[WMD 2015] Tradesy >> Tracy Dinunzio, "The CEO Growth Playbook: How To Be Your Own CMO"
1. THE CEO GROWTH PLAYBOOK
How To Be Your Own CMO
@tracydinunzio @tradesy
2. The story of Tradesy’s marketing-driven growth
0
75
150
225
300
2012
2013
2014
2015
Valuation
GMV
(pace)
@tracydinunzio @tradesy
TRADESY GROWTH SINCE LAUNCH
3. The true story of Tradesy’s marketing-driven growth
0
75
150
225
300
2009
2010
2011
2012
2013
2014
2015
Valuation
GMV
(pace)
@tracydinunzio @tradesy
WHAT REALLY HAPPENED
4. THE METHOD
IDENTIFY TEST EXPLOIT AUTOMATE
Find channel
opportunities
off the
beaten path
Use rigorous
methodology
paired with
agile process
Make what’s
working 25%
more
valuable
Productize
and delegate
channel,
rinse + repeat
A simple + direct methodology for lean,
early-stage marketing development
5. Go where no (wo)man has gone before
Find paid, earned, and organic media + marketing opportunities
where the crowd isn’t looking
LIMITED UPSIDE
Mature Channels
Already established and saturated; ad unit prices
reflect the LTVs of your biggest competitors.
!
!
• SEM
• Facebook Ads
• Google Display
• Retargeting
• Email Marketing
IDENTIFY: MATURE VS EMERGING CHANNELS
LIMITLESS UPSIDE
New + Emerging Channels
Underpopulated channels set ad prices lower to
drive growth
!
!
• Podcast Ads
• Snapchat Content Marketing
• YouTube Ads
• TV Commercials
• Direct Mail Marketing
@tracydinunzio @tradesy
6. Interest Over Time
Source: Google Trends
!
• Facebook Marketing
• YouTube Marketing
• Pinterest Marketing
• Podcast Marketing
• Snapchat Marketing
!
!
Increased demand makes your marketing channels expensive
Popular channels with increasing demand result in higher advertising prices
Getting in before the curve peaks gives you the best chance for a home-run ROI
IDENTIFY: THE NOT-SO-BEATEN PATH
INFLECTION POINT
@tracydinunzio @tradesy
7. Projecting and Prioritizing for Next Steps
IDENTIFY: PRIORITIZING OPPORTUNITES
Measure level of ease/affordability of testing, and projected upside
on a 1-10 scale*, then prioritize your tests accordingly
*Warning: Dramatically simplified!
Example analysis - Ease/upside of
channels are unique to each business
Snapchat
Marketing
!
Podcast
Advertising
Television
Commercials
Direct Mail
Marketing
Level of Ease/Affordability
Is it low-cost? Fast? Resource-light?
3 7 1 5
Potential Upside
How big is the projected opportunity?
5 5 9 2
Average 4 6 5 3.5
@tracydinunzio @tradesy
8. TEST: 3 KPIS
Visitor
CPC
!
!
!
Signup
CPL
!
!
!
Buyer
CPA
!
Traffic
TEST 1 TEST 2
SPEND $10,000 $10,000
CPC
Cost per Click
$1 $2
NEW UNIQUE VISITORS 10,000 5,000
CPL
Cost per Lead (a lead = a signup)
$10 $20
NEW SIGNUPS 1,000 500
CPA
Cost per Acquisition (acq = a buyer)
$100 $200
NEW BUYERS 100 50
Example Test Results
Conversion-to-signup rate = 10%
Conversion-to-purchase rate = 10%
Keep Marketing KPIs Dead Simple: CPC - CPL - CPA
@tracydinunzio @tradesy
9. TEST: CALCULATE LTV
@tracydinunzio @tradesy
Forget LTV and Focus on CAC Payback Period
Early stage startups often don’t have enough data to accurately
project lifetime value. Here’s a hack.
10. TEST: CALCULATE LTV
@tracydinunzio @tradesy
Forget LTV and Focus on CAC Payback Period
Early stage startups often don’t have enough data to accurately
project lifetime value. Here’s a hack.
X
11. Apply ruthless rigor to your testing
TEST: AVOID COMMON PITFALLS
How you test matters as much (or more) as what channels you test
Testing outcomes are the “information” your team will base future decisions on.
DON’T LEAD YOUR TEAM ASTRAY!
@tracydinunzio @tradesy
13. THE METHOD AT EARLY STAGES
IDENTIFY TEST EXPLOIT AUTOMATE
In 2011, Recycled Bride became profitable using this method
This is what my marketing stack looked like
• PR
• Blog
• FB Organic
• FB Ads
• Google SEM
• YouTube
Organic
• Influencer
Partnerships
• YouTube Ads
• Print Ads
• Affiliate
Marketing
!
@tracydinunzio @tradesy
14. !
Now throw away channels that didn’t work,
and exploit the ones that did
EXPLOIT: GOING DEEPER
Make it 25% more valuable than during testing
+25%
@tracydinunzio @tradesy
15. Productize and Delegate What’s Working
AUTOMATE: PASS THE BATON
Move on to conquer new channels
@tracydinunzio @tradesy
16. THE METHOD AT MATURITY
IDENTIFY TEST EXPLOIT AUTOMATE
The Method Expands as Your Marketing Team Does
Find great people to start automation, then have them work backwards down the chain
• PR
• SEM
• Blog
• FB Organic
• FB Paid Mobile
• Google PLA
• Retargeting
!
!
!
!
• FB Ads
• SEO
• Affiliate
Marketing
• Shopping feeds
• Polyvore Paid
• Pinterest
Organic
• Instagram
• Email mktg
!
• Influencer
Partnerships
• Print Ads
• Pinterest Paid
• TV Ads
• Tumblr
• Comparison
shopping eng.
• Pop-up shop
• Event mktg
! @tracydinunzio @tradesy
• YouTube Ads
• Billboards
• Tumblr Paid
• Outbrain
Content Mktg
• Radio
• In-air video
• Exit Intent Offer
• Forums + FB
groups
• xx