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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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About the talk

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

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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Highway 1, Welcome to the Venetian room. Also known as The Night Club Lounge. Room in case you're feeling sleeping, I have a few gifts and memes sprinkled throughout this presentation. Really? Thank you for being here. Today, we're here to talk about how everybody is your customer or rather, how ditching the acquisition funnel can supercharged growth for your company much like it did for admiral. So I had a career and growth now for a little over a decade and these are some of the roles that I've had a variety of companies, both big and small which is all to say

that succeeding. In growth has not met developing really deep expertise in one discipline and sticking with it for your entire career. But rather applying a data-driven and like curiosity-driven approach to learning whatever, new skill, whatever, new tactic it takes to succeed in a pretty rapidly changing online. Landscape the tactics that works to grow your own career. That work to grow your own company. Last year, might not be the same ones, that will help you succeed this year. And this really is the same Journey that like a droll went on, actually, over the last decade or so,

as well, that'll started about a little over ten years ago. This origin, was that our founder? Erin Bell, wanted to help his wife sell energy bars online. She had her own recipe Made the bars want to sell them. 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, come back when you have $20,000 and an agency. And he didn't think I was right? So he ended up creating his own network, a publisher site, and at the same time, created this great technology called retargeting, which

all of you probably have heard of may have been annoyed by, but we were always built for the underdog from day one. And only started entering this

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