1.
positivehuman.co
WHAT IS
GROWTH
MARKETING?

2.
Source: positivehuman.co/mp/what-is-growth-marketing
WHAT IS THE
CUSTOMER
JOURNEY IN
MARKETING
TERMS?
Awareness
Unaware > Most Aware
Acquisition
Trying it out
Activation
Engaged users
Revenue
Paying for the product
Retention
Sticking around for longer
Referral
Telling others

3.
Source: positivehuman.co/mp/what-is-growth-marketing
Awareness
Unaware > Most Aware
Acquisition
Trying it out
Activation
Engaged users
Revenue
Paying for the product
Retention
Sticking around for longer
Referral
Telling others
TRADITIONAL
MARKETING
GROWTH
MARKETING

4.
Source: positivehuman.co/mp/what-is-growth-marketing
Awareness
Unaware > Most Aware
Acquisition
Trying it out
Activation
Engaged users
Revenue
Paying for the product
Retention
Sticking around for longer
Referral
Telling others
GROWTH
HACKING
GROWTH
MARKETING

5.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
AWARENESS
Taking a potential
customer from
unaware to most
aware
FOCUS ON:
Being clear about value
propositions
Aligning yourself as a good
solution to your potential
customer’s problem
Guide them through their
journey from being unaware
to most aware

6.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
ACQUISITION
Helping a user get
started with your
product
FOCUS ON:
Making it easy for a new
user to get started
Using any channel at your
disposal to acquire new
customers
Attempting to filter out
low value signups from
people who are not serious

7.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
ACTIVATION
Creating engaged
users who are likely
to buy
FOCUS ON:
Identifying areas that
cause bottlenecks for users
Creating educational content
to help users get the most
out of your product
Sending engagement campaigns
via email and SMS to users
who are dropping off

8.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
REVENUE
Getting paid for your
work
FOCUS ON:
Think about the checkout
process and messaging
Ensure your pricing model
is clear to users and
communicated well
Manage key metrics like
CAC, ARPA/ARPU and how they
feed into MRR

9.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
RETENTION
Keeping your
customers on board
and happy
FOCUS ON:
Projects that will drive
increased adoption
Clear communication around
the value that a customer
has received from you
Understanding why customers
who don’t renew made their
choice

10.
Source:
positivehuman.co/mp/what-is-growth-marketing
CUSTOMER JOURNEY
REFERRAL
Getting your
customers to share
your product
FOCUS ON:
Collecting testimonials,
case studies and quotes
Building well aligned
incentives for customers to
actively refer to you
Keeping your CAC figures
updated when new customers
join via referral

11.
positivehuman.co
KEY GROWTH
MARKETING TERMS
EXPLAINED

12.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
MONTHLY
RECURRING
REVENUE
The amount a customer
pays you on a recurring
basis — usually without you
needing to invoice them
manually.
Most people track the total
MRR i.e the total amount all
their customers pay them
each month.
MRR

13.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
ANNUAL
RECURRING
REVENUE
The recurring revenue
added by a customer, a
segment or all customers on
an annual basis.
Some people prefer to
include only annual
payments in this, leaving out
customers who pay
monthly.
ARR

14.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
CUSTOMER
ACQUISITION
COST
The average amount that
you spend to acquire a
paying customer.
Should include
marketing salaries,
software as well as ad
spend etc.CAC

15.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
LIFETIME
VALUE
The average amount
that a customer pays
you across any given
period.
Most people choose the
entire lifetime. Some
people track quarterly
or annual figures too.
LTV

16.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
PAYBACK
PERIOD
The amount of time that
it takes you a customer
to pay you back your
entire CAC.
Once they’ve done that,
they’re a profitable
customer.

17.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
RETENTION
RATE
The percentage of paying
customers who allowed
their billing method to be
charged a second or nth
time.
Some people track
retention of free users too.
Do what suits your
business goals.

18.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
CUSTOMER
CHURN
RATE
The percentage of customers
who didn’t make it to a
following stage in the funnel
because they stopped using
the product for some reason.
Churn happens at every
stage of the funnel but most
people refer to churn in
relation to paid renewal.

19.
Source:
positivehuman.co/mp/what-is-growth-marketing
GROWTH MARKETING TERMS
REVENUE
CHURN
RATE
Percentage revenue churned.
Similar to customer churn
rate except that in a tiered
pricing model different
customers pay different
amounts.
Losing an enterprise
customer costs you more
than a single user.

20.
positivehuman.co
LEARN MORE ABOUT
B2B SAAS
GROWTH MARKETING
AT POSITIVEHUMAN.CO