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AXP Internal 9-Nov-16 1 Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. You can’t do it all. Overcoming marketing’s biggest challenges. Taylor Corrado | @TaylorLCorrado Marketer - American Express Global Business Travel

You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

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Page 1: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 1

Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero.

You can’t do it all. Overcoming marketing’s biggest challenges.

Taylor Corrado | @TaylorLCorrado Marketer - American Express Global Business Travel

Page 2: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

A little bit about me.

9-Nov-16 AXP Internal 2

Page 3: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 3

Page 4: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

A little bit about my work.

AXP Internal 9-Nov-16 4

Page 5: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

A little bit about my work.

AXP Internal 9-Nov-16 5

Reporting & Analytics

Social media

Customer marketing

Event planning

Sales alignment & enablement

Writing

Partnerships

Email

Page 6: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

My biggest marketing challenge...

AXP Internal 9-Nov-16 6

Page 7: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

There is no sliver bullet.

AXP Internal 9-Nov-16 7

Page 8: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Biggest Marketing Challenges

9-Nov-16 AXP Internal 8

Page 9: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Taking on more than you can chew.

AXP Internal 9-Nov-16 9

Page 10: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Focus is most important thing you can do.

AXP Internal 9-Nov-16 10

Page 11: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

How do you decide where to focus?

AXP Internal 9-Nov-16 11

Page 12: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Before you do anything, ask yourself • “What are our goals?”

• “What are we doing to reach those goals?”

• “What are we doing that will not help us reach those goals?”

AXP Internal 9-Nov-16 12

Page 13: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Reporting and attribution • Are you able to measure the ROI of you marketing efforts?

– Offline and online channels – Leads and customers per channel – Profitability per channel – Cost per lead or customer

• Do you have the right tools in place? – Website analytics; Lead pipeline tracking; Revenue reporting

AXP Internal 9-Nov-16 13

Page 14: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Social & Paid • What channels will drive the most ROI?

– Ask you prospects and customers if and where they interact with brands the most

• What content will be most effective? – Test the same content on multiple channels, all with the same goal (traffic, leads, or sales)

• How much should I spend in paid channels?

– Depends on profitability per channel

AXP Internal 9-Nov-16 14

Page 15: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Email & Email Nurture • How many emails should I send each month?

– Offer subscriptions frequency options • Do I even need email nurture?

– How long is your sales cycle? – How mature is your industry? – How big is your monthly lead volume?

• How can I segment my email nurture lists? – Depends on the data you collect

AXP Internal 9-Nov-16 15

Page 16: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Content • What are the biggest challenges we are solving?

– Creating content themes – Survey your customers

• How can I maximize existing content? – Updating high performing, but out of date content – Repurposing content into different formats – Tell the stories of your customers

AXP Internal 9-Nov-16 16

Page 17: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Your Website • Which channels are driving the most leads and wins?

– Lead attribution: Bizible, Kissmetrics, HubSpot

• What pages are people visiting and clicking through? – Heat mapping: Crazyegg.com, hotjar.com

• Where are visitors converting and how can I increase my conversion rate? – Conversion rate optimization: Optimizely

AXP Internal 9-Nov-16 17

Page 18: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Listening.

AXP Internal 9-Nov-16 18

Page 19: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Never stop listening to your customers, colleagues, & other marketers.

AXP Internal 9-Nov-16 19

Page 20: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Your Customers

AXP Internal 9-Nov-16 20

• Talks to hosts and travelers on the ground • Listens and responds on social media • Leverages user generated content to drive campaigns • Aligns with culturally relevant topics

Airbnb •Want to connect customer to the food source • Talks directly to the source of the food – the

farmers •Understands what their customers value in terms

of products and transparency from customer feedback surveys

Sweetgreen • Constantly talking on the ground with their

customers to establish empathy •Maps emotions to the buyer journey and shares

with sales • Tests marketing campaigns with a select audience

to gauge relevance and connection

Google – Apps for Work

Page 21: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

How can you talk to customers?

• Online surveys

• Focus groups

• 1:1 interviews, in person or virtually

• On site observations

• During existing customer engagements like events

AXP Internal 9-Nov-16 21

Page 22: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Your Colleagues

• Lunch & Learns

• Internal wiki or collaboration channels

• Outside the office communication

AXP Internal 9-Nov-16 22

Page 23: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Marketers have an advantage…

AXP Internal 9-Nov-16 23

Page 24: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

There’s more content for marketers by marketers about marketing than any other

role or industry.

AXP Internal 9-Nov-16 24

Page 25: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Listen to each other.

AXP Internal 9-Nov-16 25

Page 26: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Other marketers • Who I listen to:

– Jay Acunzo: Unthinkable podcast – Gary Vaynerchuk: Youtube channel – Simon Sinek

• What I read: – Digiday Publishing, Brands, UK, Daily

newsletters – HubSpot Marketing Blog – InvisionApp blog – NewsCred Insights – Harvard Business Review

9-Nov-16 AXP Internal 26

Page 27: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Perfection.

AXP Internal 9-Nov-16 27

Page 28: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Raise your hand if…

AXP Internal 9-Nov-16 28

Page 29: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

You are not doing enough work up front to minimize the need for perfection.

AXP Internal 9-Nov-16 29

Page 30: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Perfection kills momentum.

AXP Internal 9-Nov-16 30

Page 31: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Setting up for success

• Brand guidelines (colors, imagery, fonts, etc)

• Voice, tone, and style guides for writing

• Social media policy

• New hire training (partner with HR)

AXP Internal 9-Nov-16 31

Page 32: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Example: Guest blogging guidelines

AXP Internal http://blog.hubspot.com/marketing-guest-blogging-guidelines

9-Nov-16 32

Page 33: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 33

Example: Guest blogging guidelines

Page 34: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Ignoring offline.

AXP Internal 9-Nov-16 34

Page 35: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Connecting the dots • How can you drive traffic from offline

channels?

• How do you integrate digital with your events?

• What role does mobile play?

• Offline “channels” – 1 pagers/brochures – Printed decks – Speaking engagements – Customer events & tradeshows

9-Nov-16 AXP Internal 35

Page 36: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 36

Page 37: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Focusing on your competitors.

AXP Internal 9-Nov-16 37

Page 38: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Our competitors…

AXP Internal 9-Nov-16 38

Page 39: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Competitors

9-Nov-16 AXP Internal 39

Page 40: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 40

Page 41: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 41

Page 42: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Outside our industry…

AXP Internal 9-Nov-16 42

Page 43: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

9-Nov-16 43 AXP Internal

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9-Nov-16 44 AXP Internal

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AXP Internal 9-Nov-16 45

Page 46: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 46

Page 47: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

AXP Internal 9-Nov-16 47

Page 48: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Look for inspiration and… • What design draws your attention

• What makes you click through

• What gets the message across and conveys value • What can translate to your brand and message

AXP Internal 9-Nov-16 48

Page 49: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Don’t reinvent the wheel – learn from it and adapt.

AXP Internal 9-Nov-16 49

Page 50: You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality,

Thank you!

AXP Internal 9-Nov-16 50