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How to start running product growth marketing process in startups

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Presentation with some examples to start running an agile process to implement a marketing structure with product and marketing teams. The example is based in a specific organization but can be used to new insights for others firms and market segments.

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How to start running product growth marketing process in startups

  1. 1. πŸŽπŸ“ˆ#$ How to start running Product Growth Marketing process in startups by @jonataseduardo
  2. 2. πŸ€” What is Marketing?
  3. 3. Marketing is strategies and actions that promote planning, development and sustainability of a product on the market During Before After
  4. 4. πŸ€” What is a Product Growth Marketing?
  5. 5. Below we have the steps of a customer journey where inbound and digital marketing teams are responsible, in general.πŸ€“ Awareness Aquisition Activation Retention Revenue Referral Acquisition Team During Before After
  6. 6. Branding Acquisition Activation Retention Revenue Referral Product Growth Marketing Vs Awareness Aquisition Activation Retention Revenue Referral Acquisition Team On the right, we have the steps of a customer journey what growth teams are responsible. Put emphasis in growth and product to create mindset.πŸ€“ During Before After
  7. 7. πŸ€“ Customer Growth $$$ Growth Success Metrics The goal for a Product Growth Marketing are growth, but they need some metrics to growth with health Control Metrics CAC NPS
  8. 8. πŸ€“ Awareness + Aquisition Focus Some premises of differentiation are important to understand even more the difference, such as: Goal Team Influence Acquisition Team Product Growth Marketing Traffic and Leads Marketing, Product and Data in Silos Little influence in Product Full funnel Growth Rate Marketing, Product and Data Integrated Lot influence in Product
  9. 9. πŸ€” Sounds cool, but how to structure this inside the Warren?
  10. 10. Team A Team S Team R Team B Team C Squad XD We can use agile methodologies and implement some like tribes of Spotify, but with different meanings πŸ€“ Squad LOL Team X Team Y Team Z
  11. 11. Product Growth Marketing Squad Branding Acquisition Activation Retention Revenue Referral Content Acquisition Product CS React CS Act CS Act Teams Each team should be responsible for a part of the user's journeyπŸ€“
  12. 12. Product Growth Marketing Squad Branding Acquisition Activation Retention Revenue Referral Content Acquisition Product CS React CS Act CS Act Teams Brand Lift / Community Growth Org. Traffic / Payed Leads / CPL Funnel Conversion Rate NPS / Churn Rate / Withdraw Ratio Deposit Ratio / Recurrency / AUM Growth Coeficient K Metrics Cohorts Each team also should be responsible in analyse the metrics and reporting problems and finding solutions with the squad for the stage that takes care πŸ€“
  13. 13. Product Growth Marketing Squad Branding Acquisition Activation Retention Revenue Referral Content Acquisition Product CS React CS Act CS Act Teams Brand Lift / Community Growth Org. Traffic / Payed Leads / CPL Funnel Conversion Rate NPS / Churn Rate / Withdraw Ratio Deposit Ratio / Recurrency / AUM Growth Coeficient K Metrics It is interesting to note that squads should work together, inform and charge each other, especially of the teams above and below the user's journey. πŸ€“ Cohorts
  14. 14. Product Growth Marketing Squad Branding Acquisition Activation Retention Revenue Referral Content Acquisition Product CS React CS Act CS Act Art Big Data Teams And there are also squads that act throughout the user's journey and serving the entire squad, such as the art and big data teams πŸ€“
  15. 15. Content Acquisition Product CS React CS Act CS Act Art Director Big Data Squad of PGM In short the PGM squad can be organized as belowπŸ€“
  16. 16. Content Acquisition Product CS React CS Act CS Act Art Big Data Squad of PGM And yes, squads can connect and share resources, but most essential, they must prioritize projects and allocate resources that help achieve the business goal πŸ€“ Squad of Plataforms Core API Web iOS Android
  17. 17. Many teams of the PGM depend on the squad of Platforms, so the squad of Platforms must allocate 50% (for example) of their capacity to projects prioritized by the PGM. πŸ€“ Content Acquisition Product CS React CS Act CS Act Art Big Data Squad of PGM Squad of Plataforms Core API Web iOS Android
