HOW TO FIND YOUR WAY IN THE DARK

70% of tech-marketers would like a better process for executing marketing

experiments…

Here is the solution!

It all started when building GoBox

Starting GoBox:

Numerous of different marketing experiments

Situation

Many opportunities

Lack of insights

No experience

So much noise

Complication

No awareness of metric to track

No alignment of time/cost to expected results

No learning

Outcome

WE WERE WANDERING AROUND IN THE DARK - NOT

ABLE TO SEE ANYTHING

WE DESPERATELY NEEDED SOME LIGHT

- SOME DIRECTION

We needed a structure, we needed a process,

to provide us the tactics

3 key elements lead us in the right direction

We researched, played around with frameworks, and followed our vision

HubSpot CMO Brian Balfour’s approach

Bulls-Eye Framework

Dev. process management tools

Vision of an hypothesis driven approach

Existing frameworks

1 2

3

Founders Growth Machine created light on the road ahead of us

1 2 3

Backlog Experiment Document

Pipeline

Backlog – Place potential experiments in a structured list

List all your good ideas for innovative experiments in the Backlog

Quickly define each activity on expected result, time to be used and costs

Distinguish between acquisition, awareness and other activities

Dummy numbers

Experiment Document – Describe suggested experiment

Describe the activity you would like to promote - keep it simple!

Quickly and simply describe purpose, hypothesis and experiment design

Take advantage of writing things down before doing anything else

Dummy numbers

Pipeline – Track promoted experiments and learn

Place all your promoted experiments in the Pipeline

Track and update your promoted experiments on results, used time and costs

Compare and identify successes and failures and understand WHY

Dummy numbers

Founders Growth Machine created light on the road ahead of us

1 2 3

Backlog Experiment Document

Pipeline

This is what we got out of it

A simple and structured overview of our marketing experiments

Better tracking of performance by comparing initial hypothesis with actual results

Better understanding of what works and not - and WHY

More structure

Better visibility

Improved learning

Best of all – We are giving the tool away !!!!

growth.founders.as

Thank you:

Simon Sylvest @simonsylvestsimon@founders.as

Victor Riparbellivictor@gobox.dk