Ed Fry — Data-Driven Growth: Lies, Lawyers & Outsized Results (Turing Fest 2018)
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This is not your everyday data talk. Through working deep inside the fastest growing SaaS startups in our space, we've studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data. (How else would you grow from one marketer through to a $60M+ Series B just 12 months later?). How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things. So brace yourselves: we're going to be navigating through AI, automation, "moving the needle", and a minefield of other buzzwords to try to make sense of using your data for growth. But you'll leave this talk with a simple framework and set of questions you can take and use right away.
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Ed Fry — Data-Driven Growth: Lies, Lawyers & Outsized Results (Turing Fest 2018)
- 1. Data-Driven Growth Ed Fry @edfryed
- 3. We share what we see on the Hull blog
- 4. We share what we see on the Hull blog
- 5. We share what we see on the Hull blog
- 6. We share what we see on the Hull blog
- 8. ACCESS
- 9. ACCESS MODEL
- 13. Unifying our member data (Access) Profiles Usage Email Web sessions
- 14. Growth model at inbound.org Article Weekly Contributors Weekly Active Users Discussion 0.7x 2.7x 4x
- 15. Our models gave us three hypotheses for growth #focus Discussions > Articles Existing contributors > New contributors ↑ Contributors = ↑ WAU
- 16. Assigning objectives behind the North Star Weekly Contributors Weekly Active Users Weekly Discussions North star metric ★ 1500 goal (community team) ↑ Q&A Reactivate contributors
- 17. Report target vs. actual performance over time
- 18. Q&A Process: Find good questions without answers
- 19. Create a segment of ideal contributors >500 members by skills, timezone, recent activity etc.
- 20. Send an email inviting contributions Plain text, gmail-style with a simple text link CTA
- 21. Promote the active threads Active threads are valuable to more contributors & readers
- 29. RULES GROWTHDATA
- 31. Pricing
- 33. Experiment data
- 34. Principles of Rules-Based Growth
- 35. Principles of Rules-Based Growth Objective
- 36. Principles of Rules-Based Growth Objective Codified
- 37. Principles of Rules-Based Growth Objective Codified Independent
- 38. Principles of Rules-Based Growth Rules Process Product
- 39. Effort Value created this quarter What should your growth team work on?
- 40. Effort Value created this quarter Flywheels What should your growth team work on?
- 41. Effort Value created this quarter FlywheelsHacks What should your growth team work on?
- 46. User reviewsHotel features Location Searcher context “solo travellers” “We speak your language!” Proximity Scaling “decent” content
- 47. Rules-based landing pages with design, dev & content modelling RULES GROWTHDATA
- 48. Design = Rules.
- 49. Design = Rules.
- 52. Content = Rules.
- 53. Content modelling for a blog Title Title Title Body Body Body Author Author Author Title Body Author
- 54. Content modelling for a landing page Title A Title B Title C CTA CTA CTA Title D CTA Video Feature B Video Feature D Feature A Quotes A VideoFeature C Quotes A Quotes B Quotes B Alt. CTA
- 55. Content modelling in production 1 2 3 4
- 57. Rules-based landing pages with design, dev & content modelling RULES GROWTHDATA
- 58. Rules-based landing pages with design, dev & content modelling Content Production & staging website
- 59. Rules-based landing pages with design, dev & content modelling Content Production & staging website
- 60. Customer Data Rules (More reverse-engineering booking.com)
- 64. Rules-based sales automation with segments, templates & workflows RULES GROWTHDATA
- 67. Users invited > 3 times Segments Country United States Demo requested TRUE QUALIFIED LEAD
- 68. Users invited > 3 times Segments Country United States Demo requested TRUE QUALIFIED LEAD Customer “fit” VERY GOOD
- 70. Hi {firstname}, I saw you just requested a demo of Hull. I’d love to show you the platform if you can pick a time on my calendar here. Templates Demo Requested TRUE
