Marketing Growth Stack

Marketing Growth Stack

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  Marketing Growth Stack -a strategic framework for delivering growth - Alex Rascanu [email protected] @alexrascanu
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  Who is AlexRascanu? Marketing Growth Stack Marketing Growth Tools What we’ll cover in the next 20 minutes @AlexRascanu
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  Who is AlexRascanu? Director, Online New Business Development at The Princess Margaret Foundation Activated growth marketing stacks at fast-growing startups like Powered by Search and 80 Proof Digital Some of the brands he’s worked with: @AlexRascanu
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  @AlexRascanu Who is AlexRascanu? Marketing events organizer Regular digital marketing speaker at universities, colleges, and marketing industry conferences Marketing events organized: Created Canada’s 1st inbound marketing study:
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  @AlexRascanu Marketing Growth Stack Whatare the channels/ activities/ elements of your marketing growth stack? 1. Acquisition 2. Engagement & Retention 3. Monetization Analytics Tip #2 “An effective growth strategy will play to core strengths, while developing nascent competencies and technologies to deliver incremental growth over time.” (Andy Carvell, growth at SoundCloud) Tip #1 You must focus on building a great product/service first. Seriously.
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  @AlexRascanu Marketing Growth Stack 1.ACQUISITION: - Cross-sell - SEO & app store optimization - Content (blogging, whitepapers, webinars, social, PR) - Paid channels (search, Facebook + Twitter, ad networks) - Partnerships (incl. 3rd party stores) - Events (meetups, lunch & learns) - Viral (in-dashboard invites, integrations, shares) - Re-targeting (nudge users to next step in the funnel) - International (site translation, local payment methods supported, social networks integration, country-level partnerships)
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  @AlexRascanu Marketing Growth Stack 2.ENGAGEMENT & RETENTION: - Onboarding flow (New User Optimization, tutorials, welcome emails) - CRM (email and SMS workflows, incl. for re-activation) - App (in-browser and mobile) - Community integration (online, offline through events) - Content (blogging, whitepapers, webinars, social, PR) - Ambassador program (perks, swag) - Re-targeting - International
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  @AlexRascanu Marketing Growth Stack 3.MONETIZATION: - Optimized payment page - Relevant payment methods (Interac, PayPal, all major credit cards) - Book and/or e-book - Training and/or consulting packages - Conference - Re-targeting - International
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  @AlexRascanu Marketing Growth Stack 4.ANALYTICS: - Channel & referrer attribution - On-site/in-app events tracking - Campaign performance - Conversion funnels - User testing - User demographics/ device details - Cohort analysis - Bug tracking - A/B testing - Heat maps - Sentiment tracking - Keyword performance - LTV modeling Tip #3 Analytics are not a box to tick, they must inform the strategy!
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  @AlexRascanu Marketing Growth Tools Whatare the main tools you use as part of your marketing growth stack? 1. Acquisition 2. Engagement & Retention Analytics Tip #4 “Day-to-day, I would break down what a growth team does into two major buckets: 1) Planning/modeling and 2) Growth tests.” (Andrew Chen, Silicon Valley advisor & investor)
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  @AlexRascanu Marketing Growth Tools 1.ACQUISITION: - Attribution - SEO/app store optimization - Paid channels & re-targeting - Social media
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  @AlexRascanu Marketing Growth Tools 2.ENGAGEMENT & RETENTION: - CRM: - Emails:
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  @AlexRascanu Marketing Growth Tools ANALYTICS: -Analytics: - User testing: - A/B testing: - Dashboards:
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  @AlexRascanu What marketing initiativesand tools are most useful to you, as you work on accelerating your company’s growth?
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  THANK YOU! Alex Rascanu [email protected] @alexrascanu
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  Sources: 1. “The mobilegrowth stack” article by Andy Carvell 2. “Growth Stacks” article by Greylock 3. “What does a growth team work on day to day?” article by Andrew Chen