[PPT] - You need to think more. @annaqcheng Growth Marketing My name is PowerPoint Presentation

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@annaqcheng

You need to think more.

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@annaqcheng

My name is Anna Cheng. I do growth for Spaceship.

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@annaqcheng

1. What is the difference between growth

marketing and traditional marketing?

2. First principles of growth and how to think like a

growth marketer

3. Spaceship’s Viral Waitlist

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@annaqcheng

c

What’s the difference between growth marketing and traditional marketing?

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@annaqcheng

c

What’s the difference between growth marketing and traditional marketing?

CBF

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@annaqcheng

Growth Marketing vs Traditional Marketing

Traditional

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@annaqcheng

Traditional Growth

Growth Marketing vs Traditional Marketing

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@annaqcheng

Growth vs Marketing

In organizations where engineering is completely separate, technology tasks to support marketing are almost always de-prioritized.

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@annaqcheng

“You can’t sprinkle growth on top of the product as an afterthought. Product should be used as a vehicle for growth, driven by data.”

Anna’s growth philosophy

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@annaqcheng

To be successful in growth, you need to know how to think.

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@annaqcheng

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@annaqcheng

Start your thinking or reasoning with the most essential facts.

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@annaqcheng

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@annaqcheng

Don’t underestimate how much time you need to be spending on the fundamentals.

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Fail. Often. With your eyes open.

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@annaqcheng

Prioritising: PIE Scoring

Tools to use for tracking the process

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@annaqcheng

Doing: Kanban Board

Tools to use for tracking the process

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@annaqcheng

Tracking

Tools to use for tracking the process

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@annaqcheng

The Lean Startup - Eric Ries The Checklist Manifesto - Atul Gawande

Books to read to learn more:

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@annaqcheng

Where did I even start?

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@annaqcheng

Where did I even start? Understand your customers

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Prime yourself to think about people

Creating simple customer personas will help you know which features to build/test to acquire and retain more users, rather than guessing and wasting marketing money.

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Hubspot Customer Persona Template

BACKGROUND:

Basic details about persona’s role
Key information about the persona’s company
Relevant background info, like education or hobbies

DEMOGRAPHICS:

Gender
Age Range
HH Income (Consider a spouse’s income, if relevant)
Urbanicity (Is your persona urban, suburban, or rural?)

IDENTIFIERS:

Buzz words, mannerisms

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Hubspot Customer Persona Template

GOALS:

Persona’s primary goal
Persona’s secondary goal

CHALLENGES:

Primary challenge to persona’s success
Secondary challenge to persona’s success

HOW WE HELP:

How you solve your persona’s challenges
How you help your persona achieve goals

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Hubspot Customer Persona Template

REAL QUOTES:

Include a few real quotes – taken during your

interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS:

Identify the most common objections your persona

will raise during the sales process.

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Hubspot Customer Persona Template

MARKETING MESSAGING:

How should you describe your solution to your

persona? ELEVATOR PITCH:

Make describing your solution simple and

consistent across everyone in your company.

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@annaqcheng

Don’t try to scale this process if you’re not at scale.

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@annaqcheng

Talk to your customers in their language, not yours.

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Test and track each step of your growth funnel

Growth

They hear about us We have their attention. (ie. Signup) They’ve tried the product. We’ve delivered value. They stuck around/they’re coming back for more. We’ve extracted some value for ourselves $$ Happy customers invite others

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Test and track each step of your growth funnel

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Acquisition: Get them interested

Ba

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Bullseye is a framework that lets you ideate and prioritise your growth initiatives. It also helps you track what channels you’ve tested, results and new ideas. Book to read on this: Traction: A Startup Guide to Getting Customers by Gabriel Weinberg

The Bullseye Framework

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Bullseye: 19 channels for traction

1. Viral Marketing: Incentivizing your customers to refer other customers. 2. Targeting Blogs: Target the blogs your prospective customers are reading. 3. Publicity: Getting your name out there via news outlets, magazines, TV, etc. 4. Unconventional PR: Publicity stunts, self published media. 5. Search Engine Marketing: Placing advertisements on search engines. 6. Social and Display Ads: Advertisements on social media and other websites. 7. Offline Ads: Newspapers, billboards, direct mail, etc. 8. Search Engine Optimisation: Using keywords & content to attract traffic to your website. 9. Content Marketing: Writing blogs and articles to gain a loyal following. 10. Email Marketing: Emails! 11. Engineering as Marketing: Making useful tools that expose customers to you. 12. Business Development: Making strategic, mutually beneficial connections. 13. Sales: Just what it sounds like. Push. 14. Affiliate Programs: Paying a person or company to get sales or leads. 15. Existing Platforms: Facebook, Twitter, Snapchat, earned audience 16. Trade Shows: Great for fostering interactions between vendors and prospects. 17. Offline Events: Helps to attract customers to one place. 18. Speaking Engagements: One effective pitch can make a world of difference. 19. Community Building: Investing in connections among your customers.

*Lifted this from: http://blog.sticksnleaves.com/2016/01/28/early-marketing-the-bullseye-method/

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The Bullseye Framework

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Channel example: Virality

Your users and customers bring you new users and customers without you having to advertise or

market to those users via: ○ Word of mouth: Users and customers organically tell their friends about you ○ Inherent virality: User value increases when their friends sign-up (e.g. LinkedIn, Whatsapp) ○ Collaboration: Products benefit from having other users on them you can work with (Trello) ○ Communication: The product is meant for communicating so you need the people you communicate with to use it (Slack) ○ Incentives: Your users can earn rewards by getting their friends to sign up (Airbnb) ○ Embedding: Your product can be embedded on other people’s sites, so new users are exposed to it (Youtube) You’re trying to achieve viral loops.

Source: Zapier

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