AirTree Ventures
Growth Marketing Review
The following article aims to breakdown Airtree.vc Digital Marketing activities, I’ll be providing a holistic review of their current Growth Marketing strategy.
I’ll point out areas for improvement & provide actionable recommendations they can easily implement to take their business to the next level
Before I start with the marketing stuff, let’s cover the basics…
Who is Airtree.vc?
Airtree.vc is one of the largest VC funds in Australasia. I’m interested in Airtree as a business because the fund is on a mission to support the most ambitious Australian and Kiwi technology entrepreneurs.
Why Review Airtree.vc?
I want to give an outsider’s perspective to their current marketing strategy. The aim here is never to critique in a negative, harmful way, but to help them out with their digital marketing efforts.
If you have any questions please contact me on Linkedin
Disclaimer
I have no affiliation with Airtree.vc and currently, I don’t have access to any of their primary data ( Web Analytics, CMS, CRM, etc) Inaccurate observations will be likely caused by inaccurate data provided by 3rd party tools
Let’s have a look at what Airtree.vc is doing from a digital marketing perspective
This review work through the following areas:
Technology & Audience Analysis
Martech Stack
Audience Analysis
Growth Marketing Analysis
Acquisition Models
Activation
Retention
Actionable Recommendations
Gaps & Recommendations
Read https://learn.demandcurve.com/courses/self-serve & Make sure I cover everything included there
Martech Stack
A Marketing Technology Stack is a set of technologies businesses use to build relationships with their user base across digital channels i.e CMS, CRM, Web Analytics, Advertising Platforms, etc
When reviewing “https://www.airtree.vc” source code, it turns out the site is using a few different marketing technology tools — from Wordpress (CMS) to Salesforce their CRM platform.
Here I have broken down those technologies into 3 different categories :
Attract
Marketing Tools responsible of users acquisition i.e Facebook Pixel
Engage
Marketing tools that help you retain and engage with your user base
Website, Analytics & Optimisation
Tools you business use to create & deliver content as well as monitor, analyse & optimise user experience and marketing activities
Takeaway
Without primary data and a better understanding of the business goals and challenges is almost impossible to provide an accurate assessment of Airtree’s Martech Stack. However there are a few interesting things :
No paid acquition tags
No Beahavioral analytics
Audience
User Personas represent real, living and breathing people who are currently engaging with Aritree.vc. Individuals featured bellow are hypothetical and based on the site & social media audience, site structure and external data on Venture Capital Founding in Australia.
Based on Content Geography - AlexaAudience
OverlapSite Flow
https://followerwonk.com/analyze/airtreevc
https://medium.com/@JohnEHenderson/followers - Review of writers followers
Now that we have a better understanding of Airtrees audince I ‘ll analyse their marketing activitis buf looking at 3 mian factors: Aqusition model, Activation & Retentation
Acquisition Model
Purely Organic
Top Pages
Landscape
Activation
Home - Landing Page
https://breakoutgrowth.net/case-study/growth-study-mirror-is-driving-breakout-growth-to-reflect-the-best-version-of-you-3/
https://breakoutgrowth.net/case-studies/
There’s not clear CTA or explanation about who they are and what they do
Thank you page
Opportunity for referrals or guidance to top performing content
VC initiatives
Retention
https://medium.com/airtree-venture/airmail-september-2020-edition-a8431a7e213c
Recommendations
Martech Stack
https://www.quantcast.com/products/measure-audience-insights/