[WMD2016] GrowthHackers >> Sean Ellis "Make your marketing team agile or die"
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Sean Ellis (Founder & CEO, GrowthHackers)
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[WMD2016] GrowthHackers >> Sean Ellis "Make your marketing team agile or die"
- 1. Marketers - Get Agile or Die! Agility is the Key to Driving Rapid, Sustainable Growth WMD.co - Nov 4, 2016
- 2. Growth Requires Very Agile Team โขโฏ New channel opportunities emerge every day โขโฏ Shelf life for proven tactics getting shorter โขโฏ Teams must become more agile to seize opportunities By James Currier
- 3. Hard to Stay Agile as Team Grows Small Agile Team Large Team Less Agile
- 4. Scaling Growth: Company Wide E๏ฌort Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral Marketing PR Support Success biz dev
- 5. Growth Team is Cross Functional Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral Marketing PR Support Success biz dev Growth Team
- 6. Challenge Keeping Team on Same Page โขโฏ Team canโt keep up with changing objectives โขโฏ E๏ฌort gets wasted as team is out of sync โขโฏ Leader too busy managing vs. ๏ฌnding leverage
- 7. Poll question What is the biggest hurdle preventing your marketing team from being more agile? โโฏ Not committed to running 3+ tests per week โโฏ Not focusing testing e๏ฌorts on the highest leverage opportunities โโฏ Team not in sync around testing goals and results
- 8. Solution: Start by Finding Leverage Finding Leverage at LogMeIn โขโฏ Tried to build channels but couldnโt scale beyond $10K/month โขโฏ Analysis revealed that โactivationโ friction blocked most new users โขโฏ Fixed friction, same channels then pro๏ฌtably scaled 100X Today $2.5B Mkt Cap
- 9. Speci๏ฌc Test Example LogMeIn Issue and Test โขโฏ 200,000 new visits per day through a channel โขโฏ 10% signup (20,000 new signups) โขโฏ 90% dropo๏ฌ at download step Asked: โWhy did you signup and not download?โ
- 10. Manage Process in Weekly Meeting โขโฏ Keeps everyone pulling in same direction. โขโฏ Weekly discussion areas* โโฏ De๏ฌne high leverage objectives โโฏ Progress against speci๏ฌc objectives & overall KPIs โโฏ Execute growth process * Avoid brainstorming
- 11. High Tempo Testing Growth Process Analyze Objective Ideas Prioritize Test
- 12. Analyze Your Growth Model Relationship between variables that move your North Star Metric โขโฏ Acquisitio - Sources and motivation to try โขโฏ Ac - Aha moment โขโฏ - โMust haveโ experience โขโฏ - User-get-user loops Acquisition Activation Retention Referral
- 13. Example: LinkedIn Growth Model* SEO Intโl expansion Invites (Aha Moment) Create pro๏ฌle, 4+ connections Stay connected with work people (North Star Metric) Pro๏ฌle connections Acquisition Activation Retention Referral Revenue Invites *simpli๏ฌed (Core Value)
- 14. Set Objective based on Leverage Analyze Objective Ideas Prioritize Test
- 15. Analysis Doesnโt Drive Growthโฆ Twitter boosts testing tempo 20X GH boosts testing tempo 10X Testing Drives Growth!
- 16. Focus Testing on Right Objectives โขโฏ Key executives debate highest leverage growth opportunities (using data and research) โขโฏ De๏ฌne key objectives (14 โ 45 days) โขโฏ Identify primary metric โโฏ Baseline metric โโฏ Goal for the metric (absolute and percentage) โขโฏ Start date/end date
- 18. Generate Ideas Based On Objective Analyze Objective Ideas Prioritize Test
- 19. Organize Ideas as Experiment Doc โขโฏ Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Con๏ฌdence E - Ease
- 21. Prioritize by Objective and ICE Filter to objective Sort by ICE score
- 23. Launch Tests
- 25. Analyze & Organize Results
- 27. Key Takeaways 1.โฏ Sustaining growth requires a very agile team. 2.โฏ Find leverage to improve your testing impact. 3.โฏ Use weekly meeting to manage you growth process and progress against key objectives.