Depesh Mandalia — The Acquisition Marketing Puzzle Most Fail to Complete (Turing Festival 2016)
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Transcript of Depesh Mandalia — The Acquisition Marketing Puzzle Most Fail to Complete (Turing Festival 2016)
The acquisition
marketing puzzle most
fail to complete
@ DepeshM
Depesh Mandalia
Chief Marketing Toucanoo
@ DepeshM
www.toucanbox.com
“Building an acquisition
marketing machine that
scales through insights”
Acquisition marketing
Marketing
Paid
search
PR
Paid
social
Content
TV
Word of
mouth
consumer action
Common missing pieces
> Mission
> Insights
> Agility
Scaleable
Growth
Marketing> >Paid
search
PR
Paid
social
Content
TV
Word of
mouth
Landing pages
“The Theory and Practice of Selling
the Aga Cooker.”
“ the best sales manual ever written ”
Advertise & Sell
Think as a salesperson first,
Marketer second
Deep product, consumer & market insights
Attack with a ready defence
Scientific testing and measuring
MISSION
INSIGHTS
AGILITY
1. Mission
Do you matter?
Starts with why and what
you’re marketing
- go beyond the how.
It’s not about the revenue
That’s your outcome
It’s about your purpose
your customer’s outcome
Mission Driven Marketing
Product +
Marketing
= growth
2 examples
“
… to be Earth’s most
customer-centric company,
where customers can find and
discover anything”
“
… to be Earth’s most
customer-centric company,
where customers can find and
discover anything”
“
To create a retail environment
that offers unbelievable value
and variety and satisfies
customers of every lifestyle”
“
To create a retail environment
that offers unbelievable value
and variety and satisfies
customers of every lifestyle”
Mission Driven Marketing
The purpose
The outcome
The Sizzle
* If you have a body, you’re an athlete
Marketing is more than just
Num13r$
CPC
CTR
CPA
CPM
ROI
CR %
Spend ATV
Customers care about
Outcome
3 examples of
mission-driven marketing
1:
Selling the emotion
2:
Selling the experience
3:
Selling the foreplay
2. Insights
Do you ever ask why?
Product & Customer insight
the foundation of growth
INSIGHTS
not data
9 example insights
to demonstrate what
marketers often neglect
Are you targeting the right
type of customer?
Pivot from parents to gifter
Long vs short-form sales?
What are your potential
customer’s concerns?
Customers are not alike
Why are customers not
transacting?
Funnels are a marketer’s BFF
segment funnels
interrogate funnels
Why are potential customers
exiting the details page?
Does tv drive direct marketing?
Are your customers,
advocates?
Is satisfaction uniform?
Are you attracting the right
customers?
NPS Bonus: Testimonials!
NPS Bonus: FB Lookalikes!
But… this is just cro stuff?!
3. Agility
Are you agile, lean and ready for growth?
Fail fast, fail often
Hypothesis
Prioritisation
Test
Outcomes
Example:
I believe by [_____]
[____] can increase by [____]
Because [_________]
I believe by creating a landing page for each
FB audience type,
Conversion rate can increase
Because we can target mums, dads and
grandparents with relevant copy and
visuals and break down their key concerns
and barriers
Hypothesis
Prioritisation
Test
Outcomes
Questions
Play the %’s
Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
MVP it
MVP:
create a landing page for mums
to specifically break down their key
concerns and barriers
Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
PROCESS
Process:
create a landing page for mums
to specifically break down their key
concerns and barriers
Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
LEARN
Outcomes & learnings:
landing page for mums increased conversion rate on the
mum’s fb campaign by 20%. Do more lps for mums!
Next steps:
1. Try more variations of the mum’s lp
2. Test dad’s and grandparent’s lp
Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
GROWTH!
acquisition marketing machine:
keeps mission front
and centre
extensively uses
product & customer
insight
scales fast via agile
test and learn
Depesh Mandalia
Chief Marketing Toucanoo
@ DepeshM
www.toucanbox.com
The end.