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GROWTH HACKING
THE FUTURE OF
MARKETING IN TECH
by Victoria Rusnac
@VictoriaRusnac
Marketing strategy
Brand strategy
Product marketing
P&L management
Customer Marketing
Growth Marketing
Digital Marketing
Executive MBA
MARKETING IN FMCG, TELCO AND TECH
3
§ Why growth hacking emerged?
§ Growth hacking explained
§ Growth hacking epic examples
§ Growth hacking tools
§ Q&A
AGENDA
GROWTH HACKING
WHY GROWTH
HACKING
EMERGED?
DIGITAL AND MOBILE HAVE DISRUPTED THE MARKETS
DISRUPTIVE TECHNOLOGIES REQUIRE A
BEHAVIOURAL CHANGE
SOCIAL MEDIA RESHAPED THE CUSTOMER JOURNEY
Growth hacking. The future of marketing in Tech.
SOCIAL MEDIA & UGC IMPACT PURCHASE BEHAVIOR
GROWTH
HACKING
EXPLAINED
MARKETING IN TECH… GROWTH HACKING
&
PSYCHOLOGY
THE TANDEM OF MARKETING AND DATA
Growth hacking is all about
• developing creative strategies and unconventional tactics
• to dramatically increase users as
• cheaply as possible.
GROWTH HACKING
MARKETING + DATA + PRODUCT
Growth Hacker is a person whose true north is growth, combining engineering,
designing and marketing simultaneously in order to find optimal product-market
fit. Sean Ellis, DropBox founder.
How can you design a product experience that—just by using it—generates
marketing visibility?
A mindset which focuses marketing activities on increasing the scale and
profitability of a business through testing and optimisation techniques for
improving the value of audience touchpoints across the customer lifecycle.
PERSPECTIVES ON GROWTH HACKING
PRODUCT MARKET FIT
THE ONLY FUNNEL I BELIEVE IN
LEAN MARKETING FUNNEL
AARRR
Startup Metrics for Pirates Dave McClure
ACQUISITION – People come to your homepage or other landing pages from various
channels, from press to blogs to search engine traffic to word of mouth.
ACTIVATION – People have a happy first experience while on your site, usually
culminating in some action like the creation of an account or giving you their email address
for more information.
RETENTION – People become active users of your product, coming back to use it
multiple times and staying engaged each time.
REFERRAL – People share your product with their friends, who then have to be
activated, retained, etc.
REVENUE – You monetize people using your product, either through advertising,
subscriptions, lead generation or business development.
AARRR OR CUSTOMER LIFECYCLE MARKETING
AARRR IN ACTION
HIGH VOLUME #
HIGH CONVERSION %
LOW COST €
THE CONSUMER DECISION JOURNEY BY MCKINSEY
Growth hacking. The future of marketing in Tech.
§ Google AdWords campaigns
§ Display advertising
§ Social Media campaign
§ Telesales scripts
§ Email campaigns
§ Landing pages
§ Customer Journeys
HYPOTHESIS TESTING IS EASY AND CHEAP TO RUN
A/B TESTING
GROWTH
HACKING
EPIC EXAMPLES
P.S.: I love you. Get your free
email at Hotmail.
Growth hacking. The future of marketing in Tech.
§ Automated integration to cross-post accommodation listings on Craigslist
§ Free professional photos
§ Network effect
AIRBNB: PRODUCT & UX HACKS
Growth hacking. The future of marketing in Tech.
GROWTH
HACKING
TOOLS
28
GROWTH HACKING TOOLKIT
29
1) PRODUCT MARKETING
2) PARTNERSHIP MARKETING
3) RETENTION
4) VIRALITY & REFERRAL
TOOLS WE WILL COVER
PRODUCT
MARKETING
HUMANS HAVE SHORTER ATTENTION SPAN THAN
GOLDFISH
FEATURES
CUSTOMER
BENEFITS
QUANTIFIABLE
CUSTOMER
BENEFITS
PRODUCT MARKETING EXPLAINED
A feature is a factual description of how your product works.
The features are the functioning attributes of your product.
