Building and scaling an acquisition marketing machine - seedcamp sept 2016
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Startup marketing tips to drive short and long term growth.
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Building and scaling an acquisition marketing machine - seedcamp sept 2016
- 1. “Building an acquisition marketing machine that scales through insights”
- 2. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com
- 3. action Acquisition marketing 101 consumerMarketing search PR social Content TV Word of mouth £ $ % click buy sign-up share
- 4. Advertise & Sell Think as a salesperson first, Marketer second
- 5. “The Theory and Practice of Selling the Aga Cooker.” “ the best sales manual ever written ”
- 6. Deep product, consumer & market insights Attack with a ready defence Scientific testing and measuring
- 7. Common missing pieces > Mission > Insights > Agility Marketing >Paid search PR Paid social Content TV Word of mouth Landing pages
- 8. 1. Mission Do you matter?
- 9. Starts with why and what you’re marketing - go beyond the how.
- 11. What why > >
- 12. It’s not about the revenue That’s your outcome
- 13. It’s about your purpose your customer’s outcome
- 14. Mission Driven Marketing Product + Marketing = growth
- 15. 2 examples
- 16. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”
- 17. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”
- 18. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”
- 19. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”
- 20. Mission Driven Marketing The purpose The outcome The Sizzle
- 22. * If you have a body, you’re an athlete
- 24. Marketing is more than just Num13r$ CPC CTR CPA CPM ROI CR % Spend ATV
- 27. 3 examples of mission-driven marketing
- 31. 2. Insights Do you ever ask why?
- 32. Product & Customer insight the foundation of growth
- 34. 9 example insights to demonstrate what marketers often neglect
- 35. Are you targeting the right type of customer?
- 36. Pivot from parents to gifter
- 37. Long vs short-form sales?
- 39. What are your potential customer’s concerns?
- 40. Customers are not alike
- 41. Why are customers not transacting?
- 42. Funnels are a marketer’s BFF
- 44. segment funnels
- 47. Why are potential customers exiting the details page?
- 49. Does tv drive direct marketing?
- 56. Are you attracting the right customers?
- 61. NPS Bonus: FB Lookalikes!
- 63. But… is this just cro?! (conversion rate optimisation) foundation for growth resides in cro theory
- 64. 3. Agility Are you agile, lean and ready for growth?
- 65. Fail fast, fail often
- 67. Example: I believe by [_____] [____] can increase [____] Because [_________]
- 68. 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
- 71. MVP: create a landing page for mums to specifically break down their key concerns and barriers
- 73. Process: create a landing page for mums to specifically break down their key concerns and barriers
- 75. 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
- 77. acquisition marketing machine: keeps mission front and centre extensively uses product & customer insight scales fast via agile test and learn
- 78. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com The end.