Growth Hacking for B2B Marketing

Sean Ellis

CEO Qualaroo and Growthhacker.com

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Startups Are Desperate

• Aggressive targets, tight resources

• Traditional approach not realistic

• Had to think of something else…

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Growth Hacking

• Experiment with all available growth levers

• Understand what’s drives growth, test to improve

• Heavy focus on product and optimization

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Potential Growth Levers

• User-get-user

• Massive platforms

• Onboarding

• Product

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Engineer User-Get-User

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Leverage Massive Platforms

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Onboarding: Optimize for Habits

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Distribute Via Product Levers

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The Growth Team

• Multi-disciplinary

• Cross functional

• Evangelize growth culture

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“Growth team” complements existing marketing team

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Growth Hacking is Experiment Driven Marketing

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Goal: Increase Units of Gratification

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Experimentation Process

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1. Ideas

2.Prioritize

3.Test4.Analyze

5.Optimize

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Inspiration for Ideas

• Knowledge Sharing, Voice of Customer, Referral Data…

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Insights Help Prioritization

• Quantitative/Qualitative insights

• Understand what’s driving growth, double down.

• Prioritize high potential, high probability, low effort

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Dropbox Example

• Freemium reduced allowable CPA

• Natural advantages to grow with collaboration and sharing

• Catalyze sharing with double sided referral program

• Optimize conversions on sharing loops

• 300 million users with no traditional marketing

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10 Other Growth Engine Breakdowns

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Questions?

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Thank You.

Sean EllisCEO of Qualaroo

& GrowthHackers.com

Twitter: @seanellis

#predict2014