Depesh Mandalia — The Acquisition Marketing Puzzle Most Fail to Complete (Turing Festival 2016)

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Presentation by Depesh Mandalia, Chief Marketing Officer at toucanBox. Delivered at the Turing Festival in Edinburgh on Friday 19 August 2016.

Marketing

“Building an acquisition
marketing machine that
scales through insights”

Acquisition marketing
Marketing
Paid
search
PR
Paid
social
Content
TV
Word of
mouth
consumer action

Common missing pieces
> Mission
> Insights
> Agility
Scaleable
Growth
Marketing
> >Paid
search
PR
Paid
social
Content
TV
Word of
mouth
Landing pages

“The Theory and Practice of Selling
the Aga Cooker.”
“ the best sales
manual ever written ”

Advertise & Sell
Think as a salesperson first,
Marketer second

Deep product, consumer & market insights
Attack with a ready defence
Scientific testing and measuring

Starts with why and what
you’re marketing
- go beyond the how.

It’s not about the revenue
That’s your outcome

It’s about your purpose
your customer’s outcome

Mission Driven Marketing
Product +
Marketing
= growth

“
… to be Earth’s most
customer-centric company,
where customers can find and
discover anything”

“
To create a retail environment
that offers unbelievable value
and variety and satisfies
customers of every lifestyle”

Mission Driven Marketing
The purpose
The outcome
The Sizzle

Marketing is more than just
Num13r$
CPC
CTR
CPA
CPM
ROI
CR %
Spend ATV

Product & Customer insight
the foundation of growth

9 example insights
to demonstrate what
marketers often neglect

Are you targeting the right
type of customer?

What are your potential
customer’s concerns?

Why are potential customers
exiting the details page?

3. Agility
Are you agile, lean and ready for growth?

Example:
I believe by [_____]
[____] can increase by [____]
Because [_________]

I believe by creating a landing page for each
FB audience type,
Conversion rate can increase
Because we can target mums, dads and
grandparents with relevant copy and
visuals and break down their key concerns
and barriers

Hypothesis
Prioritisation
Test
Outcomes
Questions
Play the %’s

Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
MVP it

MVP:
create a landing page for mums
to specifically break down their key
concerns and barriers

Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
PROCESS

Process:
create a landing page for mums
to specifically break down their key
concerns and barriers

Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
LEARN

Outcomes & learnings:
landing page for mums increased conversion rate on the
mum’s fb campaign by 20%. Do more lps for mums!
Next steps:
1. Try more variations of the mum’s lp
2. Test dad’s and grandparent’s lp

Hypothesis
Prioritisation
Test (mvp)
Outcomes
Questions
Learnings
GROWTH!

acquisition marketing machine:
keeps mission front
and centre
extensively uses
product & customer
insight
scales fast via agile
test and learn

Depesh Mandalia
Chief Marketing Toucanoo
@ DepeshM
www.toucanbox.com
The end.

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1. The acquisition marketing puzzle most fail to complete @ DepeshM

2. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com

3. “Building an acquisition marketing machine that scales through insights”

4. Acquisition marketing Marketing Paid search PR Paid social Content TV Word of mouth consumer action

5. Common missing pieces > Mission > Insights > Agility Scaleable Growth Marketing > >Paid search PR Paid social Content TV Word of mouth Landing pages

6. “The Theory and Practice of Selling the Aga Cooker.” “ the best sales manual ever written ”

7. Advertise & Sell Think as a salesperson first, Marketer second

8. Deep product, consumer & market insights Attack with a ready defence Scientific testing and measuring

9. MISSION INSIGHTS AGILITY

10. 1. Mission Do you matter?

11. Starts with why and what you’re marketing - go beyond the how.

12. It’s not about the revenue That’s your outcome

13. It’s about your purpose your customer’s outcome

14. Mission Driven Marketing Product + Marketing = growth

15. 2 examples

16. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”

17. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”

18. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”

19. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”

20. Mission Driven Marketing The purpose The outcome The Sizzle

21.

22. * If you have a body, you’re an athlete

23.

24. Marketing is more than just Num13r$ CPC CTR CPA CPM ROI CR % Spend ATV

25. Customers care about Outcome

26.

27. 3 examples of mission-driven marketing

28. 1: Selling the emotion

29. 2: Selling the experience

30. 3: Selling the foreplay

31. 2. Insights Do you ever ask why?

32. Product & Customer insight the foundation of growth

33. INSIGHTS not data

34. 9 example insights to demonstrate what marketers often neglect

35. Are you targeting the right type of customer?

36. Pivot from parents to gifter

37. Long vs short-form sales?

38.

39. What are your potential customer’s concerns?

40. Customers are not alike

41. Why are customers not transacting?

42. Funnels are a marketer’s BFF

43.

44. segment funnels

45.

46. interrogate funnels

47. Why are potential customers exiting the details page?

48.

49. Does tv drive direct marketing?

50.

51. Are your customers, advocates?

52.

53. Is satisfaction uniform?

54.

55.

56. Are you attracting the right customers?

57.

58.

59. NPS Bonus: Testimonials!

60.

61. NPS Bonus: FB Lookalikes!

62.

63. But… this is just cro stuff?!

64. 3. Agility Are you agile, lean and ready for growth?

65. Fail fast, fail often

66. Hypothesis Prioritisation Test Outcomes

67. Example: I believe by [_____] [____] can increase by [____] Because [_________]

68. I believe by creating a landing page for each FB audience type, Conversion rate can increase Because we can target mums, dads and grandparents with relevant copy and visuals and break down their key concerns and barriers

69. Hypothesis Prioritisation Test Outcomes Questions Play the %’s

70. Hypothesis Prioritisation Test (mvp) Outcomes Questions MVP it

71. MVP: create a landing page for mums to specifically break down their key concerns and barriers

72. Hypothesis Prioritisation Test (mvp) Outcomes Questions PROCESS

73. Process: create a landing page for mums to specifically break down their key concerns and barriers

74. Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings LEARN

75. Outcomes & learnings: landing page for mums increased conversion rate on the mum’s fb campaign by 20%. Do more lps for mums! Next steps: 1. Try more variations of the mum’s lp 2. Test dad’s and grandparent’s lp

76. Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings GROWTH!

77. acquisition marketing machine: keeps mission front and centre extensively uses product & customer insight scales fast via agile test and learn

78. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com The end.

Depesh Mandalia — The Acquisition Marketing Puzzle Most Fail to Complete (Turing Festival 2016)

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