{"id":6983,"date":"2022-04-21T10:00:50","date_gmt":"2022-04-21T03:00:50","guid":{"rendered":"https:\/\/adtek.agency\/what-is-growth-marketing\/"},"modified":"2026-10-20T22:50:56","modified_gmt":"2026-10-20T15:50:56","slug":"what-is-growth-marketing","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/what-is-growth-marketing\/","title":{"rendered":"Growth Marketing: The Basics No Business Can Afford to Skip"},"content":{"rendered":"<p><em>Updated on October 19, 2026: figures reviewed and refreshed.<\/em><\/p>\n<p><b>Growth marketing and the basics no business can afford to skip<\/b><\/p>\n<p>If you don&#8217;t have customers, you don&#8217;t have many chances to do business at all. And if your marketing strategy focuses only on maximizing performance at the top of the funnel, your company will not grow as quickly or as sustainably as you expect it to.<\/p>\n<p>Rapid growth is the result of marketing done well: a carefully tuned system that helps the business make effective decisions across the entire funnel, driven by the speed of its data.<\/p>\n<p>Growth marketing is smart, data-driven marketing whose purpose is to increase your company&#8217;s revenue. In this article, we break down growth marketing in detail before moving on to some examples and the best tactics available. You will see how some of the world&#8217;s biggest brands got to where they are today, and how newcomers managed to rise to the top of their industries and win. Along the way, the article also explains how growth marketing differs from growth hacking and from traditional marketing. On top of that, you will learn how to put growth marketing to work across the five stages of the AARRR framework, which growth marketing strategies to use, and which metrics matter most at each of those stages.<\/p>\n<h2>What is growth marketing?<\/h2>\n<p>Plenty of people will tell you that you need great growth marketing to win in your market. Very few of them, however, ever explain what great growth marketing actually looks like in practice.<\/p>\n<p>Tech companies are rushing to hire growth marketers, in much the same way they have competed with each other to build growth teams over the past few decades. They know the growth function is essential to their success, yet they cannot find a clear way to define the scope of that function, especially where the field of growth ends and the field of marketing begins. Without a clear definition in place, companies tend to fall into two common traps when it comes to growth marketing:<\/p>\n<ul>\n<li>Some companies define the growth marketing role too narrowly<\/li>\n<\/ul>\n<p>Many companies assume that growth only means the paid advertising work done by their performance marketers. They will call it a growth marketing role, but when you read the job description and look at how the role is actually set up, growth is almost always tied to &#8220;data-driven paid media&#8221; and perhaps SEO as well.<\/p>\n<ul>\n<li>Riding the &#8220;growth marketing&#8221; trend to hire for ordinary marketing roles<\/li>\n<\/ul>\n<p>Growth marketing has become a fashionable term, and some companies now use it as a recruiting tactic for roles that are really ordinary marketing jobs. If you notice &#8220;growth marketing&#8221; in a job title, take that as a sign to read the job description very carefully.<\/p>\n<h3>Is growth the only goal that matters?<\/h3>\n<p>Most businesses today are looking for ways to balance growth against profit, costs, cash flow, ROI and a range of other financial performance metrics. Startups can be an exception to this, because growth can attract more investors, which lays the groundwork for even faster growth and still more investment, and that is how these companies can establish themselves as the leaders of their industries.<\/p>\n<p>Still, one of Silicon Valley&#8217;s open secrets about growth is that growth is not the whole story. Many tech companies were valued at billions of dollars while losing money for years, such as Tesla (which only posted its first full-year profit in 2020) and Spotify (which did not post its first full-year profit until 2024). Over time, researchers, economists and entrepreneurs have increasingly pointed to this problem and argued that we need more startups that do not put growth at the very top of their list of priorities.<\/p>\n<p>Problems can also come from scale, though. Many businesses that do not make growth a priority never manage to reach a sufficient level of income, revenue and profit. As competition across industries gets fiercer and technology keeps moving forward, a business that stands still becomes a smaller and smaller player as the world around it keeps getting bigger.<\/p>\n<p>There is no getting around the fact that businesses that do not grow are slowly losing ground in the market. That does not mean you have to put growth ahead of every other part of the business. The answer is that how you set priorities depends on what your goal actually is. Are you trying to build the biggest brand you possibly can and then sell it when it reaches its peak value? Or are you determined to achieve long-term, sustainable growth so the company becomes a leader in its industry and holds on to that position for decades to come?<\/p>\n<p>Growth marketing should always be the first strategy on the table. Growth lines up with what everyone expects from the business (stakeholders in particular). It also helps marketing leaders guide their teams in the right direction, toward one shared goal.<\/p>\n<p>In the end, growth has to be the destination for whatever purpose your organization is working toward. In that sense, growth needs to be sustainable, consistent with your values and never in conflict with the bigger goals you have set for yourself.<\/p>\n<h2>Growth marketing vs. growth hacking vs. traditional marketing<\/h2>\n<h3>Growth marketing vs. growth hacking<\/h3>\n<p>Growth hacking is not the same thing as growth marketing. Growth hacking focuses on short-term results, while growth marketing looks at the bigger, longer-term picture. Here are some of the main ways the two approaches differ from each other:<\/p>\n<ul>\n<li>Growth hacking can deliver rapid growth and usually starts with acquisition (bringing in new users), while growth marketing aims for long-term growth with a full set of channel strategies.<\/li>\n<li>Growth hacking looks at data in order to run experiments and adjust the results, while growth marketing looks at data in order to identify patterns and adjust the overall strategy.<\/li>\n<li>Growth hacking involves hands-on tactics built around constant testing and tweaking, while growth marketing involves automated processes and algorithms that are adjusted periodically.<\/li>\n<li>Growth hacking focuses on business pain points and business goals, while growth marketing focuses on the customer&#8217;s pain points.<\/li>\n<\/ul>\n<p>Growth hacking is a specialized form of growth marketing that puts fast growth ahead of everything else, even when &#8220;hacking&#8221; means breaking a few &#8220;rules&#8221; and established methods along the way.<\/p>\n<p>In the world of growth hacking, there is only one goal: maximum growth in the shortest possible amount of time, whatever it takes to get there. Silicon Valley favored this strategy for many years, and it is responsible for some of the biggest startups and tech names in the world, including Facebook, Twitter, Airbnb, PayPal and Dropbox.<\/p>\n<p>Neil Patel once explained the idea in a post about growth hacking on his QuickSprout blog: &#8220;In the early stages of a startup, you don&#8217;t need someone to &#8216;build and manage a marketing team&#8217; or &#8216;manage vendors&#8217; or even &#8216;establish a strategic marketing plan to achieve company objectives,&#8217; or the many other things marketers get tasked with. When you are just starting out, you only need to aim for one thing, and that is growth.