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London Growth Marketing Power Session @ London Startup Growth Meetup - 27 January 2017

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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: Data & Analytics
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London Growth Marketing Power Session @ London Startup Growth Meetup - 27 January 2017

  1. 1. www.grow.ac/london Growth Hacking - Power Session David Arnoux Twitter + Snapchat : darnocks
  2. 2. www.grow.ac/london Growth Tribe Philosophy Your livelihood depends on a mix of Quant, Tech and Creativity
  3. 3. www.grow.ac/london Slides + Free Ticket to our 2 Day Crash Course david@growthtribe.co.uk March 2-3 (all day) 1/50 chance to win
  4. 4. www.grow.ac/london
  5. 5. www.grow.ac/london The skillset of a the growth marketer
  6. 6. www.grow.ac/london Growth Tribe Philosophy Growth = rapid testing + the right toolset, skillset & mindset
  7. 7. www.grow.ac/london The Mindset Of A “Growth Hacker” Place your screenshot here
  8. 8. www.grow.ac/london Takeru Kobayashi
  9. 9. www.grow.ac/london Takeru Kobayashi
  10. 10. www.grow.ac/london Takeru Kobayashi
  11. 11. www.grow.ac/london “ If you’re growing a company today you better learn to eat hot dogs fast...
  12. 12. www.grow.ac/london Growth Hacking Famous Examples
  13. 13. What do these have in common? Creative (sometimes Sneaky) Cross-Skilled Growth Teams OPN (Other People’s Network)
  14. 14. 63 StartupsYoung Professionals 712 4206 Week Evening Course 2 Day Crash Course CorporatesIn-House
  15. 15. www.grow.ac/london Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  16. 16. www.grow.ac/london Why Are Growth Teams Taking Over The World? Place your screenshot here
  17. 17. www.grow.ac/london Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated
  18. 18. www.grow.ac/london
  19. 19. www.grow.ac/london 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. www.grow.ac/london 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. www.grow.ac/london 250-5000 Ads per day
  22. 22. www.grow.ac/london betalist.com
  23. 23. www.grow.ac/london 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 and tech are popping up exponentially
  24. 24. www.grow.ac/london Viral Channel Effectiveness
  25. 25. www.grow.ac/london Growth Tribe Philosophy More channels = More opportunities
  26. 26. www.grow.ac/london Existing Platforms Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  27. 27. www.grow.ac/london
  28. 28. www.grow.ac/london
  29. 29. www.grow.ac/london
  30. 30. www.grow.ac/london Quora
  31. 31. www.grow.ac/london Existing Platforms Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PRTraditional PR Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  32. 32. www.grow.ac/london A Short Startup PR Story..
  33. 33. www.grow.ac/london “ So we wanted to get some press...
  34. 34. www.grow.ac/london And give them 5000€ per month..
  35. 35. www.grow.ac/london “ Let’s try this ourselves...
  36. 36. www.grow.ac/london http://press.customerdevlabs.com/
  37. 37. www.grow.ac/london Hacking PR
  38. 38. www.grow.ac/london Delegate (Mechanical Turk or Upwork)
  39. 39. www.grow.ac/london PR Hacking 2 weeks + $450
  40. 40. www.grow.ac/london 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
  41. 41. 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
  42. 42. 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
  43. 43. www.grow.ac/london ouch Source: Andrew Chen’s Blog
  44. 44. www.grow.ac/london Negative aging: “Leave quick or stay long” 97% of people just left
  45. 45. www.grow.ac/london
  46. 46. www.grow.ac/london You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services?
  47. 47. www.grow.ac/london
  48. 48. www.grow.ac/london 15%
  49. 49. www.grow.ac/london 30%
  50. 50. www.grow.ac/london
  51. 51. www.grow.ac/london 55%
  52. 52. 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
  53. 53. www.grow.ac/london ouch Source: Andrew Chen’s Blog
  54. 54. www.grow.ac/london = Early signal of longer term retention
  55. 55. www.grow.ac/london “ The WOW moment
  56. 56. www.grow.ac/london
  57. 57. www.grow.ac/london
  58. 58. www.grow.ac/london Small tip…. Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  59. 59. www.grow.ac/london
  60. 60. www.grow.ac/london
  61. 61. www.grow.ac/london
  62. 62. www.grow.ac/london
  63. 63. www.grow.ac/london
  64. 64. www.grow.ac/london
  65. 65. www.grow.ac/london
  66. 66. www.grow.ac/london 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
  67. 67. www.grow.ac/london The skillset of a the growth marketer
  68. 68. www.grow.ac/london
  69. 69. 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)
  70. 70. www.grow.ac/london
  71. 71. www.grow.ac/london Video: grow.ac/grows
  72. 72. www.grow.ac/london
  73. 73. www.grow.ac/london
  74. 74. www.grow.ac/london
  75. 75. www.grow.ac/london
  76. 76. www.grow.ac/london
  77. 77. www.grow.ac/london
  78. 78. www.grow.ac/london
  79. 79. www.grow.ac/london
  80. 80. www.grow.ac/london 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
  81. 81. www.grow.ac/london Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
  82. 82. www.grow.ac/london
  83. 83. www.grow.ac/london
  84. 84. www.grow.ac/london Sentient.ai
  85. 85. www.grow.ac/london
  86. 86. www.grow.ac/london grow.ac/london

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