Brand marketing increases the potential energy for revenue. It primes users to convert at a higher rate in the future.

growth marketing is data-driven revenue maximization.

the growth funnel:

Lead Acquisition → Conversion → Engagement → Revenue → Referral

most companies never actually get paid channels to work profitably. Instead, they rely on a mixture of sales, word of mouth, product-led growth, and content marketing

Word of mouth, sometimes accelerated by referral programs, is the most cost-effective and sustainable way to scale a business.

While the growth funnel is depicted as linear, it's actually a series of loops.

Unpaid channels benefit from not being at the mercy of ad channel volatility, ad audience risks, and CPM pressures. Unpaid growth is often more reliable and more in your control.

Product-led growth — If your product grows virally from users inviting other users who use the app together, then you have the potential for product-led growth.

B2C mobile app — You'll most likely succeed with Instagram/FB Ads and Apple Search. You might succeed with Snapchat Ads, TapJoy, and referrals

B2C SaaS app — You'll most likely succeed with Facebook Ads, Content, and product-led growth. You might succeed with Google Ads and partnerships