2. Introduction
• What is your understanding of Growth Hacking?
• What is your experience of Growth Hacking?
3. The profile of a Growth Hacker
A Growth Hacker is not a replacement for a marketer
A Growth hacker is not better than a marketer
A Growth Hacker is just different to a marketer
A Growth Hacker is a person whose true north is Growth
4. Redefining the Product
• Traditional marketers are skilled at understanding traditional products but the internet has created a
radical transformation of a product.
• Products used to only be things like cars, shampoo and sofas.
• Now Twitter is a product. Your online accounting software is a product.
• For the first time a product can play a part in its own adoption.
• This transition is most responsible for the new age of growth hackers.
• A product like Dropbox can give you free cloud storage if you get a friend to sign up with them. Sofas
don’t do that.
The internet has given the world a new kind of product, and it demands a new kind of thinking.
7. The Growth Hacking Funnel
Growth
Retain
users
Activate
members
Get
Visitors
8. Growth Funnel Metrics
Acquisition
• Unique visitors, number of pages, number of clicks
• Time on site, visitors by source
Activation
• Unique visitors – sign up, sign up conversion
• New account creation, opt in conversion
Retention
• Email click through, multiple log ins, length of use
• Returns to complete profile, returns to share
Referral
• Shares via email, social media
• Invites, referral conversion
Revenue
• Paid conversion, Leads by source, leads to sale conversion
• Sales, revenue
9. Get Visitors - Which customers to get
Consumer Segmentation
Behavioural Psychographic Profile
Benefits
Sought
Purchase
Occasion
Purchase
Behaviour
Usage
Perceptions
And
Beliefs
Lifestyle Personality
Demo
graphic
Socio
economic
Geo
graphic
10. Get Visitors - Which customers to get
Organisational Segmentation
Microsegmentation Macrosegmentation
Choice
Criteria
Decision
Making
Unit
structure
Decision
Making
process
Purchasing
Organisation
Company
Innovation
Company
size
Industry
Geo
graphic
11. Get Visitors
• Which ways do you currently use and why?
• Where do you point them?
12. 3 P’s of getting visitors
Pull
• Blogging
• Podcasts
• Guides / Whitepapers
• Infographics
• Webinars
• Presentations
• Seo
• Social Media
• LOPA
Push
• Purchase Ads
• Promo swap
• Affiliates
• Direct Sales
Product
• Network invitations
• Email
• Phone
• Social
• Social sharing
• API integrators
• Backlinks
• Incentives
13. 3 P’s of getting visitors – which ones work?
Pull Push Product
Which ones work depend on whether you are:
B2B vs B2C
Service vs Product
Commodity vs Capability
14. B2B vs B2C
• B2B products and services may require a more significant investment.
• B2B products and services are often complex, requiring a steep learning curve.
• The B2B evaluation process can be extensive, perhaps including a Request for Proposals (RFP) or an
on-site evaluation (PILOT).
• The purchasing decision often involves multiple individuals from different departments and levels
in the organization.
• When targeting businesses, your campaigns need to focus on logic. When your audience
is individual consumers, the decision to purchase is more emotionally based.
20. Personas
What were their pain points?
What products did they buy from you?
What did they like/dislike about your
communications?
How to build your business personas
21.
22. Some questions to consider
• Who is your ideal customer?
• Which marketing campaigns have you seen the most success from?
• What is the typical buyer journey of your customer?
• What stops the buying process?
• Why do you lose to competitors?
• Why do customers choose you over the competition?
• What pain points do you solve?
• How do you justify the price of your product/service?
23. Who is doing what?
LOPA
Paypals
autolink with
ebay
Airbnb
autoposted to
Craigslist
Seed in niche
area
Facebook
started with
student
network at
Harvard
Pre populate
platform
Udemy
utilised public
domain
content
Incentives
Dropbox
encourage
sharing by
offering more
space
Backlinks
Blogging
Hotmail’s
tagline – get
your free
email here
Mint became
#1 in personal
finance for
blogging
24. Who is doing what
Eventbrite
• Eventbrite was founded in 2006 as a self-service for people to
create and manage events and sell tickets.
• Eventbrite now has over 20 million users
• Eventbrite users click at least one link in about 50 percent of
the emails they open.
