growth marketing meetup volume 1
TRANSCRIPT
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]
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
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