“A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable.”
Ryan Holiday
Demand Generation
Demand generation is exactly what it says on the tin. It’s the process of generating demand for your product or service by using a mix of marketing tactics. Typically, it refers to digital marketing tools, which include SEO, content creation, paid advertising (PPC, paid social, OTT ads), SEM, conversion rate optimization, customer journey mapping and community creation. It is often also used interchangeably with ‘performance marketing’ or digital ads management which is more referring to the process of managing a paid ads strategy and the execution.
STRATEGY
Your marketing strategy needs to align to your business goals. Marketing is a business function that should be tailored to fueling business growth. There is no silver bullet or marketing playbook that will apply to every business. I can help build an iterative strategy based on your data, with built-in structured testing focused on proven approaches that are the right fit for your business and ideal target customer.
Data
Data is the most important tool in a marketer’s toolkit. Without a strong understanding of what is working and what isn’t, your marketing efforts are doomed to be expensive and ineffective. Setting up proper attribution and data points throughout your marketing mix allow you to understand what’s working and what isn’t. Understand where to optimize and what efforts are causing you the most lift and the least cost. Get rid of the ‘gut feel’ and move to a data-driven approach. Unsure what metrics to look at? I can educate your leadership and revenue teams on what marketing metrics matter.
What will Growth Marketing do for my business?
Growth marketing is a data-driven, channel-agnostic discipline. It’s all about running tests and finding the highest-impact, lowest-lift growth opportunities, wherever they are. This can include net new revenue and revenue retention. Your marketing strategy should align with your overall business goals. Growth marketers are data and KPI focused which means they can calculate the ROI for your business from your marketing spend and decipher what is and isn't supporting overall revenue growth.
As a growth marketer, I’m a marketing generalist, with deep expertise in strategy, capturing and creating demand, setting up a marketing function for revenue growth, conversion optimization and setting up your analytics to help you with data-informed decision making. Growth marketers are often considered a “CMO lite” because of their breadth of experience and capabilities.