You always hear about the "Overnight Success Stories" but how is this actually achieved? Often it is the result of many years of hard work. Digital Marketing can be very challenging - in particular because of the scarce resources for early stage founders. Be it money, time or talented people. In this presentation, Luis Hanemann explains the essentials that every founder should know to accelerate their business through best practices and growth strategies that startups can use to pass their solution on to the consumer. From his more than 15 years of experience in digital marketing, Luis Hanemann shares insights behind the scenes of many successful startups like Zalando, Farfetch & Co., which he accompanied during his work at e.ventures and Rocket Internet. Luis Hanemann is Partner of the global venture capital fund e.ventures and a Founding Partner of the digital marketing agency Trust Agents. Luis looks back on over 15 years of experience in the field of startup & digital marketing and, among other positions, as Rocket Internet’s Chief Marketing Officer where he was in charge of the global marketing strategy. Organised by The Family (www.thefamily.co). Follow our events in Paris (https://www.meetup.com/TheFamilyMeetupsParis) and Berlin (https://www.meetup.com/TheFamilyBerlin/).

1. 1
The Pillars Of Growth.
Advice From A Practitioner.
#StartupMarketing #GrowthHacking #askLuisHanemann #eventureseffect

2. 2
Luis Hanemann
• Partner of the VC e.ventures
• Founder of the Online Marketing Agency Trust Agents
• Ex-CMO of the Incubator Rocket Internet
• Husband & Father
ABOUT ME

3. 3
SUCCESS STORIES
2013 2014
Luis Hanemann | @LuisHanemann | www.eventures.vc

4. 4
THREE PILLARS OF GROWTH
TOOLS01 STRATEGY02 03PEOPLE
Executing
experiment- and
data-driven
marketing.
Giving focus to
growth and the
conceptual
framework.
Supporting and
speeding up the
initiatives.
Luis Hanemann | @LuisHanemann | www.eventures.vc

5. 5
PEOPLE
Identifying effective and efficient ways
through experimentation. Executing
temporary and long-term opportunities.
Growth focus.
Analytical and technical mindset.
Curiosity.
Ability to execute.
Addicted to metrics.
Events.
Performance marketing environment.
Network.
Direct search.
Luis Hanemann | @LuisHanemann | www.eventures.vc

6. 6
STRATEGY
Directing people and tools to achieve
overall aim. Figuring out the how.
Involving the people.
Method for running experiments.
System for tracking and reporting growth
metrics.
Outside-in perspective.
Overall direction.
Fit resources and opportunities.
Minimizing barriers.
Advancing goal.
Luis Hanemann | @LuisHanemann | www.eventures.vc

7. 7
TOOLS
Empowering rapid experimentation.
Improving acquisition and conversion
funnels.
Increasing productivity.
Reducing operating costs.
Helping scale.
Resources incl. manpower and spend.
Requirements.
Industry.
Account & data size.
ROI.
Integration & Integrity.Luis Hanemann | @LuisHanemann | www.eventures.vc

8. 8
Prioritize & leverage existing
strengths
Data and funnels set the priorities. Find
out your specific leverage.
Testing
Execute experiments based on
hypotheses. Utilize A/B tests.
Analyzing &
Optimizing
Learn from success
and failure. Adjust
strategy based on the
results.
Growth Metrics
Define actionable goals and set
the focus on the right metrics.
Measuring
Implement analytics to
track and report your
metrics and understand
your customers.
Iterating
Repeat the optimized version of the
experiments and move through all steps again.
GROWTH PROCESS
Luis Hanemann | @LuisHanemann | www.eventures.vc

9. 9
• Rate your idea - work together with your
engineers, let your ideas rate from the
community.
• Talk to your audience.
• Find out if you have an impact and how big
would be the impact.
• Run a log of all of your tests to help stay focused
on what works and learn how to get better at
creating new ideas.
• Build acceptance of failed experiments into your
culture. How about celebrating the learnings
that result from failed experiments?
IDENTIFYING GROWTH POTENTIALS
Luis Hanemann | @LuisHanemann | www.eventures.vc
On average, 8 out of 10
marketing experiments will
fail.
What does that mean?
It means if you don’t fail, you’re
not trying hard enough.
You have to encourage your
people to fail.

