What is growth marketing, and how does it relate to the customer experience? Explore this strategy to grow your business -- by improving CX, marketing, and ROI!

1. Growth Marketing and
Customer Experience

2. • What is growth marketing?
• "Growth marketing"
means developing a customer
accumulation strategy,
using whatever it takes, to attract,
engage, and retain customers.
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“Whatever it takes” is the crux of
the strategy.
• It involves:
• Continuous trial-and-error initiatives
• Constantly looking for the unique
(making the customer experience
meaningfully different)
• Focusing on every touchpoint driving
the customer journey to the point of
buying — and beyond
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• The emphasis is on drilling deep
to look at the psychographics and
behavioral influences that most
competitors miss.
• The idea is to:
• Customize the messaging
• Design a value-pricing package
• Get the product into customers' hands
• Incorporate features that match their
desires
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• Growth marketing, therefore, implies
harnessing the power and authority
to rally the troops.
• It’s an expansive, groundbreaking
approach that follows wherever
customer experience (CX) leads.

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The worst things marketers can do?
• Restrict themselves to old, outdated methods
• Develop website content and leave it that
way for years
• Run social media ads and special sales events
that repeat three or four themes
• Set up Google AdWords campaigns around
age-old keywords
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• Growth marketers call this “comfort
zone” marketing — a buffer to keep
from challenging oneself and
accepting new challenges.
• It also assumes, to a large extent, that
the CX remains the same —
energized by the same motivators.

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• What should we remember?
• Branding and brand reputation is a huge
buffer to competition
• There are opportunities in the supply
chain and the media to differentiate
yourself
• Nothing stays the same forever and that
goes for the CX as well
• The worst thing a marketer can do is take
anything for granted
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9. So What Do Growth Marketers Do
That Others Don’t?

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• They use growth-hacking methods to:
• Explore every possible channel and
strategy as a way into the customer’s
heart and soul
• Monitor the marketing spend in each
situation versus the incremental results
• Find openings by analyzing all the
touchpoints in the customer journey

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• With advanced marketing technology,
growth marketers resort to scientific
methods that have convincingly
moved into the sales and marketing
arena.
• A/B testing and multivariate testing
are key examples.
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• These focus on the effectiveness of
messages and their timing. It’s one
thing to say all the right things; it’s
quite another to know when to talk.
• There’s no substitute for
personalizing campaigns so sharply
that the audience almost views it as
one-on-one communication.

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• Outstanding growth marketers
engage their audience so
convincingly that customer churn
measurably decreases.
• The company’s ROI takes off because
it expands the customer journey and
the user’s lifetime value.
• Growth marketing strategies
impact the bottom line dramatically
by reducing acquisition costs by half
and simultaneously elevating
revenues to around 15 percent.
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• Everything comes back to CX and the
touchpoints that drive it.
• Instead of worrying about monetizing
your audience and developing
content that’s conversion-centric,
customer retention KPIs are far more
important.
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15. Growth Marketing Strategy:
The Cogs In The Engine

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• Growth marketing strategies rely on
metrics that include:
• Customer acquisition and retention rates
• Conversion rates
• Customer lifetime value

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A/B testing
• This is applicable to nearly every
communication vehicle online (such
as emails, websites, social media ads).
• The “A” and “B” tests allow you to
analyze the power of different
graphics, text, and designs by
increasing your conversion rate.
• Optimization of marketing campaigns
depends on driving home your newly
discovered successes before the
competition catches on to what
you're doing.
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Cross-channel marketing
• Essentially this is a media package
strategy.
• Again, it involves connecting to CX
and customer journey to highlight
customer behavior patterns and
preferences.
• Zero-in on the communication
channels that work with your clients
and determine how to weight them.

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• The exercise gets more complex as
vehicles in the mix grow significantly,
including:
• SMS messaging
• Push notifications
• In-app messages
• Direct mail
• Facebook ads
• Podcasts
• Video postings
• Web page insertions

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• A/B testing supports this approach to
give you a better perspective.
• For example, through A/B testing,
you'll learn if certain demographics
predominantly shop:
• Using their mobile devices
• With other people who are using their
mobile devices
• Using any channel EXCEPT mobile
devices

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• Some marketers never get to grips
with fine details like this.
• Generally, a holistic marketing plan
will take multiple channels into
account with a measured view of
what the CX touchpoints tell you.

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Customer lifecycle
• A customer journey typically includes
three phases once a new prospect
converts to customer status .

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Activation
• Striving for attention and interest
• Fits together with welcoming,
onboarding, and trial offerings to
develop familiarity and credibility

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Nurturing
• Enriching and bolstering initial
relationships
• Integrates with cross-channel
marketing, strong branding,
newsletters, and reminder advertising

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Reactivation
• Consolidating loyalty and doing
everything to suppress threats that
can result in customer churn
• Customized campaigns that identify
with loyalty values and rewards,
or attracting abandoners to come
back to the brand

26. Examples Of Growth Marketing
Campaigns

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Loyalty Growth Marketing
• Demonstrate to your customers that
they are special and that you
appreciate their brand loyalty.

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Referral Programs
• Nielsen found that 83 percent of
consumers trust the word of friends and
family before any advertising
consideration.
• Referral offers with pinpoint directions
can quickly build your customer lists.

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Customer Onboarding
• This is the perfect time to collect data
to improve future CX.
• A welcome notification can do
wonders to further the customer
relationship and keep data flowing.

30. Final Thoughts

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• Know your voice and intensity:
a hard-sell might fail when
you’re trying to get a prospect’s
attention, but it may get them over
the line once they’re convinced.
• Growth marketing is a commitment
that requires the highest level of
professionalism.
• Don’t waste a moment in harnessing
all the expert resources you can.

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34. Thank you!