Edgar Rouwenhorst — Growth: From Cult Leaders to Chief Executives (Turing Fest 2018)

Marketing as you know it died 10 years ago, and ‘growth hacking’ often just means ‘we failed to deliver results’. Drawing on his experiences leading the marketing team for one of Europe’s top fintech companies, Edgar will offer practical insight into marketing in a product company, applying Agile principles to your marketing, scaling up to hyper-growth, managing relationships with the c-suite — and more!

Transcript

1. Marketing as growth driver From Cult Leaders to Chief Executives
2. Edgar
4. Marketing = Growth
5. Growth Marketing
6. Shrink Marketing
11. Cash cows Dogs Question marks Stars BCG MATRIX Operational Excellence Product Leadership Customer Intimacy VALUE DISCIPLINES Price Product Promotion Place MARKETING MIX Also Osho…
13. Desire
14. Part 1: Influence decision making
15. Gender: Male Age: 39 Marital status: Married, 3 kids Occupation: Blue collar worker
16. Gender: Male Age: 39 Marital status: Married, 3 kids Occupation: Blue collar worker
18. Lazy
24. Marketing = Growth
25. CRM Online acquisition PR Extend lifetime value Engagement Capture existing intent Acquisition Create new demand Awareness
26. 1. Get noticed 2. Create distinctive assets 3. Continuously reach potential buyers 4. Refresh brand memories 5. Be consistent Things to remember:
27. Influence decision making = Mental availability
29. Part 2: Make sure you can buy it
30. Make sure you can buy it 
 = Physical availability
31. Online Offline
35. 1. Maximise presence 2. Make sure you can be found 3. Be relevant for category buyers 4. No numbers is no growth Things to remember:
36. BI tools Attribution and success measurement tools Bid optimisation automation tools Campaign structure deployment tools Competition analysis tools Ranking monitoring tools for organic search Website health monitoring tools Backlinks analysis tools Creatives automation tools Audiences and targeting tools A/B testing tools CRM automation tools In-store behaviour tracking tools
37. But don’t worry…
38. No company every achieved 
 100% physical availability
39. Marketing = Growth
42. One more thing…
43. Get yourself an 
 Agile Coach
44. 1. Ensure alignment between strategy 
 and delivery 2. Scale teams of dozens of employees in
 a coordinated way 3. Increase visibility and predictability to 
 make more informed decisions 4. Make everyone aware that change is constant An agile coach helps you to:
45. Marketing = Gr wth
46. Thank you! edgar@izettle.com