In this talk I cover the 3 principles for growth marketing - Walk in Their Shoes, Assume You're Wrong, and Follow the Evidence. Growth Marketing is a process of customer-centric rapid experimentation across a range of marketing activities to discover the most impactful way to grow a venture. See more at: http://jeremiahgardner.com/blog/customer-centric-growth-marketing/#sthash.9FHRkUZe.dpuf

1. GROWTH IS A SKILL
@JeremiahGardner
NOT A HACK

2. © All Rights Reserved
@JeremiahGardner
THE GROWTH
NARRATIVE
0k
30k
60k
90k
120k
Mo. 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6
Hack!
Hack!

3. © All Rights Reserved
@JeremiahGardner
THE VALUE
STREAM

4. © All Rights Reserved
@JeremiahGardner
MARKETING
FOCUSED
AWARE
ACQUISITIONFUNNELCONVERSIONGROWTH ENGINE
INTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
MVP
traditional marketing

5. © All Rights Reserved
@JeremiahGardner
marketing focused
• Awareness and Acquisition =
big launches, all channels, hack,
hack, hack
• Business-centric = Siloed KPI’s
that align with the top of the
funnel
• Pilots / Focus Groups = potential
great opportunities killed by
wrong metrics / insights

7. but…

8. customer
expectations are on a
continual rise…

9. competition is
fierce…

10. every day: new
channels, new products,
new expectations…

11. © All Rights Reserved
@JeremiahGardner
GROWTH
FOCUSED growth

12. © All Rights Reserved
@JeremiahGardner
growth focused
• Customer-centric = learning
about our customer’s deeply
• Iterative = exploring new
channels, new tactics;
optimized for learning
• Cross-functional = sharing
learnings and responsibilities
across the value stream

13. SEARCHEXECUTE
(known) (unknown)

14. © All Rights Reserved
@JeremiahGardner
GROWTH
MARKETING
Growth Marketing is a process of customer-
centric rapid experimentation across a range
of marketing activities to discover the most
impactful way to grow a venture.

15. SKILL + MINDSET
3 Principles to practice
Growth

16. 01
WALK IN THEIR SHOES
Growth Principle #1:

17. customer-centric
Your ability to gain empathy for
your customers is one of the most
indispensable skills an
organization can have.

18. © All Rights Reserved
@JeremiahGardner
empathy
Personally experience your
customers’ perspective
Seeing what people really do, not
just what they say.
Understanding why people say
what they say.

19. © All Rights Reserved
@JeremiahGardner
WHERE TO
START?

21. 02
ASSUME YOU’RE WRONG
Growth Principle #2:

22. rapid experimentation
Build the capability to rapidly
build, test, and (in)validate your
assumptions about new products,
campaigns, and tactics.

23. © All Rights Reserved
@JeremiahGardner
hypothesis
If we do X, Y% of people
will behave in way Z.
X = Business Activity
Y% = Target Metric
Z = Customer Behavior

24. © All Rights Reserved
@JeremiahGardner
TRIANGULATE
TO DISCOVER

26. 02
FOLLOW THE EVIDENCE
Growth Principle #3:

27. evidence
Build a case over time, using
multiple experiments. What level of
feedback is needed to produce
evidence the (product, tactic, etc)
should be built?

28. © All Rights Reserved
@JeremiahGardner
evidence = data + why
A strong behavioral response
from your customer, validating or
invalidating your hypothesis.

29. © All Rights Reserved
@JeremiahGardner
GROWTH
WORK

31. THINK BIG, START SMALL

32. GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION
#TheLeanBrand @JeremiahGardner

33. @JeremiahGardner
www.MovesTheNeedle.com
jeremiah@movestheneedle.com
We’ve advised the innovation practices of:
www.JeremiahGardner.com
•Author, The Lean Brand
•Principal, Moves The Needle
•Startup Mentor & Advisor
•Enterprise Innovation
Catalyst