Standing out in a crowded market, especially with limited resources, requires creativity, focus, and a willingness to experiment. Eddie Casado, Head of Growth Marketing at Mouseflow, sat down with Stephen Lowisz on "GTM Secrets" to unpack how his small team not only competes but thrives in the behavioral analytics space. Eddie shared actionable tactics, real-life examples, and candid insights, offering a masterclass in growth marketing.

From redefining competitive strategies to leveraging friction scores for CRO, and crafting engaging social content, this blog dives deep into key learnings from their chat and provides actionable steps every marketer can take.

How to Compete Without Microsoft Resources in a Crowded Market

The behavioral analytics space is fiercely competitive, with players like Hotjar, Microsoft Clarity, and VWO dominating much of the conversation. Yet, Mouseflow’s marketing team of only six has carved out a significant presence. Here’s how Eddie and his team are pulling it off.

Advanced Competitive Analysis Techniques

Eddie’s marketing philosophy began with a healthy obsession with the competition. Once a self-proclaimed “Hotjarian” (he joked about owning Hotjar swag), Eddie’s insider understanding became Mouseflow’s secret weapon.

“I knew Hotjar inside and out. When I joined Mouseflow, I wanted to prove my worth by figuring out what we could do better and differently,” he shared.

Actionable Steps for Competitive Analysis:

1. Audit Competitor Messaging: Start by scouring competitors’ websites, ads, and social platforms. What’s their core messaging? How do they position themselves? Identify the gaps in their narrative where you can insert yours.
2. • Pro Tip: Use tools like SEMrush or Similarweb to uncover competitors’ paid strategies and traffic sources.
3. Leverage Product Trials: If competitors offer free trials, take them up on it. Experience their onboarding process, features, and customer service firsthand.
4. • Case in Point: Eddie’s intimate knowledge of Hotjar’s features helped Mouseflow design campaigns highlighting what they do better, like their proprietary “friction score.”
5. Survey Your Ideal Customers: “We tapped into customer conversations to understand why they left competitors or why they didn’t choose us in the first place," Eddie explained. Use those insights to refine both your product and communication strategies.

Humanizing Your Brand with Messaging

“B2B buyers are still people,” Eddie said. “They’re not looking to be sold to with buzzwords and generic sales speak. They want to connect.”

Action Step: Redefine your brand’s tone and voice.

• Create messaging that speaks directly to the end user. A strong example from Mouseflow is their playful yet direct campaign tagline, “You’re not Hot anymore.” It was bold, it was fun, and it resonated with their audience.
• Partner with creative marketers on your team who thrive on creating conversational and playful messaging. Play up humor, wit, or relatability to break through noise.

Using Data Intelligently for Conversion Rate Optimization (CRO)

One of Eddie’s biggest frustrations is how brands hoard data without knowing how to use it. At Mouseflow, they don’t just analyze numbers; they use data to guide decisions.

“I used to suck at asking the right questions,” Eddie admitted. “But good data only works if you know what you’re looking for.”

Implementing Friction Scores for Sharper CRO

Mouseflow simplifies figuring out where your users drop off with their proprietary “friction score.” This feature scans user behavior automatically to flag where friction might occur.

Step-by-Step Implementation:

1. Get Your Session Replays Going: Start with a clear understanding of your visitors. Mouseflow automatically records user sessions, providing heatmaps, scroll patterns, and click behaviors.
2. Set Baseline Metrics: Use the friction score to pinpoint problem areas. Mouseflow looks for indicators such as click rage, dead clicks, and JavaScript errors.
3. Prioritize Key Friction Events: Start with pages or elements that drive conversions, like your homepage, pricing, or checkout.
4. Iterate Quickly: “Focus on one or two improvements at a time,” Eddie recommended. For instance, if the friction score highlights issues in form-fill behavior, tweak the form’s design or remove unnecessary fields.

Pro Tip: Focus your CRO efforts on landing pages driving high acquisition costs. Improving performance here can directly impact ROI.

The Power of Asking Questions

Eddie added, “We’re so obsessed with what the data says that we forget to just ask people! Surveys are one of the easiest and most effective tools.”

Action Step: Use Qualitative Insights.

• Launch an on-site survey asking, “What prevents you from signing up today?” or “What could we improve?” Pair this with your friction data for a well-rounded view.

Traffic Quality and Filtering Out the Noise

No marketer can afford to waste ad dollars or hours analyzing worthless bot or low-intent traffic. Both Eddie and Stephen emphasized the need for traffic quality over sheer volume.

Dealing with Bot Traffic

Eddie explained, “Mouseflow’s bot detection ensures our customers’ data isn’t polluted by non-human behavior. That’s critical when sessions are your currency.”

Pro Tip: Detect Bots Automatically.

• Use tools like Cloudflare for real-time bot mitigation, and filter out bots that appear as direct traffic in platforms like Google Analytics.

Improving Paid Traffic Quality

“LinkedIn Audience Network? Don’t use it,” Eddie advised. “The traffic looks like a great deal cost-wise, but it behaves like bot traffic when you analyze it.”

Action Step: Optimize Paid Traffic Campaigns for Intent.

1. Focus on high-intent channels like Google Search targeting purchase-intent keywords.
2. Segment paid campaigns clearly in your reporting setup (e.g., UTM parameters for clarity).

Social Media Strategy That Wins Attention

Mouseflow has excelled on social media despite their constraints. A key part of their success is using platforms strategically, with TikTok being an unexpected star.

How Mouseflow Tests Creatives Using TikTok

“We’ve used TikTok as a creative testing ground,” Eddie revealed. “Winning content there moves into paid campaigns on LinkedIn or Meta.”

Content Ideas That Work on TikTok & Beyond:

1. Relatable Workplace Humor
2. • Use memes highlighting industry pain points.
   • Incorporate skits or light-hearted marketing jokes featuring team members.
3. Behind-the-Scenes Content
4. • Show how campaigns are made or give a glimpse into team culture.
   • Shoot videos showing Eddie or team members personally explaining the tool to the camera.
5. Micro-Case Studies in Video Format
6. • Show results-driven examples, like “How a customer reduced friction and increased conversions by 25% using [tool].”
7. Interactive Polls and Q&A Series
8. • Capitalize on TikTok trends to keep engagement high but ensure the actual messaging ties back to valuable insights about your product.

Going Beyond UGC

Eddie noted, “UGC is valuable, but in B2B you have to focus on trust-building. That’s why we focus more on showcasing our team and expertise than collecting customer content.”

Actionable Social Tip: Combine thought leadership with entertainment.

Keep your audience hooked by mixing useful advice with personality-driven content. One post can show how to dissect conversion data, while another lighthearted meme keeps your brand approachable.

Measuring Social Media ROI

Don’t just track follower growth. Eddie recommended maintaining clear attribution for social platforms by tagging links. Check lead quality sourced from platforms like LinkedIn or TikTok versus the cost-per-lead to monitor efficiency.

Final Thoughts

Eddie’s approach to growth marketing emphasizes transparency, curiosity, and experimentation. From providing crystal-clear insights through friction scores to leveraging TikTok as a creative incubator, he’s highlighted how a small team can make a massive impact.

For marketers looking to take the next step, Eddie’s advice resonates loud and clear: “Don’t just copy what others do. Test relentlessly, focus on people, and find what works for you.”

Connect with Eddie on LinkedIn for more actionable tips, or check out Mouseflow to explore how it can bring clarity to your website analytics.

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