Data-Driven Growth: Lies, Lawyers & Outsized Results

This is not your everyday data talk. Through working deep inside the fastest growing SaaS startups in our space, we've studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data. (How else would you grow from one marketer through to a $60M+ Series B just 12 months later?). How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things. So brace yourselves: we're going to be navigating through AI, automation, "moving the needle", and a minefield of other buzzwords to try to make sense of using your data for growth. But you'll leave this talk with a simple framework and set of questions you can take and use right away.

Transcript

1. Data-Driven Growth Ed Fry @edfryed
2. https://www.economist.com/leaders/2017/05/06/the-worlds-most-valuable-resource-is-no-longer-oil-but-data
3. We share what we see on the Hull blog
4. We share what we see on the Hull blog
5. We share what we see on the Hull blog
6. We share what we see on the Hull blog
8. ACCESS
9. ACCESS MODEL
10. ACCESS MODEL GOALS
11. ACCESS MODEL GOALS PROCESS
13. Unifying our member data (Access) Profiles Usage Email Web sessions
14. Growth model at inbound.org Article Weekly Contributors Weekly Active Users Discussion 0.7x 2.7x 4x
15. Our models gave us three hypotheses for growth #focus Discussions > Articles Existing contributors > New contributors ↑ Contributors = ↑ WAU
16. Assigning objectives behind the North Star Weekly Contributors Weekly Active Users Weekly Discussions North star metric ★ 1500 goal (community team) ↑ Q&A Reactivate contributors
17. Report target vs. actual performance over time
18. Q&A Process: Find good questions without answers
19. Create a segment of ideal contributors >500 members by skills, timezone, recent activity etc.
20. Send an email inviting contributions Plain text, gmail-style with a simple text link CTA
21. Promote the active threads Active threads are valuable to more contributors & readers
22. But inbound.org failed...
28. REPEATED EFFORT GROWTH DATA + ?=
29. RULES GROWTH DATA
30. ACCESS MODEL GOALS PROCESS RULES Data-Driven Growth Rules-Based Growth
31. Pricing
32. Sales compensation
33. Experiment data
34. Principles of Rules-Based Growth
35. Principles of Rules-Based Growth Objective
36. Principles of Rules-Based Growth Objective Codified
37. Principles of Rules-Based Growth Objective Codified Independent
38. Principles of Rules-Based Growth Rules Process Product
39. Effort Value created this quarter What should your growth team work on?
40. Effort Value created this quarter Flywheels What should your growth team work on?
41. Effort Value created this quarter Flywheels Hacks What should your growth team work on?
42. Effort Value created this quarter Flywheels Hacks Rules
43. Content Rules (Reverse-engineering booking.com)
45. Scaling “decent” content SEO content
46. User reviews Hotel features Location Searcher context “solo travellers” “We speak your language!” Proximity Scaling “decent” content
47. Rules-based landing pages with design, dev & content modelling RULES GROWTH DATA
48. Design = Rules.
49. Design = Rules.
50. Development = Rules.
51. Development = Rules.
52. Content = Rules.
53. Content modelling for a blog Title Title Title Body Body Body Author Author Author Title Body Author
54. Content modelling for a landing page Title A Title B Title C CTA CTA CTA Title D CTA Video Feature B Video Feature D Feature A Quotes A Video Feature C Quotes A Quotes B Quotes B Alt. CTA
55. Content modelling in production 1 2 3 4
56. 3 minutes per landing page
57. Rules-based landing pages with design, dev & content modelling RULES GROWTH DATA
58. Rules-based landing pages with design, dev & content modelling Content Production & staging website
59. Rules-based landing pages with design, dev & content modelling Content Production & staging website
60. Customer Data Rules (More reverse-engineering booking.com)
61. Content recommendation
64. Rules-based sales automation with segments, templates & workflows RULES GROWTH DATA
65. Segments Demo requested TRUE QUALIFIED LEAD
66. Segments Country United States Demo requested TRUE QUALIFIED LEAD
67. Users invited > 3 times Segments Country United States Demo requested TRUE QUALIFIED LEAD
68. Users invited > 3 times Segments Country United States Demo requested TRUE QUALIFIED LEAD Customer “fit” VERY GOOD
