My Preso on Growth Hacking and Velocity Marketing from Cloud Expo, November 2012

1. Growth Hacking and
Velocity Go To Market
Sunday, November 11, 2012

2. Explosive Platform Growth
Sunday, November 11, 2012
B2C : Facebook, Zynga, Craigslist
Both : Twitter, Apple iphone, Android
B2B: Salesforce, Linkedin

3. Rise of the APIs
Sunday, November 11, 2012

4. How to Stand Out?
Sunday, November 11, 2012
In crowded markets!

5. before we start
Sunday, November 11, 2012

6. It’s All About
Coding
Sunday, November 11, 2012
Coding without purpose doesn’t win

7. It’s All About
Content
Sunday, November 11, 2012
Content without Context is a loser

8. Death of the
Marketer
Sunday, November 11, 2012
You don’t win by firing the marketers, or forgetting the growth hackers

9. what’s going on!
Sunday, November 11, 2012
three shifts

10. Sunday, November 11, 2012
It used to be “go ask Dad”, but Dad wasn’t very reliable

11. Sunday, November 11, 2012
Now it’s go ask google, but we have content overload
Content is a commodity!

12. Sunday, November 11, 2012
Andreessen Horowitz Enterprise portfolio, March 2012

13. Enterprise
IT Cost Cloud Content
Collaboration
Transparency Management
Software
Business
Virtualization Flash Storage
Intelligence
& Security Solutions
Solutions
Enterprise On Demand
Virtualization
Social Identity
Software
Software Management
Sunday, November 11, 2012
Self described category

14. 115,000 550,000 286,000
5,170,000 1,230,000 2,800,000
220,000 2,030,000 27,500
Sunday, November 11, 2012
“Quoted” Exact term search results
Even in very specialized B2B markets, information is overabundant

15. 57%
of B2B sales cycle complete before first contact to selected vendor
Sunday, November 11, 2012
Second, we have self directed buyers

16. Crowded Markets
Sunday, November 11, 2012
Third we have overcrowded markets

17. what to do about it?
Sunday, November 11, 2012
How do we sell and market in content commoditized, over crowded markets with self
directed buyers?

18. Viewpoint Sets the Stage
Sunday, November 11, 2012
In order to get attention, we have to set the stage with Viewpoint... this is our context...
Explain
Let’s look at some examples..

19. Salesforce.com is the
enterprise cloud computing
company that is leading the
shift to the Social Enterprise
Sunday, November 11, 2012
Note shift from end of software to Social Enterprise

20. Zuora
Commerce has evolved. In the last 10 years,
there's been a dramatic shift in the way both
consumers and companies want to do business.
Today, people would rather subscribe to
services than to buy products. It's happening
everywhere. And it will have a dramatic effect
on your business.
Sunday, November 11, 2012
Entire Go to Market based on Viewpoint of “Subscription Economy”

21. Threats have changed radically from just
a few years ago. Advanced malware has
replaced the broad, scattershot
approach of mass-market malware
designed for mischief. Most of today's
attacks are targeted to get something
valuable.
Sunday, November 11, 2012
New threats, new needs.... SIMPLE AND POWERFUL

22. We’ve stocked our magnificent flying
machines with everything your little
heart could want. On-demand movies?
Check. Tasty bites and satisfying
libations? Check. In-flight Wi-Fi?
Check. An enjoyable ride you'll actually
look forward to? Check and
doublecheck.
Sunday, November 11, 2012
Why should flying suck? Flying is fun!

23. Focus on Value
Sunday, November 11, 2012
Then we have to find our unique value in the context of this viewpoint
Classic positioning and messaging, but with VIEWPOINT as the CONTEXT

24. Execute with Velocity
Sunday, November 11, 2012
Acquire users by DEMONSTRATING AND DELIVERY VALUE THROUGH EXPERIENCE EARLY AND
OFTEN

25. 117-12
Sunday, November 11, 2012
If your a fan of American football, Coach Kevin Kelly, Pulaski acadamy, LR Ark. 3 state champ,
117 -12...
He learned that statistically punting doesn’t pay off, and that scoring is the essence of
winning, and you can’t score when other team has the ball...
1) He doesn’t punt, ever
2) He onside kicks on every kickoff
3) He runs off the field when fielding punts, does not risk fumbles and muffs...
Why does this matter:
1) Adopt a Viewpoint,
2) Execute with commitment
3) Don’t take excuses...LIKE, we can’t expose our product and service with experience, look at
these examples...

26. Experience Matters Most
Sunday, November 11, 2012

27. Dogfood
http://www.youtube.com/watch?v=dpmX9yfl7no&feature=player_embedded
Skippy
http://www.youtube.com/watch?v=K-
n8zFxUQ64&feature=player_embedded
RiskCheck
https://www.whitehatsec.com/riskcheck.html
Sunday, November 11, 2012
See blog : http://first-productmarketing.blogspot.com/2012/08/eat-this-dog-food-
experience-marketing.html

28. Thinking Like an
Engineer
Orientation - Technology
Perspective - Details
Focus - Problem Solving
Sunday, November 11, 2012

29. Thinking Like an
Marketer
Orientation - Revenue
Perspective - Big Picture
Focus - Solution Sharing
Sunday, November 11, 2012

30. Thinking Like an Growth
Hacker?
Orientation - Technology Orientation - Revenue
Perspective - Details Perspective - Big Picture
Focus - Problem Solving Focus - Solution Sharing
Sunday, November 11, 2012

31. Thinking Like an Growth
Hacker?
Orientation - Acquisition
Perspective -Users and platforms
Focus - Integration and
Conversion
Sunday, November 11, 2012

32. ACTION PLAN
1) Adopt a velocity mindset
2) Get a viewpoint
3) Align Value
4) Double your experience delivery
Sunday, November 11, 2012

33. Breakthrough
Twitter -
Email -
ken@kjrassociates.com
Sunday, November 11, 2012