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Technical Marketing and Growth Hacking
low hanging fruit
David Arnoux
Head of Growth
GrowthTribe
www.growthtribe.io
Twitter/Snapchat
@growthtribe
Takeru Kobayashi
Takeru Kobayashi
“
If you’re growing a company today you
better learn to eat hot dogs fast...
Startups
Students Full-time Academy
Full-time Academy
Technical Marketing and Growth Hacking Low Hanging Fruit
HIGH GROWTH / HIGH POTENTIAL STARTUP
Increase
Conversions
Reduce CAC
Find new
channels
Change mindset Retention
Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies
Technical Marketing and Growth Hacking Low Hanging Fruit
Startups
Students Full-time Academy
Full-time Academy
Adult Education Crash-courses
CorporatesConsulting and Academies
Royal Family Workshops and consulting
www.growthtribe.io
Don’t visit this website
What’s On The Menu?
WTF is growth
hacking anyway?
Deliciously low
hanging fruits..
Growth Hacking
Growth Marketing
Technical Marketing
Growth
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
What Is Growth Hacking?
Coding +
Automation
Creative
Marketing
UX improvement
Conversion
Rate
Optimization
The Brain Of A “Growth Hacker”
Place your screenshot here
Udemy
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
Story I love...Paypal
Paypal
please
Famous examples
What do most of these have
in common?
What do these have in common?
Creative
or
Sneaky
(not sustainable)
Quite
Technical
OPN
(Other People’s
Network)
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Technical
Marketing
Conversion
Rate
Optimization
GROWTH
HACKING
Today’s Marketer
“Marketers should be held to the same level
of quality as developers. We teach technical
growth skills.
Can’t code… don’t worry
Growth hackquisition
2 Days
30€
Unlimited leads
Then what?
Pre-heat the cold leads on Twitter and Linkedin
1 week
+
$145
Blockspring Playbook
Infinite
Leads :D
blockspring Clearbit API
Email Hunter API
Twitter
Custom
Audiences
Crystal
Knows
Dedicated
Landing Page
SALES $$$
Technical Marketing and Growth Hacking Low Hanging Fruit
Sli.do Playbook
Python script
Proxy API Email
Course
Email
Leads
(Or Tor)
0 email leads
So how do we come up with
these?
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
GROWTH
HACKING
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
Experiment based approach
Hard data - Retention Charts
Are users coming back?
What is the impact of our efforts on retained users?
Hard data - Segmental Analysis
What behavioural segments are more valuable?
Can we predict their behaviour?
Recency, Frequency, Monetary
Soft data
why?
Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
Behavioural
Psychology
UX improvement
Inspiration: @clarabuchanan
GROWTH
HACKING
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
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
“What to do when you’ve only got
3 months to make a difference?
LOW HANGING FRUITS
(that work 9/10 times)
Low Hanging Fruit #1
250-3000 Ads per day
betalist.com
BJ Fogg Model
Negative aging: “Leave quick or stay long”
97% of people just f#$%ed off
You have 5 seconds to answer..
What does this
website do or
offer?
Why is it better
than the
competition or
similar
services?
Technical Marketing and Growth Hacking Low Hanging Fruit
FAIL
Technical Marketing and Growth Hacking Low Hanging Fruit
WIN
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%
www.usabilityhub.com
Not much traffic and want to A/B test?
Go big or go home..
Low Hanging Fruit #2
Landing Page Optimization is for
babies… Retention optimization is for
grown ups
Low Hanging Fruit #3
Company A:
5 mio users/month
80% monthly
retention
Company B:
2 mio users/month
95% monthly
retention
Company A:
5 mio users/month
80% monthly
retention
>> 25 million users
Company B:
2 mio users/month
95% monthly
retention
>> 34 million users
But...
Retention takes forever to test..
Early signal shitty longer term
retention
Technical Marketing and Growth Hacking Low Hanging Fruit
To optimize retention = Identify and
optimize for the wow moment
Low Hanging Fruit #4
Technical Marketing and Growth Hacking Low Hanging Fruit
The WOW moment
“Wow...this will improve my life”
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.
How to determine your wow moment?
Guess
How to determine your wow moment?
Guess
Collect Data
(Hard and Soft)
Use this template: growthtri.be/wow
Watch a bunch of user recording videos at 4x speed
What did they do? What didn’t they do?
VS.
Retained Gone forever
How to determine your wow moment?
Guess
Ask a data
scientist
Analyze by
hand…then
guess
Tip: How many steps to
your “WOW”?
How many steps to your
“WOW”?
1. Reduce that number by 90%
2. Segment the WOW
Fruit #5
Flip the funnel..
Flip the funnel
Acquisition
Activation
(WOW)
Retention
Referral
Revenue
Awareness
Activation
(WOW)
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition /
Activation
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
Fruit #6
Engineered marketing
is quick and easy
Hubspot Website Grader
Online Dialogue Calculators
Crew’s Case Study
Crew’s Story
https://crew.co/labs/
grader.growthtribe.io
grader.growthtribe.io
Technical Marketing and Growth Hacking Low Hanging Fruit
Prediction..
Technical Marketing and Growth Hacking Low Hanging Fruit
Prediction..
Machine learning will slowly
automate 50% of marketer’s jobs
Learn to leverage them..
Technical Marketing and Growth Hacking Low Hanging Fruit
If you’re here you should already have read these..
And now read these...
Tools Tools Tools
Come Speak in Amsterdam
growthtri.be/e-course
Twitter
@darnocks
Linkedin
David Arnoux
Let’s be soshul media friendz

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