Transcript: Developing a

Growth Marketing Mentality

Video 1: Introduction to Growth Marketing

Hi, my name is Sujan Patel. I'm the co-founder of Ramp Ventures and Web Profits.

Let's start with defining what growth marketing means. Growth marketing is a blend of marketing, sales, customer
success, support, and any other division or operation within your organization. It's an integrated approach to growing
your business leveraging all of the marketing channels at your disposal.

Now let's talk about how to develop a growth marketing mindset.

There are three things that are important to implement a growth marketing mindset within your organization.

1. Knowing the key metrics;

2. Knowing the strengths and weaknesses of your organization and your marketing channels;
3. How to get buy-in from the rest of the organization.

As far as what to measure and the metrics, there's lots of different things you could measure. Keep in mind, really it's
about measuring the most important parts of your funnel, your marketing channels, and identifying what success looks
like.

Let me give you an example. At Mailshake, one of our portfolio companies at Ramp Ventures, we measure traffic, sign-
ups, new customers, and conversion rate. Then, once somebody becomes a customer, we look at product usage for new
customers, how many campaigns, and the different things that would make somebody successful. This way we can help
measure and monitor the churn rate.

Now this might be different for your organization, but ultimately you need to find out what are the most important
metrics to you. And if you can't count on one hand, it's generally too many things to monitor.

Now number two is to know your strengths and weaknesses.

Let’s start off with the weaknesses. What weaknesses do you have within your metrics? What are the things that are not
working for you?

I'll tell you two examples of common weaknesses. Number one, it's lack of traffic. If you don't have enough traffic,
nothing else matters, because even with the best conversion rate, with little traffic, you're not gonna grow fast. So, if
you don't have traffic, that's weakness number one. Number two is a low conversion rate. This is a common problem
within a lot of organizations where you're getting traffic, you're getting eyeballs, but you're just failing to convert the
folks. Now when this happens, it's maybe A, your value proposition's messed up, or maybe you're not clearly articulating
your value prop. Maybe your friction is too high. Maybe you're asking for too many things. Maybe try a free trial model
or something of that nature. Or perhaps you need to go back to the drawing board, and you don't have product market
fit, or your value prop needs to be slightly tweaked.

Now let's talk about the strengths. So, a strength is really what does your company have that others don't? So, again,
using the Mailshake example, our strength is word-of-mouth and the simplicity of the product. That is literally the thing
people love. Our competitors are very complex, where we built something that's very simple. Again, knowing our
competitors' weaknesses, we kind of made that our strengths, or the opposite our strengths.

Now that we understand these three things, we can move on to identifying a framework to properly operate and
improve your marketing funnel. We're going to do this using the bullseye framework. The bullseye framework is a three-
 Transcript: Developing a
Growth Marketing Mentality

step approach to gaining traction. With so many different marketing channels out there, it's hard to understand where
to start. And organizing your approach is going to be quite difficult, or can be cumbersome. So the bullseye framework
helps you organize your channels, based off the impact. It helps you easily identify and understand which ones can help
you create traction.

Here's how the bullseye framework works. There are three rings. The inner ring are your three most prominent
channels. The middle ring is the things that you can leverage that could potentially become big channels. And the outer
ring is kind of your moonshots, with things you should be working on.

When you create your own bullseye framework, you want to make sure the things that you focus on are in the middle of
the ring. And if it doesn't align with the channels that are working for you once you know your metrics, as I mentioned
earlier, then you need to reorganize how you actually implement this and the time you spent on this.

Lastly, you'll need buy-in from the management team, as well as different departments in your company, such as sales,
development, product and support. Now these aren't the only teams you'll need to work with, but I've found these are
the most common themes the marketing team works with. Why? Because the sales and support people are talking to
your customers already. Why not just hear from them what feedback they get? The development team and the product
team are working on things that make those customers have a positive or a negative reaction. So those things, the
development team and product team can help you reduce that friction point, or adjust the value proposition, or make
things a little easier to understand. That's why it's really important to understand and work with these teams and make
sure that they're on board with implementing a growth marketing mindset.

