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    Growth Engineers Blog

    The Ultimate Slide Deck Collection to

    The Ultimate Slide Deck Collection to Help You Excel As a Growth Hacker

    Growth hackers crave knowledge. While many aspiring growth professionals love to devour tips and tricks, they are not the essence of growth hacking.

    To succeed as a growth hacker, you need to master marketing, human psychology, design, data analysis, and other subjects, and not the quick-win tactics that have a limited life span.

    Growth marketing Quote Balfour

    Every business and its situation are unique. And while you can get inspiration from what’s worked for others, as a growth hacker you need to apply the fundamentals to find your own path to success.

    So, instead of giving you another portion of top hacks that are being dished out on a daily basis, we’ve compiled this awesome selection of slide decks on growth hacking fundamentals – the mindset, the skills, and the framework.

    Before we dive in, here is how we view a T-shaped skillset of an ideal growth hacker. It is practically impossible to find all of these skills in a single individual. Those that have them are true unicorns. Most of the time, a combination of these competencies can be found on a growth team.

    Excel As a Growth Hacker

    Now, we know that theory is no substitute for experience. Yet, you cannot go out there and succeed as a growth hacker without a solid understanding across these different areas.
    So, check out these slide decks, learn or refresh your knowledge, and then apply it in the real world.

    Growth Mindset

    You’ve probably heard it a thousand times: growth hacking is as much a mindset as it is a skill set.

    The growth mindset concept was first introduced by Carol Dweck, Professor of Psychology at Stanford University in her book Mindset: The New Psychology of Success. It is about challenging yourself and reaching out for what others might think is unattainable.

    This presentation delivers the main takeaways from the book and dissects what it means to have a growth mindset. And the good news is that growth mindset can be developed through self-awareness and practice.

    Do You Have a Fixed or a Growth Mindset?

    Statistics

    Growth hacking is driven by data, so growth hackers need a basic knowledge of statistics to be effective.

    Start by reviewing the following presentation which provides an overview of key statistics terms and concepts. It also illustrates how common sense should be used when thinking about data and results.

    Introduction to Statistics

    The next presentation introduces the concepts of normal distribution and statistical significance, something a growth hacker needs to understand in order to run effective A/B tests.

    Statistics Made Simple

    Finally, as a growth hacker, you also need to be familiar with how to use regression-based models to extrapolate trends. This slide deck provides a simple, non-technical introduction to a linear regression.

    What is Econometrics?

    Analytics

    Metrics

    Growth hackers have lots of data at their fingertips, and the most important question is what to analyze. Choose metrics in a way that you can understand how the business is performing and why.

    Dave McClure’s AARRR framework is often viewed as a default model for SaaS startup metrics. In this updated version of his presentation, he goes even deeper into how to choose winning metrics for your business.

    Startup Metrics for Pirates

    Using case studies, Ben Yoskovitz, co-author of Lean Analytics, provides great insights into how to choose the right metrics for your business depending on your business model and stages of business and product development.

    Lean Analytics for Startups and Enterprises

    Excel and R

    A growth hacker needs tools to analyze large amounts of data. Excel is a great starting point for turning raw data into insights. LTV, churn, cohort performance, and other customer metrics could also be tracked in a spreadsheet. Excel has robust functionality with formulas, pivot tables, and embedded visualization capabilities to help extract valuable learnings from data. The following presentation explains in detail how to put together pivot charts and tables in Excel.

    Excel Pivot Table Reports & Charts

    Growth hacker is not a data scientist, but sometimes you do need to analyze very large data sets, which is where the knowledge of R comes in handy. It’s a fairly simple programming language that is great for data manipulation, modeling, and visualization. The next slide deck makes a great introduction to the subject for non-experts.

    An Interactive Introduction to R

    Web Analytics

    Growth hackers use digital analytics to understand the impact of growth experiments throughout the marketing and sales funnel. With lots of data and tools at their disposal, growth hackers have the ability to look across different digital marketing channels (website, social media, email marketing, content marketing, PR) and see what’s working and what’s not.

    The challenge is to bring data and insights from different channels and platforms together into a holistic picture.

    Google Analytics is the #1 tool for tracking, analyzing and reporting site data. This great resource covers most of what you need to know about setting up goals, reports, filters, and other features, and doing basic analysis on your website.

    Google Analytics Fundamentals: Setup and Basics for Measurement

    Mixpanel differs from Google Analytics in one major way: instead of tracking page views, it tracks the actions people take on the web or mobile application. Check out this detailed slide deck to see how it works and what it can do for you.

