Simply defined, growth marketing is the art and science of applying a structured and data-centric approach to all phases of the customer acquisition process. This presentation, by CleverFunnel CEO Chris Franks, attempts to draw the difference between the new tenants of growth marketing and more traditional marketing methods.

1. WTF is
GROWTH?
OR AS SOME PEOPLE CALL
IT: GROWTH MARKETING

2. We Are
A Growth Marketing
Agency
We work with growth stage companies to help them find their perfect customers.

3. “The art & science of applying a
structured & data-centric
approach to all phases of the customer
acquisition process.”
GROWTHSimply Defined

4. THE AGE OF THE
MEGAPHONE
A Historical Look at Selling Stuff

5. TRADITIONAL
ADVERTISING
Traditional advertising is a lot
like yelling into a megaphone
in a crowd of people.

6. The MEGAPHONE ARMS RACE
Building a Bigger Megaphone
Antiquity
Early Brand
A number of studies have
found evidence of advertising,
branding, packaging and
labelling in antiquity.[16][17]
Umbricius Scauras, for
example, was a manufacturer
of fish sauce (also known as
garum) in Pompeii, circa 35 C.E.
SUCCESS
START
Signage
Middle Ages Printed Page Mass Media The Boob Tube WWW
Print Ads Radio Television Early Internet
As vendors gained permanent
stalls and storefronts, the
proprietors invested in more
and more elaborate signs
advertising their wares to
people may in the street or
marketplace. The sign trends
continues today.
As printed materials such as
pamphlets and newspapers
became popular, businesses
began to pay for space to
advertise their products or
services.
The dawn of electronic mass
media was the radio. Single
programs regularly reached
more than 1 million
households. The power of the
medium was immediately
harnessed by brands looking to
find large audiences.
A natural progression from
radio, TV captured a high
percentage of families attention
giving marketers the ability to
get the attention of millions of
americans with a single ad. As
TV channels multiplied it
became increasingly difficult to
reach a mass audience.
Early internet ads used the
same approach of the mass
media. Companies would buy
ad space on popular websites
like yahoo and AOL..

7. THE GAME OF CHANCEWHEN YOU PLAY THE GAME OF THE MEGAPHONE
PEOPLE WHO
WANT TO BUY
WHAT YOU’RE
SELLING
YOU PAY FOR YOUR
MESSAGE TO REACH
THIS AUDIENCE

8. MEGAPHONE MATH
Since megaphone advertising is interruptive,
marketers could not rely on a single ad to get
the attention of the audience. Therefore
companies would need to run the same or
similar ads many times a day to ensure that
the audience would get the message.
REACH +
FREQUENCY

9. With the addition of more outlets and more advertisers it got extremely

10. THE NEW WAY
Enter Growth Marketing

11. GROWTH HACKERS
Engineer MarketerGrowth
Hacker
The rise of internet
technologies created a new
class of marketers known
as Growth Hackers. The
discipline combined the
rigor and discipline of
engineering with the
creativity of traditional
marketing.

12. Growth hackers were mainly focused
on how they could engineer virality (K
Factor) into their products. Famous
examples include:
IN SEARCH OF VIRALITY
K Factor (Virality)
When you
invited friends or
colleagues to
join dropbox you
received more
free online
storage space.
Every email sent
included a
message inviting
the recipient to
get a free
hotmail account.

13. There was only
one problem!
Most growth hacks worked exactly one time. A few
companies got overly aggressive with their tactics
and consumers got more wary of sharing their
contacts with internet products. The result was
fewer hacks were successful.
Fool me once… shame on you.
Fool me twice…shame on me!

14. GROWTH
HACKING
What if we could….
Just because growth hacks stopped working didn’t mean that the approach was flawed! What if
we could combine the same structured and data-centric approach to all phases of the customer
acquisition process? What if we took what was great about Growth Hacking and apply that to
more than virality?

15. GROWTH

16. Chris Franks
Founder and CEO
CleverFunnel
Chris@CleverFunnel.com
970-510-0002
Want to learn more about
Growth Marketing?
Visit us at http://cleverfunnel.com/learn