Maximizing Marketing with Minimum Resources - There’s a lot you can be doing with your marketing budget, so how can you determine what you should be doing? Thriving in a changing digital world demands the ability – and willingness to adapt, as well as thoughtful resource allocation. This presentation suggests some ways to plan and execute effective, predictable and scalable marketing initiatives with limited resources. This Presentation Includes: - “Lean” principles and how they can be applied to your growth efforts - How to determine the right Key Performance Indicators (KPIs) that will lead to your success - How to test and choose the best channels and messaging for your marketing campaigns - How to run efficient, evolving marketing campaigns that save you time and money - Maximize your business growth and the impact of your marketing budget - Tested and proven “growth hacks” you can start using today - Selected growth marketing tools - Selected growth marketing reading

1. Lean Marketing
& Growth Hacking
Maximizing Your Marketing with Minimum
Resources
by Shamir Ozery
shamirozery@gmail.com
Shamirozery.com
linkedin.com/in/shamirozery
@ozery

3. Before we can talk about
Marketing
Some Assumptions…

4. 1. You know your
Value Proposition

5. Your customers are not
buying your product
Your customers are
buying your solution

6. Your customers are buying your
Value Proposition

7. Example
McDonalds sells
Fast Food?
Time

8. 2. You know who
your audience is

9. http://www.uxbooth.com/articles/breaking-the-ux-status-quo/

10. 3. Have
product-market-fit

11. You’re making
something that
people want

12. Great idea
Great product
Great product market fit

13. 4. Know how to measure
Growth

14. “If you can’t measure it, you
can’t manage it…”
-Peter Drucker

15. What is Growth?

16. Growth
→
Different Metrics
for
Different Businesses

17. To manage growth we need
Growth metrics
(Key-Performance-Indicators)

18. Your organizational
success metrics
KPIsKey-Performance-Indicators

19. 1.Accessible
2.Auditable
3.Actionable
KPIsKey-Performance-Indicators

20. Growth
→
Different KPIs
have
Different Importance
(some are useful, some
are not)

21. Example:

22. Useful Metric Examples
• Cost Per Acquisition (CPA)
• Return on Investment (ROI)
• Lifetime Value (LTV)
• Revenue
• Leads/Customers
• Conversion Rates
• …
Vanity Metric Examples
• Impressions
• Traffic
• Click-Through-Rate (CTR)
• Time on site
• Social Likes
• Blog Comments
• …

23. Lets Talk about Growth
Hacking

24. Growth hacking is a process of
rapid experimentation across
marketing channels, product
development, sales segments, and
other areas of the business to
identify the most efficient ways to
grow a business.
- Wikipedia
Growth
Hacking

25. Some (Growth Hacking)
Guiding Principles:
1. Find Shortcuts (& avoid waste)
2. KISS (Keep it simple. stupid.)
3. Build-Measure-Learn

26. Find Shortcuts
(& Avoid Waste)
(work smarter, not harder)
Source: https://www.herolab.us/2017/07/shortcuts-sometimes-but-not-always/
Guiding Principle #1

29. The
80/20
Rule
(aka The Pareto Principle)

30. 80%of effects come from
20%
of causes

31. In Business…
~80% profits
 20% customers
~80% complaints
 20% customers
~80% industry
 20% companies…
…

32. In Marketing…
80% revenue
 20% campaigns
80% leads
 20% channels
80% website traffic
 20% keywords
20%
20%
80%
80%

33. Image source: https://betterexplained.com/articles/understanding-the-pareto-principle-the-8020-rule/

34. 80% of your
growth
will come from
20% of your
efforts &
resources
20%
20%
80%
80%

35. Apply the
80/20 Rule
wherever
possible
Map out all potential
marketing activities.
Hypothesize which will:
• Require less time &
resources
• Result in more growth

