Post on 18-Oct-2014
description
Growth Hacker
CRAFT YOUR MARKETING TO-DO LIST LIKE A
SHELLEY STEIGERWALD @shels te iger
WHAT IS GROWTH HACKING?
WHAT IS GROWTH HACKING?
It’s just MARKETING!! – Angry people on Twitter
It’s what everyone in a startup does. – Entrepreneurs
It’s “taking responsibility for growth with an entrepreneurial drive” – Sean Ellis, startup-marketing.com
It’s “when growth is one of your marketing objectives and someone is solely assigned to that objective.” – Muhammad Saleem, MarketingLand.com
CREATIVITY TECHNIQUE
Immerse yourself in the problem, and entertain all
solutions.
Understand the context, use the tools, and assess
results.
1. Business Life Cycle
BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
BUS INESS/PRODUCT L I F E CYCLE
IDEA GO-‐TO-‐MARKET MATURITY RENEWAL GROWTH
CUSTOM
ERS
TIME
2. Customer Life Cycle
THE FUNNEL
TWO WORLDS COLL IDE
HOW THE
Business SEES IT
HOW THE
Customer SEES IT
It’s my sales funnel!
It’s my decision!
FORRESTER ’ S SOLUT ION
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
EXAMPLES
Active Search keywords Ask for a referral Participate in online discussion Passive See media coverage Attend events Experiencing the problem
DISCOVER EXPLORE BUY ENGAGE
EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
Website content Validation from network Sales pitches Read Yelp reviews
EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
30-day free trial Select package Email confirmation with receipt Create an account or checkout as a guest
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
LEVERAGE POINTS
3. Leverage Points
FINAL TIPS
• Measure with discipline
• Growth vs. Scalable growth
• Black-hat vs. white-hat tactics
• Collaborate
RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
…and now you’re a Growth Hacker!
LEVERAGE POINTS
Q&A
KEEP IN TOUCH !
shelley@marketingintandem.com @shelsteiger