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London Growth Marketing Meetup - David Arnoux, Co-Founder Growth Tribe - 17 March 2017

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London Growth Marketing Meetup - David Arnoux, Co-founder Growth Tribe - 17 March 2017

https://www.meetup.com/London-Growth-Marketing/

Building great products isn't enough. Marketing channels are saturated. Growth Marketing skills help you beat the competition and develop your products.

In this session, David Arnoux, co-founder of Europe's 1st Growth Hacking Academy 'Growth Tribe', walks you through the mindset, process & tools to implement an experiment-driven approach to growth in your organization.

About David Arnoux (Growth Tribe):
David Arnoux is a growth marketing expert. He has helped over 500 companies & teams implement and execute growth strategies. He is currently head of growth at Growth Tribe and lead growth hacker at Twoodo, growth coach for startups and corporates, a public speaker and a contributor to publications such as The Next Web. Come follow him on Twitter! @darnocks

Published in: Education

London Growth Marketing Meetup - David Arnoux, Co-Founder Growth Tribe - 17 March 2017

  1. 1. www.grow.ac/london grow.ac/london
  2. 2. www.grow.ac/london Growth Marketing - Power Session Linkedin: David Arnoux Twitter + Snapchat : darnocks
  3. 3. www.grow.ac/london Growth Tribe Philosophy Everyone in the organisation should have tech + quant + creative skills
  4. 4. www.grow.ac/london T-shaped Players
  5. 5. 3-Month Academy StartupsYoung Professionals
  6. 6. High Growth / High Potential Startup
  7. 7. Classes 3-Month Academy Startups 6 Week Evening Course Young Professionals 2 Day Crash Course
  8. 8. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  9. 9. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  10. 10. Corporates Classes 3-Month Academy Startups 6 Week Evening Course On-Site Young Professionals In-House 2 Day Crash Course
  11. 11. Some Of Our Clients: A Mix Of Startups And Corporates
  12. 12. www.grow.ac/london Growth Tribe Philosophy Growth comes from rapid testing using the right process, toolset, mindest...
  13. 13. www.grow.ac/london The Mindset Of The “Growth Marketer” Place your screenshot here
  14. 14. www.grow.ac/london Takeru Kobayashi
  15. 15. www.grow.ac/london Takeru Kobayashi
  16. 16. www.grow.ac/london “If you’re growing a company today you better learn to eat hot dogs faster or differently...
  17. 17. www.grow.ac/london Growth Hacking Famous Examples
  18. 18. What do these have in common? Creative (sometimes Sneaky) Cross-Skilled Growth Teams OPN (Other People’s Network)
  19. 19. www.grow.ac/london Why Are Growth Teams Taking Over The World? Place your screenshot here
  20. 20. www.grow.ac/london Why is Growth Marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated
  21. 21. www.grow.ac/london
  22. 22. www.grow.ac/london 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
  23. 23. www.grow.ac/london 250-5000 Ads per day
  24. 24. www.grow.ac/london betalist.com
  25. 25. www.grow.ac/london 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
  26. 26. www.grow.ac/london Viral Channel Effectiveness
  27. 27. www.grow.ac/london Growth Tribe Philosophy More channels = More opportunities
  28. 28. www.grow.ac/london
  29. 29. www.grow.ac/london
  30. 30. www.grow.ac/london
  31. 31. www.grow.ac/london 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. Traffic is trivial. Activation and Retention are crucial
  32. 32. www.grow.ac/london 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
  33. 33. www.grow.ac/london 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
  34. 34. www.grow.ac/london Psychographic Personas - Organise leads - Make work easier - Increase conversion Outgoing, extrovert. Critical. Dislikes change. - Trouble searching for leads in his CRM - Scores leads by hand - Emails his team for information - Follows Grant Cardone - Facebook - Reddit - Slack Fred, 31 Sales/commercial manager 50+ company
  35. 35. www.grow.ac/london 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
  36. 36. www.grow.ac/london Negative aging: “Leave quick or stay long” 97% of people just left
  37. 37. www.grow.ac/london
  38. 38. www.grow.ac/london You have 5 seconds to answer.. What does this website do or offer? Why is it special? What is the USP?
  39. 39. www.grow.ac/london
  40. 40. www.grow.ac/london 15%
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  43. 43. www.grow.ac/london 30%
