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!1

HACK THE GROWTHGrowth Strategy & Digital Marketing

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!2

AGENDAagenda

Definitions (My)

IntroTechnological

optionsMindset Outro

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!3Entrepreneur / Advisor / Growth Hacker / Investor t.moulos@gmail.com

Advisor/Speaker

Advisor and board member in numerous companies

Speaker in growthMarketingConference.com Guest Lecturer in NYU Stern School of Business Guest Lecturer in Alba Business School Lecturer in growthAcademy Lecturer in growthX Academy (SF)

Entrepreneur Co-Founder & CEO, Growthrocks.com

Co-founder growth.university Co-founder growthhackingacademy.gr Co-founder contentmarketingacademy.gr Co-Founder of viral-loops.com Co-Founder of vitrinabox.com Co-Founder search-in-a-box.com

Theodore Moulos

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!4

36 Months

on Growth

47 GrowthRockers

13 Countries

7,5

15

22,5

30

139+ Customers (today)

Greece, UK, Sweden, Finland, Dubai, India, US, Singapore, Netherlands, Malta

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!5…called agile marketing & marketing before that

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!6

AGENDAagenda

Definitions (My)

IntroTechnological

optionsMindset Outro

Growth Hacking Building A Growth Framework

Made with by @tmoulos

Today, we will go through why some companies

succeed and some companies

fail

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!8

Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, new technological options and metrics to sell products and gain exposure.

What is Growth Marketing?

Marketing for the poor

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!9

Growth Hacking is the mindset and process of chasing growth for your

company no matter what . You should  be creative and execute like a pro.

What Growth Marketing Really Is

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!10

Growth is not a bunch of small, tactical growth hacks. (Make a button this color, etc.) It is a full model and system with linked parts and loops that align with your business.

Andrew Chen Uber

What Growth Marketing Really Is

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!11

The evolution of marketing:

Studied in business schools #NOT Runs by “Technicians” Connects with Sales Targets Has a clear ROMI represents your business objectives

What is really the Growth Hacking?

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!12

Marketing vs. Growth

Marketing Growth

FocusBranding

AwarenessAcquisition

Full AARRRFunnel

GoalsNr. of leadsRegistrations Downloads

Growth Rate

Team Marketing Design

Engineering Design

Data Analysis / UX

Product Impact little impact A lot of changes in the product

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!13

ACQUISITION (Get New Customers or Traffic)

ACTIVATION (Make them t Register)

RETENTION (Make them return)

REVENUE (make them buy)

REFERRALS (Let them spread the

news)

A typical AARRR Funnel

Above the line

Below the lineTV, Radio, News

Brochures, websites

Growth Marketing

We have around 40 funnels in our companies

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!14

Visitors - Traffic on site

Product Preview

Add to Cart

CheckoutInitiation

CheckoutStep1

Step2

Step3

Sales

A typical check-out Funnel Analyse this … and then you know what to fix

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!15

Today, the marketing department generates revenue instead of represent an expense for the company. So in order to do it and do it right, there must be some analytic. They call it business intelligence.

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!16

Digital Marketing → Awereness Growth Marketing → Sales

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speak

turn

!17

your

to

What gives the founder or CEO confidence in the new digital world?

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!18What gives me confidence as a founder, entrepreneur, marketer 1) Knowing technological options, to utilise and be ahead of

competition

2) Automations, to utilise as less resources as possible and to “activate” my customers from free to paid (inbound)

3) Data Scraping, to learn from the public information out there and leverage that for my benefit

4) Having the ability to “Monitor the performance” of my company, for obvious reasons

5) Knowing where to find your audience via inbound channels

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!19

All the above are useless without…

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!20

AGENDAagenda

Definitions (My)

IntroTechnological

optionsMindset Outro

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!21

#NOT The correct mindset is the one that should give you the confidence of nailing the new era

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!22

Love your company’s growth as much as you love your product or service you

offer to your customers/users.

Rule 1 Do it out of love

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!23

Rule 2 Collaborate

There can be only one (per period)

Facebook focused on getting people to 10 friends in 14 days.

Rule 3 Select your KPIs carefully

There will be times when you will be continuously failing for months without growing at all.

Rule 4 Be relentless & get used to fail.

Growth Hacking is for hustlers.

You need to have the guts to do take responsibility and standstill.

Rule 5 Data ruins the best stories

Bring the 80% of the impact with the 20% of the effort

Rule 6 Work smart not more

Don’t spend your capacity on meaningless things

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!28

AGENDAagenda

Definitions (My)

IntroTechnological

optionsMindset Outro

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!29

already

Because Marketing has changed

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!30

Data Driven Marketing is kingThe Measurements Changed

Scrolls: Scroll MapsClicks: HeatMaps The path they follow

Monitoring the visitor (user journey) before becoming “known”

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!31

The Touch Points ChangedSmart assistants are the future of search!

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!32

Burger Kind ad

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!33

The Shopping Experience ChangedWalkthrough virtual shopping

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!34

The Platforms Changed Mobile apps vs. Bots vs. Extensions

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!35

M Is An Ai Assistant Designed To Automate Tasks

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!36

Messenger Marketing Chatbots and automated dialogs

1 Billion 80% x4-10 Ac!ve Users Open Rates CTRs compared to email

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!37

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!38

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!39

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!40

The larger Publisher in the world changed

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!41

Instant Articles / AMP Better for People. Better for publishers & Google

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!42

A typical Activation Funnel (Trial > Paid)Assuming you have 10 days trial on your SaaS product

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What have we been doing till today?

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GWe have been measuring success by the amount of traction driven to our website.

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This is considered old school.…and this is not Growth Marketing.

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The era in which we measured success by how much traction we drive on our web properties is over.

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!47

I SEE POTENTIAL CUSTOMERS

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!48

CONVERT VISITORS INTO CUSTOMERS

WWW USERS

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We now have the ability to convert users outside of our own properties.

…and drive the traction we were once driving to our web properties… THERE instead.

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!50

Here is a secret…..

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!51

We need to Silently Nurture prospects

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!52

And hand them over to our web properties when they are ready to purchase!

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!53

Prepare Valuable Content:

- Provides Value - Is engaging, captivating - Is persuasive - Tells a Story

Move them down the funnel OUTSIDE of your properties

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speak

turn

!54

your

to

What is better than ranking #1 in Google?

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!55

*Full blown websites,

*Landing Pages,

*Power Pages,

*Engineering-as-marketing Pages or apps

*Mobile apps

*BOTs

*Pre-launch Pages and

*Other specialized pages.

Growth Marketing is about WEB PROPERTIES

are very commonly part of a growth strategy. In order to implement those you need to streamline the process (remember the period as per sprint analysed above) that would allow you to deliver in

maximum 5 Days!

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!56

The new Paid Ads wayTreating every potential customer differently

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!57

AGENDAagenda

Definitions (My)

IntroTechnological

optionsMindset Outro

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!58

makes

Don’t try to get Tomorrow’s customers

using Yesterday’s tools

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!59

Few things to remember

YOU CAN’T DO TODAY’S JOB WITH

YESTERDAY’S METHODS AND BE IN

BUSINESS TOMORROW!

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!60

Great founders are natural growth hackers and find a

way to grow their companies.“

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!61