The Bullseye Framework: How Great Companies Grow

JUSTIN MARES, TRACTION CO-AUTHOR

@NEILPATEL@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking

in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Justin Mares is the co-author of Traction: A Startup Guide to Getting Customers, which in its first printing sold 35,000+ copies. He’s also the former director of

revenue at Exceptional, a company Rackspace acquired in 2013.

JUSTIN MARES Co-author, Traction

@jwmares

The Bullseye Framework: How Great Companies Grow

CO-AUTHOR, TRACTION BOOK

@NEILPATEL@Kissmetrics

#KissWebinar

@jwmares

T H E B U L L S E Y E F R A M E W O R K

T O D A Y W E ’ R E G O I N G T O TA L K A B O U T …

WATCH WEBINAR RECORDING NOW

“Most startups don’t fail because they can’t build a product.

Most startups fail because they can’t get traction.”

(yes I’m quoting my own book. Sorry)

- T R A C T I O N B O O K

M Y F I R S T O N E D I D :

“The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.”

- M A R C A N D R E E S E N

Why?

Product is fun.

Traction is hard

“If you can get even a single distribution to work, you have a great business.

If you don’t nail one, you’re finished.”

- P E T E R T H I E L

H O W D O I F I N D M Y C H A N N E L ?

Framework

TheBullseye

A 4-step process to finding your traction channel

S T E P 1 … B R A I N S T O R M

“If you can acquire customers in a channel your competitors are ignoring, that’s a

huge competitive advantage.”

- J A S O N C O H E N , W P E N G I N E

Framework

TheBullseye

1. Brainstorm

2. Prioritize

Easy to test?

Potential impact?

Compound affects?

Also think about…

Funding?

B2B?

Consumer?

Traction goal?

Customer LTV?

Crowded channel?

Unit economics?

Competitors? How long?

Framework

TheBullseye

1. Brainstorm

2. Prioritize

3. Test

Search for..

signs

that

a channel is working

*actual traffic graph

Some ideas of tests to run

Content Marketing

Hire a writer to create 3 killer posts and 1 infographic.

Put 100% effort into promoting the 3 posts & infographic. Then

evaluate.

Framework

TheBullseye

1. Brainstorm

2. Prioritize

3. Test

4. Double Down

Double. Down.

FINDwhat works

ANDdo more of it

Guides

Infographics

I N C O N C L U S I O N …

your channelFind

I N C O N C L U S I O N …

Use

1. Brainstorm

2. Prioritize

3. Test

4. Double Down

Bullseye

I N C O N C L U S I O N …

AND((most importantly)

Crush It.

F I R S T 3 C H A P T E R S O F T R A C T I O N - T R A C T I O N B O O K . C O M

K E E P U P W I T H M E - J U S T I N M A R E S . C O M

@jwmares

T H A N K Y O U !

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Questions?

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

JUSTIN MARES Co-author, Traction

@jwmares