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Everybody Is Your Customer: Why Ditching Your Acquisition Funnel Can Supercharge Your Growth

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Julie Zhou
Sr Director of Growth at AdRoll (division of NextRoll)
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Everybody Is Your Customer: Why Ditching Your Acquisition Funnel Can Supercharge Your Growth
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About speaker

Julie Zhou
Sr Director of Growth at AdRoll (division of NextRoll)

Julie Zhou has built over a decade of experience in product management, growth, and marketing for some of the most well-known products in the world. She is currently a Senior Director of Growth at AdRoll (part of NextRoll Inc), a growth marketing platform for ambitious direct to consumer brands. Prior to that, she led growth marketing at Hipmunk (acquired by Concur), the fastest, easiest way to plan travel and was a product marketer for Google AdWords, Maps and Android.

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About the talk

Track: Product Track

Your acquisition funnel is a useful measurement tool, but if you only focus your work on driving the most activations or revenue you possibly can, you’re missing the bigger picture - your customers. In this session, you’ll discover how NextRoll stopped being coldly transactional with their customers and started treating them in a more human way, which pushed their brand - and bottom line! - to a level of success, they never thought possible before. You’ll learn the specific, step-by-step pivoting strategies NextRoll used to court and convert customers they never knew they had, so you can start doing the same - as soon as you get back to the office.

00:05 Introduction

01:19 More about AdRoll

03:06 Importance of Net Promoter Score

05:48 Slowing growth manifesting in ads

07:09 What did AdRoll learn?

08:17 Everyone is already your customer

09:50 Start with content to bring new customers

12:52 Outsource your production to experts

15:01 Content multiplies all marketing efforts

17:20 What’s next for content?

18:33 Growth Guerilla Collective

19:21 Key Takeaways

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Hi everyone, welcome to the Venetian room also known as the night club lounge room. 00:05 Uh in case you're feeling sleepy. 00:10 I have a few gifs and memes sprinkled throughout this presentation, 00:13 but really thank you for being here today, 00:17 we're here to talk about how. 00:20 Everybody is your customer or rather how ditching the acquisition funnel can supercharge growth for your company much like it did for adroll. 00:22

So I've had a career in growth now for a little over a decade and these are some of the roles. 00:31 That I've had at a variety of companies both big and small, 00:37 which is all to say that succeeding in growth. 00:41

Has not meant developing really deep expertise in one discipline and sticking with it for your entire career, 00:44 but rather applying a data driven and like 00:50 curiosity driven approach to learning whatever new skill or whatever new tactic 00:53 it takes to succeed in a pretty rapidly changing online. 00:58 Landscape the tactics that worked to grow your own careers. 01:02

That work to grow your own company last year might not be the same ones that will help you succeed this year. 01:05 And this really is the same journey that Adroll went on actually over the last decade or so. 01:12 As well so I will start at about a little over 10 years ago. 01:18 Its origin was that our founder Aaron Bell. 01:22 I wanted to help his wife sell energy bars online. 01:25 She had her own recipe, made the bars want to sell them. 01:29

He went to talk to various food and nutrition blogs and asked how much you need to spend and they basically laughed at him and said. 01:33 Come back when you have $20,000 and an agency. 01:41 And he didn't think that was right. 01:44 So he ended up creating his own network of publisher sites. 01:46 And at the same time created this great technology called retargeting which all of you probably have heard of. 01:49

May have been annoyed by but we were always built for the underdog from day one. 01:55

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