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The Pillars Of Growth by Luis Hanemann (Partner @e.ventures, ex-CMO @Rocket)

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You always hear about the "Overnight Success Stories" but how is this actually achieved? Often it is the result of many years of hard work. Digital Marketing can be very challenging - in particular because of the scarce resources for early stage founders. Be it money, time or talented people.

In this presentation, Luis Hanemann explains the essentials that every founder should know to accelerate their business through best practices and growth strategies that startups can use to pass their solution on to the consumer. From his more than 15 years of experience in digital marketing, Luis Hanemann shares insights behind the scenes of many successful startups like Zalando, Farfetch & Co., which he accompanied during his work at e.ventures and Rocket Internet.

Luis Hanemann is Partner of the global venture capital fund e.ventures and a Founding Partner of the digital marketing agency Trust Agents. Luis looks back on over 15 years of experience in the field of startup & digital marketing and, among other positions, as Rocket Internet’s Chief Marketing Officer where he was in charge of the global marketing strategy.

Organised by The Family (www.thefamily.co). Follow our events in Paris (https://www.meetup.com/TheFamilyMeetupsParis) and Berlin (https://www.meetup.com/TheFamilyBerlin/).

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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The Pillars Of Growth by Luis Hanemann (Partner @e.ventures, ex-CMO @Rocket)

