growth marketing meetup volume 1

WHO AM I

Grew Qmee’s first 1,000 active users using a referral scheme/influencer outreach

Helped Evaluagent gain their first high value B2B leads with inbound marketing

Developed Fatsoma’s growth strategy using geo segmentation and improving data relevancy

4 months into Formisimo.

andrewallsop OR growthmcr allsop.andrew@gmail.com

WHAT THIS IS

A practical process to...

PrioritiseExecute Learn

...how to help MORE PEOPLE experience MORE VALUE of

your product.

WHAT THIS IS

Scaleable

Repeatable

Basis in marketing

Driven by product

Inspired by data

WHY GROWTH

The expectations for a high growth software company have changed

Bootstrap AngelSeed

Series

Series/IPO/Acquisition

TIME

USE

RS

WHY GROWTH

Popular channels get crowded very fast

Ad Spend by Consumer

WHY GROWTH

Different set of skills than traditional marketing

PRODUCT

TECHANALYTICS

SKILLS

ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

WHY GROWTH

97% of startups fail because they don’t have markets rather than poor products

Buy some AdWordsBig TechCrunch launch

Hire a PR firm and a VP of Marketing

Result~100,000 users

Cost Per Acquisition: £300Customer Lifetime Value: < £100

Source: http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587/32-Results_ulliSeptember_2008_100000_registered

2-sided Incentive

Results

15 months later: 4,000,000 usersover 55% from referral, viral and sharing features

These aren’t anomalies

THE PROCESS

MODEL

BENCHMARK

FOCUS

BRAINSTORM & BACKLOG

PRIORITISE

TEST

ANALYSIS

SYSTEMISE

MODELDave McClure’s Pirate Metrics*

The Lean Marketing Funnel

Signups, Data In, Subscribed, Churned

Spreadsheets, Mixpanel or Amplitude

*my favourite

Fill up the backlog in your growth Trello Board

PRIORITISEICE score

IMPACT - WHAT WILL THE IMPACT BE IF THIS WORKS?

CONFIDENCE - HOW CONFIDENT AM I THIS WILL WORK?

EFFORT - HOW MUCH RESOURCES ARE REQUIRED?

Use your growth documents to write upyour hypothesis

HYPOTHESIS

BECAUSE WE SAW (DATA/FEEDBACK), WE EXPECT THAT (CHANGE) WILL CAUSE

(IMPACT). WE WILL MEASURE THIS USING (METRIC)

TESTWhat is the least resource intensive way to gather data about the hypothesis?

Use your growth documents to write up

your design so anyone can understand

the context and improve learnings

ANALYSIS

Was this experiment a success/failure?

What was the impact?

WHY did I see the results I did?

update me

SYSTEMIZE

Take feedback

Create new experiments

Productise/Systemise/Playbook-ise

WITHOUT A PROCESS

SUCCESS = LUCK

WITH A PROCESS

CREATIVITY + RESOURCES

TIMESUCCESS =

ToolsAcquisition

Advertising / Retargeting: Adroll, Dataxu, Facebook, Twitter, Google Adwords, BuySellAds, PerfectAudienceAttribution: Appsflyer, Attribution, Convertro, Mobile App Tracking, AdjustConversion optimization: Optimizely, Leanplum, Taplytics, VWO, Formisimo

Activation

Marketing automation: Autopilot, Iterable, Marketo, Customer.io, VeroFunnel analysis: Mixpanel, Amplitude, Indicative, KISSmetricsHeatmapping: CrazyEgg, Inspectlet, LuckyOrange, MouseFlow, MouseStats, Navilytics, FullStory

Retention

Marketing automation: Autopilot, Iterable, Marketo, Customer.io, VeroPush notifications: Outbound.io, Kahuna, LeanplumCustomer communication: Intercom, AppboyNPS, surveys: Delighted, QualarooCustomer success: Zendesk, Freshdesk, Gainsight, Totango, UservoiceChurn Insight: Framed.io

Revenue

CRM: Salesforce, Pipedrive, HubspotEcommerce analytics: Baremetrics

Referral

Referral Management: SaaSquatch, Talkable, Extole

Feedback, Comms & Analytics Tools - Qualitative

The tools in this category include:

● Surveys/NPS: AskNicely, Promoter, Uservoice, Satismeter, Wootric, Qualaroo, WebEngage, Delighted

● LiveChat: LiveChat, Olark, SnapEngage, Userlike, Intercom● Heat Mapping: CrazyEgg, Inspectlet, LuckyOrange, MouseFlow, MouseStats, Navilytics,

FullStory

Feedback, Comms & Analytics Tools - Quantitative

Web Analytics: Google Analytics

● Behavioral Analytics: Mixpanel, Amplitude, Indicative, Keen.IO, Heap● A/B Testing: Optimizely, Visual Website Optimizer● Real-time Analytics: GoSquared, Chartbeat

RECOMMENDED STARTER STACKGoogle Tag Manager

Google Analytics

Segment.com**

Mixpanel/Amplitude

Optimizely

AdWords/Facebook/Twitter

TO DO by Next MonthInstall the starter stack or equivalent

Build a quantified model of your company

Choose one area of the AARRR funnel that you think is causing the biggest bottleneck for your users

Brainstorm 20 ideas that could help improve it and include them in your experiments backlog in Trello or Projects.GrowthHackers.com

Further ResourcesEvent Tracking Spec template

Growth Project Management Trello Board

Example Growth Documents

Quant. SaaS Framework spreadsheet

Quant. Marketplace Framework spreadsheet