Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by Kevin Henrikson - #SEJSummit Santa Monica

Kevin Henrikson Partner Director Eng @ Microsoft

STARTUPS Entrepreneur Style Growth Tactics for Big Brands

STEAL FROM THE

William Sears Group Product Manager, LinkedIn

SPONSORED BY

Skin in the game

ROI is everything

You need a quota

3 Takeaways

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


AdSense Products Referrals

#SEJSummit @KevinHenrikson


LEARN WHAT 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!!

GAME SKIN 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.

#SEJSummit

@KevinHenrikson

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


•  Web Sale

ROI IS EVERYTHING

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

QUOTA YOU 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 is everything

You need a quota

3 Takeaways


@KevinHenrikson

Thank You!