&#8221;<\/p>\n<p>The phrase &#8220;growth hacking&#8221; was first coined by Sean Ellis, who is one of the most influential figures in the Silicon Valley startup scene. He came up with it to separate the niche kind of marketing that startups need in their early days from the vast world of digital marketing.<\/p>\n<p>In the early days, a startup cares about only two things: growth and keeping its investment safe. Profit is not even an issue at this point, and startups seem to forget about putting money aside for a rainy day. Every bit of income goes back into running the business and pushing growth as far and as fast as it can possibly go.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2218\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2.jpg\" alt=\"Growth marketing and the basics no business can afford to skip\" width=\"850\" height=\"450\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2-300x159.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2-768x407.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2-600x318.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image2-570x302.jpg 570w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<p>As digital marketers, people tend to stay inside their own bubble. Once they have developed their skills, they become about as good as any other successful marketer working in the industry.<\/p>\n<p>In practice, that means targeting the same popular, saturated channels that every other marketer is already focused on. By the time you get there, it is too late: you end up running long campaigns only to get results that fall well short of what you expected.<\/p>\n<p>If you are a small startup, you will probably also tend to think within the boundaries of these same digital channels. Unicorn startups do the opposite. They experiment, take on hard problems, execute faster and try out new channels and new directions. Some people may think unicorn startups are overconfident and living in a world of their own imagination. But that is exactly where unicorn startups find remarkable results, faster and better than everyone else, on smaller budgets and in a short amount of time.<\/p>\n<p>A change in mindset and in approach can change the process, and with it the results you get.<\/p>\n<p>Growth hacking is a subset of growth marketing, and growth hacks can be designed and tested in exactly the same way as any other growth marketing experiment.<\/p>\n<p>In the startup ecosystem, this distinction can be blurry, and some people use the two terms interchangeably. Many people choose the term growth marketing and try to avoid growth hacking, because the latter does not really fit all the experiments, frameworks, mindsets and principles they actually use in their day-to-day work.<\/p>\n<p>Here are a few more reasons why &#8220;growth marketing&#8221; is a better term to use than &#8220;growth hacking&#8221;:<\/p>\n<ul>\n<li>Growth has nothing to do with hacks, because hacks are only a good fit for unicorn startups. So you should replace the word &#8220;hack&#8221; in your growth vocabulary with the word &#8220;experiment.&#8221;<\/li>\n<li>Growth hacking comes with all sorts of misconceptions attached to it.<\/li>\n<li>Google Trends shows that &#8220;growth marketing&#8221; has been searched fairly often over the past 12 months.<\/li>\n<\/ul>\n<p>There is no real difference in how the two terms are used across the ecosystem; most people simply happen to prefer one of them over the other. And &#8220;most people&#8221; will not have detailed process documentation for their own work, whether they call it growth marketing or growth hacking. So in the end it does not really matter which term they choose to use.<\/p>\n<h3>How is growth marketing different from traditional marketing?<\/h3>\n<p>Traditional marketing focuses on short-term goals driven by individual campaigns. It is usually centered on the company rather than the customer, concentrates mostly on acquiring new users, and most of its planning is based on opinion and only reviewed once a year.<\/p>\n<p>Growth marketing, by contrast, is built strategically around long-term goals. Its planning is based on evidence, and it focuses on acquiring users, retaining them, cross-selling and up-selling.<\/p>\n<p>Growth marketing is data-driven, and growth marketers often lean very heavily, sometimes too heavily, on data. Good marketers are the ones who use data to understand customers and win them over. At companies large and small, meetings now start from the data. Data gives the people who know how to mine it a competitive edge, and some of the best data there is comes straight from customers.<\/p>\n<p>Growth marketing uses:<\/p>\n<ul>\n<li>Funnel analysis.<\/li>\n<li>A\/B testing<\/li>\n<li>Surveys<\/li>\n<li>And other experiments<\/li>\n<\/ul>\n<p>Growth marketers, in other words, are gathering valuable information that can be used to drive decision-making at the very highest level of the company.<\/p>\n<h2>The growth marketing process<\/h2>\n<ul>\n<li>Pick a single goal to focus on at a time (known as the North Star metric).<\/li>\n<li>Build user personas.<\/li>\n<li>Build channel personas (which kinds of platforms your users spend time on, which apps they install, and which of their networks you can tap to find your user personas).<\/li>\n<li>Use your data and your experience to brainstorm creative growth experiments.<\/li>\n<li>Execute on the chosen channels, use niche channels and analyze the North Star metric.<\/li>\n<li>Build the experiments that succeed into your standard process.<\/li>\n<\/ul>\n<h2>Growth marketing strategies and tactics<\/h2>\n<h3>What is the AARRR framework?<\/h3>\n<p>AARRR is one of the most popular frameworks used in growth marketing. Also known as the Pirate Funnel, it splits your growth strategy into five stages and assigns specific metrics to each one so you can map out the user journey.<\/p>\n<p>1. Acquisition: turn viewers into potential customers.<\/p>\n<p>2. Activation: create the &#8220;aha&#8221; moment when customers see the real value of your business.<\/p>\n<p>3. Retention: keep customers coming back to buy or keep their subscriptions going.<\/p>\n<p>4. Referral: turn customers into brand advocates.<\/p>\n<p>5. Revenue: increase customer lifetime value.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2220\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 2)\" width=\"850\" height=\"601\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3-300x212.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3-768x543.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3-600x424.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image3-488x345.jpg 488w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<h2>Growth marketing strategy: the AARRR acquisition stage<\/h2>\n<p>Your goal in the &#8220;acquisition&#8221; stage of growth marketing is to find potential customers and turn them into loyal ones. This process is already built into the traditional AIDA model (attention, interest, desire, action), where you lead people step by step along the path from first awareness all the way to a purchase.<\/p>\n<p>Customer acquisition cost (CAC) keeps going up and up. If you want to scale your business, you have to build a strategy for reaching users that is cost-effective. Set your budget for this stage, then explore multiple channels to lay the groundwork for winning customers. Many businesses today engage with their customers on several channels at the same time.