A recent talk give by Growth Tribe to the heads of innovation at ING... the talk covers growth hacking for corporates, growth marketing for corporates and how growth marketing fits within a digital transformation strategy,
16. “
If you’re growing a company today you
better learn to eat hot dogs fast...
17. 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
20. What do these have in common?
Rapid
Experimentation
More than just
marketing
OPN
(Other People’s
Network)
21. Why is Growth Hacking
Taking Over The World?
Place your screenshot here
22. Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
23.
24. 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
25. 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
30. 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
33. 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
38. 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. Available Tools + Data = It’s all about ROI and Speed >> Remove waste
41. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. It’s all about ROI >> Remove waste
6. Growth hacking allows to reduce product and market risk for new
products
42. Market Product
Exploration
(Searching)
Validation
(Yes/No)
Who is our customer?
What are their pains?
What are the “jobs to be
done”?
Is our target audience too
vague?
How do we find them?
How can we solve this
problem?
How important is design?
What is our MVP?
Which features are the most
important?
How to prioritize?
How do we trigger them?
Will they sign up?
Are they willing to pay?
How much will they pay?
How do we convince them to
buy?
What is our customer
acquisition cost?
Can we scale marketing?
Is this solution working?
Is it a motivation or usability
issue?
Are people using it correctly?
Which solution is better?
How should we optimize this
part of the funnel?
What do people like / dislike?
Why do they do that?
43. Market Product
Exploration
(Searching)
Validation
(Yes/No)
Who is our customer?
What are their biggest pains?
What are the “jobs to be
done”?
Is our target audience too
vague?
How do we find them?
How can we solve this
problem?
How important is design?
What is our MVP?
Which features are the most
important?
How to prioritize?
How do we trigger them?
Will they sign up?
Are they willing to pay?
How much will they pay?
How do we convince them to
buy?
What is our customer
acquisition cost?
Can we scale marketing?
Is this solution working?
Is it a motivation or usability
issue?
Are people using it correctly?
Which solution is better?
How should we optimize this
part of the funnel?
What do people like / dislike?
Why do they do that?
45. Market Product
Exploration
(Searching)
Validation
(Yes/No)
Who is our customer?
What are their biggest pains?
What are the “jobs to be
done”?
Is our target audience too
vague?
How do we find them?
How can we solve this
problem?
How important is design?
What is our MVP?
Which features are the most
important?
How to prioritize?
How do we trigger them?
Will they sign up?
Are they willing to pay?
How much will they pay?
How do we convince them to
buy?
What is our customer
acquisition cost?
Can we scale marketing?
Is this solution working?
Is it a motivation or usability
issue?
Are people using it correctly?
Which solution is better?
How should we optimize this
part of the funnel?
What do people like / dislike?
Why do they do that?
48. Growth Process
Adaptable
(Across all companies
cultures and
departments)
Expandable
(Can grow along with
the company)
Easy to
implement
(Minimal learning curve)
49. OMTM
Pirate Metrics
OMTM(s)
Ideate
Idea backlog
Hard + Soft data
Copy others + Go crazy
Systemize
or
Productize
the GROWTH
process
Experiment Doc
Time boxing
Design Test
Minimum Viable Experiment
P.I.E.S
or
B.R.A.S.S.
Rank
Prioritization Framework
Cross-skilled teams
Agile Scrum
Execute!
Get It Done!!!
Learnings
Analyze
Hard and Soft Data
53. So what is a Growth “Hacking” mix?
Place your screenshot here
54. ““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
55. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING
56. What Is Growth Hacking?
Coding +
Automation
Creative
Marketing
UX improvement
Conversion
Rate
Optimization
71. Growth vs. Marketing vs. Product
GROWTH MARKETING PRODUCT
MINDSET Experiments Campaigns Build
OBJECTIVES
Acquisition,
Activation,
Retention, Revenue,
Referral
Awareness,
Acquisition
Core Functionalities
(Usage metrics +
NPS)
TEAM COMPO
Multi-disciplinary
(Marketing, Dev,
Analyst, UX)
Marketers
Products Owners
and Developers
PROCESS
Data driven
experiments
Campaigns Agile and Waterfall
Source: 90% Brian Balfour
72. 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
Marketing
Growth
73. 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
83. 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. 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.
98. 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
99. 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
100. 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
101. OMTM
Hard + Soft data
P.I.E.S
or
B.R.A.S.S.
Experiment Doc
Time boxing
Cross-skilled teams
Agile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemize
or
Productize Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Copy others + Go crazy
the GROWTH
process
103. The Growth TEAM
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