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#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
#INBOUND16@KYLEPLACY
We must
understand
change.
#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
#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
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
#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
You Can't Growth Hack Your Way to Success
#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
Traditional
Ads
Field Managers
Operations
Automation
Personas/Strategy
Messaging
Sales Enablement
Training
Retention
#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 demographics?
#INBOUND16@KYLEPLACY
PERSONA
a semi-fictional representation of your ideal
customer based on market research and real
data about your existing customers.
#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.
You Can't Growth Hack Your Way to Success
@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 Research, Forrester’s CX Index
@KYLEPLACY@KYLEPLACY
#INBOUND16@KYLEPLACY
1%
actually deliver an
excellent experience
Source: Forrester Research, Forrester’s CX Index
@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 points over 90 days
Delivered tailored report cards
and competitive analysis
#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 Research
#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?
@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 Channel
• Conversion Rate
Engagement Metrics Are Important
BUT
SECONDARY
#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 per
unit basis.
#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 their usage of your
service.
#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 this when we see
(measureable result).
@JimKalbach
#INBOUND16@KYLEPLACY
Your PEOPLE should develop
and re-develop your
PERSONAS and PROCESSES
to improve PERFORMANCE.

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