"Marketing Growth Stack" presentation by Alex Rascanu at the Marketers Unbound meetup in Toronto on April 16, 2015. More about Alex: http://www.alexrascanu.com

1. Marketing Growth Stack
- a strategic framework for delivering growth -
Alex Rascanu
alex@alexrascanu.com
@alexrascanu

2. Who is Alex Rascanu?
Marketing Growth Stack
Marketing Growth Tools
What we’ll cover in the next 20 minutes
@AlexRascanu

3. Who is Alex Rascanu?
Director, Online New Business
Development at The Princess
Margaret Foundation
Activated growth marketing stacks
at fast-growing startups like Powered
by Search and 80 Proof Digital
Some of the brands he’s worked with:
@AlexRascanu

4. @AlexRascanu
Who is Alex Rascanu?
Marketing events organizer
Regular digital marketing speaker at
universities, colleges, and marketing
industry conferences
Marketing events organized:
Created Canada’s
1st inbound
marketing study:

5. @AlexRascanu
Marketing Growth Stack
What are the channels/ activities/
elements of your marketing growth
stack?
1. Acquisition
2. Engagement & Retention
3. Monetization
Analytics
Tip #2
“An effective growth strategy will
play to core strengths, while
developing nascent competencies
and technologies to deliver
incremental growth over time.”
(Andy Carvell, growth at SoundCloud)
Tip #1
You must focus on building a
great product/service first.
Seriously.

6. @AlexRascanu
Marketing Growth Stack
1. ACQUISITION:
- Cross-sell
- SEO & app store optimization
- Content (blogging, whitepapers, webinars,
social, PR)
- Paid channels (search, Facebook + Twitter,
ad networks)
- Partnerships (incl. 3rd party stores)
- Events (meetups, lunch & learns)
- Viral (in-dashboard invites, integrations, shares)
- Re-targeting (nudge users to next step in the funnel)
- International (site translation, local payment methods supported,
social networks integration, country-level partnerships)

7. @AlexRascanu
Marketing Growth Stack
2. ENGAGEMENT & RETENTION:
- Onboarding flow (New User Optimization, tutorials,
welcome emails)
- CRM (email and SMS workflows, incl. for re-activation)
- App (in-browser and mobile)
- Community integration (online, offline through events)
- Content (blogging, whitepapers, webinars, social, PR)
- Ambassador program (perks, swag)
- Re-targeting
- International

8. @AlexRascanu
Marketing Growth Stack
3. MONETIZATION:
- Optimized payment page
- Relevant payment methods (Interac, PayPal, all major
credit cards)
- Book and/or e-book
- Training and/or consulting packages
- Conference
- Re-targeting
- International

9. @AlexRascanu
Marketing Growth Stack
4. ANALYTICS:
- Channel & referrer attribution
- On-site/in-app events tracking
- Campaign performance
- Conversion funnels
- User testing
- User demographics/ device details
- Cohort analysis
- Bug tracking
- A/B testing
- Heat maps
- Sentiment tracking
- Keyword performance
- LTV modeling
Tip #3
Analytics are not a box to tick,
they must inform the strategy!

10. @AlexRascanu
Marketing Growth Tools
What are the main tools you use as
part of your marketing growth stack?
1. Acquisition
2. Engagement & Retention
Analytics
Tip #4
“Day-to-day, I would break down
what a growth team does into two
major buckets: 1) Planning/modeling
and 2) Growth tests.”
(Andrew Chen, Silicon Valley advisor & investor)

11. @AlexRascanu
Marketing Growth Tools
1. ACQUISITION:
- Attribution
- SEO/app store optimization
- Paid channels & re-targeting
- Social media

12. @AlexRascanu
Marketing Growth Tools
2. ENGAGEMENT & RETENTION:
- CRM:
- Emails:

13. @AlexRascanu
Marketing Growth Tools
ANALYTICS:
- Analytics:
- User testing:
- A/B testing:
- Dashboards:

14. @AlexRascanu
What marketing initiatives and tools are
most useful to you, as you work on
accelerating your company’s growth?

15. THANK YOU!
Alex Rascanu
alex@alexrascanu.com
@alexrascanu

16. Sources:
1. “The mobile growth stack” article by Andy Carvell
2. “Growth Stacks” article by Greylock
3. “What does a growth team work on day to day?”
article by Andrew Chen