Digital Zero to 50 and Beyond
Pedro Baliza
EVP Marketing
CMG.Asia
EVP Marketing
@CMG.Asia
Pedro Baliza // @pedrobaliza
Digital Zero to 50:
Creating a Growth
Engine
Pedro Baliza // @pedrobaliza
45 locations
nationwideIncluding peripheral cities and
rural areas
+500k visits
per month including +20k new guests
every month
Pedro Baliza // @pedrobaliza
Pedro Baliza // @pedrobaliza
Meet Erik,
our Director of Online Marketing.
Pedro Baliza // @pedrobaliza
+37 millionpeople reached
+12 millionviews our videos teasers
+14k leadscreated during the campaign
+20%Increase in new memberships
I AM MORE THAN YOU SEE
2017 mobile campaign
Pedro Baliza // @pedrobaliza
Leading up to 2015, new guest traffic grew
consistently - but it skyrocketed in 2016.
So, what changed?
Pedro Baliza // @pedrobaliza
Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Jul-15 Oct-15 Jan-16 Apr-16 Jul-16 Oct-16
Pedro Baliza // @pedrobaliza
43k
sessions /
month
1.1 mio
sessions /
month
437k
sessions /
month
+100 ads
running
+17k ads
running
+30k ads
running
New
channels
Pedro Baliza // @pedrobaliza
As traffic increased, so did Erik’s marketing
budget.
Pedro Baliza // @pedrobaliza
So how did Erik turn digital into
a source of sustainable growth?
Pedro Baliza // @pedrobaliza
He introduced a
growth marketing mindset.
Principles Where to start?
A growth marketer’s
success is measured
by his ability to impact
profit.
Marketers’ success =
product/market fit
x adoption
x sales impact
- operational burden
Fundamental #1
Pedro Baliza // @pedrobaliza
Acquisition
Lead Generation
Engagement
Activation
Retention
Referral
Traditional
Marketers
Growth
Marketersvs
Reference: Brian Balfour – Building a Growth Machine Pedro Baliza // @pedrobaliza
Because of their wide scope,
growth marketers must be fully
aligned and have full buy-in from
top management.
Pedro Baliza // @pedrobaliza
To impact bottom line, marketers’
biggest asset is their ability to
learn fast and iterate faster.
Fundamental #2
Pedro Baliza // @pedrobaliza
3040
49 54
68
85
101
117
138151
167
185
9
17.91
54.31
112.25
Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12
Twitter increased weekly tests
x3 and got x6 more revenue
(in <2 years)
Reference: Satya Patel – 2014 Agile Marketing Meetup Pedro Baliza // @pedrobaliza
To run fast and meaningful
iterations, growth marketers must
abide to a process.
Fundamental #3
Pedro Baliza // @pedrobaliza
6. Systematize(process setting)
1. Brainstorm(create backlog)
2. Prioritize(set test objectives)
3. Design Test(define MVT)
4. Implement(get sh*t done)
5. Analyze(reassess impact)
Reference: Brian Balfour – Building a Growth Machine Pedro Baliza // @pedrobaliza
Brainstorm on inputs and build
large backlogs of ideas
Conversion rate = step 1 * step 2 * step 3
To improve this… …brainstorm on as
many ideas to improve
these as possible
Reference: Brian Balfour – Building a Growth Machine Pedro Baliza // @pedrobaliza
Run weekly or bi-weekly
prioritizations of what to test next
A.Give it an ICE score(I = impact, C = level of confidence of
impact, E = ease)
B. Collect team feedback(collect feedback from growth team and
management)
Reference: Sean Ellis – 3 Stages of Growth Hacking Success Pedro Baliza // @pedrobaliza
After defining how to test and
implementing, assess the results
A.Success or fail?Understand if it moved the needle
B. ImpactEven if a success, was the impact as
expected?
C. WhyWhy were the results like this?
Reference: Brian Balfour – Building a Growth Machine Pedro Baliza @pedrobaliza
So, how did Erik to put these
principles to good use?
Pedro Baliza // @pedrobaliza
He created a proof of concept.
Pedro Baliza // @pedrobaliza
Defined area of focus (= high
impact to the business). Got
management buy-in.
Stage #1
Pedro Baliza // @pedrobaliza
Found internal supporters and
setup a team structure and
working process.
Stage #2
Pedro Baliza // @pedrobaliza
Top
Management
Design
UX
Growth
Marketer-1 man show-
Product
Development
Reference: Growth Tribe – What’s a Growth Team and How to Build One Pedro Baliza // @pedrobaliza
Started testing and iterating. The
moment he found something he
built a case study for top
management.
Stage #3
Pedro Baliza // @pedrobaliza
The good news is, Erik’s story is
replicable. You can do it too.
Pedro Baliza // @pedrobaliza
Pedro Baliza // @pedrobaliza
Team and Processes = Machine.
Ideas & Focus = Fuel.
Persistence = Oil.
Get your machine to work.
Final Remarks
THANK YOU