made contact with them yet. If you're merely relying on blogging, Facebook, or Twitter to pull in the punters, we have some bad news for you: outbound tools, like email, see an average click-through rate of 3.57%, compared to 0.07% for Facebook and 0.03% for Twitter. 

If you've previously heard that inbound was the only way forward, it's worth looking at this: 

  1. In an interview with Jeb Blount, author of Fanatical Prospecting, he mentions that he "was sold Hubspot on an (outbound) cold call " (scroll to 42.30). The term "inbound marketing" was coined by HubSpot, yet even they engage in outbound marketing. 
  2. Tony J. Hughes, in his blog post, talks about a company which went "full bottle" social selling. They removed phones from the sales floor and tanked their top and mid-funnel.

Why Isn't Inbound Marketing Good Enough? 

Before we identify why inbound marketing isn't sufficient on it's own, it's worth exploring why people don't have success with it as an alone-standing approach. It's worth noting that inbound works very closely with content marketing. The top reason why companies are likely to give up on content marketing, says Roman Kniahynyckyj, is due to the length of time it takes for the benefits to kick in, driven by these factors:

  1. Google indexing: The bottom line is that you need Google to index your website fully. Unless you are an internet phenomenon, based one experience, you are looking at a minimum of  3-6 months. 
  2. Time to learn: Writing content takes time and you probably won't get it right the first time, so you need to maintain a trial-and-error approach. 
  3. Building content: Once you have mastered the art of content creation, you need to build enough volume so it starts to snowball and you begin to receive leads. 

Inbound is good but it's slow, outbound is quick but it's pushy. What we are proposing is to take the best of both inbound and outbound, making the latter a dialogue. The key is to make outbound part of the 6-8 touches required to convert prospects into customers. 

Our focus with this campaign is to rely majorly on email. Why email? 

  1. Email marketing alone drives as much revenue as all other digital channels combined, according to a survey of US marketing execs.
  2. Email is 40x more effective for customer acquisition than Facebook and Twitter combined.
  3. Marketers generate 174% more conversions with email than social media.


The Inspiration

Where did the idea come from? 

I will be the first to admit that the idea is inspired; it came from an email which I received in 2016 from Laura Hannan. It was probably the most well-crafted email I have ever read and I had no option but to respond asking for more information. 

Subject: Goodman Lantern's Role in the Future Smart Home
Hi Raj,
I'd be interested to understand if you have a view on where Goodman Lantern might sit in the future smart home.
The smart home future marketplace is not properly defined yet, so JM of EC (Wiki page) has created an ecosystem of organisations who want to lead or participate in this exciting field.
Members include utilities, telcos, insurance, property, manufacturers, digital enablers and start ups.
They share insight, ideas, and by utilising each others strengths, technology and consumer bases, they co-create and test applications for the future smart home.
Can we please set up a call to discuss?

This email was doing the following: 

  1. Selling me an opportunity to be part of an elite group in exchange for a phone call, without spelling this out. 
  2. Qualifying me to see if I'm in the space of smart homes.
  3. Testing if I'd be interested in transacting with other members.
  4. Finally, it's up to me if I'd be interested in a phone call.

This is a push form of marketing where I have to request or 'pull' information. Now, here is the backdrop to this information: the person referred to as JH is someone who I know, as she has been on various business websites / social media sites, really getting her inbound marketing right.  As a result, this combination of inbound and outbound marketing worked. Had there been no email, I would have never signed up. I would have never reacted to this via a Linkedin, Twitter, Facebook ad etc, as I wasn't searching for it. 


So how did Laura find me and get in touch? What is the process? 

Here is a step-by-step guide on how this can be achieved over a 3-month period: 

1. Develop tool or content

2. Develop list of emails

3. Send out emails

4. Monitor results / compare with the industry

5. Repeat


We call this technique the PACER (Promote > Collect > Email > Analyse > Repeat)




According to Eric Worre, Go Pro: 7 Steps to Becoming a Network Marketing Professional, you need to give away something in order to invite people to your network. To start your promotion, you need to give knowledge, webinars, software tools, and other freebies to get your target market interested in what you're offering. Some call it Inbound marketing, others Karma, but the fact of the matter is that genuine promotion is about giving, not taking.  


Once you have done your promoting, you need to find a way to collect the email addresses of your target market and proactively email them. This is very much an outbound tactic, and yes, you will approach them cold. If you have done your promotion right, they would already have heard of you. 

There are various tools in the market that enable you to collect email addresses. Alternatively, you can use data marketing agencies to buy lists. In a bid for shameless promotion, we also offer a free tool to help you generate a B2B list of leads including phone numbers and email addresses. 



Once you have collected the email addresses, you need to carefully draft an email and send it out using a mail merge tool. Be warned: please don't send out newsletter or HTML emails, the default option on Mailchimp. 

This section has three parts: 

1. Drafting emails which generate high conversions


2. Sending out the emails


3. Developing effective landing pages


This is probably the most import aspect of the campaign. You need to make sure your campaign actually reaches the goals you've set and that you get responses. The best outcome of the campaign is that you receive several positive responses, mostly in the form of signups or a direct response to the email.

This email campaign will generate a much higher response rate than the industry email marketing statistics. Our previous campaigns on average have the following responses: 

Open rates should be 45-60% 
Average open rate is 9.2-20%

Click through rate of 4-11% and
Average CTR is between 1.25-5.13%

Conversion rate of 2-5% 



Now repeat the process with new data and keep doing this recursively till you find a target market.

Let us know in the comments if this worked for you. We are always keen to hear success stories 


Step by Step guide to 'Zero to 50 sales in One Hour' B2B Lead Generation via Email

Multi part series on how to get customers using online outbound marketing. Within 1 hour this technique will get your sales pipeline from zero to 50 people trailing and buying your product or service. 


 1. Show you how to get email open rates 45-60% 
 ⁃ Average open rate is 9.2-20%
 2. Click through rate of be 4-11% and
 ⁃ Average CTR is between 1.25-5.13%
 3. Average conversion rate of 2-5% 



The series of videos has three parts to it: 
 1. Building an Email
 2. Building a Landing Page
 3. Sending Emails 


 1. These emails are not necessarily spammy
 2. They need to be very targeted
 3. Should have a genuine offer
 4. Focus on building a relationship
 5. Send a maximum of two emails (offer + follow up)

 1. Never, never, never use HTML emails. 
 2. Who are you? 
 3. Your value add / benefit
 4. Why is it relevant to me? 
 5. The Offer
 6. Call to Action (CTA)
 7. Option to Unsubscribe

Generate 100s business sales leads in 35 seconds for Free

We are very excited to launch the latest version of our Growth Hacking tool GL Chrome Extension which allows you to generate leads of your target audience including Company name, email addresses, social media profiles and more in just 35 seconds. 

The tool is available for a limited time for free. Please download it here

Raj Anand, Goodman Lantern's CEO, giving an introduction to the tool