This presentation reflects a mock User Acquisition Marketing plan for the task management application Asana. The assumptions on these slides are informed by public information. This presentation served as the final project to my 10-week User Acquisition Marketing course at General Assembly taught by Kate Huyett, Director of User Acquisition and Business Intelligence at How About We.
Please feel free to reach out and say "Hello world!" at VincentVBarr@Gmail.com or visit my website: www.vincentbarr.com
Mobile App User Acquisition - Launch & Growth Strategies[x]cube LABS
A detailed presentation on mobile app marketing, specific launch activities and user acquisition startegies, covering various aspects like campaign planning, Incent vs. non-incent, selecting networks, creative testing, buying models, programmatic buying for mobile, analytics & campaign measurement etc.
This was presented at NASSCOM Game Developers Conference - NGDC 2015 in Pune by Saptarshi Roy Chaudhury, VP Marketing, [x]cube LABS
Take a look at current marketing trends and get an action plan on how to take your email marketing strategy to the next level with email auto responders and lead nurturing. Also view practical examples of triggered email sequences and auto responders that increase nurture leads and conversions.
Topics Covered:
• Email marketing trends
• Tips to improve targeting and segmentation
• Drip marketing campaigns to nurture contacts and analyze results
• Practical drip marketing campaign examples to generate results
• Short demo of how to set up drip campaigns
Presenter: Tamara Gielen | Plan to Engage
Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.
For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
Mobile App User Acquisition - Launch & Growth Strategies[x]cube LABS
A detailed presentation on mobile app marketing, specific launch activities and user acquisition startegies, covering various aspects like campaign planning, Incent vs. non-incent, selecting networks, creative testing, buying models, programmatic buying for mobile, analytics & campaign measurement etc.
This was presented at NASSCOM Game Developers Conference - NGDC 2015 in Pune by Saptarshi Roy Chaudhury, VP Marketing, [x]cube LABS
Take a look at current marketing trends and get an action plan on how to take your email marketing strategy to the next level with email auto responders and lead nurturing. Also view practical examples of triggered email sequences and auto responders that increase nurture leads and conversions.
Topics Covered:
• Email marketing trends
• Tips to improve targeting and segmentation
• Drip marketing campaigns to nurture contacts and analyze results
• Practical drip marketing campaign examples to generate results
• Short demo of how to set up drip campaigns
Presenter: Tamara Gielen | Plan to Engage
Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.
For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
Unlocking the Value of Usage Data March 20, 2014
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani #customersuccess #KISSwebinar
1 The Case for User Analytics, 2 Making User Analytics Actionable, 3 Realizing ROI
We Have Entered The Age Of The Customer
Customer data is everywhere
Welcome to our world of Customer Analytics.
How it works (it’s simple and powerful)
Your customer is at the heart of KISSmetrics
How effective is my signup process?
“You can’t maximize your revenue and profit unless you are tracking the lifetime value of each of your customers. And that’s what KISSmetrics does better than anyone else.” !! — Thomas (Zappos).
Which of my marketing channels has the highest ROI?
What do my customers do before they sign up?
Are customers coming back on a regular basis?
Making User Analytics Actionable
We all know a data driven world is inevitability
We track everything from our health to our homes to our children
We have more data about our customers than ever before
So what’s stopping us?
38% of companies are not able to communicate and interpret customer analytics results.
54% can’t integrate and manage all their data sources.
The four pillar approach is your roadmap to ROI
People Objective Strategy Technology
So what can you do?
Data Science Alert Rules and Playbooks Confirm Intuition
Blend with other data sources to discover insights
Score customer health using usage data
Have one view of all your customers
Fire off tasks or outreach based on usage
Take action on early warnings and manage each event
Consistently collaborate to keep customer relationships healthy
Who’s getting ROI from usage data?
