The document discusses why companies should stop "hacking" growth and instead focus on building scalable foundations. It recommends segmenting the market, positioning the product for each segment, crafting tailored messaging, and using different communication channels. While growth hacking tactics can be effective, they are not a long-term strategy and companies should focus on the foundations of segmentation, positioning, messaging and communication mix. The document provides examples of how to apply these concepts.

1. Why we all should stop
trying to “hack” growth
Amir Jirbandey | Papercup.com
slideshare.net/amirjirbandey
@1984istaken

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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

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What do we mean
by growth?
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How does growth hacking stack up
against marketing?
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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

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Remember that this whole process is
not linear - market feedback is key

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Why we should stop
“hacking” growth
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“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

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Growth hacking is not a strategy
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What are the
scalable
foundations?
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Scalable foundations for growth
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Segmentation
Positioning
Messaging
Communication mix
Targeting

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What does the market look like for you?
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Total addressable
market
Serviceable
Available Market
Serviceable
Obtainable Market

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This is what the world looks like to Tesla
All adults
worldwide

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This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities (with
easy to access
charging points)

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This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities who
want to buy an
electric car

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Choose the right data-points to segment
your market further
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Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX
/Windows
- Browser
- Usage data
- Affinities
- Interests

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Use the insights to help you position
towards a segment and go-to-market
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Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX/Windo
ws
- Browser
- Usage data
- Affinities
- Interests

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Positioning is everything!
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“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

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In SEO, positioning = relevance
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We can use JTBD to create our messaging
using our value proposition
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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

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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

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Messaging is applying your value
proposition to each segment
Media companies
Reach a global audience using
your existing videos through
automated dubbing

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Getting down
to tactics
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Scalable foundations for growth
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Segmentation
Positioning
Messaging
Communication mix
Targeting
You’re
here

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Now we add our messaging across
communication points - this forms our branding

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Marketing Communication Mix Examples
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(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

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This is where growth hacking tactics
come into play
Through product

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This is where growth hacking tactics
come into play
Scarcity & referral

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This is where growth hacking tactics
come into play
Freemium

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This is where growth hacking tactics
come into play
Search

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In summary - don’t skip leg day
Marketing
tactics
Scalable growth
foundations

33. Thanks for
watching
Twitter: @1984istaken
LinkedIn: linkedin.com/in/ajirbandey
Email: amir@papercup.com