Growth marketing – the campaigns you need to know

I am a teacher, so I am now used to the faces of students who are afraid to learn. In particular, they are afraid of it fail to learn. It is rooted early in our studies – how good, FS are bad and you should learn the right answers better before time has expired.

This mentality falls and burns in the world of growth marketing. Only a few other areas of life encourage them to fail as often as with such campaigns. Of course, they still strive for these high grades, but growth marketing experiments encourage them to try to fail, learn and try again.

The fear of failure kills more good ideas than the bad strategy ever. But growth marketing offers you a better way – if you are ready to try it. This is what growth marketing looks like in practice and how you can start learning today.

Table of contents

While traditional marketing focuses on consciousness or leading static campaigns, growth marketing extends over the entire funnel and touches all aspects of customer life cycle from acquisition to storage.

This is reflected in the long list of against Growth marketing tactics that you can provide, from retargeting and cross-stargeting to e-mail marketing and direct mail. After every tactic, marketing asks: “What actually works – and how do we scale it?”

Advantages of growth marketing

Waiting marketing well done, helps you create a system that provides the results and gets better over time. What other advantages can it do?

Scalable results through tests

Growth marketing can deliver great victories that are scaled with your company. They earn these victories through consistent work and deliberate tests. You do not throw any ideas on the wall; You learn which wall is important, what and why – what makes you a sharper marketer.

Testing life and die through analyzes. Therefore, I encourage your marketing team to follow data thoughtfully when you scale the company. McKinsey Research supports the value of Analytics: Companies that effectively use analyzes in the field of marketing and sales performance 1.5x more likely Reach above -average growth rates than your colleagues.

Deeper understanding of the customer

You can deeply understand what your buyers want. You will learn what you react, what turns you off and how your behavior develops.

This obsession with your customer leads to great advantages: Forrester Research shows that this shows this Customer -obsessed organizations reported 41% faster sales growth49% faster profit growth and 51% better customer loyalty than in non -customer -specific organizations. And only 3% of the companies surveyed were classified as “customer -obsessed”.

Nail this piece and you work in diluted air.

Effects on the channel

Connected channels Compound effects: people are more involved, convert faster and feel in conversation with their brand and are not pursued by separate ads.

Staying of the Kreuz Canal can grow companies of all kinds. For example, the research of Capital One shows that retailers use three or more channels Increased commitment of consumers 250% About single channel retailers.

Regardless of whether you sell clothing or B2B SaaS software, you want your message to reach more people in more places.

Nevertheless, I found that growth marketing works best when your message is displayed in places where it actually makes sense. Do not be everywhere, but remain relevant in terms of email, social, SMS and in-app experiences.

Types of growth marketing campaigns

There is not a single formula for a great growth campaign, but most campaigns fall into one of these types.

Product -guided growth (PLG)

Product LED growth (PLG) depends on the fact that the product will lead the efforts to use user acquisition, activation, conversion and storage. Instead of relying heavily on sales or marketing to push people through the funnel, PLG enables users direct access to the product and lets the value of the product drive the growth of the product.

Consider Slack as an example. You can create a work area and chat with employees in a few minutes. While you can add paid functions, you can also use many of the typical functions within Get-GO. They see immediate added value, can manage and learn themselves while using the product. If the products are used to upgrades or expansions in the products, they are already being prepared to take the opportunity.

Nevertheless, product -guided growth does not take place overnight, especially if your product was not built for self -service right from the start.

For a project, I supported early PLG efforts for a platform that had serious potential but was not entirely ready for self-service. Users needed support to start, and onboarding required a human handover more often than not.

We could not turn around a magical PLG switch, so we concentrated on what we could control: to switch the time to value. In cooperation with the product team, we tightened the onboarding flow so that new users could achieve their first “win” without waiting for a 15-minute implementation call. We also tinkered with product demands and restructured documentation in order to be more action -oriented.

These changes moved us in the right direction and taught me that PLG is not a binary switch. It is a gradual postponement of the explanation of the value to the product that shows the product.

Transfer and virus loops

Transfer campaigns focus on getting users to include others in the mix. You have probably already seen this from many services in your daily life. For example, an offer “Give 10 $ 10, receive 10 US dollars” from almost every local retailer or restaurant offers a solid example of recommendations in real life.

Ideally, these campaigns promote growth by helping current users to acquire new users. The most successful campaigns use “viral loops” that promote acceptance to exponential rates (also known as “viral”).

