The acquisition marketing puzzle most fail to complete is about 3 key aspects of growth marketing often missed by very good channel acquisition managers: Mission, Insights and Agility. Grab tangible takeaways and actionable ideas to help add rocket-fuel to your acquisition marketing campaigns. Deck from Turing Festival, Edinburgh, August 2016.

1. The acquisition
marketing puzzle most
fail to complete
@ DepeshM

2. Depesh Mandalia
Chief Marketing Toucanoo
@ DepeshM
www.toucanbox.com

3. “Building an acquisition
marketing machine that
scales through insights”

4. Acquisition marketing
Marketing
Paid
search
PR
Paid
social
Content
TV
Word of
mouth
consumer action

5. Common missing pieces
> Mission
> Insights
> Agility
Scaleable
Growth
Marketing
> >Paid
search
PR
Paid
social
Content
TV
Word of
mouth
Landing pages

6. “The Theory and Practice of Selling
the Aga Cooker.”
“ the best sales
manual ever written ”

7. Advertise & Sell
Think as a salesperson first,
Marketer second

8. Deep product, consumer & market insights
Attack with a ready defence
Scientific testing and measuring

9. MISSION
INSIGHTS
AGILITY

10. 1. Mission
Do you matter?

11. Starts with why and what
you’re marketing
- go beyond the how.

12. It’s not about the revenue
That’s your outcome

13. It’s about your purpose
your customer’s outcome

14. Mission Driven Marketing
Product +
Marketing
= growth

15. 2 examples

16. “
… to be Earth’s most
customer-centric company,
where customers can find and
discover anything”

17. “
… to be Earth’s most
customer-centric company,
where customers can find and
discover anything”

18. “
To create a retail environment
that offers unbelievable value
and variety and satisfies
customers of every lifestyle”

19. “
To create a retail environment
that offers unbelievable value
and variety and satisfies
customers of every lifestyle”

20. Mission Driven Marketing
The purpose
The outcome
The Sizzle

22. * If you have a body, you’re an
athlete

24. Marketing is more than just
Num13r$
CPC
CTR
CPA
CPM
ROI
CR %
Spend ATV

25. Customers care about
Outcome

27. 3 examples of
mission-driven marketing

28. 1:
Selling the emotion

29. 2:
Selling the experience

30. 3:
Selling the foreplay

31. 2. Insights
Do you ever ask why?

32. Product & Customer insight
the foundation of growth

33. INSIGHTS
not data

34. 9 example insights
to demonstrate what
marketers often neglect

35. Are you targeting the right
type of customer?

36. Pivot from parents to gifter

37. Long vs short-form sales?

39. What are your potential
customer’s concerns?

40. Customers are not alike

41. Why are customers not
transacting?

42. Funnels are a marketer’s BFF

44. segment funnels

46. interrogate funnels

47. Why are potential customers
exiting the details page?

49. Does tv drive direct marketing?

51. Are your customers,
advocates?

53. Is satisfaction uniform?

56. Are you attracting the right
customers?

59. NPS Bonus: Testimonials!

61. NPS Bonus: FB Lookalikes!

63. But… this is just cro stuff?!

64. 3. Agility
Are you agile, lean and ready for growth?

65. Fail fast, fail often

66. Hypothesis
Prioritisation
Test
Outcomes

67. Example:
I believe by [_____]
[____] can increase by [____]
Because [_________]

68. I believe by creating a landing page for each
FB audience type,
Conversion rate can increase
Because we can target mums, dads and
grandparents with relevant copy and
visuals and break down their key concerns
and barriers

69. Hypothesis
Prioritisation
Test
Outcomes
Questions
Play the %’s

70. Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
MVP it

71. MVP:
create a landing page for mums
to specifically break down their key
concerns and barriers

72. Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
PROCESS

73. Process:
create a landing page for mums
to specifically break down their key
concerns and barriers

74. Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
LEARN

75. Outcomes & learnings:
landing page for mums increased conversion rate on the
mum’s fb campaign by 20%. Do more lps for mums!
Next steps:
1. Try more variations of the mum’s lp
2. Test dad’s and grandparent’s lp

76. Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
GROWTH!

77. acquisition marketing machine:
keeps mission front
and centre
extensively uses
product & customer
insight
scales fast via agile
test and learn

78. Depesh Mandalia
Chief Marketing Toucanoo
@ DepeshM
www.toucanbox.com
The end.