SlideShare a Scribd company logo
Why we all should stop
trying to “hack” growth
Amir Jirbandey | Papercup.com
slideshare.net/amirjirbandey
@1984istaken
@1984istaken #BrightonSEO
2
What we’re going to cover
today and who it’s for
● What we mean by growth
● Why you should stop “hacking” growth
● How to set up scalable foundations for growth
● Good examples of growth tactics
@1984istaken #BrightonSEO
What do we mean
by growth?
3
01
@1984istaken #BrightonSEO
How does growth hacking stack up
against marketing?
4
@1984istaken #BrightonSEO
5
Growth is moving the needle where
there is an opportunity to gain more
traction
Marketing
Product or Service
Sales or
Acquisition
Support or
Retention
Branding
The communication mix
@1984istaken #BrightonSEO
6
Remember that this whole process is
not linear - market feedback is key
@1984istaken #BrightonSEO
Why we should stop
“hacking” growth
7
02
@1984istaken #BrightonSEO
8
“Growth hacker is a hybrid of
marketer and coder, one who looks at
the traditional question of 'How do I
get customers for my product?' and
answers with A/B tests, landing
pages, viral factor, email deliverability,
and Open Graph."
Andrew Chen
@1984istaken #BrightonSEO
Growth hacking is not a strategy
9
@1984istaken #BrightonSEO
What are the
scalable
foundations?
10
03
@1984istaken #BrightonSEO
Scalable foundations for growth
11
Segmentation
Positioning
Messaging
Communication mix
Targeting
@1984istaken #BrightonSEO
What does the market look like for you?
12
Total addressable
market
Serviceable
Available Market
Serviceable
Obtainable Market
@1984istaken #BrightonSEO
13
This is what the world looks like to Tesla
All adults
worldwide
@1984istaken #BrightonSEO
14
This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities (with
easy to access
charging points)
@1984istaken #BrightonSEO
15
This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities who
want to buy an
electric car
@1984istaken #BrightonSEO
Choose the right data-points to segment
your market further
16
Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX
/Windows
- Browser
- Usage data
- Affinities
- Interests
@1984istaken #BrightonSEO
Use the insights to help you position
towards a segment and go-to-market
17
Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX/Windo
ws
- Browser
- Usage data
- Affinities
- Interests
@1984istaken #BrightonSEO
Positioning is everything!
18
“I could have positioned
Dove as a detergent bar for
men with dirty hands, but
chose instead to position it
as a toilet bar for women
with dry skin.
This is still working 25 years
later.”
David Ogilvy
@1984istaken #BrightonSEO
In SEO, positioning = relevance
19
@1984istaken #BrightonSEO
We can use JTBD to create our messaging
using our value proposition
20
@1984istaken #BrightonSEO
21
Example: our value proposition at Papercup
Unlock more value from your existing video
content by localising them using automated
dubbing powered by AI and synthetic voices
@1984istaken #BrightonSEO
22
Messaging is applying your value
proposition to each segment
Big corporates
Speak the language of your
customers by localising your videos
into their native tongue using AI
@1984istaken #BrightonSEO
23
Messaging is applying your value
proposition to each segment
Media companies
Reach a global audience using
your existing videos through
automated dubbing
@1984istaken #BrightonSEO
Getting down
to tactics
24
04
@1984istaken #BrightonSEO
Scalable foundations for growth
25
Segmentation
Positioning
Messaging
Communication mix
Targeting
You’re
here
@1984istaken #BrightonSEO
26
Now we add our messaging across
communication points - this forms our branding
@1984istaken #BrightonSEO
Marketing Communication Mix Examples
27
(Digital)
Organic
- Social
- Blog
- Email
- Search
(Digital) Paid
- Search Ads
- Social Ads
- Sponsors
- Advertorials
- Retargeting
Product
- Onboarding
- Gamification
- In-app
- Referrals
- Loyalty
programme
Sales
- Outbound
- Inbound
- Account
expansion
- Field Sales
Offline
- Events
- OOH
- Direct Mail
- Print
Partnerships
- Referral
- Partnerships
- Resellers
- Integrations
@1984istaken #BrightonSEO
28
This is where growth hacking tactics
come into play
Through product
@1984istaken #BrightonSEO
29
This is where growth hacking tactics
come into play
Scarcity & referral
@1984istaken #BrightonSEO
30
This is where growth hacking tactics
come into play
Freemium
@1984istaken #BrightonSEO
31
This is where growth hacking tactics
come into play
Search
@1984istaken #BrightonSEO
32
In summary - don’t skip leg day
Marketing
tactics
Scalable growth
foundations
Thanks for
watching
Twitter: @1984istaken
LinkedIn: linkedin.com/in/ajirbandey
Email: amir@papercup.com

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