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  45. 45. www.grow.ac/london 80%
  46. 46. www.grow.ac/london
  47. 47. www.grow.ac/london 55%
  48. 48. www.grow.ac/london 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
  49. 49. www.grow.ac/london 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 Lagging indicator
  50. 50. www.grow.ac/london 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 Leading indicator
  51. 51. www.grow.ac/london Early signal of longer term retention
  52. 52. www.grow.ac/london
  53. 53. www.grow.ac/london What to focus on? Users try out a lot of apps but decide which ones they want to ‘stop using’ within the first 3-7 days. The key to success is to get the users hooked during that critical first 3-7 day period. - Andrew Chen
  54. 54. www.grow.ac/london “ The WOW moment
  55. 55. www.grow.ac/london
  56. 56. www.grow.ac/london
  57. 57. www.grow.ac/london
  58. 58. www.grow.ac/london Famous wow moments 2000 messages sent in team Put at least 1 file in a folder Follow 30+ people Free demo Get someone to buy 3 times = average 11 purchases a year.
  59. 59. www.grow.ac/london How to determine your wow moment? Guess
  60. 60. www.grow.ac/london
  61. 61. www.grow.ac/london
  62. 62. www.grow.ac/london How to determine your wow moment? Guess Collect Data (Hard and Soft)
  63. 63. www.grow.ac/london Analyze By Hand
  64. 64. www.grow.ac/london
  65. 65. www.grow.ac/london
  66. 66. www.grow.ac/london Watch a bunch of user recording videos at 4x speed What did they do? What they didn’t do? VS. Retained Gone forever
  67. 67. www.grow.ac/london How to determine your wow moment? Guess Ask a data scientist Analyze by hand…
  68. 68. www.grow.ac/london
  69. 69. www.grow.ac/london Running Regression Analysis
  70. 70. www.grow.ac/london
  71. 71. www.grow.ac/london Small tip…. Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
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  80. 80. www.grow.ac/london
  81. 81. www.grow.ac/london “ The proof is in the pudding… Let your users have a bite.
  82. 82. www.grow.ac/london ● Button click ● Scroll ● Play Video ● Downloading a file ● Loading of Ajax, JavaScript or flash contents ● Loading of a dynamically generated webpage ● Loading of pop-ups, light boxes ● Loading of a flash video on a webpage ● Scrolling down the page ● Viewing of a flash video ● Viewing video footage of certain length ● Clicking on a video’s play/pause/stop button ● Interaction with a gadget ● Clicking on an image or a link ● Abandonment of a form ● Log-ins ● Sharing/printing a blog post, article, video or image ● Button click ● Scroll ● Clicking on an image or a link ● Use feature
  83. 83. www.grow.ac/london 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. You need a process...
  84. 84. www.grow.ac/london
  85. 85. www.grow.ac/london Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  86. 86. www.grow.ac/london
  87. 87. www.grow.ac/london grow.ac/grows
  88. 88. www.grow.ac/london
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  95. 95. www.grow.ac/london Lead Time 2
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  99. 99. www.grow.ac/london
  100. 100. www.grow.ac/london Small Reminder 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 Awareness Getting people to visit your websiteBRASS
  101. 101. www.grow.ac/london BRASS
  102. 102. www.grow.ac/london Small Reminder 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 Awareness Getting people to visit your website PIES
  103. 103. www.grow.ac/london PIES
  104. 104. www.grow.ac/london SCALABILITY PIES SCORE
  105. 105. www.grow.ac/london
  106. 106. www.grow.ac/london To verify that we will... ● Who is the target audience? ● What do you want them to do? ● Why should they do it? ● How long will it take to test? (we recommend max 2 weeks) ● Add segmentation criteria? ● How big are sample sizes? ● Any budget involved? ● Can we test this in a sandbox environment? ● Can we test this off-brand? ● What type of test is this? Clear description
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  108. 108. www.grow.ac/london grow.ac/grows
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  124. 124. www.grow.ac/london Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
  125. 125. www.grow.ac/london Sentient.ai
  126. 126. www.grow.ac/london Sentient.ai
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  129. 129. www.grow.ac/london grow.ac/london

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