Reduce Churn
THANK YOU
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
Mapping & Measuring the Subscriber Journeycleverbridge
Subscription commerce means generating recurring revenue over a long-term customer relationship. With the right subscription metrics, you can report successes and identify revenue opportunities at key points in the subscriber lifecycle. But which subscriptions KPIs should you be relying on – and how do you calculate them?
In this guide, you will learn:
• Important events of the subscriber journey
• Which key metrics indicate success
• Formulas for subscription commerce KPIs
Don’t Redesign Your Website in the Dark: Master the redesign process with cus...Optimizely
- How to assemble your redesign dream team
- How to navigate the HIPPO and keep the focus on your customer
- Guidelines for validating a website redesign using customer data
Slides to the growth hacking workshop I recently gave for AAU students in Prague. We covered the Lean Canvas, getting to product-market fit, Wow! moment, growth marketing, and the analytics you should be focused on.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile
Lessons learned by making data science products at Tokopedia. This includes a recommendation engine, marketing automation and challenges with data science and AI products.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
How to be a Web 2.0 Metrics Jedi (Web 2.0 Expo, April 2009)Dan Olsen
How to use metrics to optimize your product, marketing, and business by Dave McClure, Dan Olsen, and Ted Rheingold at O'Reilly San Francisco Web 2.0 Expo, April 2009.
Building a homepage is not about coding, it's about letting your customer’s business meet their customers’ needs (okay it's also about coding).
This includes defining the purpose, meeting the users, going from needs to function, doing the framing and the design of the UX, and finally how to set up the Umbraco backend to support the needed data output in a way that is easy to use for the editors.
Unlocking the Value of Usage Data March 20, 2014
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani #customersuccess #KISSwebinar
1 The Case for User Analytics, 2 Making User Analytics Actionable, 3 Realizing ROI
We Have Entered The Age Of The Customer
Customer data is everywhere
Welcome to our world of Customer Analytics.
How it works (it’s simple and powerful)
Your customer is at the heart of KISSmetrics
How effective is my signup process?
“You can’t maximize your revenue and profit unless you are tracking the lifetime value of each of your customers. And that’s what KISSmetrics does better than anyone else.” !! — Thomas (Zappos).
Which of my marketing channels has the highest ROI?
What do my customers do before they sign up?
Are customers coming back on a regular basis?
Making User Analytics Actionable
We all know a data driven world is inevitability
We track everything from our health to our homes to our children
We have more data about our customers than ever before
So what’s stopping us?
38% of companies are not able to communicate and interpret customer analytics results.
54% can’t integrate and manage all their data sources.
The four pillar approach is your roadmap to ROI
People Objective Strategy Technology
So what can you do?
Data Science Alert Rules and Playbooks Confirm Intuition
Blend with other data sources to discover insights
Score customer health using usage data
Have one view of all your customers
Fire off tasks or outreach based on usage
Take action on early warnings and manage each event
Consistently collaborate to keep customer relationships healthy
Who’s getting ROI from usage data?
Reduce Churn
THANK YOU
Dan McGaw, Director of Marketing KISSmetrics @danielmcgaw
Puja Ramani, Director of Product Management & Analytics Gainsight @pramani
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
Mapping & Measuring the Subscriber Journeycleverbridge
Subscription commerce means generating recurring revenue over a long-term customer relationship. With the right subscription metrics, you can report successes and identify revenue opportunities at key points in the subscriber lifecycle. But which subscriptions KPIs should you be relying on – and how do you calculate them?
In this guide, you will learn:
• Important events of the subscriber journey
• Which key metrics indicate success
• Formulas for subscription commerce KPIs
Don’t Redesign Your Website in the Dark: Master the redesign process with cus...Optimizely
- How to assemble your redesign dream team
- How to navigate the HIPPO and keep the focus on your customer
- Guidelines for validating a website redesign using customer data
Slides to the growth hacking workshop I recently gave for AAU students in Prague. We covered the Lean Canvas, getting to product-market fit, Wow! moment, growth marketing, and the analytics you should be focused on.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile
Lessons learned by making data science products at Tokopedia. This includes a recommendation engine, marketing automation and challenges with data science and AI products.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
How to be a Web 2.0 Metrics Jedi (Web 2.0 Expo, April 2009)Dan Olsen
How to use metrics to optimize your product, marketing, and business by Dave McClure, Dan Olsen, and Ted Rheingold at O'Reilly San Francisco Web 2.0 Expo, April 2009.
