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Scaling Authentic Growth - How Product and Marketing Work Together to Drive Growth

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All sustainable growth companies have strong organic growth. These slides show you how to optimize organic growth and then add a full company growth testing effort to pour fuel on the fire.

Published in: Marketing
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Scaling Authentic Growth - How Product and Marketing Work Together to Drive Growth

  1. 1. Scaling Authentic Growth How Product and Marketing Work Together to Drive Growth December 8, 2015
  2. 2. Key To Sustainable Growth Success
  3. 3. Requirements for Organic Growth • “Must have” product • Compelling, authentic promise • Users are proud to share
  4. 4. Accelerate by Pouring Fuel on Fire
  5. 5. North Star Metric for Growth • Reflects value delivered to your customers • Provides lens for measuring real growth and evaluating tests • Examples: Airbnb nights booked, Facebook MAU (monthly active users) • Captures several metrics (i.e. retention reflected in MRR and MAU)
  6. 6. But First Things First Scale Growth Unlocking Organic Product/Market Fit
  7. 7. Validate Product Market Fit • “Must have” product for large market • Ask users “How would you feel if you could no longer use this product?” – Very disappointed (40%+) – Somewhat disappointed – Not disappointed – N/A – I already stopped using
  8. 8. Unlocking Organic Growth Scale Growth Unlocking Organic Product/Market Fit
  9. 9. Research for Organic Growth Understand “Must Have” Users • Who are they (demographics)? • Why did they seek product (intent)? • How are they using product? Key Benefit - Narrow by Must Have • Ask 1st group: “What is key benefit?” (open ended) • Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
  10. 10. Research for Organic Growth (P2) Crowdsource product description • Have you recommended this product? (Yes/No) • If Yes, ask “How did you describe it?” (open ended)
  11. 11. Optimize Organic Value Delivery Home Page Messaging • Hook: A/B test “hook” based on intent (best response) • Promise: A/B test promise statements (stay true to “must have benefit”) • Description: A/B test descriptions (best response) Onboarding to “must have experience”
  12. 12. Scaling Growth Scale Growth Unlocking Organic Product/Market Fit
  13. 13. Product Scaling Growth is Cross Functional External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing
  14. 14. Product Core Growth Team Drives Testing External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/APIs Marketing Growth Team
  15. 15. Building Core Growth Team • Start with Growth Master (PM Growth) • Add dedicated people to core as needed to hit tempo goals • Core often includes designers, growth engineers, analysts… • Execute High Tempo Testing Process
  16. 16. Testing Drives Growth • Day 1: No certainty about how you will grow • More testing = More discovery • Rapid testing across all vectors Acquisition Referral Activation Revenue Retention Resurrection
  17. 17. High Tempo Testing: Twitter 0.5 tests/week 10 tests/week Satya Patel – 2014 Agile Marketing Meetup
  18. 18. Growth Team Needs Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  19. 19. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  20. 20. Unbridled Ideation • Build large backlog of ideas (my team 500+)
  21. 21. Inputs for Growth Testing Ideas External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  22. 22. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  23. 23. Formalize ideas in Experiment Doc • Include research, hypothesis, target lever Keep general contributor ideas simple (no ICE)
  24. 24. Compare Ideas by ICE Score
  25. 25. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  26. 26. Select Tests in Weekly Meeting • Choose tests to launch (no brainstorming) • Assign a project manager to each test • PM Growth assist in releasing each test
  27. 27. Example Growth Meeting Agenda 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog
  28. 28. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  29. 29. Capture Learning Details • Every test leads to learning • Organize learning for easy access
  30. 30. Share Learning with Team+ External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  31. 31. Example Test – Related Posts • Add related posts to article summary • Hypothesis: More time on site • Result: Hypothesis validated …Article text…
  32. 32. Another Example - oEmbed • Data: Embeds = longer sessions • Hypothesis: Same action = more embeds • Result: 41% increase in embedded media Slides Videos
  33. 33. Example Tests from Dropbox Revenue test Referral test Retention/Re venue test
  34. 34. Sharing Landing Page
  35. 35. Join GH Projects Private Beta at Projects.GrowthHackers.com Purpose-Built Growth Collaboration System: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning

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