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#INBOUND17
Creating Predictable
Growth: How to find your
Product-Channel Fit and
Acquire Users that Stick
Around
#INBOUND17
Life is moving fast!
#INBOUND17
Being
connected has
allowed us to
innovate at a
rapid pace.
#INBOUND17
We can pay for goods using our face!
#INBOUND17
We’re building
wizard hats for the
brain.
Image Credit: https://waitbutwhy.com/2017/04/neuralink.html
#INBOUND17
But best of all …
#INBOUND17
But best of all ….
#INBOUND17
Today, it's easy to get
your question answered
by an expert on that
topic.
#INBOUND17
#INBOUND17
Now I can ask the internet, using text or video
#INBOUND17
For both marketers and sales,
our worlds are changing pretty
fast.
#INBOUND17
Growth is getting
hard. We’re faced
with superior
tooling and
smarter, faster
competitors.
Source: http://bit.ly/2tdBiTu
@andrewchen
#INBOUND17
Having a competitive
advantage is made
more difficult when
AI becomes a
standard part of the
tech stack.
#INBOUND17
I’ve emailed back and forth with an AI sales
assistant who convinced me to get a demo of a
product.
#INBOUND17
We'll need to adapt our marketing
and sales plans to changes in the
way people communicate.
#INBOUND17
Image Credit: https://techcrunch.com/2016/03/24/email-is-dying-among-mobiles-youngest-users/
#INBOUND17
#INBOUND17
In the future
growing an
audience for a
product is going to
be challenging.
#INBOUND17
But not IMPOSSIBLE!
#INBOUND17
#INBOUND17
Image Credit: https://www.juicero.com
#INBOUND17
Let’s start …
#INBOUND17
#1
Finding product-channel fit
for your product.
Finding product-channel fit
for your product.
#INBOUND17
When launching a product there are 3 stages of “fit”
Phase 1
Product/Market fit
Goal: Product retention flattens
& NPS is positive
Phase 2
Product/Channel fit
Goal: Find 1-2 scalable and
quality acquisition channels
35% Activate 3% Upgrade
8% Activate 1% Upgrade
Phase 3
MRR + NPS
Goal: Paying teams with high
NPS
$50k MRR NPS = 40
$50k MRR NPS = 3
#INBOUND17
Products are built
to fit with channels.
Channels do not
mold to products.
Source: http://bit.ly/2tW8oVM
@bbalfour
#INBOUND17
DistributionofGrowth
Acquisition Channels
Growth
Channel
Growth
Channel
The Growth Power Law
#INBOUND17
PandaDoc
DistributionofGrowth
Acquisition Channels
Growth
Channel
Growth
Channel
Intercom
Examples of the Growth Power Law
HubSpot
#INBOUND17
PandaDoc
Intercom
HubSpot
PandaDoc Growth Channels
Search Virality
Created a smart tactic to scale growth through
Google using business templates.
#INBOUND17
PandaDoc
PandaDoc Growth Channels
Intercom
HubSpot
#INBOUND17
PandaDoc
PandaDoc Growth Channels
Each template is available in the PandaDoc app, so
users need to create a new account to access it.
Intercom
HubSpot
#INBOUND17
PandaDoc
PandaDoc Growth Channels
Users will share the templates with their networks
creating more sign ups for PandaDoc.
Intercom
HubSpot
#INBOUND17
PandaDoc
Intercom
HubSpot
Intercom Growth Channels
Virality Search
Referral loop with dynamic landing pages fueled
by search.
#INBOUND17
PandaDoc
Intercom
HubSpot
Intercom Growth Channels
Image source: http://okdork.com/marketing-ideas-from-intercom/
#INBOUND17
PandaDoc
Intercom
HubSpot
Intercom Growth Channels
Image source: http://okdork.com/marketing-ideas-from-intercom/
Landing page dynamically pulls companies name
to increase CVR.
#INBOUND17
PandaDoc
Intercom
HubSpot
Intercom Growth Channels
Power the referral loop by creating free content that
generates awareness around the brand.
