Velocity Marketing and Growth Hacking, Nov '12
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Transcript of Velocity Marketing and Growth Hacking, Nov '12
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Growth Hacking andVelocity Go To Market
Sunday, November 11, 2012
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Explosive Platform Growth
Sunday, November 11, 2012
B2C : Facebook, Zynga, CraigslistBoth : Twitter, Apple iphone, AndroidB2B: Salesforce, Linkedin
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Rise of the APIs
Sunday, November 11, 2012
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How to Stand Out?
Sunday, November 11, 2012
In crowded markets!
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before we start
Sunday, November 11, 2012
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It’s All About Coding
Sunday, November 11, 2012
Coding without purpose doesn’t win
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It’s All About Content
Sunday, November 11, 2012
Content without Context is a loser
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Death of the Marketer
Sunday, November 11, 2012
You don’t win by firing the marketers, or forgetting the growth hackers
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what’s going on!
Sunday, November 11, 2012
three shifts
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Sunday, November 11, 2012
It used to be “go ask Dad”, but Dad wasn’t very reliable
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Sunday, November 11, 2012
Now it’s go ask google, but we have content overload
Content is a commodity!
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Sunday, November 11, 2012
Andreessen Horowitz Enterprise portfolio, March 2012
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IT Cost Transparency
EnterpriseCollaboration
Software
Cloud Content Management
Virtualization & Security
Flash StorageSolutions
Business IntelligenceSolutions
Enterprise Social
Software
Virtualization Software
On Demand Identity
Management
Sunday, November 11, 2012
Self described category
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115,000 550,000 286,000
5,170,000 1,230,000 2,800,000
220,000 2,030,000 27,500
Sunday, November 11, 2012
“Quoted” Exact term search results
Even in very specialized B2B markets, information is overabundant
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of B2B sales cycle complete before first contact to selected vendor
57%
Sunday, November 11, 2012
Second, we have self directed buyers
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Crowded Markets
Sunday, November 11, 2012
Third we have overcrowded markets
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what to do about it?
Sunday, November 11, 2012
How do we sell and market in content commoditized, over crowded markets with self directed buyers?
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Viewpoint Sets the Stage
Sunday, November 11, 2012
In order to get attention, we have to set the stage with Viewpoint... this is our context...
Explain
Let’s look at some examples..
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Salesforce.com is the enterprise cloud computing company that is leading the shift to the Social Enterprise
Sunday, November 11, 2012
Note shift from end of software to Social Enterprise
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Zuora
Commerce has evolved. In the last 10 years, there's been a dramatic shift in the way both consumers and companies want to do business. Today, people would rather subscribe to services than to buy products. It's happening everywhere. And it will have a dramatic effect on your business.
Sunday, November 11, 2012
Entire Go to Market based on Viewpoint of “Subscription Economy”
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Threats have changed radically from just a few years ago. Advanced malware has replaced the broad, scattershot approach of mass-market malware designed for mischief. Most of today's attacks are targeted to get something valuable.
Sunday, November 11, 2012
New threats, new needs.... SIMPLE AND POWERFUL
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We’ve stocked our magnificent flying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-flight Wi-Fi? Check. An enjoyable ride you'll actually look forward to? Check and doublecheck.
Sunday, November 11, 2012
Why should flying suck? Flying is fun!
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Focus on Value
Sunday, November 11, 2012
Then we have to find our unique value in the context of this viewpoint
Classic positioning and messaging, but with VIEWPOINT as the CONTEXT
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Execute with Velocity
Sunday, November 11, 2012
Acquire users by DEMONSTRATING AND DELIVERY VALUE THROUGH EXPERIENCE EARLY AND OFTEN
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117-12
Sunday, November 11, 2012
If your a fan of American football, Coach Kevin Kelly, Pulaski acadamy, LR Ark. 3 state champ, 117 -12...
He learned that statistically punting doesn’t pay off, and that scoring is the essence of winning, and you can’t score when other team has the ball...
1) He doesn’t punt, ever2) He onside kicks on every kickoff3) He runs off the field when fielding punts, does not risk fumbles and muffs...
Why does this matter:
1) Adopt a Viewpoint,2) Execute with commitment3) Don’t take excuses...LIKE, we can’t expose our product and service with experience, look at these examples...
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Experience Matters Most
Sunday, November 11, 2012
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Dogfoodhttp://www.youtube.com/watch?v=dpmX9yfl7no&feature=player_embedded
Skippyhttp://www.youtube.com/watch?v=K-
n8zFxUQ64&feature=player_embedded
RiskCheckhttps://www.whitehatsec.com/riskcheck.html
Sunday, November 11, 2012
See blog : http://first-productmarketing.blogspot.com/2012/08/eat-this-dog-food-experience-marketing.html
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Thinking Like an Engineer
Orientation - Technology Perspective - Details
Focus - Problem Solving
Sunday, November 11, 2012
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Thinking Like an Marketer
Orientation - Revenue Perspective - Big Picture Focus - Solution Sharing
Sunday, November 11, 2012
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Thinking Like an Growth Hacker?
Orientation - Technology Perspective - Details
Focus - Problem Solving
Orientation - Revenue Perspective - Big Picture Focus - Solution Sharing
Sunday, November 11, 2012
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Thinking Like an Growth Hacker?
Orientation - Acquisition Perspective -Users and platforms
Focus - Integration and Conversion
Sunday, November 11, 2012
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ACTION PLAN
1) Adopt a velocity mindset
2) Get a viewpoint
3) Align Value
4) Double your experience delivery
Sunday, November 11, 2012
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Breakthrough
Twitter - Email -
Sunday, November 11, 2012