If some marketers appear with a recommendation program, treat it like an opportunity for set-it-and-forget-IT. Instead, take a look at how you can develop a medium -heavy campaign by reaching commitment data to achieve the social and emotional drivers of the users – not just with transactionals.

So Nikita BaksheevMarketing manager at Ronas itSuccessful with a recently carried out transfer campaign. “At first the customer loyalty rates were lower than expected. Therefore, we developed an experiment with targeted incentives – users deserve more rewards for successful recommendations,” he said.

“We used Smart Messaging ‘to emphasize the mutual advantages of the recommendation program through personalized email sequences with targeted social media ads. After we had tested various communication styles and incentives, we have created a data-driven pivot point for messaging emphasis and community.”

This midstream adjustment improved the registrations of the recommendations by 45% and started a cycle of continuing growth and at the same time lowered the cost of customer acquisition.

Life cycle marketing

A common and powerful campaign, Life cycle marketing Focuses on increasing the storage, engagement and long -term value by aiming at the individual customer stage. in marketing funnel.

For example: I recently left a few new dog injuries in my tough car. In a few minutes I received the e -mail for the abandonment of cars that reminded me to check before sending my monthly car hip.

Other examples are:

• Welcome E -Mail series
• Reactivation -E emails
• Loyalty presses

It is about hiring your customers where you are now – the right message at the right time and the right place. Darminstinkt can help; Data support decisions are better. That’s what Mike ZimaChief Marketing Officer Zima MediaFound when working with a recent customer.

“What it got to run was a constant iteration A/B-Test messaging at every funnel stage, the suppression of a low audience and the coordination of advertising creatives to meet the CRM life cycle stages instead of guessing, we leave the data the actual history,” said Zima.

“By improving the signal quality, we reduced the costs per acquisition and at the same time increased the lead quality over time. The compounding effect did not come from a single channel, but from the harmonization of data, messaging and timing over the stack.”

Content -guided acquisition

As a writer, I am always partially part of the initiatives. Column sites, targets, lead magnets such as eBooks – I love educational content. In terms of content, the acquisition of the content focuses on opportunities to create awareness and trust and at the same time to record demand. Educational resources, SEO and organic traffic are characteristics of the content of the content.

However, growth in terms of content is not about expanding thousands of blog posts. It is about delivering content that people meet where they are, with the right news at the right moment. This is a lesson that some can forget in the current passion AI-generated slop Contributions.

But Jayen AsharCTO AT Scaleup adviceUsed AI with carefully in a proposed application to reach customers for the betting analysis platform of a customer on which his team used KI to automatically generate social content and headlines based on trend player data.

“The main decision was to test dozens of variations on Twitter and e -mails – some in a playful, some data hazups – to quickly theme and personalize the GPT. We pursued CTR and conversion by segment and then doubled to formats, found the resonance (e.g.” X Player crushes this statistics – here “)”).

This process set the AI ​​to work positively. “What it got to run were close feedback loops: AI creation of content, but the performance tracking quickly let the AI ​​optimize,” said Ashar. “We also coordinated the messages about push, email and social in real time during large sporting events. This consistency, which was paired with AI-controlled tests, increases by over 30% in 6 weeks.”

Community-led campaigns

Community LED campaigns before, through real users who replace, contribute or put together content. You may also see this as “user -generated content” campaigns. Think of hashtag campaigns, discussion retting districts or community groups for Slack or Discord. It is about using your user their value to convince others to register.

In particular, the growth-led growth does not always begin with an audience that you already have. Sometimes they build up this audience by inviting people to the conversation before they are even customers. That’s what Borets StamenovCo -founder and CEO at Search boxDiscovered in a recent campaign.

“We have carried out a cold campaign that functions customer research and not only as sales requirements. Instead of the usual e-mails” Buy our product “, we asked an insightful, open industry question that is relevant for our leads. Every answer in tailor-made blog posts, webinars and LinkedIn contributions that have been marked and attributed to the participants, ”he said.

Stamenov found that this approach transformed prospects into the prospects Femalenot just leads.

“Because people love to share their opinions, the commitment increased particularly publicly. As the content increased, organic traffic and conversions increased steadily and were able to sit down against the month for the month,” he said.

“The main decision was the treatment of public relations as a collaboration, not as sales. By inclusion directly in the creation of content, we increased the trust and opened the doors across several channels. It converted cold employment into sustainable growth into one bound.”

