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.

1. Data-Driven Growth
Ed Fry @edfryed

2. https://www.economist.com/leaders/2017/05/06/the-worlds-most-valuable-resource-is-no-longer-oil-but-data

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

10. ACCESS
MODEL
GOALS

11. ACCESS
MODEL
GOALS
PROCESS

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

22. But inbound.org failed...

28. REPEATED
EFFORT
GROWTHDATA + ?=

29. RULES GROWTHDATA

30. ACCESS
MODEL
GOALS
PROCESS
RULESData-Driven Growth
Rules-Based Growth

31. Pricing

32. Sales
compensation

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?

42. Effort
Value
created
this
quarter
FlywheelsHacks
Rules

43. Content Rules
(Reverse-engineering booking.com)

45. Scaling “decent” content
SEO
content

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.

50. Development = Rules.

51. Development = 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

56. 3minutes per
landing page

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)

61. Content recommendation

64. Rules-based sales automation
with segments, templates & workflows
RULES GROWTHDATA

65. Segments Demo requested
TRUE
QUALIFIED LEAD

66. Segments
Country
United States
Demo requested
TRUE
QUALIFIED LEAD

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

82. https://prezi.com/p/rakvqjfhetij/customer-life-cycle/

84. COMPLEX
SEGMENTS
COMPLEX
TEMPLATES
SIMPLE
WORKFLOWS
Control your complexity

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

93. 10x
more data
engineers
since 2015

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