The Real and Ultimate Growth Marketing Definition: What Makes You Procrastinate (Which Isn’t Always a Bad Thing)

The Real and Ultimate Growth Marketing Definition: What Makes You Procrastinate (Which Isn’t Always a Bad Thing)

Tech companies are constantly on the lookout for growth marketers. These companies want to build teams that can drive growth and deliver results. However, there seems to be some confusion about what growth marketing actually entails. Many companies mistakenly equate growth marketing with paid advertising and SEO. In reality, growth marketing is much more than that.

Growth teams have evolved into two key models: decentralization and pod structures. While a centralized growth team may unite people around a common goal, it may not be the most efficient way to work. On the other hand, pod structures, which resemble growth teams, allow members to report into their functional teams. This allows for better collaboration and alignment.

One common issue faced by growth marketers is misaligned expectations. When joining a company, growth marketers may find themselves in situations where their role is not clearly defined. This can lead to frustration and hinder their ability to make an impact. Similarly, a poorly defined growth marketing team may lack the necessary resources and tools to drive growth effectively. For example, a growth team without engineering resources may struggle to implement necessary changes.

So, what exactly is growth marketing? Growth marketing is the strategic use of triggers, channels, messaging, and personalization to bring new and existing customers into a product. It requires a strong understanding of existing and emerging channels and the ability to show up in the right places. Growth marketers use a toolkit of levers to communicate with their target audience and drive growth.

What sets growth marketing apart from other growth functions is its direct accountability for key business results. Growth marketers are responsible for revenue, user growth, and ROI. They must have a data-driven mindset and use customer and user data to inform their approach. In addition, growth marketers collaborate closely with product and engineering teams to ensure they have the necessary technological support.

To understand what growth marketing looks like for your product, you need to know your growth model. Different products have different types of growth loops, but the steps and motion are similar. The product defines the core actions that users need to take to realize the product's value. Design and engineering translate these actions into a seamless product experience. Growth marketing powers the loops by bringing in new users and ensuring their engagement over time.

While growth marketing focuses on bringing customers into the bullseye and keeping them there, other marketing domains play different roles. Brand marketing focuses on reaching the outermost circles of customers and increasing awareness and intent. Product marketing focuses on ensuring that existing users understand the product's features.

Now, let's shift our focus to procrastination. Procrastination is a common behavior that many of us engage in despite knowing its negative consequences. It is driven by cognitive biases such as present bias and status quo bias. Present bias refers to our tendency to prioritize immediate rewards over future rewards. We perceive the value of a future reward as diminished compared to one in the present.

Additionally, status quo bias makes us resistant to change and inclined to stick with our current mindset. We fear regretting the choices we make, so we choose to do nothing instead. However, some personality traits, such as openness to new experiences and conscientiousness, can mitigate the effects of status quo bias.

Procrastination is not always a negative behavior. Research shows that it can help us navigate difficult emotions and potentially lead to better work in the end. However, when procrastination becomes a barrier, it may be a sign of an underlying mental health issue that requires support and treatment.

It is important to forgive ourselves for procrastinating and not internalize shame and guilt. The more we beat ourselves up over procrastination, the more likely we are to continue procrastinating in the future. Understanding our individual perceptions of time can also help us better understand neurodiverse individuals.

In conclusion, growth marketing and procrastination may seem like unrelated topics, but they both highlight the complexities of human behavior. Growth marketing requires a strategic approach, collaboration, and a deep understanding of the product and its growth loops. Procrastination, on the other hand, is driven by cognitive biases and can have both positive and negative effects. To combat procrastination, it is important to forgive ourselves and understand our individual perceptions of time. Here are three actionable pieces of advice:

1. Clearly define the role and expectations of growth marketers within your organization. This will avoid misalignment and frustration.
2. Provide growth marketers with the necessary resources and tools to have an impact. Collaboration with product and engineering teams is crucial.
3. Foster a culture that forgives and supports individuals who procrastinate. Internalizing shame and guilt only perpetuates the behavior.

By understanding the nuances of growth marketing and the complexities of procrastination, we can better navigate these challenges and drive meaningful growth in our organizations.