5 Stages of Disruptive Marketing
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Transcript of 5 Stages of Disruptive Marketing
USING:
• GROWTH HACKING
• ITERATIVE TESTING
• PROFIT MODELING
TO GENERATE BUSINESS OUTCOMES
What is Disruptive Marketing?
DISRUPTIVE MARKET TESTING
Message Market Fit
Disruptive Reach
Comparative ROI
Conversion Psychology
1 2 3 4 5
Have you found the language that evangelizes?
What uncluttered channels are you exploring?
Can you predict the return on your campaign spend?
Do you understand why your customers are buying and referring?
Sta
ges
Exponential Growth FactorsAre you managing the three
factors that cause your company to grow exponentially?
3Questions? Use our search engine to find answers.
MONTH 1 MONTH 2 MONTH 3 MONTH 4+
TESTING MESSAGE MARKET FIT (MMF)‣ Find out if the market believes in your product before you launch.
‣ Unique Selling Proposition
‣ Product Vision
‣ Key Differentiator
‣ Thought Leadership
‣ Customer Discovery
‣ Influencer Analysis
‣ Expert Opinions
Questions? Use our search engine to find answers. 4Questions? Use our search engine to find answers.
MMF
TESTING DISRUPTIVE REACHMarketing Channels Become ExpensiveSPI shows you channels that aren't
Questions? Use our search engine to find answers. 5Questions? Use our search engine to find answers.
▸ Test your marketing channelsCOMPARATIVE ROI
MARKETING AUTOMATION
Questions? Use our search engine to find answers. 6Questions? Use our search engine to find answers.
LANDING PAGES
CHANNELS PREDICTABLE ROI
for
CONVERSION PSYCHOLOGY▸ A step-by-step approach to guaranteeing sales conversions
7
Why is it relevant?What are you selling? Can you prove it? How do I buy?
Step 1 Step 2 Step 3 Step 4
Questions? Use our search engine to find answers.
EXAMPLE SUCCESS METRICS▸ Indicators of successful conversions
8
Step 1 Step 2 Step 3 Step 4
Why is it relevant?What are you selling? Can you prove it? How do I buy?
1. Social Media Like2. Click Throughs3. Time on site4. Bounce Rate
1. Blog Shares2. Ebook Shares3. Post Comments4. Video Replays5. Return Visitors
1. Reservations2. Request info3. Demo Requests4. Heat Maps
1. Cart Abandon2. Trial Sign-ups3. Meeting Reqs
Con
vers
ion
Exa
mpl
es
Curious Customer Relevant Offering Proven OfferingReady for Sale
Questions? Use our search engine to find answers.
9Questions? Use our search engine to find answers.Questions? Use our search engine to find answers.
Misc. Factor: Customer Experience
A. Search
B. Email
C. Business Apps
D. Adwords
Value Ladder Examples
A. Profile
B. MSG Packages
C. Ads
D. Recruiter DataA
B
C
EXPONENTIAL GROWTH FACTORS▸ Attack conversions by up-selling and down-selling
CASE STUDY - MOBILE REWARDS APP
MMF Comparative ROI
ChannelsGoal• 100,000 downloads• Create Viral Loop via social shares
1 2 3 4
PROCESS
• Tweak conversion funnel• Introduce 1:1 tutorials
• Affiliate program• Social shares
• Message Market Fit• 14 of 22 acquisition channels
CASE STUDY
ENTERPRISE HARDWARE & SOFTWARE
26 units sold to dateFinancing depended on showing market
acceptance
CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE
Test Run
OptimizeGoal• Convert existing mailing list to buyers• Increase qualified inbound
PROCESS
• Lack of social proof stopped conversions• Created custom landing page
• Email campaign• Organic traffic
• Message Market Fit• Chose 2 channels, email & facebook
1 2 3 4
CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE
OUTCOME
• $500,000 pipeline generated in 48 hours
• 2 to 4 reservations/day from organic traffic
CASE STUDY - HEALTHCARE MARKETPLACE
Test Run
OptimizeGoal• Reduce $180 cost of customer acquisition• Increase transaction volume
1 2 3 4
PROCESS
• Streamlined on-boarding• Created custom landing page
• 3 high-converting channels• Single on-boarding process
• Introductory offers - low cost 1st transaction• Tested 10 out of 22 acquisition channels
CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE
OUTCOME
• Lowered cost of customer acquisition by 75%
• 10x increase in customer conversion
THANKS!
20
Chris StrachanPrincipal
Apoorva PandePrincipal
The SPI Team
www.strachanpandeinternational.com
Tianna InmanMarketing Operations
VIRAL GROWTH CHEAPER CONVERSIONSREPEATABLE MARKETING
OUTCOMESSTARTING AS LOW AS $1,000/MO
GUARANTEED RESULTS: