Evolved Marketing Growth Hacking
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Description
Book Introduction
Forget the 10,000-hour rule! Experimentation guarantees success.
Growth Hacking: A Strategy That Can Help You Beat Genius Entrepreneurs
The world's #1 growth hacking book, with over 750,000 copies sold.
The 10 Best Marketing Books of All Time - Economictimes
The 20 Best Marketing Books of 2021 You Need to Know - builtin.com
10 Must-Read Books for Startups - Futurestarup
Translated and published in 14 countries / Immediately after publication, it became an Amazon bestseller in the US, UK, Germany, etc.
Facebook, Google, and Amazon run more than 10,000 "experiments" (simultaneously) a year, each running in different versions.
Based on experiments, you can find the optimal solution based on 'verified results' rather than following baseless 'intuition' that says it will work out like gambling.
In today's fast-changing world, it's not only difficult to reach genius level with 10,000 hours of effort, but there's no need to do so.
Just follow the results of the 'experiment'.
Unlike traditional marketing processes, growth hacking is a process and philosophy that quickly and efficiently conducts all processes of identifying customer needs, reflecting them in products or services, attracting customers, and making them use the service more frequently to generate revenue, all based on "experiments."
Author Sean Ellis first proposed the concept and terminology of this method, and pioneered this technique while growing five Silicon Valley startups into billion-dollar companies and successfully building his own business.
The author, who felt the enormous potential of growth hacking, felt the need to establish it so that anyone could utilize it, so he wrote a book.
This book reveals in detail the secrets he learned while growing five companies worth 1 trillion won.
After reading this book, whether you're an individual entrepreneur or a large corporation, you'll realize that it's now impossible to compete without implementing growth hacking.
“Growth hacking is a completely new and incredibly powerful approach to go-to-market, but little is known about how to use it for optimal effectiveness. (…) I decided to write a clear, actionable guide that marketers, managers, project developers, founders, and innovators from all types of businesses can use to get started with growth hacking in their teams or companies.” - [Evolved Marketing Growth Hacking] p.30
Growth Hacking: A Strategy That Can Help You Beat Genius Entrepreneurs
The world's #1 growth hacking book, with over 750,000 copies sold.
The 10 Best Marketing Books of All Time - Economictimes
The 20 Best Marketing Books of 2021 You Need to Know - builtin.com
10 Must-Read Books for Startups - Futurestarup
Translated and published in 14 countries / Immediately after publication, it became an Amazon bestseller in the US, UK, Germany, etc.
Facebook, Google, and Amazon run more than 10,000 "experiments" (simultaneously) a year, each running in different versions.
Based on experiments, you can find the optimal solution based on 'verified results' rather than following baseless 'intuition' that says it will work out like gambling.
In today's fast-changing world, it's not only difficult to reach genius level with 10,000 hours of effort, but there's no need to do so.
Just follow the results of the 'experiment'.
Unlike traditional marketing processes, growth hacking is a process and philosophy that quickly and efficiently conducts all processes of identifying customer needs, reflecting them in products or services, attracting customers, and making them use the service more frequently to generate revenue, all based on "experiments."
Author Sean Ellis first proposed the concept and terminology of this method, and pioneered this technique while growing five Silicon Valley startups into billion-dollar companies and successfully building his own business.
The author, who felt the enormous potential of growth hacking, felt the need to establish it so that anyone could utilize it, so he wrote a book.
This book reveals in detail the secrets he learned while growing five companies worth 1 trillion won.
After reading this book, whether you're an individual entrepreneur or a large corporation, you'll realize that it's now impossible to compete without implementing growth hacking.
“Growth hacking is a completely new and incredibly powerful approach to go-to-market, but little is known about how to use it for optimal effectiveness. (…) I decided to write a clear, actionable guide that marketers, managers, project developers, founders, and innovators from all types of businesses can use to get started with growth hacking in their teams or companies.” - [Evolved Marketing Growth Hacking] p.30
- You can preview some of the book's contents.
Preview
index
Entering
Part Ⅰ.
