Growth/Marketing-Fit : An actionable framework with free tools to help startups grow and scale their marketing efforts

MARKETERS ALWAYS RUIN
EVERYTHING
Guillaume DUMORTIER — CEO at The Growth Concierge

MARKETERS ALWAYS
RUIN EVERYTHING
Marketing is being implemented
and evaluated in an
under-satisfying way because
companies can’t keep up with the
marketing knowledge, skills, and
tools that are really useful for their
business.

👋
You can’t scare me, I have two daughters
INTERNATIONAL ACADEMICS
ESCP Europe — Stanford — MDI (India)
BIG CORP. WORK & CONSULT
L’Oreal — Red Bull —Reckitt — Danone — Kering
Group (Puma, Gucci) — Bouygues Telecom —
BADASS MARKETING ENTREPRENEUR
Raised $1M+ and crashed
O to $350K AAR
Clients total valuations > $1B+
COMMITTED MENTOR
GrowthX – The Reﬁners – Hax mentor
ABOUT ME
© 2019 The Growth Concierge

PRODUCT - MARKET
FIT
‟
I ask existing users of a
product how they would feel
if they could no longer use
the product.
SEAN ELLIS, CEO of GrowthHackers

GROWTH MARKETING FIT
AUDIENCE-MESSAGE FIT CONTENT-INTENT FIT CONVERT-CHANNEL FIT

The Main
● Context For Modern Marketing
● Marketing Faux-Pas
● The New Marketing Stack
● Data-driven approach & demos
Actionable Marketing:
Demos & Data

The Communication Paradigm
Sender Message Channel Recipient
Feedback
Loop

PERMISSION
MARKETING
INTRUSION
MARKETING
ADAPT OR DIE

ADAPT OR DIE
TODAY’S MAINSTREAM CHANNELS
DID NOT EXIST 10 YEARS AGO

5 Marketing Faux-Pas to Crack
#1 A good product doesn’t need marketing
#2 Was there a problem to begin with?
#3 The product is developed - it's time to think about marketing
#4 High marketing expectations
#5 Promotion everywhere

The New Marketing Stack
AUDIENCES
Demo +
Psychographics
MESSAGING
Beneﬁt-Oriented
Value Proposition
CONTENT
Edutainment
CHANNELS
Goals & Conversion

From personas to custom audiences
Age
Location
Revenue
Job role
Lifestyle Interest
Human values

Beneﬁt-oriented messaging
Vitamin or Pain Killer?

Beneﬁt-oriented messaging
Make the customer buy a better
version of her/himself
Potential Customer
Your
product
Awesome person who
can do cool things!

Pillars of content
Content that entertains, educates,
persuades, and converts.

The Marketing Channel Matrix

The New Marketing Dynamics
MVP

Your marketing toolbox
1. Who is my customer?
○ Facebook Audience Insights - drawing on big data for customer insight
○ Radarly, Socialbakers, YouScan, Awario - social listening, identifying consumer trends &
thought leaders
2. Who am I competing against?
○ Test My Site / MOZ Link Explorer - compare site speed & improving conversions
○ SEMRush / SimilarWeb / Ubersuggest - comparing search & online presence
○ Moat / AdBeat / Facebook Ad Library / Ads of the World - compare ads of brands
Klear, Radarly, Phlanx - comparing social engagement rates
3. How can I reach them with?
○ Answer the Public / Google Keyword Research Tool - keyword/messaging ideas
○ Google Consumer Barometer / YouGov - consumer research & media proﬁling

Case study #1 –
CHALLENGE:
● Leverage the existing Ulule Campaign (500 pre-orders) and become independent from
3rd parties
● Find the audience - message ﬁt to promote their product
● Create an E-shop to start generate revenues and to test social campaigns

Case study #1 –
What we did:
● Created a Website with and E-shop ● Analytically created a message sequence
to be tested with social ads

Case study #1 –
What we did:
● Tested diﬀerent messages ● Analysed, optimised and evolved such
messages to create new campaigns with
diﬀerent objectives

Case study #1 –
THE RESULT IS A Sales Engine that is:
1. Predictable
2. Scalable
3. Replicable

Case study #2 –
CHALLENGE:
● Build from scratch the Facebook (and Instagram) Business Manager Platform
● Leverage and diﬀerentiate the " Persona Demographic Campaign" creating social
audiences
● Get App - Downloads
● Market Warm - Up before product Launch

Case study #2 –
What we did:
● Settled up FB/IG Business manager ● Created several audiences characterised
with diﬀerent angles and interests

Case study #2 –
● Market Warm - Up and Lead
Generation Engine → CHATBOT

Case study #1 –
THE RESULT IS A Go To Market Strategy:

Growth/Marketing-Fit : An actionable framework with free tools to help startups grow and scale their marketing efforts

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