#INBOUND16@KYLEPLACY
YOU CAN’T GROWTH
HACK YOUR WAY TO
SUCCESS
Double-digit growth with real strategy
instead of growth ha...
#INBOUND16@KYLEPLACY
We must
understand
change.
#INBOUND16@KYLEPLACY
Industrial
Revolution
1760-1840
Information
Revolution
1950-1990
Consumer
Revolution
2000-2016
Intell...
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY
What the hell is
happening?
#INBOUND16@KYLEPLACY
MOBILITY COMPLETELY
CHANGED THE GAME
CURRENT
DISRUPTION
#INBOUND16@KYLEPLACY
7
#INBOUND16@KYLEPLACY
Day in the Life of a Mobile User
Average # Apps
Installed on
Device
Average
Numbers of
Apps Used
Dail...
#INBOUND16@KYLEPLACY
Every
customer is a
consumer
first.
#INBOUND16@KYLEPLACY
And the
consumer
experience is
seamless.
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY
SMART MACHINES ARE
HERE TO STAY
FUTURE
DISRUPTION
#INBOUND16@KYLEPLACY
13
#INBOUND16@KYLEPLACY
14
#INBOUND16@KYLEPLACY
15
#INBOUND16@KYLEPLACY
16
#INBOUND16@KYLEPLACY
17
#INBOUND16@KYLEPLACY
Have no fear.
#INBOUND16@KYLEPLACY
We don’t
survive.
#INBOUND16@KYLEPLACY
We evolve.
#INBOUND16@KYLEPLACY
THE 4 PS TO BUILDING
SUSTAINABLE GROWTH
Ignore all this growth hacking crap.
#INBOUND16@KYLEPLACY
PEOPLE
PERSONA
PERFORMANCE
PROGRAMS
#INBOUND16@KYLEPLACY
PEOPLE
Do you have the right people?
Hire for aptitude, attitude and agility.
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY
Is your team
organized to win in
the digital
environment?
#INBOUND16@KYLEPLACY
ACQUISITION CONVERSION BRAND
Content
PR
Brand Enablement
Corporate Comms
Creative
Events
Digital
Trad...
#INBOUND16@KYLEPLACY
The marketing team
of the future…
#INBOUND16@KYLEPLACY
Controls every
aspect of the
customer experience.
#INBOUND16@KYLEPLACY
PERSONA
Do you know your customer? Do you
understand their behavior, motivations,
goals and demograph...
#INBOUND16@KYLEPLACY
PERSONA
a semi-fictional representation of your ideal
customer based on market research and real
data...
#INBOUND16@KYLEPLACY
PROCESS
How does your team operate and optimize for
product, pricing, promotions and channels?
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
PROCESS TIP #1
Your UXperience matters.
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
Get the experience
right and your product
will sell itself.
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
Or your customers will
sell it for you.
#INBOUND16@KYLEPLACY
37
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
73%
of companies consider
user experience
a top priority
Source: Forrester Resea...
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
1%
actually deliver an
excellent experience
Source: Forrester Research, Forreste...
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
Source: UserTesting.com
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
PROCESS TIP #2
It’s not content marketing.
It’s thought-leadership.
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
Thought-leadership is
