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  • How to scale your growth

    @2018 Recruitee BV. All Rights Reserved

    Ferdinand Goetzen

    recruit.ee/growth // recruitee.com

  • 5 principles for leading growth

    @2018 Recruitee BV. All Rights Reserved

    1. Don’t hack, scale!

    2. Embrace growth

    3. Adopt the mindset

    4. Master the skills

    5. Create value

  • Planning Growth

    @2018 Recruitee BV. All Rights Reserved

  • Growth Roadmap

    Roadmap OKRs KPIs

    @2018 Recruitee BV. All Rights Reserved

  • Defining Growth

    @2018 Recruitee BV. All Rights Reserved

    Branding

    Lead Generation

    Product Growth

    Product Marketing

  • @2018 Recruitee BV. All Rights Reserved

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

  • Growth Roadmap

    Roadmap

    @2018 Recruitee BV. All Rights Reserved

  • Growth Roadmap

    Foundation Professional Advanced Ideal

    @2018 Recruitee BV. All Rights Reserved

  • Q1-2 2018

    Foundation

    1 Growth Marketer, 1 Designer

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

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

    Ideal 1 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

    @2018 Recruitee BV. All Rights Reserved

  • 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

    @2018 Recruitee BV. All Rights Reserved

  • Growth Roadmap

    Roadmap OKRs

    @2018 Recruitee BV. All Rights Reserved

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

    objectives and their outcomes.

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  • Growth Q3: Branding

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    70% Branding

  • Growth Q3: Product Growth

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    50% Product Growth

  • Growth Roadmap

    Roadmap OKRs KPIs

    @2018 Recruitee BV. All Rights Reserved

  • 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 [email protected] 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

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

  • Choose one aspect of your marketing you want to improve.

    @2018 Recruitee BV. All Rights Reserved

  • ● Email Automations

    ● Analytics

    ● Social Media

    ● Brand Reach

    ● Website CRO

    ● Product UX

    ● Content

    ● etc...

    Choose one aspect of your marketing

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  • Let’s create a roadmap

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  • Create your roadmap for this aspect

    @2018 Recruitee BV. All Rights Reserved

    1. Current (can be nothing)

    2. Foundation

    3. Professional

    4. Advanced

    5. Ideal

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

    @2018 Recruitee BV. All Rights Reserved

  • Based on one OKR, choose some KPIs to track.

    @2018 Recruitee BV. All Rights Reserved

  • Team

    @2018 Recruitee BV. All Rights Reserved

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

    people. Find people that have a growth mindset.

    Will Bunker, GXAcademy

    @2018 Recruitee BV. All Rights Reserved

  • Key Growth Skills

    @2018 Recruitee BV. All Rights Reserved

    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

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

    Visual Designer Business Developer Growth Marketer Events & PRManager

  • Business DeveloperVisual Designer

    Lead Growth Marketer

    Paid Traffic & CRO Team

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

    Growth Marketer

  • Social Media ManagerVisual Designer

    Content Marketing Manager

    Content Team

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

    Growth Marketer Events & PR

    Manager

  • Content Marketing ManagerVisual Designer

    Product Marketing Manager

    Product Marketing Team

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

  • KPIs (Monthly)

    @2018 Recruitee BV. All Rights Reserved

    Content Team Paid Traffic & CRO Team Product 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

    @2018 Recruitee BV. All Rights Reserved

    Product Growth Market Expansion Branding

  • What’s next?

    @2018 Recruitee BV. All Rights [email protected] Recruitee BV. All Rights Reserved

    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

    @2018 Recruitee BV. All Rights Reserved

  • Design your team

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  • Defining Growth

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    Branding

    Lead Generation

    Product Growth

    Product Marketing

  • Design your team

    @2018 Recruitee BV. All Rights Reserved

    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

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  • The Process

    Set Goal Ideate Prioritize Test

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    Analyze Scale

  • Idea Prioritization

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  • Growth Sprint (Every 2 Weeks)

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  • Experiment vs. Project (Smokescreen)

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  • Experiments

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  • Projects

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  • “ Extreme Ownership. Leaders must own

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

    Jocko Willink, Ex-Navy Seal & Author

    @2018 Recruitee BV. All Rights Reserved

  • FB Chatbot Experiment

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    TBD

  • Webinar Experiment

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    200+ signups, €2 CPL

  • MidWeekRead Experiment

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    8,000+ Subscribers

  • FB Lead Ads Experiment

    @2018 Recruitee BV. All Rights Reserved

    TBD

  • Let’s design an experiment (or project)

    @2018 Recruitee BV. All Rights Reserved

  • 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

    -