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How To Setup Your Growth Marketing Team To Win


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Overview of tactics and strategies to build your Growth Marketing Team and design a cross-functional Product, Analytics, and Marketing team.

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How To Setup Your Growth Marketing Team To Win

  1. 1. How to setup your Growth Marketing Team to Win
  2. 2. About Myself Quick Facts Operated in range of Seed- Public stage companies Former Data Analyst Turned Marketer Obsessed With UX Design Trends In Free time Startup Growth Mature Companies I’ve Worked With/At
  3. 3. Goals Keep it simple & straight-forward Build the right team for your stage of growth Learn the job skills your Growth Marketers need Define the role Engineering and Analytics need to play
  4. 4. This is what your Growth Marketers should be doing in 2019 Spending: Calculate manually how much to spend Targeting: Build granular targeted campaigns by segment Creative: Develop creative for each specific audience Reporting: Excel [love those Pivot Tables?] Automation: Throw more Marketers at the problem Spending: Accept/Deny recommendations from Data Science Targeting: Build few campaigns targeting large audiences Creative: Test creative in bulk and let system optimise to local performance Reporting: Automated and available remotely Automation: Business Intelligence and Engineering 2015 2019
  5. 5. This is how your Marketers should be spending their week. Less time on low-value work and more on strategic work: Data Analysis, Product Planning, and Creative Strategy. 2015 2019 Creative Strategy Creative Strategy Spending Spending Targeting Targeting Reporting Reporting Product Planning Product PlanningData Analysis Data Analysis
  6. 6. Use a Data Scientist to predict marketing Spend decisions. Aim for 80-90% accuracy and let Marketers* handle the 10-20% edge case scenarios [game update, new city]. Simple decision tree of how to make spend decisions *Human-in-the-loop [HITL] approach for the Analytics folks
  7. 7. Simplify the number of campaigns you’re running. Targeting can be automated. Leverage the optimisation algorithms platforms [Facebook/Google] are offering. Your campaign structure is probably too complicated. 2015 2019 Ages: 18-34 Gender: Male Interests: Game of War Operating System Version: 9.0+ Operating System: iOS Carrier: Verizon Geography: United States Bid Type: Install Ages: All Ages Gender: All Genders Interests: No Targeting Operating System Version: All OS Versions Operating System: iOS Carrier: All Carriers Geography: Worldwide Bid Type: Day 7 Return on Investment # of Campaigns: 1,000+ # of Campaigns: <25
  8. 8. Why do you need fewer campaigns? When you optimise for deeper conversion events, the algorithm needs greater more events to optimise. Feed the machine.
  9. 9. Don’t use Excel to manage reporting. There are already best-in-class tools that give you reporting on the fly, available on-the-go. You don’t need 1-2 hours to prep reporting or have a dedicated reporting analyst. Example Report Cost and Top-of-Funnel Attribution Data Visualisation
  10. 10. Become an expert in a specific type of creative format. In order to standout from the pack you need to be hyper-focused on testing a specific ad format to improve it’s creative performance. You cant become an expert in every format. Search Ad Instagram Story Playable Pre-Roll The list goes on: Lead Ad, Video, Interstitial, Incent PPE, etc..
  11. 11. Hire dedicated engineers and data scientists to support & own growth marketing functions. If you aren’t dedicating full-time engineering resources you are going to get your lunch eaten by more sophisticated teams. Engineering Analytics / Data Science Client Data Ingestion & Processing LTV Prediction Creative Winner Prediction Spend Recommendations Event Recommendations SDK Integration Event Tagging [Segment] In-App Referral Reporting Layer [Tableau/Looker] Front-End Media Buying Tools Image Asset Management Tools Attribution Testing Client A/B Testing [Leanplum]
  12. 12. Hire more Tech vs. Non-tech hires to support your growth marketing organization. If you’re small bring in consultants to support on ad-hoc basis. Hire full-time once you scale. At FoxNext our ratio is 60/40 Tech to Non-Tech. Startup Growth Mature Media Buyer BI Engineer Designer Full-Stack Engineer Data Scientist Technical Program Manager Non-Tech Tech 1 1 1 1 2-3 1-2 1-2 1 1 1 2 1-2 1-2 3-4 2 Consultant Full-Time Hybrid Legend 1
  13. 13. Focus your Marketers’ time on higher value tasks [ex: Data Analysis] Automate 80-90% of low-level tasks with Data Scientists. Let Marketers handle edge cases Simplify your campaign structures & targeting Ban Excel. Invest in tools & services to automate your reporting. Learn to become a creative expert in 1-2 creative formats. Hire dedicated Engineers and Data Scientists/Analysts Recap
  14. 14. Learn this if you’re getting into Growth Marketing Required Become a Channel Expert: Avoid the career-trap of being a Jack of All Trades Join a Channel-Based Team: You’ll learn faster from channel experts then generalists Intermediate SQL: Mode Analytics has great free courses Understand Data Science Models: Don’t need to code a notebook, but will help you talk to a Data Scientist Learn to wireframe: Your designers will appreciate the visual references.You’re also likely to get better webpages, apps, and creatives. Optional ETL Process & Database Architecture: How data gets into your database and available to you. Take a Coding Class: Understand how your engineers code. Product Development Course: Build better product requests. Courses available on Udacity/Udemy. Considerations Get Paid More: Technical Growth Marketers earn more [50%+] vs Marketing Generalists Companies to Consider: Facebook, Robinhood, Pinterest, Blinkist, GetYourGuide, Supercell, Wheels
  15. 15. Questions?