The Power of Marketing in Driving Growth


Hatched by Glasp

Jun 27, 2023

2 min read


The Power of Marketing in Driving Growth

In the world of technology and startups, it's easy to get caught up in the allure of engineering and product development. However, as Pinterest CEO Ben Silbermann points out, marketing is often the secret behind a company's growth. In his case, it was marketing, not engineering, that drove Pinterest's success. This sentiment is echoed by Chris Long in his book "Growth Hacking for Product Managers," which emphasizes the importance of marketing in driving growth.

Silbermann's statement highlights the need to shift our focus from product development to marketing strategies. While engineering is certainly important in creating a strong product, it's marketing that gets that product out to consumers and drives growth. This is where growth hacking comes in, as Long explains in his book. It's all about finding creative and unconventional ways to market your product and drive growth.

One common point between Silbermann and Long's perspectives is the importance of innovation in marketing. Silbermann's success with Pinterest came from thinking outside the box and finding unique ways to market the platform. Long also emphasizes the need for creativity in growth hacking, stating that "growth hacking is about being different, not better." In order to stand out in the crowded tech market, companies must find innovative ways to reach consumers and drive growth.

Another connection between these two perspectives is the emphasis on data. Silbermann notes that Pinterest's success was partially due to their ability to understand their users and tailor their marketing strategies accordingly. Long also stresses the importance of data in growth hacking, stating that "data is the lifeblood of growth hacking." By analyzing user behavior and engagement, companies can better understand how to reach their target audience and drive growth.

In conclusion, while engineering and product development are certainly important in creating a successful startup, it's marketing that ultimately drives growth. Silbermann's success with Pinterest and Long's emphasis on growth hacking both highlight the importance of innovation and data in driving marketing strategies. By focusing on these elements, companies can find unique ways to reach consumers and drive growth in the competitive tech market.

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