19 Growth Hacker Quotes: Thoughts on the Future of Marketing
Craft Your Marketing To-Do List Like a Growth Hacker
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Transcript of Craft Your Marketing To-Do List Like a Growth Hacker
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Growth Hacker
CRAFT YOUR MARKETING TO-DO LIST LIKE A
SHELLEY STEIGERWALD @shels te iger
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WHAT IS GROWTH HACKING?
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WHAT IS GROWTH HACKING?
It’s just MARKETING!! – Angry people on Twitter
It’s what everyone in a startup does. – Entrepreneurs
It’s “taking responsibility for growth with an entrepreneurial drive” – Sean Ellis, startup-marketing.com
It’s “when growth is one of your marketing objectives and someone is solely assigned to that objective.” – Muhammad Saleem, MarketingLand.com
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CREATIVITY TECHNIQUE
Immerse yourself in the problem, and entertain all
solutions.
Understand the context, use the tools, and assess
results.
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1. Business Life Cycle
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BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
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BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
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BUS INESS/PRODUCT L I F E CYCLE
IDEA GO-‐TO-‐MARKET MATURITY RENEWAL GROWTH
CUSTOM
ERS
TIME
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2. Customer Life Cycle
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THE FUNNEL
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TWO WORLDS COLL IDE
HOW THE
Business SEES IT
HOW THE
Customer SEES IT
It’s my sales funnel!
It’s my decision!
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FORRESTER ’ S SOLUT ION
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CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
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CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
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CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
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EXAMPLES
Active Search keywords Ask for a referral Participate in online discussion Passive See media coverage Attend events Experiencing the problem
DISCOVER EXPLORE BUY ENGAGE
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EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
Website content Validation from network Sales pitches Read Yelp reviews
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EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
30-day free trial Select package Email confirmation with receipt Create an account or checkout as a guest
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CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
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LEVERAGE POINTS
3. Leverage Points
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FINAL TIPS
• Measure with discipline
• Growth vs. Scalable growth
• Black-hat vs. white-hat tactics
• Collaborate
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RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
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RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
…and now you’re a Growth Hacker!
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LEVERAGE POINTS
Q&A