  1. 1. 1 The Pillars Of Growth. Advice From A Practitioner. #StartupMarketing #GrowthHacking #askLuisHanemann #eventureseffect
  2. 2. 2 Luis Hanemann • Partner of the VC e.ventures • Founder of the Online Marketing Agency Trust Agents • Ex-CMO of the Incubator Rocket Internet • Husband & Father ABOUT ME
  3. 3. 3 SUCCESS STORIES 2013 2014 Luis Hanemann | @LuisHanemann | www.eventures.vc
  4. 4. 4 THREE PILLARS OF GROWTH TOOLS01 STRATEGY02 03PEOPLE Executing experiment- and data-driven marketing. Giving focus to growth and the conceptual framework. Supporting and speeding up the initiatives. Luis Hanemann | @LuisHanemann | www.eventures.vc
  5. 5. 5 PEOPLE Identifying effective and efficient ways through experimentation. Executing temporary and long-term opportunities. Growth focus. Analytical and technical mindset. Curiosity. Ability to execute. Addicted to metrics. Events. Performance marketing environment. Network. Direct search. Luis Hanemann | @LuisHanemann | www.eventures.vc
  6. 6. 6 STRATEGY Directing people and tools to achieve overall aim. Figuring out the how. Involving the people. Method for running experiments. System for tracking and reporting growth metrics. Outside-in perspective. Overall direction. Fit resources and opportunities. Minimizing barriers. Advancing goal. Luis Hanemann | @LuisHanemann | www.eventures.vc
  7. 7. 7 TOOLS Empowering rapid experimentation. Improving acquisition and conversion funnels. Increasing productivity. Reducing operating costs. Helping scale. Resources incl. manpower and spend. Requirements. Industry. Account & data size. ROI. Integration & Integrity.Luis Hanemann | @LuisHanemann | www.eventures.vc
  8. 8. 8 Prioritize & leverage existing strengths Data and funnels set the priorities. Find out your specific leverage. Testing Execute experiments based on hypotheses. Utilize A/B tests. Analyzing & Optimizing Learn from success and failure. Adjust strategy based on the results. Growth Metrics Define actionable goals and set the focus on the right metrics. Measuring Implement analytics to track and report your metrics and understand your customers. Iterating Repeat the optimized version of the experiments and move through all steps again. GROWTH PROCESS Luis Hanemann | @LuisHanemann | www.eventures.vc
  9. 9. 9 • Rate your idea - work together with your engineers, let your ideas rate from the community. • Talk to your audience. • Find out if you have an impact and how big would be the impact. • Run a log of all of your tests to help stay focused on what works and learn how to get better at creating new ideas. • Build acceptance of failed experiments into your culture. How about celebrating the learnings that result from failed experiments? IDENTIFYING GROWTH POTENTIALS Luis Hanemann | @LuisHanemann | www.eventures.vc On average, 8 out of 10 marketing experiments will fail. What does that mean? It means if you don’t fail, you’re not trying hard enough. You have to encourage your people to fail.
  10. 10. 10 EXAMPLE OF AN EXPERIMENTATION DOC - PART I Luis Hanemann | @LuisHanemann | www.eventures.vc
  11. 11. 11 EXAMPLE OF AN EXPERIMENTATION DOC – PART II Luis Hanemann | @LuisHanemann | www.eventures.vc
  12. 12. 12 • Review performance of channels currently used. • What’s your goal? Which skills do you have available? Where can you deliver unique value? • Where is your audience? How can you reach them? • Score other potential channels for market fit and potential returns. • Figure out an expected budget with the help of an ROI calculation. Example: HOW TO CHOOSE THE RIGHT CHANNEL Luis Hanemann | @LuisHanemann | www.eventures.vc
  13. 13. 13 CHANNEL BY COST EFFICIENCY & ROICOSTEFFICIENCY ROI CRO Email SEO SEA Affiliate Social Display Online PR Luis Hanemann | @LuisHanemann | www.eventures.vc Apply BCG matrix to marketing strategy.
  14. 14. 14 CHANNEL BY COMPANY GOAL & BUDGET Consider your goals and your available budget. Brand Education Traffic Sales/ Leads Very high 1) Display 2) SEA 3) SEO 1) Display 2) Social 3) Affiliate 1) SEA 2) SEO 3) Affiliate 1) Affiliate 2) SEO & CRO 3) Email Moderate 1) SEO 2) Affiliate 3) SEA 1) Social 2) Affiliate 3) SEO 1) SEO 2) Affiliate 3) Social 1) Affiliate 2) SEO & CRO 3) Email Low 1) SEO 2) Social 3) Affiliate 1) Social 2) Affiliate 3) SEO 1) SEO 2) Social 3) Affiliate 1) Affiliate 2) SEO & CRO 3) Email COMPANY GOAL BUDGET Luis Hanemann | @LuisHanemann | www.eventures.vc
  15. 15. 15 CHANNEL BY RESOURCES Consider the resources you already have and focus on your strengths. Channels Strong Dev Resources CRO SEO Social (tools, widgets) Strong Creative Resources Social (written/ graphic content) SEO Email Display Strong Analytics Resources SEA SEO PPC in general Luis Hanemann | @LuisHanemann | www.eventures.vc
  16. 16. 16 CHANNEL BY CONSTRAINTS Consider your constraints and use them to your advantage. Channels & Focus Areas Limited time SEA/ PPC Retargeting (AdWords, Facebook) CRO (Funnel Optimization, Landing Pages, Automation) Limited Manpower Basic SEO (Crawl Errors) Content Marketing (Unbranded Content) Benchmarking Limited Money Partnerships/ Affiliate (Cross Promotion) Targeted Outreach Events Luis Hanemann | @LuisHanemann | www.eventures.vc
  17. 17. 17 GROWTH HACKS Luis Hanemann | @LuisHanemann | www.eventures.vc • Keep your ads new and fresh: If you run even the most successful campaign for six months straight, it’ll run out of steam eventually. • When creating Facebook ads use a Post ID from posts with good engagement to maintain the social proof in multiple ad sets and test them in as many audiences as possible. This can lower your CPA as much as 50% by itself. • View ads a brand page is running on Facebook: Track and evaluate competitors’ advertising material. • Machine Learning for content creation (e.g., AX Semantics): Automatic and fast generation of content in multiple languages. • Base the triggers for automation on customer lifecycle events (e.g., before 1st purchase) & external events (e.g., weather) • Predictive personalization: Personalize your website for specific visitor segments (e.g., with unless.com or Intellimize) • Finding non-trivial keywords and adding them as negative keywords in AdWords can save up to 20% of your PPC budget. • Look for high search volume + low competition keywords. This allows you to identify underserved populations in your area. • Seeing fluctuation in the Top 5 search results can be a sign that Google hadn’t decided which content were the best results for that keyword. The playing field is left open. #MarketingAutomation#Search#Social
  18. 18. 18 ROI Calculation: http://bit.ly/AdCampaignCalculation Performance Marketing Candidate Assessment: http://bit.ly/MarketingCandidateAssessment Some resources for finding the right growth hacking tools and tactics: growthhackers.com/posts ahrefs.com/blog/growth-hacking blog.kissmetrics.com/35-growth-hacking-tools SOME RESOURCES Luis Hanemann | @LuisHanemann | www.eventures.vc
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  20. 20. 20 Q&A Luis Hanemann @LuisHanemann luis@eventures.vc www.eventures.vc