  18. 18. πŸ€” And how to run this to delivery value frequently to users and achieve business goal with this structure?
  19. 19. Implementing an agile, lean and customer centric culture in WarrenπŸ€“ Design Thinking Lean Agile Explore the problem before solution Prioritize and build The right things Transparency, inspection and adaption
  20. 20. In order to solve complex problems differently from competition it is necessary to take advantage of human resources in a different way, for this we need to create a culture of innovation and value delivery, and this needs to be reinforced in three variables integrated. πŸ€“ Environment Process People Culture
  21. 21. In practice, it is to create a semi-structured environment and process that enables workflows, where ceremonies such as prioritization and inspection occur on a weekly basis in order to grow the number of active customers πŸ€“ Squad Team Team Team Team Team User Journey Board Squad Kanban Ceremonies
  22. 22. The User Journey Board is where squad meet weekly to identify problems and suggest ideas for improvements in the product for growth πŸ€“ User Journey Board User Journey Stages User touchpoints Squad deliveries Problems Ideas
  23. 23. The Kanban is where squad organize what to deliver in a sprint and too organize ideas in backlog ordered by prioritization with focus in growth. πŸ€“ User Journey Stages User touchpoints Squad deliveries Problems Ideas Squad Kanban BACKLOG SPRINT BACKLOG Priority READY DOING DONE 2 weeks
  24. 24. The Cerimonies is where squad meet in daily and weekly basis to they talk about what they have done and will do, whether they are blocked and if something needs to be adjusted that prevents us from growing or to grow more. πŸ€“ Pri 2 πŸ‘πŸ‘Ž Ceremonies Planning Sprint Retrospective πŸ’‘πŸŽ― 2 WEEKS
  25. 25. The Ceremonies help shape the circle of continuous improvement, where transparency, inspection, and adaptation occur daily. πŸ€“ 2 πŸ‘πŸ‘Ž Ceremonies $ $# # Planning Sprint Retrospective πŸ’‘πŸŽ― 2 WEEKS Dailies
  26. 26. πŸ€” I see how work, but I need put all things I do in my day in Squad Kanban or just hypotheses to test?
  27. 27. We put in the Squad kanban only projects that impact the funnel and are still unsure of its impact and how. So, we will focus to deliver, test and validate this things. πŸ€“ Hypotheses Problems Assumptions Solutions Experiment We are not sure about this. πŸ€” 😎 We are sure about this or this is a support task Implement ☠ Just do and manage as you see fit
  28. 28. Some examples: "one shot" functionalities and routines can be implemented in the same sprint and "on-going" ones should validate the minor part's delivery value during a sprint before being implemented in a squad's work routine. πŸ€“ Hypotheses Problems Assumptions Solutions Experiment πŸ€” Implement ☠ Call users after completed register On-going routine One shot feature Give the first invoice free Request to send invite after second deposit Post static videos with questions and answers instead of live format Giving netflix worth of mime instead of a card for invitees Send account cancellation email if you do not activate in 7 days Use device photos instead of illustrations on facebook ads Change button in home page to "Simulate"
  29. 29. Experiment Build In summary, we will try to handle every routine task and implementation of new functionalities as an experiment, following the lean cycle to create a data-driven culture πŸ€“ Learn - Data . / Product Assumptions
  30. 30. πŸ€” Cool! And Design Thinking, what is it for? Was it to focus on the problem before the solution?
  31. 31. Exactly, to focus on the problem before the solution. This avoids two things and enables other two that increase innovation culture. πŸ€“ Learn / Prioritize wrong features and tasks to solve the problem Execute features and tasks in a same way others products Learn / Understand the problem and user to prioritize right features Develop features that solve problem more efficiently than others products
  32. 32. πŸ€” I like it! How can we start this today? And you could specify better team members if we're going to use OKRs? I like OKRs. And the Engines of Growth? We will focus then? How many people on the team, what tools do we use? Bla bla bla...
  33. 33. πŸ€“ Let's take it easy, I have no answer for everything. It is best to start by organizing the environment and running the ceremonies, they even gave us the answers. For this we need a Agile Master. Can you think of anyone? What do you think, let's start?

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