Hiten Shah — Go-To-Market Models, Landing Page Minimalism, and Why Marketing Is Everyone's Job

On the show today is Hiten Shah. Where do I start with Hiten... most notably he's the founder of the software companies FYI, Crazy Egg, and KISSmetrics. He's also been involved in starting a number of other companies. He writes a newsletter called Product Habits. He does a podcast called The Startup Chat. He angel invests. He has a grand career in tech.

I wanted to bring him on because Hiten has been in the world of tech and startups for a long time. And with time and experience comes wisdom. I'm always impressed by the way that Hiten sees the world and how he thinks about marketing. He also has a unique ability to be very objective and honest about himself. We get into this with his companies but he's not afraid to talk about where things have fallen short. And given his experience with Crazy Egg and KISSmetrics, Hiten knows what works and doesn't work — he's seen it all and has been on the forefront of marketing for a long time.

You'll hear about what go-to-market model Hiten would start with if he was founding a new startup today, why marketing is everyone's job, why all of his landing pages are just a headline, subheadline, call to action, and some sort of illustration, and why there's no such thing as having done zero marketing.

More on Hiten:

• @hnshah on Twitter
• FYI
• The Startup Chat podcast

Sponsored by SparkLoop — the referral tool for newsletters. Hundreds of smart newsletter creators use SparkLoop to get more, high-quality email subscribers on autopilot. Get started in 5 minutes and start a free 30-day trial → sparkloop.app/eim

🙌 Thank Hiten for coming on the show with a quick tweet

If you've got a question or takeaway you want to share from this episode, you can do so in the Swipe Files community. You can chat with guests of the podcast as well as a bunch of other top-notch marketers. Join a community that will help you do your best work and be prolific. Check it out at swipefiles.com/membership

I write an occasional newsletter about cutting-edge, comprehensive, and sometimes even crazy marketing ideas. Subscribe to become a better marketer, one idea at a time at swipefiles.com

You can also get my free newsletter Marketing Weekly. It's a curated digest of the best marketing content in your inbox every Sunday morning. 

If you enjoy the podcast, would you please consider leaving a short review on Apple Podcasts or your podcast player of choice? It takes less than a minute and it really makes a difference in helping to convince hard-to-get guests. I also love reading the reviews!

Looking for marketing jobs? Check out Hey Marketers, a free job board I created just for marketing jobs.

★ Support this podcast ★