PLANNING FOR CUSTOMER GROWTH Stephen Neville @wheressteve
Planning for Growth
Jan 26, 2015
This presentation was delivered on the topic of prioritising the marketing to a group attending lectures as part of the University of Melbourne's Accelerator program MAP.
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PLANNING FOR CUSTOMER GROWTH
Stephen Neville
@wheressteve
What is communications planning?
Influencing customer behavior through a combination of message, placement & timing
PLACE & TIME
How, where & when you will
be able to reach them
MESSAGE
What do you want your
customer to think, feel &
do
Before we go on…
1. Know your customer!
2. You are trying to change behavior
3. Decisions are made for both rational and emotional reasons
Acquiring customers = $$$
Distribution hacking, growth hacking, growth engineering, viral loops, engines of growth, lean marketing, inbound marketing…
…positive, repeatable, customer relationships
in the most efficient manner possible!
POSITIVE
Build Something of
Value
EFFICIENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
Measurement
POSITIVE
Build Something of
Value
EFFICIENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
Measurement
“focus relentlessly on achieving product/market fit”
- Marc Andressen (Moziaic, Netscape, Ning, Andressen Howitz… and a whole lot of other stuff)
“sustainable growth programs are built on a core understanding of
the value of your solution in the minds of your most passionate
customers”- Shaun Ellis (Logmein, Dropbox, KissMetrics, Qualaroo)
“Invest your marketing money in your product and your service. Get that
right, and your customers will take care of your marketing for you…”
Net Promoter Score:Would you recommend this product to a
friend?
Quantifying value
Avg. +10 -15, World Class. +50
“Very” Recommendation
>40% Focus on funnel metrics, transitioning for growth
<40% Keep iterating product, positioning and targeting
Find out why
Knowing why you matter informs your messaging through the remaining stages of growth
EFFICENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
POSITIVE
Build Something of
Value
Measurement
POSITIVE
Build Something of
Value
EFFICENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
Measurement
The Funnel
AARRRAcquisition - users come to site from various channelsActivation – customers use product for the first timeRetention – customers come back multiple timesReferral – customers refer othersRevenue – customers make your business money
Things you are in control of now
- Dave McLure (500 Startups)
Activation
Activation
Retention
Revenue
Referral
Referral
“Fortunately, we spent almost all our effort on making an elegant, simple product that ‘just
works’ and making users happy”
Understand the Audience
Frictionless Activation
Remove Free Plan
Fourteen Day Trial
Installation Rate Conversion to Sale Monthly Spend
159%
250%
56%
POSITIVE
Build Something of
Value
EFFICITENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
Measurement
POSITIVE
Build Something of
Value
EFFICITENT
Clean Up your Own Backyard
REPEATABLE
Go Fishing
Measurement
Pond Fishing
Pond Integrations
Ocean Fishing
36
90
88
85
85
84
80
78
75
63
63
62
62
62
61
60
59
59
59
Comparison websites
Friends/ family reco
Brand website
Internet search
Cons opinion site/ blogs
Personal letter/ statement
Print articles
Direct mail
Local newspaper ads
Relevant websites
Directory ads
Magazine ads
Mailed instore promos
Seminars/ trade fairs
Newspaper ads
TV ads
Print inserts/ leaflets
Expert reco
0 20 40 60 80 100
CCFNorm
Digital
Tools of the Trade
Tools of the Trade: Data
ANALYTICS INSIGHTS A/B TESTING
Tools of the Trade: Cohorts
Summary • Know your customer
• Remember you are trying to change behaviors
• Build something people need
• Optimise your marketing funnel
• Spend all your hard earned $$$
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