The Real and Ultimate Growth Marketing Definition — Reforge


Hatched by Glasp

Jul 01, 2023

4 min read


The Real and Ultimate Growth Marketing Definition — Reforge

Tech companies are racing to hire growth marketers, much like how they scrambled to build growth teams a decade ago. However, there seems to be a misunderstanding of what growth marketing truly entails. Many companies mistakenly equate growth marketing with data-driven paid media and SEO, neglecting the broader scope of this field. Some even dismiss growth marketing as nothing more than a rehashed version of old-school direct response marketing for the internet.

As the competition for growth becomes fiercer and companies mature and scale their teams, growth teams are evolving into two key models: decentralization and pod structures. Decentralization involves a centralized growth team, while pod structures resemble growth teams but with members reporting to their functional teams.

One common issue that arises is misaligned expectations. Growth marketers may find themselves in situations where they believe they should own a certain aspect of the growth strategy, only to discover that it falls outside their scope. This can lead to frustration and hinder the overall effectiveness of the growth marketing team.

Another challenge is cross-functional complexity. A poorly defined growth marketing team may lack the necessary resources and tools to have a significant impact. For example, a growth team without engineering resources may struggle to make meaningful changes. Similarly, a growth team without a properly scoped growth marketing component will fail to unlock the desired results for the company.

So, what exactly is growth marketing? At its core, growth marketing utilizes triggers, channels, messaging, and personalization to attract new and existing customers to a product or service. It requires a strong understanding of various channels and how to effectively leverage them. Growth marketers achieve their goals by using a toolkit of levers that define the target audience, creative messaging, channels, call to action, and metrics tied to the growth model.

What sets growth marketing apart from other growth functions is its direct accountability for key business results such as revenue, user growth, and ROI. Growth marketers rely heavily on data to inform their strategies, utilizing customer and user data from various sources.

Collaboration with growth partners is also crucial for growth marketers. With dedicated product and engineering support, they are often the most technologically-enabled marketers on the team. This collaboration allows growth marketers to understand and utilize the product levers that drive growth.

To understand what growth marketing looks like for a specific product, it is essential to know the growth model. Different products have different growth loops, but the steps and motion are similar. The growth loop consists of the product, design and engineering, and growth marketing. The product defines the core actions that users need to take to realize the product's value, while design and engineering translate this into a seamless user experience. Growth marketing powers the loops, bringing in new users and ensuring user engagement over time.

Fueling growth involves bringing potential users or customers into the model, acceleration focuses on enabling smooth user journeys through the growth model, and restarting involves re-engaging users to build or restart a habit. Each marketing domain, whether it's brand marketing, growth marketing, or product marketing, has its own target audience and level of proximity to the product.

Now, shifting gears to Readwise, a tool that has become an indispensable part of many knowledge management workflows. Readwise provides a system to organize and revisit notes and memos taken on articles and books. It offers a centralized platform to aggregate all notes and memos, streamlining the process for users.

The key benefit of Readwise is its ability to automatically collect and organize notes, eliminating the need for manual sorting. Users can save articles to a designated app like Matter and read them on their preferred device. While reading, they can highlight passages and write brief notes about why these excerpts stood out to them. Readwise then syncs these highlights and notes into a writing inbox, providing context and personal thoughts for future reference.

By connecting Kindle and Matter to Readwise, users can automate the transfer of notes and highlights into platforms like Roam Research. This automation allows for easy access to these insights, enabling users to dive into their writing inbox and transform their notes into actionable knowledge.

However, it's important to note that automation tools like Readwise cannot replace the process of building knowledge. They can enhance workflows and save time, but genuine understanding and critical thinking are still necessary. Merely highlighting passages and relying on spaced repetition will not lead to true comprehension and synthesis of information.

In conclusion, growth marketing is a multifaceted discipline that goes beyond paid advertising and SEO. It requires a strategic mindset, data-driven decision-making, and collaboration with cross-functional teams. To excel in growth marketing, companies must define their growth model and leverage the appropriate levers to drive growth. Similarly, tools like Readwise can enhance knowledge management workflows, but they should be used in conjunction with active learning and critical thinking.

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