• They achieved it thanks to the recommendation system,
which is based on data from users of Facebook account and,
additionally, on event history of user.
• It’s a huge amount of data but it’s led to 50 million tickets
sold. This is the ultimate growth hack: pushing your
product further.
Bidsketch
• Bidsketch is an application that lets you create, track,
customize, and design beautiful proposals.
• Bidsketch user base grown to 1,000 users thanks to quite
risky growth hack – removal of a free plan.
• Bidsketch was getting a lot of people signing up for the free
plan but nobody was going for the paid plan.
• Bidsketch got 10 times the amount of paid plan sign ups than
normal.
• Bidsketch also took the opportunity and acquired competitor,
which later turned out to be a perfect source of valuable
traffic.
25. With this knowledge and with hindsight how
would you get visitors to Friends Reunited?
30. Activating Visitors
• Launch page
A launch page is a landing page that you put up before your product is even public, and the goal is to
collect email addresses of visitors so that you can inform them about your product when you do go live.
− Use it to get traffic not just activations
− The headline and sub headline are everything – get attention
− Emotional imagery – not just a headline and sub head – use an image to generate ties to your product
− Don’t let your list grow cold
− Post to betal.ist or erlibird.com – sites specialising in pre launch products
31.
32. Activating Visitors
• Copywriting
If you want people to take a certain action, and not bounce, then the words you use are more important
than you realise.
− The headline should mention your unique value proposition
− The sub head should further explain your unique value proposition
− The more expensive the product the longer the copy should be
− Different audiences will respond best to different benefits and words
− Use testimonials where possible to social proof your copy – people buy from people
33. What makes content more sharable
Articles with
images get
94% more
views
36% of
readers prefer
a headline
that starts
with a number
Articles with
more than
2400 words
rank higher on
google
36% of the
top stories on
facebook
contained
video
Content
creation
ranked as the
most effective
seo tactic by
53% of
marketers
78% of
consumers
prefer
organisations
that create
content
34. Activating visitors
• Calls to action
The best way to get someone to do what you want is by giving
them a clear call to action
35. Activating Visitors
• Onboarding
On boarding can take the
form of visual directions
placed on top the screen, or
a series of pages that lead
visitors from one place to
another
• Gamification
Gamification is when you use
game mechanics without
your product, and this can be
used to activate members
36. Who is doing what?
Twitter
• When Twitter first started out, it had a lot of quick publicity.
People were signing up by the thousands and sharing it with
their friends via blogs and social networks.
• But continued use of the product over time was not
permanent.
• It began conducting in-depth testing on the user experience
and the interface,
• Once Twitter found that users who followed more than 30
people were most likely to become active. They optimized the
user experience to encourage this behaviour.
• They therefore utilised onboarding at first sign up to ensure
users followed more people
37. • Pricing strategies
Getting someone to make a
purchase is really just a unique kind
of activation. You are getting a
visitor to take a certain action, that
action just happens to be making a
purchase.
− Multiple tiers
− Suggestive tier naming
− Free trials
− Discount codes
− Bundling
40. 50% OF QUALIFIED LEADS ARE NOT READY TO PURCHASE
IMMEDIATELY. (SOURCE: GLEANSTER)
COMPANIES THAT EXCEL AT LEAD NURTURING GENERATE
50%MORE SALES READY LEADS AT 33% LOWER COST.
(SOURCE: FORRESTER RESEARCH)
NURTURED LEADS MAKE 47% LARGER PURCHASES THAN NON-
NURTURED LEADS. (SOURCE: THE ANNUITAS GROUP)
Nurturingleads
Nurturing
41. Email automation
• Once the lead’s email is obtained and they have clicked, use email marketing to nurture it further,
providing the lead with fresh content on a regular basis. This can even be automated based on their
behaviour on your website. Meaning you communicate in a relevant and timely manner!
42.
43. 10 great email opportunities
1. New content email
2. Product update email
3. Digital magazine or newsletter
4. Event invitation
5. Dedicated send
6. Internal update
7. Confirmation email
8. Form submission thank you
9. Welcome email
10. Lead nurturing email
44. E-commerce Complex Biz Onboarding Personalized Growth Funnels
• Cart
abandonment
• Upsell
• Upcoming product
• Feedback email
• Long sales cycle
• Content rich
education
• Multi-channel
marketing
• Training emails
• Post signup
emails
• Event workflow
• Birthday
Triggers
• Suggestions and
recommendatio
ns
• Prospecting
outreach
• Hack followups
Who Should Use Email Automation?
