Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below. (Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564) Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence.  My goal was to simplify the concepts in performance marketing with examples everyone can relate to. The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.   To deck covers - The Marketing funnel & How most marketing teams are structured today. - Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics - Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.   

1. PERFORMANCE
MARKETINGSTRATEGY, CHANNELS & METRICS
BY:
VAISHALI SINGH
GROWTH MARKETING PROFESSIONAL

2. STUFF WE WILL COVER TODAY
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES

3. QUICK
BRUSH UP
SEARCH
ENGINE IS A
LOT LIKE
A FOOD
EXPERT
KNOWS THE BEST
PLACES AS PER CUISINE
RATES BASIS PERSONAL
EXPERIENCE, USER
REVIEWS , OTHER
REVIEWERS
PENALTY FOR BAD
REVIEWS /SERVICE

4. QUICK
BRUSH UP
SEM,SEO
& DISPLAY
SEM:
PULL CHANNEL
PAID TRAFFIC
GOOGLE/BING
SEO:
PULL CHANNEL
FREE TRAFFIC
GOOGLE/BING
DISPLAY
PUSH CHANNEL
PAID TRAFFIC
GDN/FB/NETWORKS
BANNER/GIF /VIDEO

5. MARKETING
TODAY:
DEFINED
OBJECTIVE &
MEASURABLE
GOALS

6. THE
CONVERSION
FUNNEL
Time to Convert depends on Category -
High/Low Involved Decision

7. ORDERING FOOD VS BUYING PHONE
Comes Across Ad for
App X
Comes Across Ad
for Phone on App Y
Installs & Signups Up on App
Reads Reviews / Visits Offline
Store/ Consults Friends /
Compares Price
Buys phone from App Y
Installs the App &
Registers
Eat Out / Call2Order /
App X for Food
Orders Food from App X
Refers friend for App X Refers friend for App Y

8. BRACE YOURSELEVS
FOR THE
MARKETING ORG

10. Impressions/
Reach / Sessions
Installs /
Registrations / Leads
Meaningful actions like -
ViewProduct, AddToCart
Transactions / Revenue
Brand NPS Score
K factor of Referral
Program

11. PERFORMANCE
MARKETING
MINDSET
CHASE HIGH
INTENT AUDIENCE
MEASURING &
OPTIMIZING METRICS
ON LOW SPILL
CHANNELS
WITH CUSTOMIZED
MESSAGING

12. PERFORMANCE : CHASE HIGH INTENT
AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE SUBSCRIBED TO HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE WHO WENT TO SITES SELLING INSURANCE?

13. PERFORMANCE : CHASE HIGH INTENT
AUDIENCE ON LOW SPILL CHANNELS
WHO IS MOST LIKELY TO BUY HEALTH INSURANCE ?
SOMEONE SEARCHING FOR HEALTH INSURANCE ONLINE ?
LISTENERS OF RADIO-MIRCHI IN MUMBAI ?
USERS WHO WATCH KOFFEEWITHKARAN ON HOTSTAR ?
SOMEONE WHO JUST BOUGHT A LIFE INSURANCE ?
SOMEONE ATTENDING IIT TECH FEST ?
SOMEONE WHO LIKED HEALTH TIPS PAGE ON FACEBOOK ?
SOMEONE REGISTERED ON NAUKRI WITH INCOME 10-15LAC?
SOMEONE IN MARKET TO BUY HEALTH INSURANCE?

14. - CREATE HYPOTHESIS
- RUN PILOT
- SCALE IF SUCCESSFUL
VALIDATE
INSTINCTS
WITH DATA

15. PERFORMANCE :
BUCKET YOUR
SPENDS INTO
CONVERSION &
AWARENESS
CHANNELS
START WITH
CONVERSION
CHANNELS
PERFORMANCE LED
SPEND PLAN

16. 10 MINS
BRAND A : WANTS TO LAUNCH
HEALTH INSURANCE FOR PETS
WHO CAN THEY TARGET ?
HINT:
THINK WHAT YOUR TARGET USERS DO ONLINE ?
SEARCH ?| IN MARKET ? | FACEBOOK ? | VIDEOS? | INFLUENCERS ?

17. GROWTH
HACKS
OVER
GROWTH
ENGINES
TACTICAL
LIMITED LIFE
NOT SCALABLE
NON LINEAR
GROWTH
STRATEGY LED
SUSTAINABLE
SCALABLE
PREDICTABLE
GROWTH

18. GROWTH HACKS DELIVER - MOST
WHEN BOOTSTRAPPING
LETS DISCUSS A FEW GROWTH HACKS
BUT DON'T CREATE A PSYCHOLOGICAL BIAS TOWARDS
INVESTING IN LONG TERM STRATEGIES

19. TESTING DEMAND FOR AN
ON-DEMAND MAID SERVICE

20. COST OF FLYERS
INR 3500/-
EXOTEL NUMBER
FREE
RAN PILOT
IN 2 SOCIETIES

21. PRODUCT MARKET FIT
FOR CERTIFIED PRE OWNER
BIKES SERVICE

22. DEMAND
FREE OLX AD
SUPPLY
FREE ON OLX
HIRED MECHANIC
FOR BIKE CHECKS
INR 2000/-

23. HIRING SUPPLY
FOR A BIKE TAXI SERVICE
DEMAND FOR RENTOMOJO
FREE POSTS IN FACEBOOK FLAT &
FLATMATES GRP

24. IT'S A WRAP!
THE MARKETING FUNNEL
MARKETING FUNCTIONS MAPPED TO
FUNNEL
PERFORMANCE MARKETING
SPEND STRATEGY with CHANNELS & METRICS
GROWTH HACKS vs GROWTH ENGINES

25. THANK
YOU
Write to me here :
singh.vaishali02@gmail.com
Lets stay connected :
LINKEDin : Vaishali Singh