    Intro to Mixpanel

    Programming

    Basic coding skills are highly desirable for a growth hacker, although marketers that have access to dedicated engineering resources on a growth team do not necessarily need them.

    A growth hacker does not have to be an expert coder but should have enough programming knowledge to set up A/B testing, write a simple script to automate work, or make changes to the code on the website or a landing page.

    HTML (Hypertext Markup Language) and CSS (Cascading Style Sheets) are two of the core technologies for building web pages. HTML provides the structure of the page, while CSS provides the style. This tutorial goes over some basics for the two languages in a clear and simple format.

    HTML and CSS Masterclass

    JavaScript is a programming language designed for performing dynamic tasks. It is used to make your site more interactive and improve user experience by adding animation, buttons, forms, drop-down menus, and other objects. A growth hacker needs to understand the basics, and the following slide deck is a solid starting place.

    Introduction to JavaScript

    PHP is a scripting language that is well-suited for web development, in particular, collecting form data, generating dynamic page content, and sending or receiving cookies. PHP is relatively simple for a newbie, so jump in with this massive slide deck.

    PHP: The Basics

    Python is a powerful, versatile, and easy-to learn programming language that is used by the likes of Google, Pinterest, and Dropbox for processing text, numbers, images, and other types of information. It is also the language of choice for data science and machine learning.

    As a growth hacker, you need to know how to use Python to automate small tasks and perform database integrations. Want to learn? Check out this easy-to-digest introductory presentation.

    Introduction to Python

    Ruby on Rails is another widely used framework that many growth hackers are familiar with. It is great for building APIs. This slide deck gives you the lowdown on the basics of this popular language.

    Ruby on Rails 101

    UX/UI Design

    Growth hackers know that great UX/UI drives growth. It hooks the audience, reduces conversion friction, and creates inherent virality. That’s why successful growth hackers have a good grasp of UX/UI principles in order to create effective landing pages and other forms of communication with the user.

    The following slide deck provides a great introduction to the subject of UX/UI, outlines the design process, highlights new trends, and offers some specific ideas for UI design.

    UX Design and UI Design

    Growth hackers must quickly test their ideas; that’s why we included this presentation that explores fast and simple UX test methods.

    Practical UX Methods

    Wireframing

    Wireframes are equivalent of an architectural blueprint for website pages or screens of an application interface. Growth hackers use wireframing to test usability and optimize user experience. With a wide choice of free and paid easy-to-use tools, you can put together a great looking wireframe in no time.

    Get your feet wet on the topic with this introductory slide deck.

    Wireframes – A Brief Overview

    Database Querying/SQL

    Sometimes you need to go beyond Google Analytics, Mixpanel, and other analytics tools, and get more granular in studying your user behavior to uncover powerful insights. In this case, you will need to pull data directly from the database, and for that you need to know how to run queries with SQL.

    In this slide deck, Justin Mares, co-author of Traction, pulled together SQL query basics that any growth hacker will need if he or she wants to dig into customer analytics.

    SQL for Marketers and Growth Hackers

    Web Scraping

    Web scraping is a relatively simple skill that can give growth hackers an edge on the competition. It is the process of automatically extracting data from different sources across the web and can be used for everything from social media monitoring to lead generation.

    Python is one of the most popular tools for web scraping, and this slide deck lets you dive into the topic with a number of detailed examples.

    Web Scraping With Python

    Behavioral Psychology

    If you want to attract, engage, and retain customers, you have to understand how they think and how they make decisions. Once you know what drives them, it’s easier to get their attention, keep it, and get them to take action.

    Nir Eyal distilled insights from his best-selling book Hooked into a SlideShare, where he explains the Hook Model – a four-step process embedded into the products of many successful companies to influence customer behavior. It is a must-read resource for any growth marketer looking to understand user psychology.

    Hooked Model

    The following slide deck draws on another classic work on behavioral psychology – Influence by Robert Chialdini. It succinctly explains the six psychological principles that can be used to influence users of your product or service – reciprocity, commitment and consistency, social proof, authority, liking, and scarcity – and how they can be applied in the digital marketing context.

    6 Principles of Influence – Robert Chialdini

    We could not exclude another fantastic resource that introduces the concept of six minds – vision/attention, memory, emotion, decision-making, language, and wayfinding – and explains how it can be used to design the perfect digital user experience.

    User Experience Doesn’t Happen On a Screen: It Happens In The Mind

    Research

    Any growth marketer knows that market research helps you make better decisions. This presentation from Kissmetrics provides a framework for how early stage businesses can do lean market research.

