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How to identify your highest
impact growth opportunities
@Kissmetrics
#Kisswebinar
@thuelmadsen
Thue Madsen
Marketing Operation Manager,
Kissmetrics
Brian began his career at Teradata, analyzing consumer
data for Proctor & Gamble. Then he built an analytics
tools company...
1 The New Funnel is the full customer journey
2 The North Star Metric
3 Identifying and experimenting around the biggest o...
WATCH WEBINAR RECORDING NOW
The New Funnel is the
full customer journey
The old funnel is top heavy and leaky
#Kisswebinar
Old funnel
Marketing
Sales
CS
The old way
● Top-heavy on resources, not...
The New Funnel is way more interesting...and complex
#Kisswebinar
New funnel
Sales
CS
Growth Marketing
Sales
CS
The new wa...
The North Star Metric
Most Important Concept in Growth
● Focal point of fastest growing businesses
● Opposite of a vanity metric
● All important...
What is a North Star Metric?
● Single persistent metric for real growth
● Reflects growing footprint of aggregated value
●...
Facebook
● Value: see friends’ updates
● NSM: Daily Active Users (DAU)
● → to value: 7 friends in 10 days
North Star Metri...
Full Company Metric (not just a marketing metric)
● Marketers only influence subset of North Star Metric levers
● Right No...
Benefits of using a North Star Metric
● Marketing ROI tied to value delivered
● Customer retention tied to value delivered...
Defining your North Star Metric
Step 1:
How do customers get value from your product?
Step 2:
How can you best quantify th...
Identifying the biggest
growth opportunities
Growing your North Star Metric
● What are the key levers for growing your NSM?
● What prevents growth of your NSM?
Growth ...
Test to Discover & Improve Tactics
● Find leverage opportunities and set goals
● Generate effective growth ideation
● Use ...
Finding High Impact Objectives
● Most leverage in growth model
for moving North Star Metric
● Where are you losing people ...
Effective Growth Ideation
● Problem solving for objective
● Group brainstorming sessions
● Any team member, anytime
● Ensu...
Use Proven Testing Process
● Systematic learning in sprints
● Weekly growth meeting
○ Discuss progress against objectives
...
More Testing = More Learning
● Set weekly testing targets
● Fix what prevents testing
○ Engage executives with testing res...
Document Learnings
● Document tests, hypothesis and results
● Step-by-step guide for executing proven tactics
● Monitor fo...
Analyze behaviors and grow
your best customers
25
Understand what
people are doing on
your website and
products.
Define and monitor your
most important growth
segments.
...
Analyze: Understand behavior to identify bottlenecks in the journey “north”
#Kisswebinar
Use behavioral analytics to under...
Segment: Define and track your key growth segments
#Kisswebinar
Define and track key growth segments:
● Build and monitor ...
Engage: Precise interactions to help people along their journey
#Kisswebinar
Engage customers along their journey “north”:...
29
+Analyze Populations Campaigns+
Customer Engagement Automation
by Kissmetrics
Understand what
people are doing on
your ...
Key Takeaways
● Diagram customer journey using new funnel
● Find and grow your North Star Metric
● Focus on growing your b...
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation
Brian Kelly
CEO, Kissmetrics
@bkkelly
Questions?
Sean Ellis
Author of Hacking Growth, CEO of
GrowthHackers
@SeanEllis
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How to identify your highest impact growth opportunities

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In many ways, customer engagement has become the most important metric for any modern software business.

Not too long ago the software marketers job was to optimize the funnel for impression, traffic and pipeline generation and it usually ended when a sale closed. Corks were popped and parties were thrown. But to a modern software marketer, this old funnel looks like something out of Mad Men.

Today the modern marketer or growth hacker needs to optimize the funnel for lifetime value. And it requires a dramatically different process and approach to growing your business.

In this webinar, Sean Ellis and Brian Kelly will be showing you how to:

Find you North Star Metric, which will help you increase true value to your customers
Identify your greatest opportunities for sustainable growth
Set up a growth process based on experimentation
Analyze your customer behavior and increase customer engagement

Publicado en: Marketing
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How to identify your highest impact growth opportunities

