Shape's Optimization and Growth Lead, Nicole Mintiens (aka me), attended Silicon Valley's largest digital and growth marketing event the Growth Marketing Conference, in San Francisco Dec. 7th, 2017.
Conference founder, Vasil Azarov, opened they event with emcee Dan McGaw, CMO of Effin Amazing, who brought the first unicorns of the day.
Growth teams are often comprised of a growth lead, product manager, software engineer, data analysts product designers and marketing specialists (or rockstar T-shaped marketers with a combination of those skills).
The following are 46 takeaways from the Growth Marketing Conference to enhance your marketing skills and industry knowledge.
Data-Driven Design: The Optimization Blueprint Your Growth Team Needs to Succeed
Oli Gardner, Co-Founder at Unbounce
1. We covered Oli's 3D playbook in our previous conference post Shape Czechs Out Marketing Festival: Invisible Giants, Stupid Thoughts & Ugly Babies.
2. Get Oli's Slides, 3D Playbook & Design Sketch Worksheet from San Francisco
Personal note: Oli surprised the crowd (and me) with the first public announcement of our elopement to over 1000 attendees who formed hand-hearts as he took our on-stage selfie.
Why Product Marketing is the Growth Secret Weapon You Absolutely Must Have
Hana Abaza, Head of Marketing at Shopify Plus
Product marketers work across marketing, product and customer-facing teams helping to build products, fuel growth and enable the organization.
3. Bad product marketing can be identified by:
- People don't understand what you do
- Your employees don't know how to explain it
- None of that marketing stuff is working
4. Pragmatic Marketing has free resources to stay current on the latest product management industry information and best practices.
5. Positioning: Context is everything. Use language real people use to describe your product.
- What is it? Plain language. No jargon.
- Who is it for? Be as specific as possible.
- What category? New vs established. Frame of reference.
- How are you different? Be honest.
- Why should I care? What's in it for me? Benefits and value.
- Alternatives? Status quo. Competitors. Frenemies.
6. Use Hana's Go to Market Internal Product Positioning Brief Template for your next launch.
7. Get more details from the talk in her What is Product Marketing? SlideShare
8. For more from the hilarious positioning mastermind, April Dunford, check out 63 Clever PPC Ideas to Test from Unbounce's CTA Conference.
Lessons Learned: Growing From Single Product to Multi Product Business
Jeff Titterton - SVP Marketing at Zendesk
9. Diversification can be tempting but remember your core product should always reign supreme until new ones prove otherwise.
The Art of Building Products that Grow Explosively - Expert Panel
10. Translate voice of customer insights from product usage to marketing strategy.
11. Word of mouth is powerful - get people talking. It's the only advertising CrazyEgg has used.
12. Foster a culture of testing: SurveyMonkey decentralized their testing as soon as possible to make it more common across the organization.
Making Customers Behave: Using Behavioral Cohorts to Optimize Conversions
Shawn Hansen Chief Marketing Officer at Heap
13. Great product but can't sell? Focus where the purchase is breaking down in the user journey.
14. Reduce friction: Single click checkout is a result of A/B testing at Amazon to remove friction for high-intent buyers
15. Predictive analytics is the hardest to get right. Behavioral or journey based analytics are good stepping stones.
16. Marketers need to care about "life time value". Don't be satisfied with clicks and lead generation.
17. High engagement = More likely to renew. Track frequency and quality of usage.
Jump Starting Agile Growth
Sean Ellis - Founder and CEO at Growth Hackers
18. Growth hinges on product market fit. Don’t focus on growth until you can prove you’ve got the right product for the customer you’re targeting.
19. Know your North Star Metric: The one metric that translates the success of your mission.
20. Growth isn’t just about startups. It’s applicable to ALL companies, of all sizes. If you don’t have a growth culture, you'll be disrupted.
Onboarding Comes First: The Product-driven Retention Strategies That Make All the Difference
Casey Winters - Growth Advisor in Residence at Greylock Partners
21. Removing friction in your core product is better than adding features.
22. The goal is to get users to experience the product's value as fast as possible. Also known as their "Aha Moment".
23. Remove friction (i.e. non-critical elements) that distract new users from experiencing the products value. Pinterest, for example, removed meta data from images to better focus users' attention.
24. Reward loyalty: Run separate programs for loyalty members vs. regular users - although keep in mind not all companies inspire or need loyalty (i.e. Apartments.com)
25. Don't run promotions unless it drives new users because it trains your audience to wait for promotions.
How to Build a Growth Team from Scratch: Key Lessons from Uber, Facebook, Postmates & Pinterest
26. Work for a company that's already achieved strong product market fit to reap the rewards of fast growth. If your company hasn't achieved PMF growth will be slow and difficult.
