In this 60 minute session, you’ll take a deepdive in all the latest growth marketing techniques. You’ll get a strong first impression of the capabilities that ‘the new way of marketing’ has to offer your business. This course contains: An introduction to Growth Marketing Case studies of companies that use this methodology succesfully Tools to get started Ideation tools to come up with better experiments Clear understanding of experiment design.

1. Yannick Khayati
GROWTH EXPERT / MANAGING PARTNER
THE GROWTH REVOLUTION
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Growth Marketing:
Beyond the Buzzword in 2020
KEYNOTE

2. GROWTH MARKETING:
time to go beyond the buzzword.
DIGIMARCON EUROPE - 12 SEPT 2019

3. I’M YANNICK BTW
pssst, I’m a huge Ajax
fan!

4. ME DURING WEEKENDS IN
AMSTERDAM

5. THE GROWTH
REVOLUTION
GROWTH AS
A SERVICE
GROWTH MARKETING
EDUCATION
NEW VENTURE
VALIDATION
SIDE PROJECT
MARKETING

6. DOES ANYONE
KNOW THIS MAN?

7. “YOU BETTER LEARN TO
EAT HOT DOGS FAST”

8. I WANT TO CONVINCE
YOU OF ONE THING
TODAY

9. #1 EXPERIMENT MORE 🔑
*DJ KHALED WOULD CALL THIS
ONE OF THE MAJOR KEYS

10. THE #1 QUESTION
PEOPLE ASK ME ALL THE
TIME

11. “WHICH NEW TACTIC CAN I
USE TO GROW MY
BUSINESS?”

12. QUICK WIN TACTICS
WHAT YOU DON’T NEED US FOR

13. YOU CAN BROWSE THE WEB YOURSELF

14. SO HERE’S HOW
I SEE IT
Growth has nothing to do with tactics…
It’s all about … PROCESS
Sustainable growth comes from
understanding your best customers
extremely well.

15. “TACTICS ARE ABSOLUTELY
SECONDARY, THE KEY IS TO
IMPLEMENT A PROCESS OF RAPID
EXPERIMENTATION.”

16. GROWTH MARKETING HAS
MATURED OVER THE YEARS

17. ¸
FROM
CHINESE
CLICK FARMS.
👉🏼📱

18. TO
EMMANUEL
MACRON
🥐 🌟

20. Far-right wing
winning via Facebook

21. They understood that social
is all about interaction.

23. BUT NOW IT’S TIME TO GO
BEYOND THE BUZZWORD

24. MINDSET CHANGE
PROCESS
PEOPLE/TEAM
EXPERIMENT-STACK
GROWTH MARKETING
TRANSFORMATION PYRAMID

25. MINDSET CHANGE

26. GET
SHIT
DONE

27. FAILURE IS NOTHING ELSE
BUT A TOOL TO MAKE
BETTER DECISIONS,
THE BEST DRIVER
FOR INNOVATION.

28. OUR OVERALL CANCELLATION
RATES ARE WAY TOO LOW.
REED HASTINGS - CEO, NETFLIX

29. — W. Edwards Deming

30. PEOPLE/TEAM

31. Data tracking
& analytics
Customer
development
Conversion rate
optimalization
Behavioural
psychology
UI & UX
Marketing
automation
Learnability
Copywriting
Acquisition
marketing
Growth hacking
mindset
Visual design
Referral programs
& virality
Technical skills
Customer
retention
Activation
& onboarding
Fundamental skills
Generalist skills
Specialist skills
Width of knowledge
Depth of knowledge
HIRE THE MINDSET, TRAIN THE SKILLS.
*original model by WARD VAN GASTEREN

