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From Concept to Scale: The Ins & Outs of IBM's Industry-Leading Enterprise Growth Marketing Program

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Jason Barbato
Growth Strategist at IBM
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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From Concept to Scale: The Ins & Outs of IBM's Industry-Leading Enterprise Growth Marketing Program
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About the talk

00:01 Growth at IBM: The evolution

02:56 Growth at IMB: The essentials

03:36 Entrepreneurial spirit

06:15 Flexible growth stack

08:50 Culture of experimentation

12:11 Agility

15:09 Meaningful learnings

17:02 To wrap up

About speaker

Jason Barbato
Growth Strategist at IBM

Jason has spent the last three years building out and scaling the growth hacking discipline at IBM, along with running several winning, multi-million dollar experiments within IBM product experiences. He has been an data-driven marketer working with startups, SMBs, and enterprises for over a decade. At IBM, Jason was one of the first growth hackers hired when the company began to explore the daunting task of incorporating growth at one of the largest and oldest technology companies in the world. From a team that began with two growth hackers, IBM has seen growth as a concept expand and scale into a discipline now in daily use by over 20 product and functional teams, and 150+ practitioners. Between partnering with forward-thinking teams to run experiments, constant internal and external evangelism, and working to build an agile and flexible growth hacking technology stack, Jason is one of IBM's true pioneers and advocates for growth hacking. Before IBM, Jason spent 10 years in digital marketing, taking an analytical, inbound approach to transforming and growing brands and businesses ranging from startup to enterprise; as an internal expert, agency lead, freelancer, and consultant. He is based in New York and he and his wife have five children...all under 10 years old!

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Hi everybody. I'm Jason. I'm a Growth Strategist at IBM. I've been at IBM for about three years going on three years and it has been quite the journey and you might already be wondering why is IBM here? What do they have to talk about? So I'll be coming at you with a bit of a different story. Hopefully it's a little bit inspiring to know what you're doing in the growth space because it has been a long fun challenging rewarding interesting journey at IBM into becoming what we are today. So I'll tell you a little bit about what we are today. Again, it's been about three years when I was

hired. I was the second growth hacker hired at IBM. I came from a marketing background. So when I arrive I wasn't even sure what growth hacking was learned very quickly, you know, as you all know data-driven experimentation at its core. It's something that IBM was not doing there were two of us. We weren't sure if it was even a thing if it would stick if it would last, you know, if it truly from the beginning I approached it as our own internal start-up, you know, we were trying to grow a business inside of IBM that could potentially

scale. So a lot of talk today about unicorns and rainbows and know what IBM we had our own version of unicorns and rainbows end know some Concepts that you don't hear often, but now they're aspirational Enterprise growth that in itself is unicorn especially to place like IBM with four hundred thousand employees doing business in 170 countries company itself is 120 years old and a lot of Legacy. So for many many reasons, even the basic premise of Enterprise growth was was it was something we aspired to arts and then of course

you arrive on maybe being able to do a little bit of Enterprise growth and then inevitably in an Enterprise like IBM you wanted to scale wanted to scale fast, you know, you want to influence as many products as many Journeys as many users as many business line Etc as you can as fast as you can so

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