London Growth Marketing Meetup - David Arnoux, Co-founder Growth Tribe - 17 March 2017
https://www.meetup.com/London-Growth-Marketing/
Building great products isn't enough. Marketing channels are saturated. Growth Marketing skills help you beat the competition and develop your products.
In this session, David Arnoux, co-founder of Europe's 1st Growth Hacking Academy 'Growth Tribe', walks you through the mindset, process & tools to implement an experiment-driven approach to growth in your organization.
About David Arnoux (Growth Tribe):
David Arnoux is a growth marketing expert. He has helped over 500 companies & teams implement and execute growth strategies. He is currently head of growth at Growth Tribe and lead growth hacker at Twoodo, growth coach for startups and corporates, a public speaker and a contributor to publications such as The Next Web. Come follow him on Twitter! @darnocks
22. www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
25. www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially
31. www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Traffic is trivial. Activation and Retention are crucial
32. www.grow.ac/london
Growth Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Teams
Growth
Teams
33. www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
34. www.grow.ac/london
Psychographic Personas
- Organise leads
- Make work easier
- Increase conversion
Outgoing, extrovert.
Critical. Dislikes
change.
- Trouble
searching for
leads in his CRM
- Scores leads by
hand
- Emails his team
for information
- Follows Grant
Cardone
- Facebook
- Reddit
- Slack
Fred, 31
Sales/commercial
manager 50+
company
35. www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
48. www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
49. www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Lagging
indicator
50. www.grow.ac/london
Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Leading
indicator
53. www.grow.ac/london
What to focus on?
Users try out a lot of apps but decide which ones they
want to ‘stop using’ within the first 3-7 days.
The key to success is to get the users hooked during
that critical first 3-7 day period.
- Andrew Chen
58. www.grow.ac/london
Famous wow moments
2000 messages sent in team
Put at least 1 file in a folder
Follow 30+ people
Free demo
Get someone to buy 3 times
= average 11 purchases a year.
82. www.grow.ac/london
● Button click
● Scroll
● Play Video
● Downloading a file
● Loading of Ajax, JavaScript or flash contents
● Loading of a dynamically generated webpage
● Loading of pop-ups, light boxes
● Loading of a flash video on a webpage
● Scrolling down the page
● Viewing of a flash video
● Viewing video footage of certain length
● Clicking on a video’s play/pause/stop button
● Interaction with a gadget
● Clicking on an image or a link
● Abandonment of a form
● Log-ins
● Sharing/printing a blog post, article, video or image
● Button click
● Scroll
● Clicking on an image or a link
● Use feature
83. www.grow.ac/london
Why is Growth Marketing Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. You need a process...
100. www.grow.ac/london
Small Reminder
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Awareness
Getting people to visit your websiteBRASS
102. www.grow.ac/london
Small Reminder
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Awareness
Getting people to visit your website
PIES
106. www.grow.ac/london
To verify that we will...
● Who is the target audience?
● What do you want them to do?
● Why should they do it?
● How long will it take to test? (we recommend
max 2 weeks)
● Add segmentation criteria?
● How big are sample sizes?
● Any budget involved?
● Can we test this in a sandbox environment?
● Can we test this off-brand?
● What type of test is this?
Clear description