Marketing As a Growth Engine
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The document discusses how marketing should be viewed as a growth engine for companies, especially startups. It outlines five steps to build an effective always-on marketing engine: 1) define the purpose and mission, 2) build integrated marketing components, 3) define success metrics, 4) understand user motivations, and 5) transition from campaigns to always-on engagement. The overall goal of the engine should be to grow the brand, grow the user base, and grow user value through personalized messaging delivered at the right time.
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Marketing As a Growth Engine
- 5. Mad Men!
- 8. Marketing = Brand Product = Growth
- 11. “Market to Grow” Shouldn't we always just
- 12. Grow the Brand Grow User Base Grow User Value Inter- twined
- 13. If you’re a StartUp
- 14. Proprietary & Confidential 14 Stop Confusing Marketing’s Outcomes vs Outputs
- 15. Proprietary & Confidential Spotify SUBS CURRENT MAU Total Addressable Market
- 16. Spotify SUBS CURRENT MAU You don’t have the right to win
- 17. CURRENT MAU 1. Inspire & Influence - Create Demand
- 18. CURRENT MAU 2. Ready & Waiting - Capture Demand
- 21. Proprietary & Confidential 21 The How
- 22. 1. Purpose & Mission of Marketing
- 26. 2. Build & Wire Parts of the Engine
- 27. Build All Parts
- 28. Systems Thinking
- 29. 3. Define Success Against Outcomes
- 30. Journey from Non Measurable to Measurable Marketing
- 34. 80 20?
- 35. 20 80
- 38. Purpose — Understanding Core Value Proposition for your Product, without this your product will not exist Core Action — The one action you want your users to take as soon as possible Cycle — How often/frequently do you want them to take that action
- 39. Proprietary & Confidential Attributableregistrations Weekly spend Scales slowly Scales well No returns, need more demand Find diminishing returns through testing & learning. Channel Threshold Experiment Paid Social - $X00K/Week (30% budget increase)
- 40. 4. Understand the Why behind the What
- 41. User Obsession
- 42. ONE HUMAN BEING Email Mom Mobile Mom Social Mom eComm Mom Retail Mom MANAGED AS 5 DIFFERENT HUMANS You Think You Know Her, You Really Don’t
- 44. theWhy behind the What
- 45. 5. From Campaigns to Always-On
- 46. Product’s Valley of Death
- 47. CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN 4 Marketing’s Valley of Death
- 49. The Always-On Engine working in tandem in key moments
- 50. From Perfection in marketing, to Experimentation
- 52. Grow the Brand
- 54. Customer’s Beliefs Brand’s Beliefs Common Purpose I want good fast food We believe in fast food with integrity Fast Food Doesn’t Have To Be Bad
- 55. Grow Your Brand GrowTheUserBase CORE PRODUCT EXPERIENCE IS YOUR BRAND YOUR USERS THE REAL PROTAGONIST YOUR CULTURE BECOMES THE BRAND USE USER’s DATA TO SHARE THEIR STORIES BUILD TRUST INFLUENCE CULTURE EXPRESS & SHARE THEIR STORIES BUILD HABIT Start Up Phase
- 56. Grow Your Brand GrowTheUserBase CORE PRODUCT EXPERIENCE IS YOUR BRAND YOUR USERS THE REAL PROTAGONIST YOUR CULTURE BECOMES THE BRAND USE USER’s DATA TO SHARE THEIR STORIES BUILD TRUST INFLUENCE CULTURE EXPRESS & SHARE THEIR STORIES BUILD HABIT Start Up Phase
- 57. Grow Your Brand GrowTheUserBase CORE PRODUCT EXPERIENCE IS YOUR BRAND YOUR USERS THE REAL PROTAGONIST YOUR CULTURE BECOMES THE BRAND USE USER’s DATA TO SHARE THEIR STORIES BUILD TRUST INFLUENCE CULTURE EXPRESS & SHARE THEIR STORIES BUILD HABIT Start Up Phase
- 58. Grow Your Brand GrowTheUserBase CORE PRODUCT EXPERIENCE IS YOUR BRAND YOUR USERS THE REAL PROTAGONIST YOUR CULTURE BECOMES THE BRAND USE USER’s DATA TO SHARE THEIR STORIES BUILD TRUST INFLUENCE CULTURE EXPRESS & SHARE THEIR STORIES BUILD HABIT Start Up Phase
- 61. Grow the User Value
- 62. “Right message to the right person at the right time through the right channel”
- 63. “Right message to the right person at the right time through the right channel”
- 64. “Right message to the right person at the right time through the right channel”