Growth - Dispatches From The Frontline
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Transcript of Growth - Dispatches From The Frontline
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GrowthDispatches From The Frontline
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Who am I?
Hi, I’m Robbie Jack. I’m a web developer and digital marketer. I've held growth
roles at multiple early-stage venture-backed technology startups. I currently run
growth at Boosted, maker of Boosted boards, and previously led digital marketing at
FullContact. I'm also the co-founder of a brand new startup called Fitbot and a
curator for the Silicon Valley Startup Digest.
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What is a startup?
"A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology, or take venture funding, or have some sort of "exit." The only essential thing is growth. Everything else we
associate with startups follows from growth."
- Paul Graham, Founder of Y Combinator
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What does growth look like?
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Growth Hacking vs. Growth Marketing
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When are you ready for growth?
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What does product/market fit look like?
● Customers are buying as fast as you can build
● You’re understaffed
● Word-of-mouth is on fire
● Random emails/feedback thanking you
● Inbound press and general buzz
● High volume of inbound requests for promotion, partnership, influencers
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Customer Reviews
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User Generated Content
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Vloggers
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Viral Videos
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Where do you start?
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Recognize this guy?
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People, Product, and Process
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Growth Team
● Growth master
● Technical marketer
● Copywriter
● Creative
● Developer
● Analyst
● Channel specialists
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Growth Process
● Planning
○ Ideate
● Testing
○ Execute
● Cadence
○ High-tempo testing
● Log everything
○ Maintain a testing backlog with past results
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Growth FrameworkThe AARRR User Funnel
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AcquisitionGet users to your site or app.
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Customer Acquisition Channels● SEO
● PPC
● Retargeting
● Programmatic Display
● Organic + Paid Social
● Influencer Marketing
● Content Marketing
● Video / YouTube
● Mobile
● Email / Marketing Automation
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ActivationCreate a happy first experience for users, get them to the "aha moment".
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The Magic Moment
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RetentionUsers come back, visit multiple times.
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RevenueUsers conduct some type of monetization behavior, ie. they buy something.
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ReferralUsers like the product enough to refer others, talk about it, WOM.
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Testing
Test across all AARRR layers.
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Analytics
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One Metric To Rule Them All
What is your “North Star” metric?
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Metrics
● KPIs
● LTV
● CAC
● CPC
● CTR
● Bounce Rate
● K-factor
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Conversion Metrics
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Data-Driven Performance Marketing
It's all about finding success through testing and data analysis, then scaling as soon as
possible once you find it.
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Q & A
Thanks everyone!
Follow me on Twitter at @devevangelist
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