A data-informed approach that tests and improves the entire customer journey to drive sustainable business growth.
A cross-functional discipline focused on learning, experimentation, acquisition, activation, retention, and revenue.
Short and sweet:
A data-informed approach that tests and improves the entire customer journey to drive sustainable business growth.
A cross-functional discipline focused on learning, experimentation, acquisition, activation, retention, and revenue.
See also: A/B Testing, Customer Journey, Retention Rate
Growth marketing takes a more experimental, data-driven approach than traditional marketing, running frequent small tests across the entire customer lifecycle, including onboarding and retention, rather than focusing narrowly on acquisition and brand campaigns alone. Practitioners often move quickly between disciplines like product, engineering, and marketing, since a lever for growth might just as easily involve a product tweak as it does an ad. Because it prizes rapid experimentation and clear metrics over polished, slow-moving campaigns, growth marketing tends to favor smaller, quickly measurable tests over the large, drawn-out campaigns typical of traditional brand marketing.
Dropbox’s referral program, which gave both parties extra storage space, is a textbook growth marketing tactic credited with turning a modest user base into millions almost entirely through word of mouth.
Airbnb famously grew through a scrappy tactic in this same spirit, cross-posting listings to Craigslist to tap into an existing audience of people already looking for places to stay.
Duolingo’s team runs constant small experiments as part of this discipline, testing tiny tweaks like notification wording to see which version keeps learners coming back day after day.
