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Depesh Mandalia – The Acquisition Marketing Puzzle Most Fail to Complete (Turing Fest 2016)
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Turing Fest
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August 18, 2016
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Depesh Mandalia – The Acquisition Marketing Puzzle Most Fail to Complete (Turing Fest 2016)
Turing Fest
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August 18, 2016
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Transcript
The acquisition marketing puzzle most fail to complete @ DepeshM
Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com
“Building an acquisition marketing machine that scales through insights”
Acquisition marketing Marketing Paid search PR Paid social Content TV
Word of mouth consumer action
Common missing pieces > Mission > Insights > Agility Scaleable
Growth Marketing > > Paid search PR Paid social Content TV Word of mouth Landing pages
“The Theory and Practice of Selling the Aga Cooker.” “
the best sales manual ever written ”
Advertise & Sell Think as a salesperson first, Marketer second
Deep product, consumer & market insights Attack with a ready
defence Scientific testing and measuring
MISSION INSIGHTS AGILITY
1. Mission Do you matter?
Starts with why and what you’re marketing - go beyond
the how.
It’s not about the revenue That’s your outcome
It’s about your purpose your customer’s outcome
Mission Driven Marketing Product + Marketing = growth
2 examples
“ … to be Earth’s most customer-centric company, where customers
can find and discover anything”
“ … to be Earth’s most customer-centric company, where customers
can find and discover anything”
“ To create a retail environment that offers unbelievable value
and variety and satisfies customers of every lifestyle”
“ To create a retail environment that offers unbelievable value
and variety and satisfies customers of every lifestyle”
Mission Driven Marketing The purpose The outcome The Sizzle
None
* If you have a body, you’re an athlete
None
Marketing is more than just Num13r$ CPC CTR CPA CPM
ROI CR % Spend ATV
Customers care about Outcome
None
3 examples of mission-driven marketing
1: Selling the emotion
2: Selling the experience
3: Selling the foreplay
2. Insights Do you ever ask why?
Product & Customer insight the foundation of growth
INSIGHTS not data
9 example insights to demonstrate what marketers often neglect
Are you targeting the right type of customer?
Pivot from parents to gifter
Long vs short-form sales?
None
What are your potential customer’s concerns?
Customers are not alike
Why are customers not transacting?
Funnels are a marketer’s BFF
None
segment funnels
None
interrogate funnels
Why are potential customers exiting the details page?
None
Does tv drive direct marketing?
None
Are your customers, advocates?
None
Is satisfaction uniform?
None
None
Are you attracting the right customers?
None
None
NPS Bonus: Testimonials!
None
NPS Bonus: FB Lookalikes!
None
But… this is just cro stuff?!
3. Agility Are you agile, lean and ready for growth?
Fail fast, fail often
Hypothesis Prioritisation Test Outcomes
Example: I believe by [_____] [____] can increase by [____]
Because [_________]
I believe by creating a landing page for each FB
audience type, Conversion rate can increase Because we can target mums, dads and grandparents with relevant copy and visuals and break down their key concerns and barriers
Hypothesis Prioritisation Test Outcomes Questions Play the %’s
Hypothesis Prioritisation Test (mvp) Outcomes Questions MVP it
MVP: create a landing page for mums to specifically break
down their key concerns and barriers
Hypothesis Prioritisation Test (mvp) Outcomes Questions PROCESS
Process: create a landing page for mums to specifically break
down their key concerns and barriers
Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings LEARN
Outcomes & learnings: landing page for mums increased conversion rate
on the mum’s fb campaign by 20%. Do more lps for mums! Next steps: 1. Try more variations of the mum’s lp 2. Test dad’s and grandparent’s lp
Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings GROWTH!
acquisition marketing machine: keeps mission front and centre extensively uses
product & customer insight scales fast via agile test and learn
Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com The end.