<\/p>\n<h3>Growth marketing strategies for acquiring users<\/h3>\n<p>This side of growth marketing covers a whole range of marketing strategies and channels. Here are some examples you may want to consider:<\/p>\n<ol>\n<li><b>Content marketing<\/b><\/li>\n<\/ol>\n<p>Build a content marketing strategy that reaches potential customers through blog posts, ebooks, online courses, videos and announcements, and that educates your audience and keeps them engaged. This strategy shows off your expertise and your authenticity as a business, builds trust with your audience and drives traffic to your website, where you can turn visitors into leads.<\/p>\n<ol start=\"2\">\n<li><b>Build a community around your brand<\/b><\/li>\n<\/ol>\n<p>Add value for your target audience by building a community around the area you specialize in. The CRM brand Pipedrive, for example, runs a knowledge hub just for sales professionals, with useful content they can share with their peers.<\/p>\n<ol start=\"3\">\n<li><b>Create free tools<\/b><\/li>\n<\/ol>\n<p>Always set out to solve your target audience&#8217;s pain points. Giving people exactly what they need is what draws their interest to your product or service. Build something useful, such as HubSpot&#8217;s set of free tools, which suits different segments of its user base, or WordStream&#8217;s free Google Ads Performance Grader.<\/p>\n<ol start=\"4\">\n<li><b>List your products on Product Hunt<\/b><\/li>\n<\/ol>\n<p>List your product on Product Hunt to increase its visibility. Optimize the listing with the right keywords and engaging, visual content, launch it at the right moment, and back the launch with invitations to your network.<\/p>\n<ol start=\"5\">\n<li><b>Build an automated LinkedIn lead generation engine<\/b><\/li>\n<\/ol>\n<p>As a B2B brand, you can turn LinkedIn into a real lead generation machine by optimizing your company page, building a strong and engaged network, creating valuable content and doing targeted outreach to the right people. You can even build a sales pipeline through video campaigns that nurture leads.<\/p>\n<ol start=\"6\">\n<li><b>Use YouTube ads<\/b><\/li>\n<\/ol>\n<p>Advertising on YouTube is both reasonably priced and effective. A top-notch video ad or explainer video can reach a very large audience and generate real interest in what you offer.<\/p>\n<ol start=\"7\">\n<li><b>Exit-intent popups<\/b><\/li>\n<\/ol>\n<p>Use exit-intent popups to prompt users to take some kind of action before they leave.<\/p>\n<h3>AARRR metrics for the acquisition stage<\/h3>\n<p>Because so many different strategies fall under acquisition, the metrics you track will depend on the platforms and channels you use.<\/p>\n<ul>\n<li><b>Channel-specific metrics: <\/b>PPC, SEO, social media, email metrics and so on. Another key metric is cost per acquisition (CPA), also known as cost per action or cost per conversion, which is the cost of acquiring one lead.<\/li>\n<li><b>Conversion rate: <\/b>Check conversion rates for different channels, including your website, landing pages, social media and email. This metric compares the total number of conversions against a larger pool of interactions.<\/li>\n<li><b>Customer acquisition cost (CAC): <\/b>This metric measures how much it costs to win a customer. CPA is a campaign-level metric, whereas CAC is a company-wide one: it divides the total cost of all marketing efforts (online and offline) by the total number of paying customers gained in a given period.<\/li>\n<\/ul>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2222\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 3)\" width=\"850\" height=\"418\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4-300x148.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4-768x378.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4-600x295.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image4-570x280.jpg 570w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<h2>Growth marketing strategy: the AARRR activation stage<\/h2>\n<p>The activation stage happens when customers using your product or service realize the real, unique value your business offers. So everything at this stage comes down to delivering the best possible customer experience and building that &#8220;memorable moment&#8221; into the customer journey.<\/p>\n<p>Keeping existing customers and selling to them again is usually more efficient than going out to find new ones. That pushes businesses to invest more in customer experience, and it is one of the reasons growth marketing has become so much more popular.<\/p>\n<h3>Growth marketing strategies for activating users<\/h3>\n<p>So what makes for the best customer experience? The answer is personalization. In a 2017 Epsilon survey of 1,000 US consumers, 80% said they were more likely to buy when a brand offered a personalized experience.<\/p>\n<ol start=\"8\">\n<li><b>Use personalization technology<\/b><\/li>\n<\/ol>\n<p>Personalization technology improves the customer experience, builds loyalty, raises conversion rates, cuts down on cart abandonment and increases the average value of each order. E-commerce brands can build customized shopping experiences that match the preferences of each individual buyer, while B2B brands can personalize their websites based on behavior and context with tools like Hyperise.<\/p>\n<p>Another example of personalization technology is dynamic personalization of LinkedIn outreach, where you send personalized messages and images to get in touch with prospects and lift your conversion rate.<\/p>\n<ol start=\"9\">\n<li><b>Create hyper-personalized email campaigns<\/b><\/li>\n<\/ol>\n<p>Alongside your website and your videos, you can also hyper-personalize your email campaigns to make your communication with customers more meaningful, from introduction and welcome emails to feedback emails and feature announcements.<\/p>\n<ol start=\"10\">\n<li><b>Use chatbots and video chat<\/b><\/li>\n<\/ol>\n<p>Customer support is one of the most important parts of the whole user experience. Automating your sales and support processes lets you streamline the way you communicate with both prospects and existing customers. Chatbots and video chat tools are excellent options for making that communication more efficient.<\/p>\n<ol start=\"11\">\n<li><b>Conversion rate optimization<\/b><\/li>\n<\/ol>\n<p>For both the acquisition stage and the activation stage, conversion rate optimization is essential. By building a conversion funnel around the actions you want your website visitors to take, you can find the points where people drop off and work out how to fix them through segmentation and A\/B testing.<\/p>\n<p>With a data-driven approach, you can take the guesswork out of figuring out what your prospects and customers like, and at the same time create the best possible experience across your website, social media profiles, emails and landing pages.<\/p>\n<h3>AARRR metrics for user activation<\/h3>\n<p>Here are some metrics to help you shape your own &#8220;memorable moment.&#8221;<\/p>\n<ul>\n<li><b>Active users: <\/b>The number of daily active users (DAU) is essential for gauging how engaged your users are. This metric lets you see whether users are actually finding your product or service useful.<\/li>\n<li><b>Drop-off rate: <\/b>This metric looks at the percentage of users who leave before they complete the desired action. It gives you insight into the stage at which users leave, and it helps you take steps to reduce the number of people dropping off.<\/li>\n<li><b>Activation rate: <\/b>This metric measures how quickly new customers find the core value in your product or service. You have to define a specific action that counts as a user being &#8220;activated.&#8221; The activation rate is then the number of users who took that action compared with the total number of users who signed up.<\/li>\n<\/ul>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2224\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 4)\" width=\"850\" height=\"516\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5-300x182.