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Technical Marketing and Growth Hacking Low Hanging Fruit

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Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. This deck was presented by our head of growth, David Arnoux, at 2016's Digital Elite Camp in Tallinn, Estonia. In his talk, David covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.

As David says, "Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills."

Check out www.growthtribe.io for crash courses, no-bullshit workshops and a free email course.

Published in: Marketing

Technical Marketing and Growth Hacking Low Hanging Fruit

  1. 1. Technical Marketing and Growth Hacking low hanging fruit David Arnoux Head of Growth GrowthTribe www.growthtribe.io Twitter/Snapchat @growthtribe
  2. 2. Takeru Kobayashi
  3. 3. Takeru Kobayashi
  4. 4. “ If you’re growing a company today you better learn to eat hot dogs fast...
  5. 5. Startups Students Full-time Academy Full-time Academy
  6. 6. HIGH GROWTH / HIGH POTENTIAL STARTUP Increase Conversions Reduce CAC Find new channels Change mindset Retention
  7. 7. Startups Students Full-time Academy Full-time Academy Adult Education Crash-courses CorporatesConsulting and Academies
  8. 8. Startups Students Full-time Academy Full-time Academy Adult Education Crash-courses CorporatesConsulting and Academies Royal Family Workshops and consulting
  9. 9. www.growthtribe.io Don’t visit this website
  10. 10. What’s On The Menu? WTF is growth hacking anyway? Deliciously low hanging fruits..
  11. 11. Growth Hacking Growth Marketing Technical Marketing Growth
  12. 12. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan
  13. 13. What Is Growth Hacking? Coding + Automation Creative Marketing UX improvement Conversion Rate Optimization
  14. 14. The Brain Of A “Growth Hacker” Place your screenshot here
  15. 15. Udemy
  16. 16. Story I hate...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
  17. 17. Story I love...Paypal Paypal please
  18. 18. Famous examples
  19. 19. What do most of these have in common?
  20. 20. What do these have in common? Creative or Sneaky (not sustainable) Quite Technical OPN (Other People’s Network)
  21. 21. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization GROWTH HACKING
  22. 22. Today’s Marketer
  23. 23. “Marketers should be held to the same level of quality as developers. We teach technical growth skills.
  24. 24. Can’t code… don’t worry
  25. 25. Growth hackquisition
  26. 26. 2 Days 30€ Unlimited leads
  27. 27. Then what?
  28. 28. Pre-heat the cold leads on Twitter and Linkedin 1 week + $145
  29. 29. Blockspring Playbook Infinite Leads :D blockspring Clearbit API Email Hunter API Twitter Custom Audiences Crystal Knows Dedicated Landing Page SALES $$$
  30. 30. Sli.do Playbook Python script Proxy API Email Course Email Leads (Or Tor) 0 email leads
  31. 31. So how do we come up with these?
  32. 32. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing GROWTH HACKING
  33. 33. 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
  34. 34. Experiment based approach
  35. 35. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?
  36. 36. Hard data - Segmental Analysis What behavioural segments are more valuable? Can we predict their behaviour? Recency, Frequency, Monetary
  37. 37. Soft data why?
  38. 38. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan GROWTH HACKING
  39. 39. 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
  40. 40. 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
  41. 41. “What to do when you’ve only got 3 months to make a difference?
  42. 42. LOW HANGING FRUITS (that work 9/10 times)
  43. 43. Low Hanging Fruit #1
  44. 44. 250-3000 Ads per day
  45. 45. betalist.com
  46. 46. BJ Fogg Model
  47. 47. Negative aging: “Leave quick or stay long” 97% of people just f#$%ed off
  48. 48. You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services?
  49. 49. FAIL
  50. 50. WIN
  51. 51. You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services? 60% 20%
  52. 52. www.usabilityhub.com
  53. 53. Not much traffic and want to A/B test? Go big or go home.. Low Hanging Fruit #2
  54. 54. Landing Page Optimization is for babies… Retention optimization is for grown ups Low Hanging Fruit #3
  55. 55. Company A: 5 mio users/month 80% monthly retention Company B: 2 mio users/month 95% monthly retention
  56. 56. Company A: 5 mio users/month 80% monthly retention >> 25 million users Company B: 2 mio users/month 95% monthly retention >> 34 million users
  57. 57. But... Retention takes forever to test..
  58. 58. Early signal shitty longer term retention
  59. 59. To optimize retention = Identify and optimize for the wow moment Low Hanging Fruit #4
  60. 60. The WOW moment “Wow...this will improve my life”
  61. 61. Famous wow moments 1-day retention Put at least 1 file in a folder + see link Follow 30+ people 7 friends in 10 days Get someone to buy 3 times = average 11 purchases a year.
  62. 62. How to determine your wow moment? Guess
  63. 63. How to determine your wow moment? Guess Collect Data (Hard and Soft)
  64. 64. Use this template: growthtri.be/wow
  65. 65. Watch a bunch of user recording videos at 4x speed What did they do? What didn’t they do? VS. Retained Gone forever
  66. 66. How to determine your wow moment? Guess Ask a data scientist Analyze by hand…then guess
  67. 67. Tip: How many steps to your “WOW”?
  68. 68. How many steps to your “WOW”? 1. Reduce that number by 90% 2. Segment the WOW
  69. 69. Fruit #5 Flip the funnel..
  70. 70. Flip the funnel Acquisition Activation (WOW) Retention Referral Revenue Awareness Activation (WOW) Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  71. 71. Fruit #6 Engineered marketing is quick and easy
  72. 72. Hubspot Website Grader
  73. 73. Online Dialogue Calculators
  74. 74. Crew’s Case Study
  75. 75. Crew’s Story
  76. 76. https://crew.co/labs/
  77. 77. grader.growthtribe.io
  78. 78. grader.growthtribe.io
  79. 79. Prediction..
  80. 80. Prediction.. Machine learning will slowly automate 50% of marketer’s jobs Learn to leverage them..
  81. 81. If you’re here you should already have read these..
  82. 82. And now read these...
  83. 83. Tools Tools Tools
  84. 84. Come Speak in Amsterdam
  85. 85. growthtri.be/e-course
  86. 86. Twitter @darnocks Linkedin David Arnoux Let’s be soshul media friendz

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