The features also provide the ‘reasons to believe’.
A benefit is what your product does for the customer.
The ways that the features make your customer’s life better by
increasing pleasure or decreasing pain.
FEATURES & BENEFITS
FEATURES
BENEFITS
Growth hacking. The future of marketing in Tech.
Growth hacking. The future of marketing in Tech.
VIRTUAL BANK N26 HAS FEATURES FOR YOU
FUNCTIONALITY: send money at the market rate
BENEFIT: cheaper money transfer
QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72.
TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS
MESSAGING IN ALL TOUCHPOINTS
PARTNERSHIP
MARKETING
Thomas Cook introduces
interest-free direct debit
payments
A new method of spreading the cost of paying for holidays by the use of
direct debit is being introduced by Thomas Cook.
The monthly payments by direct debit scheme is linked to a low deposit
as Cook becomes one of the first travel companies to offer an interest-free
payment plan with zero fees for its customers.
Consumers booking online select the date of the month that the direct
debit is taken and can match the timing of payment with convenient dates,
such as payday.
Setting up the direct debit is integrated as part of the checkout process
when booking on Thomascook.com.
Cook has teamed up with direct debit provider GoCardless to offer the
service.
PARTNERSHIP MARKETING IS A BIG OPPORTUNITY
ACCOUNTANTS
partners and selling channel for
financial management software
BENEFITS
§ Special free software
§ Free training
§ Promotion of their firm
§ Marketing funds
PARTNERSHIP MARKETING FOR FINANCIAL SOFTWARE
RETENTION
GETTING USERS TO CONTINUE USING THE
PRODUCT OR SERVICE
Also known as:
§Engagement
§Repeat purchases
§Advocacy
HOW DO YOU KEEP RETENTION UP?
§ Amazing product experience
§ Amazing service
§ Email marketing
§ 3, 7 and 30 days First Time Use
§ Customised and automated emails
§ Retargeting
§ Content marketing
§ Building community
§ Gamification
§ Social Media
TO ACHIEVE ADVOCACY YOUR PRODUCT
NEEDS TO BE AN ORDER OF MAGNITUDE
BETTER THAN THE COMPETITOR’S
NPS SHOWS CUSTOMER ADVOCACY
Net Promoter Score is a customer loyalty metric based on a ‘likely to
recommend’ survey.
Promoters: Enthusiasts who fuel growth
Passives: Satisfied but vulnerable to competitors
Detractors: Unhappy, impede growth
In most industries, NPS explained
roughly 20% to 60% of the variation in
organic growth rates among
competitors.
On average, an industry’s Net Promoter
leader outgrew its competitors by a
factor greater than two times.
NPS CORRELATES WITH ORGANIC GROWTH
Bain study, 2015
THE WINNERS TAKE ALL
CUSTOMER IS KING…. VOCAL KING!
First positions in organic of azimoreview.com
Video was viewed 38,500 times
FULL TRANSPARENCY
VIRALITY &
REFERRAL
Designing the user experience so that telling and even inviting others to
join the service is
natural VIRALITY, PEER RECOMMENDATION
beneficial REFERRAL
NETWORK EFFECT
Aligned motivation occurs when new users see added value if there
were more users in the system.
VIRALITY AND REFERRAL: IS THERE A DIFFERENCE?
§ Make it easy to spread your product
§ Worth and conducive to spreading
§ Will customer spend their social capital
recommending your product?
§ Make it seem like it is not a favor
§ Refer a friend = help your friend discover
VIRALITY CAN BE ENGINEERED
REVOLUT: FINTECH EXAMPLE OF VIRALITY
WOM and eWOM
“INVITE FRIENDS” IN APP
SEND & RECEIVE MONEY
DOLAR SHAVE CLUB: LAUNCH VIDEO GOT TRACTION
§ Launch video in March 2012,
starring founder Michael Dubin
went viral
§ The website crashed, and the
blades sold out in six hours.
§ The video has been viewed
about 23 million.
