To understand what makes a growth marketer different than a traditional marketer you need to first understand the full sales funnel.
At the top of the funnel, you have awareness and acquisition, mid-funnel you have activation and retention, and at the bottom, you have referral and revenue.
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Traditional marketers typically focus on the top of the funnel, creating brand awareness and getting products in front of customers, while growth marketers have their hands in every step of the funnel from the very top to the very bottom.
WHAT DOES A GROWTH MARKETER DO?
Because growth marketers work in every stage of the funnel their responsibilities expand beyond traditional marketers' who primarily focus on increasing revenue through individual sales of products and services. Growth marketers are focused on the entire customer base, growing that base, retaining each customer they acquire, and building a reputable brand.
Simply put, their core objective is to maximize all growth opportunities for the business at each stage of the funnel.
To accomplish this goal, growth marketers should have a solid understanding of the following:
Paid search
Paid social
User experience
Email marketing
Content marketing
Search engine optimization (SEO)
Acquisition marketing
Conversion-rate optimization
Tools such as Google Analytics, Hubspot Marketing Hub, FullStory, Userpilot, GetResponse, User.com, and ActiveCampaign to name a few
Day-to-day growth marketing responsibilities might include:
Creating and updating marketing content
A/B testing
Planning, optimizing, and scaling paid ad campaigns
Managing social acquisition channels
Planning and optimizing creative email campaigns
Updating and/or abandoning any traditional marketing campaigns
Building effective and engaging referral programs
Utilizing data to pivot marketing campaigns for more engagement and conversions
Extracting key data to create reports for stakeholders
The high-level workflow of a growth marketer might look something like this:
Idea -> Test -> Analyze -> Release
WHAT ARE THE BENEFITS OF HIRING A GROWTH MARKETER?
Many businesses see growth marketing as the preferred strategy because it helps them understand their position in the market and quickly scale as needed based on performance-based return on investment.
Because growth marketing is heavily driven by data, it allows companies to leverage various tools to ensure that their process is as efficient as possible. Any business struggling with any metric along the sales funnel could see considerable improvement from hiring a full-time growth marketer – or engaging a freelancer specializing in growth marketing.
WHAT SKILLS SHOULD A SUCCESSFUL GROWTH MARKETER HAVE?
In addition to the skills and experience mentioned above, growth marketers should be:
Strategic: Because the work of a growth marketer is constantly evolving, it is important to be able to envision and develop a roadmap to reach the end goal. Challenges and problems should be met strategically and with an open mind.
Data-driven and analytical: Testing and analyzing data to determine what works and what doesn’t is at the core of almost everything a growth marketer does. Hence, growth marketers must be highly analytical – and agile – thinkers.
Innovative: While being able to interpret data is a critical skill for growth marketers, creativity and innovation are just as important. Growth marketers should be able to think outside the box when developing strategies to target their consumer base and likewise, to pivot alongside market changes.
Persistent: Growth marketing often involves a lot of trial and error, and before every win, there will likely be several losses. With this in mind, it’s important that a growth marketer be persistent, resourceful, and undeterred by setbacks. In fact, viewing “failures” as valuable learning opportunities is essential in this role. As the old saying goes, “If at first, you don’t succeed, try, try and try again.”
HOW 24 SEVEN CAN HELP
If you’re ready to take your business to new heights by bringing growth marketers aboard your team, consider working with the specialized recruiters at 24 Seven.
For more than 20 years, 24 Seven has been building relationships with highly skilled professionals in the creative, marketing, fashion, beauty, and retail industries. Our recruiters understand the nuances of growth marketing and can help match your organization with the level of expertise needed to help grow your business.
Contact a 24 Seven recruiter today and let us take the hiring heavy lift off your shoulders.
This post was updated on October 18, 2022