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5-768x466.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5-600x364.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image5-568x345.jpg 568w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<p>Your customers will only become loyal customers once they find real value in your product or service. Use these metrics to keep track of whether they are happy with your brand. Reviewing the data regularly also lets you take action in time and reduce disruption.<\/p>\n<h2>Growth marketing strategy: the AARRR retention stage<\/h2>\n<p>The retention stage aims to keep your existing customers by delivering consistent value, which further strengthens customer loyalty and lowers your churn rate. In other words, retention is about actively managing the customer experience.<\/p>\n<h3>Growth marketing strategies for retaining users<\/h3>\n<p>The best way to keep your customers is to engage with them in a consistent way. From the moment they sign up until the moment they buy a product or start a paid subscription, send them useful content, offers and support that keep them engaged and get them to take action. Here are some of the best customer retention strategies available today.<\/p>\n<ol start=\"12\">\n<li><b>Send personalized perks by email<\/b><\/li>\n<\/ol>\n<p>Make the most of what marketing automation can do, using email automation tools such as MailChimp to stay in touch with your customers and keep them coming back to your website.<\/p>\n<ol start=\"13\">\n<li><b>Run re-engagement campaigns<\/b><\/li>\n<\/ol>\n<p>According to RJMetrics, a company with a 2.5% churn rate can end up 50% larger after five years than a company with a 5% churn rate. That is how much of a difference churn can make.<\/p>\n<p>Come up with ways to bring your churn rate down using targeted re-engagement emails. Use behavioral segmentation to identify people who have gone inactive, then send targeted emails to identify and solve their pain points. Groove did exactly this and brought its churn rate down to 1.6%.<\/p>\n<p>Look for these same patterns in your own business, and use data to understand how users behave at different points on your website or in your product. Then review that data to identify the patterns in their behavior and get to the real reasons behind your churn rate.<\/p>\n<ol start=\"14\">\n<li><b>Run reward programs and promotions<\/b><\/li>\n<\/ol>\n<p>A big part of keeping your customers is making them feel special. Reward your loyal customers and show your gratitude by sending special offers and discounts, early access to sales, gifts, thank-you notes or new products that suit them. Give them good reasons to feel special and to feel closer to your brand. VIP and loyalty programs encourage user loyalty and create a sense of exclusivity that builds a stronger connection.<\/p>\n<ol start=\"15\">\n<li><b>Build strong employee loyalty<\/b><\/li>\n<\/ol>\n<p>Your customers can only ever be as happy as your employees are. Define your company&#8217;s core values and nurture a culture of freedom and happiness for your staff to strengthen their loyalty to the company. How they feel about the company will naturally show in the way they talk to customers, and in the end that raises your retention rate.<\/p>\n<ol start=\"16\">\n<li><b>Build a knowledge base for customer support<\/b><\/li>\n<\/ol>\n<p>Besides offering blog posts and social media content to educate your audience and attract prospects, you should consider creating a learning center built specifically around your product, as Asana has done.<\/p>\n<p>Building a knowledge base and hosting online courses will let you:<\/p>\n<ul>\n<li>Build credibility as a brand.<\/li>\n<li>Reach new customers easily.<\/li>\n<li>Troubleshoot problems.<\/li>\n<li>Increase customer engagement and satisfaction.<\/li>\n<\/ul>\n<h3>AARRR metrics for user retention<\/h3>\n<p>By analyzing these metrics, you will be able to refine your retention strategies to get better results and build a solid, stable customer base for your business.<\/p>\n<ul>\n<li><b>Customer retention rate (CRR): <\/b>This metric tells you how many customers are actively using your product or service. CRR looks at how many customers stayed by subtracting the new users acquired during the period in question.<\/li>\n<li><b>Churn rate (for SaaS or apps): <\/b>Churn rate measures the number of users who stopped using the product. Also called the attrition rate, churn measures how many customers left the app over a given period.<\/li>\n<li><b>Increase in average order value (AOV): <\/b>This metric lets you measure how many customers buy more from you than the minimum amount. A rising average order value means customers are happy with the product and want to buy more.<\/li>\n<li><b>Average customer lifespan: <\/b>The average customer lifespan is the number of days between a customer&#8217;s first order and their last order.<\/li>\n<li><b>Reactivation rate: <\/b>Reactivation is when you turn a lapsed customer back into an active one. This metric shows how many of the customers who had dropped off have since come back.<\/li>\n<\/ul>\n<p>Remember: keeping a customer is always cheaper than acquiring a new one.<\/p>\n<h2>Growth marketing strategy: the referral stage<\/h2>\n<p>The referral stage is when you put your customers&#8217; loyalty to work marketing your brand for you. It is the point where customers love your product or service so much that they are happy to recommend it to other people.<\/p>\n<h3>Growth marketing strategies for the referral stage<\/h3>\n<p>Referral marketing is one of the best approaches, and referrals come in several forms:<\/p>\n<ul>\n<li>The referrer saves money.<\/li>\n<li>The referrer helps a friend.<\/li>\n<li>The referrer and the friend both receive something of value.<\/li>\n<li>The referrer contributes to a social cause.<\/li>\n<\/ul>\n<ol start=\"17\">\n<li><b>Create a referral program<\/b><\/li>\n<\/ol>\n<p>The first step to getting the most out of the referral stage is building up your base of loyal customers. Once that loyal base is in place, plan out a referral program that will promote your product. Italic&#8217;s program, which gives friends $30, helped increase sign-ups on its members-only shopping platform.<\/p>\n<ol start=\"18\">\n<li><b>Turn early adopters into marketers<\/b><\/li>\n<\/ol>\n<p>Some of your very earliest users can turn out to be the best marketers your product or service will ever have. Your early adopters are risk-takers, people who attached themselves to your brand because of its core values. Use their belief in your product or service to market the brand effectively and, through that, build awareness.<\/p>\n<ol start=\"19\">\n<li><b>Work with influencers<\/b><\/li>\n<\/ol>\n<p>Influencer marketing is another excellent strategy to use in the referral stage. Connect with influencers on the social media platforms that are popular in your industry, and collaborate with them to grow your sign-ups and conversions through their own audiences.<\/p>\n<h3>AARRR metrics for the referral stage<\/h3>\n<p>Referrals can be a real game changer for business growth. Analyze these metrics consistently, and build on the tactics described in detail above, to make sure your referral marketing actually pays off.<\/p>\n<ul>\n<li><b>Customer referrals: <\/b>This metric measures how many of your customers are willing to recommend your brand to other people. It gives you insight into how satisfied your customers really are.<\/li>\n<li><b>Customer reviews: <\/b>Social proof is one of the keys to driving both referrals and conversions. To ask for reviews, follow the available tips for getting more reviews on Google, then analyze them to gauge customer satisfaction.