Growth Marketing: Secrets for Fueling Bottom-Line Revenue
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Transcript of Growth Marketing: Secrets for Fueling Bottom-Line Revenue
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Growth MarketingSecrets for Fueling Bottom-Line Revenue
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About Meagan FrenchMeagan French is the
founder and president of Lotus Growth, a B2B demand generation and growth marketing agency in San Francisco. Her team helps tech companies implement growth marketing programs to grow the business, align sales and marketing, and drive revenue.
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Client Roster:
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What is Growth Marketing?
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• What is growth marketing?
• What it looks like when growth stagnates?
• What are growth leaks?
• How to Fix it
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Growth marketing is the practice of using data and agility to drive revenue.
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What it looks like when growth
stagnates
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What Stagnant Growth Looks like:
• You have a vague idea of what marketing is working and what’s not.
• Marketing campaigns are a large portion of the budget, but it results in few closed deals.
• Competitors are ranking better in organic search, and you suspect they are closing deals that should be yours.
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What are growth leaks?
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• Customer Acquisition• Sales pipeline (demand generation)• Website traffic and conversions
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Growth leaks are sources of frustration where customer’s needs are not being met.
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Fix Your Attribution
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Where are Your Customers Coming From?
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You can’t fix what you can’t see.
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Optimize your campaigns for as far down the sales
funnel as possible.
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* Source: Bizible’s 2015 State of Pipeline Marketing Report
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Marketers that use marketing technology and attribution see a 2.8x ROI.
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Marketing attribution allows you to see what’s working and what’s not
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• Which parts of the marketing or sales funnel are invisible?
• How does the team currently report on KPIs? What needs to change?
• How is this tracking going to be implemented
• What is the value of each conversion?• Which platforms will provide visibility into
which part of the funnel?
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OptimizE Your Funnel
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Optimizing Your Funnel
• Acquisition
• Marketing Site Optimization
• Sales Cycle
• Onbording and Implementation
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Acquisition
• Conduct an analysis of each channel by Cost per Acquisition
• Which can be eliminated or optimized?
• This is where attribution becomes really important.
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Marketing Site Optimization
• Implement a/b testing with Optimizely or VWO
• Collect quantitative feedback
• Customize landing pages
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Sales Cycle Optimization
• Analyze all leads coming into the top of the funnel, how many are junk?
• Improve sales and marketing alignment
• Develop sales enablement content
• Attribute opportunities and closed deals to source
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Onbording Optimization
• Schedule customer success training sessions or webinars
• Create adoption guides and videos
• Create a drip campaign geared towards customer adoption
• Dig into customer service tickets to build better marketing content
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Scale Growth
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This is what we think growth looks like:
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This is what campaigns look like:
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More often, we lack the resources to execute:
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Or max out marketing channels:
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The broader and more scalable the channel, the less targeted it is.
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Overcoming Barriers to
Growth
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• Find new channels
• Develop an agile marketing process
• Prioritize programs that produce the most return
• Institute weekly growth meetings to focus the team on revenue.
• Hire a consultant or contractor for short-term projects
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