What's to Come
Growth
While excited about the Q2 performance achieved by everyone at the company, the growth team is laser focused on setting up attribution properly in order to test a variety of new paid channels. A few new channels the growth team looks to test include LinkedIn, TV, YouTube, and a variety of ad networks.
In addition, the growth team is excited to start Q3 with refreshed and more aggressive efforts to improve our Kajabi properties in order to drive subscriber growth. This includes the lead nurturing assets, landing pages, email sequences, and blog. As part of this effort, the growth team is welcoming Ian Andersen, a contract resource helping with email marketing and acquisition growth efforts, and NP Digital, an external agency helping with our SEO strategy and production of lead nurturing assets.
Product Marketing
There are some upcoming betas we are supporting in the Encore theme, and Quaderno integration. Other major launches targeted for 2H of the year include Quaderno integration, and the launch of Encore.
Lastly we have been spending more time recently thinking about how we position our education and support opportunities in Kajabi University and Webinars, while beginning to scope out what the future of Access looks like at Kajabi. Much more to come here!
Brand
One of the biggest projects coming up for the Brand team is the launch of the brand campaign in September. The focus will be around ‘getting out of your own way’ and defeating the Imposter Syndrome that we often hear our customers’ struggle with. This will manifest in the form of humor-infused video and static assets that will be utilized in every function of marketing for our H2 efforts. We are well into the planning for this campaign and look forward to working with Observatory Agency to produce these videos. Our intention is that this brand campaign will go live in mid-September.
Brand Experience
We are excited to support the Brand Marketing team in the upcoming brand campaign launch. A big piece of that launch from the experience side will be Kajabi’s first ever Brand Experience stunt! A stunt is an event or experience that captures the attention of consumers and amplifies a moment for brands. For our first stunt, we are going to be sharing the message of the brand campaign and hopefully gaining tons of PR hits and engagement with consumers in a direct and physical way! Another thing we are looking forward to is continuing virtual experiences (meetups and summits) in order to drive acquisition and foster community.
Consumer Insights
We’re looking forward to getting additional clarity on our customers, their needs, and future market opportunities or “white space” in the remaining months of 2020. The Consumer Insights Team will be launching a segmentation study to identify and profile our customer segments, where competitors are positioned, and also identifying areas in the market where Kajabi should focus next in order to achieve future growth and take advantage of untapped opportunities.
Creative
The implementation of the Brand Identity is going to be a major focus for the Creative team this quarter - putting the refreshed strategy and visuals to work across various channels, while making sure it’s being tested and validated along the way. We’re looking to templatize a lot of our strategic ‘always-on’ initiatives, such as webinars, summits, meetups, product Q&As, as well as new content franchises, such as Self-Made, that will start to build equity in the story-focussed side of Kajabi.
