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Digital marketing from a startup founder point of view - Brussels Meetup

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Digital Marketing overview from a startup founder point of view: sales funnel/AARRR, acquisition channels, marketing metrics, growth hacking, marketing tools & stacks, marketing plans,...

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Digital marketing from a startup founder point of view - Brussels Meetup

  1. 1. Co-learning: Digital Marketing Brussels Meetup 4 September 2018 www.ingeniousminds.be Mohsin El Khamlichi Mahery Razafindrazaka
  2. 2. « I can’t tell you how to succeed (yet). I can tell you how to avoid failure (at least some forms of it) » www.ingeniousminds.be 2
  3. 3. 3be.linkedin.com/in/mohsinelkhamlichi/ www.destinationriche.com Mohsin El Khamlichi mohsin@ingeniousminds.be 15+ years in IT: Project/Team Management, CIO, Intrapreuneurship 5+ years: Personal Development 4+ years: Startup founder ~1 year: Growth Manager www.ingeniousminds.be Life Success Business Success
  4. 4. • World of Startup • Sales Funnel /AARRR • Acquisition Channels • Marketing Metrics • Growth Hacking • Marketing Tools & Stack • Marketing Plan • Demos www.ingeniousminds.be 4 Agenda
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  6. 6. www.ingeniousminds.be 6 « Lean analytics »from Alistair Croll & Benjamin Yoskovitz
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  8. 8. Problem-Solution fit : You have a problem worth solving and your solution rings a bell with customer. You know you have a fit when people want to write a cheque or get on your queue for a product that does not exist. Product-Market fit : The solution you have made is well received by your identified early adopters. You know you have product market fit when 80% of early adopters can easily flow through your acquisition funnel www.ingeniousminds.be 8
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  11. 11. Me, 5 years ago  www.ingeniousminds.be 11 https://vimeo.com/282010325
  12. 12. www.ingeniousminds.be 12 Source : Ash Maurya
  13. 13. www.ingeniousminds.be 13 Source : Bill Gross
  14. 14. www.ingeniousminds.be 14 Source : Bill Gross
  15. 15. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 15
  16. 16. Sales funnel : AARRR www.ingeniousminds.be 16
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  22. 22. www.ingeniousminds.be 22 Source : Pierre Lechelle
  23. 23. www.ingeniousminds.be 23 Source : Pierre Lechelle
  24. 24. www.ingeniousminds.be 24 Source : Pierre Lechelle
  25. 25. www.ingeniousminds.be 25 Source : Ash Maurya
  26. 26. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 26
  27. 27. Channels www.ingeniousminds.be 27
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  29. 29. www.ingeniousminds.be 29 Source : Gabriel Weinberg
  30. 30. www.ingeniousminds.be 30 Source : Gabriel Weinberg
  31. 31. www.ingeniousminds.be 31 Source : Gabriel Weinberg
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  34. 34. www.ingeniousminds.be 34 Source : Brian Balfour
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  36. 36. www.ingeniousminds.be 36 Source : Sean Ellis
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  38. 38. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 38
  39. 39. Marketing Metrics www.ingeniousminds.be 39
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  42. 42. • Total Addressable Market (TAM): TAM is a way to quantify the market size/ opportunity. • LTV (Life Time Value): Lifetime value is the present value of the future net profit from the customer over the duration of the relationship. It helps determine the long-term value of the customer and how much net value you generate per customer after accounting for customer acquisition costs (CAC). • CAC (Customer Acquisition Cost):Customer acquisition cost or CAC should be the full cost of acquiring users, stated on a per user basis • Churn:Monthly unit churn = lost customers/prior month total • ARR ≠ Annual Run Rate: when software businesses use ARR, they mean annual recurring revenue, NOT annual run rate. • Average Revenue Per User (ARPU): ARPU is defined as total revenue divided by the number of users for a specific time period, typically over a month, quarter, or year. • ARR (annual recurring revenue) is a measure of revenue components that are recurring in nature. It should exclude one-time (non-r • MRR (monthly recurring revenue): Often, people will multiply one month’s all-in bookings by 12 to get to ARR. Common mistakes with this method include: (1) counting non-recurring fees such as hardware, setup, installation, professional services/ consulting agreements; (2) counting bookings (see #1).ecurring) fees and professional service fees. • Active Users : when measuring your active users are to: (1) clearly define it; (2) make sure it’s a true representation of “activity” on your platform; and (3) be consistent in applying that definition. In social and mobile platforms, common metrics of measure for activity are MAUs (monthly active users), WAUs (weekly active users), DAUs (daily active users), and HAUs (hourly active users). www.ingeniousminds.be 42
