Growth Hacking for Agile Marketing Meetup


Published on

Atlassian CMO Paul Willard presents some of his growth hacking philosophy to the San Francisco Agile Marketing Meetup in November, 2012.

Published in: Technology

Growth Hacking for Agile Marketing Meetup

  1. 1. Distribution viaContinuous ImprovementFeedback LoopsGrowth Hacking for the Agile Marketing MeetupPaul Willard, Atlassian CMO • 11/27/2012
  2. 2. Me• Boeing Engineer • 7 years writing code • Learned Japanese manufacturing concepts Marketing Growth Development Hacking• Product Management • Customer acquisition products • A/B testing
  3. 3. Distribution• Startups need technology, product, and distribution• Many fail on distribution • Myth: If you build it, they will come • Fact: The best distribution won
  4. 4. Unicorns & Viral Supernovas• Most products do not have a target market of everyone • Nuclear chain reactions & explosive virality are difficult to achieve without concentration • Virality should not be THE plan
  5. 5. Learn to Fail• Most ideas will not work• Don’t invest too much in any one idea – no epic fails• Planned failure - fast, cheap
  6. 6. Change – The Only Constant Birth and death timeline instead?• New media, channels, and platforms come and go quickly • Social, mobile, tablet, Pinterest, Groupon • AOL, Yahoo, MySpace, Display, Palm Pre, BlackBerry, Meebo, hotmail, . . .• Tech know how and flexibility needed to apply new sources, data, API’s
  7. 7. The Only Charts You Need Acquisition Exponential Cohort Curves Lifetime Value ($)Customers Month Months as Customer
  8. 8. The Growth Machine• Test quick, cheap, and dirty • Released vs polished • Front end flexibility • Standardize reporting• Measure LTV • Conversion is not good enough • Model it from twitchy data
  9. 9. Feedback Loops• Acquisition exponential • Eyeballs • Conversion Funnel• Never stop what is working, be incremental & relentless
  10. 10. Kanban Team• Prioritize releasing • Cadence - 2 / person week • Drop things that don’t work • Put more into things that do• 2 Backlogs • New eyeballs to product • Conversion A/B testing
  11. 11. How much should I spend?• 12 month break even Allowable • Conservative Lifetime Value ($) • Estimating is ok • Virality • Model LTV for each channel or even campaign Months as Customer
  12. 12. A/B Testing - A Practical Guide• Hypothesis Testing Equation • Myth: A vs B, best one wins • Reality: Look at distribution, segmentation, learn about the market, and dream up C• Conversion = Desire - Friction
  13. 13. Desire• Behavioral design: Read Cialdini, Dan Ariely, Nir Ayal• Examples • Headlines • An authentic solution • Ask customer what they want
  14. 14. Friction• UX testing useful for friction• Minimize ambiguity through good design • Speed • Call to action - placement, color, shape • Grouping, contrast, IA
  15. 15. Product as Designer Drug• Get your market hooked • Their fix = problem solved • Eliminate all friction• Test conversion to “fix”• Qualitative methods
  16. 16. Cohorts• Do not A/B test your core Test impact on LTV repeat usage product • UX testing to show problems Lifetime Value ($) • Offer beta - to a subpop • Test newsletters, cross-sell/up- sell messaging, tutorials, first time user flows, etc • Find twitchy measures of Months as Customer success