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💡 Growth marketing uses triggers, channels, messaging, and personalization to bring new and existing customers into the product to experience its value.
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.
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Unique Characteristics Of Growth Marketing
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.
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Continued...
Cross-functional collaboration with growth partners. With dedicated product and engineering support, growth marketers are typically the most technologically-enabled marketers on your team. A strong ongoing partnership with product, engineering, and design is critical to their success.
A common failure mode is not pairing growth marketing & growth product teams to jointly achieve product-channel fit in new channels. Once there is a strong fit, then growth marketing can optimize & scale the channels. — Andrew Silard (SVP, Consumer Marketing @ Grove Collaborative)
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Get Clear On Roles
The relationship between growth marketing and growth product is one that can easily lead to toe-stepping and frustration in the absence of clearly defined scopes. The best growth marketing teams get clear on this delineation early, then build a strong partnership with product counterparts on top of that foundation.
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Defining growth marketing is an important first step. But it takes a lot more than a definition to execute great growth marketing.
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Growth Marketing is buzzy! Reforge does a great job of defining it here.
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