  43. 43. • Gross Margins: Gross margin — which is a company’s total sales revenue minus cost of goods sold • Sell-Through Rate & Inventory Turns: number of units sold in a period divided by the number of items at the beginning of the period • Network Effects: Simply put, a product or service has a network effect when it becomes more valuable as more people use it/ devices join it (think of examples like the telephone network, Ethernet, eBay, and Facebook). • Virality: Where network effects measure the value of a network, virality is the speed at which a product spreads from one user to another. Virality is often measured by the viral coefficient or k-value — how much users of a product get other people to use the product [average number of invitations sent by each existing user * conversion rate of invitation to new user]. The bigger the k-value, the more this spread is happening. • Economies of Scale (“Scale”): imply that the product becomes cheaper to produce as business increases in size and output. • Net Promoter Score (NPS): metric used to gauge customer satisfaction and loyalty to your offering. It is based on asking How likely is it that you would recommend our company/product/service to a friend or colleague? • Cohort Analysis : Cohort analysis breaks down activities/ behavior of groups of users (“cohorts”) over a specific period of time that makes sense for your business — for example, everyone who signed up for your service in the first week of January — and then follows this group of users longer term: Who’s still using your product after 1 month, 3 months, 6 months, and so on? www.ingeniousminds.be 43
  44. 44. www.ingeniousminds.be 44 Source : David Skok
  45. 45. www.ingeniousminds.be 45 Source : David Skok
  46. 46. www.ingeniousminds.be 46 Source : Eazl Courses
  47. 47. www.ingeniousminds.be 47 Source : Eazl Courses
  48. 48. www.ingeniousminds.be 48 Source : Eazl Courses
  49. 49. www.ingeniousminds.be 49 Source : Eazl Courses
  50. 50. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 50
  51. 51. Growth hacking www.ingeniousminds.be 51
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  53. 53. Hack Acquisition www.ingeniousminds.be 53 Source : Omar Mohout
  54. 54. Hack Acquisition www.ingeniousminds.be 54 Source : Omar Mohout
  55. 55. www.ingeniousminds.be 55 Source : Omar Mohout
  56. 56. www.ingeniousminds.be 56 Ash Maurya
  57. 57. www.ingeniousminds.be 57 Source : Omar Mohout
  58. 58. www.ingeniousminds.be 58 Source : Growth Tribes
  59. 59. www.ingeniousminds.be 59 Source : Growth Tribes
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  62. 62. www.ingeniousminds.be 62 Source : Growth Tribes
  63. 63. www.ingeniousminds.be 63 Source : Growth Tribes
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  65. 65. www.ingeniousminds.be 65 Source : Growth Tribes
  66. 66. www.ingeniousminds.be 66 Source : Growth Tribes
  67. 67. www.ingeniousminds.be 67 Source : Sean Ellis
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  71. 71. www.ingeniousminds.be 71 Source : Sean Ellis
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  73. 73. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 73
  74. 74. Marketing Tools & Stacks www.ingeniousminds.be 74
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  76. 76. 76www.ingeniousminds.be Source : SmartInsights
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  80. 80. www.ingeniousminds.be 80 Source : Eazl
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  82. 82. The $0 Marketing Stack 1. Social Media Scheduling: Buffer Also free: Hootsuite (free for your first 3 social profiles) 2. Design: Canva Also free: Pablo, Gimp, Pic Monkey 3. Real-time Analytics: Google Analytics Also free: Go Squared (free for the first 100 visitors and 1,000 data points), MixPanel (free for 25,000 events per month) 4. Website optimization: Hotjar Also free: Inspectlet (free for 100 recorded sessions), SumoMe Content Analytics 5. Reports: Simply Measured Also free: Followerwonk, SumAll’s free version 6. SEO: Open Site Explorer Also free: SEO Book, Screaming Frog SEO Spider, Keyword Tool www.ingeniousminds.be 82
  83. 83. The $0 Marketing Stack 7. CRM: Charlie Also free: HubSpot’s Free CRM, Norbert 8. Lead generation and pop up tool: HubSpot Marketing Free Also free: Hello Bar, SumoMe 9. Landing Pages: WordPress Also free: Unbounce free plan (includes Unbounce branding) 10. Twitter management: Crowdfire Also free: Tweepi, Manage Flitter 11. Blogging: Medium Also free: WordPress.com, Blogger 12. Video: Wistia Also free: YouTube, Vimeo www.ingeniousminds.be 83
  84. 84. The $0 Marketing Stack 13. Share buttons: SumoMe Share Also free: Digg Digg , Flare 14. Analytics: Segment 15. Testing: Peek Also free: Optimizely free plan 16. Free Website Analysis Tools : QuickSprout is a really comprehensive website audit, social media analysis and competitor report, all in one. 17. HubSpot’s Website Grader gives you the overall performance and “grade” of your website based on mobile factors, SEO, security, speed, and performance, plus tips on how to improve your website… www.ingeniousminds.be 84
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  86. 86. OFFLINEOFFLINE 86
  87. 87. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 87
  88. 88. Marketing plan www.ingeniousminds.be 88
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  92. 92. www.ingeniousminds.be 92 Source : Allan Dib
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  94. 94. www.ingeniousminds.be 94 Source : SmartInsights
  95. 95. 95www.ingeniousminds.be Source : SmartInsights
  96. 96. Let’s discuss & share experience, ideas, knowledge… www.ingeniousminds.be 96
  97. 97. Demos www.ingeniousminds.be 97

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