The Real Definition of Growth Marketing

Growth marketers need to bring a specialized skillset to the table to do this work:

• Strong understanding of existing and emerging channels, including where and how to show up. Growth marketers accomplish their mission through a toolkit of levers that define the who (audience), what (creative, messaging), where (channels), how (call to action, destination within the product), and why (metrics tied to the growth model) of target audience communication. They understand how decisions made in channels flow to backend product economics, and the diminishing returns and impact of media.

Growth marketing teams typically have direct accountability for key business results like revenue, user growth, and ROI. Even more so than other marketing and product domains that focus on specific moments in the customer journey, growth marketers must develop a strategy for driving the business' most important customer and user metrics throughout the customer lifecycle.

Data-driven mindset. Growth marketers must use a wealth of customer and user data available from channels, the product itself, research, and 3rd parties to inform their approach.