[u&i summit 2017] skurt >> everette taylor "fueling growth through emotional...

#GROWTH101

Everette Taylor @everette

Growth Background● Serial entrepreneur (4x founder/co-founder - sold 1st company at 21)● 12 years of marketing experience (MFST, Sticker Mule, Qualaroo, etc) ● Started GrowthHackers.com w/ Sean Ellis (coined “growth hacking”)● Co-authored Startup Growth Engines (#1 on Amazon in “Startups’)● Currently leading marketing/growth @ Skurt● Grown social media audience approaching half a million people. ● Recently founded Instagram growth service GrowthPup.


Return on Investment (ROI) = #1 Way to Measure Marketing

Effectiveness


Financial ROI is important.

ROI on time is INVALUABLE.


Big component of growth hacking (marketing) is using your time, money, resources and talent wisely.

Also the ability to establish a growth process in which you can predict and measure the effectiveness of your experiment’s ROI.


“A focus on understanding your users and how they discover and adopt your products, [so] you can build

features that help you acquire and retain more users, rather than just spending marketing dollars” - Josh Elman


Or in other words, lean, smart data-driven marketing with great ROI. “Growth hacking” is

just a buzzword.

There is NO such thing as a silver bullet.


Before you waste anytime with any growth experiments, ask yourself:

Do I have product/market fit?


“Focus obsessively on getting to product/market fit. Do whatever is required to get to product/market fit. Including changing out people, rewriting your product, moving into a different market, telling customers no when you don’t want

to, telling customers yes when you don’t want to…” - Marc Andreesen


Four of us wolves, running around Silicon Valley together, looking for user

acquisition and retention.

Building Your Growth Team


Lack of Diversity STUNTS GROWTH


Characteristics of a Growth Team Member

1. Data and Impact Driven2. Emotionally Intelligent & Diverse Thinker3. Voracious Learner 4. Relentless & Resilient to Failure5. T-Shaped Marketer


Growth Process =

Continuous rapid data-driven growth experiments while keeping

track of wins and losses. Everette Taylor @everette

Let’s Talk About Data….1. Know the metric you’re trying to improve.

2. Use data to find leverage points and

double down. 3. Identify influencing behaviors and

replicate the positive ones.4. Constantly analyze data and optimize

but…5. Don’t let data stagnate your ability to

think outside of the box. Everette Taylor @everette

GROWTH IS A TEAM SPORT

Growth is not just an initiative, it should be company culture.

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