Elements of a growth marketing campaign

A growth marketing approach requires repeatable elements that you can use and to develop the best system for your company. While I built up and managed these campaigns, I evaluate these ingredients for your growth marketing recipe.

A/B test and experimentation

If you are not successful at first, try again (or so old children’s rhyme reads). This idea is in the heart of growth marketing. You will find experiments on how to find the right people, messages and channels to achieve users and to promote growth.

In particular, carry out a lot of A/B tests while creating your campaign. And while there are tools with which you can carry out highly developed or automated test strategies, this begins with a curious and curious spirit – namely yours. And the courage and humility to say: “Is that really the best way to say it?”

During our previously mentioned PLG motion, our team tested dozens of copies and visual combinations across several channels. And every time we optimized a line or let a word fall, the copywriter was annoyed in me. However, we contacted the process with a clear direction, tested a variable and carefully tracked the results. A well -designed experiment solved my concern and helped us to achieve a valuable niche audience more efficiently.

Multi -channel coordination

The life of their users is large and contain a large number – especially the digital footprints. E -MAIL POSTION Inputs, for you tabs, forums and contributions and closed groups, all compete for attention.

MultiChannel coordination is how you intelligently fall for your attention. Instead of copying the same message on every platform, create a story that feels connected wherever people experience it.

You probably saw this during one or the other shopping experience. The ad is convincing and makes you learn more. And then the target side is as dry as the Sahara. You can just feel it If the story is wrong.

Your goal is to help people understand what they offer and why they should choose them. When things go sideways, I recommend people who do not produce more Content, but examine what you are going now. Do you point to the same core advantage? Understand users at all? What Do you offer? Answer these questions and share your answers in your channel suite.

User feedback loops

I often think that many marketing teams (and leadership) want to talk about themselves so much that they forget to hear back. Starting growth marketing rocket ship is exciting, but to keep it around, you have to listen all the time as soon as you are live.

In digital marketing, user feedback loops are constantly available. Surveys, behavioral data, chat transcripts and comments in social media posts offer insights into better ways to address your user base. I once had a Facebook ad that received a comment and asked how a function actually worked … and then another and another. A quick optimization to copy the display and the questions disappeared.

Fast learning cycles

I know the siren call of perfection. You want to nail your campaign and show that you understand your product and your audience. But over time I have found that the audience will teach them quickly. Your job is to learn just as quickly.

I wouldn’t suggest would Suggest to cut the delay between insight and action. For example, if you adapt the ad copy and use me to give me a break. How long should I carry out ads before I react to low commitment or conversion metrics? What do I change or delete?

As a rule, early commitment indicators will determine one or a few solid options for further investments. Shift budgets or change the copy in flight to support the variants with higher performance. Buy time and space to create new and better variants. Small movements beat perfection all day.

Tips for growth marketing campaigns

Your growth marketing campaign is not perfect from the goal and it requires the willingness to get involved and learn whether you want to improve. However, if you are looking for solid tips that help you in your learning phase, you will find some powerful knowledge that you can bring to your next campaign.

Tip 1: Think ahead.

“Growth” does not have to relate to just expanding your business – it can also be in service for your audience. The most resonant messages lead to the idea that “we grow with them” and help people to imagine the future.

Linn AtiyehCEO of the recruitment company BemanaFollowed this concept in a recently carried out growth marketing campaign for customers of production and devices. Traditional campaigns focused on the attitude of mechanical skills, but digital shifts made skills such as SPS programming and robotics integration more important -and more difficult to find.

“We saw the shift and knew that we had to act quickly. So we started a campaign that dealt with the development of our customers and candidates,” said Atiyeh.

“For employers, we have classified hybrid technical roles as essential for the future of your workforce. For candidates, we have instructions for the next skills to develop certification in control persons, electrical error repairs and even fundamental coding-not just as a long-term partner, not just as an internship company.

“The reason why this campaign has a resource was that it was not only reactive. We not only said” We understand their current challenges, “we said:” We see what is coming next and we are ready to help them get there. “

Tip 2: Structure about expenses.

Large budgets are not equally in growth marketing. The real secret sauce lies in the organization and how to structure your campaign makes the central difference.

Amber sporterCEO of RankingcoSee how exactly this problem appeared in a campaign for a boutique fashion business. Their traditional campaign structure was to bleed cash for the mortal product categories. Instead, Porter has restructured the campaigns with the category output via individual brands.

