Have you ever run into street hustlers?
They either try to sell you something, or get you to spend money on a card trick or whatever else.
You could learn a thing or two from them.
In general, hustlers and con men make for great stories and movies but…
…Their “tricks” involve shady ethics at best and criminal activity at worst.
Still, you could really learn something – as long as you stay on the ethical side of it all.
Few teams will have as much impact on your marketing as sales as a Growth Team will.
If you want to see exponential and predictable results from your marketing, you need one.
Getting that is more about timing and context than anything else.
For that, your team will make it or break it.
So, how and when do you build one?
Let me ask you something.
And I want you to be completely honest.
The question to you is: Do you know how your customers buy?
I don’t mean if you know the features and benefits of your software – I’m sure you do.
And I don’t care if you know how to answer every objection.
No, all that’s par for the course – but I’m interested in knowing if you know how, why, and when your customers purchase your software.
Do you know what you’re doing with your marketing?
Do you know the “How” and “When” of implementing growth marketing strategies and tactics?
If your work revolves around increasing leads and sales, the struggle is not about “If” you should use high-growth marketing, but more about “When” you should.
For many, the challenge facing anyone responsible for achieving growth via marketing is understanding where you are right this moment – and acting accordingly.
As a CMO, VP of Marketing, or anyone in Marketing, it’s not a question of “If” or “How” anymore, it’s a question of “When”.
You’re not going to win the “marketing lottery” with a campaign that generates hockey-stick growth.
You will probably never go “viral” or be a YouTube sensation.
The days of global vitality is largely over, as channels are becoming more fragmented and niche, while simultaneously disappearing.
For a B2C company, you don’t want to go viral anyway – you want bursts of growth that gives you momentum and vitality does not.
For a B2B company, your target market is not big enough – and that’s a good thing.
But you can, actually, achieve “hockey-stick” growth.
If you’re a B2B software/tech company, how do you go from traction to scale?
That’s a big question that can’t be answered in one, single blog post, but the start of a solution comes down to:
There are a few more points that I’ll leave for now, but that’s where you need to begin.
Now, whether your team consists of 1 or 10, and anything in-between, before you start publishing lead magnets (whitepapers), populate your site with landing pages, and push PPC in classic omni-channel flair…
Direct mail, as a marketing tactic, went out of style for a while.
The reasons why are understandable, but mostly a result of people doing it wrong.
The effectiveness of it hits a point of diminishing returns once you try to do it at too large of a scale.
But done properly, by keeping to these strict guidelines, it can reap immense rewards:
I don’t always post on Twitter, but when I do, I use the shotgun approach.
Recently I started firing off questions and comments regarding the term “growth hacker.”
I’m not a huge fan of that label — I prefer “growth marketing” — but have made peace with its existence and usage.
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