Learn how to run a Growth Marketing program for your startup by WeWork Labs & Jim Huffman, CEO of growth agency GrowthHit.

1. GrowthMarketingfor
StartupsbyJim
Huffman
[Document Title] [DATE MONTH YYYY]

2. Jim Huffman
● CEO of GrowthHit, growth marketing agency
● Spent $3M+ on Facebook ads
● Raised $30M+ from VCs
● Grown 2 startups from idea to $10M+
● Author of The Growth Marketer’s Playbook
Advisor at Techstars, Sephora Accelerator, CircleUp
VC, and Mesia Ventures.
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3. Jim Huffman
The Growth Marketer’s Playbook
● Website: growthmarketersplaybook.com
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4. Agenda 01 The Operational Process for
Growth
02 How to KnowYou Have
Traction
03 B2B: Breaking Down an
Entire Growth Plan
04 B2C: Breaking Down an
Entire Growth Plan
05 Experiment Case Studies

5. The Operational Process for Growth
SECTION 1

6. The Operational Process for Growth
Our Digital Growth Study
Monitored growth trends of 114
startups for 12 months
Factors Analyzed:
1. Conversion Rates
2. Testing Velocity
3. Validated Lift %
4. Revenue Growth

7. The Operational Process for Growth
6 Principles of Growth
● Building competencies in these
6 key areas will drive
exponential growth
● There is a systematic and
repeatable process that is
proven to drive results
Growth
1.
Strategic
Business
Alignment
2.
Customer
Focused
Approach
3. Data
Driven
Research
4.
Scientific
Testing
Process
5. High
Velocity
Testing
6. Culture
of Growth

8. The Operational Process for Growth
Growth Plan
• Clarify business goals
• Target KPI Mapping
• Project Expectations
• Process review
• Platform access
• 90 Day Project Plan
Business
Alignment
Growth Roadmap Development & Iterative Testing Process
Iterative
Testing
Growth
Strategy
Growth
Research
Roadmap
Development
• Internal Assumptions
• Previous Test Results
• Competitive Analysis
• Customer Journey
• Customer Personas
• Testing Strategy
• Testing Velocity
• Heuristic Analysis
• Analytics Insights
• Content & UX
• Polling and Surveys
• Usability Studies
• Session Recordings
• Heat Map Data
• Aggregate Data
• Create Hypotheses
• Prioritization Matrix
• Roadmap
Documentation
• Tentative Timelines
• Test Plans
• UX Design
• Copywriting
• Development
• Test Setup & QA
• Launch
• Results & Insights
• Post Test Analysis
Data-Driven Growth Process

9. The Operational Process for Growth
Process for Running Data-Driven Experiments
1. Map Funnel
2. ID Baseline Metrics
3. Find Page Leaks and “Test Pages”
4. Spy on Competitors
5. Gather Research & Data Insights
6. Form Data-Driven Hypothesis & Run Experiments

10. The Operational Process for Growth
Map Funnel & Id Baseline Metrics
● List every step in your journey.
● Acquisition, Activation, Retention &
Referral.
● Grade every conversion step in the
funnel
● Do for main customer segments
● ID TEST PAGES

11. The Operational Process for Growth
Spy on Competitors
● ID what’s working with competitors. Hidden hacks.

12. The Operational Process for Growth
Gather Data and Insights
● Quantitative (GA) & Qualitative (Hotjar) for data-driven hypotheses

13. The Operational Process for Growth
Group Segments into Winners vs Losers

14. The Operational Process for Growth
Form Test Hypotheses

15. The Operational Process for Growth
How to Prioritize Your Growth Experiments: Growth Scorecard

16. The Operational Process for Growth
How to Run Your Week
MONDAYS = Analysis
Track your KPIs vs. Goals, Measure Experiment, Spot trends
TUESDAYS = Planning
What tests can you run to hit your business goals? Tests pipeline.
WEDNESDAYS = Approval / Prioritization
Approval on executing experiments and update.
THURSDAYS = Execution
Implement experiments and based on data driven ideas
FRIDAYS = Learn
Continued learning of customers, industry and competitors

17. The Operational Process for Growth
How to Structure Your Team
● Project Lead: Owns the business objective and the
northstar.
● Marketing Specialist: Marketing professional
that specializes in the vertical (SEO, Copywriter,
CRO, Social Media Manager)
● Data Analyst: Collects and organizes the data and
research.
● Developer/Designer: Technical person who can
execute on the digital marketing experiments.

