Growth Hacking Geniuses - Andrew Anderson - Visual Summary

Andrew Anderson

How Did You Become Passionate About Business Growth?

Unlike a lot of other people that come from a traditional marketing background, […] to teach history and history is nothing but a bunch of lessons of we thought we were going to do this and we ended up doing that. We get a lot of sanitized versions of it but pretty much nothing in history has ever gone exactly according to plan and that fact has always been a passion for me and the stories of that.

Growth is about finding those opportunities in the business world and in the companies I work for – all these things that we think we should be doing this and we end up doing that and finding those things and learning those things and teaching about all those opportunities is really what I love doing.

What Results Have You Gotten?

I’ve been doing this for fourteen, fifteen years now. I’ve worked with 300 different companies. Again, all of my favorite stories are those that come from we thought we’d do this then do that.

A perfect example, I was working with one of the largest SEM programs in the world for a financial services company and they had seven key products and they wanted to build a landing page that just served the products and information based on what the person was searching for – which is something that was suggested and didn’t come to practice. Instead, we talked him into testing out the content to everyone to see if it was matching right because, if the product meets the match, they’ll be the best performer and, every other outcome, we would find a better outcome.

What we ended up finding was, if we had done exactly what they originally wanted to do, we would have lost about 18 percent of leads which is millions and millions of dollars for them. But, instead, by doing that, we discovered that the only correlation between products was a couple that didn’t match but, by looking at browser or time of day and serving content based on that, we were able to get about a 24 percent increase.

Again, it’s another one of those cases where we thought we were going to go left and we ended up going right. Those types of stories happen in my current role in all the different companies I’ve worked for.

What Do You Do Differently than Other Practitioners that You Think Is Hugely Valuable?

So much of the space is about how do we measure and do what we think is going to work best. In the optimization space, a lot of how do we validate this hypothesis or validate these ideas that we have and everything that I do is about how do we look at all the possible options and prove ourselves wrong, not right. You’re able to get into a lot of things that other people aren’t even aware of.

In my case, I’m a math nerd so things like fragility, math of efficiencies and system thinking which allows us to both validate if those ideas are right but, in the day, we actually make more money when we’re wrong. By doing that, we’re able to have far more successes, far higher rate of impact to businesses and be more efficient with it.

That’s really the core of what I teach and how I work with people – again, teaching them the discipline to go past their own egos and their own previous thoughts and keep building on it.

What Are Your Thoughts on Growth Hacking?

Growth hacking or growth marketing, in a lot of ways, is one of those open-ended terms that you use for a lot of things. In a lot of cases, it’s just data-validated marketing. “We’re going to do what we did before, we’re just going to throw a different name of it and kind of measure things.”

To me, it’s really this opportunity to rethink classic marketing or classic online marketing and to go past just looking at channels or looking at outcomes to, again, explore and exploit information and to keep building things.

There’s a lot of great voices out there but there’s also a lot of voices that use different words to teach people to do what they’ve already been doing or to feel better about what they’re already doing. And so, growth marketing kind of gets a bad name in my mind from that. But there’s also a lot of key people out there that really help people learn and go a different way.

You know, to get a different outcome, you have to be doing a different action. And so, whether you want to call that growth marketing or exploration or whatever, it’s a great opportunity learn and grow and go different ways whether it’s how you do spend or how you talk to customers or even what channels or markets you explore into. It’s a great wide unknown and it really allows you to keep going in different directions as opposed to being under the constraints of classic marketing.

What Role Does Data Play in the Day to Day Grind of Growth Hacking?

Data is like oxygen, right? We don’t exist without data, but just having data isn’t enough.

So much of marketing and data usage is for validation or what I usually refer to as data-justified marketing, not data-driven marketing. You know, there was that classic saying that you use data like a drunk man uses a light post for support rather than illumination.

To me, data is all about how do you just have the discipline and be able to disassociate the outcomes or the measure of the outcomes from the concept you want to do and the execution that concept. By doing that and only using data to really drive decisions as opposed to find something that proves what I’m trying to do, it really opens up conversations and gets far more results.

One of the things I tell people is you can ask for data on anything but, unless you can prove how it’s going to add marginal value, it’s not something that I’m going to provide to you because you’re just doing it to make yourself feel good.

Data is both the most valued and least valued part of just about any organization.

Growth Hacking Geniuses - Pierre Lechelle - Visual Summary

Pierre Lechelle

How Did You Start Your Journey in Growth and Digital Marketing?

I formed the business a couple of years and it formed brilliantly – mainly because of product. I’m a good product guy when things are getting started. Like, when you have traction and stuff like this. But I’m a bad product guy when it comes to getting started from the ground up.

Basically, starting the company was awful for me. Beyond the product, we sell for over two years and, at the end of these two years, we started doing marketing and all that sort of stuff. But it took me so long to get the product out there and gather feedback from people. I was just too late.

