structuring your team for innovation · optimizing for people after years of optimizing for search....

S T R U C T U R I N G Y O U R T E A M F O R

I N N O V A T I O N

Meghan Keaney Anderson

@MeghKeaney

READYING YOUR

TEAM FOR

EXPLORATION

S T A R T W I T H A S E N S E O F W O N D E R

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P L A N F O R T H E

E N D O F T H E W O R L D

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Most Companies Aren’t Disrupted

They’re Self-Distructed

BLOCKBUSTER

TAXI INDUSTRY

MUSIC INDUSTRY

Pothole Prevention Tracking

Structuring Teams for Experimentation

S T R U C T U R E T E A M S

F O R E X P E R I M E N T A T I O N

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HubSpot’s Year

of Radical

Thinking

Here's a fascinating little tidbit

that changes everything...

60% of time spent online is now spent on mobile.

86%of time spent on mobileis spent in apps.

Gartner

(actually, just five apps)

So, you have to ask yourself…

O F F - S I T E

P U B L I S H I N G

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OPTIMIZING FOR PEOPLE

AFTER YEARS OF OPTIMIZING FOR SEARCH

Stories

Bold Statements

Structure

How Tos

Long Builds

Prose

1. Example of a list of information goes here

2. Example of a list of information goes here

3. Example of a list of information goes here

4. Example of a list of information goes here

5. Example of a list of information goes hereM E S S A G I N G

Time Warp

Delivering content in Messenger over

email

Generating paid leads

Engagement and booking meetings at events

What use cases did we try?

Credit: Elissa Hudson,

Sr. Marketing Manager at HubSpot

@xELISSA

EmailSupplementing Offer Sends

Results

Messenger

Broadcasts

Emails

(Control)

Percentage

Difference

Open Rate 80% 33% 242%

Click Rate 13% 2.1% 619%

MQL (% of delivered) 0.07% 0.01% 694%

EventsGrow with HubSpot

Melbourne

• Registration inside bot

• Pre-event reminders

• Book a meeting in Messenger

• NPS Survey

• Delivery of slides post-event

• Submit questions for panel

Results

Melbourne

Event Attendees 340

Attendees Enrolled in Messenger 114

Open Rate 94%

Meetings Booked 4

Meetings Booked (% of Enrolled) 3.5%

Paid MQLsFrom Facebook Ads

● Traditional playbook

Ads -> Landing Page -> Form fill

● Messenger playbook

Ads -> Messenger

Ads

Results

Messenger (Control) Percentage

Difference

Cost Per Lead $4.77 $22.75 477%

Cost Per MQL $11.69 $46.25 396%

% Infer A/B 40.81% 49.19% -8%

• Conversions are better (for now)

• Barrier to entry is Low

• This is not email 2.0

What We’ve Learned

O P E R A T E O N

T H R E E H O R I Z O N S

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Concept Source: David White, Mehrdad Baghai, and Stephen Coley

Graphic Source: Paul Hobcraft

Three Horizons of Innovation

R E A C H I N G

C O N C L U S I O N S

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“One cannot

discover new

oceans unless you

have the courage

to lose sight of the

shore.”

—André Gide.

The

Growth Show @MeghKeaneyThinkGrowth

I F T I M E - A P P E N D I X

1. Going Native. Letting go of the Click-Through

Letting Go of the Click-Through

Creating Native Content

The average time spent watching Facebook Live video is three times more than the pre-recorded kind.

Engagement is the Metric. Go After it.

Square videos achieved

30-35% more views

and 80-100% more

engagement than the

landscape format.Buffer & Animoto

Hip To Be Square

1. Size