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- marketing teardown: 🥚crazy egg
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howdy, marketer! (yes, I live in texas)
let’s explore another b2b saas product, shall we? this one has been around forever – it’s probably older than some of my subscribers.
crazy egg provides heatmaps and user behavior data for websites. you know, a/b tests, session recordings, and all that jazz. but when was the last time you heard anything about them?...
brand in the hot seat: 🥚crazy egg
today's treasure trove
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who is crazy egg?
quick stats:
crazy egg is a conundrum for marketers and (probably) an engineer’s dream: they’ve grown but they have almost done almost no marketing. much of their team is engineers with just a few in sales and marketing, which is stunning in the b2b saas world.
on to what they do, I mentioned they offer a few user analytics features, but their bread-and-butter is heatmaps.
crazy egg’s branding
in an early blog post, crazy egg stated that it took something difficult and complicated for marketers and made it simple and fun – easily creating heatmaps with a sleek interface.
buuut that was almost 20 years ago. these days, b2b brands aren’t afraid to show some personality (see my teardown of posthog) and even the buttoned up tech platforms can’t help but be beautiful and elegant (re: flutterflow).
so, crazy egg has a lime green color palette, a hot air balloon logo, and wormy sans-serif font – I don’t think it stands out for brand personality anymore. especially considering the lack of much social and video presence (but I’ll get to that in a bit).
owned media
this one drives me up the walls.
crazy egg has some established following on their social platforms, yet their primary media play is reposting others’ content and writing blog posts.
tons of informative blog posts is nice, but more and more decision makers have a varied info diet. omnichannel is where it’s at.
their target audience is on x/twitter and linkedin with a podcast in their ears, youtube video on the screen, while checking their inbox.
but where is crazy egg? 🕵️
partnerships
yet again, a full well that looks mostly untapped.
crazy egg is mondo popular with the big, bald internet marketers of the 2010s (think tim ferris and neil patel), but that support hasn’t developed into larger brand deals.
as new voices emerge in the marketing and SEO world, crazy egg is perfectly positioned to be a solid choice and swoop in to score sponsorship deals: they’ve been around for a while and they have a legit product.
low hanging fruit
as far as low hanging fruit goes, there’s a lot (but maybe that’s hard to see from up in a hot air balloon?)
linkedin and x/twitter
yeah, but no. don’t just repost others’ content and don’t simply refactor blog content. nah, crazy egg should empower their workforce to post content to their own profiles (with the exec team taking the lead).
creator-led videos
there is a never-ending deluge of instructional content on how to use different marketing tools. the opportunity here is for crazy egg to partner with some up-and-comers in the space and let them be brand ambassadors – sponsor their content while also shooting some instructional stuff, too.
website
most marketing teams in b2b saas follow the same playbook when it comes to the website – but crazy egg is slacking. the site looks pretty, but not mind-blowing, and they’re missing crucial “alternative” pages – you know, crazy egg vs hotjar, etc.
also, the days of faceless enterprises are long gone. put up an about page that showcases the team, highlights why anyone would want to work there, and the good that crazy egg has done. people want to buy from people they know, like, and trust.
proprietary reports
this is one of my favorite marketing plays.
crazy egg being as old as dirt means they have tons of proprietary data. hire a marketing analyst or data analyst and a copywriter, query the database, analyze it, and write some compelling copy around the insights gathered.
use this report as lead gen, or simply a positioning piece (a report like this makes crazy egg seem v authoritative) they can use in email marketing, ads, or outbound in an abm strategy.
wrap up
crazy egg helps hundreds of thousands of websites optimize their experiences and conversion rates, but when it comes to marketing, they haven’t really cracked the code (i tried an egg joke, idk what do you think?).
thanks for reading and I’d love to hear what thoughts you have about crazy egg and this teardown. (and read the other deep dives here)
✌️,
tom from marketer gems
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