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AGILE MARKETING IS THE ONLYRELEVANT DISCIPLINE TODAY THAT

MARKETERS NEED TO GRASP…“

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Experience with the top 100 Global Brands

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2016: CASHREWARDS YOY GROWTH 400% $3M - $12M

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CHRISGARNER.ORG INDUSTRY RECOGNITION 2016

AWARDED IN:BEST IN CLASS:

2017 Finalists

Founding Council Member

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What is a Growth Team?

Product MarketingCustomerSupport

Biz Dev Finance

PR

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What is a Growth Team?

• Acquisition

• Activation

• Revenue

• Retention

• Referral

Product MarketingCustomerSupport

Biz Dev Finance

PR

Growth

Team

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2017 Proposed Mar

Tech Stack

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Agile Mar Tech

• Campaign planning is dead

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Agile Growth Mar Tech Team Sprint

planning

Sprint prioritisation

Sprint 2 weeks

Daily Standup

Sprint testing

Launch

Sprint Retrospective

• Stakeholders• Growth Team Lead• Founder / COO• CTO / Head of Product• Tech Coder• PR Agency• Head of Customer Service• (Marketing)• UX / Design …• Data analyst

Use Kan Ban: To Do, Doing, Done,

Daily Stand ups1. What did you do yesterday?

2. What will you do today?3. Are there any impediments in your way?

1-2 Week Sprints

1

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Product Market Fit

• How would you feel if your could no longer use your product?

• >40% would be very disappointed then you have product market fit

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Stacking the odds for growth

Understand “must have” users

• Who are they?

• Why is a must have (key benefit)

• Why do they keep coming back?

• What is the difference between “must haves” and “don’t care”

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Goals

• Get people around a shared measureable target

• Agree in collaboration across the business

• Deliver your True North Star Metric

• Create dashboards that can measure

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North Star Metric

• Number of New Active Users

• Number 3rd party integrations

• Revenue per Active User

• Revenue per 3rd party integrations

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Create Fundamental Growth Equation

• Ebay• Number of Sellers x Number of Listings x Number of Buyers

Active x Sales x Profit

• Uber• Rides per week

• Air BnB• Nights stayed per week

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Always Be Experimenting – This Drives Growth

• Test To discover “pings”

• Test To optimise A/B tests

• Focus on test velocity

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More Experimentation = More Growth

Cashrewards testing tempo 10X – browser

extension / email automation / Facebook

Audiences

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Agile Practice Delivers Growth –Team Must be In House

Analyse Data

Unbridled Ideation

Prioritize

Running

Experiment

1

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Agile Practice Delivers Growth –Team Must be In House

Analyse Data

Unbridled Ideation

Prioritize

Running

Experiment

1 • Creative Problem

Solving

• Weekly collaborative

meetings

• Encourage every day

ideation

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Build Growth Model

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Cashrewards Growth Model

Seeing Influencer footage

from TV on Facebook using

Look a likes

Purchase 2X they become

sticky

Build Double Cashback on

2nd purchase within 30 days

Download Browser

Extension “Never forget

cashback again”

Increase purchase

frequency by 100%

North Star Metric – Grow

Revenue by 400%

Encourage

paid referral –

Deliver 20% of

new signups

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Twitter Growth Model

More users with more followers =

more monthly active users

“Follow 5

people”

“learn flow”

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What is your Growth Model

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Create North Star Dashboards 4 Everybody

Unique People

Visits

25,000

78%

Landing page

CTR%

35%

78%

Landing page

OSC%

35%

78%

Referral Sale

1,250

78%

Email Joins

1,250

78%

NPS

4578%

Unique People

Visits

Landing page

CTR%

Landing page

OSC%

Sales Email Joins

North Star Metric Seasonal Sales

North Star Seasonal Revenue

25,000

$1,200,000

YoY Change

XX%

YoY Change

XX%

% to target

XX%

% to target

XX%

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Viral Channels Organic Paid

1. Refer a friend2. Virtual sales force, sell 5 get $5003. Customer Surveys (open ended 2

questions)4. Customer Interviews5. Affiliate marketing optimisation6. Facebook competitions7. Instagram giveaways8. Snapchat competitions9. Coupon strategy10. Upsell recommendations11. Browser push messaging12. Push messaging to the lock screen

on iOS and Android13. Product giveaway / content14. Influencer optimisation15. Affiliate content16. Net promoter Score17. Share your purchase on social

media and tag three friends and get $20 off now

18. Browser extension

1. SEO2. Owned message automation3. Feel good moments

1. Birthday2. Anniversary3. Mothers day4. Fathers day

4. Online interviews with fashion influencers

5. Online video with fashion influencers

6. Guest blogging7. Facebook live events8. Customer reviews and star

ratings9. Live Q&A10. Flash sales11. Content marketing12. TV appearances13. Behavioural Overlays14. Live Chat15. Bounce Surveys16. Landing pages

1. Facebook look a like audiences2. Google Adwords3. Google Gmail Sponsored Placements4. Programmatic Display

1. App Nexus2. Etc.

5. Email marketing (list buying)6. PR7. Influencer program8. iADs9. App store PPC10. Outbrain, Taboola, Plista

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2017 Proposed Mar

Tech Stack

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Commitments

• 3 tests per week

• 100% perfect execution

• Ad Words Ad Copy x5 per week

• Facebook Ad Copy Refresh x5 per week

• 1 Growth Squad meeting a week 1 hour

• Team accountability

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Process

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture Learning

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Unbridled Ideation

• Build a large backlog (500+)

• Invite participation from the whole company

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Prioritise

• Include

• Research

• Links

• Hypothesis

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Weekly Nominations (Focus Area) Democratize Prioritization

• Use ICE scores to select ideas to nominateEach member nominates 2 ideas

• 30- second pitch to team for each nomination (only one can be your own)

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Select Tests in Weekly Meeting

• Choose tests to launch (no brainstorming)

• Assigned a Project Manager – Report to Head of Growth

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Capture Learning

• Every test leads to learning must be documented

• Organize learning for easy access

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Manage Process in Weekly meeting

• Establishes rhythm

• Keep improving process to hit testing targets and maximise growth learning

• Include core growth team and key execs (i.e. CEO, VP, Product, CTO) 1 hour per week Tuesday 11am

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Agenda

15 min: KPI review & update focus area

10 min: Review last week’s testing sprint

15 min: Key lessons learned from analyzed tests

15 min: Select tests for this week’s sprint

05 min: Check growth of idea backlog

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Example winning Test

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Double Down on Winning Tests

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