Why you should stop trying to "hack" growth

•

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The document discusses why companies should stop "hacking" growth and instead focus on building scalable foundations. It recommends segmenting the market, positioning the product for each segment, crafting tailored messaging, and using different communication channels. While growth hacking tactics can be effective, they are not a long-term strategy and companies should focus on the foundations of segmentation, positioning, messaging and communication mix. The document provides examples of how to apply these concepts.

Business

Why we all should stop
trying to “hack” growth
Amir Jirbandey | Papercup.com
slideshare.net/amirjirbandey
@1984istaken

@1984istaken #BrightonSEO
2
What we’re going to cover
today and who it’s for
● What we mean by growth
● Why you should stop “hacking” growth
● How to set up scalable foundations for growth
● Good examples of growth tactics

@1984istaken #BrightonSEO
What do we mean
by growth?
3
01

@1984istaken #BrightonSEO
How does growth hacking stack up
against marketing?
4

@1984istaken #BrightonSEO
5
Growth is moving the needle where
there is an opportunity to gain more
traction
Marketing
Product or Service
Sales or
Acquisition
Support or
Retention
Branding
The communication mix

@1984istaken #BrightonSEO
6
Remember that this whole process is
not linear - market feedback is key

@1984istaken #BrightonSEO
Why we should stop
“hacking” growth
7
02

@1984istaken #BrightonSEO
8
“Growth hacker is a hybrid of
marketer and coder, one who looks at
the traditional question of 'How do I
get customers for my product?' and
answers with A/B tests, landing
pages, viral factor, email deliverability,
and Open Graph."
Andrew Chen

@1984istaken #BrightonSEO
Growth hacking is not a strategy
9

@1984istaken #BrightonSEO
What are the
scalable
foundations?
10
03

@1984istaken #BrightonSEO
Scalable foundations for growth
11
Segmentation
Positioning
Messaging
Communication mix
Targeting

@1984istaken #BrightonSEO
What does the market look like for you?
12
Total addressable
market
Serviceable
Available Market
Serviceable
Obtainable Market

@1984istaken #BrightonSEO
13
This is what the world looks like to Tesla
All adults
worldwide

@1984istaken #BrightonSEO
14
This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities (with
easy to access
charging points)

@1984istaken #BrightonSEO
15
This is what the world looks like to Tesla
All adults
worldwide -
Living in towns
and cities who
want to buy an
electric car

@1984istaken #BrightonSEO
Choose the right data-points to segment
your market further
16
Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX
/Windows
- Browser
- Usage data
- Aﬃnities
- Interests

@1984istaken #BrightonSEO
Use the insights to help you position
towards a segment and go-to-market
17
Demographic Firmographic Technographic Behavioural
- Location
- Language
- Age/Gender
- Industry
- Job title
- Department
- Android/iOS
- OSX/Windo
ws
- Browser
- Usage data
- Aﬃnities
- Interests

@1984istaken #BrightonSEO
Positioning is everything!
18
“I could have positioned
Dove as a detergent bar for
men with dirty hands, but
chose instead to position it
as a toilet bar for women
with dry skin.
This is still working 25 years
later.”
David Ogilvy

@1984istaken #BrightonSEO
In SEO, positioning = relevance
19

@1984istaken #BrightonSEO
We can use JTBD to create our messaging
using our value proposition
20

@1984istaken #BrightonSEO
21
Example: our value proposition at Papercup
Unlock more value from your existing video
content by localising them using automated
dubbing powered by AI and synthetic voices

@1984istaken #BrightonSEO
22
Messaging is applying your value
proposition to each segment
Big corporates
Speak the language of your
customers by localising your videos
into their native tongue using AI

@1984istaken #BrightonSEO
23
Messaging is applying your value
proposition to each segment
Media companies
Reach a global audience using
your existing videos through
automated dubbing

@1984istaken #BrightonSEO
Getting down
to tactics
24
04

@1984istaken #BrightonSEO
Scalable foundations for growth
25
Segmentation
Positioning
Messaging
Communication mix
Targeting
You’re
here

@1984istaken #BrightonSEO
26
Now we add our messaging across
communication points - this forms our branding

@1984istaken #BrightonSEO
Marketing Communication Mix Examples
27
(Digital)
Organic
- Social
- Blog
- Email
- Search
(Digital) Paid
- Search Ads
- Social Ads
- Sponsors
- Advertorials
- Retargeting
Product
- Onboarding
- Gamiﬁcation
- In-app
- Referrals
- Loyalty
programme
Sales
- Outbound
- Inbound
- Account
expansion
- Field Sales
Oﬄine
- Events
- OOH
- Direct Mail
- Print
Partnerships
- Referral
- Partnerships
- Resellers
- Integrations

@1984istaken #BrightonSEO
28
This is where growth hacking tactics
come into play
Through product

@1984istaken #BrightonSEO
29
This is where growth hacking tactics
come into play
Scarcity & referral

@1984istaken #BrightonSEO
30
This is where growth hacking tactics
come into play
Freemium

@1984istaken #BrightonSEO
31
This is where growth hacking tactics
come into play
Search

