steal from the startups: growth tactics for grown ups
TRANSCRIPT
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Kevin HenriksonPartner Director Eng @ Microsoft
STARTUPSEntrepreneur Style Growth Tactics for Big Brands
STEAL FROM THE
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Skin in the game
ROI iseverything
You need aquota
3 Takeaways
#SEJSummit@KevinHenrikson
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• Startups, Mobile, Growth• Yahoo, VMware, Microsoft
Kevin HenriksonPartner Director Eng @ Microsoft
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AdSense Products Referrals
#SEJSummit@KevinHenrikson
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#SEJSummit@KevinHenrikson
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Poll 1 Which best describes your role?A. Director/Manager of Marketing
B. Business Owner/Manager
C. Growth team
D. I'm not doing anything with Growth
E. Agency
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LEARNWHAT DID I
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It’s really easy to lose lots of money fast
Small tweaks - order of magnitude change
Find a need and users will come in droves
Affiliate or middle man marketing is hard!!
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GAMESKIN IN THE
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Would you spend your own money?
#SEJSummit@KevinHenrikson
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Are you making smart bets?
#SEJSummit@KevinHenrikson
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What is the penalty for bad bets?• Sense of urgency to adjust /
correct.
#SEJSummit@KevinHenrikson
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Don’t be afraid to fail• But fail fast and move on
#SEJSummit@KevinHenrikson
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• Web Sale
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Poll 2 What is your biggest growth struggle?A. Producing enough growth ideas
B. Finding time to manage / review
growth data
C. Consistency of active growth
projects
D. Growth budget
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ROI ISEVERYTHING
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Can’t manage what you don’t track
• Determine goals and make sure to measure them
• Think end-to-end you can’t know too much
#SEJSummit@KevinHenrikson
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PPC is free • If you are doing it right
#SEJSummit@KevinHenrikson
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Positive ROI is like breathing• If it stops you won’t survive
very long
#SEJSummit@KevinHenrikson
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• DAU Growth
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QUOTAYOU NEED A
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Marketing and growth should have a target
• Learn from the best sales teams
• Top down targets should be 2-3x of the actual target
#SEJSummit@KevinHenrikson
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Manage each channel or strategy as a unit
• Be aggressive and track each for maximum success
#SEJSummit@KevinHenrikson
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Fail fast• Make it easy to see when
any strategy is falling behind
#SEJSummit@KevinHenrikson
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#SEJSummit@KevinHenrikson
Skin in the game
ROI iseverything
You need aquota
3 Takeaways
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Kevin HenriksonPartner Director Eng @ Microsoft
@KevinHenrikson
Thank You!
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