10. 10
EXAMPLE OF AN EXPERIMENTATION DOC - PART I
Luis Hanemann | @LuisHanemann | www.eventures.vc

11. 11
EXAMPLE OF AN EXPERIMENTATION DOC – PART II
Luis Hanemann | @LuisHanemann | www.eventures.vc

12. 12
• Review performance of channels currently used.
• What’s your goal? Which skills do you have available? Where can you deliver unique value?
• Where is your audience? How can you reach them?
• Score other potential channels for market fit and potential returns.
• Figure out an expected budget with the help of an ROI calculation. Example:
HOW TO CHOOSE THE RIGHT CHANNEL
Luis Hanemann | @LuisHanemann | www.eventures.vc

13. 13
CHANNEL BY COST EFFICIENCY & ROICOSTEFFICIENCY
ROI
CRO
Email
SEO
SEA
Affiliate
Social
Display Online PR
Luis Hanemann | @LuisHanemann | www.eventures.vc
Apply BCG matrix to marketing strategy.

14. 14
CHANNEL BY COMPANY GOAL & BUDGET
Consider your goals and your available budget.
Brand Education Traffic Sales/ Leads
Very high 1) Display
2) SEA
3) SEO
1) Display
2) Social
3) Affiliate
1) SEA
2) SEO
3) Affiliate
1) Affiliate
2) SEO & CRO
3) Email
Moderate 1) SEO
2) Affiliate
3) SEA
1) Social
2) Affiliate
3) SEO
1) SEO
2) Affiliate
3) Social
1) Affiliate
2) SEO & CRO
3) Email
Low 1) SEO
2) Social
3) Affiliate
1) Social
2) Affiliate
3) SEO
1) SEO
2) Social
3) Affiliate
1) Affiliate
2) SEO & CRO
3) Email
COMPANY GOAL
BUDGET
Luis Hanemann | @LuisHanemann | www.eventures.vc

15. 15
CHANNEL BY RESOURCES
Consider the resources you already have and focus on your strengths.
Channels
Strong Dev
Resources
CRO
SEO
Social (tools, widgets)
Strong Creative
Resources
Social (written/ graphic content)
SEO
Email
Display
Strong Analytics
Resources
SEA
SEO
PPC in general
Luis Hanemann | @LuisHanemann | www.eventures.vc

16. 16
CHANNEL BY CONSTRAINTS
Consider your constraints and use them to your advantage.
Channels & Focus Areas
Limited time SEA/ PPC
Retargeting (AdWords, Facebook)
CRO (Funnel Optimization, Landing Pages,
Automation)
Limited Manpower Basic SEO (Crawl Errors)
Content Marketing (Unbranded Content)
Benchmarking
Limited Money Partnerships/ Affiliate (Cross Promotion)
Targeted Outreach
Events
Luis Hanemann | @LuisHanemann | www.eventures.vc

17. 17
GROWTH HACKS
Luis Hanemann | @LuisHanemann | www.eventures.vc
• Keep your ads new and fresh: If
you run even the most
successful campaign for six
months straight, it’ll run out of
steam eventually.
• When creating Facebook ads
use a Post ID from posts with
good engagement to maintain
the social proof in multiple ad
sets and test them in as many
audiences as possible. This can
lower your CPA as much as
50% by itself.
• View ads a brand page is
running on Facebook: Track
and evaluate competitors’
advertising material.
• Machine Learning for
content creation (e.g., AX
Semantics): Automatic and
fast generation of content in
multiple languages.
• Base the triggers for
automation on customer
lifecycle events (e.g., before
1st purchase) & external
events (e.g., weather)
• Predictive personalization:
Personalize your website for
specific visitor segments
(e.g., with unless.com or
Intellimize)
• Finding non-trivial keywords
and adding them as negative
keywords in AdWords can
save up to 20% of your PPC
budget.
• Look for high search volume
+ low competition keywords.
This allows you to identify
underserved populations in
your area.
• Seeing fluctuation in the Top
5 search results can be a
sign that Google hadn’t
decided which content were
the best results for that
keyword. The playing field is
left open.
#MarketingAutomation#Search#Social

18. 18
ROI Calculation:
http://bit.ly/AdCampaignCalculation
Performance Marketing Candidate Assessment:
http://bit.ly/MarketingCandidateAssessment
Some resources for finding the right growth hacking
tools and tactics:
growthhackers.com/posts
ahrefs.com/blog/growth-hacking
blog.kissmetrics.com/35-growth-hacking-tools
SOME RESOURCES
Luis Hanemann | @LuisHanemann | www.eventures.vc

19. 19

20. 20
Q&A
Luis Hanemann
@LuisHanemann
luis@eventures.vc
www.eventures.vc