Unveiling the essentials of Growth Marketing

Everything you need to know about Growth Marketing

Have you ever found yourself puzzling over the term "growth marketer"? Is it a fleeting buzzword, or does it herald a significant shift in the world of marketing? Let's find out.

What is Growth Marketing?

Growth Marketing is an evolutionary approach to marketing. Its primary goal is to find the perfect business development pathway through experiments and tests.

While traditional marketers often focus on product recognition and new customer acquisition, growth marketing takes a more comprehensive approach. It emphasises cross-channel and cross-team interactions, with a laser-like focus on every stage of the sales funnel.

What Makes Growth Marketing Unique?

The key difference between a classic marketer and a growth marketer is the level of responsibility. The first one is concerned with solving short-term tasks, while the second thinks about the sales funnel in its entirety. They strive to do everything possible to encourage repeat purchases from the user.

What Does a Growth Marketer Do?

1. Analyses user behaviour even after a purchase?

In collaboration with an analyst, a growth marketer tracks every segment of the funnel and analyses user behaviour within it. This process helps generate hypotheses for creating effective referral programs.

1. Helps users discover the 'aha moment'?

The 'aha moment' is when a user recognises the value of a product and decides to use it. A growth marketer's task is to make this moment happen as frequently as possible for users.

1. Adapts the product to retain users?

A growth marketer continually considers product modifications. They monitor where users drop off during the repeat payment process, then draw conclusions and build hypotheses on necessary product changes.

How to Build a Growth Team

A growth team is not just about marketers. A dozen skilled marketers alone would still fall short for effective teamwork. The team should also include product specialists, data analysts, and developers.

The work of a growth team should be grounded not just on marketer’s "cool ideas" but on specific hypotheses. These are based on the analysis of sales funnels and data collected by analysts. The more hypotheses, the better. The key point is to test them rapidly and not fear making mistakes in the process.

And the pivotal role for such a team is often a Head of Growth, who helps steer the strategic direction and ensures the growth-centric approach is fully embedded in the team's DNA.

To further navigate the world of growth marketing, stay tuned for my next updates.?

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