<\/li>\n<li><b>Influencer recommendations: <\/b>Measure how many influencers are willing to recommend your brand, or are happy to mention it naturally on social media.<\/li>\n<li><b>Customer satisfaction score (NPS, <\/b><b>Net Promoter Score<\/b><b>): <\/b>This score measures customer satisfaction based on a range of factors such as customer support, pricing, usability, performance and the overall experience.<\/li>\n<\/ul>\n<p>Turn your loyal customers into brand ambassadors, and identify the right influencers to promote your product or service for you.<\/p>\n<h2>Growth marketing strategy: the AARRR revenue stage<\/h2>\n<p>The final stage is all about the revenue you can generate from the full range of your marketing efforts. Marketing tries to raise customer lifetime value by delivering a better experience, increasing average order value and improving retention.<\/p>\n<p>The general rule for growing revenue is to get customer lifetime value to three times your user acquisition cost.<\/p>\n<h3>Growth marketing strategies for increasing revenue<\/h3>\n<p>Many of the strategies for raising customer lifetime value are already built during the earlier stages of the growth marketing framework. But here are a few more strategies you can look at:<\/p>\n<ol start=\"20\">\n<li><b>Focus on <\/b><b>repeat customers<\/b><\/li>\n<\/ol>\n<p>Look through your analytics, identify your repeat customers and find ways to improve their experience. The more brand loyalty you manage to build, the more revenue you will be able to generate.<\/p>\n<ol start=\"21\">\n<li><b>Promote eye-catching products<\/b><\/li>\n<\/ol>\n<p>Promoting entry-level products works well when they are paired with complementary products. Doing this can increase your sign-ups and help you sell more products, which ultimately raises the revenue you earn from each customer.<\/p>\n<ol start=\"22\">\n<li><b>Refine your pricing strategy<\/b><\/li>\n<\/ol>\n<p>You can try raising your prices. If customers are loyal to your product, they may be willing to pay noticeably more for the same thing.<\/p>\n<h3>AARRR metrics for the revenue stage<\/h3>\n<p>In the end, the growth of your business comes down to the revenue you are aiming for. So measure these metrics to check how much revenue you earn and how much you lose with every customer. They matter especially for business models built on subscriptions.<\/p>\n<ul>\n<li><b>Customer lifetime value (CLV):<\/b> This metric is essential for understanding the overall customer experience. CLV measures how much a customer is worth to your company over the whole length of the relationship (see average customer lifespan).<\/li>\n<li><b>Average revenue per user (ARPU):<\/b> This metric gives you an idea of the revenue you generate from each user over a specific period. ARPU divides the revenue generated in a period by the average number of users in that period.<\/li>\n<li><b>Annual recurring revenue (ARR):<\/b> This metric applies to products or services sold on a subscription basis. ARR measures the revenue that a subscription generates each year.<\/li>\n<li><b>Monthly recurring revenue (MRR): <\/b>This metric measures the income you can expect from the subscription plans sold within a month.<\/li>\n<li><b>Revenue churn: <\/b>This metric looks at the revenue lost over a given period. It takes the MRR lost in a month and subtracts the total value of upgrades or add-on services bought that month.<\/li>\n<\/ul>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2226\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 5)\" width=\"850\" height=\"428\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6-300x151.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6-768x387.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6-600x302.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image6-570x287.jpg 570w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<h2>Benefits of a growth marketing strategy<\/h2>\n<p>Adopting a growth marketing mindset can bring your business a number of benefits:<\/p>\n<ul>\n<li><b>Better decisions:<\/b> Growth marketing does away with the idea of going on gut feeling (the way traditional marketing often does). This data-packed approach to marketing shows you what works and what does not, so you can make better decisions.<\/li>\n<li><b>Stronger brand awareness: <\/b>Growth marketing focuses on understanding the customer journey in depth, delivering a better experience and building personal relationships with customers, and in the end all of this improves your reputation.<\/li>\n<li><b>Flexibility:<\/b> Growth marketing is a strategy that scales. You can scale your marketing efforts up or down based on cash flow, instead of blindly pouring large sums into big campaigns.<\/li>\n<li><b>Alignment: <\/b>Growth marketing requires collaboration across different functions. The marketing team contributes to growth activities in the same way as the product team, the sales team, customer support and the analytics team.<\/li>\n<li><b>Hitting revenue targets: <\/b>With sustainable growth as the aim, growth marketing focuses on flexible goals for increasing revenue. Instead of executing without a plan, growth marketing looks for promising goals and works out a strategy to reach them.<\/li>\n<\/ul>\n<h2>How to use growth marketing effectively<\/h2>\n<ol>\n<li><b>Stay up to date<\/b><\/li>\n<\/ol>\n<p>Part of the very nature of growth marketing is understanding the trends in your industry and exploring new tactics or new ad units so you can make the most of growth opportunities. Keeping up to date plays a fairly important role in this. Some techniques that worked a few years ago no longer work well today, and at the same time there are plenty of examples of brand-new channels delivering a high ROI. Fab&#8217;s &#8220;invite only&#8221; model was a great way to make the company spread from the very beginning, but these days people have grown more tired of handing over their email addresses in similar ways.<\/p>\n<ol start=\"2\">\n<li><b>Collect emails, social sign-ups and shares<\/b><\/li>\n<\/ol>\n<p>Growth marketing works best when you have &#8220;free&#8221; lines of communication with both your current users and your potential users. Once you have a user&#8217;s email address, or once they sign up through a social channel on your website, you have their attention, and anything you publish has a much better chance of being seen for free. Put another way, you will not need to pay again to reach the same customer.<\/p>\n<ol start=\"3\">\n<li><b>Create strong content<\/b><\/li>\n<\/ol>\n<p>Whatever you do, and whatever you happen to sell online, internet users expect quality. Consumers read news sites and blogs every single day. A widely cited estimate (from Yankelovich, once reported by CBS) holds that each person may be exposed to around 5,000 ads a day, although the people behind that figure have said it is only a rough estimate.<\/p>\n<p>In the online environment, you will only succeed if you have great content. That means you can show up in the form of blog posts, in the form of photography if you run an e-commerce business, or in the form of excellent software if you happen to sell a SaaS product. Put the customer at the center of everything and create something great enough that other people want to share it and buy from you.<\/p>\n<ol start=\"4\">\n<li><b>Narrow your focus<\/b><\/li>\n<\/ol>\n<p>The internet is a busy, noisy place, so apart from creating strong content, do not try to do everything else at the same time. When you focus on a narrow area, you become an expert in that particular field, and people will start to connect you or your website with the service or product they are looking for. When customers or users have that kind of connection with your brand or service, the cost of reaching them and winning them back is much lower.