Growth marketing for corporates - Intro session - ING innovation leaders

Growth “Hacking” For Corporates 1hr Power Session

David ArnouxHead of Growth

www.growthtribe.io

“Growth comes from rapid execution.

The right skillset and toolset.

“Marketers should be held to the same level

of quality as developers..

Startups3-month full-time growth hacking

academy

Students3-month full-time growth hacking

academy

HIGH GROWTH / HIGH POTENTIAL STARTUP

Adult Education

Startups

Students3-month full-time growth hacking

academy

3-month full-time growth hacking academy

Crash-courses

Adult Education

Startups

Students

Corporates



Crash-courses

Consulting and Academies

Tools

Process + People

Growth Hacking Transformation Pyramid

MindsetChange

Start here..

Kees van Nunen

The Mindset Of A “Growth Hacker”

Place your screenshot here

Takeru Kobayashi

Takeru Kobayashi

“If you’re growing a company today you

better learn to eat hot dogs fast...

Paypal

Source: ReferralCandy

100k users in the first month!

7-10% daily growth >> 100 million members

1 million march 2000 >> 5 million summer 2000

$10 $10

$10

$10

Paypal

Paypal

please

Famous examples

What do these have in common?

Rapid Experimentation

More than just

marketingOPN

(Other People’s Network)

Why is Growth Hacking Taking Over The World?


Why is Growth Hacking Important?

1. Traditional marketing channels are increasingly expensive and saturated



2. Most projects focus heavily on product, but the real challenge is with

distribution

Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank

“Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure

"Poor distribution—not product—is the number one cause of failure. " - Peter Thiel

250-3000 Ads per day

betalist.com

Debundling of banks

Global Fintech Landscape : bit.ly/gtfintech




distribution

3. New channels are popping up exponentially

Viral Channel Effectiveness




distribution


4. Acquisition is trivial. Activation and Retention are crucial

ouch

Source: Andrew Chen’s Blog

Retention trumps all...






distribution


4. Acquisition is trivial. Activation and Retention are crucial.

5. Available Tools + Data = It’s all about ROI and Speed >> Remove waste

Source: Rob Moffat


1. Traditional marketing channels are expensive and saturated


distribution

3. New channels are popping up very rapidly

4. Acquiring is easy!! Activation and Retention are key

5. It’s all about ROI >> Remove waste

6. Growth hacking allows to reduce product and market risk for new

products

Market Product

Exploration(Searching)

Validation(Yes/No)

Who is our customer?What are their pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?

How can we solve this problem?How important is design?What is our MVP?Which features are the most important?How to prioritize?

How do we trigger them?Will they sign up?Are they willing to pay?How much will they pay?How do we convince them to buy?What is our customer acquisition cost?Can we scale marketing?

Is this solution working?Is it a motivation or usability issue?Are people using it correctly?Which solution is better?How should we optimize this part of the funnel?What do people like / dislike?Why do they do that?

Market Product


Validation(Yes/No)

Who is our customer?What are their biggest pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?




3 people 2 weeks 1400€

Market Product


Validation(Yes/No)

Who is our customer?What are their biggest pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?




4 people 2 weeks 900€

Growth Process

Adaptable(Across all companies

cultures and departments)

Expandable(Can grow along with

the company)

Easy to implement

(Minimal learning curve)

OMTM

Pirate Metrics

OMTM(s)

IdeateIdea backlog

Hard + Soft data Copy others + Go crazy

Systemizeor

Productize

the GROWTH process

Experiment DocTime boxing

Design TestMinimum Viable Experiment

P.I.E.SorB.R.A.S.S.

RankPrioritization Framework

Cross-skilled teamsAgile Scrum

Execute!Get It Done!!!

Learnings

AnalyzeHard and Soft Data

Awareness

IdeateIdea backlog





Speed = WIN!

Speed = WIN!

Growth Hack

So what is a Growth “Hacking” mix?


“ “Growth hacking is generally a small

data-driven and technical group tasked with figuring out how to scale the business.”