Building a homepage is not about coding, it's about letting your customer’s business meet their customers’ needs (okay it's also about coding).
This includes defining the purpose, meeting the users, going from needs to function, doing the framing and the design of the UX, and finally how to set up the Umbraco backend to support the needed data output in a way that is easy to use for the editors.
A dive into DESIGN THINKING – Making products and services that people wantAndy McBride
Terms such as ‘design’, ‘design thinking’, ‘agile’ and ‘MVP’ are now casually talked about in many organisations. Beyond the buzzword bingo, there are real methodologies and approaches that can help all teams deliver great solutions. Like many organisations, QUT needs to respond quickly to the increasingly complex challenges of our internal audience with innovative solutions that are also feasible and viable. Over the past year QUT has taken a design thinking approach to developing its new service experience – HiQ. HiQ brings together service and communication teams, and integrates information, technology and physical spaces. The result is a personalised and consistent experience of QUT across our diverse internal audiences, that aims to engage with them wherever they are.
Conference: Digital Employee Experience (DEX) Conference 2018
Contact: Andy McBride - https://www.linkedin.com/in/andymcbride/
Copyright 2018
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
It's not Scrum VS. Kanban! It is Scrum AND Kanban!Mahesh Singh
Kanban does not compete with Scrum. Kanban can be applied by Scrum teams to improve and address issues they might be facing with their development processes. Far too often, Kanban gets positioned as a replacement for Scrum, when it can really be a powerful tool for Scrum teams to improve their overall delivery capability!
Can you be successful without a plan for rolling out your collaboration initiative to users? Maybe. But it's going to cost you more and take you longer, and there's no guarantee your users will fully embrace it in the long run. Join collaboration expert Michael Sampson as he explains how applying the necessary time and resources upfront pays dividends.
The challenge of educating people that UX isn't one step in the process, it spans the whole project development process.
This is a talk about taking the first steps to change how people think about the project they are doing to deliver a better experience for the customer or user.
Framework Thinking - 7 Frameworks To Skyrocket Your CareerSean Johnson
Discover how to leverage frameworks to become more effective and gain influence in your organization.
Learn more about Framework thinking here: http://www.sean-johnson.com/framework-thinking
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...ReadyTalk
Explore how outbound marketing, webinars, events and subsequent engagement builds and fosters relationships that lead to purchasing decisions and future referrals.
With Moira Vetter, CEO of Modo Modo Agency
This 1-hour workshop marries the best practices from product strategy with those of fast and efficient technology teamwork and delivery. You’ll learn how to get your product organization working as a single cohesive, well-oiled machine to deliver the right product to market as quickly as possible. We will cover how to use both qualitative and quantitative measures to ensure that your product is solving the right problem; how to optimize and streamline the way your team designs, builds, and deploys software to your customers; and, how to beat the competition in strategy and execution.
Drupal Developers Days - One Flew Over The Developers Nest 2018Dropsolid
This presentation tries to bundle best practices in your journey from a developer to a team member with more responsabilities. This could be a CTO or a team lead.
Similar to Mock User Acquisition Marketing Plan (20)
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
1. Mock User Acquisition
Campaign
by
Vincent Barr
Note: This is a demonstration user acquisition marketing campaign. I am not an employee of nor a consultant to
Asana; rather, I am a user of their product who was curious what a growth plan might look like for the Company.
Friday, November 9, 12
2. Goal
In 90 days, generate $161, 510 in profit on $126,000
budget by acquiring 250 new, paying users and 12,000
new, non-paying users.
