steal from the startups: entrepreneur style growth tactics for big brands by kevin henrikson -...

Kevin Henrikson Partner Director Eng @ Microsoft

STARTUPS Entrepreneur Style Growth Tactics for Big Brands

STEAL FROM THE

William Sears Group Product Manager, LinkedIn

SPONSORED BY

Skin in the game

ROI is everything

You need a quota

3 Takeaways

•  Startups, Mobile, Growth •  Yahoo, VMware, Microsoft

Kevin Henrikson Partner Director Eng @ Microsoft

AdSense Products Referrals

#SEJSummit @KevinHenrikson

#SEJSummit @KevinHenrikson

LEARN WHAT DID I

It’s really easy to lose lots of money fast

Small tweaks - order of magnitude change

Find a need and users will come in droves

Affiliate or middle man marketing is hard!!

GAME SKIN IN THE

Would you spend your own money?

#SEJSummit @KevinHenrikson

Are you making smart bets?

#SEJSummit @KevinHenrikson

What is the penalty for bad bets? •  Sense of urgency to adjust /

correct.

#SEJSummit

@KevinHenrikson

Don’t be afraid to fail •  But fail fast and move on

#SEJSummit @KevinHenrikson

•  Web Sale

ROI IS EVERYTHING

Can’t manage what you don’t track

•  Determine goals and make sure to measure them

•  Think end-to-end you can’t know too much

#SEJSummit @KevinHenrikson

PPC is free •  If you are doing it right

#SEJSummit @KevinHenrikson

Positive ROI is like breathing •  If it stops you won’t survive

very long

#SEJSummit @KevinHenrikson

•  DAU Growth

QUOTA YOU NEED A

Marketing and growth should have a target

•  Learn from the best sales teams

•  Top down targets should be 2-3x of the actual target

#SEJSummit @KevinHenrikson

Manage each channel or strategy as a unit

•  Be aggressive and track each for maximum success

#SEJSummit @KevinHenrikson

Fail fast •  Make it easy to see when

any strategy is falling behind

#SEJSummit @KevinHenrikson

Skin in the game

ROI is everything

You need a quota

3 Takeaways

Kevin Henrikson Partner Director Eng @ Microsoft

@KevinHenrikson

Thank You!