- 71. Hi {firstname}, I saw you just requested a demo of Hull. I’d love to share how Hull works for {role} if you can pick a time on my calendar here. Templates Job Role Marketing Demo Requested TRUE
- 72. Hi {firstname}, I saw you’re looking for a demo & pricing of the Hull platform. I’d love to share how Hull works for {role} if you can pick a time on my calendar here. Viewed /pricing > 3 times Templates Job Role Marketing Demo Requested TRUE Templates
- 73. Hi {firstname}, I’m here to answer your questions & help evaluate Hull for your {role} team. If you have questions or would like to see a demo, pick a time on my calendar here. Viewed /pricing > 3 times Templates Job Role Marketing Demo Requested TRUE DISC Profile C (analytical)
- 74. We love liquid templating. Hi {% if user.first_name != blank %} {{ user.first_name | capitalize }} {% else %} there {% endif %}, {% if user.clearbit_job_role == “marketing” AND user.crystal_disc_scores contains “D” AND user.madkudu_customer_fit_segment contains “high” %}Stop sending generic, send-to-all spam emails {% else %}
- 76. #demo_requests Hana Abaza Head of Marketing Toronto Fit: Very Good Signals: Data Warehouse, Salesforce, $SHOP Matching tech: 8 Blog Reader for 2 months Interested in data warehousing Viewed pricing 3 times this week 1 Tech stack Website Scoring Internal templates
- 77. Workflows
- 78. Control the complexity in your workflows New user? END Profile complete? Drip BDrip A New user? Profile complete?
- 79. New user? END Profile complete? Connected Twitter? Connected Twitter? New user? Profile complete? Drip A Drip B Drip C Drip D Connected Twitter? Control the complexity in your workflows
- 80. New user? Profile complete? Twitter connected? Location added? Location inferred? Gender? Interests added? Skills Has a blog? Job seeker? Job searched? Job applied? Article submitted? Commented? Bio completed? Has any badges? HubSpot connected? Recently active? Opens email? Follows @Inboundorg Power user? Upvoted? Subscribed daily? Subscribed weekly? Control the complexity in your workflows
- 81. New user? Profile complete? Twitter connected? Location added? Location inferred? Gender? Interests added? Skills Has a blog? Job seeker? Job searched? Job applied? Article submitted? Commented? Bio completed? Has any badges? HubSpot connected? Recently active? Opens email? Follows @Inboundorg Power user? Upvoted? Subscribed daily? Subscribed weekly? Control the complexity in your workflows Epic failKeep it simple, stooopid
- 85. Rules-based sales automation with segments, templates & workflows RULES GROWTHDATA
- 86. Rules-based sales automation with segments, templates & workflows Enrich NotificationsAccounts Product
- 87. Rules-based sales automation with segments, templates & workflows Enrich Notifications Email Accounts Product
- 88. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Accounts Product
- 89. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Chat Ads Accounts Product
- 90. Rules-based sales automation with segments, templates & workflows Compute Enrich Predict Notifications Email Chat Ads Accounts Product Payments Intent
- 91. Account-based content marketing with content & customer data rules Compute Enrich Predict NotificationsAccounts Product Payments Intent Web CMS
- 94. What should your growth team work on?
- 95. ACCESS MODEL GOALS PROCESS RULESWhat should your growth team work on? #metaRules
- 96. Non-exhaustive list of Rules to grow from startup to scaleup Segments Templates Workflows Prospecting Lead qualification Content creation rules Translation Pricing Sales compensation Experiment data Design style guides Website build rules SEO rules Content models
- 97. Data-Driven Growth: In summary ➔ Access → Models → Goals → Process → Rules ➔ Rules are objective, codified & independent ➔ Think pricing, sales compensation & experiment data ➔ Growth teams work on rules (vs. flywheels & hacks) ➔ Content rules like landing pages ◆ Design ◆ Development ◆ Content modelling ➔ Customer data rules like sales automation ◆ Segments (complex) ◆ Templates (complex) ◆ Workflows (simple)
- 98. Slides & resources at: hull.io/get/turingfest
- 99. Thank you I’m around till Friday for questions & meetings @edfryed ed@hull.io hull.io/get/turingfest hull.io/meet/turingfest