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Description

While growth strategy and process are essential, results come from tactics and execution. And as a marketer, I always struggled to find experiments that had a big impact fast with very little budget and almost no development resources. As I looked into it, almost every successful startup of the past 20 years could credit user psychology for its success. (Especially for B2B.)

 

Often “quick wins” start with deeply understanding user psychology. That includes both obvious “hacks” (viral loops, scarcity, pricing) plus traditional “brand” activities (quickly earning trust, positioning, comprehension). By focusing on these tactics, companies are able to double, triple, even 10X their impact with simple changes, using little budget and almost no development resources.

Quotation mark

Using techniques from this course, we focused on our enterprise customers’ struggles and desired outcomes in our testimonial & case study lead magnets. As a result, we increased page views on those by 10X on average, increased quote requests by 2x, and it took us no more than 2 hours to make those changes!

Max Stratmann  | Chief Sales Officer- Scanbot

Your Instructor:
Matt Lerner

Matt spent most of his career building and running marketing teams in Silicon Valley, notably at PayPal. After moving to London, he became a VC and developed and led 500 Startups "Distro Dojo” growth accelerator, which helped 35 startups achieve average YoY growth of 250%. Now Matt runs Startup Core Strengths, which helps startups learn the foundational mindset and habits to drive sustainable growth. Matt occasionally lectures on Startup Marketing at Imperial College and Stanford Business School.

What we'll Cover:

This is not a "theory" workshop. We’ll focus on practical (proven) examples of how psychology impacts each stage of the customer journey:

  1. Earn trust faster without expensive “brand” spending

  2. Boost conversion by increasing motivation & perceived urgency

  3. Use anchoring to increase perceived value and defend your price

  4. Leverage “free” to drive growth without giving away all the value

  5. Build trigger loops to turn your products into habits and flatten those retention curves

What You’ll Get:

Each topic will give you a set of simple, lightweight exercises to apply to your business right away. In fact, you will literally walk out of the room with 5 – 10 ideas you can use immediately. Stuff that won’t require buy-in, tech resources, etc. to prove the impact with quick wins. Those wins will help you get people’s attention and the resources you need to scale up (aka, will make your job easier and more fun).

Who should attend?

The great thing about user psychology is that it's simple to execute, so you can have a big impact without engineering resources or big budgets. We'll cover examples from all types and stages of company, including B2B, B2C, SAAS, eCommerce, enterprise, marketplaces and subscriptions.

1. Focus

Zoom in on the most important parts of the business to focus your work and simplify resource decisions (e.g. spend, build, hire). You’ll spot and unblock constraints, and find and build out growth loops

2. Align

Give everyone a simple scoreboard so they can see how they’re doing, and understand how their work contributes to the company’s success. This will help individuals prioritise better, align and focus the team, and reduce silos and politics.

3. Simplify

Have more productive conversations with key leaders and investors, because you're working from a common set of assumptions

What kinds of business models will we cover?

  1. Simple B2C acquisition funnels (quick impulse-buy, DTC)

  2. Longer slower “Considered purchase” funnels (B2B and B2C)

  3. Enterprise B2B sales (lead-gen, nurture, sales)

  4. Marketplaces (2- and 3-sided)

  5. Mobile apps, traffic, installs through retention

  6. Viral / product-driven growth

  7. Subscription / retention-driven businesses (B2B and B2C)

  8. Content & inbound traffic models (incl. SEO and Influencer)

First, you’ll distill your business into a simple flow diagram. Then, you’ll identify key levers that drive your growth engine so you can prioritise areas of focus. This will also help you spot problems early if things aren’t lining up with your growth model.

What is a growth model, exactly?

Quotation mark

They saved us months of focusing on the wrong areas and gave us the tools to tackle the right ones in earnest. I only regret we didn't do this 12 months ago!

Rob O'Donovan  | Co-Founder - CharlieHR

Boost your

Backlog

January 26 and 28 

15:00 - 17:00 GMT

Solo = £400

Group = £300

Limited to 20 attendees

Why are “growth models” critical?

When each person works from a different mental model (investors, product people, marketers, etc.) they each act from their own set of assumptions: E.g. product people want to research and build… marketing people want to buy ads or do branding… engineers want to refactor code or do iOS15 updates, compliance wants to comply and lawyers want to keep you out of jail (crazy, I know 🤷🏻‍♂️). Chaos ensues because everyone’s moving in different directions, and everyone passionately believes their thing is the most important thing in the company.

Simply put, your growth model lets you establish a common language, and give everyone a simple mental model to understand how their own work contributes to your overall growth.

Discover practical and easy-to-implement growth tactics by understanding how psychology and behavioral economics impact each stage of the customer journey.

Individuals £400 (or £300 if you buy 3 or more)

Dates: Jan 26 & 28

Psychology & Behavioral Economics in Marketing