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Kyle Lacy, profile picture
Uploaded byKyle Lacy
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You Can't Growth Hack Your Way to Success

The speaker emphasizes the need for a strategic approach to growth that moves beyond growth hacking, highlighting the importance of understanding customer behavior and the evolving technological landscape. It is crucial for companies to prioritize user experience and data management to optimize performance, while also recognizing that effective marketing should align with ecommerce principles. Thought leadership should focus on understanding the customer journey and utilizing data to drive better business decisions.

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Related topics:
Software as a Service• Venture Capital•
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#INBOUND16@KYLEPLACY YOU CAN’T GROWTH HACK YOUR WAY TO SUCCESS Double-digit growth with real strategy instead of growth hacking your way to oblivion. Kyle Lacy, OpenView
#INBOUND16@KYLEPLACY We must understand change.
#INBOUND16@KYLEPLACY Industrial Revolution 1760-1840 Information Revolution 1950-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY What the hell is happening?
#INBOUND16@KYLEPLACY MOBILITY COMPLETELY CHANGED THE GAME CURRENT DISRUPTION
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#INBOUND16@KYLEPLACY Day in the Life of a Mobile User Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Worldwide 33 12 3 4 hours Facebook WhatsApp Chrome
#INBOUND16@KYLEPLACY Every customer is a consumer first.
#INBOUND16@KYLEPLACY And the consumer experience is seamless.
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#INBOUND16@KYLEPLACY SMART MACHINES ARE HERE TO STAY FUTURE DISRUPTION
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#INBOUND16@KYLEPLACY Have no fear.
#INBOUND16@KYLEPLACY We don’t survive.
#INBOUND16@KYLEPLACY We evolve.
#INBOUND16@KYLEPLACY THE 4 PS TO BUILDING SUSTAINABLE GROWTH Ignore all this growth hacking crap.
#INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
#INBOUND16@KYLEPLACY PEOPLE Do you have the right people? Hire for aptitude, attitude and agility.
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#INBOUND16@KYLEPLACY Is your team organized to win in the digital environment?
#INBOUND16@KYLEPLACY ACQUISITION CONVERSION BRAND Content PR Brand Enablement Corporate Comms Creative Events Digital Traditional Ads Field Managers Operations Automation Personas/Strategy Messaging Sales Enablement Training Retention
#INBOUND16@KYLEPLACY The marketing team of the future…
#INBOUND16@KYLEPLACY Controls every aspect of the customer experience.
#INBOUND16@KYLEPLACY PERSONA Do you know your customer? Do you understand their behavior, motivations, goals and demographics?
#INBOUND16@KYLEPLACY PERSONA a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
#INBOUND16@KYLEPLACY PROCESS How does your team operate and optimize for product, pricing, promotions and channels?
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #1 Your UXperience matters.
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Get the experience right and your product will sell itself.
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Or your customers will sell it for you.
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@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 73% of companies consider user experience a top priority Source: Forrester Research, Forrester’s CX Index
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 1% actually deliver an excellent experience Source: Forrester Research, Forrester’s CX Index
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Source: UserTesting.com
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #2 It’s not content marketing. It’s thought-leadership.
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Thought-leadership is not about you.
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY It starts and ends with your customer.
#INBOUND16@KYLEPLACY 4 Types of Thought Leadership EXPERIENTIAL CONSUMER PEER BENCHMARK
#INBOUND16@KYLEPLACY Experiential Thought-Leadership Understand the customer journey.
#INBOUND16@KYLEPLACY Experiential Thought-Leadership Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
#INBOUND16@KYLEPLACY Consumer Thought-Leadership Understand trends in consumer behavior
#INBOUND16@KYLEPLACY Peer Thought-Leadership Let your prospects and customers compare against each other.
#INBOUND16@KYLEPLACY Peer Thought-Leadership
#INBOUND16@KYLEPLACY Benchmark Thought-Leadership Your data is your only differentiator.
#INBOUND16@KYLEPLACY PERFORMANCE Do you have the system in place to track and evolve?
#INBOUND16@KYLEPLACY “WE MUST MOVE FROM NUMBERS KEEPING SCORE TO NUMBERS THAT DRIVE BETTER ACTIONS.” David Walmsley
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #1 Data is life.
#INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
#INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 70% of technology implementations fail because of bad data. Source: Forrester Research
#INBOUND16@KYLEPLACY 1. Database cleansing should be top priority 2. Do you have someone focused on data management? 3. Get your team off spreadsheets 4. One system of record for the entire company 5. Get your team off spreadsheets 6. Get your team off spreadsheets How do you efficiently manage data?
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #2 Better goal tracking leads to better results.
#INBOUND16@KYLEPLACY My Primary Stack Data / AutomationCRMGoal / Project Management
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@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #3 Die engagement metrics! Long live unit economics.
@KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Marketing should function like an ecommerce company.
#INBOUND16@KYLEPLACY • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel • Conversion Rate Engagement Metrics Are Important BUT SECONDARY
#INBOUND16@KYLEPLACY UNIT ECONOMICS ARE IMPORTANT TO UNDERSTAND
#INBOUND16@KYLEPLACY UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
#INBOUND16@KYLEPLACY CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
#INBOUND16@KYLEPLACY LIFETIME VALUE (LTV) The amount of revenue a single user generated during the entire duration of their usage of your service.
#INBOUND16@KYLEPLACY KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO…
#INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
#INBOUND16@KYLEPLACY We believe providing (individual) with this (service) will result in this (outcome). We will know this when we see (measureable result). @JimKalbach
#INBOUND16@KYLEPLACY Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.