The document discusses the concept of growth hacking as a marketing strategy in the tech industry, emphasizing the need for creativity and data-driven approaches to optimize user growth cost-effectively. It outlines the importance of understanding product-market fit and various aspects of the customer lifecycle, including acquisition, activation, retention, referral, and revenue generation. Additionally, it presents successful examples and tools of growth hacking, highlighting techniques for partnership marketing, retention strategies, and fostering virality among users.

1. GROWTH HACKING
THE FUTURE OF
MARKETING IN TECH
by Victoria Rusnac
@VictoriaRusnac

2. Marketing strategy
Brand strategy
Product marketing
P&L management
Customer Marketing
Growth Marketing
Digital Marketing
Executive MBA
MARKETING IN FMCG, TELCO AND TECH

3. 3
§ Why growth hacking emerged?
§ Growth hacking explained
§ Growth hacking epic examples
§ Growth hacking tools
§ Q&A
AGENDA
GROWTH HACKING

4. WHY GROWTH
HACKING
EMERGED?

5. DIGITAL AND MOBILE HAVE DISRUPTED THE MARKETS

6. DISRUPTIVE TECHNOLOGIES REQUIRE A
BEHAVIOURAL CHANGE

7. SOCIAL MEDIA RESHAPED THE CUSTOMER JOURNEY

9. SOCIAL MEDIA & UGC IMPACT PURCHASE BEHAVIOR

10. GROWTH
HACKING
EXPLAINED

11. MARKETING IN TECH… GROWTH HACKING
&
PSYCHOLOGY

12. THE TANDEM OF MARKETING AND DATA

13. Growth hacking is all about
• developing creative strategies and unconventional tactics
• to dramatically increase users as
• cheaply as possible.
GROWTH HACKING
MARKETING + DATA + PRODUCT

14. Growth Hacker is a person whose true north is growth, combining engineering,
designing and marketing simultaneously in order to find optimal product-market
fit. Sean Ellis, DropBox founder.
How can you design a product experience that—just by using it—generates
marketing visibility?
A mindset which focuses marketing activities on increasing the scale and
profitability of a business through testing and optimisation techniques for
improving the value of audience touchpoints across the customer lifecycle.
PERSPECTIVES ON GROWTH HACKING

15. PRODUCT MARKET FIT

16. THE ONLY FUNNEL I BELIEVE IN
LEAN MARKETING FUNNEL
AARRR
Startup Metrics for Pirates Dave McClure

17. ACQUISITION – People come to your homepage or other landing pages from various
channels, from press to blogs to search engine traffic to word of mouth.
ACTIVATION – People have a happy first experience while on your site, usually
culminating in some action like the creation of an account or giving you their email address
for more information.
RETENTION – People become active users of your product, coming back to use it
multiple times and staying engaged each time.
REFERRAL – People share your product with their friends, who then have to be
activated, retained, etc.
REVENUE – You monetize people using your product, either through advertising,
subscriptions, lead generation or business development.
AARRR OR CUSTOMER LIFECYCLE MARKETING

18. AARRR IN ACTION
HIGH VOLUME #
HIGH CONVERSION %
LOW COST €

19. THE CONSUMER DECISION JOURNEY BY MCKINSEY

21. § Google AdWords campaigns
§ Display advertising
§ Social Media campaign
§ Telesales scripts
§ Email campaigns
§ Landing pages
§ Customer Journeys
HYPOTHESIS TESTING IS EASY AND CHEAP TO RUN
A/B TESTING

22. GROWTH
HACKING
EPIC EXAMPLES

23. P.S.: I love you. Get your free
email at Hotmail.

25. § Automated integration to cross-post accommodation listings on Craigslist
§ Free professional photos
§ Network effect
AIRBNB: PRODUCT & UX HACKS

27. GROWTH
HACKING
TOOLS

28. 28
GROWTH HACKING TOOLKIT

29. 29
1) PRODUCT MARKETING
2) PARTNERSHIP MARKETING
3) RETENTION
4) VIRALITY & REFERRAL
TOOLS WE WILL COVER

30. PRODUCT
MARKETING

31. HUMANS HAVE SHORTER ATTENTION SPAN THAN
GOLDFISH

32. FEATURES
CUSTOMER
BENEFITS
QUANTIFIABLE
CUSTOMER
BENEFITS
PRODUCT MARKETING EXPLAINED

33. A feature is a factual description of how your product works.
The features are the functioning attributes of your product.
The features also provide the ‘reasons to believe’.
A benefit is what your product does for the customer.
The ways that the features make your customer’s life better by
increasing pleasure or decreasing pain.
FEATURES & BENEFITS
FEATURES
BENEFITS

