This presentation was delivered on the topic of prioritising the marketing to a group attending lectures as part of the University of Melbourne's Accelerator program MAP.

1. PLANNING
FOR
CUSTOMER
GROWTH
Stephen Neville
@wheressteve

2. What is communications planning?
Influencing customer behavior through a
combination of message, placement &
timing

3. PLACE & TIME
How, where &
when you will
be able to
reach them
MESSAGE
What do you
want your
customer to
think, feel & do

6. Before we go on…
1. Know your customer!
2. You are trying to change behavior
3. Decisions are made for both rational and
emotional reasons

7. Acquiring customers = $$$

8. Distribution hacking, growth
hacking, growth engineering, viral
loops, engines of growth, lean
marketing, inbound marketing…
…positive, repeatable, customer relationships
in the most efficient manner possible!

9. POSITIVE
Build Something
of Value
EFFICIENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
Measurement

10. POSITIVE
Build Something
of Value
EFFICIENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
Measurement

11. “focus relentlessly on achieving
product/market fit”
- Marc Andressen (Moziaic, Netscape, Ning, Andressen
Howitz… and a whole lot of other stuff)
“sustainable growth programs are built
on a core understanding of the value of
your solution in the minds of your most
passionate customers”
- Shaun Ellis (Logmein, Dropbox, KissMetrics, Qualaroo)

12. “Invest your marketing money in your product
and your service. Get that right, and your
customers will take care of your marketing for
you…”

13. Net Promoter Score:
Would you recommend this product to a friend?
Quantifying value
Avg. +10 -15, World Class. +50
“Very” Recommendation
>40% Focus on funnel metrics,
transitioning for growth
<40% Keep iterating product, positioning
and targeting

14. Find out why
Knowing why you matter informs your messaging through
the remaining stages of growth

18. EFFICENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
POSITIVE
Build Something
of Value
Measurement

19. POSITIVE
Build Something
of Value
EFFICENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
Measurement

20. The Funnel

21. AARRR
Acquisition - users come to site from various channels
Activation – customers use product for the first time
Retention – customers come back multiple times
Referral – customers refer others
Revenue – customers make your business money
Things you are in control of now
- Dave McLure (500 Startups)

22. Activation

23. Activation

24. Retention

25. Revenue

26. Referral

27. Referral
“Fortunately, we spent almost all our effort on
making an elegant, simple product that ‘just works’
and making users happy”

29. Understand the
Audience
Frictionless
Activation
Remove
Free Plan
Fourteen
Day Trial

30. 159%
250%
56%
Installation Rate Conversion to Sale Monthly Spend

31. POSITIVE
Build Something
of Value
EFFICITENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
Measurement

32. POSITIVE
Build Something
of Value
EFFICITENT
Clean Up your
Own Backyard
REPEATABLE
Go Fishing
Measurement

33. Pond Fishing

34. Pond Integrations

35. Ocean Fishing

36. 36
90
88
85
85
84
80
78
75
63
63
62
62
62
61
60
59
59
59
Comparison websites
Friends/ family reco
Brand website
Internet search
Cons opinion site/ blogs
Personal letter/ statement
Print articles
Direct mail
Local newspaper ads
Relevant websites
Directory ads
Magazine ads
Mailed instore promos
Seminars/ trade fairs
Newspaper ads
TV ads
Print inserts/ leaflets
Expert reco
0 20 40 60 80 100
CCF
Norm
Digital

37. Tools of the Trade

38. Tools of the Trade: Data
ANALYTICS INSIGHTS A/B TESTING

39. Tools of the Trade: Cohorts

40. Summary • Know your customer
• Remember you are trying to change
behaviors
• Build something people need
• Optimise your marketing funnel
• Spend all your hard earned $$$