@1984istaken #BrightonSEO
32
In summary - don’t skip leg day
Marketing
tactics
Scalable growth
foundations

Thanks for
watching
Twitter: @1984istaken
LinkedIn: linkedin.com/in/ajirbandey
Email: amir@papercup.com

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Why you should stop trying to "hack" growth

1. Why we all should stop trying to “hack” growth Amir Jirbandey | Papercup.com slideshare.net/amirjirbandey @1984istaken

2. @1984istaken #BrightonSEO 2 What we’re going to cover today and who it’s for ● What we mean by growth ● Why you should stop “hacking” growth ● How to set up scalable foundations for growth ● Good examples of growth tactics

3. @1984istaken #BrightonSEO What do we mean by growth? 3 01

4. @1984istaken #BrightonSEO How does growth hacking stack up against marketing? 4

5. @1984istaken #BrightonSEO 5 Growth is moving the needle where there is an opportunity to gain more traction Marketing Product or Service Sales or Acquisition Support or Retention Branding The communication mix

6. @1984istaken #BrightonSEO 6 Remember that this whole process is not linear - market feedback is key

7. @1984istaken #BrightonSEO Why we should stop “hacking” growth 7 02

8. @1984istaken #BrightonSEO 8 “Growth hacker is a hybrid of marketer and coder, one who looks at the traditional question of 'How do I get customers for my product?' and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph." Andrew Chen

9. @1984istaken #BrightonSEO Growth hacking is not a strategy 9

10. @1984istaken #BrightonSEO What are the scalable foundations? 10 03

11. @1984istaken #BrightonSEO Scalable foundations for growth 11 Segmentation Positioning Messaging Communication mix Targeting

12. @1984istaken #BrightonSEO What does the market look like for you? 12 Total addressable market Serviceable Available Market Serviceable Obtainable Market

13. @1984istaken #BrightonSEO 13 This is what the world looks like to Tesla All adults worldwide

14. @1984istaken #BrightonSEO 14 This is what the world looks like to Tesla All adults worldwide - Living in towns and cities (with easy to access charging points)

15. @1984istaken #BrightonSEO 15 This is what the world looks like to Tesla All adults worldwide - Living in towns and cities who want to buy an electric car

16. @1984istaken #BrightonSEO Choose the right data-points to segment your market further 16 Demographic Firmographic Technographic Behavioural - Location - Language - Age/Gender - Industry - Job title - Department - Android/iOS - OSX /Windows - Browser - Usage data - Aﬃnities - Interests

17. @1984istaken #BrightonSEO Use the insights to help you position towards a segment and go-to-market 17 Demographic Firmographic Technographic Behavioural - Location - Language - Age/Gender - Industry - Job title - Department - Android/iOS - OSX/Windo ws - Browser - Usage data - Aﬃnities - Interests

18. @1984istaken #BrightonSEO Positioning is everything! 18 “I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.” David Ogilvy

19. @1984istaken #BrightonSEO In SEO, positioning = relevance 19

20. @1984istaken #BrightonSEO We can use JTBD to create our messaging using our value proposition 20

21. @1984istaken #BrightonSEO 21 Example: our value proposition at Papercup Unlock more value from your existing video content by localising them using automated dubbing powered by AI and synthetic voices

22. @1984istaken #BrightonSEO 22 Messaging is applying your value proposition to each segment Big corporates Speak the language of your customers by localising your videos into their native tongue using AI

23. @1984istaken #BrightonSEO 23 Messaging is applying your value proposition to each segment Media companies Reach a global audience using your existing videos through automated dubbing

24. @1984istaken #BrightonSEO Getting down to tactics 24 04

25. @1984istaken #BrightonSEO Scalable foundations for growth 25 Segmentation Positioning Messaging Communication mix Targeting You’re here

26. @1984istaken #BrightonSEO 26 Now we add our messaging across communication points - this forms our branding

27. @1984istaken #BrightonSEO Marketing Communication Mix Examples 27 (Digital) Organic - Social - Blog - Email - Search (Digital) Paid - Search Ads - Social Ads - Sponsors - Advertorials - Retargeting Product - Onboarding - Gamiﬁcation - In-app - Referrals - Loyalty programme Sales - Outbound - Inbound - Account expansion - Field Sales Oﬄine - Events - OOH - Direct Mail - Print Partnerships - Referral - Partnerships - Resellers - Integrations

28. @1984istaken #BrightonSEO 28 This is where growth hacking tactics come into play Through product

29. @1984istaken #BrightonSEO 29 This is where growth hacking tactics come into play Scarcity & referral

30. @1984istaken #BrightonSEO 30 This is where growth hacking tactics come into play Freemium

31. @1984istaken #BrightonSEO 31 This is where growth hacking tactics come into play Search

32. @1984istaken #BrightonSEO 32 In summary - don’t skip leg day Marketing tactics Scalable growth foundations

33. Thanks for watching Twitter: @1984istaken LinkedIn: linkedin.com/in/ajirbandey Email: amir@papercup.com

Why you should stop trying to "hack" growth

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