growth hacking the enterprise sale - san francisco enterprise tech meetup

Growth Hacking the Enterprise Sale

Presented to SFETMBy Lincoln MurphySeptember 9, 2014

About Me

Customer Success Evangelist at Gainsight Background is Network-Centric Business

Models; not Enterprise Software Gravitated to Growth Hacking - and

Customer Success – movements as I was already doing this at Sixteen Ventures

Copyright© 2014 Lincoln Murphy. All Rights Reserved.

http://sixteenventures.com/

Agenda

Clarity on what “Growth Hacking” is Requirements for Growth Hacking Answer the questions I was given Provide deep-dive resources for you



What is Growth Hacking? Growth: A metric we want to improve Hacking: to short-circuit Small Deal Size/Self-Service Model Drove

NEED Doesn’t mean large deal size / Enterprise Sale

can’t MASSIVELY benefit from Growth HackingCopyright© 2014 Lincoln Murphy. All Rights Reserved.


What is Growth Hacking? Building Bridges and Digging Tunnels

Where they are now where they need to be▪ Mindset

▪ Engagement

▪ Buy-In (Champion Uplift)

Exploit Organic Network Effects Your secret weapon – more on this later



Growth Hacking Requirements A Culture of Growth Experimentation

Must be OK with false hypotheses (“failure”) Organizational Alignment

Cross-Functional Ability to Execute Autonomously Silos are bad; they appear with company

maturityCopyright© 2014 Lincoln Murphy. All Rights Reserved.


Growth Hacking Requirements Be Data Driven

Everything starts with your Gut (even with data avail)

Be able to quickly iterate (Build – Measure – Learn) Quickly get to a point where decisions are driven

mostly by data, less by opinion & ”pretty” designs HIPPO/VITO/CEO can't be THE voice for very long if

you want to scale



Growth Hacking Requirements Align Success Metrics with Reality

Commissions on closed deals? MQL, SQL, etc.? Hypotheses tested? Customer dev interviews? Change if not appropriate Example: Take some BDAs and use then for

testing. Comp separately and based in viable success metric. ▪ Roll winning test variants into production processes



http://sixteenventures.com/sfetm






Questions & Answers



1. How can B2B businesses hack demand generation?

Demand Generation or Demand Capture?

Depends on market / product category maturity

If demand exists, you need to funnel it your way

If demand doesn’t exist – and assuming it should –

you need to Create, Accelerate & Scale that Demand

Ideal Customer Profile + Awareness Ladder



2. How do you generate more leads when search volume is low?

Don’t rely on search if search volume is low

Be at the top for your key search terms

That means Organic & Paid SEM won’t be major channel

Ideal Customer Profile will surface distribution opportunities

You’ll know where you need to be to get their attention and what

you need to do to convert that attention to action

Understand their Buying Cycle and where you can “hack” it



3. How can you leverage channels for demand gen?

Who has your Ideal Customer as their primary audience? Adjacent product vendors, consultants, analysts,

etc. How can you motivate them to get you in front of

their audience? WIIFT? Organic Network Exploitation

Understand how they interact with others and figure out how to infiltrate that network



4. What tools, techniques & strategies can agile marketers use?

It’s less about the tools and tactics and more about

knowing your audience Who are you targeting?

Who’s your Ideal Customer?

How do they consume marketing? Where are they on the awareness ladder? What bridges / tunnels would work to move them

forward rapidlyCopyright© 2014 Lincoln Murphy. All Rights Reserved.


5. How can marketers measure multi-step conversions?

Understand the entire process (all the steps)

Know what you’re trying to measure

Know what you’re going to do with that data once you have

it.

Build a process to go after ideal customers to reach your

goals

Find the tools that enable / optimize that process

Marketo, KISSmetrics, Hubspot, InfusionSoft, etc.Copyright© 2014 Lincoln Murphy. All Rights Reserved.


6. What are some Key Learnings from Gainsight?

Educate and Elevate Practitioners Boards / Investors Executives

Education – CSU Thought Leadership – Pulse & PulseCheck

Distribution: Leverage partners to spread the word for you

Webinars – Live-event FeelCopyright© 2014 Lincoln Murphy. All Rights Reserved.


growth hacking the enterprise sale - san francisco enterprise tech meetup

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