Growth hacking techniques
CHAPTER 1: Building a Growth Hacking Team
The interdepartmental barriers finally collapsed
People who make up a team
How to Promote Growth Hacking
Growth Hacking to Get Started with Growth Hacking
CHAPTER 2: Is it a 'must-have'?
The frustration of branching out
What is an 'Aha Moment'?
The Road to 'Must Haves'
Unexpected change of direction
Towards the 'Aha Moment'
CHAPTER 3 The Lever of Growth
Hacking Your Growth Strategy
Important indicators
Selecting the North Star
Refitting the scope
Revealing the best path
Required data
To summarize
CHAPTER 4 RAPID EXPERIMENTATION
The speed is getting faster and faster
Growth Hacking Cycle
Preparing for takeoff
Growth Hacking Conference
Growth in just a few weeks
Part Ⅱ.
Growth Hacking Execution Strategy
CHAPTER 5: Hacking Customer Acquisition
Creating a compelling message
Language compatibility helps not only with branding but also with product improvement.
Aligning your path is different from managing your portfolio.
Narrow down the field
Experiments to match route/product compatibility
Keep trying new things
Designing a Customer Cycle
CHAPTER 6 Activation Hacking
Drawing the Path to an 'Aha Moment'
Create a funnel report on conversions and churn.
Survey Rules
If you persevere, the rewards will follow.
Remove resistance
Optimizing the new user experience
Optimization is a push and pull against resistance.
The power of positive resistance
The ins and outs of the trigger
CHAPTER 7: Hacking Retention Rates
The value of customer retention grows like compound interest.
Go straight on the surest path
What drives retention?
3 Steps to Customer Retention
Desirable retention rate
Cohort identification and schematization
Hacking the initial maintenance
Forming habits
Long-term maintenance
The Resurgence of 'Zombie' Customers
CHAPTER 8: Hacking Monetization
Diagramming the Monetization Funnel
How much revenue do you generate from your cohort?
Learning about your customers
Price optimization
Consumer Psychology Research
CHAPTER 9 The Virtuous Cycle of Growth
The engine of growth is off
Swim with sharks
Never underestimate the power of doubling down.
Dig deeper into the data goldmine
Jump into a new path
Opening the idea generation process
Launch a rocket
Acknowledgements
References
Search
Part Ⅰ.
Growth hacking techniques
CHAPTER 1: Building a Growth Hacking Team
The interdepartmental barriers finally collapsed
People who make up a team
How to Promote Growth Hacking
Growth Hacking to Get Started with Growth Hacking
CHAPTER 2: Is it a 'must-have'?
The frustration of branching out
What is an 'Aha Moment'?
The Road to 'Must Haves'
Unexpected change of direction
Towards the 'Aha Moment'
CHAPTER 3 The Lever of Growth
Hacking Your Growth Strategy
Important indicators
Selecting the North Star
Refitting the scope
Revealing the best path
Required data
To summarize
CHAPTER 4 RAPID EXPERIMENTATION
The speed is getting faster and faster
Growth Hacking Cycle
Preparing for takeoff
Growth Hacking Conference
Growth in just a few weeks
Part Ⅱ.
Growth Hacking Execution Strategy
CHAPTER 5: Hacking Customer Acquisition
Creating a compelling message
Language compatibility helps not only with branding but also with product improvement.
Aligning your path is different from managing your portfolio.
Narrow down the field
Experiments to match route/product compatibility
Keep trying new things
Designing a Customer Cycle
CHAPTER 6 Activation Hacking
Drawing the Path to an 'Aha Moment'
Create a funnel report on conversions and churn.
Survey Rules
If you persevere, the rewards will follow.
Remove resistance
Optimizing the new user experience
Optimization is a push and pull against resistance.
The power of positive resistance
The ins and outs of the trigger
CHAPTER 7: Hacking Retention Rates
The value of customer retention grows like compound interest.
Go straight on the surest path
What drives retention?