Video 2: Growth Marketing Tips for Content Strategists

In this video, we're going to take a very tactical approach. I'm going to walk you through a few growth marketing tactics.
I've used these tactics to grow my business, and hopefully I can help you use these to grow yours.

Number one, talk to your customers regularly.

Rely on the input from your customer success, your service team, and your sales team to get that feedback because
those are the folks that are closest to your customer and talking to them all the time. If you want, jump in on sales calls
or customer success calls, or answer a few customer support tickets.

Number two, listen to sales recordings.

This is the easiest thing you can do. First of all, you can listen to them at two, three, four, acts, but this is important
because you'll understand friction points from your customers, objectives. And these are all things on the marketing
front you can address proactively.

Let's say the friction point is pricing, and you listen to a few customer sales calls and everyone's complaining about the
pricing. And you hear how the sales person navigates around that, so maybe that's something you can do to address on
the pricing page. Or maybe people ask about case studies or other information on it. Well, how do I use this? Those are
things again you can use in your marketing and you can create these collaterals before they become a friction point,
because the best way to solve these things, in objectives, is to handle it before they happen.

Number three, creating micro tools within your product.

 Transcript: Developing a
Growth Marketing Mentality

This is actually how our company Milkshake started, it started off as a different tool and then we created micro tools
around each individual feature, and we made them free. Eventually, the micro tools works so well we created a whole
company around that. And micro tools can be something very simple.

The next thing is building relationship with influencers, and companies that are related to your space. You can do co-
marketing, you can create webinars, you can do guest blogging, and so on. If you’re targeting the same customer,
together you can make a bigger impact. Let's say another company in your space has thousands of customers, and you
have thousands of customers, co-marketing to each other’s customers gets you in front of high value targets and same
to them. It’s a mutually beneficial relationship.

Another great thing is secondary SEO.

Secondary SEO is essentially sites or content that's linking to you that has potential to rank. So, for example, it may be an
article, that points back to you. That article can rank for pretty good keywords. So in addition to doing SEO for yourself,
you can do SEO for content because unbiased third party content generally out ranks commerce or for profit businesses
most of the time.

Now when you Google, let's say the keyword “growth hacking”, if you look at the search results, you essentially see lots
of content and blog posts. Now some of those pieces of content actually link to me, as I wrote a book on it a few years
ago. What I did was I expanded the content and built links back to my website to help boost Traffic.

The next thing is concierge onboarding.

Concierge onboarding is essentially helping to do a white glove onboarding service to help get your potential customers
or customers onboard your product the best possible way. This is definitely not scalable, or sustainable but what this
really does is it helps you understand the customer better, where they're getting stuck and gets them passed the hump
of essentially getting to use your product. Let’s face it, how many companies or software or products that you signed up
for and never used your product? But, if you can get somebody over that hump, again they've used it once or twice and
implement it within their organization or their process, they're more likely come back and use it.

Now, once you use it manually a couple dozen times or hundreds of times, you can figure automated ways to do those
same things.

At the end of the day, your project product is the best marketing.

Think about how you can make your product better, make it simpler, easier to use, how you could instill growth or some
virality within your product.

Going back to Mailshake, our competitors were expensive and hard to use, and so we created the exact opposite of that.
We created something really simple and cheap. And what happened as a result is about 40 percent of our new
customers come from word-of-mouth.

We definitely measure this when you sign up. We ask you “how did you hear about us?” One of the options is friends
and colleagues, and that results in 40 percent of our growth.

I challenge you to think about how can you make your product stickier, how can you make your product simpler, and
how can you add features that customers are begging for or create free micro tools to make their lives easier?
 Transcript: Developing a
Growth Marketing Mentality

And there you have it. All the information you need to become an awesome growth marketer. But remember, digital
marketing is an ever evolving landscape. New opportunities will emerge and the current platforms will change. Make
sure you’re ready and open for new possibilities to leverage before your competitors.