Growth Marketing Master Class - Yannick Khayati, The Growth Revolution
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In this masterclass, you’ll take a deep dive in all the latest growth marketing techniques. You’ll get a strong first impression of the capabilities that ‘the new way of marketing’ has to offer your business. This course contains: - An introduction to Growth Marketing - Case studies of companies that use this methodology succesfully - Tools to get started - Ideation tools to come up with better experiments - Clear understanding of experiment design
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Growth Marketing Master Class - Yannick Khayati, The Growth Revolution
- 1. Yannick Khayati GROWTH EXPERT / MANAGING PARTNER THE GROWTH REVOLUTION DUBAI, UAE ~ OCTOBER 23 - 24, 2018 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast Growth Marketing Master Class MASTERCLASS
- 2. Digimarcon MiddleEast INTRO TO GROWTH MARKETING
- 4. “GROWTH MARKETING IS A BUZZWORD.”
- 5. “GROWTH MARKETING IS A DIFFERENT NAMEFOR DIGITALMARKETING.”
- 6. “GROWTH HACKING IS M O R E OF A MINDSET THAN A TOOLKIT.”
- 9. HAVINGTO WAITSIXMINUTES FOR YOUR LUGGAGE
- 12. WHAT BINDS THESE STORIES? ‘SHADY’ GUERRILLATACTICS OTHER PEOPLE’SNETWORKS TECHNICAL SKILLS
- 13. WHY YOU SHOULD CARE MOST COMPANIES FOCUS ON PRODUCT, WHILE THE CHALLENGE IS DISTRIBUTION.1.
- 14. ANYONE SEEN ‘FIELD OF DREAMS’? “BUILD IT A N D THEY WILLCOME”
- 15. WHY DOES NOBODY LIKE MY PRODUCT?
- 17. DON’T TAKE MY WORD FOR IT “Poor distribution – not product – is the number one cause of business failure.” “Startups focus too much on building product, with limited attention to customer interaction, usability and marketing.” “Startups don’t fail because they lack a product. They fail because they lack customers and a profitable business model.” PETER THIEL co-founder PayPal Facebook investor DAVE MCCLURE 500 Startups STEVE BLANK The Lean Startup
- 18. WHY YOU SHOULD CARE MOST COMPANIES FOCUS ON PRODUCT, WHILE THE CHALLENGE IS DISTRIBUTION. TRADITIONAL MARKETING CHANNELS BECOME INCREASINGLY EXPENSIVE AND SATURATED. 1. 2.
- 20. OVER TIME, ALL MARKETING STRATEGIES RESULT IN SHITTY CLICK- THROUGH RATES. Andrew Chen, Head Of Growth Uber
- 21. WHY YOU SHOULD CARE MOST COMPANIES FOCUS ON PRODUCT, WHILE THE CHALLENGE IS DISTRIBUTION. TRADITIONAL MARKETING CHANNELS BECOME INCREASINGLY EXPENSIVE AND SATURATED. NEW CHANNELS AND TECHNOLOGIES ARE POPPING UP ALL THE TIME. 1. 2. 3.
- 22. CUSTOMERS ARE ONLINE ALL THE TIME
- 23. DO YOU KNOW WHERE YOUR CUSTOMERS HANG OUT?
- 25. WHY YOU SHOULD CARE NEW CHANNELS AND TECHNOLOGIES ARE POPPING UP ALL THE TIME. ACQUISITION IS TRIVIAL. ACTIVATION AND RETENTION ARE CRUCIAL. MOST COMPANIES FOCUS ON PRODUCT, WHILE THE CHALLENGE IS DISTRIBUTION. TRADITIONAL MARKETING CHANNELS BECOME INCREASINGLY EXPENSIVE AND SATURATED. 1. 2. 3. 4 .