3 Steps to Customer Retention
Desirable retention rate
Cohort identification and schematization
Hacking the initial maintenance
Forming habits
Long-term maintenance
The Resurgence of 'Zombie' Customers
CHAPTER 8: Hacking Monetization
Diagramming the Monetization Funnel
How much revenue do you generate from your cohort?
Learning about your customers
Price optimization
Consumer Psychology Research
CHAPTER 9 The Virtuous Cycle of Growth
The engine of growth is off
Swim with sharks
Never underestimate the power of doubling down.
Dig deeper into the data goldmine
Jump into a new path
Opening the idea generation process
Launch a rocket
Acknowledgements
References
Search
Detailed image
Into the book
Growth hacking is also behind the success of fast-growing Silicon Valley stars like Pinterest, BitTorrent, Uber, and LinkedIn.
When it comes to the dazzling growth of these companies, most people believe the vague myth that they have incredible business ideas that are close to impossible.
I think I've come up with a great, innovative idea that will take the market by storm.
In fact, the opposite is true.
--- p.26~27
Growth hacking is a way to attract, activate, and engage customers so they come back for your products or services more often.
Growth hacking is a way to nimbly adapt to the ever-changing needs and desires of your customers, turning them into not only a source of revenue but also passionate evangelists and drivers of word-of-mouth for your brand and products.
A growth hacking team's core mission is to extract every last drop of growth potential through a hyper-focused approach to experimentation, tweaking everything from the product and its features, to the messaging it delivers to users, to how it attracts, retains, and monetizes customers.
--- p.32
Even established companies like IBM and Walmart are beginning to view growth hacking as a vital tool for survival.
Every company today is, in some sense, an Internet technology company.
(...) In today's business environment, where market leaders can collapse overnight, the need for rapid adoption of new technological tools and continuous experimentation in product development and marketing is rapidly expanding beyond the realm of digital products to all types of businesses.
This process will accelerate as the Internet of Things (IoT) enables more products to become 'smart' through connectivity to the web and other products.
--- p.35
Remember, big successes in growth hacking come from a series of small wins accumulated over a significant period of time.
The learnings gained along the way lead to better performance and better experimental ideas, which in turn lead to more success, and eventually, small improvements turn into overwhelming competitive advantages.
--- p.174
In fact, there are a plethora of new options when it comes to routes and specific customer acquisition techniques.
This is why growth hacking methods are efficient and effective.
A data- and experiment-driven approach allows you to spend your efforts and marketing dollars most effectively in a vast sea of choices.
--- p.246
As the pace of innovation accelerates and new, powerful tools become readily accessible to startups, such as cloud storage of big data and data analysis via machine learning algorithms, even large, established companies like Walmart and Microsoft must adopt a more agile approach to product development and marketing.
When it comes to the dazzling growth of these companies, most people believe the vague myth that they have incredible business ideas that are close to impossible.
I think I've come up with a great, innovative idea that will take the market by storm.
In fact, the opposite is true.
--- p.26~27
Growth hacking is a way to attract, activate, and engage customers so they come back for your products or services more often.
Growth hacking is a way to nimbly adapt to the ever-changing needs and desires of your customers, turning them into not only a source of revenue but also passionate evangelists and drivers of word-of-mouth for your brand and products.
A growth hacking team's core mission is to extract every last drop of growth potential through a hyper-focused approach to experimentation, tweaking everything from the product and its features, to the messaging it delivers to users, to how it attracts, retains, and monetizes customers.
--- p.32
Even established companies like IBM and Walmart are beginning to view growth hacking as a vital tool for survival.
Every company today is, in some sense, an Internet technology company.
(...) In today's business environment, where market leaders can collapse overnight, the need for rapid adoption of new technological tools and continuous experimentation in product development and marketing is rapidly expanding beyond the realm of digital products to all types of businesses.
This process will accelerate as the Internet of Things (IoT) enables more products to become 'smart' through connectivity to the web and other products.
--- p.35
Remember, big successes in growth hacking come from a series of small wins accumulated over a significant period of time.
The learnings gained along the way lead to better performance and better experimental ideas, which in turn lead to more success, and eventually, small improvements turn into overwhelming competitive advantages.
--- p.174
In fact, there are a plethora of new options when it comes to routes and specific customer acquisition techniques.
This is why growth hacking methods are efficient and effective.
A data- and experiment-driven approach allows you to spend your efforts and marketing dollars most effectively in a vast sea of choices.
--- p.246
As the pace of innovation accelerates and new, powerful tools become readily accessible to startups, such as cloud storage of big data and data analysis via machine learning algorithms, even large, established companies like Walmart and Microsoft must adopt a more agile approach to product development and marketing.
---p.400
Publisher's Review
Growth Hacking: The Secret Tool of Silicon Valley's High-Growth Companies
Marketing as we know it is being replaced by growth hacking.
It may be hard to believe now, but there was a time when Airbnb was the secret sauce for finding cheap accommodations, and Pinterest was a niche website for bakers and artisans.
LinkedIn was a network used only by corporate executives and top headhunters, and Uber was a startup that couldn't compete with the Goliath that was New York's Yellow Cab.
So how did these companies, with such humble beginnings, grow into the powerhouses they are today? Contrary to popular belief, they didn't achieve success automatically by creating outstanding products or by striking it rich with a single, brilliant idea.
This is because there was a methodology that was carefully implemented after thorough planning.
The author, Sean, named this methodology Growth Hacking.
Increasing market share with growth hacking methodology is like developing a product with Lean Startup, improving quality and productivity with Six Sigma, or developing a strategy with Business Model Generation.
Growth hacking drives growth by focusing on customers.
In other words, it is the most effective way to attract customers, make them return, promote engagement, and encourage them to purchase more products.
Startups aren't the only companies leveraging growth hacking anymore.
It is being adopted by the world's leading companies, including Facebook, Twitter, Tesla, IBM, Walmart, and Microsoft.
A must-read for every marketer, entrepreneur, innovator, and manager who wants to replace ineffective marketing methods with repeatable, cost-effective, and data-driven results.
6 Benefits You'll Get from This Book
* You will learn about the growth work performed by Facebook's Growth Hacking team, how to build a team, how to identify growth opportunities, and what to keep in mind for continuous growth.
In 2007, Facebook launched a five-person Growth Team (Growth Hacking Team) to address its stagnant growth problem.
Celebrating its 10th anniversary in 2017, the organization has multiple teams and is now responsible for growing a massive company serving over a billion people.
* You will discover methods and tools that produce marketing results that everyone recognizes.
Today, competition is so fierce that pouring a lot of money into marketing can make it difficult to differentiate yourself, let alone achieve significant results.
According to research by Fournaise Marketing Group, “73 percent of CEOs surveyed agreed with the statement that marketers lack business trust and are not focused enough on effectiveness.”
Now, even marketing must compete with data.
* You will learn how to get the feedback you need and build important features.
If you asked your customers, "How would you feel if this product were no longer available?" what would they say? If you can't confidently ask this question, you're not ready for rapid growth.
"Must-haves"—essential products—are key to sustainable growth and effective marketing.
We will personally teach you the proven method introduced in 『Lean Analytics』 and others called the 'Sean Ellis Test'.
* You'll learn how developers, designers, and marketers collaborate to generate ideas and prioritize them, taking your company to new heights.
How often does your product team (development team) talk to your marketing team? When did your engineers talk about customer satisfaction? Whether you're a startup or a large enterprise, organizational silos, whether you realize it or not, are slowing down growth.
In today's business environment, there is no room for power struggles between organizations.
* Using the processes and evaluation models presented in this book, you can generate, select, and experiment with your best growth ideas faster.
Which team is more experienced and more likely to win a match: a team with 10 or 20 games? If your competitor tests once every two weeks, but you can test once a week, you'll learn twice as much as your competitor each week.
Learning more by learning quickly is the goal of the rapid growth hacking process and the tremendous benefit of growth hacking.
* You will learn about and be inspired by the hidden efforts of several legendary Silicon Valley companies to understand their customers, as well as the case studies of several companies that the authors, Sean and Morgan, have personally nurtured.
