Post on 19-Jul-2020
S T R U C T U R I N G Y O U R T E A M F O R
I N N O V A T I O N
Meghan Keaney Anderson
@MeghKeaney
READYING YOUR
TEAM FOR
EXPLORATION
S T A R T W I T H A S E N S E O F W O N D E R
#INBOUND17
P L A N F O R T H E
E N D O F T H E W O R L D
#INBOUND17
Most Companies Aren’t Disrupted
They’re Self-Distructed
BLOCKBUSTER
TAXI INDUSTRY
MUSIC INDUSTRY
Pothole Prevention Tracking
Structuring Teams for Experimentation
S T R U C T U R E T E A M S
F O R E X P E R I M E N T A T I O N
#INBOUND17
#INBOUND17
HubSpot’s Year
of Radical
Thinking
Here's a fascinating little tidbit
that changes everything...
60% of time spent online is now spent on mobile.
86%of time spent on mobileis spent in apps.
Gartner
(actually, just five apps)
So, you have to ask yourself…
O F F - S I T E
P U B L I S H I N G
#INBOUND17
OPTIMIZING FOR PEOPLE
AFTER YEARS OF OPTIMIZING FOR SEARCH
Stories
Bold Statements
Structure
How Tos
Long Builds
Prose
1. Example of a list of information goes here
2. Example of a list of information goes here
3. Example of a list of information goes here
4. Example of a list of information goes here
5. Example of a list of information goes hereM E S S A G I N G
Time Warp
Delivering content in Messenger over
Generating paid leads
Engagement and booking meetings at events
What use cases did we try?
Credit: Elissa Hudson,
Sr. Marketing Manager at HubSpot
@xELISSA
EmailSupplementing Offer Sends
Results
Messenger
Broadcasts
Emails
(Control)
Percentage
Difference
Open Rate 80% 33% 242%
Click Rate 13% 2.1% 619%
MQL (% of delivered) 0.07% 0.01% 694%
EventsGrow with HubSpot
Melbourne
• Registration inside bot
• Pre-event reminders
• Book a meeting in Messenger
• NPS Survey
• Delivery of slides post-event
• Submit questions for panel
Results
Melbourne
Event Attendees 340
Attendees Enrolled in Messenger 114
Open Rate 94%
Meetings Booked 4
Meetings Booked (% of Enrolled) 3.5%
Paid MQLsFrom Facebook Ads
● Traditional playbook
Ads -> Landing Page -> Form fill
● Messenger playbook
Ads -> Messenger
Ads
Results
Messenger (Control) Percentage
Difference
Cost Per Lead $4.77 $22.75 477%
Cost Per MQL $11.69 $46.25 396%
% Infer A/B 40.81% 49.19% -8%
• Conversions are better (for now)
• Barrier to entry is Low
• This is not email 2.0
What We’ve Learned
O P E R A T E O N
T H R E E H O R I Z O N S
#INBOUND17
Concept Source: David White, Mehrdad Baghai, and Stephen Coley
Graphic Source: Paul Hobcraft
Three Horizons of Innovation
R E A C H I N G
C O N C L U S I O N S
#INBOUND17
“One cannot
discover new
oceans unless you
have the courage
to lose sight of the
shore.”
—André Gide.
The
Growth Show @MeghKeaneyThinkGrowth
I F T I M E - A P P E N D I X
1. Going Native. Letting go of the Click-Through
Letting Go of the Click-Through
Creating Native Content
The average time spent watching Facebook Live video is three times more than the pre-recorded kind.
Engagement is the Metric. Go After it.
Square videos achieved
30-35% more views
and 80-100% more
engagement than the
landscape format.Buffer & Animoto
Hip To Be Square
1. Size