Instructor: Shelley Steigerwald It’s easy to get lost in the marketing weeds. Social media, email, webinars, blogs, website updates, infographics, referral campaigns, events, contests, PPC, PR, SEO … What should you do first? How should you spend your limited limited resources for maximum impact? This class will help you prioritze, allocate your budget, and write your marketing plan like a growth hacker. It will be particularly helpful for entrepreneurs and startuppers who haven't done this before, but seasoned marketers will also learn some handy shortcuts and tricks to the trade. What You'll Learn How to hack your Customer Lifecycle to find the best marketing channles for your company. How to prioritize your marketing to-do list like a growth hacker. How to measure, optimize, and win during each phase of your Customer Lifecycle.

1. Growth Hacker
CRAFT YOUR MARKETING
TO-DO LIST LIKE A
SHELLEY STEIGERWALD
@shelsteiger

2. WHAT IS GROWTH HACKING?

3. WHAT IS GROWTH HACKING?
It’s just MARKETING!! – Angry people on Twitter
It’s what everyone in a startup does. – Entrepreneurs
It’s “taking responsibility for growth with an
entrepreneurial drive” – Sean Ellis, startup-marketing.com
It’s “when growth is one of your marketing
objectives and someone is solely assigned to
that objective.” – Muhammad Saleem, MarketingLand.com

4. CREATIVITY
TECHNIQUE
Immerse yourself
in the problem,
and entertain all
solutions.
Understand the
context, use the
tools, and assess
results.

5. 1. Business
Life Cycle

6. B U S I NES S / PROD U C T LI F E C YC LE
CUSTOMERS
TIME

7. B U S I NES S / PROD U C T LI F E C YC LE
CUSTOMERS
TIME

8. B U S I NES S / PROD U C T LI F E C YC LE
IDEA
GO-­‐TO-­‐
MARKET
MATURITY
RENEWAL
GROWTH
CUSTOMERS
TIME

9. 2. Customer
Life Cycle

10. TH E FUNNEL

11. TWO WORLDS COLLI DE
HOW THE
Business
SEES IT
HOW THE
Customer
SEES IT
It’s
my
sales
funnel!
It’s
my
decision!

12. F OR R ES T ER ’S S OLU T I ON

13. C U S T O M ER LI F E C YC LE, M O D I F I ED
DISCOVER EXPLORE BUY ENGAGE

14. C U S T O M ER LI F E C YC LE, M O D I F I ED
DISCOVER EXPLORE BUY ENGAGE

15. C U S T O M ER LI F E C YC LE, M O D I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST

16. EXAM PLES
Active
Search keywords
Ask for a referral
Participate in online discussion
Passive
See media coverage
Attend events
Experiencing the problem
DISCOVER EXPLORE BUY ENGAGE

17. EXAM PLES
DISCOVER EXPLORE BUY ENGAGE
Website content
Validation from network
Sales pitches
Read Yelp reviews

18. EXAM PLES
DISCOVER EXPLORE BUY ENGAGE
30-day free trial
Select package
Email confirmation with
receipt
Create an account or checkout
as a guest

19. C U S T O M ER LI F E C YC LE, M O D I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST

20. LEVERAGE POINTS
3. Leverage
Points

21. FINAL TIPS
• Measure with discipline
• Growth vs. Scalable growth
• Black-hat vs. white-hat tactics
• Collaborate

22. RECAP
• Growth hacking is a piece of Marketing
• Study the craft
– Business Life Cycle
– Customer Life Cycle
• Look for leverage points
• Structure time to be creative
• Test, measure, analyze

23. RECAP
• Growth hacking is a piece of Marketing
• Study the craft
– Business Life Cycle
– Customer Life Cycle
• Look for leverage points
• Structure time to be creative
• Test, measure, analyze
…and now you’re a Growth Hacker!

24. LEVERAGE POINTS
Q&A

25. K EEP I N TOU C H !
shelley@marketingintandem.com
@shelsteiger