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www.growthtribe.io
Growth Hacking
Power Session
www.growthtribe.io
www.growthtribe.io
3-Month
Academy
www.growthtribe.io
www.growthtribe.io
2 Day & 6 Week
Courses
3-Month
Academy
www.growthtribe.io
www.growthtribe.io
2 Day & 6 Week
Courses
Corporate
Programs
3-Month
Academy
www.growthtribe.io
“Growth Hacking Has Matured..
Big time..
www.growthtribe.io
www.growthtribe.io
Macron uses “growth hacking” to win
presidential election
www.growthtribe.io
Growth comes from
rapid testing and
cross-skilled teams
www.growthtribe.io
Growth Marketing Transformation Pyramid
MINDSET
PROCESS
SKILLS
+ TOOLS
TACTICS
www.growthtribe.io
people
www.growthtribe.io
Growing Digital Skills Gap
Possibleskills
Time
Required
skills
Your skills
Prototyping
UX
Funnel Market...
www.growthtribe.io
Pareto approach
UX
Field Research
User tests
Creating Personas
Feature Writing
Requirement Writing
Grap...
www.growthtribe.io
Creative
Marketing
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
M...
www.growthtribe.io
Who We’ve Trained
www.growthtribe.io
Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Change a.k.a
“transformation, Leaders...
www.growthtribe.io
The Mindset Of A “Growth Marketer”
Place your screenshot here
www.growthtribe.io
Takeru Kobayashi
www.growthtribe.io
Takeru Kobayashi
www.growthtribe.io
“
If you’re growing a company today you
better learn to eat hot dogs fast...
www.growthtribe.io
Growth Hacking Famous Examples
www.growthtribe.io
What do these have in common?
Creative
And
New
OPN
(Other People’s
Network)
www.growthtribe.io
What do these have in common?
Creative
And
New
Growth
Teams
OPN
(Other People’s
Network)
www.growthtribe.io
Why Are Growth Teams Taking Over The World?
Place your screenshot here
www.growthtribe.io
Why is growth marketing Important?
1. Traditional marketing channels are increasingly expensive and sat...
www.growthtribe.io
www.growthtribe.io
Why is growth marketing Important?
1. Traditional marketing channels are increasingly expensive and sat...
www.growthtribe.io
250-5000 Ads per day
www.growthtribe.io
betalist.com
www.growthtribe.io
Why is growth marketing Important?
1. Traditional marketing channels are increasingly expensive and sat...
www.growthtribe.io
Increasing Channel Complexity
www.grow.ac/london
Growth Tribe Philosophy
More channels + tech
=
More opportunities
www.grow.ac/london
AI generated content - self service
www.growthtribe.io
Why is growth marketing Important?
1. Traditional marketing channels are increasingly expensive and sat...
www.growthtribe.io
Growth Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activa...
www.growthtribe.io
Why is growth marketing Important?
1. Traditional marketing channels are increasingly expensive and sat...
www.growthtribe.io
www.growthtribe.ioSource: Rob Moffat
www.grow.ac/london
Behavioural Personas
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.growthtribe.io
Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Lead...
www.growthtribe.io
www.growthtribe.io
“
Tactics grow from having the right
process
www.growthtribe.io
Process
Tactics
Tactics
Tactics
Tactics
Tactics Tactics
Tactics
Tactics
Tactics
Tactics
Tactics
Tactics...
www.growthtribe.io
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get...
www.growthtribe.io
www.growthtribe.io
GROW.AC/GROWS
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
For Conversion Rate Optimization..
www.growthtribe.io
BRASS
www.growthtribe.io
www.growthtribe.io
2 weeks maxMeasurable Tracked correctly
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
Get Shit Done!
Head of Growth
Process-Driven
Analytical
Creative
Strong Personality
T-shaped
Soft Skills
Developer
Fast it...
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Lead...
www.growthtribe.io
The skillset of a the growth marketer
www.growthtribe.io
Head of Growth
Process-Driven
Analytical
Creative
Strong Personality
T-shaped
Soft Skills
Developer
Fas...
www.growthtribe.io
Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Lead...
www.growthtribe.io
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get...
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a gr...
Awareness
Getting people to visit your website
Acquisition
Getting them sign up or engage with the platform
50ms
First Imp...
Negative aging: “Leave quick or stay long”
97% of people just left
You have 5 seconds to answer..
What does this
website do or
offer?
Why is it
special? What is
the USP?
15%
30%
95%
0%
13%
26%
80%
55%
Awareness
Getting people to visit your website
Acquisition
Getting them sign up or engage with the platform
50ms
First Imp...