not about you.
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
It starts and ends with
your customer.
#INBOUND16@KYLEPLACY
4 Types of Thought Leadership
EXPERIENTIAL CONSUMER PEER BENCHMARK
#INBOUND16@KYLEPLACY
Experiential Thought-Leadership
Understand the
customer
journey.
#INBOUND16@KYLEPLACY
Experiential Thought-Leadership
Shopped in 100 retail stores
Tracked 80 different marketing
touch poi...
#INBOUND16@KYLEPLACY
Consumer Thought-Leadership
Understand
trends in
consumer
behavior
#INBOUND16@KYLEPLACY
Peer Thought-Leadership
Let your
prospects and
customers
compare against
each other.
#INBOUND16@KYLEPLACY
Peer Thought-Leadership
#INBOUND16@KYLEPLACY
Benchmark Thought-Leadership
Your data is your
only differentiator.
#INBOUND16@KYLEPLACY
PERFORMANCE
Do you have the system in place to
track and evolve?
#INBOUND16@KYLEPLACY
“WE MUST MOVE FROM
NUMBERS KEEPING SCORE
TO NUMBERS THAT DRIVE
BETTER ACTIONS.”
David Walmsley
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
PERFORMANCE TIP #1
Data is life.
#INBOUND16@KYLEPLACY
EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here
#INBOUND16@KYLEPLACY
EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
70%
of technology
implementations fail
because of bad data.
Source: Forrester Re...
#INBOUND16@KYLEPLACY
1. Database cleansing should be top priority
2. Do you have someone focused on data management?
3. Ge...
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
PERFORMANCE TIP #2
Better goal tracking leads
to better results.
#INBOUND16@KYLEPLACY
My Primary Stack
Data / AutomationCRMGoal / Project
Management
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY
#INBOUND16@KYLEPLACY
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
PERFORMANCE TIP #3
Die engagement metrics!
Long live unit economics.
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
Marketing should
function like an
ecommerce company.
#INBOUND16@KYLEPLACY
• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Chann...
#INBOUND16@KYLEPLACY
UNIT ECONOMICS ARE
IMPORTANT TO
UNDERSTAND
#INBOUND16@KYLEPLACY
UNIT ECONOMICS
Direct revenues and costs associated with a
particular business model expressed on a p...
#INBOUND16@KYLEPLACY
CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION
#INBOUND16@KYLEPLACY
LIFETIME VALUE (LTV)
The amount of revenue a single user generated
during the entire duration of thei...
#INBOUND16@KYLEPLACY
KNOW YOUR UNIT
ECONOMICS BETTER THAN
THE CEO…
#INBOUND16@KYLEPLACY
PEOPLE
PERSONA
PERFORMANCE
PROGRAMS
#INBOUND16@KYLEPLACY
We believe providing (individual)
with this (service) will result in
this (outcome).
We will know thi...
#INBOUND16@KYLEPLACY
Your PEOPLE should develop
and re-develop your
PERSONAS and PROCESSES
to improve PERFORMANCE.
You Can't Growth Hack Your Way to Success
You Can't Growth Hack Your Way to Success
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You Can't Growth Hack Your Way to Success

