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The Growth Marketing 
User Guide 
Nate Desmond
Uber is a growth machine
Valued at 
$17 BILLION 
as of June 2014 
(4 years after launch)
How did they do it?
Growth Marketers
Mad 
scientists
Data 
nerds
Marketing 
pioneers
AARRR Metrics 
Your customer lifecycle
Acquisition
GrooveHQ: Once acquired 1k email 
subscribers in one blog post
Activation
Twitter: New users who follow others 
become more engaged
Retention
Evernote: Activated users 
almost never leave
Referral
Dropbox: Referrals increased their 
signups by 60%
Revenue
Facebook: Made $1.60 per user 
in Q2 2013
Growth Stages 
Your company lifecycle
Product/ 
Market Fit
Currently in product/market fit stage: 
Oyster
Achieved: 40% of customers would be 
“very disappointed” to lose access
Transition 
To Growth
Currently in transition to growth stage: 
Buffer
Achieved: when scalable 
growth engine has been built
Growth
Currently in growth stage: 
Uber
Achieved: when scalable 
growth engine has been built
A Few Unpaid 
Acquisition Tactics
Moz drives thousands 
of visits with content marketing
Mint attributes 20% of 
their users to SEO
Obama ’12 drove nearly $700 million 
donations through email marketing
Nomad List drove 
100k visits through PR
Upworthy grew to 88 million 
monthly visitors with viral marketing
Website | Twitter | LinkedIn

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