The document discusses growth strategies using 'pirate metrics' to optimize customer acquisition, activation, retention, monetization, and referrals. It emphasizes the importance of measuring both quantitative and qualitative data to understand user behavior and improve conversion rates. Additionally, it outlines various marketing channels, tactics for different business models, and the need for ongoing testing and improvements in the growth process.

1. Pirate Metrics
- What can pirates teach you
about growth?

2. Last time:
◉ What is Growth Management?
◉ Growth Mindset
◉ Product Market Fit
◉ Customer Centric Development
◉ Word of Mouth
◉ Why need to measure everything

3. Next meetings will focus on:
◉ Growth Process
◉ Pirate Metrics Workshop
◉ Tests and Experiments
◉ B2B

4. How long will it take today?

5. Ok, so what about today?

6. In order to grow - you must
know in which direction

7. How about a framework?

8. Like a list of things you want to do

9. And a list of how you want to do them

10. And a final list of what value will they
bring as a result

11. Now what to do with these lists?

12. How can you segment these ideas?

13. All this and more - in the next
episode!

14. Just kidding.

15. Let’s get started!

17. Dave McClure

18. Old School funnel

19. What did the marketing normally do??
Lead acquisition

20. What are Pirate Metrics?

21. Users come to your site/product
from various sources

22. Examples of Acquisition Tactics
● SEO
● SEM
● PR
● Social
● Content Marketing
● Biz Dev
● Webinar
● Referrals
● Free trial
● Newsletter
● Guest post
● Outreach
● Q&A

23. Disclaimer:
You don’t need huge volumes to
acquire customers. If you have
a few hundred of very targeted
visitors every month - its fine!

24. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience and leave contact info

25. Examples of Activation Tactics
● Social
● Content Marketing
● Newsletter
● Lead nurturing
● On-boarding
● Screencasts

26. Difference between B2B & B2C
Example of a B2B
Activation
● Website form
● RFP
Examples of B2C
Activations
● Create account
● Buy something
● Leave email

27. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times

28. Examples of Retention Tactics
● Social
● Content Marketing
● Newsletter
● Lead nurturing
● On-boarding
● Screencasts

29. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times
Users conduct some monetization
behavior

30. Examples of Revenue Tactics
● Scarcity
● Discount
● Annual plan
● Up-sells
● Cross-sells
● Evangelism
● Guarantees
● Support

31. Users come to your site/product
from various sources
Users enjoy 1st visit: ‘happy’ user
experience
Users come back, visit the site
multiple times
Users like the product so much they
refer it to others
Users conduct some monetization
behavior

32. What should be the job of marketing?

33. Examples of Referral Tactics
● Incentive
● Loyalty program
● Easy to share
● Embeds
● Hyperlinks

45. Types of metrics &
measurement

46. First
Quantitative analysis
(see that there's a problem somewhere in
the funnel, numbers don’t lie)
- then -
Qualitative
(try to understand why the problem exist)

47. Qualitative:
Usability Testing / Session
Monitoring

48. Watch what users do, figure
out problems & solutions
from small # of users

49. Quantitative:
Traffic analysis / User
engagement

50. Report what users do, track
usage & conversion %’s for
all or empirical sample # of
users

51. Comparative:
A/B, Multivariate testing

52. Compare what users do in
one scenario vs another, see
which copy/graphics/UI is
most effective

53. Competitive:
Monitoring & tracking
competitors

54. Track competitor activity &
compare against yours; if
possible compare channels,
keyword traffic,
demographic targeting, user
satisfaction etc.

55. Channel conversion criteria

56. Best performing (%)
channels/campaigns/copy

57. Largest volume (#)
channels/campaigns/copy
Best performing (%)
channels/campaigns/copy

58. Lowest cost ($)
channels/campaigns/copy
Largest volume (#)
channels/campaigns/copy
Best performing (%)
channels/campaigns/copy

59. Measurement components:

60. Audience Segment (middle-
aged men, city center
inhabitants, young couples)

61. Channel source
(social network, search
engine, email, referral)

62. Campaign theme / Brand
promise
(find love, learn marketing,
get in shape, read great
books on your smartphone)

63. Landing Page & CTA

64. Copy & graphics

70. Example
1000 (100%)

71. Example
100 (10%)
1000 (100%)

72. Example
50 (5%)
100 (10%)
1000 (100%)

73. Example
20 (2%)
50 (5%)
100 (10%)
1000 (100%)

74. 5 (0,5%)
Example
20 (2%)
50 (5%)
100 (10%)
1000 (100%)

75. Marketing
What channels? Who do you
market to?

76. Design & Test multiple
marketing channels

77. Select & Focus on Channels
with:
◉High Volume
◉High Conversion
◉Low Cost

78. Measure deeper into the
funnel not just into the
website / landing page

79. Segment & select channels
& customers by conversion
at the deepest possible level
(ideally $$$)

80. Product
How to choose what to
build?

81. Choose features for
conversion improvement
◉80% on existing features
◉20% on new feature
development

82. Keep guessing, build a
backlog of ideas and carry
them out
A/B test a lot
A LOT!

83. Measure
conversion improvement

84. Rinse & repeat

85. CEO / Founder
What metrics do you choose
to watch?

86. Hypothesize Customer
Lifecycle & Refine
◉Choose 5-10 conversion
steps
◉Less, not more, is better

87. Measure & iterate

88. Focus on conversion
improvement

89. Delegate each metric to
someone to OWN IT

90. A few Examples

91. Friends, press, school, SEO, referral
Facebook

92. Add 5 or more friends
Facebook
Friends, press, school

93. You come back to see what are your
friends doing
Facebook
Add 5 or more friends
Friends, press, school

94. You click on ads in your news feed
Facebook
You come back to see what are your
friends doing
Add 5 or more friends
Friends, press, school

