Maker Hunt’s AMA with Savvas Zortikis from Growth Rocks

We have an AMA with Savvas Zortikis — VP Product & Growth at GrowthRocks. You can find him on twitter:

Savvas Zortikis has been leading marketing automation campaigns for large corporations and multinational brands, like BMW and Nestle, in more than 16 countries. Savvas’ experience is in automating user acquisition and retention, building viral loops and optimizing digital campaigns. He likes to share his knowledge and constantly writes in marketing and analytics blogs, like KISSmetrics.

GrowthRocks is a highly specialized Growth Hacking Agency that helps startups and well-established companies to achieve rapid and sustainable growth through data-informed decisions and cutting-edge web and mobile technologies. They have just launched, and currently working on a SaaS tool around virality.

Be here with your questions about growth hacking and virality.

Hey guys! I’m really excited being here ☺. Feel free to ask me anything about growth hacking, lead generation, virality!

Q. Can you tell us more about a couple of your successful marketing campaigns? Really interested to know more about the success stories and details regarding the types of results produced. — Eric Willis

One of the most successful campaigns I’ve ever run was a test drive campaign on behalf of BMW Sweden — As 80% of the sales cycle is to take a test drive, our goal was to reach 12,000 test drive in 3 months time. We achieved 16,666.

How we did that? We combined perfectly all the channels we could and created an awesome marketing message.

We were helping a foundation for each test drive we took — we also integrated all channels and tailored the communication and marketing flows for every single customer segment (e.g. email marketing automation, personalized microsites, SMS, etc.)

Virality was the main factor of the campaign and personalization.

Q. What is your definition of growth hacking and what is the biggest misconception about Growth Hacking? —Ben Tossell

For me growth hacking is to have the mindset to chase growth no matter what — to be creative and execute like a pro.

The biggest misconception is that is the “silver bullet” — everyone who’s out of the business thinks that by the time you’re starting implementing growth hacks, you’ll grow like crazy — the truth is that you won’t ☺— you have to be relentless and never stop learning and trying (not the same thing though)

Q. Curious if you have any stories about doing a tiny — cheap — easy “thing” on no budget that had a huge impact. (Out of the box type thing) —Ray Hernandez

I wouldn’t say cheap, but with no budget at all and really easy to implement — we created a super copy for taking registrations for our first growth hacking seminar — after someone claimed his seat, we were telling him that growth hacking is a team sport, and startups whose all founders think like a growth hacker have 10x chances to succeed — the surprising thing was that almost everybody invited their teammates (8 out of 10)

Q. When it comes to virality on Facebook what are the key metrics and ratios that you typically look for, for a successful post or campaign? For example, do you like to see a share to website click ratio of 1:1, or do you weight comments more? etc. — Loren

Facebook post virality — well to be honest, we never chase post virality — we go for growth and registrations — so if for example, we get a ton of shares (e.g. 1:1) and the traffic is scam or let’s say a bit more polite low quality it doesn’t mean anything for us.

Q. Can you tell us more about Growthbites? What problems are you solving? How are startups using the service? What types of results have you had? — Eric Willis

Growthbites is actually a service we created for startups with low budget, but understand the importance of growth and getting customers — so the main problem we’re solving is the low-budget and also location — not everywhere in the world you can find someone to help you with growth — In order to use this service, a startup books online a growth expert (you get a different expert for different problems), upload their material (what their problem is, what marketing channels they have used and then go for their consultation)

We have a client in Chicago, who was getting leads manually through websites and was sending cold emails — What we did for him, is that we helped me automate the process, score his leads and create with him a nice automation flow for nurturing leads and converting them — we started with tools like Zapier, Mailchimp, etc. (no coding) — now he gets 45x more leads per month.

Q. How has the shift from desktop to mobile impacted Growth Hacking? — Eric Willis

Regarding the shift to mobile, is that growth hackers and startups have to identify ways of getting more customers through other channels — web is more mature than mobile and almost everything is public (even CPAs, channels, etc) — in mobile this is not the way — So, one major impact is that you need to be more experienced in technical things (deep-linking, etc.) — even A/B testing is tough.

Key metrics — simply put → revenue (when applicable).

Net change (kudos to Egan of pinterest for that) and engagement.

Many people would expect me to talk about the viral coefficient — yes this is important and it can bring you awesome results — but virality is not for everyone — however, is one of your key metrics but always focusing on “good” growth.

Q. What are some great ways to “growth hack” a landing page? Ben Tossell

In order to growth hack a landing page, for me the most important thing is the message — most startups do not know who they are talking to — and also don’t have a story — people don’t register for products — register for stories (especially in pre-launch) — something interesting I saw yesterday was Happy fox chat , they want to set up free website chat (nice story!)

Q. Based on your definition of growth hacking (anything & anything). If I have a Kickstarter campaign and I want to build a landing page to attain an enormous email list pre-launch in order to gain a lot of traction in the opening days, what steps should I take? (FB ads? re-targeting? IG? … or ANY channel you’d recommend to get a good grip quickly?) — Joshua Fairbairn

1) Build a great message and story first — as I mentioned before people share stories 2) Build a viral loop within the landing page (see Robinhood, Happy fox chat, etc.) 3) Give something super-valuable for your first users 4) Do whatever it takes to bring traffic — Paid acquisition is the easiest way to go and you should do it 5) Make partnerships and 6) Do whatever it takes to get as much data as you can.

Also create separated landing pages and lead people the during the campaign — create free content, giveaway lots of things and also videos asking people to re-share it.

Q. I chatted to Neil Patel of KissMetrics on my podcast last year. Have you worked with Neil and what’s the biggest thing you’ve learned from him?  Paul Kemp

Unfortunately, I haven’t worked with Neil — This is one of my goals actually ☺.

The biggest thing I’ve learned from him is “be awesome” and give value to people without asking anything (ok, an email is enough).

Q. Do you think too much attention is given to growth at the expense of retention? Ben Tossell

Growth is retention actually — if people don’t get stuck with your product, you need to pay all the time for getting users — and also that means that you don’t p/m fit, so no growth.

It was really great talking with you guys, and hope I gave you some helpful answers — at least they were honest ☺

Next AMA is with:

Kyle Rush — Director of Frontend Engineering and Optimization, Hillary for America— 3pm EST 11th June

If you liked this AMA please Recommend ☺. Keep an eye out on our Twitter — @MakerHunt for details/updates.

Special thanks to Savvas and everyone who participated. If you’re a maker with a product on ProductHunt, be sure to sign up to participate in the AMAs and connect with others.

Already a member? Get your questions ready for the next AMAs! For any questions, don’t hesitate to reach out to: Eric, Jonas, Remco, Cat or Ben.

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