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Growth Hacking for Agile Marketing Meetup
- 2. Distribution via Continuous Improvement Feedback Loops Growth Hacking for the Agile Marketing Meetup Paul Willard, Atlassian CMO • 11/27/2012
- 3. Me • Boeing Engineer • 7 years writing code • Learned Japanese manufacturing concepts Marketing Growth Development Hacking • Product Management • Customer acquisition products • A/B testing
- 4. Distribution • Startups need technology, product, and distribution • Many fail on distribution • Myth: If you build it, they will come • Fact: The best distribution won
- 5. Unicorns & Viral Supernovas • Most products do not have a target market of everyone • Nuclear chain reactions & explosive virality are difficult to achieve without concentration • Virality should not be THE plan
- 6. Learn to Fail • Most ideas will not work • Don’t invest too much in any one idea – no epic fails • Planned failure - fast, cheap
- 7. Change – The Only Constant Birth and death timeline instead? • New media, channels, and platforms come and go quickly • Social, mobile, tablet, Pinterest, Groupon • AOL, Yahoo, MySpace, Display, Palm Pre, BlackBerry, Meebo, hotmail, del.icio.us . . . • Tech know how and flexibility needed to apply new sources, data, API’s
- 8. The Only Charts You Need Acquisition Exponential Cohort Curves Lifetime Value ($) Customers Month Months as Customer
- 9. The Growth Machine • Test quick, cheap, and dirty • Released vs polished • Front end flexibility • Standardize reporting • Measure LTV • Conversion is not good enough • Model it from twitchy data
- 10. Feedback Loops • Acquisition exponential • Eyeballs • Conversion Funnel • Never stop what is working, be incremental & relentless
- 11. Kanban Team • Prioritize releasing • Cadence - 2 / person week • Drop things that don’t work • Put more into things that do • 2 Backlogs • New eyeballs to product • Conversion A/B testing
- 12. How much should I spend? • 12 month break even Allowable • Conservative Lifetime Value ($) • Estimating is ok • Virality • Model LTV for each channel or even campaign Months as Customer
- 13. A/B Testing - A Practical Guide • Hypothesis Testing Equation • Myth: A vs B, best one wins • Reality: Look at distribution, segmentation, learn about the market, and dream up C • Conversion = Desire - Friction
- 14. Desire • Behavioral design: Read Cialdini, Dan Ariely, Nir Ayal • Examples • Headlines • An authentic solution • Ask customer what they want
- 15. Friction • UX testing useful for friction • Minimize ambiguity through good design • Speed • Call to action - placement, color, shape • Grouping, contrast, IA
- 16. Product as Designer Drug • Get your market hooked • Their fix = problem solved • Eliminate all friction • Test conversion to “fix” • Qualitative methods
- 17. Cohorts • Do not A/B test your core Test impact on LTV repeat usage product • UX testing to show problems Lifetime Value ($) • Offer beta - to a subpop • Test newsletters, cross-sell/up- sell messaging, tutorials, first time user flows, etc • Find twitchy measures of Months as Customer success