“The restructuring systematically identified which product categories delivered the highest ROI, so that we shift the budget allocation in real time,” she said.

“This was not just a one-time solution that improved the campaign when our AI-driven tools learned which customer segments were converted with the highest tariffs. The approach provided a sales increase of 20% beyond the customer’s goal.”

Porter recommends growth marketers to pay more attention to the structure of a campaign solely through advertising spending.

“Too many companies throw money on the problem instead of being fundamentally organized by the basis of their campaigns. Digital marketing is rarely about spending more.

Tip 3: Kill your marketing favorites.

You can have the most creative and brilliant idea that you have ever developed. But performance is particularly important in marketing.

Growth marketers should be ready Kill their favoritesEven if they needed weeks to build. Andrew DunnVP from Marketing at Tentro Internetdivides more.

“On the Internet Internet I guided a multi-channel campaign, the LinkedIn Thought Leadership content combined with targeted email care flows, which ultimately increased our B2B pipeline by 43%. have carried out generic products, ”he said.

“I have learned to allow data on our creative risks – like when we scraped our planned company video series to early metrics, our podcasts for customer studies showed more qualified leads.”

Examples of growth marketing campaigns

What does growth marketing look like in practice? I have highlighted two campaigns in which I should really nail the spirit of growth marketing in the sponsorship results and the committed users and customers.

Deep perception

I have often discussed how a lack of trust in AI is probably the greatest obstacle to the implementation of AI in companies – especially companies. Deep perception With a growth marketing campaign that converted a brave promise into a long-term transfer engine, this challenge has taken on directly.

John PennypackerThe VP for marketing and sales of the company explains the “Timeline Challenge” campaign “Implementation Timeline Challenge”.

“The campaign began with a courageous claim:” Use the AI ​​in 30 days or the implementation is free of charge. “This was a calculated risk because most competitors quoted timelines for 6-9 months.

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Pennypacker used a multichannel approach that appealed to decision-makers with tailor-made messaging. For example, CTOs received the technical validation through implementation webinars, while CFOS found case studies to highlight the accelerated ROI time plans.

“The effectiveness of the campaign comes from its sequential test structure,” he continued. “We first validated messaging with a limited LinkedIn campaign, which was refined on the basis of engagement metrics and then expanded to important accounts on e -mail sequences and finally direct advertising.

“The effects of compounding have arisen as successful implementations that created reference customers who took part in industry -specific case studies, which then performed the next glory.”

Pennypacker notes that this campaign initiated a flywheel effect in which every successful implementation increased the campaign messages for the next view.

“Two years later, this campaign continues to generate transfer transactions and has changed permanently how we position ourselves against competitors in the area of ​​Enterprise AI,” he said.

Aiscreen

Based on perfectionism, I have seen attempts to grow the growth of marketing. “What if we don’t have the news, do you? Do you waste time?”

You will not only have The right message – you have to find them through experiments. Nikita SherbinaCo -founder and CEO of Aiscreenshows how this process developed during a campaign for a B2B -SaaS product that was built for Remote teams.

“The audience was able to advise you everywhere. Instead of guessing, we tested three messages: time savings, more smooth onboarding and better team alignment.

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The signal became clear: “Team orientation” exceeded any other message.

“As soon as we have seen it, I have everything – copy, e -mails, paid advertisements – planned for this core message,” said Sherbina. “I also pushed to original content per channel and did not copy what a heavier elevator was, but got much better traction.”

The iTerating of messaging helped your team to meet customers where they were and give them the right knowledge at the right time.

“What it really worked in the long term was how we intelligent retargeting with email follow-ups that were connected to what people had clicked or looked at. The demo registrations rose by 40%in just a few months, and the data collected by us helped us to further refine the entire river,” she said.

“To be honest, it was the constant optimization and listening to which the people who gave the campaign legs.”

Pro tip: If you are ready to set up your first or next growth campaign, read ours Growth guideline So that a clear way start and have tips on success.

The only way to grow is to start.

In this article (and several failed campaigns) I learned that growth marketing is not magical: it is momentum. Teams that win, test and move in this framework.

You don’t need a massive budget to carry out a brilliant campaign. Start with a hypothesis, a way to measure it, and with the intestine. Don’t be afraid to fail. You cannot learn and grow when you never start. So start now.