Email Automation should be used by all business: B2B, B2C, small, medium and large.
• End of trial conversion up
10%
• 3 sets of expired email
automation converted by
2%
Source: groovehq.com
• Remarketing within 12 hours shows best return
• 26% among those who were remarketed converted
8%.
• Emails within 1hr generates 105% more revenue
then after 24hr
Source: Selligent.com
• End of trial conversion up 10%
• 3 sets of expired email automation converted by 2%
Source: groovehq.com
45. Top 7 Benefits of Email Automation
1. Companies that excel at drip
marketing campaigns lower
their lead generation costs
by 33%.
2. Event triggered automated
emails can save 80% of a
direct mail budget.
3. Enables marketers to spend
more time crafting engaging
messages to reach their
customers.
46. 4. Increases sales pipeline by 80%.
5. Better segmentation and
messaging to customer groups.
Can segment by gender, age,
location, etc.
47. 6. Personalized, regular emails
increase customer loyalty
and repeat purchases.
7. Provides analytics to
improve your emails and
meet your goals. You choose
the metrics to measure for
KPIs such as: open rates,
click through rates (CTR)
and conversions.
48. TOP 5 AUTOMATED WORKFLOWS
1. A welcome series for your website traffic
2. An exit intent/customer win back workflow
3. Email opt-in automated workflow
4. Quarterly campaigns
5. A one year customer workflow
49.
50.
51. DAY 1: INTRODUCTORY EMAIL
DAY 10: CONTENT RELATED TO PREVIOUS DOWNLOAD
DAY 15: PERSONAL EMAIL FROM SALES REP
DAY 30: BEST PRACTICES WHITE PAPER
DAY 45: CALL FROM SALES REP TO CHECK IN
DAY 60: EMAIL PROMOTING WEBINAR SERIES
DAY 75: PERSONAL EMAIL FROM SALES REP OFFERING PRODUCT DEMO
DAY 85: CALL FROM SALES REP TO SCHEDULE IN-PERSON MEETING
DAY 90: SALES PROPOSAL VIA EMAIL
SAMPLE LEAD NURTURING PATH
53. Email Remarketing Campaigns
Potential
lead
Visit your
website
Get contact
email
address
Send email
campaign(s)
When clicks look at what
the individual has been up
to. They may even reply
directly.
56. info@communigator.co.uk
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58. Latest News
Download our whitepaper
January Newsletter
Free webinar next Tuesday
Dan, take a trial of X today
Offer must end Friday
59. Aaron Yates
Your BMW contract
Hi Lee, we wanted to let you know that
your BMW contract finishes on 31st
October.
60.
61. Recipients scan headings
and do not read text
Heading and sub heading
copy is critical
Recipients scan down
the left margin
Large fonts work well
63. • B2B lead nurturing focuses on educating qualified sales leads who are not yet ready to buy. The key to
successful lead nurturing is to deliver content that’s valuable enough to keep your audience engaged.
VIDEOS
WHITE
PAPERS
PROMOTIONS
NEW
PRODUCTSCASE STUDIES
Nurturingleads
GOOD CONTENT IS NEEDED!
Nurturing Leads
74. Retaining users
• Speed to aha!
The moment that a visitor or member actually feels the truth of your promise, and sees the obvious benefit
of your product, that’s what we call the “aha moment”.
− Do you know what the aha moment for your product is?
− If it currently takes two days to get someone to the aha moment, can you make it two hours?
− Are there features which you promote in your product which don’t lead people to an aha moment, thereby
cluttering your product and lowering the chances they will ever get to the aha moment?
75. Retaining Users
• Don’t fear email
• Alerts and notifications
− App specific but another way of getting people back into your product
− E.g. push notifications
76. Your key 8 points - checklist
1. Build your growth funnel
2. Identify your points of leverage
3. Clearly state your measurable goals
4. Define and track your funnel metrics
5. Acquire and learn the right tools
6. Run your experiments
7. Test, optimise, measure and repeat
8. Find your growth hacks – the ones that work