  1. 1. How to identify your highest impact growth opportunities
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen Thue Madsen Marketing Operation Manager, Kissmetrics
  3. 3. Brian began his career at Teradata, analyzing consumer data for Proctor & Gamble. Then he built an analytics tools company, which was acquired by PeopleSoft. Later, he was the CEO of Quantivo, one of the first large-scale cloud-based analytics platforms. So he understands what it takes to build an analytics solution that people love. Brian Kelly CEO, Kissmetrics @bkkelly Author of Hacking Growth. Coined the term "growth hacking" after using it in early days to ignite breakout growth for Dropbox, Eventbrite, LogMeIn and Lookout. Sean Ellis Author of Hacking Growth, CEO of GrowthHackers @SeanEllis
  4. 4. 1 The New Funnel is the full customer journey 2 The North Star Metric 3 Identifying and experimenting around the biggest opportunities for sustainable growth TABLE OF CONTENTS #Kisswebinar 4 Analyze behaviors to identify & grow your best customers 5 Q&A
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. The New Funnel is the full customer journey
  7. 7. The old funnel is top heavy and leaky #Kisswebinar Old funnel Marketing Sales CS The old way ● Top-heavy on resources, not ROI ● Customers entered the product late ● Next “lead” got more focus than “customers”
  8. 8. The New Funnel is way more interesting...and complex #Kisswebinar New funnel Sales CS Growth Marketing Sales CS The new way ● Lines across the funnel have blurred ● More care and feeding required - or expect churn ● Growth marketers have more responsibility and accountability for company growth - and they need help A new approach is required to drive growth
  9. 9. The North Star Metric
  10. 10. Most Important Concept in Growth ● Focal point of fastest growing businesses ● Opposite of a vanity metric ● All important metrics key off of the NSM North Star Metric #Kisswebinar@SeanEllis
  11. 11. What is a North Star Metric? ● Single persistent metric for real growth ● Reflects growing footprint of aggregated value ● Measures sustainable growth based on value North Star Metric #Kisswebinar@SeanEllis
  12. 12. Facebook ● Value: see friends’ updates ● NSM: Daily Active Users (DAU) ● → to value: 7 friends in 10 days North Star Metric Examples #Kisswebinar Uber/Lyft ● Value: $ for drivers, rides for riders ● NSM: Weekly rides ● → to value: First ride/passenger @SeanEllis
  13. 13. Full Company Metric (not just a marketing metric) ● Marketers only influence subset of North Star Metric levers ● Right North Star Metric aligns full company to deliver value ● All teams should evaluate their impact on North Star Metric North Star Metric #Kisswebinar@SeanEllis
  14. 14. Benefits of using a North Star Metric ● Marketing ROI tied to value delivered ● Customer retention tied to value delivered ● Customer evangelism tied to value delivered North Star Metric #Kisswebinar@SeanEllis
  15. 15. Defining your North Star Metric Step 1: How do customers get value from your product? Step 2: How can you best quantify this value? North Star Metric #Kisswebinar@SeanEllis
  16. 16. Identifying the biggest growth opportunities
  17. 17. Growing your North Star Metric ● What are the key levers for growing your NSM? ● What prevents growth of your NSM? Growth Opportunities #Kisswebinar@SeanEllis
  18. 18. Test to Discover & Improve Tactics ● Find leverage opportunities and set goals ● Generate effective growth ideation ● Use proven growth testing process Growth Opportunities #Kisswebinar@SeanEllis
  19. 19. Finding High Impact Objectives ● Most leverage in growth model for moving North Star Metric ● Where are you losing people (data) ● Why are use losing people (surveys) Growth Opportunities #Kisswebinar@SeanEllis
  20. 20. Effective Growth Ideation ● Problem solving for objective ● Group brainstorming sessions ● Any team member, anytime ● Ensure clear hypothesis expected result/why? ● Score ideas on ICE I - Impact C - Confidence E - Ease Growth Opportunities #Kisswebinar@SeanEllis
  21. 21. Use Proven Testing Process ● Systematic learning in sprints ● Weekly growth meeting ○ Discuss progress against objectives ○ Review tests planned vs. launched ○ Discuss analysis of tests ○ Team “pitch” nominated ideas Growth Opportunities #Kisswebinar@SeanEllis
  22. 22. More Testing = More Learning ● Set weekly testing targets ● Fix what prevents testing ○ Engage executives with testing results ○ Add resources to improve throughput Growth Opportunities #Kisswebinar@SeanEllis@SeanEllis
  23. 23. Document Learnings ● Document tests, hypothesis and results ● Step-by-step guide for executing proven tactics ● Monitor for continued effectiveness Growth Opportunities #Kisswebinar@SeanEllis
  24. 24. Analyze behaviors and grow your best customers
  25. 25. 25 Understand what people are doing on your website and products. Define and monitor your most important growth segments. Engage them based on behavior. > > Get, keep and grow more customers
  26. 26. Analyze: Understand behavior to identify bottlenecks in the journey “north” #Kisswebinar Use behavioral analytics to understand: ● Who are your best customers ● What are the bottlenecks and drivers to acquisition and retention ● How are your initiatives / tests performing
  27. 27. Segment: Define and track your key growth segments #Kisswebinar Define and track key growth segments: ● Build and monitor key segments along the journey “north” ● See how populations / segments change over time ● Align initiatives with key groups to influence forward progress
  28. 28. Engage: Precise interactions to help people along their journey #Kisswebinar Engage customers along their journey “north”: ● Behavior-based emails and messages to help them throughout ● Target people when they become part of a key segment ● Continuous testing and optimization
  29. 29. 29 +Analyze Populations Campaigns+ Customer Engagement Automation by Kissmetrics Understand what people are doing on your website and products. Define and monitor your most important growth segments. Engage them based on behavior.
  30. 30. Key Takeaways ● Diagram customer journey using new funnel ● Find and grow your North Star Metric ● Focus on growing your best customers Identifying High Impact Growth Opportunities #Kisswebinar@SeanEllis
  31. 31. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  32. 32. Brian Kelly CEO, Kissmetrics @bkkelly Questions? Sean Ellis Author of Hacking Growth, CEO of GrowthHackers @SeanEllis

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