Why CMOs need to adopt Growth HackingB2B CampMicrosoft NERD, Cambridge, MASeptember 29th, 2012Stephen GoodmanDirector, Cam...
Complexity of Marketing                  Disruption of Digital Channels                           September 29 , 2012     ...
Growth hacking reflects the continuous integrationof technology into the art of marketing                   Growth hacking...
Today’s hacking ethos embraces creativity,        continuous problem solving and              analytical iteration.Septemb...
Growth Hacking                  Growth through                  building, not breaking,                  marketing.Septemb...
The CMO is under tremendous pressure                  “Traditional marketing - including advertising, public relations,   ...
Growth Complicated by Constant Disruption¨    Influencer and Socially-Driven Buyer’s Behavior¨    Escalating Customer Ch...
And it is only going             to get more             complicatedSeptember, 2012   Stephen Goodman / Confidential and P...
Buying Now Occurs on Escalating Numbers ofDigital Channels Gaming Social Apps Payment  Mobile  Commerce Video¨    Emergin...
… Very Technical Digital Platforms Gaming Social Apps Payment  Mobile  Commerce Video                         APIs        ...
Marketers must appeal to                  customers wherever and                    however they want to                  ...
API Case: Billions of Customer Touch PointsSeptember, 2012   Stephen Goodman / Confidential and Proprietary   Source: Prog...
Brands                   Using                   APIsSeptember, 2012   Stephen Goodman / Confidential and Proprietary   13
B2B                  Brands                   Using                   APIsSeptember, 2012   Stephen Goodman / Confidential...
Marketing Teams are Struggling“We get a lot of complaints [from Boeing] about implementing ourAPIs. We don’t have big team...
Channels are going to be disrupted again…and again“In the past when a customer would interact with a business, the custome...
Growth hacking tackles the digital complexity§  Data and Analytics§  Test, Iterate, Measure, Repeat§  Programming§  A/...
Yes, ProgrammingSeptember, 2012   Stephen Goodman / Confidential and Proprietary   18
Programming strategy drives companystrategy¨    LuLu publishing, printing and distribution: 1.1 million      titles, 200 ...
Launch a new B2B service to millions¨    1+ Million small business running online payroll¨    $3.9 Billion in Revenue¨ ...
But it is still Marketing!              •  Grow customer acquisition and retention              •  Broaden reach into nich...
Stephen GoodmanDirector, Cambridge Office and Partnerstepheng@nexuspartners.com+1.415.684.8513   @ViewfromMadrone         ...
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Why CMOs need to adopt Growth Hacking

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Why CMOs need to adopt Growth Hacking

