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Up and to the Right: How the Drive for Growth is
Changing Product and Marketing Functions

Casey Winters
Online & Interact...
When Vanessa Colella stepped in head of marketing for Citi
North America…
• The first thing she did was eliminate the digi...
So, if that’s going on at big companies, what’s going on at
startups?

3
So, if that’s going on at big companies, what’s going on at
startups?

4
So, if that’s going on at big companies, what’s going on at
startups?

5
So what does all this mean?
• The marketing department is evolving at companies of all
stages and sizes.
• The educational...
So how does this change team structure?
Traditional:

Creative

Designer

Copywriter

7

Head of
Marketing
Brand

PR

Medi...
So how does this change team structure?
Emerging:
Product
Manager, Growth

Head of
Marketing
Customer
Service

PR

Social
...
So what’s in this new marketer’s or product person’s toolbox
to drive growth?
• Engagement loops
• Data analysis
• Attribu...
Tool #1: Data Analysis
What is it?
• Almost all marketing and product decisions now are
being measured for performance
• I...
Tool #2: Search Engine Marketing
What is it?
• Ads for specific keywords
users type into search engine
• CPC model
• Searc...
Tool #3: Search Engine Optimization
What is it?
• The process by which you change your site as well as
your site to rank f...
Tool #4: Email Marketing
What is it?
• Sending email to current customers
or prospective customers who have
opted in to dr...
Tool #5: Viral Loops
What is it?
• Designing product experience so that every new signup/interaction generates other sign-...
Tool #6: Conversion Rate Optimization
What is it?
• Making continual changes to a site/app/landing page with the
goal of i...
Tool #7: Social Media Marketing
What is it?
• The process of building and engaging an audience outside of
your building/we...
Tool #8: Mobile
What is it?
• Any form of adverting that reaches users on their mobile
phone
When are the options?
• App S...
Tool #9: Engagement Loops
What is it?
• Viral loops are great at getting people to sign up for your
product. Engagement lo...
Tool #10: Online Display Advertising
What is it?
• Banner advertising on other websites
When is it useful?
• When demand c...
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Up and to the Right: How the Drive for Growth is Changing Product and Marketing Functions

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Up and to the Right: How the Drive for Growth is Changing Product and Marketing Functions

