2018 Taiwan Growth Hacker Annual Conference: Growth hacking emphasizes accumulation from one to a hundred. Only by doing can you get everything.

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This article The author Xu Youru has worked for BenQ, Unilever, and Taiwan High Speed Rail, and currently serves Far EasTone Telecommunications. Love data analysis, marketing, products and exploring various new business models. I hope I can study and work even when I am old. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.

[Is growth hacking another useless popular concept? 】

It’s the season of setting annual goals again, and I was chatting with a vice president friend whom I respect very much. She mentioned that although the company’s turnover has steadily exceeded 100 million, the growth has been flat for quite some time.

The morale of both the marketing and business teams is low, and the reason is simple: marketing feels that the lead list is not being followed up, and business complains that the list provided by marketing is of poor quality. In fact, the marketing team has done its job, but after many years, it is still unclear about its contribution to performance; and the business has a headache when being asked to follow up on the potential customer list, so it is more practical to ask old customers if they want to introduce their performance.

For such a team, is the method of Growth Hacker really helpful? Or is it just a flashy popular concept?

[Brothers Entrepreneurs: Do it quickly, make mistakes quickly, change quickly, and make money quickly]

I shared with my vice president friend a story I heard recently at the [2018 Taiwan Growth Hacker Annual Conference] (https://www.contenthacker.today/2018/12/2016-2018-ghst-seminar-summary.html).

[Guo Jiaqi] (https://www.contenthacker.today/2018/12/andy-kuobrothers.html) from Entrepreneur Brothers and Pinecone Shopping, his entrepreneurial story is super inspiring! Starting from the days when I was a student writing programs in my dormitory, more than 20 services have been launched in the past eleven years. Currently, there is one listed company and another company that is about to be launched. Over the past five years, this listed company’s annual turnover has grown by one billion yuan, but it still maintains a profit rate of over 10%.

Unlike many entrepreneurs who start from a certain market demand, the entrepreneurial brothers started by “borrowing successful business models from other markets”, quickly talking to the market, filtering out the unsuitable ones, filtering out the usable ones and amplifying them!

I still remember Guo Jiaqi speaking very fast: “The principle is to make money on the first day, so every product must be able to support itself.” So, what is rapid dialogue with the market?

• Align advertising fees: It costs two hundred yuan in advertising fees to sell a product, and the profit of the product must be at least greater than two hundred yuan.

• Fixed profit margin: Assuming the profit margin is 10%, the product will cost 2,000 yuan.

• Amplify the sense of value: If you want to quickly get customers to place an order for a product worth 2,000 yuan, you need to find products with a value far greater than 2,000 yuan, and then use large quantities of sales to negotiate with manufacturers.

If a product or business model can pass the test, find a way to amplify it. If you can’t pass this test, don’t be attached to it, just give up immediately. The following briefing is full of abandonment:

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhamxbkgxOqJofvLzjFWeu-Ux4HiG56nbkZHqUdXgn-BqO1 Rts98p8TEDBhwlXbO-oOYhGjIAtiyi93bMVXXy6P1MeHYp9ua7ofmhV2zsXUxr7uD_KaI_MhlYh4z2Li21Nm4cG4X7xxc2Fa/s1600/1.jpg)

They give the new business model a trial period of one month, and use a large amount of advertising exposure to ensure the effectiveness and credibility of the test. If they cannot support the cost of large-scale exposure, they will abandon the business model.

Vista added: The entrepreneur brothers’ approach is to invest 1 million yuan in advertising budget in the first month, and then allocate it to be digested within 3 to 4 days to test the market.

After a year of failure, I finally found the model of selling Chilean cooked and frozen king crabs on “Haoyu.com”. I used high-end seafood that was rarely sold on the Internet to seize the market; then, I copied it as quickly as possible. In the end, the company continued to expand and was listed on the public market four and a half years later. It is estimated that this year’s revenue will exceed NT$5 billion.

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[Hubspot Smarketing performance-oriented marketing: processes and reports that connect marketing and business performance]

I was frothing at the mouth, but my vice president friend just nodded politely. I guess she has already heard these concepts, but she just feels strange that others are doing well, but why do we stumble along the way and make ourselves scarred? What is the key to this?

[Bryan Cawse] (https://www.linkedin.com/in/bcawse/) from Hubspot shared “Smarketing Inbound Marketing that Combines Marketing and Business”. It is exactly talking about how to make marketing and business work better together?

The Power of Smarketing from HubSpot

[Inbound marketing] advocated by Hubspot (https://wiki.mbalib.com/zh-tw/%E9%9B%86%E5%AE%A2%E5%BC%8F%E8%90%A5%E9%94%80) (Inbound Marketing) and Smarketing (performance-oriented marketing) have gone beyond “collecting lists and then operating”, but systematically linking marketing and business.

