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Growth Hacking Conference '17 - Antwerp

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How to build a Growth team from scratch.

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Growth Hacking Conference '17 - Antwerp

  1. 1. How To Build a Growth Team From Scratch  Thibault Imbert Head of Growth | Adobe Spark
  2. 2. What is Spark? Adobe Spark
  3. 3. What is Spark? Pros Market Expansion
  4. 4. What is Spark? Creative Cloud
  5. 5. If everyone is doing it, no one really does
  6. 6. We all care about Growth! What we saw
  7. 7. We all care about Growth! What we saw Release/Launch
  8. 8. We all care about Growth! What we saw Release/Launch Dammit, let’s ship this!
  9. 9. We all care about Growth! What we saw Release/Launch Dammit, let’s ship this! Revenue Activation Retention Acquisition We all care about Growth again!
  10. 10. Any ETA on the new instrumentation? PM/PMM We have these features for the June release first This will have to go on the backlog EM Product First attempt
  11. 11. First attempt
  12. 12. This just does not work
  13. 13. How do you create a Growth team?
  14. 14. 1
  15. 15. It starts with organic retention You can’t grow a crappy product
  16. 16. So if you don’t have product market fit It is too early to think about Growth, solve a problem first
  17. 17. Are people using your product? Don’t be prisoner of the north star metric Beware of vanity metrics (Downloads, Signups, MAUs) Look at 1-mo RR
  18. 18. 2
  19. 19. Start small
  20. 20. You probably won’t be given a team directly Team up with one member or two Look for low hanging fruits Early wins are worth more than a pitch
  21. 21. 3
  22. 22. Get executive sponsorship
  23. 23. “A demo is worth a thousand meetings”
  24. 24. The same applies to Growth
  25. 25. It is about a long term Growth strategy It will be like running a marathon You will never be done It’s not about hacking It’s just good marketing
  26. 26. If an experiment fails, you are still learning Inconclusive result is not learning
  27. 27. 4
  28. 28. Find the right people
  29. 29. Mindset > Skills Driven by results, not tech Promote small experiments vs big projects Customer empathy Be colocated
  30. 30. 5
  31. 31. Buy before build
  32. 32. Test value before building Go 3rd Party After you hit the limitations, go homegrown
  33. 33. Chat
  34. 34. Chat Landing pages
  35. 35. Chat Landing pages Heatmap
  36. 36. 6
  37. 37. You need your own engineers
  38. 38. Growth Product We have code ready we need to checkin We have this experiment we would like to run! PM Engineer Who are you? Let me see your code Great! Do you have resources to make it happen? PM Engineer Second attempt
  39. 39. Why are you in my code base? Why do you get to take short cuts? We are already planning on doing this! That’s not how we work!
  40. 40. One word: Trust
  41. 41. 7
  42. 42. A squad, not a team
  43. 43. Engineers still part of the product team(s) But on a Tour of duty Easy org setup Engineers familiar with product codebase
  44. 44. Squad composition PM PD EM EngineersDS
  45. 45. Engineer Engineer Growth Product Hey Irina, can you review my PR? Sure, let me check!
  46. 46. 8
  47. 47. Don’t ideate, look for opportunities
  48. 48. Go back to the data Focus on impact and ROI (ICE score) If successful, what’s the projected impact? Conversion, open rates, notifications are good candidates
  49. 49. 9
  50. 50. Then you will hit the ceiling (local maximum)
  51. 51. Changes need to be made inside the product Don’t bring more water to a leaky bucket Improving Activation reduces CAC (Cost of Acquisition) Better Activation drives retention and ultimately conversion to paid When the right time, reinvest that money saved in Acquisition
  52. 52. 10
  53. 53. Now it’s time to own the entire funnel
  54. 54. The Growth team now needs to focus on the entire funnel (ARRR) Acquisition, Retention, Referral, Revenue Split into mini-squads focused on each lever 90 day sprint focused on one metric to move
  55. 55. 11
  56. 56. Never forget qualitative research
  57. 57. Queries and funnels provide directions They don’t tell you the why Power is in quant + qual
  58. 58. 12
  59. 59. Have a process
  60. 60. Experiment Pipeline (lever, hypothesis, ICE prioritization)
