What Does A Growth Marketer Do?
[00:00:06] Super growth marketing is one of these things that's looked at by different organizations or different people in many different ways but at a simpleness core it's a contrast in the way that we've always done marketing in the past in more traditional organizations. If you were selling cereal or granola bars or Tide detergent if you were a marketer and those types of companies you often really just thought about building awareness establishing a message getting someone to a store or getting some to think about potentially considering buying the product. Growth marketers look at the world in a very different way and they look at the end and customer journey from that initial awareness to consideration to purchase intent. But then also when they start using the product and how are they sharing their experience with the product and how are they engaging in the case of software within the app. So really what they're doing is taking a marketing approach to the entire customer experience and thinking about more than just getting someone interested in using your product or service. Marketing has never been more important. [1:09.6]
[00:01:16] But it's also never been more complex. If you look at it from the highest level there's two camps there's things that you pay for and there's things that you earn. And both of those are conscious exercises in return on investment and I think that's one of the things that most companies especially early stage growth companies don't necessarily fully understand. But. From a top level with your CMO or you're a young founder I'm looking to grow their business. Those are the two choices you have the things that you pay for so that can be paid in social media that can be paid search ships out of home advertising TV advertising radio it's all the things that we typically think of as traditional marketing. And then on the other side are the things that we earn it's trying to work with influencers who might be able to promote our products it's trying to get people to share and socialize our service. I see a whole range of activities which are too big to either pay for something directly and kind of buy an eyeball or you earn. But. By and large companies are doing a lot of good things right now that there's no one whether small medium or large in terms of companies that is pulling on every lever that is successful in every single way. But we do see some themes. So there's definitely a theme where marketers are picking their lane and really not going far outside of that. [1:25.1]
[00:02:41] So one company might be very very strong with traditional techniques whether it's influencer marketing whether it's PR traditional TV or something like that but they're not very good at search and because they're not good at search. They don't tend to do an awful lot in terms of experimenting with it and seeing what it could do for their business. You see the reversal of the times when there is a very good social media marketer that isn't using whatever might be radio let's say. And so there's this kind of natural human tendency to gravitate to the things that we're good at and do those and. The challenges that our users don't care what you're good at. And so as a marketer our job was to always be there as much as possible. So we have to stand in line and use these kind of new skills. We also see folks that are really trying to learn and actively using their marketing to constantly get better as an organization putting many campaigns into market with a creative intuition and sort of knowing in their core. This feels like an exciting video. This is the right message but not necessarily measuring the effectiveness of that. No not necessarily comparing that message versus an alternative idea. The final camp. This is probably the one that is. The sin most committed by marketers is that there's not an awful lot of. Companies that are using free tools. To really understand and have better insights. We're so busy doing the work of marketing building a campaign building creative that often we forget that we can test along the way we can survey it at a much cheaper cost. [1:37.4]
[00:04:19] We can be connected to our users on a daily basis whether for many companies it's inside the product or through our customer service teams and so on and we don't do that basic level work and so we just constantly work on the creator. But that could have been informed by so much research. Get a lot of tools available to marketers today and for the most part marketers we're just trying to do our best to keep up. But. What I would say is the most underutilized is a set of tools that are there to provide insight for us to help inform our work. We're often as marketers overly focused on building campaigns building creative and not as much on learning about our users and what they might want and. How they might behave. And all of that work and all of those types of tools many of them free by the way are incredibly informative and can see time and money and a lot of effort. And painful lessons on the creative side when we're building campaigns and building good products. You know from the outset I think a lot of people would think that Google has everything down to a science. [1:09.5]
[00:05:29] And it would make our lives a lot easier if we did. But growth. And innovation is inherently a messy process. And we like it that way. That's how we learn. That's how we make sure that we're actually very user driven that we allow experiments to succeed and flourish and take on kind of a life of their own. But the way that we try to manage for this is to have a very clear understanding of what our ultimate goals are and try to make sure that we're tracking those on a regular basis so we have a process that has been widely written about. I called O'Hare's objectives and key results. And at a minimum what I would say is most teams are tracking those objectives on a quarterly basis and to try to make them very data driven. They're trying to make sure that they are actionable inherently and that they are audacious enough and that's the key. That's the thing that is least replicated. I would say. [54.4]
July 15, 2017