36. The Customer Journey
(aka Conversion Funnel)

37. LITTLE
BY LITTLE
A LITTLE
BECOMES
A LOT- Tanzanian proverb
Compounding
Growth

38. The Customer Journey
(aka Conversion Funnel)
+10% +10% +10% +10% = 46%
revenue
increase

39. The Customer Journey
(aka Conversion Funnel)
+20% +20% +20% +20% = 207%
revenue
increase

40. The Customer Journey
(aka Conversion Funnel)
+50% +50% +50% +50% = 506%
revenue
increase

41. Automate

42. Automate
Reporting (example)
Google Analytics Dashboard

43. Reporting (example)
Moz Keyword Dashboard
Automate

44. Consider using a marketing
automation tool or a CRM
Automate

45. Example: Evernote’s Onboarding Framework
• Day 1 - Welcome Email. We will send you 5 tips.
• Day 3 - Quick Tip #1. Main activation action.
• Day 10 - Quick Tip #2. Secondary activation action.
• Day 17 - Promotional Email #1. Go Premium.
• Day 19 - Quick tip #3. Cool feature.
• Day 27 - Quick Tip #4. Another cool feature.
• Day 29 - Did you know?
• Day 31 - Promotional Email #2. Go Premium.
• Day 36 - Quick tip #5. Awesome feature.

46. Example:
“If this then that” (IFTT) email automation

47. Spy
on your
competitors

48. • Estimated Spend?
• Online Assets?
• Channel Strategies?
• Tactics?
• Keywords?
• USP & Messaging?
• Conversion Funnel?
• …
Spy
on your
competitors

49. Copy
efficiencies
Exploit
inefficiencies
Spy
on your
competitors

50. Create a
Lead MagnetGive them
something
GREAT for
FREE

51. Create
GREAT
Content
(and tell your story in a
way that sticks)

52. It’s not about SEO, it’s about
delivering value
to your audience
Create
GREAT
Content
(and tell your story in a
way that sticks)

53. Examples:
• Blog posts
• Social posts
• Infographics
• Videos
• Whitepapers
• Webinars
• Podcasts
• …
Create
GREAT
Content
(and tell your story in a
way that sticks)

54. “Content is fire,
Social Media is
gasoline”
-Jay Baer
Share
GREAT
Content
(and tell your story in a way that
sticks)

55. Wrote a great blog post?
• Consider outreach for guest post
• Get it in front of influencers
• Share it on Social Media
• Share it via Email
• Look for online discussions
• Turn it into an infographic
• …
Prioritize &
Leverage
(marketing activities, content creation
etc…)

56. Presenting at a Tradeshow?
• Blog about it
• Leverage Email
• Run PPC campaign around it
• Strategic Connections? follow on
Twitter, connect on LinkedIn
• …
Prioritize &
Leverage
(marketing activities, content creation
etc…)

57. Prioritize prospects over
strangers with remarketing
and email
Prioritize &
Leverage
(marketing activities, content creation
etc…)

58. Don’t spread yourself thin –
focus on Traction channels
and align your activities with
resourcesPrioritize &
Leverage
(marketing activities, content creation
etc…)
Email
Blog
Example

59. KISS
keep it simple. stupid.
Guiding Principle #2

60. Choose One KPI
Your north star

61. Why you need a
North Star
Metric?
Different metrics will
take you on different
paths
If you don't know
where you're going you
can’t know which way
to go

62. North Star KPI
Examples

63. North Star KPI?

64. Messages
sent

65. North Star KPI?

66. Monthly Active
Users

67. North Star KPI?

68. Nights Booked

69. North Star KPI =
Traction

70. Evidence that your
business is heading
in the right
direction
Traction

71. Spend 50% of your time on
product and 50% on
traction
The 50%
Rule

72. What stands
Between you and Traction?

73. You need to find the right
Traction Channels

74. Finding Your Traction Channel/s:
- Right person(a)
- Right value proposition
- Right time
- Right place

75. Bullseye
Channel Framework
Based on the book:
Traction
by Gabriel Weinberg & Justin Mares

76. Choosing marketing channels
• Blogs
• Publicity
• Unconventional PR
• Search Engine Marketing
• Search Engine Optimization
• Social and Display Ads
• Offline Ads
• Content Marketing
• Speaking Engagements
• Email Marketing
• Viral Marketing
• Engineering as Marketing
• Business Development
• Sales
• Affiliate Programs
• Existing Platforms
• Trade Shows
• Offline Events
• Community Building

