Technical Marketing and Growth Hacking Low Hanging Fruit
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Transcript of Technical Marketing and Growth Hacking Low Hanging Fruit
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Technical Marketing and Growth Hacking low hanging fruit
David ArnouxHead of GrowthGrowthTribe
www.growthtribe.io
Twitter/Snapchat@growthtribe
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Takeru Kobayashi
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Takeru Kobayashi
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“If you’re growing a company today you
better learn to eat hot dogs fast...
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Startups
Students Full-time Academy
Full-time Academy
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HIGH GROWTH / HIGH POTENTIAL STARTUP
Increase Conversions Reduce CAC Find new
channels Change mindset Retention
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Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies
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Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies
Royal Family Workshops and consulting
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www.growthtribe.io
Don’t visit this website
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What’s On The Menu?
WTF is growth hacking anyway?
Deliciously low hanging fruits..
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Growth HackingGrowth Marketing
Technical MarketingGrowth
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
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What Is Growth Hacking?
Coding +Automation
CreativeMarketing
UX improvement
Conversion Rate Optimization
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The Brain Of A “Growth Hacker”
Place your screenshot here
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Udemy
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Story I hate...Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10
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Story I love...Paypal
Paypal
please
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Famous examples
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What do most of these have in common?
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What do these have in common?
Creative or
Sneaky(not sustainable)
Quite Technical
OPN(Other People’s
Network)
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Technical Marketing
Conversion Rate Optimization
GROWTHHACKING
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Today’s Marketer
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“Marketers should be held to the same level of quality as developers. We teach technical
growth skills.
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Can’t code… don’t worry
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Growth hackquisition
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2 Days30€
Unlimited leads
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Then what?
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Pre-heat the cold leads on Twitter and Linkedin
1 week+
$145
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Blockspring Playbook
InfiniteLeads :D
blockspring Clearbit API
Email Hunter API
Thanks Iggy van Lith
Twitter Custom
Audiences
Crystal Knows
DedicatedLanding Page
SALES $$$
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Sli.do Playbook
Python scriptProxy API Email
Course
Email Leads
(Or Tor)
0 email leads
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So how do we come up with these?
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
GROWTHHACKING
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OMTM
Hard + Soft data
P.I.E.SorB.R.A.S.S.
Experiment DocTime boxing
Cross-skilled teamsAgile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemizeor
Productize IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
Copy others + Go crazy
the GROWTH process
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Experiment based approach
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Hard data - Retention Charts
Are users coming back?What is the impact of our efforts on retained users?
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Hard data - Segmental Analysis
What behavioural segments are more valuable?Can we predict their behaviour?
Recency, Frequency, Monetary
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Soft data
why?
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
BehaviouralPsychology
UX improvement
Inspiration: @clarabuchanan
GROWTHHACKING
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CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
GROWTHHACKING
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OMTM
Hard + Soft data
P.I.E.SorB.R.A.S.S.
Experiment DocTime boxing
Cross-skilled teamsAgile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemizeor
Productize IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
Copy others + Go crazy
the GROWTH process
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“What to do when you’ve only got 3 months to make a difference?
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LOW HANGING FRUITS(that work 9/10 times)
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Low Hanging Fruit #1
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250-3000 Ads per day
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betalist.com
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BJ Fogg Model
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Negative aging: “Leave quick or stay long”
97% of people just f#$%ed off
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You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
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FAIL
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WIN
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You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
60% 20%
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www.usabilityhub.com
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Not much traffic and want to A/B test? Go big or go home..
Low Hanging Fruit #2
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Landing Page Optimization is for babies… Retention optimization is for
grown ups
Low Hanging Fruit #3
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Company A: 5 mio users/month80% monthly retention
Company B: 2 mio users/month95% monthly retention
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Company A: 5 mio users/month80% monthly retention
>> 25 million users
Company B: 2 mio users/month95% monthly retention
>> 34 million users
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But...
Retention takes forever to test..
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Early signal shitty longer term retention
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To optimize retention = Identify and optimize for the wow moment
Low Hanging Fruit #4
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The WOW moment
“Wow...this will improve my life”
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Famous wow moments
1-day retention
Put at least 1 file in a folder + see link
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.
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How to determine your wow moment?
Guess
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How to determine your wow moment?
Guess Collect Data(Hard and Soft)
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Use this template: growthtri.be/wow
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Watch a bunch of user recording videos at 4x speed
What did they do? What didn’t they do?
VS.
Retained Gone forever
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How to determine your wow moment?
Guess Ask a data scientist
Analyze by hand…then
guess
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Tip: How many steps to your “WOW”?
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How many steps to your “WOW”?
1. Reduce that number by 90%2. Segment the WOW
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Fruit #5
Flip the funnel..
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Flip the funnel
Acquisition
Activation(WOW)
Retention
Referral
Revenue
Awareness
Activation(WOW)
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition / Activation
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Fruit #6
Engineered marketing is quick and easy
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Hubspot Website Grader
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Online Dialogue Calculators
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Crew’s Case Study
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Crew’s Story
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https://crew.co/labs/
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grader.growthtribe.io
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grader.growthtribe.io
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Prediction..
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Prediction..
Machine learning will slowly automate 50% of marketer’s jobs
Learn to leverage them..
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If you’re here you should already have read these..
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And now read these...
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Tools Tools Tools
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Come Speak in Amsterdam
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growthtri.be/e-course
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Twitter@darnocks
LinkedinDavid Arnoux
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