Growth Marketing: The Skills and Frameworks You Need

When WordStream began receiving complaints that the seven-day free trial of their PPC management software wasn’t long enough, the brand decided to A/B test 14-day and 30-day trials.

The results? Prospect trial to conversion rates fell with the longer trials.

WordStream confirmed that seven days was plenty of trial time, and they didn’t need to waste resources chasing customers down a longer funnel. 

No changes were made to the customer journey, and it had nothing to do with revenue lift. Yet, this was a successful growth marketing campaign. 

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Groove’s customer service platform almost died in the introductory stage because they forgot to listen to their customers. They drew people in with a product they assumed would be a hit and pushed forward without taking in customer feedback. 

The result? People had a terrible experience using their product.

After turning their attention toward feedback and testing, letting the voice of their customers fuel their content strategy and product development, they took off. Three years later, they were a $5 million business.

Not revisiting your marketing objectives in the growth phase of your product lifecycle is the death knell of many startups.

In this article, you’ll learn how to develop a marketing strategy for the growth stage. We’ll also share how to achieve marketing goals at this stage, using your existing customers and experimentation to increase sales and loyalty.   

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Growth hacking is how Slack went from 15,000 to half a million daily users in its first year. It’s why Canva can call itself a multibillion-dollar platform and how Kit (previously ConvertKit) pulled itself up to compete with goliaths like MailChimp and Campaign Monitor.Although shrouded in controversy, growth hacking isn’t about deploying sleazy tricks. It’s about making calculated, data-driven moves for fast growth.

In this article, you’ll learn what growth hacking in marketing is and what it’s not. We’ll look at strategies to reach and engage potential users and break down examples of brands that have used growth hacking to achieve success.

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Propensity modeling

Propensity modeling lets us look at what people are likely to do—in the future.

My interest is in the future because I am going to spend the rest of my life there.

C.F. Kettering

When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)

Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.

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High converting pages

A landing page is your conversion engine—clear, focused, and built to drive action. It’s the first page visitors see after clicking on your banner ad, pay-per-click (PPC) ad, or promotional email, so it needs to leave a lasting impression. It can be a specific page on your website or a separate page created exclusively for search engines.

Whether it’s signing up, making a purchase, or subscribing to your email list, a well-optimized landing page directs visitors to take a specific action.

Ultimately, your landing page will likely determine the success of your ad campaign. A good landing page equals good return on investment (ROI). A crappy landing page (needlessly) wastes money.

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Founded in 2015, revenue intelligence startup Gong is now valued at $7.25 billion. They’ve grown to attract big-name clients like LinkedIn, PayPal, and Shopify, mostly through social media channels rather than organic search.

Gong is an excellent example of a company dedicated to finding the best content marketing fit and delivering insights that resonate in formats that engage.

In this article, you’ll learn how to use social media brand marketing to build a well-known brand and grow your business.

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brand strategy vs marketing strategy header

Humans love shortcuts to decision-making. Brands do that. 

More than three-quarters of consumers (76%) say they would buy from a brand they feel connected to over a competitor. 

Building that connection with customers requires a clear brand strategy to define why you exist and a solid marketing strategy to communicate that purpose with your customers.

In this article, you’ll learn how to design a successful brand marketing campaign that expresses your brand’s core values, create content your customers crave, and ensure your entire brand ecosystem is designed to support customer loyalty.

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There are two cans of soda on a table. One is a Coca-Cola can, and the other is a cheaper, white label cola brand. Which do you choose?

You’ll probably choose Coke because it’s more familiar. It’s the safer bet. 

Coca-Cola has brand equity that makes people gravitate towards it. With the right framework, any startup can achieve this in their industry.

In this article, you’ll understand what brand equity is and how to build it so your audience reaches for your product, service, or solution over the rest.

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