    How to Do Better Market Research

    Growth hacking isn’t just a numbers game. Qualitative user research helps you understand the behavior, needs, and motivations of your target audience and informs your decision-making in running the growth process.
    Check out this clear and concise breakdown of primary user research methods, including long interviews, short interviews, card sorts, and surveys.

    A Guide to User Research

    This presentation reviews three lesser known methods of user research that are inexpensive, easy to implement, and can be used right away – usability feedback through complaints and bug reports, user feedback through transaction audits, and content and language analysis through search logs.

    No Excuses User Research

    Storytelling

    Growth marketers need strong storytelling skills to craft the right message for their target audience. A good story that helps customers connect with your brand on a personal level will do wonders for your inbound and outbound marketing efforts.

    Pixar’s 22 Rules of Phenomenal Storytelling is an incredibly popular slide deck because it lays out simple, yet powerful principles that are applicable far beyond the creative quarters of an animation studio.

    22 Rules of Phenomenal Storytelling

    Here is another excellent slide deck that explores how comic writers use storytelling techniques and how they can be applied to craft a compelling message.

    5 Storytelling Lessons from Superhero Stories

    Copywriting

    A growth hacker must have solid copywriting skills to create content, write a landing page copy, or put together an email campaign. Good copywriting is about understanding the audience and using the right language to convince users to take a desired action.

    Buffer’s awesome presentation gives you 10 frameworks for creating attention-grabbing messages on social media.

    10 Best Copywriting Formulas for Social Media Headlines

    You should also check out this insight-packed slide deck with practical advice on how to write better content.

    17 Copywriting Do’s and Don’ts: How to Write Persuasive Content

    Funnel Marketing

    As a growth hacker, you must nail the sales and marketing funnel for your business if you want to scale it. You need to have an in-depth understanding of what happens at every stage of the customer journey, as you drive traffic and convert visitors into engaged users.

    See how David Skok of Matrix Partners and Mike Volpe, former CMO of Hubspot, define an optimized sales and marketing funnel and outline nine steps for building one.

    Optimize Your Sales & Marketing Funnel

    Conversion Rate Optimization (CRO)

    Conversion rate optimization is the most profitable growth lever available to growth marketers. It amplifies your customer acquisition channels and helps you get more leads, convert more leads into users, and make more money.

    Sean Ellis provides a roadmap on how to uncover points of friction and prioritize your testing plan.

    Conversion Rate Optimization: Stacking the Odds for Growth

    You should also review this deeper dive into the subject, which uses case studies to highlight tactics, tools, and best practices.

    Stop Leaving Money On the Table: Optimizing Your Site for Users and Revenue

    A/B Testing

    A/B testing is a foundational skill for a growth hacker. A/B tests help you measure and understand how a specific change in your webpage, app, ad copy, or interface affects your users. It helps optimize conversion rate and contributes to a better understanding of the target customer.

    Mike Greenfield of 500 Startups put together this great practical slide deck on the why, what, when, and how of A/B testing.

    The Art of A/B Testing

    Another great slide deck highlights seven typical mistakes that companies make with A/B testing and provides takeaways from nine test examples.

    Understand A/B Testing With 9 Use Cases and 7 Mistakes

    Marketing Automation

    Marketing automation helps you streamline the process of generating leads and moving them down to the bottom of the funnel. It saves you a ton of time and helps you grow your user base and increase revenue. As a growth hacker, you must know how to automate email, content marketing, and social media.

    Hubspot shares valuable data-driven takeaways on strategies and tactics for marketing automation.

    The Science of Marketing Automation

    With 64% of marketers using social media for six hours or more per week, marketing automation for social media is a hot topic. This slide deck lays out some practical advice on how to use automation to maximize the ROI of your social media activities.

    How to Use Social Media Automation to Improve Your Marketing

    SEO

    While content marketing seems to have taken center stage, ranking high in organic search results is still very important for long-term growth. SEO requires a well-orchestrated three-pronged approach, including an on-site optimization, content strategy, and link building.

    Rand Fishkin of Moz is the ultimate authority on SEO, so we have included two of his slide decks packed with valuable information. In the first one, he argues that SEO needs to be strategic rather than tactical, that building a brand is more valuable than a well-SEO’d site, and that SEO might no longer be a great way to get early traction. Check out the presentation for these and other great insights.

    Why SEO That Used to Work Fails

    The other slide deck details latest SEO trends, including changes in Google’s ranking algorithm, and the implications it has for your SEO strategy.

    Keeping Up With SEO in 2017 and Beyond

    PPC

    Paid advertising is a great way to drive targeted leads to your site, but growth marketers know it can become expensive quickly. The good news is that you can quickly test the channel and see if it’s working for you before doubling down.

