TechCrunch+ Roundup: Ahrefs, Digital Health & 2022 Marketing

Year-End Review and 2022 Digital Health Predictions

As the year draws to a close, we are publishing further analyses of subjects previously covered extensively throughout the past months.

Additionally, we are presenting insightful forecasts for the coming year, 2022.

Digital Health Investment Trends

Bill Taranto, the president of Merck’s Global Health Innovation Fund, recently authored an article for TechCrunch+ that detailed six key digital health trends his fund is currently monitoring.

The article highlights significant growth in the sector, with healthcare startups securing $21.3 billion in venture capital funding between the first and third quarters of 2021.

This figure substantially exceeds the prior record of $14.6 billion achieved in 2020, as noted by Taranto.

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Taranto emphasizes that businesses demonstrating robust solutions, capable leadership, and sound financial standing are well-positioned to realize substantial gains.

Merck GHI Investment Portfolio

Data from Crunchbase indicates that Merck GHI has completed 75 investments, resulting in 22 successful exits to date.

These investments encompass a broad spectrum of healthcare innovations, ranging from novel drug discovery methodologies to advanced diabetes detection technologies.

Artificial intelligence, the Internet of Things (IoT), and data analytics are identified as the principal forces propelling innovation.

Taranto points out that data is increasingly becoming the most valuable asset within the healthcare landscape, stating that it is “especially with data becoming the central currency of healthcare.”

Looking Ahead

A reduced publishing schedule will be in effect until the New Year.

Another roundup is scheduled for release on Friday, December 31, to conclude coverage for 2021.

Thank you for your continued readership of TechCrunch+.

Wishing you a joyous Christmas weekend!

Walter Thompson
Senior Editor, TechCrunch+
@yourprotagonist

Growth Marketing Forecasts: 2022 Predictions from 10 Experts

Ten leading growth marketing professionals were consulted regarding their preparations for the year 2022. We also inquired about their professional New Year’s resolutions.

The responses and guidance provided demonstrated a wide range of perspectives. However, a common theme emerged: a strong emphasis on continuous learning, encompassing areas like analytics proficiency and the adoption of AI-powered tools.

Below is a list of the individuals who contributed their insights:

• Jonathan Martinez, the founder of JMStrategy
• Kate Adams, serving as the SVP of Marketing at Validity
• Richard Meyer, a growth marketing specialist at Tuff
• Bas Willems, Head of Marketing for DataSnipper
• Gus Ferguson and Alyssa Crankshaw, the co-founders of Ascendant
• Shane Hegde, Founder and CEO of Air
• Tracey Wallace, Director of Marketing at MarketerHire
• Greg Sheppard, CMO at Templafy
• Lauren Kelly, CMO of ThoughtExchange

Expert Perspectives on the Year Ahead

The experts shared diverse strategies and areas of focus for achieving growth in 2022. Many highlighted the increasing importance of data-driven decision-making.

Several professionals also pointed to the evolving landscape of digital marketing and the need to adapt to new technologies and consumer behaviors.

Focus on Skill Development

A significant number of the experts expressed a commitment to enhancing their skill sets. This included deepening their understanding of analytics platforms and exploring the potential of artificial intelligence.

Investing in professional development was seen as crucial for staying ahead in a rapidly changing marketing environment.

Adapting to New Technologies

The integration of new technologies, particularly in the realm of AI, was a recurring theme. Experts anticipated leveraging these tools to improve efficiency and personalize customer experiences.

Understanding and implementing these technologies was considered a key resolution for the coming year.

Prioritizing Data Analysis

The importance of data analysis was consistently emphasized. Experts recognized the need to move beyond basic metrics and delve into deeper insights.

Utilizing data to inform marketing strategies and optimize campaigns was seen as essential for achieving measurable results.

The Continued Employment of Former Better.com CEO Vishal Garg

Vishal Garg, the former CEO of Better.com, is currently on leave following the dismissal of 9% of the company’s employees shortly before the anticipated initial public offering (IPO).

The manner in which these layoffs were communicated proved highly problematic, prompting Better.com to engage a crisis management firm.

Subsequently, Garg was transitioned out of his leading position after the emergence of emails revealing harsh criticism directed towards investors.

Better.com has engaged an external organization to conduct a comprehensive evaluation of its leadership and company culture.

Investor Influence and Garg’s Position

An analysis of the company’s structure by Mary Ann Azevedo and Alex Wilhelm revealed that investors possess sufficient influence to potentially remove the founder.

However, their lack of action suggests they are not actively seeking Garg’s complete departure from the company.

This indicates a complex situation where investor leverage exists, but isn't being fully utilized to oust the former CEO.

• Key takeaway: Investors hold the power to remove Garg.
• Current status: They have not yet exercised this power.

The situation raises questions about the balance between accountability and investor interests in the wake of the controversial layoffs.

Capital as a Readily Available Resource

As of July 2021, startups globally had secured $268.7 billion in funding from venture capitalists. This figure notably exceeded the total amount raised during the preceding year.

With such a substantial influx of funds, capital is considered a commodity, as stated by Charlie Graham-Brown, Seedstars’ partner and chief investments officer, alongside Daniela Moreno, the firm’s investments marketing manager.