32. WHAT MAKES A GOOD GROWTH TEAM
• Likes product and marketing
• Process driven
• Data oriented
• Creative
• Strong personality
• Digital marketing background
• Soft skills
TEAM LEAD
GROWTH HACKER
GRAPHIC DESIGNER
DEVELOPER
INBOUND
MARKETER
• SEO
• SEM
• Online advertising
• All - Rounder
• MVP
• Hustler mentality
• Tool box
• Fast iterations
• Build fast
• Loves data and tracking
• Likes communication
• Growth oriented
• Thinks in term of MVP
• Full stack developper
• Customer empathy
• Executes fast
• Conversion centric design
• Understand front-end code
• Ship fast, fix later
• Understands data
• Loves testing
• Content marketer
• Events
• PR
• Email marketing
• Lead nurturing
• Social Media
• Hustler mentality

33. PROVIDE YOUR PEOPLE WITH THE RIGHT TRAINING

34. PROCESS

35. If you double the number of
experiments you run per year,
you’re going to double your
inventiveness.
Jeff Bezos, AMAZON

36. 1. GENERATE IDEAS
Use data to ideate
traction tactics.
2. PRIORITISE
Rate and compare their
potential impact, confidence
and resources needed.
4. SPRINT
Run experiments over
a two-week time-span.
5. ANALYSE DATA
Study hard and soft data
to learn if and why
experiments (didn’t) work.
3. DESIGN EXPERIMENTS
Design experiments to test
hypotheses underlying
the chosen ideas.
EXPERIMENT
PROCESS
Experiment Design is about
accelerating learnings
about what drives growth
and what doesn’t.
We’ll use data and creativity
to come up with ideas, then
run experiments to validate
or dismiss our riskiest
assumptions.
More experiments lead to
better data, which in turn
leads to better ideas, better
experiments and finally
more powerful tactics.

37. WHEN WAS THE LAST TIME
YOU TRIED SOMETHING NEW?

38. EXPERIMENT-STACK

41. INBOUND
INTELLIGENCE
ANALYTICS
COLLABORATION
TGR TOOLSTACK

42. TWO REASONS TO EXPERIMENT
VALIDATION OF
NEW BUSINESS IDEAS
FINDING YOUR MOST
EFFECTIVE MARKETING MIX

43. MARKETING INNOVATION
• Layer on top of the marketing plan
• Seek for growth potential
• Small experiments, big wins
• Always on top of new channels
• Sprint = instant indication of success
• Experiment design for:
• Problem fit
• Solution fit
• Market fit
• Go2Market Acceleration

44. ALL OF YOU HAVE ONE
COMMON GOAL

45. OUR BUSINESSES WITH EFFECTIVE M
STRATEGIES

46. RETHINK THE WORLD YOUR
AUDIENCE IS LIVING IN.

48. WHERE DO YOU START?
KEEP THINGS SIMPLE

49. 1.
ORGANIZE A NON-OBLIGATORY GROWTH
MEETING WITH ALL INTERNAL STAKEHOLDERS

50. 2.
SPEAK TO YOUR BEST CUSTOMERS &
UNDERSTAND WHAT BINDS THEM TO YOU.

51. 3.
DOWNLOAD OUR NEGATIVE THINKING
CANVAS & REMOVE ALL POINTS OF FRICTION
FROM YOUR CUSTOMER JOURNEY.

52. RATHER ASK FOR FORGIVENESS,
THAN PERMISSION.

53. MY ADVICE TO ALL OF
YOU?

54. HIRE THE GROWTH
REVOLUTION
#KTHXBYE

55. SPEND ’10%’ OF YOUR BUDGET
ON EXPERIMENTATION

56. Aaron just loves practical slides
So watch this…

57. #1 Phantombuster

58. #2 Growthhackers.com

59. #3 Side Project Templates

60. #4 Lumen5

61. #5 Facebook / Instagram AR Filters

62. You’re looking for ways to make
your marketing faster, smarter
& more innovative.

63. TRY TO DO 1 EXPERIMENT
TO GET STARTED

64. THERE ARE NO FAILED
EXPERIMENTS.
ONLY UNEXPECTED OUTCOMES.

65. THANK YOU, THANK YOU
FAR TOO KIND!
yannick@thegrowthrevolution.com