Technical Marketing and Growth Hacking low hanging fruit

David ArnouxHead of GrowthGrowthTribe

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Twitter/Snapchat@growthtribe

Takeru Kobayashi

Takeru Kobayashi

“If you’re growing a company today you

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What’s On The Menu?

WTF is growth hacking anyway?

Deliciously low hanging fruits..

Growth HackingGrowth Marketing

Technical MarketingGrowth

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

BehaviouralPsychology

Data +Testing

LeanMarketing

Technical Marketing

UX improvement

Conversion Rate Optimization

Inspiration: @clarabuchanan

What Is Growth Hacking?

Coding +Automation

CreativeMarketing

UX improvement

Conversion Rate Optimization

The Brain Of A “Growth Hacker”

Place your screenshot here

Udemy

Story I hate...Paypal

Source: ReferralCandy

100k users in the first month!

7-10% daily growth >> 100 million members

1 million march 2000 >> 5 million summer 2000

$10 $10

$10

$10

Story I love...Paypal

Paypal

please

Famous examples

What do most of these have in common?

What do these have in common?

Creative or

Sneaky(not sustainable)

Quite Technical

OPN(Other People’s

Network)

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

Technical Marketing

Conversion Rate Optimization

GROWTHHACKING

Today’s Marketer

“Marketers should be held to the same level of quality as developers. We teach technical

growth skills.

Can’t code… don’t worry

Growth hackquisition

2 Days30€

Unlimited leads

Then what?

Pre-heat the cold leads on Twitter and Linkedin

1 week+

$145

Blockspring Playbook

InfiniteLeads :D

blockspring Clearbit API

Email Hunter API

Thanks Iggy van Lith

Twitter Custom

Audiences

Crystal Knows

DedicatedLanding Page

SALES $$$

Sli.do Playbook

Python scriptProxy API Email

Course

Email Leads

(Or Tor)

0 email leads

So how do we come up with these?

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

Data +Testing

LeanMarketing

Technical Marketing

GROWTHHACKING

OMTM

Hard + Soft data

P.I.E.SorB.R.A.S.S.

Experiment DocTime boxing

Cross-skilled teamsAgile Scrum

Pirate Metrics

Flowchart

OMTM(s)

Learnings

Systemizeor

Productize IdeateIdea backlog

RankPrioritization Framework

Design TestMinimum Viable Experiment

Execute!Get It Done!!!

AnalyzeHard and Soft Data

Copy others + Go crazy

the GROWTH process

Experiment based approach

Hard data - Retention Charts

Are users coming back?What is the impact of our efforts on retained users?

Hard data - Segmental Analysis

What behavioural segments are more valuable?Can we predict their behaviour?

Recency, Frequency, Monetary

Soft data

why?

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

Data +Testing

LeanMarketing

Technical Marketing

BehaviouralPsychology

UX improvement

Inspiration: @clarabuchanan

GROWTHHACKING

CreativeMarketing

What Is Growth Hacking?

Coding +Automation

BehaviouralPsychology

Data +Testing

LeanMarketing

Technical Marketing

UX improvement

Conversion Rate Optimization

Inspiration: @clarabuchanan

GROWTHHACKING

OMTM

Hard + Soft data

P.I.E.SorB.R.A.S.S.

Experiment DocTime boxing

Cross-skilled teamsAgile Scrum

Pirate Metrics

Flowchart

OMTM(s)

Learnings

Systemizeor

Productize IdeateIdea backlog

RankPrioritization Framework

Design TestMinimum Viable Experiment

Execute!Get It Done!!!

AnalyzeHard and Soft Data

Copy others + Go crazy

the GROWTH process

“What to do when you’ve only got 3 months to make a difference?

LOW HANGING FRUITS(that work 9/10 times)

Low Hanging Fruit #1

250-3000 Ads per day

betalist.com

BJ Fogg Model

Negative aging: “Leave quick or stay long”

97% of people just f#$%ed off

You have 5 seconds to answer..

What does this website do or

offer?

Why is it better than the

competition or similar

services?

FAIL

WIN

You have 5 seconds to answer..

What does this website do or

offer?

Why is it better than the

competition or similar

services?

60% 20%

www.usabilityhub.com

Not much traffic and want to A/B test? Go big or go home..

Low Hanging Fruit #2

Landing Page Optimization is for babies… Retention optimization is for

grown ups

Low Hanging Fruit #3

Company A: 5 mio users/month80% monthly retention

Company B: 2 mio users/month95% monthly retention

Company A: 5 mio users/month80% monthly retention

>> 25 million users

Company B: 2 mio users/month95% monthly retention

>> 34 million users

But...

Retention takes forever to test..

Early signal shitty longer term retention

To optimize retention = Identify and optimize for the wow moment

Low Hanging Fruit #4

The WOW moment

“Wow...this will improve my life”

Famous wow moments

1-day retention

Put at least 1 file in a folder + see link

Follow 30+ people

7 friends in 10 days

Get someone to buy 3 times

= average 11 purchases a year.

How to determine your wow moment?

Guess

How to determine your wow moment?

Guess Collect Data(Hard and Soft)

Use this template: growthtri.be/wow

Watch a bunch of user recording videos at 4x speed

What did they do? What didn’t they do?

VS.

Retained Gone forever

How to determine your wow moment?

Guess Ask a data scientist

Analyze by hand…then

guess

Tip: How many steps to your “WOW”?

How many steps to your “WOW”?

1. Reduce that number by 90%2. Segment the WOW

Fruit #5

Flip the funnel..

Flip the funnel

Acquisition

Activation(WOW)

Retention

Referral

Revenue

Awareness

Activation(WOW)

Acquisition

Retention

Referral

Revenue

Awareness

Flip Acquisition / Activation

Fruit #6

Engineered marketing is quick and easy

Hubspot Website Grader

Online Dialogue Calculators

Crew’s Case Study

Crew’s Story

https://crew.co/labs/

grader.growthtribe.io

grader.growthtribe.io

Prediction..

Prediction..

Machine learning will slowly automate 50% of marketer’s jobs

Learn to leverage them..

If you’re here you should already have read these..

And now read these...

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