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Growth Marketing Process and Skills :
A Playbook
Growth Marketing Skills and ProcessDavid ArnouxHead of GrowthGrowth Tribe
www.growthtribe.io
Twitter/Snapchat@growthtribe
Growth Tribe Philosophy
Growth comes from rapid testing, the right
toolset and skillset..
Growth Tribe Philosophy
Marketers should be held to the same level of quality as
developers..
Corporates
Classes
3-Month Academy
5-Month Growth Programme
Startups
6 Week Evening Course
On-Site
Scale-Ups
Young Professionals
In-House
2 Day Crash Course
Corporates
Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
The Mindset Of A “Growth Hacker”
Place your screenshot here
Takeru Kobayashi
Takeru Kobayashi
“If you’re growing a company today you
better learn to eat hot dogs fast...
Famous examples
Why are Growth Teams Taking Over The World?
Place your screenshot here
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank
“Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure
"Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
250-3000 Ads per day
betalist.com
Consumer’s bullshit radars are up
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially
Viral Channel Effectiveness
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial
ouch
Source: Andrew Chen’s Blog
Growth Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
MarketingTeams
GrowthTeams
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. It’s all about ROI and Speed >> Find out what works... fast
The skillset of a the growth marketer
Source: Rob Moffat
Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
Growth Process
Adaptable(Across all companies
cultures and departments)
Expandable(Can grow along with
the company)
Easy to implement
(Minimal learning curve)
Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
CreativeMarketing
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
GROWTH TEAMS
Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights
Growth Marketing Transformation Pyramid
MINDSET =(Organisational Change a.k.a “transformation, Leadership alignment)
PROCESS =(Agile, Experimentation, Removing 9 Blockers)
PEOPLE =(Team composition, Skills Training,Experiment design, strategy)
TACTICS =(Implementation, strategy, tools, best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS
Low Hanging Fruit
Place your screenshot here
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Engineered Marketing
Building small tools and resources that attract
customers and don't feel like marketing
The Next Closet - Will it fit
Creating Bots
Creating Bots
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Negative aging: “Leave quick or stay long”
97% of people just left
You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
15%
10%
55%
75%
30%
75%
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
“The WOW moment
= Early signal of longer term retention
How many steps to your “WOW”?
Reduce that number by 90%
Small tip….
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition / Activation
Total cost of experiment (excl. Fb ads):
Subscription to Unbounce = €99/mSubscription to Typeform = €30/mFacebook ads leads = €5-8/lead
+ Labour Cost
First ‘sale’ in day 1 of putting experiment live(usually 1-2 months/sale)
1 person, 2 Days
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
The skillset of a growth hacker
The Growth TEAM
Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights
Growth Tribe Philosophy
It’s never been a more scary and exciting time to grow
companies
Corporates
Classes
3-Month Academy
5-Month Growth Programme
Startups
6 Week Evening Course
On-Site
Scale-Ups
Young Professionals
In-House
2 Day Crash Course
Corporates
Video: grow.ac/grows
Read these!!!