Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building A Growth Engine


Published on

From startup to Series A and beyond, how you build your growth engine evolves as your company matures. In this presentation, we look at the critical things to consider before you try a single tactics and frameworks for defining objectives, your funnel and positioning.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Building A Growth Engine

  1. 1. Hana Abaza, Head of Marketing, Shopify Plus @hanaabaza BUILDING A GROWTH ENGINE
  2. 2. 3 Phases of Evolution
  3. 3. Where are you now? Wizard of Oz Scooby Doo Oceans 11
  4. 4. Marketing Product Sales & CS Teams Lots of moving parts…
  5. 5. Where you focus depends on your model, market and strengths. Where do you begin?
  6. 6. We’ll begin at the beginning.
  7. 7. These people self-educate. Historical search terms?
  8. 8. Content, tactics and channels change. Need case studies, proof, validation.
  9. 9. The “Chasm”
  10. 10. What kind of growth are we talking about?
  11. 11. New category? Think demand generation.
  12. 12. Established industry? Prove you’re better.
  13. 13. Positioning, growth strategy and teams must be aligned.
  15. 15. April Dunford CEO, Sprintly Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
  16. 16. Marketing can polish a turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Sprintly
  17. 17. Who is your buyer/ user/influencer?
  18. 18. How do they think about your product?
  19. 19. CONTEXT…
  21. 21. What’s the context that frames you? Price, customers, competition, brand, channels, message
  22. 22. What language do people use? How do customers explain your product? What would they search?
  23. 23. WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
  24. 24. It will (and should) change over time.
  25. 25. 2010
  26. 26. 2017
  27. 27. GROWTH
  28. 28. How does it change?
  29. 29. Driving Growth Sell Sell Sell Demand/Marketing + Sell *Brand/Growth + Sell
  30. 30. These aren't hard and fast rules.
  31. 31. It depends. (Annoying, I know.)
  32. 32. DISCOVERABILITY TRY-ABILITY VALUE? COMMIT? SEO/Content Events/WOM Product Driven Partners Social Media Influencer Marketing Paid Channels Free Trial Paid Trial Demo How hard is it to try? Friction? Product Experience Expectations Have they gotten 
 value in some way? Enough value to 
 pay you? WILL THEY STAY? 
 Churn is an outcome. It’s an indication of things going right/wrong in the above areas.
  33. 33. DISCOVERABILITY TRY-ABILITY VALUE? COMMIT? Channel <> Market Fit Message <> Market Fit Channel <> Message Fit Reduce Friction/
 Improve Experience Meet/Exceed Expectations If no, why? WILL THEY STAY? 
 Data, data, data.
  34. 34. How do you operationalize it?
  35. 35. Define your funnel.
  36. 36. Funnel Evolution Lead Customer
  37. 37. Lead Customer Lead Qualified Lead Customer Funnel Evolution
  38. 38. Lead Customer Lead Qualified Lead Customer Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Customer Funnel Evolution
  39. 39. Customer Lead Management Lead Nurture, Scoring, Data Enrichment, Lead Recycling Product Mktg/Sales Enablement Value & Messaging, Product Positioning, Collateral Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads Campaigns & Programs Promotions (magento campaign), Paid Ads, Social Media, Content Marketing, SEO, Email Customer Marketing
  40. 40. Building Systems OBJECTIVE These are goals, not metrics (metrics are just a way to keep score) LEVERS
 What levers can you pull to get there? (I.e. increase conversion by X%) STRATEGIES & TACTICS 
 What’s the approach? Specifically, how will you execute (tactics). DEPENDENCIES / EFFORT
 Is the execution dependent on others? How much effort is needed? PRIORITIZE Weigh the potential impact with the effort it will take.
  42. 42. Product Marketing Growth (general) Product Marketing Growth (focused) Data/analysis Writers/Content Product Marketing SEO/Content Marketing Paid Channels Data Analysts Content/Copywriting Brand & Comms Functions (not people)
  43. 43. These aren't hard and fast rules.
  44. 44. It depends. (Annoying, I know.)
  45. 45. So what exactly is product marketing?
  46. 46. “Product marketing, at its heart, is about understanding what you’re building, why you invested in it, and how it will benefit the user — and then messaging that understanding to your customer.” - Joanna Lord, CMO of Classpass
  47. 47. Huh?
  48. 48. Product Eng/Dev Marketing Customer-facing teams
  49. 49. Product Eng/Dev Marketing Customer-facing teams That’s Product Marketing
  50. 50. How and when to invest in product marketing.
  51. 51. First Round Capital
  52. 52. Oh Shit! Moments (a.k.a. signs it’s time to hire a product marketer)
  53. 53. The problem with marketing…
  54. 54. Marketing is everything and everything is marketing.
  55. 55. - David Packard, Co-founder of Hewlett-Packard “Marketing is too important to be left to the marketing department.”