    Google AdWords is by far the most popular paid search platform used by growth marketers. Check out this guide to AdWords to help you learn the basics.

    Mastering Google AdWords in 30 Minutes

    Kissmetrics shares 10 tactics that can help you greatly improve the effectiveness of your AdWords campaigns.

    10 Ways You’re Using AdWords Wrong and How to Correct Those Practices

    AdWords is becoming more costly every day, so growth marketers are increasingly directing their ad spend to Facebook and other social platforms to promote content and drive new business. With a host of different options to target customers, they present you with a great opportunity to provide contextual ads to your audiences.

    This just-published deep-dive on Facebook Ads is a great reference point for anyone working with this platform.

    Intro to Facebook Ads

    LinkedIn is the #1 social network for lead generation and a must-use resource for growth marketers. This detailed tutorial from the company itself gives a good overview of tools and dashboards available on the platform.

    LinkedIn Ads Platform Master Class

    Email Marketing

    Email marketing is still one of the most effective ways to deliver your message to a target audience. It is a highly targeted strategy for driving leads and customers that is easy to manage and track. Most importantly, it is inexpensive and delivers ROI of $44 for every $1 spent.

    This slide deck from SendGrid provides a good overview of email marketing basics and what you should keep in mind when using this marketing channel.

    Email Marketing 101: Strategy

    Hubspot’s presentation analyzes empirical campaign data and is packed with valuable takeaways on the how, what, and when of email marketing.

    The Science of Email Marketing

    Want to know how to do better with your email marketing? Focus on the 4Ps. This presentation helps you learn how to make you emails pervasive, participatory, personalized, and prescriptive.

    Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

    Content Marketing

    Content marketing has become the primary marketing tool on the web, making it a highly valuable skill that each growth hacker should have. The concept of content marketing has expanded from written content to encompass other forms of content creation, including presentations, infographics, video, and audio.

    Jay Baer, the New York Times bestselling author, provides his take on how to craft a winning content strategy for your company.

    Create a Content Marketing Strategy Your Customers Will Love in 7 Steps

    Rand Fishkin of Moz delivers great insights into why most companies fail with content marketing. Common mistakes include not being cognizant of the need to build trust and relationship over time, making content without community, not investing in distribution, ignoring SEO, and giving up too soon.

    Why Content Marketing Fails

    To follow up on the point from the previous presentation, SEO must be built into your content strategy. In this highly engaging material, Jonathon Colman illustrates business impact and wins for the customer that SEO and content strategy have had at REI, a major retailer in the US.

    How to Build SEO into Content Strategy

    Social Media Marketing

    More than one-third of the global population is currently using social media. It goes without saying that a growth hacker has to master every major social media platform and use social media marketing tactics and strategies to deliver on his or her growth goals.

    Get a good overview of how to create an effective SMM strategy with the roadmap, platform-specific tactics, and case studies.

    10 Steps to a Successful Social Media Marketing Strategy

    This deep-dive with a Facebook expert Mari Smith will help you learn top mistakes that businesses are making with their Facebook marketing, Facebook trends you must be integrating in your growth plans, simple techniques to improve organic reach, and much more.

    Facebook Marketing Success

    Mobile Marketing

    The single most important trend in digital marketing is a shift to mobile. Customers are addicted to mobile, and more time is now spent on mobile devices than on computers. To grow your business today, you need a great mobile strategy.

    This compilation of stats around mobile marketing should help you inform your mobile marketing strategy.

    2017 Mobile Marketing Statistics, Trends & Strategy

    How do the best companies and agencies create effective mobile marketing campaigns? What are the best tools to use when trying to reach your target audience on mobile? Check out this slide deck for great insights.

    10 Mobile Marketing Campaigns That Went Viral and Made Millions

    You do not want to miss the following presentation if you want to know how to adapt your SEO process to the reality of more people searching on mobile devices than on desktops.

    Mobile-First SEO

    Remarketing

    Remarketing, also known as retargeting in the digital world, has exploded in popularity. Growth hackers know that recapturing attention of your visitors and turning them into leads is a highly effective tactic. If you are not doing remarketing, you are leaving money on the table.

    Digital Marketer makes a strong argument for using Facebook remarketing to effectively convert users to the next step of the sales and marketing funnel.

    How to Plug a Leaky Sales Funnel With Facebook Retargeting

    If you want to learn about retargeting on Google, then you should take a look at this slide deck. It reviews several case studies and offers advanced remarketing ideas that you do not want to miss.

