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Matt Henderson

AMA: Sentry Director of Growth, Matt Henderson on Growth Marketing Strategy

May 19 @ 10:00AM PT

View AMA Answers

  1. How do you incorporate experimentation and A/B testing into growth marketing strategies?

    Matt Henderson
    Matt Henderson

    Sentry Director of Growth | Formerly JumpCloud • May 19

    We use an internal tool built on Plausible API. We have it track before/after tests automatically, and use a skill in our website PRs to set up tests for us when we change a page. This allows us to be nimble and not obsess too much over perfect test/controls. if we see directional wins we keep, if we don't we try something new. It predicts revenue impact based on funnel conversion which allows us to quantify testing's impact.

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  2. How do you measure and track the success of growth marketing efforts?

    Matt Henderson
    Matt Henderson

    Sentry Director of Growth | Formerly JumpCloud • May 19

    We take a bit of a different approach to attribution where we have no third party cookies on our website. Our audience is very sensitive to being tracked and it allows us to focus on channels that drive true demand creation. Here's a link to full post: https://hendersonmatthew.substack.com/p/we-removed-advertising-cookies-heres, but we focus heavily on channels like influencers, OOH, podcasts, etc. We do still have an attribution model based on referrer URL and UTMs at time of conversion, and we ...Read More

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