steal from the startups: growth tactics for grownups with kevin henrikson

Kevin HenriksonPartner Director of Engineering @ Microsoft

STARTUPSEntrepreneur Style Growth Tactics for Big Brands

STEAL FROM THE

Skin in the game

ROI iseverything

You need aquota

3 Takeaways

#SEJSummit@KevinHenrikson

• Startups, Mobile, Growth• Yahoo, VMware, Microsoft


AdSense Products Referrals


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

LEARNWHAT DID I

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!!

GAMESKIN IN THE

Would you spend your own money?


Are you making smart bets?


What is the penalty for bad bets?• Sense of urgency to adjust /

correct.


Don’t be afraid to fail• But fail fast and move on


• Web Sale

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

ROI ISEVERYTHING

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


PPC is free • If you are doing it right


Positive ROI is like breathing• If it stops you won’t survive

very long


• DAU Growth

QUOTAYOU NEED A

Marketing and growth should have a target

• Learn from the best sales teams

• Top down targets should be 2-3x of the actual target


Manage each channel or strategy as a unit

• Be aggressive and track each for maximum success


Fail fast• Make it easy to see when

any strategy is falling behind



Skin in the game

ROI iseverything

You need aquota

3 Takeaways


@KevinHenrikson

Thank You!