david arnoux | growth tribe

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?

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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

academy@growthtribe.nl

Courses + Corporate Academy

growthtribe.io

Video: grow.ac/grows

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