  1. 1. Up and to the Right: How the Drive for Growth is Changing Product and Marketing Functions Casey Winters Online & Interactive Marketing Director GrubHub @onecaseman 1
  2. 2. When Vanessa Colella stepped in head of marketing for Citi North America… • The first thing she did was eliminate the digital marketing department • Q: Why did she do this? • A: She said "Everyone in a marketing department needs to be fluent in digital strategy. There's no path for you if you don't." Source: http://www.businessinsider.com/citibank-eliminated-digital-marketing-2013-4 2
  3. 3. So, if that’s going on at big companies, what’s going on at startups? 3
  4. 4. So, if that’s going on at big companies, what’s going on at startups? 4
  5. 5. So, if that’s going on at big companies, what’s going on at startups? 5
  6. 6. So what does all this mean? • The marketing department is evolving at companies of all stages and sizes. • The educational institutions will be the last to adapt. • Any understanding you develop in these areas puts you ahead of the curve. 6
  7. 7. So how does this change team structure? Traditional: Creative Designer Copywriter 7 Head of Marketing Brand PR Media Online Research SEM Data Analyst Email Market Research
  8. 8. So how does this change team structure? Emerging: Product Manager, Growth Head of Marketing Customer Service PR Social Data Analyst SEM Front End Developer 8 Designer Back End Developer Now, instead of the marketing team responsible for growth, you have a growth team, which is way more technical, and trying to use the product or technical marketing opportunities like SEO or viral loops or email to drive growth, and you have a marketing team that is more focused on message rather than medium. Customer service might even be under that umbrella now. And the individual marketing team members are responsible for their own analysis.
  9. 9. So what’s in this new marketer’s or product person’s toolbox to drive growth? • Engagement loops • Data analysis • Attribution modeling • SEM • Content marketing • SEO • Landing page optimization • Email marketing • Remarketing • Viral loops • Mobile rewards • Web analytics • Gamification • Online display advertising • API Integrations • Conversion rate optimization • Social media • A/B and Multi-variate testing • Push notifications • Community management • PR • Mobile display • Incentivized downloads • App Store Optimization • Out of home 9
  10. 10. Tool #1: Data Analysis What is it? • Almost all marketing and product decisions now are being measured for performance • In the new marketing and product world, all conversation revolve around data, and you need to be fluent because the data usually tells you where the big opportunities are Important tools • Databases and SQL • Excel • Software: Google Analytics, Mixpanel, Tableau, etc. • Attribution modeling 10
  11. 11. Tool #2: Search Engine Marketing What is it? • Ads for specific keywords users type into search engine • CPC model • Search engines showcase user intent, which is very valuable When is it useful? • When there is existing demand for your product category • When buying cycles are short • When the customer buys, not just uses your product Important considerations • Not just keyword targeting, but time, place as well • Quality score 11 • Very transactional medium. Not branding opp
  12. 12. Tool #3: Search Engine Optimization What is it? • The process by which you change your site as well as your site to rank for specific keywords for free on search engines • It’s about authority and relevance (read: links and text) When is it useful? • When there is existing search volume related to your product/service, or the content your product/service creates • When you can’t pay for users Important considerations • Often at odds with conversion rate optimization • Combine with PR and social strategy for ultimate win 12
  13. 13. Tool #4: Email Marketing What is it? • Sending email to current customers or prospective customers who have opted in to drive communication messages or ordering When is it useful? • If there is chance of repeat order • If someone has asked for more information, but not purchased • Promotions • Education Important considerations • Spam/deliverability • Personalization 13
  14. 14. Tool #5: Viral Loops What is it? • Designing product experience so that every new signup/interaction generates other sign-ups/interactions When is it useful? Important considerations • When you have something that’s • Most of the time it’s cool, but hard to market in traditional not a home run ways • Spam concerns • When product/service relies on network effects or can’t pay for users Read more: http://www.linkedin.com/today/post/article/20121002124206-1887678514 how-to-model-viral-growth-the-hybrid-model https://medium.com/i-m-h-o/86286817b874
  15. 15. Tool #6: Conversion Rate Optimization What is it? • Making continual changes to a site/app/landing page with the goal of increasing # visitors who turn into conversions When is it useful? • If your site is more than one page, you want to work on this Important considerations • Can be a trade-off in conversion vs. lifetime value • Can go overboard in a way that hurts brand/user experience • Mapping the correct funnel • Monitoring bounce rates and exit rates • A/B and multi-variate testing • Form conversion • Remember your behavioral econ! 15
  16. 16. Tool #7: Social Media Marketing What is it? • The process of building and engaging an audience outside of your building/website/ecosystem When is it useful? • When people are talking about you outside your walls • Not as critical for B2B • Can get value for free Important considerations • Can be a huge customer service opportunity • Paid ads that leverage current fans/followers typically more effective than those that are not (via social proof) • Sweet targeting options, but no intent yet • Requires scale of fans/followers to be great ad model 16
  17. 17. Tool #8: Mobile What is it? • Any form of adverting that reaches users on their mobile phone When are the options? • App Store Optimization (free) • Cost Per Install • Text message • Push notifications (free) • Mobile rewards 17
  18. 18. Tool #9: Engagement Loops What is it? • Viral loops are great at getting people to sign up for your product. Engagement loops are product designs that keep those users coming back by creating habits When is it useful? • To drive user engagement Important considerations • Developing triggers (internal and external) • Motivation and ability • Variable rewards • Commitment Read more: http://www.nirandfar.com/2012/03/how-to-manufacture-desire.html http://www.startuplessonslearned.com/2008/12/engagement-loops-beyond-viral.html 18
  19. 19. Tool #10: Online Display Advertising What is it? • Banner advertising on other websites When is it useful? • When demand capture is not enough for your paid marketing efforts Important considerations • CPM model • More of a top of funnel approach • Retargeting • Lots of targeting options • Hard to quantify performance • Limitless inventory 19

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