USING:

• GROWTH HACKING

• ITERATIVE TESTING

• PROFIT MODELING

TO GENERATE BUSINESS OUTCOMES

What is Disruptive Marketing?

THE FIVE STAGES OF DISRUPTIVE MARKETING

By:

DISRUPTIVE MARKET TESTING

Message Market Fit

Disruptive Reach

Comparative ROI

Conversion Psychology

1 2 3 4 5

Have you found the language that evangelizes?

What uncluttered channels are you exploring?

Can you predict the return on your campaign spend?

Do you understand why your customers are buying and referring?

Sta

ges

Exponential Growth FactorsAre you managing the three

factors that cause your company to grow exponentially?

3Questions? Use our search engine to find answers.

MONTH 1 MONTH 2 MONTH 3 MONTH 4+

TESTING MESSAGE MARKET FIT (MMF)‣ Find out if the market believes in your product before you launch.

‣ Unique Selling Proposition

‣ Product Vision

‣ Key Differentiator

‣ Thought Leadership

‣ Customer Discovery

‣ Influencer Analysis

‣ Expert Opinions

Questions? Use our search engine to find answers. 4Questions? Use our search engine to find answers.

MMF

TESTING DISRUPTIVE REACHMarketing Channels Become ExpensiveSPI shows you channels that aren't

Questions? Use our search engine to find answers. 5Questions? Use our search engine to find answers.

▸ Test your marketing channelsCOMPARATIVE ROI

MARKETING AUTOMATION

Questions? Use our search engine to find answers. 6Questions? Use our search engine to find answers.

LANDING PAGES

CHANNELS PREDICTABLE ROI

for

CONVERSION PSYCHOLOGY▸ A step-by-step approach to guaranteeing sales conversions

7

Why is it relevant?What are you selling? Can you prove it? How do I buy?

Step 1 Step 2 Step 3 Step 4

Questions? Use our search engine to find answers.

EXAMPLE SUCCESS METRICS▸ Indicators of successful conversions

8

Step 1 Step 2 Step 3 Step 4

Why is it relevant?What are you selling? Can you prove it? How do I buy?

1. Social Media Like2. Click Throughs3. Time on site4. Bounce Rate

1. Blog Shares2. Ebook Shares3. Post Comments4. Video Replays5. Return Visitors

1. Reservations2. Request info3. Demo Requests4. Heat Maps

1. Cart Abandon2. Trial Sign-ups3. Meeting Reqs

Con

vers

ion

Exa

mpl

es

Curious Customer Relevant Offering Proven OfferingReady for Sale

Questions? Use our search engine to find answers.

9Questions? Use our search engine to find answers.Questions? Use our search engine to find answers.

Misc. Factor: Customer Experience

A. Search

B. Email

C. Business Apps

D. Adwords

Value Ladder Examples

A. Profile

B. MSG Packages

C. Ads

D. Recruiter DataA

B

C

EXPONENTIAL GROWTH FACTORS▸ Attack conversions by up-selling and down-selling

CASE STUDIES

CASE STUDY

MOBILE REWARDS APP

Very few active users

$40 left in bank

CASE STUDY - MOBILE REWARDS APP

MMF Comparative ROI

ChannelsGoal• 100,000 downloads• Create Viral Loop via social shares

1 2 3 4

PROCESS

• Tweak conversion funnel• Introduce 1:1 tutorials

• Affiliate program• Social shares

• Message Market Fit• 14 of 22 acquisition channels

CASE STUDY - MOBILE REWARDS APP

OUTCOME

• 1 million downloads in 32 days

• Massively profitable

CASE STUDY

ENTERPRISE HARDWARE & SOFTWARE

26 units sold to dateFinancing depended on showing market

acceptance

CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE

Test Run

OptimizeGoal• Convert existing mailing list to buyers• Increase qualified inbound

PROCESS

• Lack of social proof stopped conversions• Created custom landing page

• Email campaign• Organic traffic

• Message Market Fit• Chose 2 channels, email & facebook

1 2 3 4

CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE

OUTCOME

• $500,000 pipeline generated in 48 hours

• 2 to 4 reservations/day from organic traffic

CASE STUDY

HEALTHCARE MARKETPLACE

High cost of customer acquisition

Non-fundable business model

CASE STUDY - HEALTHCARE MARKETPLACE

Test Run

OptimizeGoal• Reduce $180 cost of customer acquisition• Increase transaction volume

1 2 3 4

PROCESS

• Streamlined on-boarding• Created custom landing page

• 3 high-converting channels• Single on-boarding process

• Introductory offers - low cost 1st transaction• Tested 10 out of 22 acquisition channels

CASE STUDY - ENTERPRISE HARDWARE & SOFTWARE

OUTCOME

• Lowered cost of customer acquisition by 75%

• 10x increase in customer conversion

THANKS!

20

Chris StrachanPrincipal

Apoorva PandePrincipal

The SPI Team

www.strachanpandeinternational.com

Tianna InmanMarketing Operations

VIRAL GROWTH CHEAPER CONVERSIONSREPEATABLE MARKETING

OUTCOMESSTARTING AS LOW AS $1,000/MO

GUARANTEED RESULTS: