You Can't Growth Hack Your Way to Success

PowerPoint Presentation

You cant growth hack your way to successDouble-digit growth with real strategy instead of growth hacking your way to oblivion.Kyle Lacy, OpenView

#INBOUND16@KYLEPLACYWe must understand change.

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IndustrialRevolution1760-1840

InformationRevolution1950-1990

ConsumerRevolution2000-2016IntelligenceRevolution2020+

MobileSocialSaaSCloudMachine LearningComputersRadioTelevisionInternetCotton GinSteam EngineBessemer ProcessModel TTelephoneTransistor

NanotechnologyArtificial IntelligenceVirtual Reality


#INBOUND16@KYLEPLACYWhat the hell is happening?

#INBOUND16@KYLEPLACYMobility completely changed the game

CURRENTDisruption


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#INBOUND16@KYLEPLACYDay in the Life of a Mobile User

Average # Apps Installed on DeviceAverage Numbers of Apps Used DailyAverage # of Apps Accounting for 80%+ of App UsageTime Spent on Phone (per Day)Most Commonly Used AppsUSA371235 hoursFacebookChromeYouTube

Worldwide331234 hoursFacebookWhatsAppChrome

#INBOUND16@KYLEPLACYEvery customer is a consumer first.

#INBOUND16@KYLEPLACYAnd the consumer experience is seamless.


#INBOUND16@KYLEPLACYSmart machines are here to stay

FUTUREDisruption


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#INBOUND16@KYLEPLACYHave no fear.

#INBOUND16@KYLEPLACYWe dont survive.

#INBOUND16@KYLEPLACYWe evolve.

#INBOUND16@KYLEPLACYThe 4 Ps to building sustainable growthIgnore all this growth hacking crap.

#INBOUND16@KYLEPLACYPEOPLEPERSONAPERFORMANCEPROGRAMS

#INBOUND16@KYLEPLACYPEOPLEDo you have the right people? Hire for aptitude, attitude and agility.


#INBOUND16@KYLEPLACYIs your team organized to win in the digital environment?


ACQUISITIONCONVERSIONBRANDContentPRBrand EnablementCorporate CommsCreativeEvents

DigitalTraditionalAdsField ManagersOperationsAutomation

Personas/StrategyMessagingSales Enablement TrainingRetention

#INBOUND16@KYLEPLACYThe marketing team of the future

#INBOUND16@KYLEPLACYControls every aspect of the customer experience.

#INBOUND16@KYLEPLACYPERSONADo you know your customer? Do you understand their behavior, motivations, goals and demographics?

#INBOUND16@KYLEPLACYPERSONAa semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

#INBOUND16@KYLEPLACYPROCESSHow does your team operate and optimize for product, pricing, promotions and channels?

#INBOUND16@KYLEPLACYPROCESS TIP #1Your UXperience matters.

@KYLEPLACY@KYLEPLACY#INBOUND16@KYLEPLACY

#INBOUND16@KYLEPLACYGet the experience right and your product will sell itself.



#INBOUND16@KYLEPLACYOr your customers will sell it for you.



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#INBOUND16@KYLEPLACY73% of companies consider user experience a top prioritySource: Forrester Research, Forresters CX Index


#INBOUND16@KYLEPLACY1% actually deliver an excellent experienceSource: Forrester Research, Forresters CX Index



Source: UserTesting.com


#INBOUND16@KYLEPLACYPROCESS TIP #2Its not content marketing. Its thought-leadership.


#INBOUND16@KYLEPLACYThought-leadership is not about you.


#INBOUND16@KYLEPLACYIt starts and ends with your customer.


#INBOUND16@KYLEPLACY4 Types of Thought LeadershipEXPERIENTIALCONSUMERPEERBENCHMARK

#INBOUND16@KYLEPLACYExperiential Thought-Leadership

Understand the customer journey.

#INBOUND16@KYLEPLACYExperiential Thought-Leadership

Shopped in 100 retail stores

Tracked 80 different marketing touch points over 90 days

Delivered tailored report cards and competitive analysis

#INBOUND16@KYLEPLACYConsumer Thought-LeadershipUnderstand trends in consumer behavior

#INBOUND16@KYLEPLACYPeer Thought-Leadership

Let your prospects and customers compare against each other.

#INBOUND16@KYLEPLACYPeer Thought-Leadership

#INBOUND16@KYLEPLACYBenchmark Thought-Leadership

Your data is your only differentiator.

#INBOUND16@KYLEPLACYPERFORMANCEDo you have the system in place to track and evolve?

#INBOUND16@KYLEPLACYWe must move from numbers keeping score to numbers that drive better actions.David Walmsley

#INBOUND16@KYLEPLACYPERFORMANCE TIP #1Data is life.


#INBOUND16@KYLEPLACYExample of an impact slide textExample of supporting information or sourcing information goes here

#INBOUND16@KYLEPLACYExample of an impact slide textExample of supporting information or sourcing information goes here

#INBOUND16@KYLEPLACY70% of technology implementations fail because of bad data.Source: Forrester Research


#INBOUND16@KYLEPLACYDatabase cleansing should be top priorityDo you have someone focused on data management?Get your team off spreadsheetsOne system of record for the entire companyGet your team off spreadsheetsGet your team off spreadsheets

How do you efficiently manage data?

#INBOUND16@KYLEPLACYPERFORMANCE TIP #2Better goal tracking leads to better results.



My Primary StackData / Automation

CRM

Goal / ProjectManagement



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#INBOUND16@KYLEPLACYPERFORMANCE TIP #3Die engagement metrics!Long live unit economics.


#INBOUND16@KYLEPLACYMarketing should function like an ecommerce company.


#INBOUND16@KYLEPLACYOpen RateClick Through RateCost per ClickTime on SiteBounce RateClose rate per ChannelConversion RateEngagement Metrics Are ImportantBUTSECONDARY

#INBOUND16@KYLEPLACYUnit economics are important to understand

#INBOUND16@KYLEPLACYUNIT ECONOMICSDirect revenues and costs associated with a particular business model expressed on a per unit basis.

#INBOUND16@KYLEPLACYCAC & LCV & LTVPAYBACK PERIODCUSTOMER RETENTION

#INBOUND16@KYLEPLACYLIFETIME VALUE (LTV)The amount of revenue a single user generated during the entire duration of their usage of your service.

#INBOUND16@KYLEPLACYKnow your unit economics better than the ceo

#INBOUND16@KYLEPLACYPEOPLEPERSONAPERFORMANCEPROGRAMS

#INBOUND16@KYLEPLACYWe believe providing (individual) with this (service) will result in this (outcome).

We will know this when we see (measureable result).@JimKalbach

#INBOUND16@KYLEPLACYYour PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
