Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
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The process and mindset behind agile marketing and growth hacking presented at The Next Web - 2017
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Agile Marketing and Growth Hacking for Corporates (TheNextWeb 2017 David Arnoux)
- 4. www.growthtribe.io 2 Day & 6 Week Courses 3-Month Academy
- 6. www.growthtribe.io 2 Day & 6 Week Courses Corporate Programs 3-Month Academy
- 7. www.growthtribe.io “Growth Hacking Has Matured.. Big time..
- 9. www.growthtribe.io Macron uses “growth hacking” to win presidential election
- 10. www.growthtribe.io Growth comes from rapid testing and cross-skilled teams
- 11. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET PROCESS SKILLS + TOOLS TACTICS
- 13. www.growthtribe.io Growing Digital Skills Gap Possibleskills Time Required skills Your skills Prototyping UX Funnel Marketing SEO SEM Email A/B Testing Conversion Centric Design Analytics Deep Learning NLP Machine Learning HTML CSS JS Back-end dev
- 14. www.growthtribe.io Pareto approach UX Field Research User tests Creating Personas Feature Writing Requirement Writing Graphic Arts Interaction Design Information Architecture Usability Prototyping Interface Layout Interface Design Visual Design Taxonomy Creation Terminology Creation Copywriting Brainstorm Coordination Design Culture Evangelism Growth Marketing What you’ll use 90% of the time
- 15. www.growthtribe.io Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
- 17. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
- 18. www.growthtribe.io The Mindset Of A “Growth Marketer” Place your screenshot here
- 21. www.growthtribe.io “ If you’re growing a company today you better learn to eat hot dogs fast...
- 22. www.growthtribe.io Growth Hacking Famous Examples
- 23. www.growthtribe.io What do these have in common? Creative And New OPN (Other People’s Network)
- 24. www.growthtribe.io What do these have in common? Creative And New Growth Teams OPN (Other People’s Network)
- 25. www.growthtribe.io Why Are Growth Teams Taking Over The World? Place your screenshot here
- 26. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated
- 28. www.growthtribe.io Why is growth marketing Important? 1. Traditional marketing channels are increasingly expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
- 31. www.growthtribe.io Why is growth marketing 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 and tech are popping up exponentially
- 33. www.grow.ac/london Growth Tribe Philosophy More channels + tech = More opportunities
- 34. www.grow.ac/london AI generated content - self service
- 35. www.growthtribe.io Why is growth marketing 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
- 36. www.growthtribe.io Growth Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
- 37. www.growthtribe.io Why is growth marketing 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
- 44. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
- 46. www.growthtribe.io “ Tactics grow from having the right process
- 48. www.growthtribe.io Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
- 55. www.growthtribe.io For Conversion Rate Optimization..
- 58. www.growthtribe.io 2 weeks maxMeasurable Tracked correctly
- 74. Get Shit Done! Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast, fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast, fix later Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
- 80. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
- 81. www.growthtribe.io The skillset of a the growth marketer
- 82. www.growthtribe.io Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
- 83. www.growthtribe.io Growth Marketing Transformation Pyramid MINDSET = (Organisational Readiness a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TACTICS = (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TACTICS
- 84. www.growthtribe.io Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
- 85. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
- 86. Awareness Getting people to visit your website Acquisition Getting them sign up or engage with the platform 50ms First Impression 5 seconds Attentional Filter 1-5min Tell me more..
- 87. Negative aging: “Leave quick or stay long” 97% of people just left
- 89. You have 5 seconds to answer.. What does this website do or offer? Why is it special? What is the USP?
- 92. 15%
- 95. 30%
- 96. 95%
- 98. 0%
- 99. 13%
- 100. 26%
- 101. 80%
- 103. 55%
- 104. Awareness Getting people to visit your website Acquisition Getting them sign up or engage with the platform 50ms First Impression 5 seconds Attentional Filter 1-5min Tell me more.. Social Ads Search Ads Videos Landing pages Email campaigns New features Content marketing Etc. etc.
- 105. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
- 106. www.growthtribe.io Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
- 107. www.growthtribe.io “If a Tesla can drive itself on autopilot at 70mph on the highway taking in all the surrounding environment inputs, we can help marketers do the same with all the data inputs they are analyzing.”
- 108. www.growthtribe.io
- 109. www.growthtribe.io Mega use case it predicts with 90% accuracy what will be sold within 30 days—that Otto allows it automatically to purchase around 200,000 items a month from third-party brands with no human intervention.
- 110. www.growthtribe.io - 72k emails - Female - Purchased in last 12 months
- 112. www.growthtribe.io 98% didn’t convert… this was predictable
- 113. www.growthtribe.io 10% of the emails (=7200 emails)
- 114. www.growthtribe.io
- 115. www.growthtribe.io 70%+ likely to convert 40-70%+ likely to convert 0-40% likely to convert
- 116. www.growthtribe.io 70%-100% likely to convert 40-70%+ likely to convert 0-40% likely to convert Enrich data + Unsupervised learning for clustering “What’s wrong?” Exploration Recency = big deal!
- 117. www.growthtribe.io 7% conversion rate & Behavioural profiles
- 118. www.growthtribe.io Coding without front end skills
- 119. www.growthtribe.io Chat bots without code
- 120. www.growthtribe.io AB testing without statistics or JQuery
- 121. www.growthtribe.io Coding apps without backend skills
- 122. www.growthtribe.io Data preparation and modeling without Python or R
- 123. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
- 124. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
- 125. www.growthtribe.io Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
- 126. www.growthtribe.io Growth with AI course: grow.ac/aicourse