If you struggle to grow broad, sub-regional markets like EMEA for your brand, or are working with resource constraints, and ever-changing, sub-regional localization demands, our next #MastersofConversion session is definitely for you.

1. Applying growth frameworks
to regional marketing
Practical Insights
Charlie Windschill, Sr. Growth Manager @ Mixpanel

2. Charlie Windschill
Sr. Growth Manager @ Mixpanel
➔ Responsible for supporting EMEA +
LATAM growth
➔ Background in acquisition & activation
➔ Lover of the arts, outdoors, and tacos
linkedin.com/in/charliewindschill

3. 01
02
03
04
Here’s what we’ll
cover...
The intersection of region & growth
marketing
Goal setting to enable regional
growth marketing
Applying growth hacking techniques
to regional marketing tactics
Mixpanel campaign teardown

4. “
Geographic and other distinctions haven’t
been submerged by the rising tide of
globalization; in fact, such distinctions are
arguably increasing in importance.
Harvard Business Review

5. Improve customer experience
We’re in the business of people: optimise for local
trends, preferences, and cultural differences
Increase efficiency & effectiveness
Global spray & pray doesn’t work: prioritise key
markets & deploy resources with more precision
Why invest in regional marketing?
Tip 1:
Make focus your
mantra

6. So, what is the regional marketer’s job?
Build demand
Represent brand
Regional marketing is roughly ⅓ of most tech company’s
marketing investment

7. THEN NOW

8. ● Define & implement region-specific marketing
plan that supports local revenue goals
● Foster and maintain relationships with key
partners
● Adapt global messaging & branding to be
regionally relevant
● Plan and host events
● Create and adapt content
● Adapt and/or build campaigns across paid,
owned, and earned channels
The responsibilities of these roles often already overlap
● Work with X-functional teams to build growth
strategies that support company revenue goals
● A/B testing
● Write / update / adapt creative copy
● Build and maintain email nurture programs
● Build referral programs
● Build and maintain campaigns across paid, owned,
and earned channels
Regional Marketing Growth Marketing

9. Aim to maximise a smaller real estate of higher
value opportunities
Tip 2:
Do less, better.
Activity Value
Volume of
Activities
THEN
NOW
Business Impact

10. 3 steps to goal
setting
1. Align with GTM stakeholders
2. Set your OKRs
3. Structure your marketing plan

11. Align with GTM stakeholders
➔ Core markets
➔ Revenue targets
➔ Potential gaps to hitting targets
Goal setting for the regional growth manager
3 STEPS
1

12. Goal setting for the regional growth manager
3 STEPS
Set your OKRs, aligned to address:
➔ Biggest potential gaps to hitting targets
1
EXAMPLE OKR 1
Generate the inbound demand necessary to fuel
{{target region]] sales team.
Acquire
XX
MQLs by EOQ1
Increase branded
search traffic
XX% by EOQ1
EXAMPLE OKR 2
Increase customer retention in {{target
region}}
Increase retention rate
by XX% by EOQ1
Increase win rate XX%
for competitive deals
by EOQ1
Reduce CAC to
$XX by EOQ1
KEY
RESULTS
OBJECTIVE
Tip 3:
Prioritise with
partners

13. Goal setting for the regional growth manager
FRAMEWORK
Structure your marketing plan
➔ Aligned to your OKRs
3
KR INITIATIVES
Acquire XX MQLs
● Run 1 integrated vertical campaign across paid, owned & offline
channels
Increase brand
search XX%
● Run 8 week brand campaign across paid & earned channels
● Sponsor 2 events
Reduce CAC to
$$
● Test into 3x new channels or tactics
● Increase throughput of CRO tests to 3/month
Objective
1

14. Experimentation frameworks help scale impact rapidly

15. Applying experimentation frameworks to regional
marketing tactics
EXAMPLE OKR 1
Generate the inbound demand necessary to fuel
French sales team.
Acquire
100
MQLs by EOQ1
Increase branded
search traffic
10% by EOQ1
Reduce CAC to
$110 by EOQ1
KR INITIATIVES
Acquire 100
MQLs
● Run 1 integrated vertical campaign across paid,
owned & offline channels
Increase brand
search 10%
● Run 8 week brand campaign across paid &
earned channels
● Sponsor 2 events
Reduce CAC
to $110
● Test into 3x new channels or tactics
● Increase throughput of CRO tests to 3/month
Objective
1

16. Vertical campaign composed of:
● Paid social
● SEO optimised landing page
● Content
● Direct mail
Applied to: vertical campaigns
➔ Test into your core messaging
➔ Test into most efficient channels/tactics.
➔ Run on-page CRO tests
➔ Build based on paid learnings
➔ Build based on CRO learnings

17. Vertical campaign composed of:
● Paid social
● SEO optimised landing page
● Content
● Direct mail
Did it work?
KR: Acquire 100 MQLs

18. Mixpanel campaign teardown
The objective
Increase inbound lead volume via self-serve, product-led growth in core EMEA markets.
Key results
1. Increase inbound MQLs by 15% QoQ
2. Reduce sales intervention by 25% QoQ
Marketing plan
● Create a scaled product demo solution.
● Test into 3x new channels/tactics.

19. A few of the initial tests…
● 1-to-many format
● On-page CRO
● Promotional copy
● Frequency
● Time of day
● Form experience

20. And then things progressed...

21. On-demand demo
sponsored content ads
New ad format with same CTA:
On-demand demo inmail ⭐
Same ad format, different
campaign 🧪
Testing across paid channels

22. Preliminary results:
● Avg. 45% lift in CVR
For use across…
● LinkedIn Inmail campaigns
● Homepage CRO tests
● Content syndication
● Email nurture
● Sales outbounding
● And more!!
Localized demo videos | FR & ES
SPOTLIGHT

23. Increase inbound lead volume via self-serve, product-led growth
in core EMEA markets.
THE OBJECTIVE

24. To summarize
my advise...
1. Make focus your mantra
2. Do less, better
3. Prioritise with partners

25. Let’s talk tacos
linkedin.com/in/charliewindschill