-Some guy on the internet

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

BehaviouralPsychology

Data +Testing

LeanMarketing

Technical Marketing

UX improvement

Conversion Rate Optimization

Inspiration: @clarabuchanan

GROWTHHACKING


Coding +Automation

CreativeMarketing

UX improvement


CreativeMarketing


Coding +Automation

Technical Marketing


GROWTHHACKING

Skills

CreativeMarketing


Coding +Automation

Data +Testing

LeanMarketing

Technical Marketing

GROWTHHACKING

Marketing Budget vs. Growth Budget

$$$$$

$ $ $$

$

start end Iterative learning

Experiment based approach

Hard data - Conversion Funnels

Are people signing up?Are people being activated?

Hard data - Retention Charts

Are users coming back?What is the impact of our efforts on retained users?

CreativeMarketing


Coding +Automation

Data +Testing

LeanMarketing

Technical Marketing


UX improvement


GROWTHHACKING

Behavioural Psychology

Soft data

why?

CreativeMarketing


Coding +Automation


Data +Testing

LeanMarketing

Technical Marketing

UX improvement



GROWTHHACKING

AB Testing

vs. =

Clicks on Signup (notify

me/register)

PVs

Clicks

on

"sign

up"

Conver

sion

Rate

myT 66000 550 0.83%

V2 29190 1780 6.10%

732

%

+732%

Growth vs. Marketing vs. Product


Growth vs. Marketing vs. Product

GROWTH MARKETING PRODUCT

MINDSET Experiments Campaigns Build

OBJECTIVESAcquisition, Activation,

Retention, Revenue, Referral

Awareness, Acquisition

Core Functionalities (Usage metrics +

NPS)

TEAM COMPOMulti-disciplinary (Marketing, Dev,

Analyst, UX)Marketers Products Owners

and Developers

PROCESS Data driven experiments Campaigns Agile and Waterfall

Source: 90% Brian Balfour

Pirate Funnel

AwarenessGetting people to visit your website

AcquisitionGetting them to sign up

ActivationUsers get a great first user experience

RetentionMaking sure users come back

ReferralGetting users to invite others

RevenueSell, upsell, cross sell

Marketing

Growth

Pirate Funnel







250-3000 Ads per day

Negative aging: “Leave quick or stay long”

97% of people just left

You have 5 seconds to answer..

What does this website do or

offer?

Why is it better than the

competition or similar

services?

FAIL

FAIL

WIN

Pirate Funnel







“The WOW moment

= Early signal of longer term retention

Famous wow moments

Put at least 1 file in a folder

Follow 30+ people

7 friends in 10 days

Get someone to buy 3 times

= average 11 purchases a year.

Small tip….

Acquisition

Activation

Retention

Referral

Revenue

Awareness

Activation

Acquisition

Retention

Referral

Revenue

Awareness

Flip Acquisition / Activation

WOW this is awesome!

Pirate Funnel







Pirate Funnel







Pirate Funnel







OMTM

Hard + Soft data

P.I.E.SorB.R.A.S.S.

Experiment DocTime boxing

Cross-skilled teamsAgile Scrum

Pirate Metrics

Flowchart

OMTM(s)

Learnings

Systemizeor

Productize IdeateIdea backlog





Copy others + Go crazy

the GROWTH process

The skillset of a growth hacker

The Growth TEAM

Head of Growth

Process-DrivenAnalyticalCreative

Strong PersonalityT-shapedSoft Skills

Developer

Fast iterationsBuild fast fix later

Loves data + trackingCreative

Growth orientedExecutes fast

UX/UI

Customer empathy

Executes fastFront-end code

Ship fastLoves testing


Data Analyst

Small data setsLarge data sets

Back-end knowledgeNeedle in haystack

Data to insights

Read these!!!

Our Free email coursegrowthtri.be/e-course

Websitewww.growthtribe.io

Twitter@darnocks

LinkedinDavid Arnoux