Velocity Marketing and Growth Hacking, Nov '12

Growth Hacking andVelocity Go To Market

Sunday, November 11, 2012

Explosive Platform Growth


B2C : Facebook, Zynga, CraigslistBoth : Twitter, Apple iphone, AndroidB2B: Salesforce, Linkedin

Rise of the APIs


How to Stand Out?


In crowded markets!

before we start


It’s All About Coding


Coding without purpose doesn’t win

It’s All About Content


Content without Context is a loser

Death of the Marketer


You don’t win by firing the marketers, or forgetting the growth hackers

what’s going on!


three shifts


It used to be “go ask Dad”, but Dad wasn’t very reliable


Now it’s go ask google, but we have content overload

Content is a commodity!


Andreessen Horowitz Enterprise portfolio, March 2012

IT Cost Transparency

EnterpriseCollaboration

Software

Cloud Content Management

Virtualization & Security

Flash StorageSolutions

Business IntelligenceSolutions

Enterprise Social

Software

Virtualization Software

On Demand Identity

Management


Self described category

115,000 550,000 286,000

5,170,000 1,230,000 2,800,000

220,000 2,030,000 27,500


“Quoted” Exact term search results

Even in very specialized B2B markets, information is overabundant

of B2B sales cycle complete before first contact to selected vendor

57%


Second, we have self directed buyers

Crowded Markets


Third we have overcrowded markets

what to do about it?


How do we sell and market in content commoditized, over crowded markets with self directed buyers?

Viewpoint Sets the Stage


In order to get attention, we have to set the stage with Viewpoint... this is our context...

Explain

Let’s look at some examples..

Salesforce.com is the enterprise cloud computing company that is leading the shift to the Social Enterprise


Note shift from end of software to Social Enterprise

Zuora

Commerce has evolved. In the last 10 years, there's been a dramatic shift in the way both consumers and companies want to do business. Today, people would rather subscribe to services than to buy products. It's happening everywhere. And it will have a dramatic effect on your business.


Entire Go to Market based on Viewpoint of “Subscription Economy”

Threats have changed radically from just a few years ago. Advanced malware has replaced the broad, scattershot approach of mass-market malware designed for mischief. Most of today's attacks are targeted to get something valuable.


New threats, new needs.... SIMPLE AND POWERFUL

We’ve stocked our magnificent flying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-flight Wi-Fi? Check. An enjoyable ride you'll actually look forward to? Check and doublecheck.


Why should flying suck? Flying is fun!

Focus on Value


Then we have to find our unique value in the context of this viewpoint

Classic positioning and messaging, but with VIEWPOINT as the CONTEXT

Execute with Velocity


Acquire users by DEMONSTRATING AND DELIVERY VALUE THROUGH EXPERIENCE EARLY AND OFTEN

117-12


If your a fan of American football, Coach Kevin Kelly, Pulaski acadamy, LR Ark. 3 state champ, 117 -12...

He learned that statistically punting doesn’t pay off, and that scoring is the essence of winning, and you can’t score when other team has the ball...

1) He doesn’t punt, ever2) He onside kicks on every kickoff3) He runs off the field when fielding punts, does not risk fumbles and muffs...

Why does this matter:

1) Adopt a Viewpoint,2) Execute with commitment3) Don’t take excuses...LIKE, we can’t expose our product and service with experience, look at these examples...

Experience Matters Most


Dogfoodhttp://www.youtube.com/watch?v=dpmX9yfl7no&feature=player_embedded

Skippyhttp://www.youtube.com/watch?v=K-

n8zFxUQ64&feature=player_embedded

RiskCheckhttps://www.whitehatsec.com/riskcheck.html


See blog : http://first-productmarketing.blogspot.com/2012/08/eat-this-dog-food-experience-marketing.html

https://www.whitehatsec.com/riskcheck.html




Thinking Like an Engineer

Orientation - Technology Perspective - Details

Focus - Problem Solving


Thinking Like an Marketer

Orientation - Revenue Perspective - Big Picture Focus - Solution Sharing


Thinking Like an Growth Hacker?

Orientation - Technology Perspective - Details

Focus - Problem Solving

Orientation - Revenue Perspective - Big Picture Focus - Solution Sharing


Thinking Like an Growth Hacker?

Orientation - Acquisition Perspective -Users and platforms

Focus - Integration and Conversion


ACTION PLAN

1) Adopt a velocity mindset

2) Get a viewpoint

3) Align Value

4) Double your experience delivery


Breakthrough

Twitter - Email -

[email protected]


mailto:[email protected]

mailto:[email protected]

Documents

Velocity Marketing and Growth Hacking, Nov '12