77. Identifying
1. What’s possible?
2. What’s probable?
3. What’s working?
The
Bullseye
Framework

79. Begin by targeting active
seekers
of your solution
Start
HYPER
FOCUSED

80. “Gifts”
“Anniversary Gifts”
“15th Wedding Anniversary Crystal Gifts”

81. “Gifts”
“Anniversary Gifts”
“15th Wedding Anniversary Crystal Gifts”
SEO PPC
SEO +
PPC

82. Make it
Super
Easy
to buy

83. Make it
Super
Easy
to buy

84. No nav bar or
external links Prominent (very) yellow button
Next time - buy from
us with one click!
Promotion
Buy More!

85. Create
Feedback
Loops
Guiding Principle #3

86. 2011Tech Marketing Landscape

87. ~150 Companies

88. 2017Tech Marketing Landscape

89. ~4,800 Companies

90. It’s not about Digital
Marketing…
It’s about Marketing in a Digital
World.

91. Rapid Change
• Technology
• Market
• Competitors
• Tools
• Customer needs
• …
Thriving in a Digital
World demands the
ability – and
willingness to
adapt.

92. Adaptation is key to gaining
(and sustaining) Traction

93. Lean & Agile

94. A Brief
History of
Lean/Agile
Manufacturing
Software Development
Process Development
Marketing Development

95. Lean:
The scientific method applied
to Business

96. What is Lean?

97. What is Agile?

98. Agile is
Source: Waterfall vs. Agile Development: How they differ and why it matters
http://www.business-software.com/blog/waterfall-vs-agile-development-differ-matters/

99. Lean
=
optimizing the efficiency of a
given process to eliminate
waste
Agile
=
increasing speed and
adaptability, embracing change
and feedback

100. Example…
Not
Lean/Agile
Lean/Agile

101. Lean/Agile Marketing
• Small experiments
• Testing and data
• Intimate customer tribes
• Engagement + transparency
vs
Conventional Marketing
• A few large bets
• Opinions and conventions
• Impersonal mass markets
• Posturing and ego

102. You don’t know what you don’t know
EVERYTHING IS A HYPOTHESIS
(until proven otherwise)

103. The smallest marketing
activity that will generate
learning & traction
for your business
Run
MVCs
Minimum Viable Campaigns

104. Minimum Viable Campaigns (MVC’s)
Purposes
1. Test a Marketing hypothesis with minimal resources
2. Accelerate learning
3. Reduce wasted marketing hours and budget
4. Get in front of customers as soon as possible
5. Base for other campaigns

105. Ask and observe
your customersDiscover

106. Discover
Go qualitative
before you go
quantitative

107. • Customer discovery
• Product interaction
• Market research
• Competitor research
• Keyword Research
• Channel Research
• …
Discover

108. Plan
“In preparing for battle, I
have always found that
plans are useless but
planning is indispensable”
- Dwight D. Eisenhower

110. There’s a lot you can do,
hypothesize what you
should do?
Build a marketing plan
around:
1. Expected results
2. Existing resources
Plan

111. There’s a lot you can do,
hypothesize what you
should do?
Realize your plan is most
likely WRONG
Plan

112. Explore New &
Underutilized
Channels Time
Avg CPC
Marketing Channel Cycle

115. “Weight Loss”
or
“Lose weight”
?
Analyze
& Optimize

116. “Weight Loss”
converts better than
“Lose weight”
PPC  SEO feedback
PPC can be turned on/off
and teach you about
keyword performance
Analyze
& Optimize

