Where the Product Grows
the intersection of marketing, data, and product
www.orangedrum.com
Something's missing...
Viewpost
ZenSpace
CloQ
iuzeit
Kaleidoscope
hmnty
CNC Machines
mirror mirro
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Product
Marketing
Return on Investment
Customer Acquisition Cost
Return On Advertising Spend
Customer Lifetime Value
Customer Retention Rate
Customer Conversion Rate
Dwell Time
Engagement in Features
Net Promoter Score
Specific Product KPI
We Both Have Metrics
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Which metric is determining growth?
Viral does not equal Growth
Collecting viral attention is sometimes the least retainable
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growth hacker
Space Travel Reservation App
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SpaceBnB. Unique places to stay and things to do.
www.orangedrum.com
I love robots
- Producing a viral video of monkey floating in a "hip" SpaceBnB
- Welcoming email campaign
- Robots introduce the product in advertising
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How would facebook go viral today?
- Users love making social connections
- After a certain number of connections, dwell time increases, bounce rate decreases
connect with 7 friends people will LOVE the product
www.orangedrum.com
connect with 7 friends people will LOVE the product
Marketing
Product
Growth Manager
Growth Team
Growth Metrics
The Product-Led Growth Flywheel
product growth on steriods
www.orangedrum.com
www.orangedrum.com
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Evaluators
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Beginners
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Regulars
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Champions
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Evaluator
Beginner
a moment of relief and excitement when a user discovers the solution to their problem.
Activation
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Beginner
Regular
Adoption is about forming habits and getting users to associate your product with a specific task or solution.
Adopt
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Regular
Champion
Users don't just use your product, but look forward to enjoying using your product.
Adore
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Champion
Evaluator
Without prompt, users are inviting other users to your product, leaving reviews, actively evangelizing
Advocate
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Marketing Funnel
Product-led
Flywheel
vs
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THANKS!
@orangedrum
www.orangedrum.com