Do you still believe that companies like Airbnb, Uber, LinkedIn, and BitTorrent achieved their success with a single, surprising business idea? These companies discovered growth strategies through constant analysis and experimentation of user behavior.
Marketing as we know it is being replaced by growth hacking.
It may be hard to believe now, but there was a time when Airbnb was the secret sauce for finding cheap accommodations, and Pinterest was a niche website for bakers and artisans.
LinkedIn was a network used only by corporate executives and top headhunters, and Uber was a startup that couldn't compete with the Goliath that was New York's Yellow Cab.
So how did these companies, with such humble beginnings, grow into the powerhouses they are today? Contrary to popular belief, they didn't achieve success automatically by creating outstanding products or by striking it rich with a single, brilliant idea.
This is because there was a methodology that was carefully implemented after thorough planning.
The author, Sean, named this methodology Growth Hacking.
Increasing market share with growth hacking methodology is like developing a product with Lean Startup, improving quality and productivity with Six Sigma, or developing a strategy with Business Model Generation.
Growth hacking drives growth by focusing on customers.
In other words, it is the most effective way to attract customers, make them return, promote engagement, and encourage them to purchase more products.
Startups aren't the only companies leveraging growth hacking anymore.
It is being adopted by the world's leading companies, including Facebook, Twitter, Tesla, IBM, Walmart, and Microsoft.
A must-read for every marketer, entrepreneur, innovator, and manager who wants to replace ineffective marketing methods with repeatable, cost-effective, and data-driven results.
6 Benefits You'll Get from This Book
* You will learn about the growth work performed by Facebook's Growth Hacking team, how to build a team, how to identify growth opportunities, and what to keep in mind for continuous growth.
In 2007, Facebook launched a five-person Growth Team (Growth Hacking Team) to address its stagnant growth problem.
Celebrating its 10th anniversary in 2017, the organization has multiple teams and is now responsible for growing a massive company serving over a billion people.
* You will discover methods and tools that produce marketing results that everyone recognizes.
Today, competition is so fierce that pouring a lot of money into marketing can make it difficult to differentiate yourself, let alone achieve significant results.
According to research by Fournaise Marketing Group, “73 percent of CEOs surveyed agreed with the statement that marketers lack business trust and are not focused enough on effectiveness.”
Now, even marketing must compete with data.
* You will learn how to get the feedback you need and build important features.
If you asked your customers, "How would you feel if this product were no longer available?" what would they say? If you can't confidently ask this question, you're not ready for rapid growth.
"Must-haves"—essential products—are key to sustainable growth and effective marketing.
We will personally teach you the proven method introduced in 『Lean Analytics』 and others called the 'Sean Ellis Test'.
* You'll learn how developers, designers, and marketers collaborate to generate ideas and prioritize them, taking your company to new heights.
How often does your product team (development team) talk to your marketing team? When did your engineers talk about customer satisfaction? Whether you're a startup or a large enterprise, organizational silos, whether you realize it or not, are slowing down growth.
In today's business environment, there is no room for power struggles between organizations.
* Using the processes and evaluation models presented in this book, you can generate, select, and experiment with your best growth ideas faster.
Which team is more experienced and more likely to win a match: a team with 10 or 20 games? If your competitor tests once every two weeks, but you can test once a week, you'll learn twice as much as your competitor each week.
Learning more by learning quickly is the goal of the rapid growth hacking process and the tremendous benefit of growth hacking.
* You will learn about and be inspired by the hidden efforts of several legendary Silicon Valley companies to understand their customers, as well as the case studies of several companies that the authors, Sean and Morgan, have personally nurtured.
Do you still believe that companies like Airbnb, Uber, LinkedIn, and BitTorrent achieved their success with a single, surprising business idea? These companies discovered growth strategies through constant analysis and experimentation of user behavior.
GOODS SPECIFICS
- Date of issue: November 1, 2017
- Page count, weight, size: 446 pages | 808g | 162*230*36mm
- ISBN13: 9791188225026
- ISBN10: 1188225022
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