Scaling Authentic Growth - How Product and Marketing Work Together to Drive Growth
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Transcript of Scaling Authentic Growth - How Product and Marketing Work Together to Drive Growth
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Scaling Authentic GrowthHow Product and Marketing Work
Together to Drive Growth
December 8, 2015
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Key To Sustainable Growth Success
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Requirements for Organic Growth
• “Must have” product
• Compelling, authentic promise
• Users are proud to share
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Accelerate by Pouring Fuel on Fire
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North Star Metric for Growth
• Reflects value delivered to your customers
• Provides lens for measuring real growth and evaluating tests
• Examples: Airbnb nights booked, Facebook MAU (monthly active users)
• Captures several metrics (i.e. retention reflected in MRR and MAU)
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But First Things First
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Validate Product Market Fit
• “Must have” product for large market
• Ask users “How would you feel if you could no longer use this product?”
– Very disappointed (40%+)– Somewhat disappointed– Not disappointed– N/A – I already stopped using
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Unlocking Organic Growth
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Research for Organic Growth
Understand “Must Have” Users• Who are they (demographics)?
• Why did they seek product (intent)?
• How are they using product?
Key Benefit - Narrow by Must Have• Ask 1st group: “What is key benefit?” (open ended)
• Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
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Research for Organic Growth (P2)
Crowdsource product description
• Have you recommended this product? (Yes/No)
• If Yes, ask “How did you describe it?” (open ended)
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Optimize Organic Value Delivery
Home Page Messaging• Hook: A/B test “hook” based on intent
(best response)
• Promise: A/B test promise statements (stay true to “must have benefit”)
• Description: A/B test descriptions(best response)
Onboarding to “must have experience”
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Scaling Growth
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Product
Scaling Growth is Cross Functional
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/APIs Marketing
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Product
Core Growth Team Drives Testing
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/APIs
Marketing
Growth Team
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Building Core Growth Team
• Start with Growth Master (PM Growth)
• Add dedicated people to core as needed to hit tempo goals
• Core often includes designers, growth engineers, analysts…
• Execute High Tempo Testing Process
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Testing Drives Growth
• Day 1: No certainty about how you will grow
• More testing = More discovery
• Rapid testing across all vectors
AcquisitionReferralActivationRevenueRetentionResurrection
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High Tempo Testing: Twitter
0.5 tests/week 10 tests/weekSatya Patel – 2014 Agile Marketing Meetup
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Growth Team Needs Effective Process
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Unbridled Ideation
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Unbridled Ideation
• Build large backlog of ideas (my team 500+)
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Inputs for Growth Testing Ideas
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
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Prioritize Backlog
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Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
Keep general contributor ideas simple (no ICE)
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Compare Ideas by ICE Score
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Launch Tests
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Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)• Assign a project manager to each test• PM Growth assist in releasing each test
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Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
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Capture Learning
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Capture Learning Details
• Every test leads to learning• Organize learning for easy access
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Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
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Example Test – Related Posts
• Add related posts to article summary
• Hypothesis: More time on site
• Result: Hypothesis validated
…Article text…
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Another Example - oEmbed
• Data: Embeds = longer sessions
• Hypothesis: Same action = more embeds
• Result: 41% increase in embedded media
Slides
Videos
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Example Tests from Dropbox
Revenue test
Referral test
Retention/Revenue
test
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Sharing Landing Page
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Join GH Projects Private Betaat Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning