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Forecasting the Future of Growth: Must-Know Trends, Strategies, & Tactics for 2020

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Jason McClelland
CMO, Heroku at Salesforce
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Forecasting the Future of Growth: Must-Know Trends, Strategies, & Tactics for 2020
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About speakers

Jason McClelland
CMO, Heroku at Salesforce
Ben Kaplan
CEO & Founder at PR Hacker

I'm passionate about building businesses and making GTMs more efficient via digital transformation; Leading with Digital to allow companies to be more focused and have closer relationships with their customers, resulting in customer affinity and expansion, improved LTV and more efficient sales.Currently, at Salesforce helping build out Digital for their Heroku (App Dev) business.Previously I was fortunate to serve on the leadership team that drove Adobe's Creative Cloud transformation to SaaS services. First, in product management, leading the team that built Adobe’s “eCommerce as a Service” vision; then running the services business to scale to $1B+, building the teams, platform and management processes necessary.

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Ben Kaplan has conducted PR and publicity campaigns for the world's largest consumer, financial, and education brands. He has obtained media coverage for his clients on more than 5,000 media outlets and has personally appeared on over 2,000 TV and radio programs, including interviews on The Oprah Winfrey Show, Good Morning America, Nightline, NBC, CBS, ABC, CNN, Fox News, NPR, and the BBC.

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About the talk


00:16 Introduction

01:52 What is Growth Marketing right now?

03:25 Is Growth Marketing going to transition to big name brands?

05:27 How to promote a growth marketer mindset in your company?

08:49 How to be valuable and efficient?

12:50 Biggest mistakes Jason McClelland made

14:30 Growth Marketing 2020: Is it about results or the process?

15:55 Is Growth Marketing going to spread in 2020?

17:13 Is Growth Marketing going up-market?

18:33 How to hire Growth Marketers?

20:14 Growth Marketing 2030

23:32 Final activity

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So hopefully, I'm not 00:04 making you guys, too, unhappy because contrary to Carlos said. 00:05 I'm actually the last thing before drinks. 00:08 Yes, sorry about that, no worries. 00:10 We're excited to have you and I think Jason I mean? 00:12 One thing to kind of get us started on a kind of forecasting the future of growth is sort of where we've been to get to this point, 00:16 you started out not even related to growth marketing in your ear now. 00:24 You're the CMO of Heroku. 00:28

You had to turn it from a premium model into enterprise sales take us briefly in your background. 00:29 And then how you kind of got into growth as a discipline, 00:34 yeah, so I started my 00:37 career as a software developer I moved up here in the late 90s. 00:38 And I didn't have a college degree. 00:41 It was kind of the easiest way to make money because people would pay anybody that even know the word Java at that time. 00:43

So did that for a good number of years worked my way. 00:48 Up did consult and all that kind of stuff. 00:51 I got to the point where somebody offered me a director-level position and my reality or my realization was, 00:53 I don't actually like this work. 00:58 I was just doing it because that's where the money was when I first started out and to become a director in that's like ‘Oh my Gosh’. 00:59 I'm making like a lifetime commitment to something I don't want to do. 01:06

And so at that point I began my journey into a product so I started building out the product. 01:09 I was fortunate enough to be at Adobe and help build what became their marketing cloud. 01:14 So let that team and so just kind of being in the right time right place at the right time did that for a couple of years and it helped out 01:18 there. 01:25 Go to market transformation for the creative cloud transformation when they moved into this. 01:25

As model did that for a couple of years and then I have been over at Heroku, 01:29 selling it's a very technical sales to startups so we sell to like Uber and Lyft and Stitch Fix and Blue Apron. 01:33 We work and all that kind of stuff. 01:38 To be doing that and then as you mentioned I'm now moving over to a new company called Domino data labs, 01:40 which is machine learning. 01:47 So it's a platform for the data scientists to work together. 01:47 So 01:51 So what? 01:51

So what is growth marking to you like? 01:51 What is like growth marketing 2019 it's not 2028? 01:54 What is it like right now? 01:56 What does it mean? 01:58 What does this set of skills the attitudes? 01:58

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