“Building an acquisition

marketing machine that

scales through insights”

Depesh Mandalia

Chief Marketing Toucanoo

@ DepeshM

www.toucanbox.com

action

Acquisition marketing 101

consumerMarketing

search

PR

social

Content

TV

Word of

mouth

£

$

%

click

buy

sign-up

share

Advertise & Sell

Think as a salesperson first,

Marketer second

“The Theory and Practice of Selling

the Aga Cooker.”

“ the best sales manual ever written ”

Deep product, consumer & market insights

Attack with a ready defence

Scientific testing and measuring

Common missing pieces

> Mission

> Insights

> Agility

Marketing>Paid

search

PR

Paid

social

Content

TV

Word of

mouth

Landing pages

1. Mission

Do you matter?

Starts with why and what

you’re marketing

- go beyond the how.

What

why

>

>

It’s not about the revenue

That’s your outcome

It’s about your purpose

your customer’s outcome

Mission Driven Marketing

Product +

Marketing

= growth

2 examples

“

… to be Earth’s most

customer-centric company,

where customers can find and

discover anything”

“

… to be Earth’s most

customer-centric company,

where customers can find and

discover anything”

“

To create a retail environment

that offers unbelievable value

and variety and satisfies

customers of every lifestyle”

“

To create a retail environment

that offers unbelievable value

and variety and satisfies

customers of every lifestyle”

Mission Driven Marketing

The purpose

The outcome

The Sizzle

* If you have a body, you’re an athlete

Marketing is more than just

Num13r$

CPC

CTR

CPA

CPM

ROI

CR %

Spend ATV

Customers care about

Outcome

3 examples of

mission-driven marketing

1:

Selling the emotion

2:

Selling the experience

3:

Selling the foreplay

2. Insights

Do you ever ask why?

Product & Customer insight

the foundation of growth

INSIGHTS

not data

9 example insights

to demonstrate what

marketers often neglect

Are you targeting the right

type of customer?

Pivot from parents to gifter

Long vs short-form sales?

What are your potential

customer’s concerns?

Customers are not alike

Why are customers not

transacting?

Funnels are a marketer’s BFF

segment funnels

interrogate funnels

Why are potential customers

exiting the details page?

Does tv drive direct marketing?

Are your customers,

advocates?

Is satisfaction uniform?

Are you attracting the right

customers?

NPS Bonus: Testimonials!

NPS Bonus: FB Lookalikes!

But… is this just cro?!

(conversion rate optimisation)

foundation for growth resides

in cro theory

3. Agility

Are you agile, lean and ready for growth?

Fail fast, fail often

Hypothesis

Prioritisation

Test

Outcomes

Example:

I believe by [_____]

[____] can increase [____]

Because [_________]

I believe by creating a landing page for each

FB audience type,

Conversion rate can increase

Because we can target mums, dads and

grandparents with relevant copy and

visuals and break down their key concerns

and barriers

Hypothesis

Prioritisation

Test

Outcomes

Questions

Play the %’s

Hypothesis

Prioritisation

Test (mvp)

Outcomes

Questions

MVP it

MVP:

create a landing page for mums

to specifically break down their key

concerns and barriers

Hypothesis

Prioritisation

Test (mvp)

Outcomes

Questions

PROCESS

Process:

create a landing page for mums

to specifically break down their key

concerns and barriers

Hypothesis

Prioritisation

Test (mvp)

Outcomes

Questions

Learnings

LEARN

Outcomes & learnings:

landing page for mums increased conversion rate on the

mum’s fb campaign by 20%. Do more lps for mums!

Next steps:

1. Try more variations of the mum’s lp

2. Test dad’s and grandparent’s lp

Hypothesis

Prioritisation

Test (mvp)

Outcomes

Questions

Learnings

GROWTH!

acquisition marketing machine:

keeps mission front

and centre

extensively uses

product & customer

insight

scales fast via agile

test and learn

Depesh Mandalia

Chief Marketing Toucanoo

@ DepeshM

www.toucanbox.com

The end.