  61. 61. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric)
  62. 62. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment)
  63. 63. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff)
  64. 64. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff) Ship (soft launched)
  65. 65. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff) Ship (soft launched) Experiment Results Review (what did we learn)
  66. 66. 2 experiments examples
  67. 67. Background: We have a secret Facebook Group called Spark Insiders, we have had a challenge recruiting users easily and most importantly truly active users. Hypothesis: We believe that by elevating our most active users to Spark Insiders we can build an automated system to recruit users automatically. This will result in higher quality users with higher engagement on the FB group. We also believe that making these users Insiders will boost their return use and we can learn what are the traits of an engaged user. KPIs: # New Spark Insiders, Group activity/engagement iOS: Spark Insiders Recruitment
  68. 68. iOS: Spark Insiders Recruitment
  69. 69. Custom landing page for opt-in
  70. 70. Custom landing page for opt-in
  71. 71. VIP email
  72. 72. Secret group with community of engaged users
  73. 73. Engagement, before and after the recruitment campaign Before After
  74. 74. 0.76 shares per user/day 0.97 shares per user/day 27% increase iOS: Spark Insiders - Impact on shares, last 60 days
  75. 75. Understanding power users What features do they use in the first week? How often do they open the app? What time of day do they use the app and on which days? What sources were they acquired from? Was it an ad, a promotional email to the chain’s customer base, or some other place? What devices do they use? What is their demographic background, including age, income, and more? What other apps do they use?
  76. 76. Emails collected used as Facebook Lookalikes Audiences A Lookalike Audience is a way to reach new people on FB who are likely to be interested in your business because they're similar to your best existing customers. Ads for acquisition can be created targeting audiences “similar” to the power users you collected from within the app. http://bit.ly/2shVlzf
  77. 77. Background: Our current M1 retention is 25%, we have to learn from users not returning enough on what we can do better for them. Hypothesis: We believe that we can retarget lapsed users and ask them what we can improve to make Spark better for them. We tried to do that manually, we now want to automate this to see if we can get feedback automatically without any manual work. KPIs: # Surveys completed, Quality of feedback provided Spark Web: Lapsed User(Has not returned in the past 14 days)
  78. 78. Spark Web: Lapsed User(Has not returned in the past 14 days)
  79. 79. Top 1: Users are happy with the product, just not using the product at the cadence we expect. Top 2: More product features. Top 3: More control/flexibility/variety. Top 4: Performance issues. Top 5: Android. Spark Web: Lapsed User(Has not returned in the past 14 days) : Results
  80. 80. “There are tons of platforms and sites out there vying for attention. How can you stay top of mind for me? Online events like chats, featuring more user content and alerting them, etc. Haven't used you only because I forgot about you.” Key quotes: Marketing
  81. 81. “Is this free if I own the Adobe Suite? Is there an educator discount? Do you love people that need your awesome program to make the world a better place? Do you offer affiliate programs so that I can work the cost of it off by making more awesome videos and telling people to use the program because it is the best. Bottomline I like the product just unable to afford it right now. Thank you” Key quotes: Awareness
  82. 82. Web: Lapsed User - Impact on shares, last 60 days 0.22 shares per user/day 0.22 shares per user/day No impact Control Treatment
  83. 83. Summary
  84. 84. Start with organic retention It’s not about hacking Hire the right people Buy before build A squad, not a team Focus on one thing first Move to product changes Own the full funnel (ARRR) Data does not tell you why Have a process
  85. 85. 2 great books I recommend
  86. 86. Thank you! Follow me at @thibault_imbert for the slides.

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