steal from the startups: growth tactics for grown ups

Kevin HenriksonPartner Director Eng @ Microsoft

STARTUPSEntrepreneur Style Growth Tactics for Big Brands

STEAL FROM THE

Skin in the game

ROI iseverything

You need aquota

3 Takeaways

#SEJSummit@KevinHenrikson

• Startups, Mobile, Growth• Yahoo, VMware, Microsoft

Kevin HenriksonPartner Director Eng @ Microsoft

AdSense Products Referrals

#SEJSummit@KevinHenrikson

#SEJSummit@KevinHenrikson

Poll 1 Which best describes your role?A. Director/Manager of Marketing

B. Business Owner/Manager

C. Growth team 

D. I'm not doing anything with Growth 

E. Agency

LEARNWHAT DID I

It’s really easy to lose lots of money fast

Small tweaks - order of magnitude change

Find a need and users will come in droves

Affiliate or middle man marketing is hard!!

GAMESKIN IN THE

Would you spend your own money?

#SEJSummit@KevinHenrikson

Are you making smart bets?

#SEJSummit@KevinHenrikson

What is the penalty for bad bets?• Sense of urgency to adjust /

correct.

#SEJSummit@KevinHenrikson

Don’t be afraid to fail• But fail fast and move on

#SEJSummit@KevinHenrikson

• Web Sale

Poll 2 What is your biggest growth struggle?A. Producing enough growth ideas 

B. Finding time to manage / review

growth data

C. Consistency of active growth

projects 

D. Growth budget

ROI ISEVERYTHING

Can’t manage what you don’t track

• Determine goals and make sure to measure them

• Think end-to-end you can’t know too much

#SEJSummit@KevinHenrikson

PPC is free • If you are doing it right

#SEJSummit@KevinHenrikson

Positive ROI is like breathing• If it stops you won’t survive

very long

#SEJSummit@KevinHenrikson

• DAU Growth

QUOTAYOU NEED A

Marketing and growth should have a target

• Learn from the best sales teams

• Top down targets should be 2-3x of the actual target

#SEJSummit@KevinHenrikson

Manage each channel or strategy as a unit

• Be aggressive and track each for maximum success

#SEJSummit@KevinHenrikson

Fail fast• Make it easy to see when

any strategy is falling behind

#SEJSummit@KevinHenrikson

#SEJSummit@KevinHenrikson

Skin in the game

ROI iseverything

You need aquota

3 Takeaways

Kevin HenriksonPartner Director Eng @ Microsoft

@KevinHenrikson

Thank You!