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Growth Marketing for Startups by WeWork Labs & Jim Huffman

Learn how to run a Growth Marketing program for your startup by WeWork Labs & Jim Huffman, CEO of growth agency GrowthHit.

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Growth Marketing for Startups by WeWork Labs & Jim Huffman

  1. 1. GrowthMarketingfor StartupsbyJim Huffman [Document Title] [DATE MONTH YYYY]
  2. 2. Jim Huffman ● CEO of GrowthHit, growth marketing agency ● Spent $3M+ on Facebook ads ● Raised $30M+ from VCs ● Grown 2 startups from idea to $10M+ ● Author of The Growth Marketer’s Playbook Advisor at Techstars, Sephora Accelerator, CircleUp VC, and Mesia Ventures. [PHOTODESCRIPTIONORDELETE]
  3. 3. Jim Huffman The Growth Marketer’s Playbook ● Website: growthmarketersplaybook.com [PHOTODESCRIPTIONORDELETE]
  4. 4. Agenda 01 The Operational Process for Growth 02 How to KnowYou Have Traction 03 B2B: Breaking Down an Entire Growth Plan 04 B2C: Breaking Down an Entire Growth Plan 05 Experiment Case Studies
  5. 5. The Operational Process for Growth SECTION 1
  6. 6. The Operational Process for Growth Our Digital Growth Study Monitored growth trends of 114 startups for 12 months Factors Analyzed: 1. Conversion Rates 2. Testing Velocity 3. Validated Lift % 4. Revenue Growth
  7. 7. The Operational Process for Growth 6 Principles of Growth ● Building competencies in these 6 key areas will drive exponential growth ● There is a systematic and repeatable process that is proven to drive results Growth 1. Strategic Business Alignment 2. Customer Focused Approach 3. Data Driven Research 4. Scientific Testing Process 5. High Velocity Testing 6. Culture of Growth
  8. 8. The Operational Process for Growth Growth Plan • Clarify business goals • Target KPI Mapping • Project Expectations • Process review • Platform access • 90 Day Project Plan Business Alignment Growth Roadmap Development & Iterative Testing Process Iterative Testing Growth Strategy Growth Research Roadmap Development • Internal Assumptions • Previous Test Results • Competitive Analysis • Customer Journey • Customer Personas • Testing Strategy • Testing Velocity • Heuristic Analysis • Analytics Insights • Content & UX • Polling and Surveys • Usability Studies • Session Recordings • Heat Map Data • Aggregate Data • Create Hypotheses • Prioritization Matrix • Roadmap Documentation • Tentative Timelines • Test Plans • UX Design • Copywriting • Development • Test Setup & QA • Launch • Results & Insights • Post Test Analysis Data-Driven Growth Process
  9. 9. The Operational Process for Growth Process for Running Data-Driven Experiments 1. Map Funnel 2. ID Baseline Metrics 3. Find Page Leaks and “Test Pages” 4. Spy on Competitors 5. Gather Research & Data Insights 6. Form Data-Driven Hypothesis & Run Experiments
  10. 10. The Operational Process for Growth Map Funnel & Id Baseline Metrics ● List every step in your journey. ● Acquisition, Activation, Retention & Referral. ● Grade every conversion step in the funnel ● Do for main customer segments ● ID TEST PAGES
  11. 11. The Operational Process for Growth Spy on Competitors ● ID what’s working with competitors. Hidden hacks.
  12. 12. The Operational Process for Growth Gather Data and Insights ● Quantitative (GA) & Qualitative (Hotjar) for data-driven hypotheses
  13. 13. The Operational Process for Growth Group Segments into Winners vs Losers
  14. 14. The Operational Process for Growth Form Test Hypotheses
  15. 15. The Operational Process for Growth How to Prioritize Your Growth Experiments: Growth Scorecard
  16. 16. The Operational Process for Growth How to Run Your Week MONDAYS = Analysis Track your KPIs vs. Goals, Measure Experiment, Spot trends TUESDAYS = Planning What tests can you run to hit your business goals? Tests pipeline. WEDNESDAYS = Approval / Prioritization Approval on executing experiments and update. THURSDAYS = Execution Implement experiments and based on data driven ideas FRIDAYS = Learn Continued learning of customers, industry and competitors
