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Growth Hacking for Agile Marketing Meetup
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Continuous Improvement
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Growth Hacking for the Agile Marketing Meetup


Paul Willard, Atlassian CMO • 11/27/2012
Me
• Boeing Engineer
 • 7 years writing code
 • Learned Japanese
   manufacturing concepts          Marketing   Growth    Development
                                               Hacking
• Product Management
 • Customer acquisition products
 • A/B testing
Distribution
• Startups need technology,
  product, and distribution
• Many fail on distribution
 • Myth:
   If you build it, they will come
 • Fact:
   The best distribution won
Unicorns & Viral Supernovas
• Most products do not have
  a target market of everyone
 • Nuclear chain reactions &
   explosive virality are difficult to
   achieve without concentration
 • Virality should not be THE plan
Learn to Fail
• Most ideas will not work
• Don’t invest too much in
  any one idea – no epic fails
• Planned failure - fast, cheap
Change – The Only Constant
                                                   Birth and death timeline instead?
• New media, channels, and platforms
  come and go quickly
 • Social, mobile, tablet, Pinterest, Groupon
 • AOL, Yahoo, MySpace, Display, Palm Pre,
   BlackBerry, Meebo, hotmail, del.icio.us . . .

• Tech know how and flexibility needed
  to apply new sources, data, API’s
The Only Charts You Need

            Acquisition Exponential                        Cohort Curves




                                      Lifetime Value ($)
Customers




                     Month                                 Months as Customer
The Growth Machine
• Test quick, cheap, and dirty
 • Released vs polished
 • Front end flexibility
 • Standardize reporting

• Measure LTV
 • Conversion is not good enough
 • Model it from twitchy data
Feedback Loops
• Acquisition exponential
 • Eyeballs
 • Conversion Funnel

• Never stop what is working,
  be incremental & relentless
Kanban Team
• Prioritize releasing
 • Cadence - 2 / person week
 • Drop things that don’t work
 • Put more into things that do

• 2 Backlogs
 • New eyeballs to product
 • Conversion A/B testing
How much should I spend?
• 12 month break even                                     Allowable
 • Conservative




                                   Lifetime Value ($)
 • Estimating is ok
 • Virality
 • Model LTV for each channel or
   even campaign

                                                        Months as Customer
A/B Testing - A Practical Guide
• Hypothesis Testing Equation
 • Myth: A vs B, best one wins
 • Reality: Look at distribution,
   segmentation, learn about the
   market, and dream up C

• Conversion = Desire - Friction
Desire
• Behavioral design: Read
  Cialdini, Dan Ariely, Nir Ayal
• Examples
 • Headlines
 • An authentic solution
 • Ask customer what they want
Friction
• UX testing useful for friction
• Minimize ambiguity through
  good design
 • Speed
 • Call to action - placement,
   color, shape
 • Grouping, contrast, IA
Product as Designer Drug
• Get your market hooked
 • Their fix = problem solved
 • Eliminate all friction

• Test conversion to “fix”
• Qualitative methods
Cohorts
• Do not A/B test your core                                Test impact on LTV
  repeat usage product
 • UX testing to show problems




                                      Lifetime Value ($)
 • Offer beta - to a subpop
 • Test newsletters, cross-sell/up-
   sell messaging, tutorials, first
   time user flows, etc
 • Find twitchy measures of                                  Months as Customer

   success

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Growth Hacking for Agile Marketing Meetup

  • 2. Distribution via Continuous Improvement Feedback Loops Growth Hacking for the Agile Marketing Meetup Paul Willard, Atlassian CMO • 11/27/2012
  • 3. Me • Boeing Engineer • 7 years writing code • Learned Japanese manufacturing concepts Marketing Growth Development Hacking • Product Management • Customer acquisition products • A/B testing
  • 4. Distribution • Startups need technology, product, and distribution • Many fail on distribution • Myth: If you build it, they will come • Fact: The best distribution won
  • 5. Unicorns & Viral Supernovas • Most products do not have a target market of everyone • Nuclear chain reactions & explosive virality are difficult to achieve without concentration • Virality should not be THE plan
  • 6. Learn to Fail • Most ideas will not work • Don’t invest too much in any one idea – no epic fails • Planned failure - fast, cheap
  • 7. Change – The Only Constant Birth and death timeline instead? • New media, channels, and platforms come and go quickly • Social, mobile, tablet, Pinterest, Groupon • AOL, Yahoo, MySpace, Display, Palm Pre, BlackBerry, Meebo, hotmail, del.icio.us . . . • Tech know how and flexibility needed to apply new sources, data, API’s
  • 8. The Only Charts You Need Acquisition Exponential Cohort Curves Lifetime Value ($) Customers Month Months as Customer
  • 9. The Growth Machine • Test quick, cheap, and dirty • Released vs polished • Front end flexibility • Standardize reporting • Measure LTV • Conversion is not good enough • Model it from twitchy data
  • 10. Feedback Loops • Acquisition exponential • Eyeballs • Conversion Funnel • Never stop what is working, be incremental & relentless
  • 11. Kanban Team • Prioritize releasing • Cadence - 2 / person week • Drop things that don’t work • Put more into things that do • 2 Backlogs • New eyeballs to product • Conversion A/B testing
  • 12. How much should I spend? • 12 month break even Allowable • Conservative Lifetime Value ($) • Estimating is ok • Virality • Model LTV for each channel or even campaign Months as Customer
  • 13. A/B Testing - A Practical Guide • Hypothesis Testing Equation • Myth: A vs B, best one wins • Reality: Look at distribution, segmentation, learn about the market, and dream up C • Conversion = Desire - Friction
  • 14. Desire • Behavioral design: Read Cialdini, Dan Ariely, Nir Ayal • Examples • Headlines • An authentic solution • Ask customer what they want
  • 15. Friction • UX testing useful for friction • Minimize ambiguity through good design • Speed • Call to action - placement, color, shape • Grouping, contrast, IA
  • 16. Product as Designer Drug • Get your market hooked • Their fix = problem solved • Eliminate all friction • Test conversion to “fix” • Qualitative methods
  • 17. Cohorts • Do not A/B test your core Test impact on LTV repeat usage product • UX testing to show problems Lifetime Value ($) • Offer beta - to a subpop • Test newsletters, cross-sell/up- sell messaging, tutorials, first time user flows, etc • Find twitchy measures of Months as Customer success