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.

2. Before we dive in, let’s get one
thing out of the way:
THIS IS A TOPIC.

3. And that’s because the word that
usually follows growth is .

4. makes people feel a certain
type of way.
And for whatever reason,

5. But we aren’t here to talk
about hacking or shortcuts.

6. We’re here to talk about a lovable
form of growth:

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8. Over the last few years, growth
marketing has helped re-define the
goal of marketing.

9. 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.

10. 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.

11. 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

12. 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

13. 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.

14. But here’s the difference
from traditional marketing.

15. Growth marketers think about the entire funnel
http://www.coelevate.com/essays/growth-vs-marketing-vs-product

16. vs. traditional marketing organizations that are
focused only on the first two layers
http://www.coelevate.com/essays/growth-vs-marketing-vs-product

17. Because growth without retention
is not growth.

18. Retention is the single most
important strategy for growth.

19. 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/

20. Good growth teams care about
driving acquisition. Great growth
teams care about acquiring users
who will stick around.
Content Marketing Lead
Pinterest
@anniekatrina

21. “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/

22. And they have a knack for intentionally
not doing things just because that’s
“the way they’ve always been done.”

23. But at the end of the day,
growth is the job of every employee
in the company.

24. And this shift is inevitable for
every business.

25. Because in the future, all businesses
will start as or transform themselves
into growth machines.

26. And thinking the way that companies
like Facebook, Dropbox, and Uber did in
their early days will become the norm.

27. 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.

28. (At one point in time, things like email,
SEO, social, etc. were considered
“ ” by traditional marketers.)

29. Thanks for reading!
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30. Related Content You Might Like:
What Is Product Marketing?
How To Launch A Product: 7 Tips To Drive Demand