Growth Hacking

Power Session

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 3-Month
Academy

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 3-Month 2 Day & 6 Week
Academy Courses

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 3-Month 2 Day & 6 Week Corporate
Academy Courses Programs

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 “
Growth Hacking Has Matured..

Big time..

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 Macron uses “growth hacking” to win
presidential election
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 Growth comes from
rapid testing and
cross-skilled teams

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 Growth Marketing Transformation Pyramid

MINDSET

PROCESS

SKILLS
+ TOOLS

TACTICS

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 people

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 Growing Digital Skills Gap

Machine Deep Learning

ills
Learning

sk
ed
NLP

uir
Back-end

q
Re
Analytics dev HTML CSS JS
Possible skills

Conversion
Prototyping
Centric Design
Funnel Marketing
Email A/B Testing
UX
SEO SEM
Your skills

Time
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 Pareto approach
What you’ll use
Field Research
90% of the time
User tests
Creating Personas
Feature Writing
Requirement Writing
Graphic Arts
Interaction Design
Information Architecture
Usability
Growth Marketing UX Prototyping
Interface Layout
Interface Design
Visual Design
Taxonomy Creation
Terminology Creation
Copywriting
Brainstorm Coordination
Design Culture Evangelism

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 Data + Lean Creative
Marketing Marketing
Testing

Conversion Technical
GROWTH
Rate Marketing
TEAMS
Optimization

UX improvement
Behavioural Coding +
Psychology Automation

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 Who We’ve Trained

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 Growth Marketing Transformation Pyramid

MINDSET =
(Organisational Change a.k.a
“transformation, Leadership
MINDSET
alignment)

PROCESS =
PROCESS
(Agile, Experimentation, Removing
9 Blockers)

PEOPLE =
(Team composition, Skills
Training, PEOPLE
Experiment design, strategy)

TACTICS TACTICS
(Implementation, strategy, tools,
best practices, implementation)
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 The Mindset Of A “Growth Marketer”

Place your screenshot here

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 Takeru Kobayashi

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 Takeru Kobayashi

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 “
If you’re growing a company today you
better learn to eat hot dogs fast...

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 Growth Hacking Famous Examples

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 What do these have in common?

Creative
OPN And
(Other People’s
Network) New

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 What do these have in common?

Creative
OPN And
Growth
(Other People’s Teams
Network) New

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Why Are Growth Teams Taking Over The World?

Place your screenshot here

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 Why is growth marketing Important?

1. Traditional marketing channels are increasingly expensive and saturated

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www.growthtribe.io
 Why is growth marketing Important?

1. Traditional marketing channels are increasingly expensive and saturated

2. Most projects focus heavily on product, but the real challenge is with
distribution

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 250-5000 Ads per day
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 m
et al ist.co
b

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 Why is growth marketing Important?

1. Traditional marketing channels are increasingly expensive and saturated

2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially

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 Increasing Channel Complexity

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 Growth Tribe Philosophy

More channels + tech

=
More opportunities

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 AI generated content - self service

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 Why is growth marketing Important?

1. Traditional marketing channels are increasingly expensive and saturated

2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial

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 Growth Funnel

Awareness
Getting people to visit your website

Marketing
Teams Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Growth
Teams Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell

www.growthtribe.io
 Why is growth marketing Important?

1. Traditional marketing channels are increasingly expensive and saturated

2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. It’s all about ROI and Speed >> Find out what works... fast

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www.growthtribe.io
 www.growthtribe.io
Source: Rob Moffat
 Behavioural Personas

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www.grow.ac/london
www.grow.ac/london
www.grow.ac/london
 Growth Marketing Transformation Pyramid

MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
MINDSET
alignment)

PROCESS =
PROCESS
(Agile, Experimentation, Removing
9 Blockers)

PEOPLE =
(Team composition, Skills
Training, PEOPLE
Experiment design, strategy)

TACTICS = TACTICS
(Implementation, strategy, tools,
best practices, implementation)
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www.growthtribe.io
 “
Tactics grow from having the right
process

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 Tactics Tactics
Tactics

Tactics
Tactics
Tactics
Tactics
Tactics
Tactics
Tactics

Tactics

Tactics
Tactics

Process

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 Awareness
Getting people to visit your website

Marketing
Teams Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Growth
Teams Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell

www.growthtribe.io
www.growthtribe.io
 GROW.AC/GROWS

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 For Conversion Rate Optimization..

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 BRASS

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 Measurable Tracked correctly 2 weeks max
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www.growthtribe.io
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www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
 Get Shit Done!

