41. #INBOUND17
It is not a daily
increase, but a
daily decrease.
Hack away at
the
inessentials.
Source: http://bit.ly/2uBLe73
42. #INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease Current
Growth
Potential
SEO Net Medium High Medium Medium
Paid Net Medium High High Low
Virality Seed High Low Low High
Content Net High Medium Medium High
Create an acquisition channel map to help
43. #INBOUND17
Acquisition
Channel
Channel Type
SEO Net
Paid Net
Virality Seed
Content Net
Select the right acquisition strategy for your
product/service.
Spears: Sales prospecting
Nets: Inbound, Paid,
Partners
Seeds: WOM, Virality
46. #INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease
SEO Net Medium High Medium
Paid Net Medium High High
Virality Seed High Low Low
Content Net High Medium Medium
How easy is it for you to go after that
channel?
47. #INBOUND17
Acquisition
Channel
Channel Type Scalable Predictability Ease Current
Growth
Potential
SEO Net Medium High Medium Medium
Paid Net Medium High High Low
Virality Seed High Low Low High
Content Net High Medium Medium High
What is the current growth potential of that
channel?
65. #INBOUND17
User connects with 10 friends within 7 days
– Chamath Palihapitiya Former Growth Lead
One file in one Dropbox folder on one device
– ChenLi Wang Growth Team
2000 messages sent between a team
– Stewart Butterfield, Co-Founder
X users followed, Y% followed back
– Josh Elman, Former Growth Lead
User connects with 10 friends within 7 days
– Chamath Palihapitiya Former Growth Lead
One file in one Dropbox folder on one device
– ChenLi Wang Growth Team
2000 messages sent between a team
– Stewart Butterfield, Co-Founder
X users followed, Y% followed back
– Josh Elman, Former Growth Lead
Product Aha moments
81. #INBOUND17
Talk to teams who regularly
speak with customers about
the points of friction they
encounter.
82. #INBOUND17
Hypothesis: Creators don’t know, and go nuts over, low 5%
cut, no contracts, and owning their content.
Originated from: The Sales team found themselves
explaining Patreon’s fee system over and over again to
Creators who couldn’t believe how low it was.
Patreon - Experiment
84. #INBOUND17
Hypothesis: To become an active team on a new CRM,
bigger teams needed human contact at certain points of
friction.
Originated from: The Sales team found themselves spending
hours onboarding users onto the free CRM when users were
investigating if it could meet their needs or not.
HubSpot - Experiment
The fact we live in such a connected world means we're able to innovate at a rapid pace. The pace of innovation has increased as we've been able to scale our ability to learn from others. From the invention of the printing press back in the 15th century, allowing people to consume knowledge via reading, to the present day when we can connect with anyone through our phone.
That means we can now do some crazy shit; in China, they have face detecting technology that allows you to pay for goods with your face.
You can buy Vaccum shows right? Not only do these look super awesome, but they're actually going to help keep your house clean.
When I was growing up I had to depend on my parents to help with the questions I had.
And that change is affecting both sales and marketing as well. Our worlds are also changing really fast.
Growth has never been harder. Andrew Chen, who runs growth at Uber, wrote an article recently where he listed a number of reasons he believed growth will continue to become more difficult. Two of those reasons were superior tooling and smarter, faster competitors.
One of the most important characteristics of product channel fit is this, and why a lot of companies fail:
"Products are built to fit with channels. Channels do not mold to products".
For example:
Pinterest is built to fit Google; they produce a lot of user generated content that ranks for thousands of keywords.
DropBox is built to work with virality through a referral program.