Up and to the Right: How the Drive for Growth is Changing Product and Marketing Functions

Casey WintersOnline & Interactive Marketing Director

GrubHub@onecaseman

When Vanessa Colella stepped in head of marketing for Citi North America…

• The first thing she did was eliminate the digital marketing department

• Q: Why did she do this?

• A: She said "Everyone in a marketing department needs to be fluent in digital strategy. There's no path for you if you don't."

Source: http://www.businessinsider.com/citibank-eliminated-digital-marketing-2013-4

So, if that’s going on at big companies, what’s going on at startups?

So, if that’s going on at big companies, what’s going on at startups?

So, if that’s going on at big companies, what’s going on at startups?

So what does all this mean?

• The marketing department is evolving at companies of all stages and sizes.

• The educational institutions will be the last to adapt.• Any understanding you develop in these areas puts you

ahead of the curve.

So how does this change team structure?

Head of Marketin

g

Creative

Designer

Copywriter

Brand

PR

Media

Online

SEM

Email

Research

Data Analyst

Market Research

Traditional:

So how does this change team structure?

Product Manager, Growth

Designer

Back End Developer

Front End Developer

Data Analyst

Head of Marketin

g

Customer Service PR Social SEM

Emerging:

Now, instead of the marketing team responsible for growth, you have a growth team, which is way more technical, and trying to use the product or technical marketing opportunities like SEO or viral loops or email to drive growth, and you have a marketing team that is more focused on message rather than medium. Customer service might even be under that umbrella now. And the individual marketing team members are responsible for their own analysis.

So what’s in this new marketer’s or product person’s toolbox to drive growth?

• Data analysis• SEM• SEO• Email marketing• Viral loops• Web analytics• Online display advertising• Conversion rate optimization• A/B and Multi-variate testing• Community management• Mobile display• App Store Optimization

• Engagement loops• Attribution modeling• Content marketing• Landing page optimization• Remarketing• Mobile rewards• Gamification• API Integrations• Social media• Push notifications• PR• Incentivized downloads• Out of home

Tool #1: Data Analysis

What is it?• Almost all marketing and product decisions now are being

measured for performance• In the new marketing and product world, all conversation

revolve around data, and you need to be fluent because the data usually tells you where the big opportunities are

Important tools• Databases and SQL• Excel• Software: Google Analytics, Mixpanel, Tableau, etc.• Attribution modeling

Tool #2: Search Engine Marketing

What is it?• Ads for specific keywords

users type into search engine• CPC model

When is it useful?• When there is existing demand for your product category• When buying cycles are short• When the customer buys, not just uses your product

Important considerations• Not just keyword targeting, but time, place as well• Quality score• Very transactional medium. Not branding opp

• Search engines showcase user intent, which is very valuable

Tool #3: Search Engine Optimization

What is it?• The process by which you change your site as well as

your site to rank for specific keywords for free on search engines

• It’s about authority and relevance (read: links and text)

When is it useful?• When there is existing search volume related to your

product/service, or the content your product/service creates

• When you can’t pay for usersImportant considerations• Often at odds with conversion rate optimization• Combine with PR and social strategy for ultimate win

Tool #4: Email Marketing

What is it?• Sending email to current customers

or prospective customers who have opted in to drive communication messages or ordering

When is it useful?• If there is chance of repeat order• If someone has asked for more

information, but not purchased• Promotions• EducationImportant considerations• Spam/deliverability• Personalization

Tool #5: Viral Loops

What is it?• Designing product experience so that every new

sign-up/interaction generates other sign-ups/interactions

When is it useful?• When you have something that’s

cool, but hard to market in traditional ways

• When product/service relies on network effects or can’t pay for users

Important considerations• Most of the time it’s

not a home run• Spam concerns

Read more: http://www.linkedin.com/today/post/article/20121002124206-18876785-how-to-model-viral-growth-the-hybrid-model

https://medium.com/i-m-h-o/86286817b874

Tool #6: Conversion Rate Optimization

What is it?• Making continual changes to a site/app/landing page with the

goal of increasing # visitors who turn into conversions

When is it useful?• If your site is more than one page, you want to work on this

Important considerations• Can be a trade-off in conversion vs. lifetime value• Can go overboard in a way that hurts brand/user experience• Mapping the correct funnel• Monitoring bounce rates and exit rates• A/B and multi-variate testing• Form conversion• Remember your behavioral econ!

Tool #7: Social Media Marketing

What is it?• The process of building and engaging an audience outside of

your building/website/ecosystemWhen is it useful?• When people are talking about you outside your walls• Not as critical for B2B• Can get value for free

Important considerations• Can be a huge customer service opportunity• Paid ads that leverage current fans/followers typically more

effective than those that are not (via social proof)• Sweet targeting options, but no intent yet• Requires scale of fans/followers to be great ad model• Great engagement tactic for any size fan base

Tool #8: Mobile

What is it?• Any form of adverting that reaches users on their mobile

phone

When are the options?• App Store Optimization (free)• Cost Per Install• Text message• Push notifications (free)• Mobile rewards

Tool #9: Engagement Loops

What is it?• Viral loops are great at getting people to sign up for your

product. Engagement loops are product designs that keep those users coming back by creating habits

When is it useful?• To drive user engagement

Important considerations• Developing triggers (internal

and external)• Motivation and ability• Variable rewards• Commitment

Read more: http://www.nirandfar.com/2012/03/how-to-manufacture-desire.html

http://www.startuplessonslearned.com/2008/12/engagement-loops-beyond-viral.html

Tool #10: Online Display Advertising

What is it?• Banner advertising on other websites

When is it useful?• When demand capture is not enough for your paid marketing

efforts

Important considerations• CPM model• More of a top of funnel approach• Retargeting• Lots of targeting options• Hard to quantify performance• Limitless inventory