The Roles, Support Functions, & Resources You Need to Scale Your Growth like LinkedIn & SurveyMonkey
Ada Chen Rekhi - Founder and COO at NoteJoy (Previously LinkedIn, Bing & SurveyMonkey
27. Growth Team Structure Examples:
- Slack (decentralized)
- LinkedIn (centralized)
- Credit Karma (centalized to decentralized)
28. Considerations when choosing a model:
- Balancing growth with product innovation
- Building leverage across the entire team
Why Building the Right Growth & Monetization Team Gives You an Incredibly Unfair Advantage
Jim Szafranski - COO Prezi
29. To start making moves with less roadblocks focus on low hanging fruit and low customer acquisition cost areas where other people in the company aren't focused.
30. Know what really matters most to your business = real unfair advantage.
Executive Panel: High-Growth Startup Founders & CEOs Share Their Growth Playbooks
31. Grammarly used paid search to quickly test growth strategies at scale.
32. Google uses a 5X content repurposing rule to improve efficiency
33. The case against the "Death of Freemium": Free users add valuable early feedback and get less upset than enterprise users with high expectations.
34. Attract expert advocates: A good indicator of product market fit is when experts start using and recommending your product.
35. On-boarding is key: Properly setting expectations is crucial as product reviews are highly impacted by users' perceptions of their initial experience based on the promises of marketing.
36. Process > Tools: The most benefit will be gained by investing in improvements to process not just tools.
Moving Up Fast: The Secret to Rapid Growth and a Big Exit
Nathan Latka - CEO at The Top Inbox and podcast host of "The Top Entrepreneurs"
37. Nathan uses rapid-fire 15-min interviews with CEOs to develop a massive database of funding information
38. How to get traction without funding:
- Monopolize one distribution channel
- This strategy is credited for the success of ClassPass' referral program in Joanna Lord's talk at Turing Fest this year. See #23: 45 “Pure Dead Brilliant” PPC Tactics to Test from Turing Fest
- Increase money velocity by decreasing payback period
Expert Analytics Panel: Measuring the Metrics That Actually Drive Growth
39. Analytics experts favorite tools (that aren't their own):
The C Factor: A Customer-Driven Growth Framework
Sujan Patel - GM & Co-Founder of Web Profits
40. The 5 Cs of the C Factor to develop a customer-obsessed mentality:
- Customer Experience: Optimize the 1st & 2nd product interactions (i.e. on-boarding)
- Communication: Talk to customers to get feedback
- Content: Create content that solves your customer's problems
- Community: Create community around advocates and power users
- Customer Advocacy: Identify, empower and engage advocates
41. The C Factor Daily Routine:
- Monday: Review NPS, Ask promoters for testimonials & reviews
- Tuesday: Look through product analytics to identify power users
- Wednesday: Interview power users (most active users of the week)
- Thursday: Email churn customers for feedback
- Friday: Email/Message people who referred customers ("How'd ya hear about us" responses)
Lean Growth Marketing: Testing & Tracking What Actually Matters
Brant Cooper - CEO and Founder at Moves the Needle
42. The 3 E's of Lean Value Discovery:
- Empathy: Discovering insights from deeply understanding customers' needs, pains & desires
- Experimentation: Translating insights into testable hypotheses to decrease risk of assumptions
- Evidence: Making quick decisions based on insights and customer behavior
11 Game Changing Steps to Building A Power Brand
43. When you raise prices, you get better clients.
44. Say no more often to create time for the right opportunities. Work smarter, not harder (and triple your prices).
45. Unicorn Detecting Pyramid Scheme:
- Produce and audition lots of campaigns
- Measure user engagement rates
- Kill the donkeys (low engagement)
- Find the unicorns (high engagement) and sound the unicorn alert
46. Maintain a ‘Unicorn’ slush fund to continuously promote your most engaged content.
Embrace Growth as a Mindset
With an ever-evolving business landscape, we must constantly learn, share and apply skills that grow our companies and most importantly ourselves. By understanding what matters we can focus our time where it will have the greatest impact.
If you manage paid search campaigns and want to spend less time budgeting to focus on more important tasks, you should give Shape a try.
It's a flexible PPC management platform with a recently released free version so you can group campaigns into budgets across AdWords, Bing, Facebook and LinkedIn without worry of overspending.