Download - How to scale your growth - Boussias Conferences · Q1-2 2018 Foundation 1 Growth Marketer, 1 Designer Q3-4 2018 Advanced 1 Content Manager, 1 Social Media Manager, 1 Growth Marketer,

How to scale your growth

@2018 Recruitee BV. All Rights Reserved

Ferdinand Goetzen

recruit.ee/growth // recruitee.com

5 principles for leading growth


1. Don’t hack, scale!

2. Embrace growth

3. Adopt the mindset

4. Master the skills

5. Create value

Planning Growth


Growth Roadmap

Roadmap OKRs KPIs


Defining Growth


Branding

Lead Generation

Product Growth

Product Marketing

“


Always ask: How would this look if it were 10x? And 100x?

Growth Roadmap

Roadmap


Growth Roadmap

Foundation Professional Advanced Ideal


Q1-2 2018

Foundation

1 Growth Marketer, 1 Designer

Q3-4 2018 Advanced1 Content Manager, 1 Social Media Manager, 1 Growth Marketer, 1 Designer, 2-3 Freelancers

Professional1 Content Marketer, 1 Growth Marketer, 1 Designer, 1-2 Freelancers

Ideal1 Head of Content, 1 Social Media Manager, 2 Content Marketers, 1 SEO Specialist, 2-3 Designers

Q4 2019

Q2-3 2019

Roadmap Example: Hiring for Content


Q1-2 2018

Foundation

Basic tracking set up with GA & CRM, etc.

Q3-4 2018 Advanced

Event Tracking, Data Attribution, Qualitative Data, etc.

Professional

Conversion Tracking, Lead Scoring, Data Reporting, etc.

Ideal

Full Event Tracking, Advanced Data Attribution, Data Warehouse, etc

Q4 2019

Q2-3 2019

Roadmap Example: Data Tracking


Growth Roadmap

Roadmap OKRs


Objectives and key results (OKRs) is a framework for defining and tracking

objectives and their outcomes.

“


Growth Q3: Branding


70%Branding

Growth Q3: Product Growth


50%Product Growth

Growth Roadmap

Roadmap OKRs KPIs


Lead Generation

● Number of Leads● Convertibility of Leads● Value of Leads

Product Growth

● User Experience● User Loyalty● User Growth● User Retention

Branding

● Brand Reach● Brand Recognition● Brand Favorability

KPIs: Growth Goals

@2018 Recruitee BV. All Rights Reserved@2018 Recruitee BV. All Rights Reserved

Lead Generation

● MQLs (#)● SALs (#)● SQLs (#)● IQL → MQL (%)● MQL → SAL (%)● SAL → SQL (%)● MRRac (#)

Product Growth

● Trial → Paid (%)● Churn (%)● Renewal (%)● Expansion (%)● Positive Reviews (#)● NPS (/100)● Referrals (#, %)

Branding

● Website Traffic D/O (#) ● Reach/Impressions (#)● Backlinks (#)● Social Mentions (#)● Press & PR ● Survey Responses

KPIs: Growth Metrics


Choose one aspect of your marketing you want to improve.


● Email Automations

● Analytics

● Social Media

● Brand Reach

● Website CRO

● Product UX

● Content

● etc...

Choose one aspect of your marketing


Let’s create a roadmap


Create your roadmap for this aspect


1. Current (can be nothing)

2. Foundation

3. Professional

4. Advanced

5. Ideal

Now create OKRs for Q1 2019 to achieve your ‘foundation’ stage.


Based on one OKR, choose some KPIs to track.


Team


“It’s not the software that wins. It’s the

people. Find people that have a growth mindset.

Will Bunker, GXAcademy


Key Growth Skills


Tech

Content

Design

Data & Automation Branding

Growth Marketing

UI & UX

Social Media Manager

CGO Content Marketing Manager

Lead Growth Marketer

Product Marketing Manager

Growth Team


Visual Designer Business Developer Growth Marketer Events & PRManager

Business DeveloperVisual DesignerLead Growth

Marketer

Paid Traffic & CRO Team


Growth Marketer

Social Media ManagerVisual DesignerContent Marketing

Manager

Content Team


Growth MarketerEvents & PR

Manager

Content Marketing ManagerVisual DesignerProduct Marketing

Manager

Product Marketing Team


KPIs (Monthly)


Content TeamPaid Traffic & CRO

TeamProduct Marketing Team

● Team Lead (CMM)● KPIs (SEO, Blog, etc)● Weekly Meetings

● Team Lead (LGM)● KPIs (Ads, CRO, etc)● Weekly Meetings

● Team Lead (PMM)● KPIs (Comms, etc)● Weekly Meetings

Inter-Departmental Teams


Product Growth Market Expansion Branding

What’s next?


Head of Content Head of Growth Head of Business Development

Product Marketing Manager

Visual Designer Events & PR Manager

Localization Manager Content Jr Social Media Manager

Growth Marketer Growth Marketer

Graphic Designer

Business Developer

Business Developer Business Developer

Departments & the Funnel


Design your team


Defining Growth


Branding

Lead Generation

Product Growth

Product Marketing

Design your team


1. Map out an ideal team with only current people

2. Define the 3 main missing skills

3. Map out your next-level team

Process


The Process

Set Goal Ideate Prioritize Test


Analyze Scale

Idea Prioritization


Growth Sprint (Every 2 Weeks)


Experiment vs. Project (Smokescreen)


<500 Signups = FAIL

Experiments


Projects


“Extreme Ownership. Leaders must own

everything in their world. There is no one else to blame.”

Jocko Willink, Ex-Navy Seal & Author


FB Chatbot Experiment


TBD

Webinar Experiment


200+ signups, €2 CPL

MidWeekRead Experiment


8,000+ Subscribers

FB Lead Ads Experiment


TBD

Let’s design an experiment (or project)


Design an experiment

1. Choose 1 metric you want to improve

2. Write down 3 ideas for improving it

3. Prioritize your 3 ideas

(Urgency / Ease / Impact / Affordability / Scalability => X/5)

4. Detail the #1 idea

- Description

- Resources

- Timeframe

- Minimum Standard of Success


Questions?


Ferdinand Goetzen

recruit.ee/growth // recruitee.com

Download - How to scale your growth - Boussias Conferences · Q1-2 2018 Foundation 1 Growth Marketer, 1 Designer Q3-4 2018 Advanced 1 Content Manager, 1 Social Media Manager, 1 Growth Marketer,

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