36. VIRTUAL BANK N26 HAS FEATURES FOR YOU

37. FUNCTIONALITY: send money at the market rate
BENEFIT: cheaper money transfer
QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72.
TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS

38. MESSAGING IN ALL TOUCHPOINTS

39. PARTNERSHIP
MARKETING

40. Thomas Cook introduces
interest-free direct debit
payments
A new method of spreading the cost of paying for holidays by the use of
direct debit is being introduced by Thomas Cook.
The monthly payments by direct debit scheme is linked to a low deposit
as Cook becomes one of the first travel companies to offer an interest-free
payment plan with zero fees for its customers.
Consumers booking online select the date of the month that the direct
debit is taken and can match the timing of payment with convenient dates,
such as payday.
Setting up the direct debit is integrated as part of the checkout process
when booking on Thomascook.com.
Cook has teamed up with direct debit provider GoCardless to offer the
service.
PARTNERSHIP MARKETING IS A BIG OPPORTUNITY

41. ACCOUNTANTS
partners and selling channel for
financial management software
BENEFITS
§ Special free software
§ Free training
§ Promotion of their firm
§ Marketing funds
PARTNERSHIP MARKETING FOR FINANCIAL SOFTWARE

42. RETENTION

43. GETTING USERS TO CONTINUE USING THE
PRODUCT OR SERVICE
Also known as:
§Engagement
§Repeat purchases
§Advocacy

44. HOW DO YOU KEEP RETENTION UP?
§ Amazing product experience
§ Amazing service
§ Email marketing
§ 3, 7 and 30 days First Time Use
§ Customised and automated emails
§ Retargeting
§ Content marketing
§ Building community
§ Gamification
§ Social Media

45. TO ACHIEVE ADVOCACY YOUR PRODUCT
NEEDS TO BE AN ORDER OF MAGNITUDE
BETTER THAN THE COMPETITOR’S

46. NPS SHOWS CUSTOMER ADVOCACY
Net Promoter Score is a customer loyalty metric based on a ‘likely to
recommend’ survey.
Promoters: Enthusiasts who fuel growth
Passives: Satisfied but vulnerable to competitors
Detractors: Unhappy, impede growth

47. In most industries, NPS explained
roughly 20% to 60% of the variation in
organic growth rates among
competitors.
On average, an industry’s Net Promoter
leader outgrew its competitors by a
factor greater than two times.
NPS CORRELATES WITH ORGANIC GROWTH
Bain study, 2015

48. THE WINNERS TAKE ALL

49. CUSTOMER IS KING…. VOCAL KING!
First positions in organic of azimoreview.com
Video was viewed 38,500 times

50. FULL TRANSPARENCY

51. VIRALITY &
REFERRAL

52. Designing the user experience so that telling and even inviting others to
join the service is
natural VIRALITY, PEER RECOMMENDATION
beneficial REFERRAL
NETWORK EFFECT
Aligned motivation occurs when new users see added value if there
were more users in the system.
VIRALITY AND REFERRAL: IS THERE A DIFFERENCE?

53. § Make it easy to spread your product
§ Worth and conducive to spreading
§ Will customer spend their social capital
recommending your product?
§ Make it seem like it is not a favor
§ Refer a friend = help your friend discover
VIRALITY CAN BE ENGINEERED

54. REVOLUT: FINTECH EXAMPLE OF VIRALITY
WOM and eWOM
“INVITE FRIENDS” IN APP
SEND & RECEIVE MONEY

55. DOLAR SHAVE CLUB: LAUNCH VIDEO GOT TRACTION
§ Launch video in March 2012,
starring founder Michael Dubin
went viral
§ The website crashed, and the
blades sold out in six hours.
§ The video has been viewed
about 23 million.
§ In July, 2016 Dollar Shave Club
hit the jackpot when Unilever
agreed to buy it for $1 billion.
https://www.youtube.com/watch?v=ZUG9qYTJMsI

56. TRANSFERWISE: REFERRAL BONUS
Transfer for free when
you refer a friend!
- Every friend that you invite to
TransferWise will get +£15 in fee credit
- And for every invited friend who makes a
transfer over £200 (or equivalent in
another supported currency) on
TransferWise, you’ll also get +£15 in
transfer credit

57. THANK YOU
Victoria Rusnac
@VictoriaRusnac