Target ROI: 128%
ROI = Customer Lifetime Value (CLV) - Customer Acquisition Cost (CAC)
Friday, November 9, 12
3. Outcomes
Day 30
✓ Optimized PPC campaigns - ad groups, landing pages, and match type to
lower CPC & improve quality score
✓ Improved SEO on target keywords; lowered Google SERP ranking; increased
media coverage, site traffic
Day 45
✓ Evaluated quality of leads and CPL by channel, reallocated budget accordingly
Day 90
✓ Pulled clear insights from data to inform 6-month growth strategy
Friday, November 9, 12
4. Foreseen Challenges
High CPC/CPM in technology and online task management space
• To reduce risk: obtain a high quality score ASAP: perform thorough keyword
due diligence, competitive analysis, and ad group and keyword structuring
prior to going live,
Lack of PPC history to evaluate
• To reduce risk: Experiment early, monitor results, adapt quickly.
Budget will starter higher than average with a “survival of the fittest”
approach: broad match for first 15-30 days will inform phrase, exact, and
negative match terms.
Product requires time and use to distinguish itself from competition
• To reduce risk: Test video on landing pages to demonstrate unique benefits
quickly and at-depth.
Friday, November 9, 12
5. Target Audience
• 25 to 40-year-old males living in the United States
earning individual income of $50K+
• Works for a creative, design, event production, non-
profit, or technology firm.
• Regularly interacts with virtual, satellite, or contract
teams.
• Interested in computers, technology, web productivity,
data and task management, and cloud storage.
• Works from a desktop and/or laptop computer using
Chrome, Firefox, or Safari as a browser.
Friday, November 9, 12
6. “Isn’t there a more efficient
way to do this?” Personas “Someone, something
save me from Basecamp.”
“Timmy Taskaroni” “Sally Switch”
• Manages projects with a team • Frustrated Basecamp or
• In the discovery or research Alternative X user looking for a
phase for a solution better solution to test
• Seeking evaluate a good task • Current Basecamp or Alternative
management solution X user looking to leave negative
• Looking for a free trial or more review about her solution
information • Regularly searches for
troubleshooting help for Basecamp
or Alternative X
You might be wondering how “Sally Switch” can be a persona when I’m
targeting men. It’s 2012, chief.
Friday, November 9, 12
7. Channel & Messaging
Channel Message
Work through technology, not against it. Invisible task
Search / “Task Management” Campaign management means things get done. Work from anywhere.
Universal compatibility supports all locations, devices,
browsers, and users. 30-second sign-up.
Try it free. Manage unlimited projects for you and your team
Search / “Switchers” Campaign with 0 downloads. Responsive online task management
Users decide what tabs and labels they need. Compatible
with all devices and de-clutters your inbox.
Make your life easier, de-clutter, and manage projects
Display efficiently. Save time, money, and energy. Enjoy life.
Build the most efficient, effective automation tool using
IFTTT, Asana, and your brain. Test your Rube Goldberg IQ.
Partnership / IFTTT.com Hotkeys and abbreviations are old news.
[Quirky soundbyte style messaging for IFTTT contest). Make
things work better. Earn lifelong bragging rights. Be L33T.
Social / Twitter
Asana is the first online application to understand “flow.” It
features a custom Luna framework and was founded by the
Content / Earned / PR young Facebook alumni duo Justin Rosenstein and Dustin
Moskovitz.
Friday, November 9, 12
9. Key Assumptions
New user breakdown
• 70% join <30 user plan with average lifetime of 4-months
• 15% join with >50 users with average lifetime of 8-months
• 10% join with >75 users with average lifetime of 12-months
• 5% join with >100 users with average lifetime of 14-months
Free-to-paying-user conversion rate is 2% for first-timers, 10%
for switchers
Friday, November 9, 12
10. Search Campaign #1
Asana_OnlineTaskManagement_Phone+SiteLinks
Friday, November 9, 12
11. Search Overview Pt. 1
Targeting criteria
• Geography: United States
• Device type: desktop, laptop computers
• Filter internal IP
• Site links: “Try it Free,” “The Asana Difference,” etc.
