Thread by @Neil_Lewis

What is #GrowthHacking and how does it differ from marketing?

This is a useful point 👇 - however, marketing encompasses many disciplines, from sales / account mgt through to direct response. So what does this tell us? 🧵

kevintpayne.com/building-a-gro…

1. The #Growth 'data driven mindset / culture' is no different from your direct response ('direct marketing' of old) team - however, the tools have changed - python replaces excel / access but dashboard software makes data accessible for non technical specialists too.

Regardless of technical skill, however, can your growth marketeers uncover which lever (or combination of levers) works best for your startup, in this season, at this stage of your #startup growth*?

(* You guessed it, it's a moving target)

The skill of deciphering 'what matters' depends on:

a. High emotional int. (able to both set firm goals and the flexibility to hear the insights needed to tear up the plan)

b. Curiosity - someone who keeps asking the question 'why' not just 'how'

c. Allowance to get it wrong

2. However growth marketeers / teams are more than direct response marketeers - they are also product developers.

In most #startups, that means they can work the software.

However, e-commerce startups need product innovation capabilities.

The key change since 2000 is that the means of marketing has moved from buying someone else's audience channel (via adverts, inserts, lists) to building your own.

So, the ability to manipulate the website / social media/ email / video channels is now a key growth skill.

However, where the 'product' is a digital experience (SaaS / platforms etc) this requires UX/ UI ability to help see the customer experience and to intervene where engagement is lost or where messages are missing.

This product manipulation skill is new to marketing teams.

3. The #GrowthHacking mindset is more on the side of risk - if a strategy fails, kill it quickly and replace.

The speed of interaction has changed from seasons / campaigns to weeks/ days and hours.

You can't plan the year, but you can plan to hack the year instead.

4. The #growthhacking range of skills is very broad, hence, it is likely that a growth team will consist of a few people - all of whom share common skills / knowledge, but where each has a particular ability in one of the key areas.

The good news is that all these skills can be learnt quickly and cheaply via @udemy etc...so, again, when #founders hire, look for someone with the desire to learn, but equally, do check that they aren't a course junkie and have a desire to act too.

Make it clear that you are looking for the levers of growth - typically impacting your #startup growth based on this formula:

Top of the funnel
x
Magic moments
x
Product

And then build a team of curious, action focused people who can track and integrate to success.

Whether you build your growth team with new / recent graduates or experienced direct response marketeers, look for the personalities that can learn, adapt & act.

Lastly, the tighter the team, the better the results. Find likeable people, give them a 'fun' budget. Set them free.

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