  17. 17. The Operational Process for Growth How to Structure Your Team ● Project Lead: Owns the business objective and the northstar. ● Marketing Specialist: Marketing professional that specializes in the vertical (SEO, Copywriter, CRO, Social Media Manager) ● Data Analyst: Collects and organizes the data and research. ● Developer/Designer: Technical person who can execute on the digital marketing experiments.
  18. 18. The Operational Process for Growth Analytics & KPIs Lead Generation ● Email Sign Up Rate ● Content Download % ● Email Lead Conversion Rate ● Lead to Phone Call ● MQL (Marketing Qualified Leads) ● SQL (Sales Qualified Leads) ● Meetings Booked ● Events Attended ● Contracts Signed ● Accounts Created / Transferred E-Commerce ● CAC ● LTV ● Ave order price/size ● Conversion rate ● Sales per day ● Number of visitors ● Shopping cart abandonment SaaS (Software as a Service) ● Free to Premium Rate ● Trial Activation Rate ● Time to Close ● Churn Rate ● Monthly Recurring Revenue
  19. 19. The Operational Process for Growth What is Your Culture? ● What do you applaud? ○ We celebrate Failing! ● How do you work ○ Agile, 2 week sprints ● What do you measure? ○ # of experiments per week ● What are your rituals? ○ “Oops meetings” - Applaud failures ○ Show & Tell meetings
  20. 20. How to KnowYou Have Traction SECTION 2
  21. 21. How to KnowYou Have Traction Why Do they LOVE You . . . Exact Words ● Are you solving a problem? ● Are you 10X better than the next best option ● Is is a vitamin or an aspirin? ● NPS (Net Promoter Score) ● The 40% test (See Below
  22. 22. How to KnowYou Have Traction Why Do they LOVE You . . . Solve a Problem ● ATOMS SHOES: ● Come in quarter sizes and can order different sizes for each foot.
  23. 23. How to KnowYou Have Traction Why Do they LOVE You . . . Benefit ● KREYOL ESSENCE: ● Love so much bc of how they look That they post videos & images for free.
  24. 24. How to KnowYou Have Traction Why Do they LOVE You . . . Experience ● WARBY PARKER: ● Change how people shop for glasses online
  25. 25. B2B: Breaking Down an Entire Growth Plan SECTION 3
  26. 26. B2B: Breaking Down an Entire Growth Plan B2B: Growth Marketing Strategy
  27. 27. B2B: Breaking Down an Entire Growth Plan B2B: Top Of Funnel Strategy ● Content Marketing: Shares, reach, views, likes, clicks ● Paid Ads: Facebook Ads, Google Ads. Podcast Ads ● Engineering as Marketing: Site Grader ● Offline Events: Inbound Conference
  28. 28. B2B: Breaking Down an Entire Growth Plan B2B: Middle Of Funnel Strategy ● Free Demo: Attendance Rate ● Free CRM: Usage Rate (Upload contacts) ● Email Newsletter: Sign up rate
  29. 29. B2B: Breaking Down an Entire Growth Plan B2B: Middle Of Funnel Strategy ● Reviews (Organic & Landing Pages): Top platform on G2 Crowd, # of reviews and stars ● Time Sensitive Discounts: Close Rate (30% OFF if close before trial ends)
  30. 30. B2C: Breaking Down an Entire Growth Plan SECTION 4
  31. 31. B2C: Breaking Down an Entire Growth Plan B2c: Growth Marketing Strategy
  32. 32. B2C: Breaking Down an Entire Growth Plan B2C: Top Of Funnel Strategy ● Content marketing: Youtube and SEO-driven blog content ● Ads: Instagram and Google Keyword ads ● Offline Events: Pop-Up stores
  33. 33. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy ● Personalized Email Marketing: Open %, CTR, Purchase % ● SMS Marketing: CTR, Purchase %
  34. 34. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy
  35. 35. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy
  36. 36. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy
  37. 37. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy
  38. 38. B2C: Breaking Down an Entire Growth Plan B2C: Middle Of Funnel Strategy
  39. 39. Experiment Case Studies SECTION 5
  40. 40. Experiment Case Studies Conversion Experiment
  41. 41. Experiment Case Studies Priming Experiment
  42. 42. Experiment Case Studies Viral Experiment
  43. 43. Experiment Case Studies Social Ad Experiment
  44. 44. Jim Huffman The Growth Marketer’s Playbook ● Website: growthmarketersplaybook.com [PHOTODESCRIPTIONORDELETE]
  45. 45. Thank you THE END

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