How to identify and prove out your first growth channels with Notion
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How to identify and prove out your first growth channels with Notion
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How to identify and prove out your first growth channels with Notion
- 1. How to identify and prove out your first growth channels Josh Kim Growth Marketing Lead Notion
- 2. AGENDA ● Product <> Channel Fit: What’s that? ● Identifying your first growth channels ● Testing your first growth channels ● example: Affiliates ● Q&A
- 3. What is Product <> Channel Fit? 1. This comes after PMF 2. Channels do not mold to products 3. Channels will come and go Credit to Brian Balfour
- 4. Identifying your channels Channel Why it works Examples Viral loops ● Short time to value ● Broad Value prop ● Network effects UGC SEO ● Product supports creation ● Motivation to create/share Community ● Peer to peer opportunity ● Strong WOM & brand affinity
- 5. Testing your channels Do’s 1. Be strategic about 1-2 channels 2. Optimize for test outcome & ROI 3. Be smart, scrappy, and fast
- 6. Notion example: Affiliates 1 2 3 ● Evaluated both (similar channel traits) ● Key difference: Notion creators already existed ● TLDR: this was a dud ● Attempted to limit costs -> resulted in getting subpar results ● 1 year later, turning into key channel for new business Affiliates or Referrals? Ran a pilot Launched full program! See our program here
- 7. Testing your channels Don’ts 1. Try to boil the ocean 2. Watch out for false negatives 3. Cut too many corners Do’s 1. Be strategic about 1-2 channels 2. Optimize for test outcome & ROI 3. Be smart, scrappy, and fast
- 8. Summary 1. Channels don’t mold to products 2. Identify 1-2 strategic channels 3. Test & optimize for outcomes Apply the exercise to your product Catch me afterwards or reach out to discuss! Workshop
- 9. Thank You!
Editor's Notes
- I come from a consumer high-growth background where I’ve led growth teams across acquisition, retention, and monetization to build healthy, scalable businesses. Most recently, I’ve brought that experience to Notion to supercharge their PLG motion through growth marketing channels.
- Firstly, you need to focus on building a product that has addressed a problem or need in the market. So this is all assuming you’ve reached PMF. Next natural question is - how do you get this product to market? Enter something most founding teams won’t consider: Product Channel fit. 2 key things to remember here: You control your product, you do not control the channel. So you need to change the things within your control to fit with the things that you do not control. We’ll walk through some examples of how this works and how to identify channels that will fit for your product Product channel fit is subject to change. As we enter new waves of technology, the channels that make sense for products will change and some will even go.
- Identifying your potential growth channels Virality: quick time to value, broad value prop, network effects improves product experience UGC SEO: product supports creation, as well as there being an inherent motivation for users to create and share content on the product and externally Community: peer to peer opportunity - where smaller communities are actively seeking each other out. But also, WOM needs to be strong for this to happen organically, and so when you are actively pushing this, it doesn’t feel in authentic or planted.
- Designing tests for your channels Also, focus on finding 1-2 key channels. 80/20 rule - 1 or 2 channels will make up the bulk of your acquisition. Rather than taking a spray and pray approach, be strategic with how you select and test your channels Set the test up for success - do this by optimizing for outcome/learning as well as ROI Be smart, but fast. Spending months trying to prove out a channel is a shortcut to failure mode. You want to prove or disprove these channels quickly so you can either double down or move on.
- A short story about Notion. Affiliates vs Referrals Viral, community and word of mouth driven, medium time to value The key difference between the two is who is doing the promoting. We had the benefit that Notion already had strong WOM, but the unique advantage was that Notion creators already existed, which can be a very challenging motion to kickstart. For that reason, we chose to go for affiliates. Now, here was a mistake we made - running a pilot. And i see founders or small teams fall for this regularly. We wanted to ‘save costs’, ‘be scrappy’, and ‘fail fast’. Referrals pilot ‘failed’ → tested properly and currently scaling Thankfully, we course corrected and leaned on our conviction to launch a full program. proved out our hypothesis and turning into a success Lessons: Choosing just one channel was the right move. We chose a channel where our product had a unique advantage and strong product<>channel fit Bad - we tried to optimize for short term costs, which actually resulted in losing time and costing more We launched the full program - and specifically optimized towards ROI. this is now turning into one of our most promising programs
- Designing tests for your channels Be strategic about 1-2 channels to test: Don’t take a shotgun approach. Be smart, but fast Set the test up for success