the growth marketing user guide (10 case studies)
DESCRIPTION
Gives a brief overview of two major growth hacking frameworks (customer lifecycle and company lifecycle). Also includes some fun case studies around unpaid acquisition (PR, email marketing, content marketing, SEO)TRANSCRIPT
Uber is a growth machine
Valued at $17 BILLION as of June 2014
(4 years after launch)
How did they do it?
Growth Marketers
Mad scientists
Data nerds
Marketing pioneers
AARRR Metrics Your customer lifecycle
Acquisition
GrooveHQ: Once acquired 1k email subscribers in one blog post
Activation
Twitter: New users who follow others become more engaged
Retention
Evernote: Activated users almost never leave
Referral
Dropbox: Referrals increased their signups by 60%
Revenue
Facebook: Made $1.60 per user in Q2 2013
Growth Stages Your company lifecycle
Product/Market Fit
Currently in product/market fit stage: Oyster
Achieved: 40% of customers would be “very disappointed” to lose access
Transition To Growth
Currently in transition to growth stage: Buffer
Achieved: when scalable growth engine has been built
Growth
Currently in growth stage: Uber
Achieved: when scalable growth engine has been built
A Few Unpaid Acquisition Tactics
Moz drives thousands of visits with content marketing
Mint attributes 20% of their users to SEO
Obama ’12 drove nearly $700 million donations through email marketing
Nomad List drove 100k visits through PR
Upworthy grew to 88 million monthly visitors with viral marketing
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