There are five key points in this approach:

2. Determine business growth

3. Calculate the Marketing Side

4. Create a conversion rate scale (Calculate the Sales Side)

5. List volume service level report (Set up Marketing SLA report, Service Level Agreement)

6. Conversion rate service level report (Set up Sales SLA report)

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjn3RC0r88PwVD9QNLt0h7dScnOWBp3BdeJm1yrIt1P77H2Oi KBBHEKGCBFALyu1r9DJ5CbZSe_gDzmsRWAMbwkvkH6aKUeDU7rTzO9a3BfiPGy6XLPFCwe​​iv3YG93ovQzoulCPMpGSsy1r/s1600/2.jpeg)

The first three steps are composed of linked formulas: [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggv0LmBWlopoVrAtwatRzXlS3KAN7t-wijbmKH5on97HHO oWDvDI1aRnGS8X4a0pYJ-cu2XPDAQL1Cfgd2x4_Pv8W3ecPbwUXo0_H95cDJoGAktbJdQsxCVCZqn6Fi41KsioLkQGSQU6JJ/s1600/3.png)

The fourth and fifth steps are the key. Marketing and business must agree on the time within which to provide the list and then operate the tracking.

If the list target number for a whole year is broken down into daily observations, the task of marketing is to provide a stable list of potential customers to prevent the list from being too crowded at the beginning or end of the year to be digested.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc1ePZwdVtNU7flHJMH-ixQp2kW093bKK-i6l9S48eRnxa QDboIvpPguvm41PMD2XturNDugpV3Zb57wJCjsZnwsiaRQ6g788pQeDT10wh3_EEI4iUM4ZG99P-vo4tpSARM6xnzcK7Glyf/s1600/4.jpg)

According to Bryan’s information, 35-50% of transaction results belong to the suppliers who respond first, so it is very important to keep a close eye on the response time of the business team. The figure below calculates how quickly the business team digests the list and the corresponding response rate.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw1jreaRLEh05NwENt2gyFvBqYKg8Whaw7Nf3x2ApiOSN1 SXnZezzE_w5YhclHtYwDRWlWQXdeX9Slpo9G5vaY2xEpE-jRURtQirLWzVdCzjfymSkozVSZdmqnQga-mGET_qwTtfxFUtrC/s1600/5.jpg)

Bryan mentioned that when business and marketing have a common language, linked goals, and easy-to-use tools, they can understand each other’s effectiveness, further optimize each link in the sales funnel, and achieve higher and greater performance growth.

[Youru’s interpretation: Things to note before putting other people’s shoes on your own feet]

When bosses hear the stories of the entrepreneurial brothers, most of them will be excited and eager to do it right away! Especially if you change the new business model every month, might you think your team is not sophisticated enough? Then, I want to import lean mode.

However, I think not every business format needs to shorten the early adopter period to one month. For example: If you want to understand your own sales cycle (if your sales cycle lasts for a year, how can you change your business model every month?), you must first clarify what “based on advertising fees” means?

2. Where is the advertising spent: Understand the current mix of company listing sources.

3. Where does the list go? Understand the complete sales cycle for each source combination.

4. Advertising effects can be compared across groups: thoroughly understand the performance conversion rate of the list during the sales cycle.

Take “send the email collection list and hand it over to the business for processing”. Does the list need to be provided in a streamlined manner? Or once a day, a week, a month or every period? Will different feeding methods have any impact on the tracking effect? If the list is transferred only once a month, the sales cycle will naturally be longer.

Hubspot’s Smarketing uses a method of starting with the end in mind and inverting the marketing funnel: starting from how much performance should be at the end of the funnel, pushing back the respective responsibilities of marketing and business, and then adding the responsibilities to the timeline to create a transparent report.

The formula can be viewed like this: yellow font is the marketing list goal, and black font is the business conversion goal. Marketing cannot provide lists every day, and business cannot criticize the poor quality of lists every day.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWcC7lSFz5x9Bshfx7XpD5lMu0ZItSe3-t7XDonx27dCtV PeNqsuoWV5_yZN6e3_85Z-zY0rnChiOZUsM1hUoiwNASaIQUOycmqwAH5wyCx8bS4xbpWzGWufdC2mdsrStUZVKDhkzhxjke/s1600/6.png)

[Made from one to a hundred with industry: control the flow of every potential customer list]

Bingxue’s clever vice president friend said: “In accordance with the entrepreneurial brothers’ spirit of ‘do it quickly, make mistakes quickly, change things quickly, and make money quickly’, we don’t need to buy Hubspot’s services to improve our performance goal achievement rate.”

However, we have to find a way to keep every potential customer list under control - do you know what day the list was collected? Do you know what week the salesperson responds to customers? Do you know the response results every month and week? Once we’ve done that, we can move into more concrete performance improvement discussions rather than just complaining to each other.

Once you prove this method works, you can quickly go from one to 100!

When we want to go further, we should consider purchasing professional service solutions, which will give us the opportunity to scale from hundreds to thousands.

Growth hacking can be from one to ten thousand, or from one to one hundred.

Anyway, he who starts doing it gets everything.

P.S.:

• Complete report shared by entrepreneur brother Guo Jiaqi at the Growth Hacker Annual Conference

• Hubspot’s Smarketing English version article is here

• 2016-2018 Growth Hacker Annual Conference Lazy Pack

★ Master “2016-2018 Taiwan Growth Hacker Annual Conference Essence Lazy Pack” in one hand!

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★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: rawpixel, Xu Youru

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Further reading

• 2018 Taiwan Growth Hacker Annual Conference: “Pinecone Shopping” has suddenly emerged, and the key to success lies in the introduction of artificial intelligence
• 2018 Taiwan Growth Hacker Annual Conference: To face the second half of the Internet, you must know about “fission marketing”
• Wu Tianyuan: I watched the “2018 Taiwan Growth Hacker Annual Conference” and have some random thoughts

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