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user...
www.growthtribe.io
Creative
Marketing
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
M...
www.growthtribe.io
“If a Tesla can drive itself on autopilot at 70mph on the
highway taking in all the surrounding environ...
www.growthtribe.io
www.growthtribe.io
Mega use case
it predicts with 90%
accuracy what will be sold
within 30 days—that Otto
allows it automa...
www.growthtribe.io
- 72k emails
- Female
- Purchased in last 12 months
www.growthtribe.io
1.8% 1.1%
+63%
www.growthtribe.io
98% didn’t convert…
this was predictable
www.growthtribe.io
10% of the emails
(=7200 emails)
www.growthtribe.io
www.growthtribe.io
70%+ likely to convert
40-70%+ likely to convert
0-40% likely to convert
www.growthtribe.io
70%-100% likely to
convert
40-70%+ likely to convert 0-40% likely to convert
Enrich data +
Unsupervised...
www.growthtribe.io
7% conversion rate
& Behavioural profiles
www.growthtribe.io
Coding without front end skills
www.growthtribe.io
Chat bots without code
www.growthtribe.io
AB testing without statistics or JQuery
www.growthtribe.io
Coding apps without backend skills
www.growthtribe.io
Data preparation and modeling without Python or R
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user...
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user...
www.growthtribe.io
Growth Tribe Philosophy
It’s never been a more scary
and exciting time to grow
companies
www.growthtribe.io
Growth with AI course:
grow.ac/aicourse
www.growthtribe.io
www.growthtribe.io
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
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Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)

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The process and mindset behind agile marketing and growth hacking presented at The Next Web - 2017

Published in: Marketing
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Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)

  1. 1. www.growthtribe.io Growth Hacking Power Session www.growthtribe.io
  2. 2. www.growthtribe.io 3-Month Academy
  3. 3. www.growthtribe.io
  4. 4. www.growthtribe.io 2 Day & 6 Week Courses 3-Month Academy
  5. 5. www.growthtribe.io
  6. 6. www.growthtribe.io 2 Day & 6 Week Courses Corporate Programs 3-Month Academy
  7. 7. www.growthtribe.io “Growth Hacking Has Matured.. Big time..
  8. 8. www.growthtribe.io
  9. 9. www.growthtribe.io Macron uses “growth hacking” to win presidential election
  10. 10. www.growthtribe.io Growth comes from rapid testing and cross-skilled teams
  11. 11. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET PROCESS SKILLS + TOOLS TACTICS
  12. 12. www.growthtribe.io people
  13. 13. www.growthtribe.io Growing Digital Skills Gap Possibleskills Time Required skills Your skills Prototyping UX Funnel Marketing SEO SEM Email A/B Testing Conversion Centric Design Analytics Deep Learning NLP Machine Learning HTML CSS JS Back-end dev
  14. 14. www.growthtribe.io Pareto approach UX Field Research User tests Creating Personas Feature Writing Requirement Writing Graphic Arts Interaction Design Information Architecture Usability Prototyping Interface Layout Interface Design Visual Design Taxonomy Creation Terminology Creation Copywriting Brainstorm Coordination Design Culture Evangelism Growth Marketing What you’ll use 90% of the time
  15. 15. www.growthtribe.io Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  16. 16. www.growthtribe.io Who We’ve Trained
  17. 17. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  18. 18. www.growthtribe.io The Mindset Of A “Growth Marketer” Place your screenshot here
  19. 19. www.growthtribe.io Takeru Kobayashi
  20. 20. www.growthtribe.io Takeru Kobayashi
  21. 21. www.growthtribe.io “ If you’re growing a company today you better learn to eat hot dogs fast...
  22. 22. www.growthtribe.io Growth Hacking Famous Examples
  23. 23. www.growthtribe.io What do these have in common? Creative And New OPN (Other People’s Network)
  24. 24. www.growthtribe.io What do these have in common? Creative And New Growth Teams OPN (Other People’s Network)
  25. 25. www.growthtribe.io Why Are Growth Teams Taking Over The World? Place your screenshot here
  26. 26. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated
  27. 27. www.growthtribe.io
  28. 28. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
  29. 29. www.growthtribe.io 250-5000 Ads per day
  30. 30. www.growthtribe.io betalist.com
  31. 31. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels and tech are popping up exponentially
  32. 32. www.growthtribe.io Increasing Channel Complexity
  33. 33. www.grow.ac/london Growth Tribe Philosophy More channels + tech = More opportunities
  34. 34. www.grow.ac/london AI generated content - self service
  35. 35. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up exponentially 4. Acquisition is trivial. Activation and Retention are crucial
  36. 36. www.growthtribe.io Growth Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
  37. 37. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up exponentially 4. Acquisition is trivial. Activation and Retention are crucial. 5. It’s all about ROI and Speed >> Find out what works... fast
  38. 38. www.growthtribe.io
  39. 39. www.growthtribe.ioSource: Rob Moffat
  40. 40. www.grow.ac/london Behavioural Personas
  41. 41. www.grow.ac/london
  42. 42. www.grow.ac/london
  43. 43. www.grow.ac/london
  44. 44. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  45. 45. www.growthtribe.io
  46. 46. www.growthtribe.io “ Tactics grow from having the right process
  47. 47. www.growthtribe.io Process Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics
  48. 48. www.growthtribe.io Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
  49. 49. www.growthtribe.io
  50. 50. www.growthtribe.io GROW.AC/GROWS
  51. 51. www.growthtribe.io
  52. 52. www.growthtribe.io
  53. 53. www.growthtribe.io
  54. 54. www.growthtribe.io
  55. 55. www.growthtribe.io For Conversion Rate Optimization..