- 27. WHY YOU SHOULD CARE MOST COMPANIES FOCUS ON PRODUCT, WHILE THE CHALLENGE IS DISTRIBUTION. TRADITIONAL MARKETING CHANNELS BECOME INCREASINGLY EXPENSIVE AND SATURATED. NEW CHANNELS AND TECHNOLOGIES ARE POPPING UP ALL THE TIME. ACQUISITION IS TRIVIAL. ACTIVATION AND RETENTION ARE CRUCIAL. DATA AND TOOLS = NO MORE WASTE. ONLY ROI. 1. 2. 3. 4 . 5.
- 30. OK. SO WHAT IS GROWTH MARKETING?
- 31. TOOLS SILVER BULLET MAGIC TRICKS BORDERLINE ILLEGAL GROWTH MARKETING …is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. EXPERIMENT-DRIVEN MARKETING CREATIVELY-ITERATED GROWTH
- 35. ACQUISITION How do users find you? ACTIVATION Users get a great first experience RETENTION Do users come back? REFERRAL Do users tell others? REVENUE Sell, upsell Digital Marketer Growth “Hacker” +Technical Knowledge AWARENESS How do users know about you?
- 36. PIRATE FUNNEL Define REFERRAL How do we makeusers tellothers? REVENUE How arewemone2zing? RETENTION How arewe ge6ng users to comeback? ACTIVATION What isour first greatuserexperience? ACQUISITION How do usersfindyou? AWARENESS How do usersknow aboutyou? Metric e.g.visits,impressions etc. e.g.#emailsubs e.g.#newtrial sign ups e.g.repeat purchase rate e.g.#referrals e.g.#monthlyrevenue e.g.usertraffic e.g.people who signed up e.g.userwow-moment e.g.daily returning visitors e.g.people who shareand invite e.g.#freemium
- 37. NORTH STARMETRIC HOW WE MEASURE GROWTH Should encompass several sub metrics • Come up with a metric that defines growth to your organization Delivered value • Should be a reflection of value delivered to customers AIRBNB Example • North Star metric is: Nights booked
- 39. EXPERIMENTATION TESTING DRIVES GROWTH Optimize experiments • A/B testing: there is probably a better way to do this Discovery tests • Try something you never done before to see if it works TWITER Example • The more you test, the faster you’ll grow
- 41. IF YOU DOUBLE THE NUMBER OF EXPERIMENTS YOU DO PER YEAR, YOU’ RE GOING TO DOUBLE YOUR INVENTIVENESS. — Jeff Bezos, richest man on the planet
- 42. GROWTH FUNDAMENTALS PIRATE FUNNEL NORTH STAR METRIC TESTING
- 44. 1.GENERATEIDEAS Use datato ideate trac2on tac2cs. 2.PRIORITISE Rateandcomparetheir poten2al impact, confidence andresources needed. 4. SPRINT Run experiments over a two-week 2me-span. 5.ANALYSE DATA StudyhardandsoHdata to learnifandwhy experiments(didn’t) work. 3.DESIGN EXPERIMENTS Designexperimentsto test hypothesesunderlying the chosenideas. GROWTH PROCESS
- 45. SUSTAINABLE GROWTH COMES FROM UNDERSTANDING BEST CUSTOMERS AND FIGURING OUT H O W TO FIND AND ACQUIRE MORE OF THEM. Sean Ellis, godfather of growth hacking
- 49. DRIFT drift.com
- 50. SUMO sumo.com
- 56. LUMEN 5
- 57. LANDBOT.IO
- 60. Build understanding about how our customer navigates within their context It helps you to think in terms of customer’s needs and aspirations, rather than features and specs. Helps to validate assumptions and hypothesis about our understanding of the customer. Why does the Customer Journey Canvas matter? 59
- 61. 60
- 62. Raise your hand if you believe that Bicycles are fragile?
- 64. THAT’S ALLFOLKS YOU WERE GREAT $
Editor's Notes
- Speaker Cover Slide
- Welcome Slide Template