  1. 1. Why CMOs need to adopt Growth HackingB2B CampMicrosoft NERD, Cambridge, MASeptember 29th, 2012Stephen GoodmanDirector, Cambridge Office and Partner @ViewfromMadrone Stephen Goodman Confidential and Proprietary September 2012
  2. 2. Complexity of Marketing Disruption of Digital Channels September 29 , 2012 th Growth HackingSeptember, 2012 Stephen Goodman / Confidential and Proprietary 2
  3. 3. Growth hacking reflects the continuous integrationof technology into the art of marketing Growth hacking is a marketing approach that combines technical methods, data-centric and analytical problem solving, and marketing expertise to cultivate customer acquisition and retention in rapidly evolving digital channelsSeptember, 2012 Stephen Goodman / Confidential and Proprietary 3
  4. 4. Today’s hacking ethos embraces creativity, continuous problem solving and analytical iteration.September, 2012 Stephen Goodman / Confidential and Proprietary 4
  5. 5. Growth Hacking Growth through building, not breaking, marketing.September, 2012 Stephen Goodman / Confidential and Proprietary 5
  6. 6. The CMO is under tremendous pressure “Traditional marketing - including advertising, public relations, branding and corporate communications - is dead” “Why CMOs Should Get Used to Less Control” “CMO will Spend More on IT Than the CIO”“79% of CMOs expect high to very highlevel of complexity in their roles” “CMO is under growing pressure to keep pace with rapidly changing digital media and globalisation.”September, 2012 Stephen Goodman / Confidential and Proprietary 6
  7. 7. Growth Complicated by Constant Disruption¨  Influencer and Socially-Driven Buyer’s Behavior¨  Escalating Customer Channels¨  New Buyer’s Journey¨  Expectation of Anywhere All-the-time Access¨  Evolution of Marketing Technology is Not Slowing¨  Customers Now Grow BrandSeptember, 2012 Stephen Goodman / Confidential and Proprietary 7
  8. 8. And it is only going to get more complicatedSeptember, 2012 Stephen Goodman / Confidential and Proprietary 8
  9. 9. Buying Now Occurs on Escalating Numbers ofDigital Channels Gaming Social Apps Payment Mobile Commerce Video¨  Emerging digital platform technologies enable a direct path to the customer.¨  Businesses can now add specialized digital, social, mobile and ecommerce functionality, content or experience to their customer channel.September, 2012 Stephen Goodman / Confidential and Proprietary 9
  10. 10. … Very Technical Digital Platforms Gaming Social Apps Payment Mobile Commerce Video APIs Native Apps 3GP HTML5 SSL OpenID Connect Oauth 2.0September, 2012 Stephen Goodman / Confidential and Proprietary 10
  11. 11. Marketers must appeal to customers wherever and however they want to interact with your brand. Digital techniques enable this to happen with unprecedented ease.September, 2012 Stephen Goodman / Confidential and Proprietary 11
  12. 12. API Case: Billions of Customer Touch PointsSeptember, 2012 Stephen Goodman / Confidential and Proprietary Source: ProgrammableWeb 12
  13. 13. Brands Using APIsSeptember, 2012 Stephen Goodman / Confidential and Proprietary 13
  14. 14. B2B Brands Using APIsSeptember, 2012 Stephen Goodman / Confidential and Proprietary 14
  15. 15. Marketing Teams are Struggling“We get a lot of complaints [from Boeing] about implementing ourAPIs. We don’t have big teams doing trouble shooting or educationon our API offerings…” Boeing’s marketing needs “dedicatedengineering and consulting resources to take advantage of variousAPIs.” – Senior Sales Executive at Google“My background is really communications… it is just not an areathat I’m familiar with.” – Executive in CMO’s office“…they still test by showing the C-boss multiple trade boothsoptions. A/B testing, landing pages, HTML5 video is not part of theirmarketing analysis, no less optimizing customer channels” – SeniorAgency Executive to Global B2B Company September, 2012 Stephen Goodman / Confidential and Proprietary 15
  16. 16. Channels are going to be disrupted again…and again“In the past when a customer would interact with a business, the customerhad to go to the business’ context. With mobile devices, we’re seeingcustomers bring their own context with them. So the merchant has to startentering the customer’s space.” - Andy Raskin, MasherySeptember, 2012 Stephen Goodman / Confidential and Proprietary Source: ProgrammableWeb 16
  17. 17. Growth hacking tackles the digital complexity§  Data and Analytics§  Test, Iterate, Measure, Repeat§  Programming§  A/B Testing, landing page analysis, social integration§  Security, Open Graph, Mobile User Agent§  Channel & funnel optimization§  Inbound Marketing, CRM and MobileRMSeptember, 2012 Stephen Goodman / Confidential and Proprietary 17
  18. 18. Yes, ProgrammingSeptember, 2012 Stephen Goodman / Confidential and Proprietary 18
  19. 19. Programming strategy drives companystrategy¨  LuLu publishing, printing and distribution: 1.1 million titles, 200 countries¨  In order to grow global distribution channels, LuLu made their API strategy a business strategy: “The API for LuLu is not an engineering initiative. With LuLu, this is a company-wide initiative. Everybody in the company is focusing on our APIs. We care about our API strategy.” – Ryan Bloom, VP of Product DevelopmentSeptember, 2012 Stephen Goodman / Confidential and Proprietary 19
  20. 20. Launch a new B2B service to millions¨  1+ Million small business running online payroll¨  $3.9 Billion in Revenue¨  Twilio API build was “unprecedented time to market.” Built over a weekend, resulted in: Launching an easy-to-use service ensuring “the experience for customers was paramount.” •  Enhanced existing product with “must-have” security •  New customer acquisition and revenue streamsSeptember, 2012 Stephen Goodman / Confidential and Proprietary Source: Twilio 20
  21. 21. But it is still Marketing! •  Grow customer acquisition and retention •  Broaden reach into niche or large communities •  Maintain a meaningful online presences •  Contribute to revenue •  Manage emerging digital channel portfolio - mobile, social, video, payment, and othersSeptember, 2012 Stephen Goodman / Confidential and Proprietary 21
  22. 22. Stephen GoodmanDirector, Cambridge Office and Partnerstepheng@nexuspartners.com+1.415.684.8513 @ViewfromMadrone Stephen Goodman Confidential and Proprietary September 2012

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