Hale Schneider - Entre content e growth - como times de aquisição devem colaborar para acelerar resultados

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Between Content and Growth:
how acquisition teams can collaborate to 
accelerate results
GrowthHackersGrowthHackers
Hale Schneider. I do growth 
marketing at GrowthHackers. 
I’m responsible for user acquisition for 
our main products: Experiments, 
Workflow (aka Contentools) and the 
GrowthHackers Community.
The new marketing team
What is growth hacking?
Why marketing, content, and growth need to work together
Step by step for companies with or without a growth team
Go for Growth: Ideas to get you started
AGENDA
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DOWNLOAD NOW: bit.ly/GrowthRDSummit
The new marketing team
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The end of silos
Traditional structures incentivize team members to work 
in an isolated way and tend to hold the marketing team 
responsible for all growth
VS
Fast-growth companies create growth structures that 
unify metrics and put all team members in the same 
direction. Without silos, everyone is responsible for growth.
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Cross-Functional Teams
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Team Structures
Independent Team 
Growth PM
Growth 
Engineer
Growth 
Marketer Growth DA
Growth 
Designer
Growth
Team
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Team Structures
Cross-Functional Teams
VP Engineer VP Mkt
Director Director
VP Product
Director
VP Sales
Director
Growth Eng Growth Mkt Growth PM Growth Designer
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Team Structures
Mixed Structure Team
VP Engineer VP MktVP Growth
Growth Eng Growth MktGrowth Designer Growth PM
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What is Growth Hacking?
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What Growth Hacking is NOT
Growth Hacking is NOT a silver bullet
Growth Hacking is NOT executing any and all new ideas
Growth Hacking is NOT cheating or blackhat techniques
Growth Hacking is NOT a synonym for marketing
Growth Hacking is NOT the solution to product problems
Growth Hacking is NOT marketing that requires coding
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What is Growth Hacking then?
Growth Hacking is a continuous process
Growth Hacking can be done by any team
Growth Hacking is hard work and continuous learning
Growth Hacking is having a culture focused on experimentation
Growth Hacking is connected to product, marketing, and sales
Growth Hacking can include coding (or not)
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Sean Ellis - Founder of GrowthHackers.com
"Growth Hacking differs from traditional marketing by 
creating a culture of experimentation that involves the entire 
company moving quantitative and qualitative metrics."
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Growth & Content & Marketing
Step-by-step collaboration
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Step by Step for Content & Growth Teams
Establish data-focused meetings (growth meetings) 
● Start with the learnings: what worked and what did not 
work?
For new content ideas: 
● How will this piece help us reach our NorthStar metric?
● What is the impact (on the metric)? How will we measure it?
● How confident are we? 
● How easy is it to produce?
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CHOOSE 
YOUR NORTH 
STAR METRIC
● The metric that matters
● Quantify expansion of value delivered 
to all customers
● Every winning experiment improves 
your North Star Metric
● Avoid vanity metrics like registrations 
or downloads
Facebook: 
Value: see friends updates
NSM: daily active users (DAU)
-> to value 7 friends in 10 days
Uber:
Value: $ for drivers, rides for riders
NSM: Weekly rides
-> to value: First ride/passenger 
CHOOSE 
YOUR NORTH 
STAR METRIC
~On Experiments
SET UP YOUR 
GOALS FOR 
THAT PERIOD ● Use data & qualitative research 
to find high leverage 
opportunities for growth
● What will be the macro focus of 
your team/squads for now?
● What are the areas that will 
most impact your NSM?
SET UP YOUR 
GOALS FOR 
THAT PERIOD
~On Experiments
CREATE A 
HUGE IDEA 
BACKLOG
● Incentivize everyone in the company 
to speak up and share their ideas
● The burden of the idea backlog is 
something shared among the whole 
company
● Let them feel the ownership of that 
idea/test result
CREATE A 
HUGE IDEA 
BACKLOG
~On Experiments
NOMINATE 
YOUR 
HYPOTHESIS
● Use filters and ICE Score to prioritize 
your backlog of ideas
I: Impact
C: Confidence
E: Ease
● Growth Leaders should be 
responsible for nominating the ideas 
they believe are worth pursuing
NOMINATE 
YOUR 
HYPOTHESIS
RUN YOUR 
GROWTH 
MEETING
● Hold team accountable for 
inputs/outputs
● Task oriented meeting
● Assess progress and learnings
● Decide next tests based on 
learnings
● Define minimum viable test
● Consider most flexible 
environment
(1) Start by adding the current 
results of your objectives
(2) Then analyze the results of your 
previous sprints
(3) Time to pitch the nominations
(4) Build the tasks, assign 
someone responsible, set a 
deadline
(5) TEST!
RUN YOUR 
GROWTH 
MEETING
GATHER 
YOUR 
LEARNINGS
● As your team grows, tests evolve 
into something more complex, the 
amount of learnings increase and…
● Your knowledge-base becomes 
more and more valuable;
● Use the knowledge base to 
research tests that work and 
prevent rework;
● Retain the knowledge created 
through your tests! 
Download 
the 
spreadsheet
bit.ly/GrowthRDSummit
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GO
FOR 
GROWTH
Your customers
Your competitors
People you follow on social media
People who follow you on social media
Trending posts on forums (like GrowthHackers)
Industry-specific #hashtags on social media
Conference presentation topics (like at RD Summit)
Newsletters
Product-usage data
Review sites (Yelp, TripAdvisor, etc)
Thank you!
hale@growthhackers.com