Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible. Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills. Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.

1. Technical Marketing and Growth Hacking
low hanging fruit
David Arnoux
Head of Growth
GrowthTribe
www.growthtribe.io
Twitter/Snapchat
@growthtribe

2. Takeru Kobayashi

3. Takeru Kobayashi

4. “
If you’re growing a company today you
better learn to eat hot dogs fast...

5. Startups
Students Full-time Academy
Full-time Academy

7. HIGH GROWTH / HIGH POTENTIAL STARTUP
Increase
Conversions
Reduce CAC
Find new
channels
Change mindset Retention

8. Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies

10. Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies
Royal Family Workshops and consulting

11. www.growthtribe.io
Don’t visit this website

12. What’s On The Menu?
WTF is growth
hacking anyway?
Deliciously low
hanging fruits..

13. Growth Hacking
Growth Marketing
Technical Marketing
Growth

14. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan

15. What Is Growth Hacking?
Coding +
Automation
Creative
Marketing
UX improvement
Conversion
Rate
Optimization

16. The Brain Of A “Growth Hacker”
Place your screenshot here

17. Udemy

18. Story I hate...Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10

19. Story I love...Paypal
Paypal
please

20. Famous examples

21. What do most of these have
in common?

22. What do these have in common?
Creative
or
Sneaky
(not sustainable)
Quite
Technical
OPN
(Other People’s
Network)

23. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Technical
Marketing
Conversion
Rate
Optimization
GROWTH
HACKING

24. Today’s Marketer

25. “Marketers should be held to the same level
of quality as developers. We teach technical
growth skills.

26. Can’t code… don’t worry

27. Growth hackquisition

28. 2 Days
30€
Unlimited leads

29. Then what?

30. Pre-heat the cold leads on Twitter and Linkedin
1 week
+
$145

31. Blockspring Playbook
Infinite
Leads :D
blockspring Clearbit API
Email Hunter API
Twitter
Custom
Audiences
Crystal
Knows
Dedicated
Landing Page
SALES $$$

33. Sli.do Playbook
Python script
Proxy API Email
Course
Email
Leads
(Or Tor)
0 email leads

34. So how do we come up with
these?

35. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
GROWTH
HACKING

36. OMTM
Hard + Soft data
P.I.E.S
or
B.R.A.S.S.
Experiment Doc
Time boxing
Cross-skilled teams
Agile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemize
or
Productize Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Copy others + Go crazy
the GROWTH
process

37. Experiment based approach

38. Hard data - Retention Charts
Are users coming back?
What is the impact of our efforts on retained users?

39. Hard data - Segmental Analysis
What behavioural segments are more valuable?
Can we predict their behaviour?
Recency, Frequency, Monetary

40. Soft data
why?

41. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
Behavioural
Psychology
UX improvement
Inspiration: @clarabuchanan
GROWTH
HACKING

42. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING

43. OMTM
Hard + Soft data
P.I.E.S
or
B.R.A.S.S.
Experiment Doc
Time boxing
Cross-skilled teams
Agile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemize
or
Productize Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Copy others + Go crazy
the GROWTH
process

44. “What to do when you’ve only got
3 months to make a difference?

45. LOW HANGING FRUITS
(that work 9/10 times)

46. Low Hanging Fruit #1

47. 250-3000 Ads per day

48. betalist.com

49. BJ Fogg Model

50. Negative aging: “Leave quick or stay long”
97% of people just f#$%ed off

51. You have 5 seconds to answer..
What does this
website do or
offer?
Why is it better
than the
competition or
similar
services?

53. FAIL

55. WIN

56. You have 5 seconds to answer..
What does this
website do or
offer?
Why is it better
than the
competition or
similar
services?
60% 20%

57. www.usabilityhub.com

58. Not much traffic and want to A/B test?
Go big or go home..
Low Hanging Fruit #2

59. Landing Page Optimization is for
babies… Retention optimization is for
grown ups
Low Hanging Fruit #3

60. Company A:
5 mio users/month
80% monthly
retention
Company B:
2 mio users/month
95% monthly
retention

61. Company A:
5 mio users/month
80% monthly
retention
>> 25 million users
Company B:
2 mio users/month
95% monthly
retention
>> 34 million users

62. But...
Retention takes forever to test..

63. Early signal shitty longer term
retention

65. To optimize retention = Identify and
optimize for the wow moment
Low Hanging Fruit #4

67. The WOW moment
“Wow...this will improve my life”

68. Famous wow moments
1-day retention
Put at least 1 file in a folder
+ see link
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.

69. How to determine your wow moment?
Guess

70. How to determine your wow moment?
Guess
Collect Data
(Hard and Soft)

71. Use this template: growthtri.be/wow

72. Watch a bunch of user recording videos at 4x speed
What did they do? What didn’t they do?
VS.
Retained Gone forever

73. How to determine your wow moment?
Guess
Ask a data
scientist
Analyze by
hand…then
guess

74. Tip: How many steps to
your “WOW”?

75. How many steps to your
“WOW”?
1. Reduce that number by 90%
2. Segment the WOW

76. Fruit #5
Flip the funnel..

77. Flip the funnel
Acquisition
Activation
(WOW)
Retention
Referral
Revenue
Awareness
Activation
(WOW)
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition /
Activation

87. Fruit #6
Engineered marketing
is quick and easy

88. Hubspot Website Grader

89. Online Dialogue Calculators

90. Crew’s Case Study

91. Crew’s Story

92. https://crew.co/labs/

93. grader.growthtribe.io

94. grader.growthtribe.io

96. Prediction..

98. Prediction..
Machine learning will slowly
automate 50% of marketer’s jobs
Learn to leverage them..

100. If you’re here you should already have read these..

101. And now read these...

102. Tools Tools Tools

103. Come Speak in Amsterdam

104. growthtri.be/e-course

105. Twitter
@darnocks
Linkedin
David Arnoux
Let’s be soshul media friendz