Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest 2018)

Building products with engineers is the most scalable way to drive organic growth. I will introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I will give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.

Transcript

1. 
 Scaling organic growth by building products.
2. @Pechnet Link to slides seowi.se/turing-fest-18
3. UK Mortgage approvals
4. 2.4M average monthly searches for mortgage calculators
5. Here is what they see on Google...
6. Disconnect between marketing and product
7. Disconnect between product & engineering
8. Software hardware Problem solving dilemma….
9. Users grow as fast as your team ships stuff
10. Over 3M customers.
11. £2 Billion per month. → Saving our customers £2 million every day!
12. Word of mouth Is the biggest driver of growth.
13. Build a 10x product.
14. Tell the world about it! Google Trends
15. Example of a piece of content that doesn’t drive sustainable organic growth Paid marketing.
16. Flat Organic growth beyond WOM.
17. We work in autonomous & independent teams that focus on KPIs that make a difference to our customers and drive our growth.
20. Full stack organic growth team SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters Editors Translators Publishers Product/Analysts
21. Money without borders: instant, convenient, & eventually free
25. Organic growth team mission Users Problem ? Search Answer to users problem via products or content
26. 3 years later….. 1 2 4 3m+ 1.6m+ 1.5m+ Suite of research & monitoring tools Custom content management platforms Products Indexed pages users a month visiting our website through our products from search alone Notifications users receive each month
27. 3 years later…..
28. Indexed Pages
 Traffic
 Customers
30. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes
31. SEOWise project: Research and cluster queries
32. Cluster what users search for into product features Search Data Scrappy old way Fancy scalable future
33. Estimate quickly opportunity medium medium hard easy
34. Talk to customers and colleagues who regularly do
35. Meet “Lienzo” and build a new landing page in 1 minute
36. You don’t need an actual product to validate a search intent Price comparison v0.1 (Lienzo)
37. Publishing content & landing pages Copywriters Editors Translators Publishers Keyword Data Article Landing Page
38. The Average Handling time (AHT) is normalizing. In average it takes around 15-18 days for each of the production stages. Overall it takes us 2 - 3 months to publish an article from the moment the brief for it is created.
 Scaling by building efficiencies in publishing operations Publishing Analyst
39. Scaling linearly by publishing via CMS Time
40. We already know what we are going to build in 3 years time 2017 2018 2019 2020 Core products Validate MVPs (no dev resources) Launch new products
41. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling
42. From unstructured to structured data
43. 1000+ new pages DONE! Step 1: We plugged our CMS to Metabase We incentive teams to hack our CMS Step 2: Understand template in JSON Step 3: Edit template, concatenate JSON Step 4: Inject data in in PosgreSQL
44. Can be faster? I’m going to lock the platform!
45. Scale search intents via products Engineers Product/SEOs Designers Copywriters Keyword Data Product / Landing page
46. Deeper product integration with core product
47. We created this open source library Scaling global launches and localisation Add open source library to your application Configure your mapping Translate & go live!
48. Scaling pages with modularised services Frontend Widgets Homepage Landing Pages Price Comparison Comparison Service Data Collection Service Invite a friend
49. Scaling by building products with engineers Time
50. Modularised products can also help you amplify grow across entire funnel
51. PWA Search Get notifications “Install” Depend less on acquisition from search
52. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth
53. Indexed Pages
 Traffic
 Customers?
54. Acquisition Education/Conversion Research & Validation Launch MVP Scale acquisition Improve product Education Conversion
56. 36 Rounds of coffee shop testing….and still room for improvement!
57. Data is the essential part of the product without data we don’t have a product, not a 10x one.
58. Build a 10x product that didn’t exist before
59. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth
60. @Pechnet Link to slides >> seowi.se/turing-fest-18 Money without borders TransferWise.com/borderless Join us >> TransferWise.com/ jobs Thank you