SlideShare a Scribd company logo
www.grow.ac/london
grow.ac/london
www.grow.ac/london
Growth Marketing - Power Session
Linkedin: David Arnoux
Twitter + Snapchat : darnocks
www.grow.ac/london
Growth Tribe Philosophy
Everyone in the organisation
should have tech + quant +
creative skills
www.grow.ac/london
T-shaped Players
3-Month Academy StartupsYoung Professionals
High Growth / High Potential Startup
Classes
3-Month Academy Startups
6 Week Evening Course
Young Professionals
2 Day Crash Course
Creative
Marketing
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
GROWTH
TEAMS
Creative
Marketing
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
GROWTH
TEAMS
Corporates
Classes
3-Month Academy Startups
6 Week Evening Course
On-Site
Young Professionals
In-House
2 Day Crash Course
Some Of Our Clients: A Mix Of Startups And Corporates
www.grow.ac/london
Growth Tribe Philosophy
Growth comes from rapid
testing using the right
process, toolset, mindest...
www.grow.ac/london
The Mindset Of The “Growth Marketer”
Place your screenshot here
www.grow.ac/london
Takeru Kobayashi
www.grow.ac/london
Takeru Kobayashi
www.grow.ac/london
“If you’re growing a company today you
better learn to eat hot dogs
faster or differently...
www.grow.ac/london
Growth Hacking Famous Examples
What do these have in common?
Creative
(sometimes
Sneaky)
Cross-Skilled
Growth
Teams
OPN
(Other People’s
Network)
www.grow.ac/london
Why Are Growth Teams Taking Over The World?
Place your screenshot here
www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
www.grow.ac/london
www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
www.grow.ac/london
250-5000 Ads per day
www.grow.ac/london
betalist.com
www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially
www.grow.ac/london
Viral Channel Effectiveness
www.grow.ac/london
Growth Tribe Philosophy
More channels
=
More opportunities
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Traffic is trivial. Activation and Retention are crucial
www.grow.ac/london
Growth Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Teams
Growth
Teams
www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
www.grow.ac/london
Psychographic Personas
- Organise leads
- Make work easier
- Increase conversion
Outgoing, extrovert.
Critical. Dislikes
change.
- Trouble
searching for
leads in his CRM
- Scores leads by
hand
- Emails his team
for information
- Follows Grant
Cardone
- Facebook
- Reddit
- Slack
Fred, 31
Sales/commercial
manager 50+
company
www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
www.grow.ac/london
Negative aging: “Leave quick or stay long”
97% of people just left
www.grow.ac/london
www.grow.ac/london
You have 5 seconds to answer..
What does this
website do or
offer?
Why is it
special? What is
the USP?
www.grow.ac/london
www.grow.ac/london
15%
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
30%
www.grow.ac/london
www.grow.ac/london
80%
www.grow.ac/london
www.grow.ac/london
55%
www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Lagging
indicator
www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Leading
indicator
www.grow.ac/london
Early signal of longer term retention
www.grow.ac/london
www.grow.ac/london
What to focus on?
Users try out a lot of apps but decide which ones they
want to ‘stop using’ within the first 3-7 days.
The key to success is to get the users hooked during
that critical first 3-7 day period.
- Andrew Chen
www.grow.ac/london
“
The WOW moment
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Famous wow moments
2000 messages sent in team
Put at least 1 file in a folder
Follow 30+ people
Free demo
Get someone to buy 3 times
= average 11 purchases a year.
www.grow.ac/london
How to determine your wow moment?
Guess
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
How to determine your wow moment?
Guess
Collect Data
(Hard and Soft)
www.grow.ac/london
Analyze By Hand
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Watch a bunch of user recording videos at 4x speed
What did they do? What they didn’t do?
VS.
Retained Gone forever
www.grow.ac/london
How to determine your wow moment?
Guess
Ask a data
scientist
Analyze by
hand…
www.grow.ac/london
www.grow.ac/london
Running Regression Analysis
www.grow.ac/london
www.grow.ac/london
Small tip….
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition /
Activation
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
“
The proof is in the pudding…
Let your users have a bite.
www.grow.ac/london
● Button click
● Scroll
● Play Video
● Downloading a file
● Loading of Ajax, JavaScript or flash contents
● Loading of a dynamically generated webpage
● Loading of pop-ups, light boxes
● Loading of a flash video on a webpage
● Scrolling down the page
● Viewing of a flash video
● Viewing video footage of certain length
● Clicking on a video’s play/pause/stop button
● Interaction with a gadget
● Clicking on an image or a link
● Abandonment of a form
● Log-ins
● Sharing/printing a blog post, article, video or image
● Button click
● Scroll
● Clicking on an image or a link
● Use feature
www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. You need a process...
www.grow.ac/london
www.grow.ac/london
Growth Process
Adaptable
(Across all companies
cultures and
departments)
Expandable
(Can grow along with
the company)
Easy to
implement
(Minimal learning curve)
www.grow.ac/london
www.grow.ac/london
grow.ac/grows
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Lead Time
2
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Small Reminder
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Awareness
Getting people to visit your websiteBRASS
www.grow.ac/london
BRASS
www.grow.ac/london
Small Reminder
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Awareness
Getting people to visit your website
PIES
www.grow.ac/london
PIES
www.grow.ac/london
SCALABILITY
PIES SCORE
www.grow.ac/london
www.grow.ac/london
To verify that we will...
● Who is the target audience?
● What do you want them to do?
● Why should they do it?
● How long will it take to test? (we recommend
max 2 weeks)
● Add segmentation criteria?
● How big are sample sizes?
● Any budget involved?
● Can we test this in a sandbox environment?
● Can we test this off-brand?
● What type of test is this?
Clear description
www.grow.ac/london
www.grow.ac/london
grow.ac/grows
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
Growth Tribe Philosophy
It’s never been a more scary
and exciting time to grow
companies
www.grow.ac/london
Sentient.ai
www.grow.ac/london
Sentient.ai
www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
grow.ac/london

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