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Growth hacking growth marketing talk at emerce eday 2016

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A talk about growth hacking, growth marketing, 5 second tests and how to build growth within organizations. This talk was given at the Emerce Eday summit in 2016

Published in: Marketing

Growth hacking growth marketing talk at emerce eday 2016

  1. 1. Building The Next Gen Of Growth Rockstars David Arnoux Head of Growth GrowthTribe www.growthtribe.io Twitter/Snapchat @growthtribe
  2. 2. “Growth comes from rapid execution, the right skillset and toolset..
  3. 3. “Marketers should be held to the same level of quality as developers..
  4. 4. Startups 3-month full-time growth hacking academy Students 3-month full-time growth hacking academy
  5. 5. HIGH GROWTH / HIGH POTENTIAL STARTUP
  6. 6. CorporatesConsulting and Academies Adult Education Crash-courses Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy
  7. 7. Tools Process + People Growth Hacking Transformation Pyramid Mindset Change Start here.. Kees van Nunen
  8. 8. The Mindset Of A “Growth Hacker” Place your screenshot here
  9. 9. Takeru Kobayashi
  10. 10. Takeru Kobayashi
  11. 11. “ If you’re growing a company today you better learn to eat hot dogs fast...
  12. 12. Paypal Source: ReferralCandy 100k users in the first month! 7-10% daily growth >> 100 million members 1 million march 2000 >> 5 million summer 2000 $10 $10 $10 $10
  13. 13. Paypal Paypal please
  14. 14. Famous examples
  15. 15. What do these have in common? Rapid Experimentation More than just marketing OPN (Other People’s Network)
  16. 16. Why is Growth Hacking Taking Over The World? Place your screenshot here
  17. 17. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated
  18. 18. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
  19. 19. Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank “Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure "Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
  20. 20. 250-3000 Ads per day
  21. 21. betalist.com
  22. 22. Why is Growth Hacking 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
  23. 23. Viral Channel Effectiveness
  24. 24. Why is Growth Hacking 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
  25. 25. ouch Source: Andrew Chen’s Blog
  26. 26. Retention trumps all...
  27. 27. Why is Growth Hacking 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
  28. 28. Source: Rob Moffat
  29. 29. Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  30. 30. OMTM Pirate Metrics Ideate Idea backlog Hard + Soft data Copy others + Go crazy Systemize or Productize the GROWTH process Experiment Doc Time boxing Design Test Minimum Viable Experiment P.I.E.S or B.R.A.S.S. Rank Prioritization Framework Cross-skilled teams Agile Scrum Execute! Get It Done!!! Learnings Analyze Hard and Soft Data
  31. 31. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data
  32. 32. Speed = WIN!
  33. 33. Speed = WIN! Growth Hack
  34. 34. So what is a Growth “Hacking” mix? Place your screenshot here
  35. 35. ““Growth hacking is generally a small data-driven and technical group tasked with figuring out how to scale the business.” -Some guy on the internet
  36. 36. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  37. 37. What Is Growth Hacking? Coding + Automation Creative Marketing UX improvement Conversion Rate Optimization GROWTH HACKING
  38. 38. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization GROWTH HACKING
  39. 39. Skills
  40. 40. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing GROWTH HACKING
  41. 41. Marketing Budget vs. Growth Budget $$$$$ $ $ $ $ start end Iterative learning
  42. 42. Experiment based approach
  43. 43. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan GROWTH HACKING
  44. 44. Soft data why?
  45. 45. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  46. 46. Growth vs. Marketing vs. Product Place your screenshot here
  47. 47. Growth vs. Marketing vs. Product GROWTH MARKETING PRODUCT MINDSET Experiments Campaigns Build OBJECTIVES Acquisition, Activation, Retention, Revenue, Referral Awareness, Acquisition Core Functionalities (Usage metrics + NPS) TEAM COMPO Multi-disciplinary (Marketing, Dev, Analyst, UX) Marketers Products Owners and Developers PROCESS Data driven experiments Campaigns Agile and Waterfall Source: 90% Brian Balfour
  48. 48. 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 Marketing Teams Growth Teams
  49. 49. 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
  50. 50. 250-3000 Ads per day
  51. 51. Negative aging: “Leave quick or stay long” 97% of people just left
  52. 52. You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services?
  53. 53. FAIL
  54. 54. FAIL
  55. 55. WIN
  56. 56. 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
  57. 57. “ The WOW moment
  58. 58. = Early signal of longer term retention
  59. 59. Famous wow moments Put at least 1 file in a folder Follow 30+ people 7 friends in 10 days Get someone to buy 3 times = average 11 purchases a year.
  60. 60. How many steps to your “WOW”? Reduce that number by 90%
  61. 61. Small tip…. Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. OMTM Hard + Soft data P.I.E.S or B.R.A.S.S. Experiment Doc Time boxing Cross-skilled teams Agile Scrum Pirate Metrics Flowchart OMTM(s) Learnings Systemize or Productize Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data Copy others + Go crazy the GROWTH process
  66. 66. The skillset of a growth hacker
  67. 67. The Growth TEAM 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
  68. 68. Read these!!!
  69. 69. grow.ac/emerce Tools, Books, Templates, Freebies
  70. 70. academy@growthtribe.nl Courses + Corporate Academy growthtribe.io
  71. 71. Snapchat/Twitter @darnocks Linkedin David Arnoux Letz be soshul media frundz

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