Tech Startup Growth Hacking 101 - Basics on Growth Marketing
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# 1 Growth Targets - 3 Stages of growth: Idea Validation, Product Market Fit, & Scale-up - 4 Growth Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 2 Growth Strategies - Save time & money by talking to the right people - "Spy" on competitor’s growth strategy & metrics # 3 Growth Operations - Create iterations on channel, messaging, & audience - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets
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Tech Startup Growth Hacking 101 - Basics on Growth Marketing
- 1. HashMatrix Startup Growth Crash Course Shawn Pang Co-founder April 17, 2024 hashmatrix.xyz Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 2. - 3 Stages: Idea Validation, Product Market Fit, & Scale- up - 4 Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 1 Growth Targets Agenda # 2 Growth Strategies - Save time & money by talking to the right people - ”Spy” on competitor’s growth strategy & metrics # 3 Growth Operations - Create iterations on channel, messaging, & audience - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 3. - 3 Stages: Idea Validation, Product Market Fit, & Scale- up - 4 Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 1 Growth Targets Agenda # 2 Growth Strategies - Save time & money by talking to the right people - ”Spy” on competitor’s growth strategy & metrics # 3 Growth Operations - Create iterations on channel, messaging, & audience - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 4. The growth game differs across 3 startup stages Stage Idea Validation Product Market Fit Scale-Up Growth Objective Throw out a product and gather market reaction Find a pain point that people are willing to pay you to solve Build a growth flywheel and monetize Growth Strategies Fake Door Testing + Quick Wins Traffic MVP + Incremental Traffic Mature Product + Big Bets Traffic Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 5. Pick your key growth drivers Driver Sales-Led Growth Marketing-Led Growth Product-Led Growth Community-Led Growth Cycles Prospect -> Outreach -> Leads -> Qualification -> Opportunity In-bound Leads -> Qualification -> Opportunity Activate -> Adopt -> Adore -> Advocate Engagement -> Trust -> Relationship -> Feedback Driver Build an efficient sales pipeline Build a strong inbound lead gen sys Build a product that promotes itself Build a community that attracts members Efforts High Touch Mid Touch Low Touch Varies Cases Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 6. Be realistic and also honest about what growth you need Total Downloads User Base Daily Active Users Month Recurring Revenue Big Logos Media Reports Industry Awards Category Ranking Actionable Metrics Vanity Metrics Do you want/need to - capture larger market share? - Build healthy cashflow? - Raise awareness/funding? Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 7. - 3 Stages: Idea Validation, Product Market Fit, & Scale- up - 4 Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 1 Growth Targets Agenda # 2 Growth Strategies - Save time & money by talking to the right people - ”Spy” on competitor’s growth strategy & metrics # 3 Growth Operations - Create iterations on channel, messaging, & audience - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 8. Save time & money on your GTM by talking to the right people - Founder / Growth Managers at companies that offer different product to the same audience - Agencies that have helped similar products or targeted similar audience - Existing customers of your competitor’s product - Your competitor’s ex-employees (be honest & respectful) … Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 9. Save time & money on your GTM by talking to the right people But people lie and make mistakes, While numbers mostly don’t Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 10. “Spy” on competitor’s marketing strategy & metrics Who and how many people use their product? How do users find them? What content drives traffic? How much cost to acquire a customer? What ads your competitors run? At how much budget? What do people talk about your competitors? Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 11. “Spy” on competitor’s marketing strategy & metrics Site Traffic: SimilarWeb Search Engine: Ahrefs Ads: TikTok/Facebook/Google Ads Library Social Listening: Brand24 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 12. “Spy” on competitor’s marketing strategy & metrics Site Traffic: - Monthly visits - Unique visitors - Visit duration - Bounce rate - Incoming traffic Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 13. “Spy” on competitor’s marketing strategy & metrics Search Engine: - Search Keywords - Backlinks - Anchors - On-Page SEOs - Site Structures Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 14. “Spy” on competitor’s marketing strategy & metrics Ads Library: - The Meta Ad Library. - TikTok Ad Library. - Google Ads Transparency Center. - LinkedIn Ad Library. - SEMrush Ads History. Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 15. “Spy” on competitor’s marketing strategy & metrics Social Listening: - Volume - Source - Influencers - Sentiments & Stories Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 16. - 3 Stages: Idea Validation, Product Market Fit, & Scale- up - 4 Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 1 Growth Targets Agenda # 2 Growth Strategies - Save time & money by talking to the right people - ”Spy” on competitor’s growth strategy & metrics # 3 Growth Operations - Hypothesis-Driven Growth Operations - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 17. Focus on hypothesis-driven growth operations Experiment Measure Learn Channel Messaging Audience - 80/20 Rule: 20% of growth channels drives 80% of results - Nail & Scale: if it works, double down your investments - Make assumptions & validate use plausible/mixpanel/Google Analytics Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 18. Build a funnel ready for experiments Funnel What to Build What to Measure Awareness Traffic Channels Impressions & Reach Acquisition Call to Action & Demos Click Through Rate Activation Landing Page Bounce Rate, Signup Rate Retention Onboarding Process & Aha Moment N Day Retention Revenue Value Metrics / Gated Features Monthly Recurring Revenue Referral Support, Reviews, Referral Net Promotor Score, Referral Revenue Don't flood and don't starve your funnel! - Are you ready to convert and keep a user? - Can you do accurate & timely data monitoring & attribution? Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 19. How to pick and evaluate growth channels Content Social Media Search Engine Media Reports Community Partnership Directories Events Blogs Corporate Accounts On Page SEO Discord Servers Event hosting Guest Blogging Organic Influencers Organic Backlinks Media Pitch Forums Co-Marketing G2/Trust Pilot Guest Speakers Sponsored Content Social Ads Search Ads Advertorial Sponsored Community Affiliate Marketing Event Sponsors Owned Media Earned Media Paid Media Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 20. How to pick and evaluate growth channels (What We Think) Level of Efforts Expected Impacts Easy Wins Big Bet Incremental Money Pit Growth Priority Matrix - Start from Easy Wins - Work on both incremental & big bets - Avoid money pit Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 21. How to pick and evaluate growth channels (Reality) Easy Wins Big Bet Incremental Money Pit Level of Efforts Expected Impacts - We tend to overestimate impacts and underestimate efforts. - Big bets could easily turn into money pit if done wrong; money pit might become a moonshot with luck and persistence - Do the methods that don't scale, aim the moonshot, and also build the foundation Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 22. How to pick and evaluate growth channels (There is more) Spend Speed Scale How quick can you see your initial result? How fast are the iterations? How much to activate this channel? How much is expected CPC? How big is the traffic pool? When will marginal costs increase drastically? Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 23. How to pick and evaluate growth channels Content Social Media Search Engine Media Reports Community Partnership Directories Events Blogs Corporate Accounts On Page SEO Discord Servers Event hosting Guest Blogging Organic Influencers Organic Backlinks Media Pitch HackerNews Co-Marketing G2/Trust Pilot Guest Speakers Sponsored Content Social Ads Search Ads Advertorial Sponsored Community Affiliate Marketing Event Sponsors Owned Media Earned Media Paid Media Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 24. Key channels crash course: Content Marketing X (Twitter) TikTok YouTube LinkedIn Instagram Facebook Substack/Medium Audience General General General Enterprise + Prosumer Consumer + GenZ Consumer + Millennials Enterprise + Prosumer Format Short blurbs Short Video Long Video Article + Blurbs + PDFs Photos +Short Video Photos +Blurb Long Article Content Industry news; Product updates; User feedback; product demos; Thought leadership; tutorials; Corporate updates case studies; - - Thought Leadership; Case Studies; Frequency 2-3 times a day Quantity > quality 3-5 times a week Search Quantity < quality 1-2 times a week Quantity < quality 1-3 1-2 times a day 2-3 times a month Quantity < quality Note: In-App Search In-App Search + SEO Low priority SEO Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 25. Key channels crash course: Content Marketing Build a pipeline: content pipeline + content calendar (ideas->draft->feedback->approval) Choose topics: overlap between thought leadership & audience interests; keywords heavy! Repurpose your content: video/audio/ article/tweets + cross-posting Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 26. Key channels crash course: Influencer Marketing Step 1: Influencer Prospecting Step 2: Influencer Outreach & Negotiation Step 3: Brief & Media Assets Creation Step 4: Content Promotion 1. Make the content as native and original as possible; 2. Choose a right mix of top, mid-tier, and KOC creators 3. Purchase content usage rights for high impacts content & repurpose Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 27. Key channels crash course: Media Pitch Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 28. Key channels crash course: Search Engine Optimization SEO Setups Keyword Research Technical SEO On-Page & Content Off-Page SEO Sitemap, Robots.txt, indexing Competitor & customer research; keyword gap HTTPS; Loading speed; Page depth; URL structure; Tags; content; internal- links Backlinks; Anchors In-House In-House or Agency Consulting In-House Agency Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 29. - 3 Stages: Idea Validation, Product Market Fit, & Scale- up - 4 Drivers: Sales/Market/Product/Community Led Growth - Why and how to set honest growth targets # 1 Growth Targets Agenda # 2 Growth Strategies - Save time & money by talking to the right people - ”Spy” on competitor’s growth strategy & metrics # 3 Growth Operations - Create iterations on channel, messaging, & audience - Build a funnel ready for experiments - Pick & evaluate growth channels - Key Channels Crash Course # 4 Growth Metrics - Internal metrics to measure your growth efforts - Industry benchmarks to set your growth targets Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ
- 30. Internal Metrics: Gas or Brake? Metrics Calculation Interpretation CAC Payback Period CAC / (MRR * Gross Margin) Average 12 months High Performing 5-7 months LTV/CAC Ratio Lifetime Value / Customer Acquisition Cost <1 too inefficient 3-5 Nice >5 too conservative The Rule of 40 Revenue Growth Rate + Margin of Profitability >=40 SaaS Magic Number (Current Q Revenue - Prev. Q Revenue) * 4 / Sales & Marketing Expenses Prev. Q <0.75 → Inefficient 0.75 to 1 → Moderately Efficient >1.0 → Very Efficient Bessemer Efficiency Score Net New ARR / Net Burn = (New ARR + Expansion ARR - Churned ARR) / (Revenue - Operating Expenses) Good → Score = 0.5 Better → Score between 0.5 and 1.5 Best → Score >1.5 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 哈 希 增 长 ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 长 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ 哈 希 增 Ｈ ａ ｓ ｈ Ｍ ａ ｔ ｒ ｉ ｘ