1.
How to identify your highest
impact growth opportunities

2.
@Kissmetrics
#Kisswebinar
@thuelmadsen
Thue Madsen
Marketing Operation Manager,
Kissmetrics

3.
Brian began his career at Teradata, analyzing consumer
data for Proctor & Gamble. Then he built an analytics
tools company, which was acquired by PeopleSoft. Later,
he was the CEO of Quantivo, one of the first large-scale
cloud-based analytics platforms. So he understands what
it takes to build an analytics solution that people love.
Brian Kelly
CEO, Kissmetrics
@bkkelly
Author of Hacking Growth. Coined the term "growth
hacking" after using it in early days to ignite breakout
growth for Dropbox, Eventbrite, LogMeIn and Lookout.
Sean Ellis
Author of Hacking Growth, CEO of GrowthHackers
@SeanEllis

4.
1 The New Funnel is the full customer journey
2 The North Star Metric
3 Identifying and experimenting around the biggest opportunities for sustainable growth
TABLE OF CONTENTS
#Kisswebinar
4 Analyze behaviors to identify & grow your best customers
5 Q&A

5.
WATCH WEBINAR RECORDING NOW

6.
The New Funnel is the
full customer journey

7.
The old funnel is top heavy and leaky
#Kisswebinar
Old funnel
Marketing
Sales
CS
The old way
● Top-heavy on resources, not ROI
● Customers entered the product late
● Next “lead” got more focus than “customers”

8.
The New Funnel is way more interesting...and complex
#Kisswebinar
New funnel
Sales
CS
Growth Marketing
Sales
CS
The new way
● Lines across the funnel have blurred
● More care and feeding required - or expect churn
● Growth marketers have more responsibility and
accountability for company growth - and they need
help
A new approach is required to drive growth

9.
The North Star Metric

10.
Most Important Concept in Growth
● Focal point of fastest growing businesses
● Opposite of a vanity metric
● All important metrics key off of the NSM
North Star Metric
#Kisswebinar@SeanEllis

11.
What is a North Star Metric?
● Single persistent metric for real growth
● Reflects growing footprint of aggregated value
● Measures sustainable growth based on value
North Star Metric
#Kisswebinar@SeanEllis

12.
Facebook
● Value: see friends’ updates
● NSM: Daily Active Users (DAU)
● → to value: 7 friends in 10 days
North Star Metric Examples
#Kisswebinar
Uber/Lyft
● Value: $ for drivers, rides for riders
● NSM: Weekly rides
● → to value: First ride/passenger
@SeanEllis

13.
Full Company Metric (not just a marketing metric)
● Marketers only influence subset of North Star Metric levers
● Right North Star Metric aligns full company to deliver value
● All teams should evaluate their impact on North Star Metric
North Star Metric
#Kisswebinar@SeanEllis

14.
Benefits of using a North Star Metric
● Marketing ROI tied to value delivered
● Customer retention tied to value delivered
● Customer evangelism tied to value delivered
North Star Metric
#Kisswebinar@SeanEllis

15.
Defining your North Star Metric
Step 1:
How do customers get value from your product?
Step 2:
How can you best quantify this value?
North Star Metric
#Kisswebinar@SeanEllis

16.
Identifying the biggest
growth opportunities

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Growing your North Star Metric
● What are the key levers for growing your NSM?
● What prevents growth of your NSM?
Growth Opportunities
#Kisswebinar@SeanEllis

18.
Test to Discover & Improve Tactics
● Find leverage opportunities and set goals
● Generate effective growth ideation
● Use proven growth testing process
Growth Opportunities
#Kisswebinar@SeanEllis

19.
Finding High Impact Objectives
● Most leverage in growth model
for moving North Star Metric
● Where are you losing people (data)
● Why are use losing people (surveys)
Growth Opportunities
#Kisswebinar@SeanEllis

20.
Effective Growth Ideation
● Problem solving for objective
● Group brainstorming sessions
● Any team member, anytime
● Ensure clear hypothesis
expected result/why?
● Score ideas on ICE
I - Impact
C - Confidence
E - Ease
Growth Opportunities
#Kisswebinar@SeanEllis

21.
Use Proven Testing Process
● Systematic learning in sprints
● Weekly growth meeting
○ Discuss progress against objectives
○ Review tests planned vs. launched
○ Discuss analysis of tests
○ Team “pitch” nominated ideas
Growth Opportunities
#Kisswebinar@SeanEllis

22.
More Testing = More Learning
● Set weekly testing targets
● Fix what prevents testing
○ Engage executives with testing results
○ Add resources to improve throughput
Growth Opportunities
#Kisswebinar@SeanEllis@SeanEllis

23.
Document Learnings
● Document tests, hypothesis and results
● Step-by-step guide for executing proven tactics
● Monitor for continued effectiveness
Growth Opportunities
#Kisswebinar@SeanEllis

24.
Analyze behaviors and grow
your best customers

25.
25
Understand what
people are doing on
your website and
products.
Define and monitor your
most important growth
segments.
Engage them based on
behavior.
> >
Get, keep and grow more customers

26.
Analyze: Understand behavior to identify bottlenecks in the journey “north”
#Kisswebinar
Use behavioral analytics to understand:
● Who are your best customers
● What are the bottlenecks and drivers to acquisition and retention
● How are your initiatives / tests performing

27.
Segment: Define and track your key growth segments
#Kisswebinar
Define and track key growth segments:
● Build and monitor key segments along the journey “north”
● See how populations / segments change over time
● Align initiatives with key groups to influence forward progress

28.
Engage: Precise interactions to help people along their journey
#Kisswebinar
Engage customers along their journey “north”:
● Behavior-based emails and messages to help them throughout
● Target people when they become part of a key segment
● Continuous testing and optimization

29.
29
+Analyze Populations Campaigns+
Customer Engagement Automation
by Kissmetrics
Understand what
people are doing on
your website and
products.
Define and monitor your
most important growth
segments.
Engage them based on
behavior.

30.
Key Takeaways
● Diagram customer journey using new funnel
● Find and grow your North Star Metric
● Focus on growing your best customers
Identifying High Impact Growth Opportunities
#Kisswebinar@SeanEllis

31.
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

32.
Brian Kelly
CEO, Kissmetrics
@bkkelly
Questions?
Sean Ellis
Author of Hacking Growth, CEO of
GrowthHackers
@SeanEllis