Growth Marketing is about increasing the number of customers, users or members of your company, service or organization. Succeeding requires a balance between creativity and data analysis. In this course we look at a number of ways to find that balance and achieve success with your ambitious marketing goals.
Growth Marketing is as much a strategic mindset as a tactical methodology and a practical approach.
A management team that understands Growth Marketing strategically will steer the organization toward systematically finding the most effective paths to growth, organize resources so that product development, marketing and sales naturally meet and exchange experiences, and know how much of the budget to allocate to open-ended experimentation.
At the tactical team level, Growth Marketing is carried out through methodical prioritization of activities and data-driven testing of which efforts deliver the highest ROI relative to the goals set. Knowledge and skills are combined situationally, based on which activity the team is currently testing.
The individual Growth Marketing expert (or do we call it Growth Hacker? Why or why not?) holds all of this together, from strategic mindset to tactical methodology, and carries out the tests in practice, with the goal of creating as much long-term sustainable growth as possible for the company, organization or service, as efficiently as possible.
In this course we start from practical, real-world examples to introduce ourselves to Growth Marketing. We will examine what distinguishes an organization that uses Growth Marketing from one that does not. We will learn from the most successful teams to bring a system to our tests. We use methods and tools to create real growth, here and now while the course is running.
You will encounter models and concepts such as GROWS, LTV/CAC and of course ”Growth Marketing for pirates”, the model developed by 500 Startups founder Dave McClure, which we will use as the backbone.
We go through ways of creating Acquisition, Activation, Retention, Referral and Revenue, and of course methods and tools for setting the right goals and measuring them.