18. The Operational Process for Growth
Analytics & KPIs
Lead Generation
● Email Sign Up Rate
● Content Download %
● Email Lead Conversion Rate
● Lead to Phone Call
● MQL (Marketing Qualified Leads)
● SQL (Sales Qualified Leads)
● Meetings Booked
● Events Attended
● Contracts Signed
● Accounts Created / Transferred
E-Commerce
● CAC
● LTV
● Ave order price/size
● Conversion rate
● Sales per day
● Number of visitors
● Shopping cart abandonment
SaaS (Software as a Service)
● Free to Premium Rate
● Trial Activation Rate
● Time to Close
● Churn Rate
● Monthly Recurring
Revenue

19. The Operational Process for Growth
What is Your Culture?
● What do you applaud?
○ We celebrate Failing!
● How do you work
○ Agile, 2 week sprints
● What do you measure?
○ # of experiments per week
● What are your rituals?
○ “Oops meetings” - Applaud failures
○ Show & Tell meetings

20. How to KnowYou Have
Traction
SECTION 2

21. How to KnowYou Have Traction
Why Do they LOVE You . . . Exact Words
● Are you solving a problem?
● Are you 10X better than the next best option
● Is is a vitamin or an aspirin?
● NPS (Net Promoter Score)
● The 40% test (See Below

22. How to KnowYou Have Traction
Why Do they LOVE You . . . Solve a Problem
● ATOMS SHOES:
● Come in quarter sizes and can
order different sizes for each foot.

23. How to KnowYou Have Traction
Why Do they LOVE You . . . Benefit
● KREYOL ESSENCE:
● Love so much bc of how they look
That they post videos & images
for free.

24. How to KnowYou Have Traction
Why Do they LOVE You . . . Experience
● WARBY PARKER:
● Change how people shop for glasses online

25. B2B: Breaking Down an Entire
Growth Plan
SECTION 3

26. B2B: Breaking Down an Entire Growth Plan
B2B: Growth Marketing Strategy

27. B2B: Breaking Down an Entire Growth Plan
B2B: Top Of Funnel Strategy
● Content Marketing: Shares, reach, views,
likes, clicks
● Paid Ads: Facebook Ads, Google Ads. Podcast
Ads
● Engineering as Marketing: Site Grader
● Offline Events: Inbound Conference

28. B2B: Breaking Down an Entire Growth Plan
B2B: Middle Of Funnel Strategy
● Free Demo: Attendance Rate
● Free CRM: Usage Rate (Upload contacts)
● Email Newsletter: Sign up rate

29. B2B: Breaking Down an Entire Growth Plan
B2B: Middle Of Funnel Strategy
● Reviews (Organic & Landing Pages):
Top platform on G2 Crowd, # of reviews
and stars
● Time Sensitive Discounts: Close Rate
(30% OFF if close before trial ends)

30. B2C: Breaking Down an Entire
Growth Plan
SECTION 4

31. B2C: Breaking Down an Entire Growth Plan
B2c: Growth Marketing Strategy

32. B2C: Breaking Down an Entire Growth Plan
B2C: Top Of Funnel Strategy
● Content marketing: Youtube and
SEO-driven blog content
● Ads: Instagram and Google Keyword
ads
● Offline Events: Pop-Up stores

33. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy
● Personalized Email Marketing:
Open %, CTR, Purchase %
● SMS Marketing: CTR, Purchase %

34. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy

35. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy

36. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy

37. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy

38. B2C: Breaking Down an Entire Growth Plan
B2C: Middle Of Funnel Strategy

39. Experiment Case Studies
SECTION 5

40. Experiment Case Studies
Conversion Experiment

41. Experiment Case Studies
Priming Experiment

42. Experiment Case Studies
Viral Experiment

43. Experiment Case Studies
Social Ad Experiment

44. Jim Huffman
The Growth Marketer’s Playbook
● Website: growthmarketersplaybook.com
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45. Thank you
THE END