[WMD2016] GrowthHackers >> Sean Ellis "Make your marketing team agile or die"
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Transcript of [WMD2016] GrowthHackers >> Sean Ellis "Make your marketing team agile or die"
Marketers - Get Agile or Die!
Agility is the Key to Driving Rapid, Sustainable Growth
WMD.co - Nov 4, 2016
Growth Requires Very Agile Team
• New channel opportunities emerge every day
• Shelf life for proven tactics getting shorter
• Teams must become more agile to seize opportunities
By James Currier
Scaling Growth: Company Wide Effort
Product
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
Marketing PR
Support Success
biz dev
Growth Team is Cross Functional
Product
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
Marketing PR
Support Success
biz dev
Growth Team
Challenge Keeping Team on Same Page
• Team can’t keep up with changing objectives
• Effort gets wasted as team is out of sync
• Leader too busy managing vs. finding leverage
Poll question
What is the biggest hurdle preventing your marketing team from being more agile?
– Not committed to running 3+ tests per week
– Not focusing testing efforts on the highest leverage opportunities
– Team not in sync around testing goals and results
Solution: Start by Finding Leverage
Finding Leverage at LogMeIn
• Tried to build channels but couldn’t scale beyond $10K/month
• Analysis revealed that “activation” friction blocked most new users
• Fixed friction, same channels then profitably scaled 100X
Today $2.5B Mkt Cap
Specific Test Example
LogMeIn Issue and Test
• 200,000 new visits per day through a channel
• 10% signup (20,000 new signups)
• 90% dropoff at download step
Asked: “Why did you signup and not download?”
Manage Process in Weekly Meeting
• Keeps everyone pulling in same direction.
• Weekly discussion areas*
– Define high leverage objectives
– Progress against specific objectives & overall KPIs
– Execute growth process
* Avoid brainstorming
Analyze Your Growth Model
Relationship between variables that move your North Star Metric
• Acquisitio - Sources and motivation to try
• Ac - Aha moment
• - “Must have” experience
• - User-get-user loops
Acquisition
Activation
Retention
Referral
Example: LinkedIn Growth Model*
SEO Int’l expansion Invites
(Aha Moment) Create profile, 4+ connections
Stay connected with work people
(North Star Metric)
Profile connections
Acquisition
Activation
Retention
Referral
Revenue Invites
*simplified
(Core Value)
Analysis Doesn’t Drive Growth…
Twitter boosts testing tempo 20X GH boosts testing tempo 10X
Testing Drives Growth!
Focus Testing on Right Objectives
• Key executives debate highest leverage growth opportunities (using data and research)
• Define key objectives (14 – 45 days)
• Identify primary metric
– Baseline metric
– Goal for the metric (absolute and percentage)
• Start date/end date
Organize Ideas as Experiment Doc
• Include hypothesis, research, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease