Hacking Growth
How Today's Fastest-Growing Companies Drive Breakout Success
(Sprache: Englisch)
The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.
It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch...
It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch...
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The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace's sorry step-brother, and Uber was a scrappy upstart that didn't stand a chance against the Goliath that was New York City Yellow Cabs.
So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn't explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies' extraordinary rise. That methodology is called Growth Hacking, and it's practitioners include not just today's hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers.
Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more.
An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more
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consistent, replicable, cost-effective, and data-driven results.
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Lese-Probe zu „Hacking Growth “
Part I:The Method
Chapter One
Building Growth Teams
When Pramod Sokke joined BitTorrent as the new senior director of product management in 2012, the once-red-hot start-up was at a crossroads. Growth of their popular desktop software, which lets users find and download files from all around the Web, had stalled. More worrisome was the fact that the company had no mobile version of the product a huge disadvantage at a time where people were rapidly migrating away from their desktops to their smartphones. Making matters worse, YouTube, Netflix, and other streaming services were gobbling up users time and attention both on their phones and across other devices, leaving BitTorrent behind. Pramod was brought in to build the mobile product and reignite growth.
The 50-person company was organized around the traditional silos of marketing, product management, engineering, and data science. The product team and engineers were divided up into subgroups dedicated to different products, such as the desktop versions for Mac and Windows, and now the newly minted mobile team. Both the data team and the marketing group served all of these product groups, and as is typical at all kinds of businesses, the process of product development was completely separated from marketing. The product managers would inform the marketers about upcoming launches or releases and all marketing efforts were then conducted by the marketing group with no collaboration from those actually making the product.
The Customer Funnel & Typical Department Ownership
As is also typical for many companies, the BitTorrent marketing team was focused on efforts exclusively at the top of the funnel (depicted above), meaning raising customer awareness and bringing users to the products through branding, advertising, and digital marketing with the goal of acquiring new customers. At most software or Web-based companies, the work of increasing the activation and retention of those who ve
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visited a website or app is done not by marketers, but by the product and engineering teams, who focus on building features to make users fall in love with the products. The two groups rarely collaborate with each other, with each focused on their own priorities and often having little or no interaction. Sometimes they re not even located in the same building or even the same country.
Per this standard organizational playbook, once the BitTorrent mobile app was ready for launch, the marketing group crafted a launch plan, which, as usual, included a range of traditional marketing activities, with an emphasis on social media, public relations, and paid customer acquisition campaigns. The app was solid, the plan was strong, and yet, adoption was still sluggish.
Pramod decided to ask the marketing group to hire a dedicated product marketing manager (PMM) to help stoke acquisitions. These marketing specialists are often described as being the voice of the customer inside the company, working to gain insights into customers needs and desires, often conducting interviews, surveys, or focus groups, and helping to craft the messaging in order to make the marketing efforts more alluring and ensure they are conveying the value of the product most effectively. At some companies, these specialists might also be tasked with contributing to the product development, for example by conducting competitive research to identify new features to consider, or assisting with product testing.
An experienced PMM, Annabell Satterfield, joined the BitTorrent marketing team to assist in boosting adoption of the newly minted mobile product. In addition to focusing on the awareness and acquisition efforts she was charged with, she requested that she be allowed to work with the product team on driving growth throughout the rest of the funnel, incl
Per this standard organizational playbook, once the BitTorrent mobile app was ready for launch, the marketing group crafted a launch plan, which, as usual, included a range of traditional marketing activities, with an emphasis on social media, public relations, and paid customer acquisition campaigns. The app was solid, the plan was strong, and yet, adoption was still sluggish.
Pramod decided to ask the marketing group to hire a dedicated product marketing manager (PMM) to help stoke acquisitions. These marketing specialists are often described as being the voice of the customer inside the company, working to gain insights into customers needs and desires, often conducting interviews, surveys, or focus groups, and helping to craft the messaging in order to make the marketing efforts more alluring and ensure they are conveying the value of the product most effectively. At some companies, these specialists might also be tasked with contributing to the product development, for example by conducting competitive research to identify new features to consider, or assisting with product testing.
An experienced PMM, Annabell Satterfield, joined the BitTorrent marketing team to assist in boosting adoption of the newly minted mobile product. In addition to focusing on the awareness and acquisition efforts she was charged with, she requested that she be allowed to work with the product team on driving growth throughout the rest of the funnel, incl
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Autoren-Porträt von Sean Ellis, Morgan Brown
Sean Ellis is CEO and cofounder of GrowthHackers.com, the number one online community built for growth hackers, with 1.8 million global users and over 350,000 new monthly visitors. Sean coined the term "growth hacker" in 2010, and is the producer of the Growth Hackers Conference. He regularly speaks to start-ups and Fortune 100s and has been featured in the New York Times, the Wall Street Journal, WIRED, Fast Company, Inc.com, and TechCrunch. Morgan Brown is the COO of Inman News, the leading business intelligence source for real estate. A digital marketing veteran with 17 years helping early stage companies find traction and breakout growth, he launched GrowthHackers.com with Sean. Both speak regularly at major conferences such as SXSW, CTA, HubSpot, and more.
Bibliographische Angaben
- Autoren: Sean Ellis , Morgan Brown
- 2017, 320 Seiten, Maße: 15,6 x 25,1 cm, Gebunden, Englisch
- Verlag: Crown Business
- ISBN-10: 045149721X
- ISBN-13: 9780451497215
- Erscheinungsdatum: 10.04.2017
Sprache:
Englisch
Pressezitat
In an increasingly erratic business landscape where new competition can emerge overnight, customers loyalties can shift unexpectedly, and markets are constantly being disrupted, finding growth solutions fast is crucial for survival. Hacking Growth provides a compelling answer to this urgent need for speed, offering companies a methodology for finding and optimizing new strategies to increase their market share and quickly. Eric Ries, bestselling author of The Lean Startup
It used to be that designers and engineers were responsible for developing new products, data teams were responsible for number-crunching reports, and marketers were responsible for acquiring and monetizing as many customers as possible. But today s companies can t afford to be slowed down by organizational silos. Here, growth-hacking pioneers Ellis and Brown show how to break down those traditional barriers and marry powerful data analysis, technical know-how, and marketing savvy to quickly devise and test ways to fuel breakout growth.
Nir Eyal, bestselling author of Hooked
Ellis and Brown have accomplished what we ve been talking about for twelve years, which is to compile and organize an accurate view into the inner workings of an emerging discipline. Their wisdom (plus the anecdotes and stories) have rarely been discussed outside of a small circle of people, and they give real insight into how digital growth hacking is done at the highest levels. As all companies become digital, this is a must-read for anyone in business.
James Currier, managing partner, NFX Guild
There is nothing more important for any business than attracting users and customers to your products. The tools to do this in today s online-driven world are very different from the past. Hacking Growth will teach you how to think like a marketer of tomorrow. You will learn how to do deep data analysis, and how to think about developing
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features into your products that drive growth directly.
Josh Elman, partner, Greylock Partners
Marketers realize that marketing as we ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth.
Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing
"Two of the best marketers I know, Morgan Brown and Sean Ellis, have written a fun and accessible guidebook to growth hacking and marketing. If your mandate is to drive high leverage growth, then is book is your new best friend."
Patrick Vlaskovits, New York Times Bestselling Author of Hustle and The Lean Entrepreneur
"Hacking Growth is the definitive guide to building authentic, sustainable, compounding growth for your company. If you want to know how proven growth practitioners at fast-growing companies do what they do-- pick up this book." --Annabell Satterfield, Growth Mentor, 500 Startups
"A terrific book [that] belongs up there with Geoffrey Moore, Eric Ries and Steve Blank s books as a fundamental part of the canon of StartUpLand" -- Jeff Bussgang, Harvard Business School Lecturer, and general partner at Flybridge Capital Partners
Josh Elman, partner, Greylock Partners
Marketers realize that marketing as we ve known it will be replaced by growth hacking. So what is it, how do you do it, and why do you need to? Morgan Brown and Sean Ellis help you ask and answer those questions in this brilliant book, made for those new to the art and science on how to hack growth.
Geoffrey Colon, Communications Designer at Microsoft and Author of Disruptive Marketing
"Two of the best marketers I know, Morgan Brown and Sean Ellis, have written a fun and accessible guidebook to growth hacking and marketing. If your mandate is to drive high leverage growth, then is book is your new best friend."
Patrick Vlaskovits, New York Times Bestselling Author of Hustle and The Lean Entrepreneur
"Hacking Growth is the definitive guide to building authentic, sustainable, compounding growth for your company. If you want to know how proven growth practitioners at fast-growing companies do what they do-- pick up this book." --Annabell Satterfield, Growth Mentor, 500 Startups
"A terrific book [that] belongs up there with Geoffrey Moore, Eric Ries and Steve Blank s books as a fundamental part of the canon of StartUpLand" -- Jeff Bussgang, Harvard Business School Lecturer, and general partner at Flybridge Capital Partners
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