#INBOUND17
PandaDoc
Intercom
HubSpot
HubSpot Growth Channels
Search
An inbound machine that turns people searching
for ‘informational content’ into leads.
#INBOUND17
PandaDoc
Intercom
HubSpot
HubSpot Growth Channels
At HubSpot, we were able to monetize people who
were in both ’passive’ and ’buying’ mode allowing
us to cast a wider net.
#INBOUND17
PandaDoc
Intercom
HubSpot
HubSpot Growth Channels
Creating other content platforms increased
HubSpot’s ability to continue to grow an audience
around informational content.
#INBOUND17
PandaDoc
Intercom
HubSpot
HubSpot Growth Channels
The launch of our freemium model has meant we can
look for a fit with other channels like virality.
#INBOUND17
Prioritize the right channels
for your product.
#INBOUND17
It is not a daily
increase, but a
daily decrease.
Hack away at
the
inessentials.
Source: http://bit.ly/2uBLe73
#INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease Current
Growth
Potential
SEO Net Medium High Medium Medium
Paid Net Medium High High Low
Virality Seed High Low Low High
Content Net High Medium Medium High
Create an acquisition channel map to help
#INBOUND17
Acquisition
Channel
Channel Type
SEO Net
Paid Net
Virality Seed
Content Net
Select the right acquisition strategy for your
product/service.
Spears: Sales prospecting
Nets: Inbound, Paid,
Partners
Seeds: WOM, Virality
#INBOUND17
Acquisition
Channel
Channel Type Scalable
SEO Net Medium
Paid Net Medium
Virality Seed High
Content Net High
How scalable is your channel?
#INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability
SEO Net Medium High
Paid Net Medium High
Virality Seed High Low
Content Net High Medium
How predictable is the channel?
#INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease
SEO Net Medium High Medium
Paid Net Medium High High
Virality Seed High Low Low
Content Net High Medium Medium
How easy is it for you to go after that
channel?
#INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease Current
Growth
Potential
SEO Net Medium High Medium Medium
Paid Net Medium High High Low
Virality Seed High Low Low High
Content Net High Medium Medium High
What is the current growth potential of that
channel?
#INBOUND17
Invest time experimenting
with new channels for
growth.
#INBOUND17
Example: Zapiers potential Product-Channel
Fit.
#INBOUND17
Run an MVT to establish potential before investing
time and resources.
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
You need to adopt a strict process to running
MVT's for acquisition.
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
#INBOUND17
Set Goals
Ideas &
Prioritize
(PIE & ICE)
Test &
Learn
Scale
Growth
Potential
Metric
Zapier's MVT process for YouTube
#INBOUND17
UserSignups
NewChannelMVTsRun
Product Channel Fit
Current
Signups
Growth Potential
Time allocated to MVT’s for new channels should increase as
growth potential of existing channels disappear.
Jan Feb March April May
#INBOUND17
Don't set targets for a new channel until
you have enough data to build a reliable
model.
#INBOUND17
Track how acquisition
efforts are impacting your
goals.
#INBOUND17Image Credit: https://www.kieranflanagan.io/create-multi-million-dollar-acquisition-strategy/
Monthly growth scorecards help track results from
acquisition efforts.
#INBOUND17
The best acquisition strategies acquire
users who stick around.
#INBOUND17
#2
Finding product-channel fit
for your product.
Onboard users to the value
of your product.
#INBOUND17
40% to 60% of
software users will
open an app just
once and never
log back in.
#INBOUND17
Your product onboarding
should create a memorable
first impression.
#INBOUND17
User connects with 10 friends within 7 days
– Chamath Palihapitiya Former Growth Lead
One file in one Dropbox folder on one device
– ChenLi Wang Growth Team
2000 messages sent between a team
– Stewart Butterfield, Co-Founder
X users followed, Y% followed back
– Josh Elman, Former Growth Lead
User connects with 10 friends within 7 days
– Chamath Palihapitiya Former Growth Lead
One file in one Dropbox folder on one device
– ChenLi Wang Growth Team
2000 messages sent between a team
– Stewart Butterfield, Co-Founder
X users followed, Y% followed back
– Josh Elman, Former Growth Lead
Product Aha moments
#INBOUND17
Patreon measure the
success of their
platform by
“Financially
Successful Creator”
(FSC).
