Growth hacking growth marketing talk at emerce eday 2016
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Transcript of Growth hacking growth marketing talk at emerce eday 2016
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Building The Next Gen Of Growth RockstarsDavid ArnouxHead of GrowthGrowthTribe
www.growthtribe.io
Twitter/Snapchat@growthtribe
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“Growth comes from rapid execution,
the right skillset and toolset..
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“Marketers should be held to the same level
of quality as developers..
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Startups3-month full-time growth hacking
academy
Students3-month full-time growth hacking
academy
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HIGH GROWTH / HIGH POTENTIAL STARTUP
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CorporatesConsulting and Academies
Adult Education Crash-courses
Startups
Students3-month full-time growth hacking
academy
3-month full-time growth hacking academy
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Tools
Process + People
Growth Hacking Transformation Pyramid
MindsetChange
Start here..
Kees van Nunen
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The Mindset Of A “Growth Hacker”
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Takeru Kobayashi
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Takeru Kobayashi
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“If you’re growing a company today you
better learn to eat hot dogs fast...
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Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10
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Paypal
Paypal
please
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Famous examples
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What do these have in common?
Rapid Experimentation
More than just
marketingOPN
(Other People’s Network)
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Why is Growth Hacking Taking Over The World?
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
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Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank
“Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure
"Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
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250-3000 Ads per day
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betalist.com
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
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Viral Channel Effectiveness
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial
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ouch
Source: Andrew Chen’s Blog
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Retention trumps all...
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. It’s all about ROI and Speed >> Find out what works... fast
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Source: Rob Moffat
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Growth Process
Adaptable(Across all companies
cultures and departments)
Expandable(Can grow along with
the company)
Easy to implement
(Minimal learning curve)
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OMTM
Pirate Metrics
IdeateIdea backlog
Hard + Soft data Copy others + Go crazy
Systemizeor
Productize
the GROWTH process
Experiment DocTime boxing
Design TestMinimum Viable Experiment
P.I.E.SorB.R.A.S.S.
RankPrioritization Framework
Cross-skilled teamsAgile Scrum
Execute!Get It Done!!!
Learnings
AnalyzeHard and Soft Data
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Awareness
IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
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Speed = WIN!
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Speed = WIN!
Growth Hack
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So what is a Growth “Hacking” mix?
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“ “Growth hacking is generally a small
data-driven and technical group tasked with figuring out how to scale the business.”
-Some guy on the internet
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
GROWTHHACKING
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What Is Growth Hacking?
Coding +Automation
CreativeMarketing
UX improvement
Conversion Rate Optimization
GROWTHHACKING
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Technical Marketing
Conversion Rate Optimization
GROWTHHACKING
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Skills
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
GROWTHHACKING
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Marketing Budget vs. Growth Budget
$$$$$
$ $ $$
$
start end Iterative learning
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Experiment based approach
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
BehaviouralPsychology
UX improvement
Inspiration: @clarabuchanan
GROWTHHACKING
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Soft data
why?
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
GROWTHHACKING
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Growth vs. Marketing vs. Product
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Growth vs. Marketing vs. Product
GROWTH MARKETING PRODUCT
MINDSET Experiments Campaigns Build
OBJECTIVESAcquisition, Activation,
Retention, Revenue, Referral
Awareness, Acquisition
Core Functionalities (Usage metrics +
NPS)
TEAM COMPOMulti-disciplinary (Marketing, Dev,
Analyst, UX)Marketers Products Owners
and Developers
PROCESS Data driven experiments Campaigns Agile and Waterfall
Source: 90% Brian Balfour
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
MarketingTeams
GrowthTeams
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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250-3000 Ads per day
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Negative aging: “Leave quick or stay long”
97% of people just left
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You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
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FAIL
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FAIL
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WIN
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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“The WOW moment
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= Early signal of longer term retention
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Famous wow moments
Put at least 1 file in a folder
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.
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How many steps to your “WOW”?
Reduce that number by 90%
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Small tip….
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition / Activation
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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OMTM
Hard + Soft data
P.I.E.SorB.R.A.S.S.
Experiment DocTime boxing
Cross-skilled teamsAgile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemizeor
Productize IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
Copy others + Go crazy
the GROWTH process
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The skillset of a growth hacker
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The Growth TEAM
Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights
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Read these!!!
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grow.ac/emerce
Tools, Books, Templates, Freebies
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