<\/p>\n<ol start=\"5\">\n<li><b>Proof<\/b><\/li>\n<\/ol>\n<p>Do you have any doubt at all that your Amazon.com order will reach your home within a few days? We all have proof that it will: Amazon gets wide coverage in the news, and each of us has our own experience of ordering from Amazon. You have every reason to believe that what you order on Amazon today will arrive in the next few days.<\/p>\n<p>So unless you are Amazon, The New York Times, Google or one of a handful of other major brands, nobody has any particular reason to believe your website is the real deal. That is why you should use proof on social media, social proof and customer testimonials to build a strong brand and make it more credible.<\/p>\n<p>You can even use a tool called &#8220;Proof&#8221; to show visitors evidence that other people have already taken action and bought from your website.<\/p>\n<ol start=\"6\">\n<li><b>Think creatively<\/b><\/li>\n<\/ol>\n<p>There is no single growth marketing tactic that fits every business. Every company has its own characteristics and nuances, and tactics perform differently from one industry to the next and over time. Even great ideas can eventually turn into failures. Consumer sentiment can shift, or competitors can start copying the tactics that work, which drives costs up as competition gets fiercer.<\/p>\n<p>Whoever moves first will always have the advantage when it comes to growth. The good news is that thinking smartly about growth matters more than thinking creatively about it. There are certain frameworks for thinking about growth that will make you much sharper at spotting growth opportunities when they appear.<\/p>\n<h2>Growth marketing case studies<\/h2>\n<p>To begin, we will look at some of the most successful growth marketing stories of the past few decades. Here we will see how small businesses turned themselves into giants of their industries, and how startups disrupted entire markets and made a name for themselves, proving they had earned their place in the digital era ahead.<\/p>\n<ol>\n<li><b>How Slack became the fastest-growing B2B software provider<\/b><\/li>\n<\/ol>\n<p>Slack is one of the fastest-growing B2B software providers in history, and it was acquired by Salesforce for $27.7 billion in 2021 (<a href=\"https:\/\/www.theregister.com\/2021\/07\/22\/salesforce_slack_acquisition_closes\/\" target=\"_blank\" rel=\"nofollow noopener\">The Register, July 2021<\/a>). The company&#8217;s remarkable growth came from a complex and constantly evolving mix of growth marketing strategies, all designed to attract new users, keep them engaged and encourage them to invite even more new users onto the platform.<\/p>\n<p>Slack was built by a team of developers working remotely, people who understood very well both the benefits and the challenges that remote teams have to deal with. The world had already seen dozens of major communication platforms, such as AOL Instant Messenger, Skype, HipChat and Facebook&#8217;s Workplace, yet none of them became a default tool in the way Microsoft Word or Google Search did, until Slack delivered a platform users never knew they needed so badly.<\/p>\n<p>By solving communication problems that no other provider had even tried to solve, Slack created a new market for itself: instant messaging as a productivity tool. Instead of supplementing email, Slack positioned itself as the replacement for email in the workplace, and that laid the foundation for a remarkable growth story.<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2228\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 6)\" width=\"850\" height=\"478\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7-300x169.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7-768x432.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7-600x337.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image7-570x321.jpg 570w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<p><b>Key growth strategies used:<\/b><\/p>\n<ul>\n<li><b>Defining a new market: <\/b>Slack said that 70% to 80% of its initial user base claimed they had not been using any communication tools before they came to Slack. Of course, they had been using such tools, but they did not see them as a category of software, until Slack changed everything.<\/li>\n<li><b>Solving the problem: <\/b>Slack is simply a communication tool, but its success lies in making the complicated job of business communication simple. By solving one communication problem after another and optimizing its core features to deliver the best possible experience, Slack turned instant messaging from an obstacle into an asset that generates profit.<\/li>\n<li><b>Hustle:<\/b> To build its initial user base, members of Slack&#8217;s remote team asked their friends and people they knew at other companies to sign up and spread the word about the software.<\/li>\n<li><b>User feedback: <\/b>Slack kept improving by asking its users for feedback, listening carefully to what they said and fixing the issues they raised.<\/li>\n<li><b>Freemium: <\/b>This is a classic strategy among SaaS companies, and Slack set out to offer a &#8220;genuinely useful free service&#8221; that was enough for basic needs and showed potential users the benefits of the paid plan.<\/li>\n<li><b>Onboarding:<\/b> Slack&#8217;s extremely simple onboarding let new users sign up in seconds and let existing users invite teammates without any hassle, breaking down every barrier that could hold back user growth.<\/li>\n<li><b>User data: <\/b>As every software company should, Slack analyzes user data to understand its growth benchmarks, set goals and maximize engagement.<\/li>\n<\/ul>\n<p>Even with a quality product and a unique marketing position, the kind of growth that Slack experienced does not simply happen on its own. The company had to hustle hard to build its initial user base, and a great deal of Slack&#8217;s success came from maximizing the positive impact that every single user had on its growth.<\/p>\n<p>By continuously improving the platform, Slack kept its users, and by encouraging them to invite others, each retained user turned into several more. To maximize user growth, onboarding was optimized to remove almost every possible point of friction, and this was reinforced by the company&#8217;s freemium model, which delivers real value to users who do not pay.<\/p>\n<p>Slack understood what its users needed in order to stay, and what it took to maximize its rate of growth. According to Stewart Butterfield, Slack&#8217;s co-founder, teams that had exchanged about 2,000 messages were considered to have truly tried the product, and about 93% of the teams that reached this milestone kept using Slack. Using this benchmark, Slack could optimize the experience to encourage more messages, nurture existing users to raise engagement and target the users who were close to reaching that goal.<\/p>\n<ol start=\"2\">\n<li><b>How IBM uses growth <\/b><b>marketing<\/b><b> to protect its reputation after a century<\/b><\/li>\n<\/ol>\n<p>People rarely think about growth marketing when it comes to companies that have been around for more than a century, but examples like IBM prove that this strategy matters a great deal for long-established names as well. IBM also disproved the tired theory that long-standing players in a market cannot learn new tricks, by adopting growth marketing as a way to protect its reputation and compete in the modern era.<\/p>\n<p>In his summary, Hale explains that Nancy Hensley, former Chief Digital Officer of IBM Analytics, and Jason Barbato, a former growth strategist, were key advocates of IBM&#8217;s shift toward growth marketing.<\/p>\n<p>&#8220;For IBM, the goal of adopting a growth approach was not to completely change how it approached the market, but to develop a digital path alongside its already good products, turning them into products people love to use by focusing on enriching the experience for customers and users,&#8221; Hale writes.