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David Arnoux | Growth Tribe

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Let’s face it, growth hacking is bullshit right?

Well I’ve spent the last couple years building, coaching and training regiments of growth teams and growth hackers. Turning young bucks into the next generation of technical-marketing, data-driven, behavioural psychologist, conversion-hungry growth stallions.

In this talk I'll empower you to enter a new era of data and product driven marketing, adopt the growth hacking mindset and apply the growth hacking process to your organization.

Published in: Marketing
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David Arnoux | Growth Tribe

  1. 1. Growth Marketing Process and Skills : A Playbook
  2. 2. Growth Marketing Skills and Process David Arnoux Head of Growth Growth Tribe www.growthtribe.io Twitter/Snapchat @growthtribe
  3. 3. Growth Tribe Philosophy Growth comes from rapid testing, the right toolset and skillset..
  4. 4. Growth Tribe Philosophy Marketers should be held to the same level of quality as developers..
  5. 5. Corporates Classes 3-Month Academy 5-Month Growth Programme Startups 6 Week Evening Course On-Site Scale-Ups Young Professionals In-House 2 Day Crash Course Corporates
  6. 6. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  7. 7. The Mindset Of A “Growth Hacker” Place your screenshot here
  8. 8. Takeru Kobayashi
  9. 9. Takeru Kobayashi
  10. 10. “ If you’re growing a company today you better learn to eat hot dogs fast...
  11. 11. Famous examples
  12. 12. Why are Growth Teams Taking Over The World? Place your screenshot here
  13. 13. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated
  14. 14. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
  15. 15. Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank “Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure "Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
  16. 16. 250-3000 Ads per day
  17. 17. betalist.com
  18. 18. Consumer’s bullshit radars are up
  19. 19. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels and tech are popping up exponentially
  20. 20. Viral Channel Effectiveness
  21. 21. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up exponentially 4. Acquisition is trivial. Activation and Retention are crucial
  22. 22. ouch Source: Andrew Chen’s Blog
  23. 23. Growth Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
  24. 24. Why is Growth Hacking Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up exponentially 4. Acquisition is trivial. Activation and Retention are crucial. 5. It’s all about ROI and Speed >> Find out what works... fast
  25. 25. The skillset of a the growth marketer
  26. 26. Source: Rob Moffat
  27. 27. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  28. 28. Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  29. 29. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  30. 30. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  31. 31. Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  32. 32. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
  33. 33. Low Hanging Fruit Place your screenshot here
  34. 34. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  35. 35. Engineered Marketing Building small tools and resources that attract customers and don't feel like marketing
  36. 36. The Next Closet - Will it fit
  37. 37. Creating Bots
  38. 38. Creating Bots
  39. 39. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  40. 40. Negative aging: “Leave quick or stay long” 97% of people just left
  41. 41. You have 5 seconds to answer.. What does this website do or offer? Why is it better than the competition or similar services?
  42. 42. 15%
  43. 43. 10%
  44. 44. 55%
  45. 45. 75%
  46. 46. 30%
  47. 47. 75%
  48. 48. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  49. 49. “ The WOW moment
  50. 50. = Early signal of longer term retention
  51. 51. How many steps to your “WOW”? Reduce that number by 90%
  52. 52. Small tip…. Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  53. 53. Total cost of experiment (excl. Fb ads): Subscription to Unbounce = €99/m Subscription to Typeform = €30/m Facebook ads leads = €5-8/lead + Labour Cost First ‘sale’ in day 1 of putting experiment live (usually 1-2 months/sale) 1 person, 2 Days
  54. 54. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  55. 55. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  56. 56. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  57. 57. The skillset of a growth hacker
  58. 58. The Growth TEAM Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  59. 59. Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
  60. 60. Corporates Classes 3-Month Academy 5-Month Growth Programme Startups 6 Week Evening Course On-Site Scale-Ups Young Professionals In-House 2 Day Crash Course Corporates
  61. 61. academy@growthtribe.nl Courses + Corporate Academy growthtribe.io
  62. 62. Video: grow.ac/grows
  63. 63. Read these!!!

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