#INBOUND17
HubSpot measure
the success of
their CRM by
number of deals
created.
#INBOUND17
But first impressions
can be awkward!
#INBOUND17
Great first impressions start
with knowing your audience.
#INBOUND17
When people find
themselves
needing a job to
be done, they
essentially hire
products to do
that job for them.
Source: http://bit.ly/2aM2Zr9
@claychristensen
#INBOUND17
Ask users when they first signup for your product
#INBOUND17
Find clever ways to
ask for user
information.
#INBOUND17
Get to know your users from the actions they take
#INBOUND17
Don’t over complicate
things, show users
immediate value.
#INBOUND17
Immediate value is why Quora and Twitter ask you to
follow topics & people when signing up.
#INBOUND17
And AirTable give you ready made templates and
credit for inviting team members.
#INBOUND17
Don’t overwhelm users with
everything at once, provide
manageable chunks.
#INBOUND17
Ghost discovered users who added a theme were
10X more likely to upgrade.
#INBOUND17
Better yet detect places
where your product can add
value.
#INBOUND17
Google Inbox add a
tip about
‘Reminders’ when
it detects your
emailing yourself.
#INBOUND17
Talk to teams who regularly
speak with customers about
the points of friction they
encounter.
#INBOUND17
Hypothesis: Creators don’t know, and go nuts over, low 5%
cut, no contracts, and owning their content.
Originated from: The Sales team found themselves
explaining Patreon’s fee system over and over again to
Creators who couldn’t believe how low it was.
Patreon - Experiment
#INBOUND17
Source Credit: http://www.coelevate.com/essays/patreon-onboarding-growth#card_1499852741787_4651
Patreon - Experiment
#INBOUND17
Hypothesis: To become an active team on a new CRM,
bigger teams needed human contact at certain points of
friction.
Originated from: The Sales team found themselves spending
hours onboarding users onto the free CRM when users were
investigating if it could meet their needs or not.
HubSpot - Experiment
#INBOUND17
HubSpot - Experiment
#INBOUND17
Experiment with your
products ‘sales pitch’ to
upgrade users to paying
customers.
#INBOUND17
BuzzSumo provides some immediate value and
gives the user a clear reason to upgrade.
#INBOUND17
Evernote knows their users will pay to use the app
across multiple devices.
#INBOUND17
Grammarly gives a constant reminder about the
benefits of being a paid customer.
#INBOUND17
The good news …
#INBOUND17
Your product can be your best sales person
#INBOUND17
300% increase in engagement
Awesome, now we have predictable growth right?
#INBOUND17Image Credit: https://www.kieranflanagan.io/create-multi-million-dollar-acquisition-strategy/
There is always
some guess work
in acquisition. It
get’s more
accurate over time.
#INBOUND17

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Improve Onboarding with Immediate Value and User Understanding

Editor's Notes

  1. The fact we live in such a connected world means we're able to innovate at a rapid pace. The pace of innovation has increased as we've been able to scale our ability to learn from others. From the invention of the printing press back in the 15th century, allowing people to consume knowledge via reading, to the present day when we can connect with anyone through our phone.
  2. That means we can now do some crazy shit; in China, they have face detecting technology that allows you to pay for goods with your face.
  3. You can buy Vaccum shows right? Not only do these look super awesome, but they're actually going to help keep your house clean.
  4. When I was growing up I had to depend on my parents to help with the questions I had.
  5. And that change is affecting both sales and marketing as well. Our worlds are also changing really fast.
  6. Growth has never been harder. Andrew Chen, who runs growth at Uber, wrote an article recently where he listed a number of reasons he believed growth will continue to become more difficult. Two of those reasons were superior tooling and smarter, faster competitors.
  7. One of the most important characteristics of product channel fit is this, and why a lot of companies fail: "Products are built to fit with channels. Channels do not mold to products". For example: Pinterest is built to fit Google; they produce a lot of user generated content that ranks for thousands of keywords. DropBox is built to work with virality through a referral program.