70. Hi {firstname}, I saw you just requested a demo of Hull. I’d love to show you the platform if you can pick a time on my calendar here. Templates Demo Requested TRUE
71. Hi {firstname}, I saw you just requested a demo of Hull. I’d love to share how Hull works for {role} if you can pick a time on my calendar here. Templates Job Role Marketing Demo Requested TRUE
72. Hi {firstname}, I saw you’re looking for a demo & pricing of the Hull platform. I’d love to share how Hull works for {role} if you can pick a time on my calendar here. Viewed /pricing > 3 times Templates Job Role Marketing Demo Requested TRUE Templates
73. Hi {firstname}, I’m here to answer your questions & help evaluate Hull for your {role} team. If you have questions or would like to see a demo, pick a time on my calendar here. Viewed /pricing > 3 times Templates Job Role Marketing Demo Requested TRUE DISC Profile C (analytical)
74. We love liquid templating. Hi {% if user.first_name != blank %} {{ user.first_name | capitalize }} {% else %} there {% endif %}, {% if user.clearbit_job_role == “marketing” AND user.crystal_disc_scores contains “D” AND user.madkudu_customer_fit_segment contains “high” %}Stop sending generic, send-to-all spam emails {% else %}
76. #demo_requests Hana Abaza Head of Marketing Toronto Fit: Very Good Signals: Data Warehouse, Salesforce, $SHOP Matching tech: 8 Blog Reader for 2 months Interested in data warehousing Viewed pricing 3 times this week 1 Tech stack Website Scoring Internal templates
77. Workflows
78. Control the complexity in your workflows New user? END Profile complete? Drip B Drip A New user? Profile complete?
79. New user? END Profile complete? Connected Twitter? Connected Twitter? New user? Profile complete? Drip A Drip B Drip C Drip D Connected Twitter? Control the complexity in your workflows
80. New user? Profile complete? Twitter connected? Location added? Location inferred? Gender? Interests added? Skills Has a blog? Job seeker? Job searched? Job applied? Article submitted? Commented? Bio completed? Has any badges? HubSpot connected? Recently active? Opens email? Follows @Inboundorg Power user? Upvoted? Subscribed daily? Subscribed weekly? Control the complexity in your workflows
81. New user? Profile complete? Twitter connected? Location added? Location inferred? Gender? Interests added? Skills Has a blog? Job seeker? Job searched? Job applied? Article submitted? Commented? Bio completed? Has any badges? HubSpot connected? Recently active? Opens email? Follows @Inboundorg Power user? Upvoted? Subscribed daily? Subscribed weekly? Control the complexity in your workflows Epic fail Keep it simple, stooopid
82. https://prezi.com/p/rakvqjfhetij/customer-life-cycle/
84. COMPLEX SEGMENTS COMPLEX TEMPLATES SIMPLE WORKFLOWS Control your complexity
85. Rules-based sales automation with segments, templates & workflows RULES GROWTH DATA
86. Rules-based sales automation with segments, templates & workflows Enrich Notifications Accounts Product
87. Rules-based sales automation with segments, templates & workflows Enrich Notifications Email Accounts Product
88. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Accounts Product
89. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Chat Ads Accounts Product
90. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Chat Ads Accounts Product Payments Intent
91. Account-based content marketing with content & customer data rules Compute Enrich Predict Notifications Accounts Product Payments Intent Web CMS
93. 10x more data engineers since 2015
94. What should your growth team work on?
95. ACCESS MODEL GOALS PROCESS RULES What should your growth team work on? #metaRules
96. Non-exhaustive list of Rules to grow from startup to scaleup Segments Templates Workflows Prospecting Lead qualification Content creation rules Translation Pricing Sales compensation Experiment data Design style guides Website build rules SEO rules Content models
97. Data-Driven Growth: In summary ➔ Access → Models → Goals → Process → Rules ➔ Rules are objective, codified & independent ➔ Think pricing, sales compensation & experiment data ➔ Growth teams work on rules (vs. flywheels & hacks) ➔ Content rules like landing pages ◆ Design ◆ Development ◆ Content modelling ➔ Customer data rules like sales automation ◆ Segments (complex) ◆ Templates (complex) ◆ Workflows (simple)
98. Slides & resources at: hull.io/get/turingfest
99. Thank you I’m around till Friday for questions & meetings @edfryed ed@hull.io hull.io/get/turingfest hull.io/meet/turingfest