David Arnoux | Growth Tribe
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Transcript of David Arnoux | Growth Tribe
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Growth Marketing Process and Skills :
A Playbook
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Growth Marketing Skills and ProcessDavid ArnouxHead of GrowthGrowth Tribe
www.growthtribe.io
Twitter/Snapchat@growthtribe
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Growth Tribe Philosophy
Growth comes from rapid testing, the right
toolset and skillset..
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Growth Tribe Philosophy
Marketers should be held to the same level of quality as
developers..
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Corporates
Classes
3-Month Academy
5-Month Growth Programme
Startups
6 Week Evening Course
On-Site
Scale-Ups
Young Professionals
In-House
2 Day Crash Course
Corporates
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Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
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The Mindset Of A “Growth Hacker”
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Takeru Kobayashi
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Takeru Kobayashi
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“If you’re growing a company today you
better learn to eat hot dogs fast...
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Famous examples
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Why are Growth Teams Taking Over The World?
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
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Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank
“Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure
"Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
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250-3000 Ads per day
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betalist.com
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Consumer’s bullshit radars are up
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially
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Viral Channel Effectiveness
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial
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ouch
Source: Andrew Chen’s Blog
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Growth Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
MarketingTeams
GrowthTeams
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Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. It’s all about ROI and Speed >> Find out what works... fast
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The skillset of a the growth marketer
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Source: Rob Moffat
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Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
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Growth Process
Adaptable(Across all companies
cultures and departments)
Expandable(Can grow along with
the company)
Easy to implement
(Minimal learning curve)
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Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
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CreativeMarketing
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
GROWTH TEAMS
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Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights
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Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
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Low Hanging Fruit
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Engineered Marketing
Building small tools and resources that attract
customers and don't feel like marketing
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The Next Closet - Will it fit
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Creating Bots
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Creating Bots
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Negative aging: “Leave quick or stay long”
97% of people just left
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You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
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15%
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10%
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55%
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75%
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30%
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75%
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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“The WOW moment
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= Early signal of longer term retention
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How many steps to your “WOW”?
Reduce that number by 90%
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Small tip….
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition / Activation
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Total cost of experiment (excl. Fb ads):
Subscription to Unbounce = €99/mSubscription to Typeform = €30/mFacebook ads leads = €5-8/lead
+ Labour Cost
First ‘sale’ in day 1 of putting experiment live(usually 1-2 months/sale)
1 person, 2 Days
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
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The skillset of a growth hacker
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The Growth TEAM
Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights
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Growth Tribe Philosophy
It’s never been a more scary and exciting time to grow
companies
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Corporates
Classes
3-Month Academy
5-Month Growth Programme
Startups
6 Week Evening Course
On-Site
Scale-Ups
Young Professionals
In-House
2 Day Crash Course
Corporates
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Video: grow.ac/grows
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Read these!!!