steal from the startups: growth tactics for grownups with kevin henrikson
Post on 11-Apr-2017
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Kevin HenriksonPartner Director of Engineering @ 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 of Engineering @ 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 of Engineering @ Microsoft
@KevinHenrikson
Thank You!
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