Head of Growth Developer UX/UI Data Analyst

Conversion
Process-Driven Fast iterations Customer empathy Rate
Small data sets
Optimization
Analytical Build fast, fix later Executes fast Large data sets
Creative Loves data + Front-end code Back-end knowledge
Strong Personality tracking Ship fast, fix later Needle in haystack
T-shaped Creative Loves testing Data to insights
Soft Skills Growth oriented
Executes fast
www.growthtribe.io
www.growthtribe.io
www.growthtribe.io
 Growth Marketing Transformation Pyramid

MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
MINDSET
alignment)

PROCESS =
PROCESS
(Agile, Experimentation, Removing
9 Blockers)

PEOPLE =
(Team composition, Skills
Training, PEOPLE
Experiment design, strategy)

TACTICS = TACTICS
(Implementation, strategy, tools,
best practices, implementation)
www.growthtribe.io
 The skillset of a the growth marketer

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 Head of Growth Developer UX/UI Data Analyst
Conversion
Process-Driven Fast iterations Customer Small Rate sets
data
Optimization
Analytical Build fast fix later empathy Large data sets
Creative Loves data + Executes fast Back-end
Strong Personality tracking Front-end code knowledge
T-shaped Creative Ship fast Needle in
Soft Skills Growth oriented Loves testing haystack
Executes fast Data to insights

www.growthtribe.io
 Growth Marketing Transformation Pyramid

MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
MINDSET
alignment)

PROCESS =
PROCESS
(Agile, Experimentation, Removing
9 Blockers)

PEOPLE =
(Team composition, Skills
Training, PEOPLE
Experiment design, strategy)

TACTICS = TACTICS
(Implementation, strategy, tools,
best practices, implementation)
www.growthtribe.io
 Awareness
Getting people to visit your website

Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell

www.growthtribe.io
 Pirate Funnel

Awareness
Getting people to visit your website

Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell
 Awareness
Getting people to visit your website

Acquisition
Getting them sign up or engage with the platform

50ms
First Impression

5 seconds
Attentional Filter

1-5min
Tell me more..
Negative aging: “Leave quick or stay long”

97% of people just left

 You have 5 seconds to answer..

What does this Why is it

website do or special? What is
offer? the USP?
15%
30%
95%
0%
13%
26%
80%
55%
 Awareness
Getting people to visit your website

Acquisition
Getting them sign up or engage with the platform
Landing
50ms Social Ads
pages
First Impression

5 seconds
Attentional Filter Email
Search Ads
campaigns
1-5min
Tell me more..

Videos New features

Content
Etc. etc.
marketing
 Awareness
Getting people to visit your website

Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell
 Data + Lean Creative
Marketing Marketing
Testing

Conversion Technical
GROWTH
Rate Marketing
TEAMS
Optimization

UX improvement
Behavioural Coding +
Psychology Automation

www.growthtribe.io
 “If a Tesla can drive itself on autopilot at 70mph on the
highway taking in all the surrounding environment
inputs, we can help marketers do the same with all the
data inputs they are analyzing.”

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www.growthtribe.io
 Mega use case

it predicts with 90%

accuracy what will be sold
within 30 days—that Otto
allows it automatically to
purchase around 200,000
items a month from
third-party brands with no
human intervention.

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 - 72k emails
- Female
- Purchased in last 12 months

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+63%

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1.8% 1.1%
 98% didn’t convert…

this was predictable

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 10% of the emails
(=7200 emails)

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www.growthtribe.io
 70%+ likely to convert

40-70%+ likely to convert

0-40% likely to convert

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70%-100% likely to 40-70%+ likely to convert 0-40% likely to convert
convert
Exploration

“What’s wrong?”

Enrich data +
Unsupervised
learning for
clustering

Recency = big
deal!

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 7% conversion rate
& Behavioural profiles

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 Coding without front end skills

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 Chat bots without code

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 AB testing without statistics or JQuery

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 Coding apps without backend skills

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 Data preparation and modeling without Python or R

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 Awareness
Getting people to visit your website

Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell
 Awareness
Getting people to visit your website

Acquisition
Getting them to sign up

Activation
Users get a great first user experience

Retention
Making sure users come back

Referral
Getting users to invite others

Revenue
Sell, upsell, cross sell
 Growth Tribe Philosophy

It’s never been a more scary

and exciting time to grow
companies

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 Growth with AI course:
grow.ac/aicourse

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 www.growthtribe.io

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