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What Is Growth Marketing?

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Growth Marketing has changed the way that marketers think about driving demand and creating successful customers, instead of only focusing on the top of the funnel. We take a look at the role of growth marketing and how growth will change SaaS businesses (for the better), including quotes from former HubSpot CMO Mike Volpe, Wealthfront VP of Growth Andy Johns, Social Capital CEO Chamath Palihapitaya and others.

Published in: Marketing
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What Is Growth Marketing?

  1. 1. Before we dive in, let’s get one thing out of the way: THIS IS A TOPIC.
  2. 2. And that’s because the word that usually follows growth is .
  3. 3. makes people feel a certain type of way. And for whatever reason,
  4. 4. But we aren’t here to talk about hacking or shortcuts.
  5. 5. We’re here to talk about a lovable form of growth:
  6. 6. PS. Join marketers from companies like Dropbox, HubSpot, Twitter, Wistia and more and get this weekly email. Click Here. One Email, Once A Week.
  7. 7. Over the last few years, growth marketing has helped re-define the goal of marketing.
  8. 8. It’s changed the way that marketers think about driving demand and creating successful customers, instead of only thinking about the top of the funnel.
  9. 9. Former CMO Founding Team Member HubSpot @mvolpe Growth marketing is removing the boundaries of marketing to enable every aspect of the customer experience to focus on attracting more engaged customers.
  10. 10. For meaningful growth, startups must completely change the rules of traditional channels or innovate outside of those growth channels. They are too desperate and disadvantaged to adapt to the old rules of marketing. They have to dig deep creatively, and relentlessly test new ideas. If they don’t figure it out quickly, they will go out of business.Founder & CEO GrowthHackers.com First Growth Marketer at Dropbox @seanellis
  11. 11. Finance owns the flow of cash in and out of a company. Growth owns the flow of customers in and out of a product. VP, Growth Wealthfront Previously at Facebook, Twitter & Quora @ibringtraffic
  12. 12. CEO Social Capital Led Growth at Facebook from 2007-2011 @chamath Growth starts with a deep understanding of product value and is about moving new users to the Aha! moment as quickly as possible, measurable in seconds.
  13. 13. But here’s the difference from traditional marketing.
  14. 14. Growth marketers think about the entire funnel http://www.coelevate.com/essays/growth-vs-marketing-vs-product
  15. 15. vs. traditional marketing organizations that are focused only on the first two layers http://www.coelevate.com/essays/growth-vs-marketing-vs-product
  16. 16. Because growth without retention is not growth.
  17. 17. Retention is the single most important strategy for growth.
  18. 18. If a typical SaaS business loses 2-3% of their customers each month to churn, the business must grow by at least 27%-43% annually just to maintain the same revenue. http://tomtunguz.com/churn/
  19. 19. Good growth teams care about driving acquisition. Great growth teams care about acquiring users who will stick around. Content Marketing Lead Pinterest @anniekatrina
  20. 20. “Growth Marketers are fearlessly creative, willing to measure everything, be able to admit failure, get sh*t done, but never say it’s done.” https://blog.optimizely.com/2014/11/19/what-does-it-mean-to-be-a-growth-marketer/
  21. 21. And they have a knack for intentionally not doing things just because that’s “the way they’ve always been done.”
  22. 22. But at the end of the day, growth is the job of every employee in the company.
  23. 23. And this shift is inevitable for every business.
  24. 24. Because in the future, all businesses will start as or transform themselves into growth machines.
  25. 25. And thinking the way that companies like Facebook, Dropbox, and Uber did in their early days will become the norm.
  26. 26. Marketers will still be focused on the best ways to get customers interested in their products, but what will change is how they go about doing so.
  27. 27. (At one point in time, things like email, SEO, social, etc. were considered “ ” by traditional marketers.)
  28. 28. Thanks for reading! Like growth marketing? Get this weekly email. Click Here. One Email, Once A Week.
  29. 29. Related Content You Might Like: What Is Product Marketing? How To Launch A Product: 7 Tips To Drive Demand

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