KatherineChalmers.com  

Growth Hacking after the Sale

DC Lean Startup Meetup March 2014

Q: You made the sale – why do you still need growth hacking?

A: You have more selling to do

Build your lifetime customer value

•  Activation vs. churn

•  Account upgrades

•  Follow-on sales

•  Champion building

Onboarding for Success

•  Goal: get new customers to USE your product and have a SUCCESSFUL WIN

•  How do you measure success – What is your onboarding success funnel?

– Can you measure activation milestones?

– Can you analyze cohort behavior over time?

Show users what to do

Source:  SodaStudio.nl  

Another example

Praise good behavior

•  Hooray! You reached a milestone. – Reward the right actions with positive

reinforcement: praise, badges, path, milestones

Source:  Knewton.com  

Defined processes

Source:  Basecamp  

Easy access to help and training

Source:  HubSpot.com  

Follow-on Sales

Source:  FastCompany.com  

Evernote  follow-­‐on    sales  over  6me  by    customer  lifecycle  

B2B Follow-on Sales

•  More users

•  More departments

•  More applications/uses

It’s not just in the app code!

•  Marketing automation/post-sale drips – Best practices; customer service check-ins

– Digital body language and event flags

•  Account management processes – Customer documentation (CRM)

– Account mapping/navigation

– VIP programs/user groups

– Referral programs

Building your Champions

•  It’s easiest to sell to someone who has already said, “Yes”

•  How can you help show the world that your customer is a genius for choosing you?

Contact

•  Katherine Chalmers linkedin.com/in/katherinechalmers

@kathchalmers

kath@katherinechalmers.com

703.740.0178

Handouts

slideshare.net/katchal