§ In July, 2016 Dollar Shave Club
hit the jackpot when Unilever
agreed to buy it for $1 billion.
https://www.youtube.com/watch?v=ZUG9qYTJMsI
TRANSFERWISE: REFERRAL BONUS
Transfer for free when
you refer a friend!
- Every friend that you invite to
TransferWise will get +£15 in fee credit
- And for every invited friend who makes a
transfer over £200 (or equivalent in
another supported currency) on
TransferWise, you’ll also get +£15 in
transfer credit
THANK YOU
Victoria Rusnac
@VictoriaRusnac

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Growth hacking. The future of marketing in Tech.

  • 1. GROWTH HACKING THE FUTURE OF MARKETING IN TECH by Victoria Rusnac @VictoriaRusnac
  • 2. Marketing strategy Brand strategy Product marketing P&L management Customer Marketing Growth Marketing Digital Marketing Executive MBA MARKETING IN FMCG, TELCO AND TECH
  • 3. 3 § Why growth hacking emerged? § Growth hacking explained § Growth hacking epic examples § Growth hacking tools § Q&A AGENDA GROWTH HACKING
  • 5. DIGITAL AND MOBILE HAVE DISRUPTED THE MARKETS
  • 6. DISRUPTIVE TECHNOLOGIES REQUIRE A BEHAVIOURAL CHANGE
  • 7. SOCIAL MEDIA RESHAPED THE CUSTOMER JOURNEY
  • 9. SOCIAL MEDIA & UGC IMPACT PURCHASE BEHAVIOR
  • 11. MARKETING IN TECH… GROWTH HACKING & PSYCHOLOGY
  • 12. THE TANDEM OF MARKETING AND DATA
  • 13. Growth hacking is all about • developing creative strategies and unconventional tactics • to dramatically increase users as • cheaply as possible. GROWTH HACKING MARKETING + DATA + PRODUCT
  • 14. Growth Hacker is a person whose true north is growth, combining engineering, designing and marketing simultaneously in order to find optimal product-market fit. Sean Ellis, DropBox founder. How can you design a product experience that—just by using it—generates marketing visibility? A mindset which focuses marketing activities on increasing the scale and profitability of a business through testing and optimisation techniques for improving the value of audience touchpoints across the customer lifecycle. PERSPECTIVES ON GROWTH HACKING
  • 16. THE ONLY FUNNEL I BELIEVE IN LEAN MARKETING FUNNEL AARRR Startup Metrics for Pirates Dave McClure
  • 17. ACQUISITION – People come to your homepage or other landing pages from various channels, from press to blogs to search engine traffic to word of mouth. ACTIVATION – People have a happy first experience while on your site, usually culminating in some action like the creation of an account or giving you their email address for more information. RETENTION – People become active users of your product, coming back to use it multiple times and staying engaged each time. REFERRAL – People share your product with their friends, who then have to be activated, retained, etc. REVENUE – You monetize people using your product, either through advertising, subscriptions, lead generation or business development. AARRR OR CUSTOMER LIFECYCLE MARKETING
  • 18. AARRR IN ACTION HIGH VOLUME # HIGH CONVERSION % LOW COST €
  • 19. THE CONSUMER DECISION JOURNEY BY MCKINSEY
  • 21. § Google AdWords campaigns § Display advertising § Social Media campaign § Telesales scripts § Email campaigns § Landing pages § Customer Journeys HYPOTHESIS TESTING IS EASY AND CHEAP TO RUN A/B TESTING
  • 23. P.S.: I love you. Get your free email at Hotmail.
