Scaling Your Product with Key Growth Surfaces
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The panelists discussed how companies can identify intrinsic growth surfaces within their own products to drive user engagement and business growth. A growth surface is a feature that encourages users to spend more time, broaden their use of new interactions, and engage with additional product lines. Drift uses its conversational marketing product as a growth surface through features like a test drive option, which results in 20% of leads scheduling meetings. The key is leveraging a product's natural interactions to deliver value to both current and prospective users.
Scaling Your Product with Key Growth Surfaces
- 1. 1 #emailpros Scaling Your Product by Identifying Key Growth Surfaces September 13, 2018
- 2. 2 #emailpros Todays Panelists Guillaume Cabane G VP of Growth, Drift Guillaume Cabane is the VP of Growth at Drift. Prior to joining Drift he was VP of Growth at Segment. In addition to other marketing roles at French companies, Guillaume spent 6 years at Apple as the Business Development Manager for Europe Online B2B. Outside of work, Guillaume is a startup advisor, husband, father, cheese-eater and Pastafarian. Daniel Chalef SVP of Growth, SparkPost Daniel Chalef is the SVP of Growth at SparkPost. Prior to joining SparkPost, he has been a CEO, CTO and a marketing leader. Daniels experience spans across market strategy and building high-performing teams, as well as rolling up his sleeves and executing marketing campaigns, coding in Python, or running data analyses in pandas.
- 3. 3 #emailpros#emailpros Agenda Examples of key growth surfaces and how they drive product and business Where to look for a products growth potential and how to expand these features How Drift is a growth surface A key growth surface that Drift discovered to facilitate user engagement and increase business Q&A
- 4. 4 #emailpros What is a Growth Surface? Feature or interaction thats intrinsic to your product that encourages users to: Spend more time with your product Broaden their use with new interaction patterns Extend their engagement into additional product lines Therefore driving growth
- 5. 5 #emailpros Why Intrinsic? The most effective growth surfaces are the most natural to users.
- 6. 6 #emailpros
- 12. 12 #emailpros Source: http://firstround.com/review/pinterest-and-grubhubs-former-growth-lead-on-building-content-loops/ More on Content Loops
- 14. 14 #emailpros 14 Its all about creating delight within current customers and future customers. Growth and Customer Satisfaction
- 15. 15 #emailpros 15 Delivering value to prospective customersbefore they use our product. Growth Surfaces Weve Created
- 16. 16 #emailpros Growth Surface example #1 - B2B Viral loop
- 17. 17 #emailpros Growth Surface example #1 - B2B Viral loop
- 18. 18 #emailpros Growth Surface example #2 - GetMyResponseTime.com
- 19. 19 #emailpros Growth Surface example #2 - GetMyResponseTime.com
- 20. 20 #emailpros Growth Surface example #3 - ROI Bot
- 21. 21 #emailpros Growth Surface example #3 - ROI Bot
- 22. 22 #emailpros Growth Surface example #4 - Test Drive
- 23. 23 #emailpros Growth Surface example #4 - Test Drive
- 24. 24 #emailpros Growth Surface example #4- Test Drive
- 25. 25 #emailpros Growth Surface example #4- Test Drive
- 26. 26 #emailpros Growth Surface example #4 - Test Drive
- 27. 27 #emailpros Results 20% of leads going through test drive end up having a meeting with our sales team.
- 28. 28 #emailpros 28 Weve used our own product intrinsicallyto deliver value. Commonalities
- 29. 29 #emailpros 29 But anyone can use conversational marketing as a growth surface.
- 30. 30 #emailpros Have more questions about SparkPost? https://www.sparkpost.com drift.comsparkpost.com Have more questions about Drift? https://www.drift.com Learn More About SparkPost & Drift