This document discusses the transition from data-driven growth to rules-based growth. It advocates establishing objective, codified and independent rules to scale operations. Examples of rules include pricing rules, sales compensation rules based on experiment data, and content rules like landing page design, development and modeling. Customer data rules can involve complex customer segments and templates but simple workflows. Growth teams should focus on establishing meta-rules for various functions from prospecting to content creation to translate data insights into scalable and repeatable processes.
14. Growth model at inbound.org
Article
Weekly
Contributors
Weekly Active
Users
Discussion
0.7x
2.7x
4x
15. Our models gave us three
hypotheses for growth #focus
Discussions > Articles
Existing contributors > New contributors
↑ Contributors = ↑ WAU
16. Assigning objectives behind the North Star
Weekly
Contributors
Weekly Active
Users
Weekly
Discussions
North star metric ★
1500 goal (community team)
↑ Q&A
Reactivate contributors
53. Content modelling for a blog
Title Title Title
Body Body Body
Author Author Author
Title
Body
Author
54. Content modelling for a landing page
Title A Title B Title C
CTA
CTA
CTA
Title D
CTA
Video Feature B Video Feature D
Feature A Quotes A VideoFeature C
Quotes A Quotes B Quotes B
Alt. CTA
67. Users invited
> 3 times
Segments
Country
United States
Demo requested
TRUE
QUALIFIED LEAD
68. Users invited
> 3 times
Segments
Country
United States
Demo requested
TRUE
QUALIFIED LEAD
Customer “fit”
VERY GOOD
69.
70. Hi {firstname},
I saw you just
requested a demo of
Hull.
I’d love to show you
the platform if you
can pick a time on my
calendar here.
Templates Demo Requested
TRUE
71. Hi {firstname},
I saw you just
requested a demo of
Hull.
I’d love to share how
Hull works for {role}
if you can pick a
time on my calendar
here.
Templates
Job Role
Marketing
Demo Requested
TRUE
72. Hi {firstname},
I saw you’re looking
for a demo & pricing
of the Hull platform.
I’d love to share how
Hull works for {role}
if you can pick a
time on my calendar
here.
Viewed /pricing
> 3 times
Templates
Job Role
Marketing
Demo Requested
TRUE
Templates
73. Hi {firstname},
I’m here to answer
your questions & help
evaluate Hull for
your {role} team.
If you have questions
or would like to see
a demo, pick a time
on my calendar here.
Viewed /pricing
> 3 times
Templates
Job Role
Marketing
Demo Requested
TRUE
DISC Profile
C (analytical)
74. We love liquid templating.
Hi {% if user.first_name != blank %}
{{ user.first_name | capitalize }}
{% else %}
there
{% endif %},
{% if user.clearbit_job_role == “marketing”
AND user.crystal_disc_scores contains “D” AND
user.madkudu_customer_fit_segment contains
“high” %}Stop sending generic, send-to-all
spam emails
{% else %}
75.
76. #demo_requests
Hana Abaza
Head of Marketing
Toronto
Fit: Very Good
Signals: Data Warehouse, Salesforce, $SHOP
Matching tech: 8
Blog Reader for 2 months
Interested in data warehousing
Viewed pricing 3 times this week
1
Tech stack
Website
Scoring
Internal
templates
80. New user?
Profile complete?
Twitter connected?
Location added?
Location inferred?
Gender?
Interests added?
Skills
Has a blog?
Job seeker?
Job searched?
Job applied?
Article submitted?
Commented?
Bio completed?
Has any badges?
HubSpot connected?
Recently active?
Opens email?
Follows @Inboundorg
Power user?
Upvoted?
Subscribed daily?
Subscribed weekly?
Control the complexity in your workflows
81. New user?
Profile complete?
Twitter connected?
Location added?
Location inferred?
Gender?
Interests added?
Skills
Has a blog?
Job seeker?
Job searched?
Job applied?
Article submitted?
Commented?
Bio completed?
Has any badges?
HubSpot connected?
Recently active?
Opens email?
Follows @Inboundorg
Power user?
Upvoted?
Subscribed daily?
Subscribed weekly?
Control the complexity in your workflows
Epic failKeep it simple, stooopid
96. Non-exhaustive list of
Rules to grow from startup to scaleup
Segments
Templates
Workflows
Prospecting
Lead qualification
Content creation rules
Translation
Pricing
Sales compensation
Experiment data
Design style guides
Website build rules
SEO rules
Content models
97. Data-Driven Growth: In summary
➔ Access → Models → Goals → Process → Rules
➔ Rules are objective, codified & independent
➔ Think pricing, sales compensation & experiment data
➔ Growth teams work on rules (vs. flywheels & hacks)
➔ Content rules like landing pages
◆ Design
◆ Development
◆ Content modelling
➔ Customer data rules like sales automation
◆ Segments (complex)
◆ Templates (complex)
◆ Workflows (simple)