How to Create a Growth Framework
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Sujan Patel, a marketing expert and agency owner, shares insights on growth marketing, emphasizing the importance of understanding customer funnels, defining key metrics, and using a structured growth process. He discusses strategies for identifying acquisition channels, creating customer personas, and prioritizing growth ideas based on impact and effort. Patel concludes that experimentation is essential, even when many ideas may not succeed.
How to Create a Growth Framework
- 2. Hi, I’m Sujan Patel I run Web Profits, a marketing agency that help companies leverage growth marketing I'm a regular contributor at Inc., Forbes, WSJ & Entrepreneur I'm the author of Content Marketing Playbook & 100 Days of Growth
- 3. ➔ 15,000+ Customers ➔ 5000+ Customers ➔ 1,000+ Customers ➔ 15,000 Users USING THIS FRAMEWORK I’VE HELPED:
- 4. AGENDA 1. Understanding Your Funnel 2. Customer Persona 3. Defining Metrics 4. Growth Process 5. Questions!
- 8. FIGURE OUT YOUR TOP 3 ACQUISITION CHANNELS
- 9. FIGURE OUT YOUR BOTTLE NECKS Most common bottle necks
- 11. ➔ Social Advertising, Advocacy & Inbound Marketing ➔ Inbound Marketing, Advocacy & Community ➔ Advocacy, Influencers Marketing & Community ➔ Advocacy, Influencers Marketing & Community MY TOP 3 CHANNELS
- 12. Marketing is
- 14. CUSTMER PERSONA TEMPLATES Download Templates: http://offers.hubspot.com/free-template-creating-buyer-personas
- 16. PIRATE METRICS = AARRR http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
- 17. •Traffic •Qualified Leads •QL to SQL Rate (or trial to paid customer conversion rate) •Conversion Rate •Cost to Acquire Customer (CAC) •LTV •Average Order Value (or Average Contract Value) •Repeat Customer Rate •Churn Rate •Month over Month (MoM) Growth OTHER IMPORTANT METRICS
- 19. GROWTH FRAMEWORK: ONDECK Example of my framework: http://bit.ly/growthframework
- 21. DON’T PRIORTIZE & IDEATE AT THE SAME TIME
- 23. 1. Focus 40% of your efforts on increasing traffic 2. Focus 40% on bottle necks 3. Focus 20% on on short term opportunities & throwing shit at the wall HOW TO GET STARTED
- 24. IT’S OKAY TO THROW SHIT AT THE WALL (20% OF THE TIME)
- 25. 1. Define your goals (be specific!) 2. Brainstorm ideas (based on bottle necks) 3. Identify resources 4. Prioritize 5. Execute 6. Measure 7. Rinse & repeat MY SIMPLE GROWTH PROCESS
- 26. Startups: Prioritize based on highest impact, least effort Everyone Else: Prioritize based on highest potential gain, least time to implement HOW TO PRIORITIZE
- 27. IT’S OKAY TO FAIL (70% of my growth ideas fail)