"Becoming a marketing leader also means moving beyond the traditional definitions of growth and integrating the three domains of marketing: brand marketing, growth marketing, and product marketing."

"Brand marketing shares the story of why your organization exists with meaningful, emotional connection points."

"Brand marketing not only increases the awareness and intent that captures new customers, it also continues to be reinforced at every touchpoint in the customer lifecycle (through brand partnerships, drip campaigns, and more)."

"Product marketing shares what your organization is doing to deliver that brand promise."

"This often takes the form of packaging, pricing, and making features accessible and understandable to users."

"Growth marketing is how you reach customers to acquire and retain them. Growth marketing uses triggers, channels, messaging, and personalization to bring customers into the product to experience its value (acquisition, activation) and keep them there (retention)."

"Turns out, new customers had been drawn in by the brand promise that anyone had a shot to win big money, but the product hadn’t evolved enough to deliver on that promise to this new audience."

"1. CHANGES IN ONE DOMAIN WILL IMPACT THE OTHERS."

"While the growth marketing efforts worked to bring in new customers, those people ultimately churned because the value promised was not delivered."

"Growth marketing channels distribute your brand to potential or existing customers, which means the growth marketing strategy and brand marketing strategy need to be in lockstep."

"2. SEQUENCE THE CHANGES IN EACH DOMAIN TO HAVE COMPOUNDING IMPACT."

"Marketing teams that are too siloed by domain often have a hard time pulling these seemingly disparate pieces together. Those that successfully integrate will have less brittle strategies."

"3. PROACTIVITY IS ESSENTIAL BECAUSE CHANGES IN EACH DOMAIN HAPPEN OVER DIFFERENT TIME HORIZONS."

"While growth marketing performance can be measured quickly, product and brand marketing can take months to develop — and the impact can unfold over years."

"For example, strong brand marketing has a halo effect on what you can do in paid channels."

"Whether you’re a marketing leader overseeing all three domains, a leader overseeing one domain, or an individual contributor focused within one domain, you can amplify your impact by looking at the intersections of each of your puzzle pieces and align who, where, what, how, and why for even more impact."

"We recommend marketing leaders proactively monitor these internal and external factors, as they often signal inflection points that can trigger a need to revisit your strategy."

"INTERNAL: AUDIENCE EXPANSION"

"Expanding to new customer segments or geographies will require evaluating if your current brand positioning, value props, and channels will resonate with newly acquired customers."

"INTERNAL: BUSINESS MODEL EVOLUTION"

"For example, though Figma first launched with a bottoms-up growth strategy (designers would bring on additional designers at their companies, who would then organically spread to other functions), they complemented their B2C offering with a clear B2B sales channel for different size enterprises."

"INTERNAL: PRODUCT LAUNCHES"

"EXTERNAL: MACRO TRENDS"

"EXTERNAL: COMPETITIVE LANDSCAPE AND REGULATORY TRENDS"

"EXTERNAL: TECHNOLOGY OR USER BEHAVIOR CHANGES"

"A clear, effective, and evolving marketing strategy is what differentiates great marketing leaders from great marketing contributors."