A recent publication details various VC platform approaches and the benefits they offer to startups. Within this, two key principles are outlined:

• No single investor or firm excels in all areas.
• The specific needs of a startup will evolve as it grows.

These points emphasize the importance of strategic partner selection.

Founders should carefully evaluate potential investors based on their evolving requirements.

Understanding the strengths and weaknesses of different VC platforms is crucial for success.

Understanding VC Platform Diversity

The article highlights that venture capital firms aren't universally skilled. Each firm possesses unique expertise and focuses.

Startups must identify the areas where they require the most support.

This support can range from operational guidance to strategic connections.

The Dynamic Nature of Startup Needs

A startup’s requirements are not static; they change significantly over time.

Early-stage companies may prioritize seed funding and mentorship.

Later-stage businesses often seek larger investments and assistance with scaling.

The Ahrefs Homepage: A Case Study in Demand Curve and Effective Sales Education

Websites demonstrating strong conversion rates share a crucial characteristic: they streamline the purchasing process for potential customers.

According to Joey Noble, Community Manager at Demand Curve, a clear and concise homepage is vital, as “attention spans are limited, and a confusing website will quickly lose visitors.”

Noble’s recent TechCrunch+ article provides an in-depth examination of Ahrefs’ homepage, a leading SEO agency, detailing how it effectively engages users, minimizes obstacles, and cultivates interest.

Key Elements of Ahrefs’ Conversion-Focused Homepage

The Ahrefs homepage is structured to quickly convey value and encourage exploration. It doesn’t rely on complex designs or lengthy explanations.

Instead, the site prioritizes clarity and directness, immediately addressing the needs of its target audience.

How Ahrefs Reduces Friction for Potential Customers

One of the primary strategies employed by Ahrefs is the reduction of friction throughout the user journey.

This is achieved through clear calls to action and a straightforward presentation of its services.

Building Desire Through Value Proposition

Ahrefs effectively builds desire by highlighting the tangible benefits of its SEO tools.

The homepage showcases how the platform can help users improve their search rankings, drive organic traffic, and ultimately grow their businesses.

Demand Curve’s Insights on Homepage Optimization

Demand Curve’s analysis emphasizes the importance of understanding user psychology and tailoring the homepage experience accordingly.

By focusing on simplicity, clarity, and value, Ahrefs has created a highly effective sales education tool.

• Clear Value Proposition: Immediately communicates what Ahrefs offers.
• Reduced Friction: Simplifies the path to purchase.
• Targeted Messaging: Speaks directly to the needs of SEO professionals.

Bitcoin as Belief System, Web3 Driven by Profit

The last 2021 edition of The Exchange saw Alex Wilhelm analyze a Twitter discussion initiated by Jack Dorsey, CEO of Block. Dorsey posited that the ultimate beneficiaries of web3 aren’t the end-users, but rather venture capitalists and their limited partners.

This assertion was met with resistance from several influential figures within the cryptocurrency community. They maintained that the decentralized structure of web3 is a fundamental characteristic.

Alex acknowledged Dorsey’s point, stating, “Jack is not incorrect in his assessment.”

A Divergent Viewpoint

Despite agreeing with Dorsey’s observation, Alex expressed a differing overall perspective. He indicated that he doesn’t share the same underlying philosophy.

The core debate centers around the true ownership and control within the evolving web3 landscape.

Wilhelm’s analysis suggests a critical examination of the power dynamics at play, even as the promise of decentralization is touted.

Navigating Activities During the K-1 Visa and Green Card Process

Dear Sophie,

Congratulations on your fiancée’s arrival in the U.S. on her K-1 visa! The arrival marks a significant step in your journey together.

You are considering a swift marriage in Las Vegas to initiate the green card application process, motivated by the shorter waiting period for a marriage license compared to Silicon Valley.

Your plan involves filing the application and subsequently celebrating a larger wedding with family and friends in your fiancée’s hometown, followed by a honeymoon. You are inquiring about the permissibility of these actions.

— Happy in Hayward

Understanding Permissible Activities

It is generally permissible to proceed with wedding plans, including both a small elopement and a larger celebration, after filing the green card application based on marriage.

However, it’s crucial to understand that certain actions could potentially impact the application. Maintaining transparency with U.S. Citizenship and Immigration Services (USCIS) is paramount.

Travel Considerations

Traveling outside the U.S. while the green card application is pending can be complex. Generally, it is not advisable to leave the country without first obtaining Advance Parole.

Advance Parole allows a visa holder to travel and return to the U.S. without abandoning their application. Applying for and receiving Advance Parole before any international travel is strongly recommended.

Maintaining Marital Residence

Establishing and maintaining a bona fide marital residence is a key requirement for a successful green card application.

This means demonstrating that you and your fiancée genuinely intend to build a life together in the U.S. Frequent or prolonged absences from the shared residence could raise concerns.

Important Reminders

• File promptly: Submit the green card application as soon as possible after the marriage.
• Document everything: Keep copies of all travel documents, wedding invitations, and financial records.
• Consult an attorney: For personalized advice tailored to your specific situation, seeking guidance from an immigration attorney is always a prudent step.