What Is Growth Hacking?
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The document discusses growth hacking strategies for B2B companies. It defines growth hacking as using non-traditional marketing techniques to drive growth in a cost-effective way. The document recommends targeting, influencing, interacting with, and converting a small number of potential customers using content marketing rather than blanket digital promotions. It outlines growth hacking approaches like content creation, search engine optimization (SEO), email marketing, and referrals to move leads through the sales funnel.
What Is Growth Hacking?
- 1. interim.team the b2b growth hacking playbook
- 2. #highROI interims all disciplines all locations to make people successful hi@interim.team @interimdotteam +44 (0) 800 246 5735 interim.team
- 3. to share what you need to know to b2b growth hack successfully1 share any growth ideas or experiences you might have2 get feedback and improve this playbook 3 3 our aims hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 4. 1) what is growth hacking? 2) setup and tools 3) growth channels 4) growth sprints aka measure-act-measure 5) targeting i) Google ii) Facebook iii) LinkedIn iv) Twitter 6) influencing 7) interacting 8) converting 9) follow on 4hi@interim.team @interimdotteam +44 (0) 800 246 5735 contents
- 5. 1) what is growth hacking? hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 6. growth hacking lots of stuff thrown at a lot of people hoping to hit your target... precise targeting with more potent content... traditional marketing 6hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 7. growth hacking is “hacking social media, SEO, incentives, product features, traditional marketing techniques and anything and everything as part of a singular focus on growth.” a growth hack is something that delivers growth but is cost effective, can be edgy, and ideally is quick to growth hack is attack growth in a cross-functional way using skills traditionally found in Marketing, Sales, Product, Digital/Online, Technology and so on...to growth hack is to address the whole customer lifecycle from Top Of Funnel to successful conversion there is no such thing as a free lunch...growth hacking is a hungry beast...it takes time and devours content... Sean Ellis (IPO’d LogMeIn and Uproar.com, first marketer at DropBox) coined the phrase Growth Hacking in 2010 and it really started to get traction in 2012 7 hi@interim.team @interimdotteam +44 (0) 800 246 5735 1) what is growth hacking?
- 8. target influence interact convert bad news good news bad news b2b growth hacking is hard. There is probably a relatively small number of people you need to talk to in a b2b marketing context and they are probably difficult to reach. In b2c growth hacking the addressable market may be millions or even billions of people. In b2b growth hacking we may be targeting only thousands or tens of thousands of people. To reach them we’re going to need to use laser guided bombs rather than the blanket bombing approach typically applied in b2c growth hacking. A lot of the “go to” approaches in b2c growth hacking (such as competitions/referral programs) don’t work so well in a b2b context don’t be afraid to challenge any orthodoxies and try things that may not be “fashionable”. For instance – As the number of advertisers in Yellow Pages style directories is falling the value delivered to remaining advertisers is going up and up. Good ROIs (Return On Investments) are possible if your target demographic includes people over 50 in particular we’re mostly going to be talking about what is now called “Content” or “Inbound Marketing”. In inbound marketing we “earn” a potential customer’s interest by demonstrating that we have something interesting/useful to them. This is opposed to old-style Outbound Marketing that involved a one way push to an large untargeted audience 8 good news all we need to do is put something interesting/useful in front of potential customers. How hard can that be right? All we need to do is…target, influence, interact, convert... hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 9. target influence interact convert the growth hacking funnel inbound & outbound TOF activities such as competitions, email, social media, content, SEO, referral schemes, paid advertising, white papers, free trials... conversion MOF activities such as lead conversion, minimising friction, guarantees, testimonials, stating benefits, one time offers, forced virality, usability... TOF Top Of Funnel MOF Middle Of Funnel BOF Bottom Of Funnel email would normally be considered “outbound” because we are contacting potential customers whereas content would normally be considered as “inbound” because we put something out there and incentivise people to contact us referral schemes are the bread and butter of b2c growth hacking and one of the ways a viral coefficient > 1 be achieved A viral coefficient >1 is when each new customer in turn brings more than one new customer 9 success! hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 10. referral email content the x-functional and edgy nature of growth hacking means it might not be usable by everyone but it can deliver spectacular results and change business trajectories... the growth hacking triangle it’s all about content these days. To growth hack we need to be able to regularly produce authentic, interesting or useful content. We need it for our own site/blog but also for guest blogging and so on... still the most effective growth hacking approach. Some people report an ROI 40 times that of “Social”. Tools like MailChimp make managing email lists and campaigns easy what most people think of as being growth hacking. Hugely important in b2c growth hacking but less important in b2b because incentivising people when they are procuring on behalf of their organisations is less straightforward... 10 in an ideal world we would start with clearly identified customers and needs and then design the product/service to get product-market fit and an optimum growth hacking strategy. We can then think about optimum SEO/content/URL/referral approach before we build anything but in the real world we tend to get called (on +44 (0) 800 246 5735) after the MVP has been built and customers are needed – now! hi@interim.team @interimdotteam +44 (0) 800 246 5735
- 11. hi@interim.team @interimdotteam +44 (0) 800 246 5735 questions or comments on what is growth hacking?
- 12. “interim.team have been brilliant. They have really helped us iterate our strategy towards one delivering both tactical improvements and big picture strategic shifts. I would definitely recommend them.” _____________ Lucy Walker Head of IT, Facilities and Finance, Camelot 12
- 13. interim.team thank you rorie@interim.team 13hi@interim.team @interimdotteam +44 (0) 800 246 5735 Rorie Please give me a shout with any questions, comments, ideas, feedback...