Strategies for Online Growth - Hub Daniel Glickman keynote

CMOconfessions.com

MODELS FOR GROWTHDaniel Glickman, CMO

roojoom.com

My blog: CMOconfessions.com

CMOconfessions.com

MARKETING BEFORE PRODUCT

CMOconfessions.com

Cost of Acquisition (CPA)

Average Life Time Value (ALTV)

>

CMOconfessions.com

A MARKETING PLAN IS...

A plan to acquire a specific number of customers below the target cost in-order to grow the company’s bottom line.

CMOconfessions.com

To create a successful marketing plan we must know the cost of getting prospects to each and every touch-points in the sales cycle

CMOconfessions.com

Awareness

Interest

Action

CMOconfessions.com

Awareness

Intrest

Action

300

People Cost CP…

$500 =$500/300

10 $500 =$500/10

1 $500 =$500/1

CMOconfessions.com

Anything must be measured

CMOconfessions.com

Channel Cost Per Lead Conversion Ratio Cost Per Sale

BillBoards

Conferences $30 Per Lead 12% $30 / 0.12 = $250

Social Media

Affiliates

CMOconfessions.com

Cost of acquisition is similar for all competitors

CMOconfessions.com

MODELS FOR GROWTH

CMOconfessions.com

CLASSIC MODELMedia Heavy

CMOconfessions.com

BUY TRAFFIC AND SELL TO THEM

Ad spend Good conversion High value sale

CMOconfessions.com

PROS

Simple funnel

Easily scalable

Hard to find the right product

For short buying cycles only

CONS

CMOconfessions.com

EXAMPLE - WIX

CPA > $200

ALTV = $450

>

Core Activities: Media Buying, Advertising

CMOconfessions.com

VIRAL MODELMarketing inside the product

CMOconfessions.com

PROS

Explosive growth Poor monetization

CPA shrinks with time Hard to implement

CONS

CMOconfessions.com

EXAMPLE - EMAZE

CPA = $150

ALTV = >$150

>

Core Activities: Customer support, Community

CMOconfessions.com

CONTENT MARKETINGCreating meaningful experiences

CMOconfessions.com

USERS BRING USERS

Ad spend

Lead generating content

Crack Sales Team

Social Authority

CMOconfessions.com

PROS

When your product is not sexy… Not easily scalable

Great for B2B Long time to setup

CONS

No playbookLow cash spend

CMOconfessions.com

Roojoom.com

LIVE EXAMPLE

CMOconfessions.com

Classic Viral Content

ORGANIC GROWTH VELOCITY

CMOconfessions.com

MODELS FOR CONVERSION

CMOconfessions.com

FREEMIUM 1Free for all, expensive for some

CMOconfessions.com

FREE

Functional viral features Tangible value features

User sees quick results Almost there…

PREMIUM

Recurring chargeNo time limit

CMOconfessions.com

EXAMPLES

PowToon

Wix

Canva

CMOconfessions.com

FREEMIUM 2Subsidies at work

CMOconfessions.com

FREE

Fully Functional Paying party is not the user

Competition is not free Very low Revenue per user

PREMIUM

High retention

viral product

CMOconfessions.com

EXAMPLES

Youtube

Linkedin

Waze

CMOconfessions.com

FREE TRIALMouth watering experiences

CMOconfessions.com

Get them hooked with full features then $$$

PROS

Great when you have a disruptive product

Must create dependency quickly

Must have stellar on-boarding

CONS

Saves $$ on sales team

CMOconfessions.com

EXAMPLES

Mixpanel

Mail chimp

SimilarWeb

CMOconfessions.com

DEMOLook but don’t touch

CMOconfessions.com

Show how it works

PROS

When set-up is complex

No dependency

Poor engagement levels

CONS

When you provide impressive results

CMOconfessions.com

EXAMPLES

Hubspot

Percolate

Pentaho

CMOconfessions.com

DETERMINE KPIS BASED ON YOUR MODEL

CMOconfessions.com

STAY CONSISTENT

CMOconfessions.com

IF IT WAS NOT MEASURED IT NEVER HAPPENED

CMOconfessions.com

GET MORE #CMO STUFFwww.CMOconfessions.com

[email protected] @cmoconfessor