Go To Market Session for IIM Bangalore Launchpad class

1. From Go To
Market(GTM) to
Growth Hacking
Ravi Trivedi
Founder, PushEngage, CouponRani
ravi@srijancapital,com, @trivediravi

2. My Background
Venture Investor [US]
Equity Analyst [US]
Digital Marketing
[US]
Online Division [US]
Startups, Investment, Technology
Angel Investments
Digital Marketing
Digital Marketing [India, Malaysia, Singapore]
Software
Developer,
Pre Sales
Engage Users With Browser Push Notifications
Product, Marketing [Global]
Build Startups, Holding Company

3. GTM Vs Growth Hacking
GTM = Go to Market
• Acquire Target Customers
Growth Hacking = Grow Rapidly with Limited Marketing Spend $$
• It is a process and mind-set.
 It is a series of one-time hacks along with long lasting hacks
• True Growth Hacks are short-lived.
 You need to keep finding new ideas.
• Try Contrarian Thinking
 e.g. Facebook Like Campaign
Marketing Tactics that have Elements of Growth Hacking
• Inbound Marketing
• Conversation Marketing

4. 3 Step process for
making GTM

5. 1. Identify Your
Target Market
• What Business You Are In ? [
Twitter 140 char]
 The specific problem
• Who are you Marketing to?
Ideal Customer Profile
 Is It Targeted Enough?
 Where can you find your Target
Audience?
• Is your market large, but still
targeted?
• The more focused your target
market, the lower the Cost Per
Acquisition (CPA)

6. 2. Hone your
Messaging
• Why is Messaging Important ?
 Bounce Rate. Good benchmark
• Create Messaging For Target Audience
 Broad messaging has poor conversion
• OK to ignore a set of audience, as long
as you reach target audience.
• Don’t create messaging YOU want,
create messaging for what the
customers CARE about.

9. 3. Pick Top 3
Marketing
Tactics & Test
• List all the places where your target
customers are
 Use Tools to analyze competitors dominant
acquisition strategy
• Analyze the 3 Tactics/Channel With
Highest Expected ROI & Volume
 Use keyword and other research to get to
expected Volume/ROI.
 Measure ROI of channels. Remove Channels
that don’t perform
Channel Volume [Clicks] ROI
Adwords 10,000 15%
Email 5,000 25%

10. SimilarWeb – Competitor Analysis Tool

11. 4. How to Measure & Benchmark
• Measure Each Channel Cost of Lead, Cost of Acquisition
• Funnel Analysis for channel/flow
 What is the Funnel for your Business?
 What are the benchmarks for your industry
conversion
 Lead Gen – Benchmark
 Registration Rate
 Conversion on Ecommerce
 SAAS : Free to Paid Conversion Rate
• Have you Set Up Enable Event/Goal Tracking in GA
 Micro-conversions Are Valuable too
 Whitepaper download, Video watch, Newsletter Subscriber
 How much value should I assign to each conversion
Visitors
Add to
Cart
Checkout

12. GTM Bird’s eye view
1. Define What is Your Business
2. Define Your Ideal Customer Profile
3. Find Where Your Ideal Customers hangout
4. Make a plan to reach them in those places
5. Run Campaigns, Test & Optimize

13. Workshop
• Tell me the Startup/Company/Website you run/manage
• Let us make a Quick GTM Plan for your online business

14. 0 to 100 Customers
For SAAS Business, from our experience of building PushEngage

15. What Are You
Hunting
• 0 to 100 Customer journey varies for what are you hunting
Source: Christoph Janz @ Point Nine Capital.
Annual Ticket Size Number of Customers Type
$100,000 1,000 Enterprise
$10,000 10,000 Medium size
$1,000 100,000 Small Business
$100 1,000,000 Consumers
To Build a $100 Million Annual Revenue Business
• This session focusses on Small to Medium Business

16. Tactics Vary
as per stage
Source: Close.io

17. Getting
0 to 10 Customers
Customer Development Stage Leads
Pre-launch leads & Launch
We Launched on a Marketing Blog
Adwords, Facebook ads
Leverage Personal Network
Send Email to all your Linkedin network
with target profile
Product Let Virality – Powered by works
Side Note: Importance of Customer Support
In Do It Yourself SMB market this is a sales
channel, so focus on it
Learning about customer, their roadblocks in
onboarding, product feedback

18. From 10 – 500
Customers
5 Tactics
That
Worked for
Us

19. 1. Influencers/ Affiliates
• Offered Lifetime free to 5 influencers
• Find Top Influencers in marketing field & built relationships with them
• Launched Affiliate Program
 Large Affiliates Drive 90% 0f the sale, so focus on them
 Special GiveAways, Coupons for Large Affiliates
 Tracking tool used – Refersion

20. 2. “Powered by” works
• Free Accounts Have a Powered By PushEngage enabled.
• This has helped in driving referral.
• Also when someone sends out a notification,the default UTM value
has pushengage their customers see it.
* For SEO In the room – no linking back

21. 3.Targeted Advertising
• Google Adwords
 Self Branded – defensive
 Competitor keywords – high ROI
 Remarketing – target who visited your site
• Facebook
 Video ads
 Whitepaper downloads