<\/p>\n<p><b>Key growth strategies used:<\/b><\/p>\n<ul>\n<li><b>Changing the culture: <\/b>IBM recognized that it needed to change the culture inside the company before it could adopt a mindset built on growth marketing, experimentation and optimization.<\/li>\n<li><b>A lower point of entry: <\/b>IBM&#8217;s main goal was to lower the point of entry for new users and first purchases, so that a larger share of employees with purchasing authority could sign up for IBM products without needing approval from their managers.<\/li>\n<li><b>Optimizing onboarding: <\/b>By optimizing its onboarding process, IBM made sure that more of its website visitors went on to become free trial users and, later, paying customers.<\/li>\n<li><b>Maximizing successful payments: <\/b>After IBM&#8217;s data scientists noticed a pattern among users who were trying to upgrade from a free trial to a paid plan, the company was able to generate millions in additional revenue every year by offering instant technical support to help customers complete their purchases.<\/li>\n<li><b>Product optimization: <\/b>To keep as many existing customers as possible and turn more free trials into paid plans, IBM put in place a system for continuously testing and optimizing its products.<\/li>\n<\/ul>\n<p>If a long-established company like IBM can not only see the need to adopt growth marketing but also implement it successfully, then brands of any size have no excuse not to adopt it.<\/p>\n<p>The lesson here is that growth marketing is much more than a tactic for startups and smaller businesses. It is the only long-term strategy that really makes sense for businesses of every type, every age and every size.<\/p>\n<ol start=\"3\">\n<li><b>How Spotify fought piracy and brought free music to the world<\/b><\/li>\n<\/ol>\n<p>By the second quarter of 2026, Spotify had 777 million monthly active users, 300 million of whom paid for Premium, about 18 years after its launch in 2008.<\/p>\n<p>Spotify&#8217;s story saw the company take on music piracy while bringing free, legal music to millions of people around the world, two achievements that sound as if they should be complete opposites.<\/p>\n<p>The company&#8217;s success came from a distinctive product design, smart growth marketing strategies, data-driven technology and a very attractive offer: access to a huge music library for only about $10 a month during its first several years (now $12.99 in the US).<\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2230\" src=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8.jpg\" alt=\"Growth marketing and the basics no business can afford to skip (figure 7)\" width=\"850\" height=\"637\" srcset=\"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8.jpg 850w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8-300x225.jpg 300w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8-768x576.jpg 768w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8-600x450.jpg 600w, https:\/\/adtek.agency\/wp-content\/uploads\/2022\/04\/20220417_Growth-Marketing-va-nhung-dieu-co-ban-doanh-nghiep-khong-the-bo-qua_Image8-460x345.jpg 460w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<p><b>Key growth strategies used:<\/b><\/p>\n<ul>\n<li><b>Market disruption: <\/b>Spotify brought free, legal music to the whole world at a time when the music industry was being hit hard by piracy.<\/li>\n<li><b>Freemium: <\/b>Users could listen for free with limited features, or get access to &#8220;almost all the music in the world&#8221; for about $10 a month (the US price for its first several years, now $12.99).<\/li>\n<li><b>Invite-only: <\/b>Spotify built anticipation for its product by expanding internationally one step at a time, through free accounts that were available only to people who had received an invitation.<\/li>\n<li><b>Social listening:<\/b> Spotify moved quickly to build sharing to social media platforms directly into its own platform.<\/li>\n<li><b>Partnerships: <\/b>Spotify partnered with Facebook to become the exclusive music platform for the world&#8217;s largest social network.<\/li>\n<li><b>A leading product: <\/b>Even when it first launched, Spotify&#8217;s software was already ahead of the field, and it has kept on improving over time.<\/li>\n<li><b>Discovery and personalization: <\/b>Spotify uses its data and machine learning to help users discover more music, make recommendations based on what they already like and personalize the experience to the point where it is hard to leave.<\/li>\n<\/ul>\n<p>Engaging users and keeping them are critical to Spotify&#8217;s business model, which in the end depends on turning free users into paying subscribers. The freemium model has worked brilliantly for Spotify, but as a way of winning users&#8217; attention in the first place, it would have meant nothing if the product itself were poor.<\/p>\n<p>This is one of the many areas where Spotify has excelled throughout its history: it has consistently offered the best product on the market.<\/p>\n<p>As technology advanced, Spotify put it to work to raise engagement and encourage users to keep on listening. Social sharing was quickly built into the platform, before the partnership deal with Facebook made Spotify the exclusive music platform for the world&#8217;s largest social network.<\/p>\n<p>Spotify has also made very good use of its huge pool of user data, building machine learning models that recommend new tracks to users based on their listening history. Spotify is not just a music streaming service. It is also a platform for discovering music and a catalog of personalized, custom playlists built around each user.<\/p>\n<p>Users invest so much of themselves in the Spotify experience that leaving becomes almost impossible, especially once you are paying to listen without ads.<\/p>\n<ol start=\"4\">\n<li><b>How Airbnb wrote one of the great growth hacking stories<\/b><\/li>\n<\/ol>\n<p>If there is one growth hacking story that stands above all the others, it has to be the one behind Airbnb. This is a company that was started by two young men who could not afford to pay their rent and decided to rent out their loft as a place for strangers to stay.<\/p>\n<p>Three air mattresses and the promise of a home-cooked breakfast were enough to earn them $80 per person, and the concept of &#8220;Airbed &amp; Breakfast&#8221; was born.<\/p>\n<p>Airbnb was founded in 2008, and by 2014 the company was valued at $10 billion, with more than 10 million guests and 550,000 properties listed around the world. Within six years, Airbnb had grown past some of the biggest names in travel, and the platform has kept growing ever since.<\/p>\n<p>According to Airbnb, the platform now has more than 5.5 million hosts and more than 9 million active listings in more than 150,000 cities and towns across more than 220 countries and regions.<\/p>\n<p><b>Key growth strategies used:<\/b><\/p>\n<ul>\n<li><b>Hustle: <\/b>Founders Brian Chesky and Joe Gebbia raised their first funds by selling novelty election-themed breakfast cereal in the summer of 2008 at $40 a box, raising a total of $30,000 for &#8220;Airbed &amp; Breakfast.&#8221;<\/li>\n<li><b>Venture capital: <\/b>Despite a slow start, Chesky and Gebbia began to get funding through Y Combinator ($20,000), then rebranded as Airbnb before raising $600,000 from Sequoia Capital and Y Ventures.<\/li>\n<li><b>The Craigslist hack<\/b>: Airbnb&#8217;s most famous growth hack was built to post its listings on Craigslist automatically, without any approval from Craigslist.