Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Growth marketing for corporates - Intro session - ING innovation leaders

1,131 views

Published on

A recent talk give by Growth Tribe to the heads of innovation at ING... the talk covers growth hacking for corporates, growth marketing for corporates and how growth marketing fits within a digital transformation strategy,

Published in: Marketing
  • Be the first to comment

Growth marketing for corporates - Intro session - ING innovation leaders

  1. 1. Growth “Hacking” For Corporates 1hr Power Session David Arnoux Head of Growth www.growthtribe.io
  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. Adult Education Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses
  7. 7. Adult Education Startups Students Corporates 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses Consulting and Academies
  8. 8. Tools Process + People Growth Hacking Transformation Pyramid Mindset Change Start here.. Kees van Nunen
  9. 9. The Mindset Of A “Growth Hacker” Place your screenshot here
  10. 10. Takeru Kobayashi
  11. 11. Takeru Kobayashi
  12. 12. “ If you’re growing a company today you better learn to eat hot dogs fast...
  13. 13. 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
  14. 14. Paypal Paypal please
  15. 15. Famous examples
  16. 16. What do these have in common? Rapid Experimentation More than just marketing OPN (Other People’s Network)
  17. 17. Why is Growth Hacking Taking Over The World? Place your screenshot here
  18. 18. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated
  19. 19. 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
  20. 20. 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
  21. 21. 250-3000 Ads per day
  22. 22. betalist.com
  23. 23. Debundling of banks
  24. 24. Global Fintech Landscape : bit.ly/gtfintech
  25. 25. 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
  26. 26. Viral Channel Effectiveness
  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
  28. 28. ouch Source: Andrew Chen’s Blog
  29. 29. Retention trumps all...
  30. 30. Retention trumps all...
  31. 31. Retention trumps all...
  32. 32. 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. Available Tools + Data = It’s all about ROI and Speed >> Remove waste
  33. 33. Source: Rob Moffat
  34. 34. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are key 5. It’s all about ROI >> Remove waste 6. Growth hacking allows to reduce product and market risk for new products
  35. 35. Market Product Exploration (Searching) Validation (Yes/No) Who is our customer? What are their pains? What are the “jobs to be done”? Is our target audience too vague? How do we find them? How can we solve this problem? How important is design? What is our MVP? Which features are the most important? How to prioritize? How do we trigger them? Will they sign up? Are they willing to pay? How much will they pay? How do we convince them to buy? What is our customer acquisition cost? Can we scale marketing? Is this solution working? Is it a motivation or usability issue? Are people using it correctly? Which solution is better? How should we optimize this part of the funnel? What do people like / dislike? Why do they do that?
  36. 36. Market Product Exploration (Searching) Validation (Yes/No) Who is our customer? What are their biggest pains? What are the “jobs to be done”? Is our target audience too vague? How do we find them? How can we solve this problem? How important is design? What is our MVP? Which features are the most important? How to prioritize? How do we trigger them? Will they sign up? Are they willing to pay? How much will they pay? How do we convince them to buy? What is our customer acquisition cost? Can we scale marketing? Is this solution working? Is it a motivation or usability issue? Are people using it correctly? Which solution is better? How should we optimize this part of the funnel? What do people like / dislike? Why do they do that?
  37. 37. 3 people 2 weeks 1400€
  38. 38. Market Product Exploration (Searching) Validation (Yes/No) Who is our customer? What are their biggest pains? What are the “jobs to be done”? Is our target audience too vague? How do we find them? How can we solve this problem? How important is design? What is our MVP? Which features are the most important? How to prioritize? How do we trigger them? Will they sign up? Are they willing to pay? How much will they pay? How do we convince them to buy? What is our customer acquisition cost? Can we scale marketing? Is this solution working? Is it a motivation or usability issue? Are people using it correctly? Which solution is better? How should we optimize this part of the funnel? What do people like / dislike? Why do they do that?
  39. 39. 4 people 2 weeks 900€
  40. 40. Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  41. 41. OMTM Pirate Metrics OMTM(s) 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
  42. 42. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data
  43. 43. Speed = WIN!
  44. 44. Speed = WIN! Growth Hack
  45. 45. So what is a Growth “Hacking” mix? Place your screenshot here
  46. 46. ““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
  47. 47. 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
  48. 48. What Is Growth Hacking? Coding + Automation Creative Marketing UX improvement Conversion Rate Optimization
  49. 49. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization GROWTH HACKING
  50. 50. Skills
  51. 51. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing GROWTH HACKING
  52. 52. Marketing Budget vs. Growth Budget $$$$$ $ $ $ $ start end Iterative learning
  53. 53. Experiment based approach
  54. 54. Hard data - Conversion Funnels Are people signing up? Are people being activated?
  55. 55. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?
  56. 56. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan GROWTH HACKING
  57. 57. Behavioural Psychology
  58. 58. Soft data why?
  59. 59. 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
  60. 60. AB Testing vs. = Clicks on Signup (notify me/register) PVs Clicks on "sign up" Conver sion Rate myT 66000 550 0.83% V2 29190 1780 6.10% 732 % +732%
  61. 61. Growth vs. Marketing vs. Product Place your screenshot here
  62. 62. 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
  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 Marketing Growth
  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. 250-3000 Ads per day
  66. 66. Negative aging: “Leave quick or stay long” 97% of people just left
  67. 67. You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services?
  68. 68. FAIL
  69. 69. FAIL
  70. 70. WIN
  71. 71. 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
  72. 72. “ The WOW moment
  73. 73. = Early signal of longer term retention
  74. 74. 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.
  75. 75. Small tip…. Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  76. 76. WOW this is awesome!
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. The skillset of a growth hacker
  82. 82. 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
  83. 83. Read these!!!
  84. 84. Our Free email course growthtri.be/e-course Website www.growthtribe.io
  85. 85. Twitter @darnocks Linkedin David Arnoux

×