Friday, November 9, 12
12. Keywords + Ads
Mix of broad, modified broad, and exact match
Ad Group #1 > Keywords
+task +management; “group task management”; “best task management”; “easy task management”; “quick task
management”; “compatible task management”; etc. Negative keyword: “free task management”
A B
One hypothesis being tested is that dynamic Ad Titles will earn more clicks than static titles.
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13. Landing Page Mock-up
Dynamic heading:
populates unique search
Clear, concise query
explanation of what
Asana is
Clear, compelling
instructions for what Visitor
should do next & why
Concise product
benefit sound-bytes Enter your Clear call-to-action; minimal
collection of personally
that align with email Address! identifiable information
customers’ core needs;
upfront to increase
universally recognized
conversion rate
icons for each benefit
Quote from press or user with similar
Design notes: behaviors to Visitor
-Use icons where possible
-Use background image relevant to search query or persona
-Use appealing color scheme & company branding
-No navigation bar
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15. Search Campaign #2
Project-Management-Alternatives+Basecamp-Sucks
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16. Targeting Criteria
Targeting criteria
• Geography: United States
• Device type: desktop, laptop computers
• Filter internal IP
• Site links: “Try it Free,” “The Asana Difference,” etc.
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17. Why people will switch
82,700 results for basecamp sucks...
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18. Keywords + Ads
Mix of broad, modified broad, and exact match
Ad Group #1 > Keywords
basecamp sucks; +remove +basecamp; +basecamp +comparison; +basecamp +compare; +uninstall
+basecamp; “basecamp alternatives”; “switching from basecamp”; “is basecamp good?”; “review basecamp”; etc.
A B
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19. Landing Page Mock-up
Compare Asana to #1 Clear, prominent call-to-action
contender: Basecamp
Short description of Gimp Brief description of product
benefits/features alongside
universally recognizable icon
Clear product comparison
between Asana, Basecamp, +
“Others” on categories most
meaningful to prospective
“switchers”
Include “back-up” text link call-
to-action
Source: ConversionXL.com re: Gimp
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22. Display Overview
• Run-time: 30 days or when 100 actions have been completed
• Frequency cap: 2
• Targeting:
• Placements: Mashable, Macrumors,VentureBeat, etc.
• Topics: tech news, computers & electronics
• Interests: content management, tech news, data management,
customer relationship management
• Remarketing
• Gender: male & unknown
• Age: 25-44
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23. Display Creative
Shave time with the Occhram’s Razor of
, = , task management.
Asana. Free.
= Try it free.
Try Asana for simple task management.
Free.
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24. Principles for Display
Landing Page
• Headline: Be efficient.
• Sub-head: Save time, money, and tears with Asana task management.
• Description: Asana is a responsive web-app to help teams plan, organize,
and execute.
• Bullets: Compatible with all OSs; free for up to 30 people; “Inbox” keeps
you email inbox to-do free
• Background image: Diagram of Occham’s razor or graphic of happy,
quirky person in sandals, relaxing at computer
• Call-to-action: Email capture box
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26. Contest
• Affiliate #1: IFTTT.com [1]
• IFTTT targets a male, optimization- and productivity-
obsessed, tech-savvy audience
• Contest description:
• “Rube Goldberg Contest”
• Users work to create “ultimate automation” tool that will
be voted on by the community. The winner will name their
process and be featured on IFTTT.com for life.
• IFTTT & Asana promote IFTTT contest via social media &
email
[1] IFTTT.com stands for “If This Then That” and is an automation web-application allowing users to build and execute custom triggers and actions across multiple devices and applications.
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28. Twitter
• Sponsored Tweets & Sponsored Account
• CPA for Follow; CPA for Click
• Audience: males tweeting about technology,
virtual teams, efficiency, and working remotely.
• Target followers of Basecamp, Lifehacker,
TechCrunch, and others
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