    Some Advanced Remarketing Ideas

    Find out how to harness the power of Google Analytics for remarketing and learn about GA Audiences with the next slide deck. Understand which signals to use, how to create audience lists and leverage GA capabilities for cross-device remarketing, CRM-based audience lists, and email-based retargeting.

    Remarketing With Google Analytics

    Viral Marketing

    Growth hackers love virality because it creates exponential growth. Virality can be built into the product, emanate from viral content, or achieved through a referral program. These slide decks offer some ideas and strategies on how to achieve this self-perpetuating growth loop.

    David Skok looks at the key factors that drive growth in viral marketing, what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.

    The Science Behind Viral Marketing

    Elle Shelley, now of Local Motors, describes how brand storytelling can help increase viral power of your brand. She introduces three viral principles and seven tactics you can implement to increase the virality of your product.

    How To: Viral Marketing + Brand Storytelling

    Full of case studies and actionable advice, this presentation from Kissmetrics covers best practices that top brands use to drive referrals and customer acquisition.

    How Top Brands Use Referral Programs to Drive Customer Acquisition

    PR

    PR can help startups rapidly generate awareness and amplify other marketing channels. For most companies, PR must be a part of their growth strategy, and every growth marketer must understand how to use PR to help the company grow.

    This guide from Onboardly is a great starting point to learn about PR. With chapters covering research, pitch creation, media outreach, analytics, and best practices, it’s a must-read resource for any growth hacker.

    The Beginner’s Guide to Startup PR

    Josh Steimle answers the question on how to get publicity without needing to bow down before the altar of mainstream media. This presentation shows you three ways you can do that with LinkedIn Pulse, BuzzFeed Community, and SlideShare.

    How to Get Major PR Exposure Without Major Media

    Community Building

    Building an audience is difficult, but establishing a community is even harder. Yet, those who can do it can greatly elevate their authority and personal brand. Sean Ellis and his Growthhackers.com is a case in point. A community can help you create and amplify content, build quality links, create strong social presence, and gain recognition.

    Check out this comprehensive step-by-step roadmap to community building with guidance on goals, process, tools, and KPIs.

    The Essentials of Community Building

    Jennifer Lopez, Director of Global Communities at Moz, shares the company’s path to building a strong community and offers great practical advice that you can apply to your situation.

    Lean Community Building: Getting the Most Bang for Your Time and Money

    Sales

    Growth marketers in the B2B space need to understand how sales work in order to be effective. Knowing about lead generation, account development, and enterprise sales strategies puts them in a better position to optimize their growth process.

    Start by reviewing this in-depth guide to designing a B2B sales process.

    How to Design a Sales Process for B2B Sales

    With changes in technology, the sales and marketing playbook has to evolve too. Drift’s VP of Sales shares three things that you can start doing differently to improve your conversion rate and drive revenue.

    3 Things Every Sales Team Needs to Be Thinking About in 2017

    An effective email copy gets the sales process off to a great start. Hubspot provides a 5-part formula for writing sales emails that people will actually respond to.

    How to Write Emails People Want to Respond To

    Business Development

    Growth hackers pursue growth in a scalable way by working through partners to reach new audiences. Business development requires ability to spot opportunities for mutually beneficial relationships that align with your product strategy and growth objectives.

    Get business development basics out of the way with a solid introduction to the subject that covers principal definitions, strategies, and tactics.

    Biz Dev 101: An Interactive Workshop on How to Get Deals Done

    Look at three real-life examples from the sports sector to learn how tech startups can successfully pursue partnerships with large, established players.

    A Biz Dev Playbook for Startups

    Growth Experimentation Process

    In order to build a growth machine for your business, you need to put in place a process for running experiments. A clear and structured process helps you accelerate your experimentation and learnings, which over time will inform your growth playbook.

    Brian Balfour’s timeless piece lays the groundwork for how today’s growth hackers and growth teams approach the process for growth experiments.

    The Scientific Method: How to Design and Track Viral Growth Experiments

    Sean Ellis illustrates his approach to running growth experiments and how the GrowthHackers team used the growth model to inform its high tempo testing efforts.

    Using Your Growth Model to Drive Smarter High Tempo Testing

    In a highly engaging presentation, Hiten Shah demonstrates in detail the growth experimentation cycle that he used with HelloBar and Kissmetrics.

    Lean Analytics Cycle

    At the core of any successful growth hacker lies a cross-disciplinary base of knowledge. These slide decks provide a good initial understanding of the different areas of expertise that a growth hacker should have and help you identify areas for further exploration.

    Learning from others is great. But most importantly, go out and apply what you have learned to grow your business.

    Looking for a growth hacker job?

    Find your growth hacker job or contract position with top companies at Growth Engineers.