<\/li>\n<li><b>Another Craigslist hack: <\/b>Not fully satisfied with the first Craigslist hack, the company then deployed a bot that sent spam emails to poach users from the site by pointing them to Airbnb. Every time a user listed a property on Craigslist, they would get an automated email from a &#8220;young woman&#8221; who really liked their place and suggested they take a look at Airbnb.<\/li>\n<li><b>Product design: <\/b>Founders Chesky and Gebbia are dedicated designers, and their commitment to building the best possible experience for users has mattered a great deal to hosts and guests alike.<\/li>\n<li><b>Simplicity: <\/b>A key part of the Airbnb experience is making it easy for hosts to list their properties, and making it even easier for people to book a place to stay. The company went further by giving hosts professional photos to show their properties in the best possible light.<\/li>\n<li><b>Market disruption: <\/b>Airbnb remains one of the biggest market disruptors to this day. It changed the travel industry, and its appeal to travelers who book their own stays has driven consistent growth.<\/li>\n<li><b>Even more hustle: <\/b>While pushing for growth in France, Airbnb found that sending teams of two to three people to locations to host parties and promote the platform was five times cheaper than relying on digital channels alone.<\/li>\n<\/ul>\n<p>Every stage of Airbnb&#8217;s growth story involves smart growth strategies, and some of them were ethically questionable but hugely successful all the same. By exploiting Craigslist, the company was able to fuel its early growth without paying anything and pull users away from its biggest competitor.<\/p>\n<p>When it ran into problems, such as the difficulty of making properties look appealing on the platform, the company came up with effective solutions, even when those solutions did not follow any usual rule, such as offering professional photography at considerable cost.<\/p>\n<p>Even in its earliest days, Airbnb faced pushback from investors who simply did not think the idea would work. Yet at every stage of the company&#8217;s journey, the combined problem-solving brainpower of Brian Chesky and Joe Gebbia, together with a complete disregard for convention, built what is still the most impressive growth story to date.<\/p>\n<ol start=\"5\">\n<li><b>How HubSpot built a billion-dollar growth engine with free tools<\/b><\/li>\n<\/ol>\n<p>HubSpot is a provider of growth marketing software that stands out because of the success story it promotes about itself. The company offers an extensive range of marketing software to help businesses drive growth using the very same tactics the company used to grow.<\/p>\n<p>In other words, HubSpot is the very example of B2B growth that its target audience hopes to become one day, and the company provides all the tools they need to get there.<\/p>\n<p>The key to HubSpot&#8217;s success is product quality, and one of its smartest strategies is offering a range of free tools designed to capture leads from marketers and start the lead nurturing process that moves them toward paid products.<\/p>\n<p>Of course, any business can attract people by giving something away for free, but HubSpot provides one of the best customer relationship management (CRM) systems on the market and charges nothing to use it. The secret is that the CRM only really comes into its own when you integrate it with other marketing and sales tools, all of which HubSpot offers on its paid plans.<\/p>\n<p>It does not take long for businesses with a budget to upgrade to a paid HubSpot plan.<\/p>\n<p><b>Key growth strategies used:<\/b><\/p>\n<ul>\n<li><b>Free tools: <\/b>HubSpot offers a whole range of free tools for marketers, and these tools act as a gateway to its paid products.<\/li>\n<li><b>Brand image: <\/b>HubSpot is the success story of its own product, which shows new customers that they can achieve the same kind of results with marketing software.<\/li>\n<li><b>Lead nurturing: <\/b>With a highly successful lead generation strategy at work, the company uses email marketing (also one of its core product offerings) to nurture leads.<\/li>\n<li><b>Pricing strategy: <\/b>A switch to a pay-as-you-grow model, in which customers are charged based on the number of contacts they have.<\/li>\n<li><b>Content marketing:<\/b> HubSpot has established itself as an authority in the industry with an uncompromising content strategy that consistently produces some of the most detailed information on the web.<\/li>\n<li><b>Webinar marketing: <\/b>The company built a large following on Twitter by hosting webinars and promoting them across social networks.<\/li>\n<\/ul>\n<p>With an attractive offer powering its lead generation strategy, HubSpot still needed to pay close attention to its products in order to drive growth. As a pioneer of inbound marketing, it made the main inbound channels the focus of its products. The company not only exploited these channels successfully but also proved that they work, showing its audience that its software products lead to real growth.<\/p>\n<p>Each one of HubSpot&#8217;s inbound marketing strategies is a success story in its own right, starting with its excellent content marketing strategy. By producing some of the best content in the marketing industry and investing effort in organic SEO, the company established itself as one of the leading authorities and sources of insight.<\/p>\n<p>The company also made excellent use of the opportunities that both paid and unpaid social media offered. HubSpot was especially successful on Twitter, building a large audience during the peak years of social media with a webinar strategy that generated thousands of leads from each event.<\/p>\n<p>HubSpot&#8217;s mastery of inbound marketing was also backed by smart, data-driven business decisions. A good example of this is the change the company made to its pricing policy. In 2011, HubSpot adopted a new tiered pricing model that charges based on the number of contacts users have in their database. Essentially, this is a pay-as-you-grow model, which means customers always get more value from the product than they pay to receive its benefits.<\/p>\n<h2>Conclusion<\/h2>\n<p>Growth marketing is more than a buzzword for growing businesses. It is a carefully designed plan for making sustainable progress and taking a business to the next level. Here is a recap of the key points to remember:<\/p>\n<ul>\n<li>Growth marketing is a strategy-based, data-driven approach to achieving lasting success and improving the revenue of a business.<\/li>\n<li>Growth hacking seeks to hit short-term goals and solve business problems through rapid, repeated experiments that lead to a solution or a product.<\/li>\n<li>Growth marketing seeks control of the market over time, within the framework of a carefully designed strategy, and uses automation to match customer needs and scale.<\/li>\n<li>The benefits of growth marketing include better data-driven decisions, stronger brand awareness, scalability, cross-functional collaboration and higher revenue.<\/li>\n<li>AARRR is one of the most popular frameworks for growth marketing and covers acquisition, activation, retention, referral and revenue.<\/li>\n<li>Growth marketing metrics and strategies span the entire customer lifecycle, rather than covering only the campaign that brings customers in.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What growth marketing is, how it differs from growth hacking and traditional marketing, and how to apply it across the five AARRR stages, with case studies from Slack, IBM, Spotify, Airbnb and HubSpot.<\/p>\n","protected":false},"author":4,"featured_media":2216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-image":"","_yoast_wpseo_twitter-image-id":"","inline_featured_image":false,"footnotes":""},"categories":[217],"tags":[],"class_list":["post-6983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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