  • 25. § Automated integration to cross-post accommodation listings on Craigslist § Free professional photos § Network effect AIRBNB: PRODUCT & UX HACKS
  • 29. 29 1) PRODUCT MARKETING 2) PARTNERSHIP MARKETING 3) RETENTION 4) VIRALITY & REFERRAL TOOLS WE WILL COVER
  • 31. HUMANS HAVE SHORTER ATTENTION SPAN THAN GOLDFISH
  • 33. A feature is a factual description of how your product works. The features are the functioning attributes of your product. The features also provide the ‘reasons to believe’. A benefit is what your product does for the customer. The ways that the features make your customer’s life better by increasing pleasure or decreasing pain. FEATURES & BENEFITS FEATURES BENEFITS
  • 36. VIRTUAL BANK N26 HAS FEATURES FOR YOU
  • 37. FUNCTIONALITY: send money at the market rate BENEFIT: cheaper money transfer QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72. TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS
  • 38. MESSAGING IN ALL TOUCHPOINTS
  • 40. Thomas Cook introduces interest-free direct debit payments A new method of spreading the cost of paying for holidays by the use of direct debit is being introduced by Thomas Cook. The monthly payments by direct debit scheme is linked to a low deposit as Cook becomes one of the first travel companies to offer an interest-free payment plan with zero fees for its customers. Consumers booking online select the date of the month that the direct debit is taken and can match the timing of payment with convenient dates, such as payday. Setting up the direct debit is integrated as part of the checkout process when booking on Thomascook.com. Cook has teamed up with direct debit provider GoCardless to offer the service. PARTNERSHIP MARKETING IS A BIG OPPORTUNITY
  • 41. ACCOUNTANTS partners and selling channel for financial management software BENEFITS § Special free software § Free training § Promotion of their firm § Marketing funds PARTNERSHIP MARKETING FOR FINANCIAL SOFTWARE
  • 43. GETTING USERS TO CONTINUE USING THE PRODUCT OR SERVICE Also known as: §Engagement §Repeat purchases §Advocacy
  • 44. HOW DO YOU KEEP RETENTION UP? § Amazing product experience § Amazing service § Email marketing § 3, 7 and 30 days First Time Use § Customised and automated emails § Retargeting § Content marketing § Building community § Gamification § Social Media
  • 45. TO ACHIEVE ADVOCACY YOUR PRODUCT NEEDS TO BE AN ORDER OF MAGNITUDE BETTER THAN THE COMPETITOR’S
  • 46. NPS SHOWS CUSTOMER ADVOCACY Net Promoter Score is a customer loyalty metric based on a ‘likely to recommend’ survey. Promoters: Enthusiasts who fuel growth Passives: Satisfied but vulnerable to competitors Detractors: Unhappy, impede growth
  • 47. In most industries, NPS explained roughly 20% to 60% of the variation in organic growth rates among competitors. On average, an industry’s Net Promoter leader outgrew its competitors by a factor greater than two times. NPS CORRELATES WITH ORGANIC GROWTH Bain study, 2015
  • 49. CUSTOMER IS KING…. VOCAL KING! First positions in organic of azimoreview.com Video was viewed 38,500 times
  • 52. Designing the user experience so that telling and even inviting others to join the service is natural VIRALITY, PEER RECOMMENDATION beneficial REFERRAL NETWORK EFFECT Aligned motivation occurs when new users see added value if there were more users in the system. VIRALITY AND REFERRAL: IS THERE A DIFFERENCE?
  • 53. § Make it easy to spread your product § Worth and conducive to spreading § Will customer spend their social capital recommending your product? § Make it seem like it is not a favor § Refer a friend = help your friend discover VIRALITY CAN BE ENGINEERED
  • 54. REVOLUT: FINTECH EXAMPLE OF VIRALITY WOM and eWOM “INVITE FRIENDS” IN APP SEND & RECEIVE MONEY
  • 55. DOLAR SHAVE CLUB: LAUNCH VIDEO GOT TRACTION § Launch video in March 2012, starring founder Michael Dubin went viral § The website crashed, and the blades sold out in six hours. § The video has been viewed about 23 million. § In July, 2016 Dollar Shave Club hit the jackpot when Unilever agreed to buy it for $1 billion. https://www.youtube.com/watch?v=ZUG9qYTJMsI
  • 56. TRANSFERWISE: REFERRAL BONUS Transfer for free when you refer a friend! - Every friend that you invite to TransferWise will get +£15 in fee credit - And for every invited friend who makes a transfer over £200 (or equivalent in another supported currency) on TransferWise, you’ll also get +£15 in transfer credit