95. You ask your friends to join because
you want to follow what they’re doing
Facebook
You click on ads in your news feed
You come back to see what are your
friends doing
Add 5 or more friends
Friends, press, school

96. Friends, press, SEO, referral
Dropbox

97. Set up your account to store and
share files
Dropbox
Friends, press, SEO, referral

98. You want to upload more files or use
the ones you’ve uploaded
Dropbox
Set up your account to store and
share files
Friends, press, SEO, referral

99. You need more space, so you buy it
Dropbox
You want to upload more files or use
the ones you’ve uploaded
Set up your account to store and
share files
Friends, press, SEO, referral

100. You need more space so you invite
your friends - invites give you both
more space
Dropbox
You need more space, so you buy it
You want to upload more files or use
the ones you’ve uploaded
Set up your account to store and
share files
Friends, press, SEO, referral

101. Friends, press, SEO, referral
Uber

102. Your first ride (most likely for free)
Uber
Friends, press, SEO, referral

103. You want to use your remaining free
rides / You never want to go back to
regular taxi services
Uber
Friends, press, SEO, referral
Your first ride (most likely for free)

104. You start paying for rides because
your free codes are gone
Uber
You want to use your remaining free
rides / You never want to go back to
regular taxi services
Friends, press, SEO, referral
Your first ride (most likely for free)

105. You and your friend both get free
codes for the referral
Uber
You start paying for rides because
your free codes are gone
You want to use your remaining free
rides / You never want to go back to
regular taxi services
Friends, press, SEO, referral
Your first ride (most likely for free)

106. SEO, Social Media, Referral,
Influencers
eStore with socks

107. Unique sock patterns & great
delivery terms
eStore with socks
SEO, Social Media, Referral,
Influencers

108. Remarketing kept stalking you until
you really wanted these socks
eStore with socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

109. You bought the socks you liked so
much….and 3 other pairs
eStore with socks
Remarketing kept stalking you until
you really wanted these socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

110. The newsletter said that if your
friend bought 4 pairs, the you’d get
one for free so you talked your friend
into it
eStore with socks
You bought the socks you liked so
much….and 3 other pairs
Remarketing kept stalking you until
you really wanted these socks
Unique sock patterns & great
delivery terms
SEO, Social Media, Referral,
Influencers

111. SEO, Social Media, Referral, Blog
CRM

112. Great features, many integrations,
good pricing
CRM
SEO, Social Media, Referral, Blog

113. You left your email and the nurturing
campaign together with remarketing
CRM
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

114. You decided to give it a go and after
30 days it was all you ever needed,
so you started to pay
CRM
You left your email and the nurturing
campaign together with remarketing
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

115. You were so happy with the
features, customer support and UI
that when a friend was looking for a
CRM - you recommended this one
CRM
You decided to give it a go and after
30 days it was all you ever needed,
so you started to pay
You left your email and the nurturing
campaign together with remarketing
Great features, many integrations,
good pricing
SEO, Social Media, Referral, Blog

116. SEO, Social Media, Referral, Blog, Ads
Apple Equipment Fixing Service

117. Good reputation, they can fix my
problem, pricing is within my range
Apple Equipment Fixing Service
SEO, Social Media, Referral, Blog, Ads

118. I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Apple Equipment Fixing Service
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

119. You send/give them your device to
fix
Apple Equipment Fixing Service
I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

120. They did it really quick, the courier
was free, they ask you to refer 5
friends and they will get you your
next fix on the house while your 5
friends get a 15% discount - win win!
Apple Equipment Fixing Service
You send/give them your device to
fix
I keep seeing their ads everywhere
(remarketing) or I signed up to their
newsletter and I need to fix my iPad
Good reputation, they can fix my
problem, pricing is within my range
SEO, Social Media, Referral, Blog, Ads

121. ?
LiveChat
?
?
?
?

123. What’s LiveChat?

126. What type of
content do the SEO?

128. Support and CRO
also goes here*.
*As acquisition (for us) is getting user to sign up for a trial (that happens on subdomain with webapp, not on main domain), therefore all actions leading to
creating a trial account are considered as acquisition by me (in this case).

132. Ok, what about Retention?

133. It’s the product itself*
that works for it.
*Product as an entire customer experience it can deliver. It includes its features, UI, access to support, knowledge base, the fulfillment of needs, being robust, etc.

135. People love to brag.

136. What boosts referral too?

137. NPS

138. NPS
Individual “WOW” experience

139. NPS
Individual “WOW” experience
Partners Program pitch

140. NPS
Individual “WOW” experience
Partners Program pitch
“Powered by LiveChat”

141. NPS
Individual “WOW” experience
Partners Program pitch
“Powered by LiveChat”
LiveChat support experience

142. NPS
Individual “WOW” experience
Partners Program pitch
“Powered by LiveChat”
LiveChat support experience
Shares generated by content

143. Q&A

144. Trick question – on which
part of the funnel should we
focus?

145. It depends…

146. Acquisition is everything but
retention is 4ever”
B.Balfour

147. Every funnel is different

148. Build a model with KPIs to
be met that are reasonable

149. Look at your actual funnel
statistics and see where are
the biggest leaks

150. Just like with the product -
focus on fixing what you
already have instead of
building a shit-ton of tactics

151. But don’t abandon new
tactics altogether
Remember: 80 - 20

152. 80% - fixing existing tactics
20% - developing new ones

153. 5 most important points of
today’s presentation

155. Next time
Growth Process

156. Q&A

157. Thanks for coming!
Let’s have a beer together now!

158. Any questions ?
You can find me at
◉ tomzduda@gmail.com
Thanks!