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How to improve your conversion funnel without changing your product

How to improve your conversion funnel without changing your product

Product Marketing Alliance

September 23, 2020
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  1. How to improve your
    conversion funnel without
    changing your product
    (And why every Product Manger
    should care about Marketing)

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  2. 2
    Hello!
    I am Yohanes Frezgi
    Medium: h+ps://medium.com/@yofrez
    Twi+er:@yofrez

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  3. Why should a PM
    care about Marke3ng?
    ● Great product shouldn’t need help
    ● Product Market Fit
    ● Word of Mouth
    ● Virality
    3

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  4. Meet Fever
    ● Fever is a mobile-only event discovery
    platform focused on disrupting the
    offline entertainment market
    4

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  5. What is going on here ?
    ● Weekend ?
    ● Great Venue ?
    ● Great Event ?
    ● PR ?
    5

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  6. What are analy+cs told us
    ● Age: Between 17-22
    ● Location: West Village
    ● Email domain: .edu
    6
    NYU Students

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  7. But our marke+ng focus didn’t
    reflect our best users
    Google Keywords
    ● New York Events
    ● Things to do in New York
    Facebook Ad Campaign
    ● Lives in Manhattan
    ● Age:18-35
    7

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  8. How we pivoted our
    marke0ng outreach
    Sponsored FB Post and Self
    generated content
    We sponsored posts on
    popular college FB pages
    and eventually created our
    own network of social pages
    that generated millions of
    followers over :me.
    Influencers
    Identified the most popular
    students on campuses and
    got them to share events
    with their network
    ….this was 2014
    Referral Program
    Standard user get users
    program targeted to college
    students.
    8

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  9. How did we do this ?
    9
    Traffic
    Attribution
    Analytics
    Aggregator
    Product
    Traffic
    A2ribu5on
    Analytics
    Aggregator

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  10. Defining your Marke/ng
    Approach
    10
    Traffic App
    Spray and Pray
    Outreach based on CTR rate
    cost and keywords. Hard to
    quanitify the impact of
    performance marketing.
    Traffic
    Channel Optimization
    Marketing is optimized by
    channel, with lower
    converting channel being
    discontinued.
    Attribution Analytics App
    Traffic
    Channel, Content, Product
    Optimization
    Optimize Channel, Creative,
    and Product making a end to
    end user centric solution.
    Attribution Analytics App
    Aggregator
    Channel
    Channel
    Creative
    Experience

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  11. Onboarding
    11
    Dynamic Onboarding
    VS.
    Generic Sign Up

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  12. Re-engagement
    12
    Personalized Web Push
    Campaign
    VS.
    We Miss You Email

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  13. Paid Media
    13
    Dynamic Content Optimization
    VS.
    Generic Banner Ad

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  14. Want big impact?
    Use big image.
    14
    Why Should
    Product
    Managers Care
    About Marketing

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  15. Marketing
    +
    Product
    15
    =
    Better
    Customer
    Experiences
    (And much higher conversion rates)

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  16. Thanks!
    Any questions?
    You can find me at:
    ● @yofrez
    ● h5ps://medium.com/@yofrez
    16

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