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It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.

Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

Publicado en: Marketing

You Can't Growth Hack Your Way to Success

  1. #INBOUND16@KYLEPLACY YOU CAN’T GROWTH HACK YOUR WAY TO SUCCESS Double-digit growth with real strategy instead of growth hacking your way to oblivion. Kyle Lacy, OpenView
  2. #INBOUND16@KYLEPLACY We must understand change.
  3. #INBOUND16@KYLEPLACY Industrial Revolution 1760-1840 Information Revolution 1950-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality
  4. #INBOUND16@KYLEPLACY
  5. #INBOUND16@KYLEPLACY What the hell is happening?
  6. #INBOUND16@KYLEPLACY MOBILITY COMPLETELY CHANGED THE GAME CURRENT DISRUPTION
  7. #INBOUND16@KYLEPLACY 7
  8. #INBOUND16@KYLEPLACY Day in the Life of a Mobile User Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Worldwide 33 12 3 4 hours Facebook WhatsApp Chrome
  9. #INBOUND16@KYLEPLACY Every customer is a consumer first.
  10. #INBOUND16@KYLEPLACY And the consumer experience is seamless.
  11. #INBOUND16@KYLEPLACY
  12. #INBOUND16@KYLEPLACY SMART MACHINES ARE HERE TO STAY FUTURE DISRUPTION
  13. #INBOUND16@KYLEPLACY 13
  14. #INBOUND16@KYLEPLACY 14
  15. #INBOUND16@KYLEPLACY 15
  16. #INBOUND16@KYLEPLACY 16
  17. #INBOUND16@KYLEPLACY 17
  18. #INBOUND16@KYLEPLACY Have no fear.
  19. #INBOUND16@KYLEPLACY We don’t survive.
  20. #INBOUND16@KYLEPLACY We evolve.
  21. #INBOUND16@KYLEPLACY THE 4 PS TO BUILDING SUSTAINABLE GROWTH Ignore all this growth hacking crap.
  22. #INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
  23. #INBOUND16@KYLEPLACY PEOPLE Do you have the right people? Hire for aptitude, attitude and agility.
  24. #INBOUND16@KYLEPLACY
  25. #INBOUND16@KYLEPLACY Is your team organized to win in the digital environment?
  26. #INBOUND16@KYLEPLACY ACQUISITION CONVERSION BRAND Content PR Brand Enablement Corporate Comms Creative Events Digital Traditional Ads Field Managers Operations Automation Personas/Strategy Messaging Sales Enablement Training Retention
  27. #INBOUND16@KYLEPLACY The marketing team of the future…
  28. #INBOUND16@KYLEPLACY Controls every aspect of the customer experience.
  29. #INBOUND16@KYLEPLACY PERSONA Do you know your customer? Do you understand their behavior, motivations, goals and demographics?
  30. #INBOUND16@KYLEPLACY PERSONA a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
  31. #INBOUND16@KYLEPLACY PROCESS How does your team operate and optimize for product, pricing, promotions and channels?
  32. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #1 Your UXperience matters.
  33. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Get the experience right and your product will sell itself.
  34. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Or your customers will sell it for you.
  35. #INBOUND16@KYLEPLACY 37
  36. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 73% of companies consider user experience a top priority Source: Forrester Research, Forrester’s CX Index
  37. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 1% actually deliver an excellent experience Source: Forrester Research, Forrester’s CX Index
  38. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Source: UserTesting.com
  39. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #2 It’s not content marketing. It’s thought-leadership.
  40. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Thought-leadership is not about you.
  41. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY It starts and ends with your customer.
  42. #INBOUND16@KYLEPLACY 4 Types of Thought Leadership EXPERIENTIAL CONSUMER PEER BENCHMARK
  43. #INBOUND16@KYLEPLACY Experiential Thought-Leadership Understand the customer journey.
  44. #INBOUND16@KYLEPLACY Experiential Thought-Leadership Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
  45. #INBOUND16@KYLEPLACY Consumer Thought-Leadership Understand trends in consumer behavior
  46. #INBOUND16@KYLEPLACY Peer Thought-Leadership Let your prospects and customers compare against each other.
  47. #INBOUND16@KYLEPLACY Peer Thought-Leadership
  48. #INBOUND16@KYLEPLACY Benchmark Thought-Leadership Your data is your only differentiator.
  49. #INBOUND16@KYLEPLACY PERFORMANCE Do you have the system in place to track and evolve?
  50. #INBOUND16@KYLEPLACY “WE MUST MOVE FROM NUMBERS KEEPING SCORE TO NUMBERS THAT DRIVE BETTER ACTIONS.” David Walmsley
  51. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #1 Data is life.
  52. #INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  53. #INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  54. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 70% of technology implementations fail because of bad data. Source: Forrester Research
  55. #INBOUND16@KYLEPLACY 1. Database cleansing should be top priority 2. Do you have someone focused on data management? 3. Get your team off spreadsheets 4. One system of record for the entire company 5. Get your team off spreadsheets 6. Get your team off spreadsheets How do you efficiently manage data?
  56. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #2 Better goal tracking leads to better results.
  57. #INBOUND16@KYLEPLACY My Primary Stack Data / AutomationCRMGoal / Project Management
  58. #INBOUND16@KYLEPLACY
  59. #INBOUND16@KYLEPLACY
  60. #INBOUND16@KYLEPLACY
  61. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #3 Die engagement metrics! Long live unit economics.
  62. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Marketing should function like an ecommerce company.
  63. #INBOUND16@KYLEPLACY • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel • Conversion Rate Engagement Metrics Are Important BUT SECONDARY
  64. #INBOUND16@KYLEPLACY UNIT ECONOMICS ARE IMPORTANT TO UNDERSTAND
  65. #INBOUND16@KYLEPLACY UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
  66. #INBOUND16@KYLEPLACY CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
  67. #INBOUND16@KYLEPLACY LIFETIME VALUE (LTV) The amount of revenue a single user generated during the entire duration of their usage of your service.
  68. #INBOUND16@KYLEPLACY KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO…
  69. #INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
  70. #INBOUND16@KYLEPLACY We believe providing (individual) with this (service) will result in this (outcome). We will know this when we see (measureable result). @JimKalbach
  71. #INBOUND16@KYLEPLACY Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

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