Growth - Dispatches From The Frontline
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Transcript of Growth - Dispatches From The Frontline
GrowthDispatches From The Frontline
Who am I?
Hi, I’m Robbie Jack. I’m a web developer and digital marketer. I've held growth
roles at multiple early-stage venture-backed technology startups. I currently run
growth at Boosted, maker of Boosted boards, and previously led digital marketing at
FullContact. I'm also the co-founder of a brand new startup called Fitbot and a
curator for the Silicon Valley Startup Digest.
What is a startup?
"A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology, or take venture funding, or have some sort of "exit." The only essential thing is growth. Everything else we
associate with startups follows from growth."
- Paul Graham, Founder of Y Combinator
What does growth look like?
Growth Hacking vs. Growth Marketing
When are you ready for growth?
What does product/market fit look like?
● Customers are buying as fast as you can build
● You’re understaffed
● Word-of-mouth is on fire
● Random emails/feedback thanking you
● Inbound press and general buzz
● High volume of inbound requests for promotion, partnership, influencers
Customer Reviews
User Generated Content
Vloggers
Viral Videos
Where do you start?
Recognize this guy?
People, Product, and Process
Growth Team
● Growth master
● Technical marketer
● Copywriter
● Creative
● Developer
● Analyst
● Channel specialists
Growth Process
● Planning
○ Ideate
● Testing
○ Execute
● Cadence
○ High-tempo testing
● Log everything
○ Maintain a testing backlog with past results
Growth FrameworkThe AARRR User Funnel
AcquisitionGet users to your site or app.
Customer Acquisition Channels● SEO
● PPC
● Retargeting
● Programmatic Display
● Organic + Paid Social
● Influencer Marketing
● Content Marketing
● Video / YouTube
● Mobile
● Email / Marketing Automation
ActivationCreate a happy first experience for users, get them to the "aha moment".
The Magic Moment
RetentionUsers come back, visit multiple times.
RevenueUsers conduct some type of monetization behavior, ie. they buy something.
ReferralUsers like the product enough to refer others, talk about it, WOM.
Testing
Test across all AARRR layers.
Analytics
One Metric To Rule Them All
What is your “North Star” metric?
Metrics
● KPIs
● LTV
● CAC
● CPC
● CTR
● Bounce Rate
● K-factor
Conversion Metrics
Data-Driven Performance Marketing
It's all about finding success through testing and data analysis, then scaling as soon as
possible once you find it.
Q & A
Thanks everyone!
Follow me on Twitter at @devevangelist