Growth Hacking - how, what, why? | Anssi Rantanen

Transcript

1. Growth Hacking 2,5h intro workshop Anssi Rantanen Finland CEO anssi@growthtribe.fi PS: Add me on Linkedin!! grow.ac/anssi
2. 2-Day Growth Hacking Crash Course • Years of learning condensed into 2 days ◦ Behavioral psychology ◦ Landing pages that convert ◦ Conversion driven chatbots ◦ Building virality into your product or service ◦ 40+ tools, 25+ hands-on exercises ◦ And much more… • Price for one ticket: 1597€ (+alv) • Lifetime access to all our course material Next course: 17.-18.10. This week for Ohjelmistoyrittäjät: -10% alennus! Sign up by sending an e-mail to anssi@growthtribe.fi
3. 3 AGENDA 1. Mindset 2. Tools & Tactics (e.g. 5 second tests) 3. Process (ranking of ideas) 4. Skills Collect ideas as we go (let’s aim for 5-10!) Let’s keep it interactive
5. Learning Gap Desired state Current state
6. What do the world’s fastest growing companies do differently?
7. Key trends Data driven teams and decisions Validated learning over opinions and conventions
8. Key trends Multi-disciplinary teams Teams that are self-reliant and therefore executing faster
9. Key trends Rapid experimentation Adaptive and iterative experiments over Big-Bang projects/campaigns
10. Key trends T-shaping Embed the growth mindset in the organisation. Adapt and learn
11. Key trends Growth focus Focus on the customer rather than silos and hierarchy
12. Key insight! Why do they do this? They want to maximise the learning of what works and what doesn’t!
13. Key definition! Growth Hacking Definition Data driven learning executed through rapid experimentation
14. MINDSET PROCESS PEOPLE TOOLS & TACTICS Behavioural Psychology Data + Testing Creative Thinking CANI = Constant and neverending improvement Tooling + Automation Scaling wins UX improvement Testing through empathy GROWTH
15. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TOOLS & TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TOOLS & TACTICS
16. Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day. Being wrong might hurt you a bit.. But being slow will kill you.
17. Rapid Experimentation growthtribe.io Deliberate experimentation is more important than deliberate practice in a rapidly changing world.
18. Key insight! Why do they do this? They want to maximise the learning of what works and what doesn’t!
19. The fastest companies seem to be winning WINNERS LOSERS In the last 15 years, 52% of the fortune 500 companies have disappeared. 1995 average life expectancy = 75 years 2015 average life expectancy = 15 years vs The world’s most innovative and fast growing businesses are running thousands of experiments annually. 1300 2000 7000 2000 1000 100k+
21. 1 Person Drive targeted traffic New value proposition landing page Automated lifecycle New self service onboarding Experiment 6
22. 800% Increase in leads Max got promoted!
23. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TOOLS & TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TOOLS & TACTICS
24. grow.ac/ohjelmisto
25. Marketing Teams Growth Teams AWARENESS visit your website ACQUISITION sign up, find a product or read a piece of information ACTIVATION experience the value of our service for the first time RETENTION use our service daily, weekly or monthly REFERRALS invite others to our service REVENUE Pricing, cross-sell, upsell
26. Awareness AWARENESS visit your website or product ACQUISITION sign up, find a product or read a piece of information ACTIVATION experience the value of our service for the first time RETENTION use our service daily, weekly or monthly REFERRALS invite others to our service REVENUE Pricing, cross-sell, upsell
28. Low Competition Low “banner blindness” + The hunt for new channels
29. HIGH EFFORT
30. Automate!! Cool Tool
31. Cool Tool
33. 33 IDEA TIME Come up with 1-2 ideas how you can use Linkedin to generate more leads/sales Viral posts Linked Helper Crystal Knows
34. Tools based marketing
36. 7500+ Beta Signups 400,000 leads in one week for Skill Nation!
37. 37 IDEA TIME Come up with 1-2 ideas how you could use engineered marketing for coming up with leads!
38. High Competition = Pre-optimise Get Creative +
39. Target people’s errors
40. Landing page with fixes
41. 41 IDEA TIME Come up with 1-2 ideas on how you could be assisting your leads on Google throughout their customer journey Can you combine this with tool-based marketing?