22. 4.
Communities
&
Marketplaces
• Facebook Groups for Your Target Audience
(Ecommerce, Marketers in our case)
9 Marketing groups on FB -
https://ahrefs.com/blog/facebook-marketing-groups/
• Quora
 Effective if answered with intent to help. Don’t spam
• Reddit
• Growthackers.com, Inbound.org
• Product Hunt for launch
• Marketplaces – Wordpress Plugin, Shopify marketplace
etc.
 Once launched get ratings to drive organic installs

23. 5. Content/ Organic Search /PR
• When we launched we wrote an article in Marketing Blog
• Get Guest Post in Leading Marketing Blogs
• Write Regular Content on your own Blog
 What to write – check trending articles in Buzzsumo on your keywords

24. 5. Content/
Organic
Search/PR
Conducting Regular Webinars
Speaking in conferences
Getting Reviews in Marketplaces – G2Crowd, Capterra
Whitepapers as lead magnets – then nurture the leads
SEO
- Avoid technical errors – check Google Search Console
regularly
- Load your page faster. If possible support AMP

25. AAAR model
*Reference Dave McClure Slide - https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

26. Summary of Tools
• Competitor – BuiltWith, SimilarWeb, SEMRush
• Advertising – SEMRush, SpyFu, Google Keyword Planner
• Affiliates – Refersion, ShareASale
• Content Research – BuzzSumo, UberSuggest
• SEO – AHRefs, SEOMoz

27. Growth Hacking
For B2C Business

28. Organic or Free
Traffic

29. Getting #1 Rank in SEO = Top Growth Hack
Click Through Rate by Position
*Source: Compete.com research 2012

30. Google Search Console – Underutilized
SEO resource

31. SEO Hack #1
• Target Long Tail/Mid-tail keywords
 Easier to Rank, due to low competition
 If you aggregate several Long tail/mid-tail keywords, they add up to good
chunk of traffic.
 SAAS : Use FAQs as a way to target long tail keywords
 eHow.com : Built around long queries, mid tier traffic
 How to get a visa to India?
 Ex: Ebay targets over 100 million keywords

32. SEO Hack #2
• Use “Structured Data” tags in content, for getting higher CTR [extra line in
Search results]
 Breadcrumbs
 Use Rel=Author Tag
 Rating

33. SEO Best Practices Summary
• Speed of Page Load Impacts SEO
 Check your page loading at YSlow or Pingdom
 Google PageSpeed Service.
• Avoid Technical Errors [ Check Search Console]
• Internal Linking
 Link key pages internally
• Link Building
 Don’t link to root domain only. Link to deeper pages
 Don’t do Anchor text stuffing
 Domain Diversity - Unique C Block Domains
 High PR Domains
 Follow Vs. No Follow Links
 Speed of Link Building

34. 14 Hacks to
Drive “Free”
Traffic
1.Post on Slideshare, Visual.ly, YouTube
2.Write Guest Blog Posts on Relevant
High Traffic Authority Sites
3.Answer Questions on Quora/Forums
4.Comment marketing
5.Trend on Hacker News or Reddit
6.Press Coverage
Remember YMMV, so test out each of these
How to Create Original & Unique Content
- Survey, Infographic

35. 14 Hacks to
Drive “Free”
Traffic
7.Start a Meetup/Facebook Group &
Post there
8.Post on Craigslist, OLX, Quikr
9.Conduct Webinars
10.Create whitepapers for download
11.Twitter – Piggyback on a relevant
trending #, or events
12.Piggyback on large events in your
space – PPC ads
13.Powered by “…” in SAAS
companies
14.Seed Key Influencers

36. Paid Traffic

37. Run Display Ads along with Search as It helps
productivity
• Retargeting (Display) + Search a recommended
combination

38. Retargeting Campaign [ Type of
Display Ad]
 Target Users That Have Visited Your
Site
 Show them your Banner Ads
 To create list of users who have visited your site
 Cookie using Google Analytics
 Cookie using Adwords
 This Increases brand recall, and improves PPC
performance by 10 to 30%

39. Paid Search Vs SEO strategy
One example

40. Adwords Best Practice
• Focus on Quality Score of Keywords
 Improve CTR helps Quality Score, and thus low CPC
 80% + keywords above 7/10
 Separate Low QS keywords in different ad groups
 Few keywords in an Adgroup

41. Email & Push
Notifications

42. Don’t Forget Repeat Customers
• Cost of New Customer Acquisition increasing
• Focus on Engagement & Tactics that get you Repeat
Visitors.
• Majority of visitors don’t come back to your site, so
make sure you use – Email, Push, Retargeting from
Day 1.

43. Web Push Notifications – Engagement Hack
Email Web Push
1 to 5% 5 to 15%
Subscription Rate
Upto 10x Click Rate
High Click Rate + High Subscription Rate = Rapid Adoption

44. Drip Email or Push Campaigns
• Drip Nurturing is the process of automatically dripping information
to user, based on their actions.

45. Social Media

46. Discussion
• Facebook
• WhatsApp/Telegram
• LinkedIn
• Youtube Videos