  56. 56. www.growthtribe.io BRASS
  57. 57. www.growthtribe.io
  58. 58. www.growthtribe.io 2 weeks maxMeasurable Tracked correctly
  59. 59. www.growthtribe.io
  60. 60. www.growthtribe.io
  61. 61. www.growthtribe.io
  62. 62. www.growthtribe.io
  63. 63. www.growthtribe.io
  64. 64. www.growthtribe.io
  65. 65. www.growthtribe.io
  66. 66. www.growthtribe.io
  67. 67. www.growthtribe.io
  68. 68. www.growthtribe.io
  69. 69. www.growthtribe.io
  70. 70. www.growthtribe.io
  71. 71. www.growthtribe.io
  72. 72. Get Shit Done! Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast, fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast, fix later Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  73. 73. www.growthtribe.io
  74. 74. www.growthtribe.io
  75. 75. www.growthtribe.io
  76. 76. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  77. 77. www.growthtribe.io The skillset of a the growth marketer
  78. 78. www.growthtribe.io Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  79. 79. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  80. 80. www.growthtribe.io Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  81. 81. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  82. 82. Awareness Getting people to visit your website Acquisition Getting them sign up or engage with the platform 50ms First Impression 5 seconds Attentional Filter 1-5min Tell me more..
  83. 83. Negative aging: “Leave quick or stay long” 97% of people just left
  84. 84. You have 5 seconds to answer.. What does this website do or offer? Why is it special? What is the USP?
  85. 85. 15%
  86. 86. 30%
  87. 87. 95%
  88. 88. 0%
  89. 89. 13%
  90. 90. 26%
  91. 91. 80%
  92. 92. 55%
  93. 93. Awareness Getting people to visit your website Acquisition Getting them sign up or engage with the platform 50ms First Impression 5 seconds Attentional Filter 1-5min Tell me more.. Social Ads Search Ads Videos Landing pages Email campaigns New features Content marketing Etc. etc.
  94. 94. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  95. 95. www.growthtribe.io Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  96. 96. www.growthtribe.io “If a Tesla can drive itself on autopilot at 70mph on the highway taking in all the surrounding environment inputs, we can help marketers do the same with all the data inputs they are analyzing.”
  97. 97. www.growthtribe.io
  98. 98. www.growthtribe.io Mega use case it predicts with 90% accuracy what will be sold within 30 days—that Otto allows it automatically to purchase around 200,000 items a month from third-party brands with no human intervention.
  99. 99. www.growthtribe.io - 72k emails - Female - Purchased in last 12 months
  100. 100. www.growthtribe.io 1.8% 1.1% +63%
  101. 101. www.growthtribe.io 98% didn’t convert… this was predictable
  102. 102. www.growthtribe.io 10% of the emails (=7200 emails)
  103. 103. www.growthtribe.io
  104. 104. www.growthtribe.io 70%+ likely to convert 40-70%+ likely to convert 0-40% likely to convert
  105. 105. www.growthtribe.io 70%-100% likely to convert 40-70%+ likely to convert 0-40% likely to convert Enrich data + Unsupervised learning for clustering “What’s wrong?” Exploration Recency = big deal!
  106. 106. www.growthtribe.io 7% conversion rate & Behavioural profiles
  107. 107. www.growthtribe.io Coding without front end skills
  108. 108. www.growthtribe.io Chat bots without code
  109. 109. www.growthtribe.io AB testing without statistics or JQuery
  110. 110. www.growthtribe.io Coding apps without backend skills
  111. 111. www.growthtribe.io Data preparation and modeling without Python or R
  112. 112. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  113. 113. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  114. 114. www.growthtribe.io Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
  115. 115. www.growthtribe.io Growth with AI course: grow.ac/aicourse
  116. 116. www.growthtribe.io www.growthtribe.io

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