Growth Hacking for Agile Marketing Meetup

Distribution viaContinuous ImprovementFeedback LoopsGrowth Hacking for the Agile Marketing MeetupPaul Willard, Atlassian CMO • 11/27/2012

Me• Boeing Engineer • 7 years writing code • Learned Japanese manufacturing concepts Marketing Growth Development Hacking• Product Management • Customer acquisition products • A/B testing

Distribution• Startups need technology, product, and distribution• Many fail on distribution • Myth: If you build it, they will come • Fact: The best distribution won

Unicorns & Viral Supernovas• Most products do not have a target market of everyone • Nuclear chain reactions & explosive virality are difﬁcult to achieve without concentration • Virality should not be THE plan

Learn to Fail• Most ideas will not work• Don’t invest too much in any one idea – no epic fails• Planned failure - fast, cheap

Change – The Only Constant Birth and death timeline instead?• New media, channels, and platforms come and go quickly • Social, mobile, tablet, Pinterest, Groupon • AOL, Yahoo, MySpace, Display, Palm Pre, BlackBerry, Meebo, hotmail, del.icio.us . . .• Tech know how and ﬂexibility needed to apply new sources, data, API’s

The Only Charts You Need Acquisition Exponential Cohort Curves Lifetime Value ($)Customers Month Months as Customer

The Growth Machine• Test quick, cheap, and dirty • Released vs polished • Front end ﬂexibility • Standardize reporting• Measure LTV • Conversion is not good enough • Model it from twitchy data

Feedback Loops• Acquisition exponential • Eyeballs • Conversion Funnel• Never stop what is working, be incremental & relentless

Kanban Team• Prioritize releasing • Cadence - 2 / person week • Drop things that don’t work • Put more into things that do• 2 Backlogs • New eyeballs to product • Conversion A/B testing

How much should I spend?• 12 month break even Allowable • Conservative Lifetime Value ($) • Estimating is ok • Virality • Model LTV for each channel or even campaign Months as Customer

A/B Testing - A Practical Guide• Hypothesis Testing Equation • Myth: A vs B, best one wins • Reality: Look at distribution, segmentation, learn about the market, and dream up C• Conversion = Desire - Friction

Desire• Behavioral design: Read Cialdini, Dan Ariely, Nir Ayal• Examples • Headlines • An authentic solution • Ask customer what they want

Friction• UX testing useful for friction• Minimize ambiguity through good design • Speed • Call to action - placement, color, shape • Grouping, contrast, IA

Product as Designer Drug• Get your market hooked • Their ﬁx = problem solved • Eliminate all friction• Test conversion to “ﬁx”• Qualitative methods

Cohorts• Do not A/B test your core Test impact on LTV repeat usage product • UX testing to show problems Lifetime Value ($) • Offer beta - to a subpop • Test newsletters, cross-sell/up- sell messaging, tutorials, ﬁrst time user ﬂows, etc • Find twitchy measures of Months as Customer success

Growth Hacking for Agile Marketing Meetup

by PaulWillard on Dec 10, 2012

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