You Can't Growth Hack Your Way to Success

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It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.

Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

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  • @Dave Vranicar Thanks for the kind words! Really appreciate it.
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  • Kyle, I'm so sorry I missed this presentation at #INBOUND16. I somehow missed it on the list of sessions. I think your message is very important, and I plan to borrow your ideas (with proper credit, of course). I wish I had met you there. I love the work you and your team do at OpenView.
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  • @Thomas Carney - many different things. Primarily... that the customer experience is spread out over too many teams or the company doesn't focus enough on the overall experience. It could also be they haven't done the work to understand it.
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  • If 73% of companies consider UX a top priority and yet only 1% actually deliver on that, what does that tell you?
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You Can't Growth Hack Your Way to Success

  1. #INBOUND16@KYLEPLACY YOU CAN’T GROWTH HACK YOUR WAY TO SUCCESS Double-digit growth with real strategy instead of growth hacking your way to oblivion. Kyle Lacy, OpenView
  2. #INBOUND16@KYLEPLACY We must understand change.
  3. #INBOUND16@KYLEPLACY Industrial Revolution 1760-1840 Information Revolution 1950-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality
  4. #INBOUND16@KYLEPLACY
  5. #INBOUND16@KYLEPLACY What the hell is happening?
  6. #INBOUND16@KYLEPLACY MOBILITY COMPLETELY CHANGED THE GAME CURRENT DISRUPTION
  7. #INBOUND16@KYLEPLACY 7
  8. #INBOUND16@KYLEPLACY Day in the Life of a Mobile User Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Worldwide 33 12 3 4 hours Facebook WhatsApp Chrome
  9. #INBOUND16@KYLEPLACY Every customer is a consumer first.
  10. #INBOUND16@KYLEPLACY And the consumer experience is seamless.
  11. #INBOUND16@KYLEPLACY
  12. #INBOUND16@KYLEPLACY SMART MACHINES ARE HERE TO STAY FUTURE DISRUPTION
  13. #INBOUND16@KYLEPLACY 13
  14. #INBOUND16@KYLEPLACY 14
  15. #INBOUND16@KYLEPLACY 15
  16. #INBOUND16@KYLEPLACY 16
  17. #INBOUND16@KYLEPLACY 17
  18. #INBOUND16@KYLEPLACY Have no fear.
  19. #INBOUND16@KYLEPLACY We don’t survive.
  20. #INBOUND16@KYLEPLACY We evolve.
  21. #INBOUND16@KYLEPLACY THE 4 PS TO BUILDING SUSTAINABLE GROWTH Ignore all this growth hacking crap.
  22. #INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
  23. #INBOUND16@KYLEPLACY PEOPLE Do you have the right people? Hire for aptitude, attitude and agility.
  24. #INBOUND16@KYLEPLACY
  25. #INBOUND16@KYLEPLACY Is your team organized to win in the digital environment?
  26. #INBOUND16@KYLEPLACY ACQUISITION CONVERSION BRAND Content PR Brand Enablement Corporate Comms Creative Events Digital Traditional Ads Field Managers Operations Automation Personas/Strategy Messaging Sales Enablement Training Retention
  27. #INBOUND16@KYLEPLACY The marketing team of the future…
  28. #INBOUND16@KYLEPLACY Controls every aspect of the customer experience.
  29. #INBOUND16@KYLEPLACY PERSONA Do you know your customer? Do you understand their behavior, motivations, goals and demographics?
  30. #INBOUND16@KYLEPLACY PERSONA a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
  31. #INBOUND16@KYLEPLACY PROCESS How does your team operate and optimize for product, pricing, promotions and channels?
  32. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #1 Your UXperience matters.
  33. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Get the experience right and your product will sell itself.
  34. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Or your customers will sell it for you.
  35. #INBOUND16@KYLEPLACY 37
  36. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 73% of companies consider user experience a top priority Source: Forrester Research, Forrester’s CX Index
  37. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 1% actually deliver an excellent experience Source: Forrester Research, Forrester’s CX Index
  38. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Source: UserTesting.com
  39. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PROCESS TIP #2 It’s not content marketing. It’s thought-leadership.
  40. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Thought-leadership is not about you.
  41. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY It starts and ends with your customer.
  42. #INBOUND16@KYLEPLACY 4 Types of Thought Leadership EXPERIENTIAL CONSUMER PEER BENCHMARK
  43. #INBOUND16@KYLEPLACY Experiential Thought-Leadership Understand the customer journey.
  44. #INBOUND16@KYLEPLACY Experiential Thought-Leadership Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
  45. #INBOUND16@KYLEPLACY Consumer Thought-Leadership Understand trends in consumer behavior
  46. #INBOUND16@KYLEPLACY Peer Thought-Leadership Let your prospects and customers compare against each other.
  47. #INBOUND16@KYLEPLACY Peer Thought-Leadership
  48. #INBOUND16@KYLEPLACY Benchmark Thought-Leadership Your data is your only differentiator.
  49. #INBOUND16@KYLEPLACY PERFORMANCE Do you have the system in place to track and evolve?
  50. #INBOUND16@KYLEPLACY “WE MUST MOVE FROM NUMBERS KEEPING SCORE TO NUMBERS THAT DRIVE BETTER ACTIONS.” David Walmsley
  51. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #1 Data is life.
  52. #INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  53. #INBOUND16@KYLEPLACY EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  54. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY 70% of technology implementations fail because of bad data. Source: Forrester Research
  55. #INBOUND16@KYLEPLACY 1. Database cleansing should be top priority 2. Do you have someone focused on data management? 3. Get your team off spreadsheets 4. One system of record for the entire company 5. Get your team off spreadsheets 6. Get your team off spreadsheets How do you efficiently manage data?
  56. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #2 Better goal tracking leads to better results.
  57. #INBOUND16@KYLEPLACY My Primary Stack Data / AutomationCRMGoal / Project Management
  58. #INBOUND16@KYLEPLACY
  59. #INBOUND16@KYLEPLACY
  60. #INBOUND16@KYLEPLACY
  61. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY PERFORMANCE TIP #3 Die engagement metrics! Long live unit economics.
  62. @KYLEPLACY@KYLEPLACY #INBOUND16@KYLEPLACY Marketing should function like an ecommerce company.
  63. #INBOUND16@KYLEPLACY • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel • Conversion Rate Engagement Metrics Are Important BUT SECONDARY
  64. #INBOUND16@KYLEPLACY UNIT ECONOMICS ARE IMPORTANT TO UNDERSTAND
  65. #INBOUND16@KYLEPLACY UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
  66. #INBOUND16@KYLEPLACY CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
  67. #INBOUND16@KYLEPLACY LIFETIME VALUE (LTV) The amount of revenue a single user generated during the entire duration of their usage of your service.
  68. #INBOUND16@KYLEPLACY KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO…
  69. #INBOUND16@KYLEPLACY PEOPLE PERSONA PERFORMANCE PROGRAMS
  70. #INBOUND16@KYLEPLACY We believe providing (individual) with this (service) will result in this (outcome). We will know this when we see (measureable result). @JimKalbach
  71. #INBOUND16@KYLEPLACY Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

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