Marketing as you know it died 10 years ago, and ‘growth hacking’ often just means ‘we failed to deliver results’. Drawing on his experiences leading the marketing team for one of Europe’s top fintech companies, Edgar will offer practical insight into marketing in a product company, applying Agile principles to your growth, scaling up to hyper-growth, managing relationships with the C-suite — and more!

1. Marketing as
growth driver
From Cult Leaders to Chief Executives

2. Edgar

4. Marketing
=
Growth

5. Growth
Marketing

6. Shrink
Marketing

11. Cash cows
Dogs
Question marks
Stars
BCG MATRIX
Operational Excellence
Product Leadership
Customer Intimacy
VALUE DISCIPLINES
Price
Product
Promotion
Place
MARKETING MIX
Also Osho…

13. Desire

14. Part 1:
Influence decision making

15. Gender: Male
Age: 39
Marital status: Married, 3 kids
Occupation: Blue collar worker

16. Gender: Male
Age: 39
Marital status: Married, 3 kids
Occupation: Blue collar worker

18. Lazy

24. Marketing
=
Growth

25. CRM
Online acquisition
PR
Extend lifetime valueEngagement
Capture existing intentAcquisition
Create new demandAwareness

26. 1. Get noticed
2. Create distinctive assets
3. Continuously reach potential buyers
4. Refresh brand memories
5. Be consistent
Things to remember:

27. Influence decision making
=
Mental availability

29. Part 2:
Make sure you can buy it

30. Make sure you can buy it
=
Physical availability

31. Online
Offline

35. 1. Maximise presence
2. Make sure you can be found
3. Be relevant for category buyers
4. No numbers is no growth
Things to remember:

36. BI tools
Attribution and success measurement tools
Bid optimisation automation tools
Campaign structure deployment tools
Competition analysis tools
Ranking monitoring tools for organic search
Website health monitoring tools
Backlinks analysis tools
Creatives automation tools
Audiences and targeting tools
A/B testing tools
CRM automation tools
In-store behaviour tracking tools

37. But don’t
worry…

38. No company every achieved
100% physical availability

39. Marketing
=
Growth

42. One more thing…

43. Get yourself an
Agile Coach

44. 1. Ensure alignment between strategy
and delivery
2. Scale teams of dozens of employees in
a coordinated way
3. Increase visibility and predictability to
make more informed decisions
4. Make everyone aware that change is constant
An agile coach helps you to:

45. Marketing
=
Gr wth

46. Thank you!
edgar@izettle.com