Learn growth marketing tactics you can use to grow your business this year.

2. REVENUE EXPENSES NET PROFIT
- =
REVENUE EXPENSES NET PROFIT
- =
REVENUE EXPENSES NET PROFIT
- =
Goal Of Most Business is to Be Profitable

3. REVENUE EXPENSES NET PROFIT
- =
Increase Customer Base Decrease Expense Load
- Most startup, young businesses must grow the top before dealing with
the bottom.
- It is normal for business to not be profitable while generating a customer
base and revenue
- It is always more expensive to generate new customers than keep them
You Can Grow a Business Two Ways, From Top & Bottom

4. Rapid Growth Eventually Slows, Especially in Fixed Markets
13-101 Billion
677% Growth
153-142 Billion
-0.10% Growth
Does this mean apple stopped making money? No, they then
increased margins by lowering expenses.

5. Revenue First, Profits Should Follow
FB Added 20 Billion in revenue over
6 years, with very little profit growth.

6. To Support Growth, You Need a Solid Foundation
SOLID
INFRASTRUCTURE

7. You Need a Growth Marketing Plan

8. What is Growth Marketing?
Growth marketing focuses on full-funnel marketing of the business, product, or service.
Whereas other marketing tactics mostly focus on increasing traffic and leads.
https://blog.useproof.com/what-is-growth-marketing

9. Growth Marketing is Stochastic- Completely Random
Michelle Money
- Growth marketing REQUIRES
experimentation
- There is no wrong or right answer for
growth
- There is only a right approach, and that
is try a lot of different things in controlled
ways, to assess what works

10. Before We Begin, Build Your Foundation
THIS IS THE GOAL!

11. Start With Your Sales Funnel
Michelle Money
- Know your customer and the journey they take
- Work with sales team to be aligned with
process
- Don’t over complicate it
- Understand how someone progresses through
each stage

12. Next, Your Sales/Marketing Technologies
- These are your softwares that
will be used to support all
marketing/sales efforts.
- CMS, CRM/MAPs, ERPs
- Hubspot, Salesforce,
Quickbooks, etc..

13. Once You Have Your Foundation, Now the Fun Begins

14. WAIT- Not So Fast, How Will You Analyze All That Data?
https://martech.org/marketing-analysis-unlocking-power-descriptive-statistics/

15. Establish KPIs for Each Funnel Stage
○ Perception survey of target audience at start of
marketing plan, to be deployed again later for
comparison
○ Branded search terms
○ New visitors to website, blogs
○ Search Engine Optimization results
○ Impressions from digital ads (monthly)
○ Blog consumption metrics

16. Establish KPIs for Each Funnel Stage
○ Clicks and click-through rates (monthly)
○ Email opens, clicks
○ Content downloads
○ Social media likes, shares, follows
○ Primary conversions (form fills, phone calls)
○ Number of new leads

17. ○ New clients
○ Closing rate by channel
○ Monthly total revenue with YOY
comparison
○ Monthly new business revenue
○ Value of new business
Establish KPIs for Each Funnel Stage

18. - Cost Per Lead- how much it costs to get someone in the funnel
- Cost Per Acquisition- how much it costs to get a new customer
- Lifetime Value- how much the average customer spends of the course of
their lifetime
- Close Rate per Channel- what percentage of leads from each channel
convert to a customer
- Funnel Progression Conversion Rates- percentage of people that make
it to each funnel stage
- Marketing Cycle Length- how long does a lead stay in the funnel before
becoming a customer
Once Data is Flowing, The Absolute Key Metrics
Michelle Money

19. Most Growth Marketing Relies on Digital Marketing
Michelle Money
- It’s nimble
- It speaks to people where they are
- It generates data quickly
- It can be changed daily

20. CRM/MAP pixel records behaviors
Most Digital Efforts Result in Website Traffic
- Website should be optimized for user
experience
- Clear CTAs to capture lead information
- If website is not optimized, utilize
landing pages for capture
- LPs can be campaign specific
- Combo of web and LPs are used often
- Appropriate tracking and analytics
pixels should be deployed BEFORE
traffic campaigns begin

21. It’s All About Attribution
https://roswellatellis.com/patients/appointments/?utm_source=google&utm_medium=search&utm_campaign=rosewell_cancer
Tracked Phone Numbers

22. Web Traffic Strategy- Long and Short Game
● Use SEO for long term organic keyword rankings
● Use smart content to do this
● Buy traffic using smart paid techniques for short term
traffic
● Bid on keywords you rank low organically and that your
competitors rank higher than you for
Takes Time
Paid
(PPC)
Organic
(SEO)

23. Optimize Conversions Through Experimentation

24. Once You Fill The Funnel, Content is Key To Squeeze Down
Conversions
“LEADS” 90%
70%
20%
5%

25. Use Automation to Deliver Content, and Further Qualify Leads

26. Use Lead Scoring to Better Qualify Leads and Move Down

27. Use Nurture Sequences to Keep Leads Engaged
Smartsheet
- Form submit begins sequence
- Emails then follow in a timed
manner
- Scoring gets overlaid based on
behavior (opens, clicks, etc..)

28. Retention Strategies-> Use Automation
Smartsheet

29. Traffic Flowing, Funnel Filling, Leads Scored & Nurtured-> Data Time

30. User Journey From Entry to Conversion

31. Behaviors Beyond Conversion

32. Visualize and Analyze Data
https://app.gogrow.com/dashboard/106986

33. Generate Insights from the Analysis
SAMPLE REPORT

34. Iterate & Improve

35. Summary
○ Growth marketing looks at the whole funnel focusing on generating, nurturing and
closing leads (also retaining)
○ GM is a science, and therefore, constant experimentation is required
○ Establishing a data/tracking infrastructure before ramping up is essential
○ Generate digital traffic to your website using various methods that can attributed to
a source
○ Optimize each traffic source for conversions that place leads in the funnel
○ Use a scoring system based on behavior to advance leads down the funnel
○ Create nurture email/text series to consistently engage leads as they sit/move
through each stage of the funnel
○ Analyze all of the data focusing on what sources are leading to the highest closing
rates
○ Repeat, Grow, Repeat Grow

36. FAQs
○ Isn’t growth marketing just for tech start up companies?
○ What if we are using digital marketing techniques, but don’t have a real
infrastructure to capture and measure it. Is it to late for a growth
strategy?
○ All of this sounds very expensive, do I need a big budget so successfully
employ a growth strategy?
○ If I run a non-for-profit, does growth marketing still apply?
○ Is product marketing the same thing as growth marketing?
○ When should I look to hire a growth marketer or an agency that offers this
service?

37. THANK YOU!!!
chris.fasano@overit.com