42. High Competition = Pre-optimise Get Creative +
43. Acqusition AWARENESS visit your website or product ACQUISITION sign up, find a product or read a piece of information ACTIVATION experience the value of our service for the first time RETENTION use our service daily, weekly or monthly REFERRALS invite others to our service REVENUE Pricing, cross-sell, upsell
44. Negative aging: “Leave quick or stay long” 97% of people scrolled on or just left
46. 4 6 LET’S GET OUR HANDS DIRTY
47. Make a screenshot of a landing page and set up a 5-sec test EXERCISE!
48. EXERCISE! 1. Go to usabilityhub.com 2. → Make an account. 3. Go to usabilityhub.com/codes/claim And enter the code F9F51
53. EXERCISE: CREATE A 5s TEST Instruction: Imagine you land on this page Instruction: Kuvittele että laskeudut tälle verkkosivulle Q1: What product or service does this website offer? Q2: What are the benefits of this product or service? Q1: Mitä tämä tuote tai palvelu tarjoaa? Q2: Mitkä ovat tämän tuotteen tai palvelun hyödyt?
56. EXERCISE! Make a screenshot of a landing page and set up a 5-sec test 10 min STEPS 1. Instruction: Imagine you land on this page. 2. Question 1: What product or service does this page offer? 3. Question 2: Why is it better than competitors? What are the benefits of this product or service? 4. Save and Recruit Participants 5. Scroll down > Press “Place an order” 6. Choose “Custom order” from the dropdown menu and use 5 (10 credits) 7. Run it!
57. 3 Yrs 80 ppl
58. Growing Digital Skills Gap Possible skills POSSIBLE SKILLS AVERAGE SKILLS Time Prototyping Funnel Marketing UX Analytics CRO A/B Testing Back-end Dev HTML, CSS, JS Machine Learning Deep Learning NLP SEO E-mail SEM Social Media
59. 59 2 DAY GROWTH HACKING CRASH COURSE
60. Size Regulated
61. Growth Marketing Transformation Pyramid MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TOOLS & TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TOOLS & TACTICS
64. MINDSET = (Organisational Change a.k.a “transformation, Leadership alignment) PROCESS = (Agile, Experimentation, Removing 9 Blockers) PEOPLE = (Team composition, Skills Training, Experiment design, strategy) TOOLS & TACTICS (Implementation, strategy, tools, best practices, implementation) MINDSET PROCESS PEOPLE TOOLS & TACTICS Growth Marketing Transformation Pyramid
65. “Instill an ability to test, pivot & iterate in a market, at velocity; we upskilled our teams using T-shaping. Creating a culture that’s fearless in executing, & learning through a Growth Mindset.” Skyscanner Important lessons
66. T-Shaped Marketer WIDTH OF KNOWLEDGE DEPTH OF KNOWLEDGE SPECIALISATION
69. ALWAYS BE LEARNING
71. Key insight! Remember! The fastest growing companies in the world maximise their learning! → It’s critical that you upskill yourself too!
72. MINDSET PROCESS PEOPLE TACTICS
73. “ The most common mistakes we see when transitioning towards a growth-first company
74. Not investing resources You need to block out time and dedicate it to experimentation!
75. Not upskilling employees “What is an experiment?” is something we often hear!
76. Not removing blockers Leadership needs to support and remove blockers for teams!
77. How can you become a growth professional?
78. “ Reading tips Lean Analytics (our no 1 recommendation) Hacking Growth (for GH introduction) Influence (behavioral psychology) grow.ac/konsultointi
79. 2-Day Growth Hacking Crash Course • Years of learning condensed into 2 days ◦ Behavioral psychology ◦ Landing pages that convert ◦ Conversion driven chatbots ◦ Building virality into your product or service ◦ 40+ tools, 25+ hands-on exercises ◦ And much more… • Price for one ticket: 1597€ (+alv) • Lifetime access to all our course material Next course: 17.-18.10. This week for Ohjelmistoyrittäjät: -10% alennus!
80. 8 0 2 DAY GROWTH HACKING CRASH COURSE
81. Q/A?
82. Thanks! anssi@growthtribe.fi 0503277753 Anssi Rantanen Finland CEO www.growthtribe.fi PS: Add me on Linkedin!! grow.ac/anssi