You know, running these marketing campaigns, I learned that I was a good marketer but not a very good product guy – at least not at the beginning of the project. And so, that’s how I got started and, you know, getting to know all these strategies, tactics, and working in more and more businesses basically led me to where I’m at today.

What Are Your Thoughts on Growth Hacking or Growth Marketing?

You know, I think it’s quite a weird word. You know, you’ve got tons of people doing growth hacking and growth marketing. Basically, what we do doesn’t have a real title. I think it’s coming closer and closer to growth marketing itself but growth hacking to me is like everyone is talking about scraping tactics, about finding leads or LinkedIn, pouring them all into big campaigns and seeing the results and doing all that sort of stuff.

I think, you know, some people come to see me and they expect me to be like, “Hey! We’re going to scrape this and Craigslist and do all the good stuff.” I’m like, “Sorry but I don’t do that.” I think what’s the main reasoning behind this is I think growth hacking is mainly about finding that one small tactic that’s going to give you traction but it’s not going to be sustainable in the long term.

So, it might help you gain your first few hundred users – maybe the first customers – but it’s not going to help you grow sustainably over the next

five to ten years and this is what I like to focus on because this is what is going to have the greatest ROI for you and your business. If we’re just basically finding tactics, it’s not going to be very helpful over the long-term. I think that’s a huge distinction between growth hacking and growth marketing.

People – I believe – should focus on the latter because you’re not going to build a business or scraping and doing illegal stuff and weird tactics. Yes, that’s where I stand.

How Important Are Lead Capture and Conversion Funnels?

You know, I think we live in a world where we can have very augmented businesses. So, I don’t think everything should be fully automated or that everything can be fully automated. But, you know, if you are a consultant or you are a SaaS software, no one is going to go from no clue who you are to “I’m going to purchase a $1,000-a-month product.” There’s no way someone is going to go through that thought sequence in just a second.

I think it’s important for us marketers and for business but also for customers and prospects to basically go through these funnels that they can basically get nurtured into. Like, I don’t know if consultants, a lot of SaaS businesses are going to start with blog articles and they’re going to push you to some sort of an e-book then you may have multiple other e-books, email courses, and all that sort of stuff.

That’s going to educate you about the product, about what it can do for you, and the advantages it can have for your business. And then, later on in the journey, when you’re finally ready to purchase the product, it becomes a very simple decision-making process because it just makes sense. “I’ve been with that company for so long, why not give it a try?”

I think HubSpot is a very good company doing this. I’m a user of Modern Mark and they do listings of B2B SaaS companies and all that sort of good companies and they basically have a newsletter where they share content, share very interesting content.

Before I went about and became a customer, I was reading that newsletter. Every week, I would discover new features, I would discover new content that would allow me to put outbound sales to work and, you know, all that content, when I was thinking about doing outbound sales

myself, I was like, “Well, Modern Mark is all I need to speak to.” I think that is, in the end, what conversion funnels and high-level funnels are. It’s not necessarily about the different steps between a payment processing but it’s mainly about what’s the customer journey, customer life cycle that maximizes the number of customers that are going to end up at the end of the process, if that makes sense.

How Do You Get Customers a Quick Win?

I think it’s mainly a question about where should the business be focused. You know, when you get into a new business, you always have these huge low-hanging fruits – you know, you see weird things happening in the AdWords account.

I think the last business that I audited, they basically had 25,000 emails that never received any email. They were basically getting new email subscribers every day but they didn’t send any email to these guys. And so, it became obvious to me that we are to email these people and reactivate them and make sure they are great content and great experience. But, in the end, it’s about looking at the entire funnel of your business, the entire customer life cycle, and looking at where you have missed opportunities. It’s often going to be in emails.

One of the huge ones that every business can have is basically look at all the lost deals, all the leads that never got engaged, all these lost leads that you lost track with, and just emailing these people can tremendously help your business. But, yes, looking at the entire funnel and seeing where you can have impact.

How Do You Start a Growth Team?

I think it’s a very complex process. You know, we’ve talked earlier about growth hacking, growth marketing, and all that stuff. I think what people see is, you know, they want to experiment. Everyone wants to experiment and everyone is going to try to launch new things and do different tactics.

I think our entire discussion is mainly about creating a growth team. It’s about finding where you can have the most impact, generating quick wins so that you can show to the organization and board of directors and VPs and everyone in the organization that you can have impact. It’s about showing that you – you alone or a small pool of people – can have impact on the business.

As soon as you show to everyone that you can have impact by launching experiments, you can then start with a small pool of people, generally promoting a few people from the organization, probably the same ones that already participated in these experiments, and then you can expand from this.

Let’s say you are the growth manager, a designer, and an engineer. You start experimenting by finding these high-impact areas, launching experiments. You’re getting these quick wins and then you can expand on that group of people.

If, for instance, you see that design is your main goal, you can basically hire one more designer and start moving more quickly through the experimentation cycle. That’s basically then all about brainstorming ideas for experiments, launching more of them, and making sure that you’re having positive results on your bottom line.