Download - Growth Marketing Meetup Volume 1
![Page 1: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/1.jpg)
![Page 2: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/2.jpg)
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 [email protected]
![Page 3: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/3.jpg)
WHAT THIS IS
A practical process to...
PrioritiseExecute Learn
...how to help MORE PEOPLE experience MORE VALUE of
your product.
![Page 4: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/4.jpg)
WHAT THIS IS
Scaleable
Repeatable
Basis in marketing
Driven by product
Inspired by data
![Page 5: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/5.jpg)
WHY GROWTH
The expectations for a high growth software company have changed
![Page 6: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/6.jpg)
Bootstrap AngelSeed
Series
Series/IPO/Acquisition
TIME
USE
RS
![Page 7: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/7.jpg)
WHY GROWTH
Popular channels get crowded very fast
![Page 8: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/8.jpg)
![Page 9: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/9.jpg)
Ad Spend by Consumer
![Page 10: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/10.jpg)
WHY GROWTH
Different set of skills than traditional marketing
![Page 11: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/11.jpg)
PRODUCT
TECHANALYTICS
SKILLS
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
![Page 12: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/12.jpg)
WHY GROWTH
97% of startups fail because they don’t have markets rather than poor products
![Page 13: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/13.jpg)
Buy some AdWordsBig TechCrunch launch
Hire a PR firm and a VP of Marketing
![Page 14: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/14.jpg)
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
![Page 15: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/15.jpg)
2-sided Incentive
![Page 16: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/16.jpg)
![Page 17: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/17.jpg)
Results
15 months later: 4,000,000 usersover 55% from referral, viral and sharing features
![Page 18: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/18.jpg)
![Page 19: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/19.jpg)
These aren’t anomalies
![Page 20: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/20.jpg)
![Page 21: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/21.jpg)
![Page 22: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/22.jpg)
![Page 23: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/23.jpg)
![Page 24: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/24.jpg)
THE PROCESS
MODEL
BENCHMARK
FOCUS
BRAINSTORM & BACKLOG
PRIORITISE
TEST
ANALYSIS
SYSTEMISE
![Page 25: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/25.jpg)
MODELDave McClure’s Pirate Metrics*
The Lean Marketing Funnel
Signups, Data In, Subscribed, Churned
Spreadsheets, Mixpanel or Amplitude
*my favourite
![Page 26: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/26.jpg)
![Page 27: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/27.jpg)
![Page 29: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/29.jpg)
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
![Page 30: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/30.jpg)
HYPOTHESIS
BECAUSE WE SAW (DATA/FEEDBACK), WE EXPECT THAT (CHANGE) WILL CAUSE
(IMPACT). WE WILL MEASURE THIS USING (METRIC)
![Page 31: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/31.jpg)
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
![Page 32: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/32.jpg)
ANALYSIS
Was this experiment a success/failure?
What was the impact?
WHY did I see the results I did?
update me
![Page 33: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/33.jpg)
SYSTEMIZE
Take feedback
Create new experiments
Productise/Systemise/Playbook-ise
![Page 34: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/34.jpg)
WITHOUT A PROCESS
SUCCESS = LUCK
![Page 35: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/35.jpg)
WITH A PROCESS
CREATIVITY + RESOURCES
TIMESUCCESS =
![Page 36: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/36.jpg)
![Page 37: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/37.jpg)
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
![Page 38: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/38.jpg)
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
![Page 39: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/39.jpg)
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
![Page 40: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/40.jpg)
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
![Page 41: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/41.jpg)
RECOMMENDED STARTER STACKGoogle Tag Manager
Google Analytics
Segment.com**
Mixpanel/Amplitude
Optimizely
AdWords/Facebook/Twitter
![Page 42: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/42.jpg)
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
![Page 43: Growth Marketing Meetup Volume 1](https://reader031.vdocuments.mx/reader031/viewer/2022030306/58cf44ad1a28ab254a8b61b5/html5/thumbnails/43.jpg)
Further ResourcesEvent Tracking Spec template
Growth Project Management Trello Board
Example Growth Documents
Quant. SaaS Framework spreadsheet
Quant. Marketplace Framework spreadsheet