117. Analyze
& Optimize

118. Analyze
& Optimize

119. Analyze
& Optimize

120. Analyze
& Optimize

121. Pivot or
Persevere
(Frequent, rapid iterations)
Zoom-In
when things are working
Zoom-Out
when things are not…

122. Bonus #1:
Some tactical Growth
hacks

123. Some Content Hacks
Content Ideas
Quotes, Fill-in-the-blank, Polls, Behind the scenes, Statistics, Infographics,
Ask for reviews and advice, fan photos, tips, industry news, coupons, expert
insights, product Q&A’s etc….
Twitter
• Tweets with images: +18% CTR +89% favorites +150% retweets
• Add hashtags to your bio and your tweets
• Follow your target audience, they may follow back

124. Perfect email headline formulas:
• Who Else Wants [blank]?
• The Secret of [blank]
• Here is a Method That is Helping [blank] to [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• Here’s a Quick Way to [solve a problem]
• Now You Can Have [something desirable/great circumstance]
Some Email Hacks

125. • Headlines with numbers are x2 more likely to generate clicks vs. “how
to headlines”
• Odd numbered headlines have a 20% better CTR than headlines with
even numbers
• Outbrain found that using [brackets] in a headline bumped CTR by
38%
• Send THE SAME email with a different subject line to your non-opens.
Some Email Hacks

126. Some PPC Hacks
• Improving Google Quality Score from 1 to 10 can reduce CPCs by
~800%
• Adding negative Keywords eliminates waste
• Comparing CPM with CPCs
• Comparing Search with Display
• Targeting less competitive (long tail) keywords
• Looking for underutilized channels (i.e Pinterest) and mediums (i.e
video or VR)
• Time of day, geotargeting and mobile bid adjustments

127. Bonus #2:
Some useful Growth
tools

128. A Tools to Eliminate Uncertainty1
Competitive
Research
Keyword/ Social
Research
Surveys

129. A Few Tools for Working Smarter Not Harder2
Social
Design
Automation CRMEmail

130. A Few Tools for Build-Measure-Learn3
Analytics
A/B TestingLanding page
creation

131. Bonus #3:
Some useful Growth
reading

132. Books
• The Lean Startup by Eric Ries
• Traction: How Any Startup Can Achieve Explosive Customer Growth by
Gabriel Weinberg & Justin Mares
• Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster and
More Innovative by Scott Brinker
• Top 101 Growth Hacks by Aladdin Happy

133. Related Links
• http://www.kpcb.com/internet-trends
• http://kk.org/thetechnium/1000-true-fans/
• http://fourhourworkweek.com/2009/05/19/vanity-metrics-vs-actionable-metrics/
• http://sethgodin.typepad.com/seths_blog/2005/09/what_makes_an_i.html
• http://kk.org/thetechnium/1000-true-fans/
• http://agilemarketingmanifesto.org/
• http://www.businessesgrow.com/2014/04/03/12-experts-define-key-performance-indicators-kpis/
• http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
• https://blog.kissmetrics.com/landing-page-design-infographic/
• https://en.wikipedia.org/wiki/Lean_software_development
• http://mrdgcollins.blogspot.com/2014/05/developing-grit-and-growth-mindset.html
• http://www.buzzstream.com/blog/a-crash-course-in-minimum-viable-marketing.html
• http://quickbooks.intuit.com/r/marketing/startup-marketing-101-what-is-minimum-viable-marketing
• http://www.onedesk.com/2013/07/lean-vs-agile/
• https://www.youtube.com/watch?v=hwQQFTr4WfM
• https://www.appcues.com/blog/growth-strategies/
• https://www.youtube.com/watch?time_continue=4&v=raIUQP71SBU
• https://innovative-entrepreneurship.de/2016/06/21/buzzword-traction/
• https://medium.com/@yegg/the-bullseye-framework-for-getting-traction-ef49d05bfd7e#.4w5uuzje8
• http://www.prometheusinternetmarketing.com/blog/internet-marketing-strategies-that-save-time/
• https://medium.com/@yegg/the-19-channels-you-can-use-to-get-traction-93c762d19339#.j9eftko1o
• https://vertalab.com/blog/minimum-viable-products-of-famous-companies

134. Thanks!
Shamir Ozery
shamirozery@gmail.com
Shamirozery.com
linkedin.com/in/shamirozery
@ozery
(734) 834-3654