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195                <h1 class="post-full-title">What Slack’s Customer List Tells About their Potential [Live Data]</h1>
196                <section class="post-full-meta">
197                    <a href="/blog/tag/case-studies/">Case Studies</a><span class="date-divider">/</span><time class="post-full-meta-date" datetime="2019-06-19">19 June 2019</time>
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226                    <p>In their <a href="https://www.sec.gov/Archives/edgar/data/1764925/000162828019004786/slacks-1.htm#sA031AD7407DEE4C9AD8C567D8A577EE8">SEC filing for their IPO</a>, Slack defined an <a href="https://gopractice.io/blog/slack-ipo-reading-between-lines/">“enterprise customer” as generating &gt;$100k</a> in Annually recurring revenue, which accounted for 40% of their revenue in the current fiscal year.  So, I was curious who their biggest customers really are.</p><p>Using click stream data from millions of users, Nacho Analytics mirrored Slack's analytics view for me. I was able to see a slice of their actual traffic to better understand what was really happening on their site.</p><p>It turns out they do have some pretty big enterprise customers: IBM, Oracle, Lyft, SAP, and VMWare are the top 5.  You might notice that those are all software companies, and that skew continues as you go down the list.  <br></p><p>Slack’s hardcore, early adopter customers were software developers. There are a ton of integrations with software development tools.  Atlassian - the company that makes some of the most used development tools - even <a href="https://www.atlassian.com/blog/announcements/new-atlassian-slack-partnership">shutdown their competing product in exchange</a> for a stake in the company.<br></p><p>As the founder of a couple <a href="https://www.spyfu.com">software companies</a> and a sometimes slinger-of-code, I’m pretty up to speed on that stuff.  But, I was surprised at how significantly their customer base skews towards software-heavy companies.<br></p><p>Even when you look at customers that don’t specifically use the “enterprise.slack.com” (the vast majority of customers) - they are still very software-centric.  The biggest ones tend to be global educational institutions or open source software initiatives.  <a href="https://andela.com/alc/">Andela Learning Community</a> is a Google-sponsored technical-education-for-Africa initiative. It holds three of the top 10 spots. <a href="https://www.vanhack.com/hackathon/">VanHack</a> is a “hackathon without borders”.  <a href="https://en.skyeng.ru/">SkyEng</a> is an English school for Russians. <br></p><p><strong>Is this a bad thing?</strong><br></p><p>I think that depends on your perspective.  There’s no doubt that Slack has a devoted user base of software peeps.  The question is, are they on the precipice of breaking through to a broader market - potentially changing the way all businesses communicate?  Or is it destined to be just another tool for nerds?<br></p><p>Honestly, I think you can find data in Slack’s customer list to supp
226ort either side of that argument.  I’ll give you my opinion, but first let me address a little anecdotal confirmation bias: If I eliminate all the software people I have personally witnessed using Slack - so, my marketing team and (oddly enough) my 70-year-old parents - all of them prefer to use Slack instead of email.  I don’t know *anybody* that has used Slack that doesn’t feel like they have a productivity advantage vs email.  I’m not a Slack fan boy, but I do come into this analysis thinking that Slack-like communication will eventually replace much of what email currently does.  <br></p><p>When you get outside the top 5, and page through the top 30, enterprise customers in more traditional industries start to show up.  Walmart, Nike, Capital One, McKinsey, T-mobile, Comcast, NewsCorp are all customers.  Noting those last two, Slack’s second core audience might be media companies: NYTimes, NBCUniversal, Buzzfeed, Turner, and Nasdaq are also customers.    <br></p><p><strong>Where Slack’s customers come from</strong><br></p><p>Most of Slack's new team sign-ups come Directly - meaning they type "www.slack.com" into their browser.  The second most get there by a Google search, and 72% of the time they search for "slack".<br></p><p>That means that nearly <strong>75% of Slack's new accounts are already familiar with their brand</strong> before they sign up.  Slack’s barely pays for *any* sign-ups.<br></p><p>So, if you think - like I do - that Slack-like communication is going to take over the mainstream enterprise and SMB market alike, then Slack’s market-leading position and ridiculous brand equity give them a potentially insurmountable advantage to take the lion’s share.</p><p></p><p></p>
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319                <p>When marketers are A/B testing, they often miss out on one important metric: statistical significance.   Statistical significance will tell you if the results you got from an A/B test are actually indicative of future performance or if those results could be an anomaly.</p>
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356            src="https://images.unsplash.com/photo-1556382363-8967ad2b37f0?ixlib&#x3D;rb-1.2.1&amp;q&#x3D;80&amp;fm&#x3D;jpg&amp;crop&#x3D;entropy&amp;cs&#x3D;tinysrgb&amp;w&#x3D;1080&amp;fit&#x3D;max&amp;ixid&#x3D;eyJhcHBfaWQiOjExNzczfQ"
357            alt="Amazon&#x27;s $10B Growth Hack That Nobody Knows About"
358        />
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366                    <span class="post-card-tags">Case Studies</span>
367                <h2 class="post-card-title">Amazon&#x27;s $10B Growth Hack That Nobody Knows About</h2>
368            </header>
369
370            <section class="post-card-excerpt">
371                <p>Amazon makes over $800 million a month in extra sales by continuously improving their search results - and all of their competitors (and probably every other online store) could nearly double their total online sales if they followed suit.</p>
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382                        Mike Roberts
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386                            <img class="author-profile-image" src="/blog/content/images/size/w100/2019/04/Mike-headshot-square-very-tight.png" alt="Mike Roberts" />
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