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How do you incorporate experimentation and A/B testing into growth marketing strategies?

Matt Henderson

Sentry Director of Growth | Formerly JumpCloud • 1mo

We use an internal tool built on Plausible API. We have it track before/after tests automatically, and use a skill in our website PRs to set up tests for us when we chang...

359 Views

How do you measure and track the success of growth marketing efforts?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

How we measure if growth marketing’s actually working:First off, know what you're aiming for — more signups, better retention, more pipeline, whatever. Make that clear up...

845 Views

When breaking into a new target audience what are the first channels you look to develop?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2mo

The channels depend on the target persona! Is your persona a developer, an IT manager, or a CXO? All these people may hang out at different places and prefer different mo...

338 Views

What constitutes a great working relationship between growth marketing and product marketing?

Also hi Delaney!

Delaney Hertlein

AssemblyAI Senior Director, Growth & Demand Generation • 1y

Alignment on goals! The best working relationships I've had with the PMM side of the house is when we are able to keep an open dialogue about what our shared marketing go...

2,097 Views

What is the difference between traditional marketing and growth marketing?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

Traditional marketing is more like "let's get our name out there." So think of big campaigns, billboards, TV ads, magazine spreads. It's not super personalized, planned i...

796 Views

What are some key components of a successful growth marketing strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

Some key components of a successful growth marketing strategy consist of clear goals and metrics. At the core of growth marketing is the ability for testing, analyzing, a...

1,273 Views

How can one identify the right target audience for growth marketing initiatives?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

I believe you need to identify your target audience before you can be successful in your growth marketing initiatives, especially if you are working with a budget. There ...

1,121 Views

What stages of the funnel are incorporated into an effective growth marketing strategy?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2mo

Growth marketing works across the full funnel – attract, engage, retain and advocacy. While there are teams/organizations which focus primarily on the customer acquisitio...

352 Views

What do you do to keep sales and marketing aligned on messaging?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2mo

When marketing and sales are aligned; they accelerate customer acquisition and overall business growth. Alignment towards shared metrics and regular cadences/feedback loo...

378 Views

How much weight do you put on nurture vs. lead capture?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2mo

Both strategies are important and part of the overall funnel. Lead capture is part of the top of the funnel and the art+science of nurturing those leads helps to convert ...

376 Views

What qualities or skill sets are needed to become a successful growth marketer?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 1y

Growth marketing is a field which requires one to be constantly on their feet. So the biggest quality in someone should be adaptability to change and ability to react qu...

1,258 Views

What is a good approach to structuring a growth marketing team?

Pamela King

YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 8mo

A growth team can vary by brand and company size. If I were to stand up Growth team, these are the core functions I would want to partner with:A growth lead or strategist...

462 Views

What role does content marketing play in driving growth, and how do you develop effective content strategies?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

Let’s be real, content is how people find you, trust you, and eventually choose you. Not by being pushy, but by being helpful.Good content pulls folks in, teaches them so...

835 Views

What KPIs and metrics can you recommend to use to measure the demand generation function + content marketing function?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2y

What is the objective that you want to drive? Is it customer acquisition? Is the top of your funnel healthy, but conversions aren’t? Are you looking at optimizing cost an...

1,325 Views

What are some of your favorite promotional ideas when launching new content pieces?

Delaney Hertlein

AssemblyAI Senior Director, Growth & Demand Generation • 1y

There are so many ways to amplify content. Here’s a mix of tried-and-true tactics along with some of my personal favorites:Social MediaCompany Posts: Schedule a series of...

739 Views

With an increased focus on retention and expansion in SaaS, what types of tactics do you think are easily transferred from demand generation teams that traditional focus on new business?

Delaney Hertlein

AssemblyAI Senior Director, Growth & Demand Generation • 1y

Great question! My answer depends on where you believe field marketing fits within the org. In every role I’ve had, I’ve owned that function and in my opinion, field mark...

731 Views

How do you identify and prioritize growth opportunities for a business?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I see this process as dynamic, as it should evolve based on business goals. Furthermore, this process should be approached with an experimentation lens. Here are a few qu...

331 Views

What growth strategies can be used to increase customer lifetime value?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

One growth strategy I highly recommend to increase customer lifetime value is segmentation. The more we can address a customer’s specific needs, the more impactful the re...

1,267 Views

What is the difference between growth marketing and demand generation?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

Growth marketing and demand generation are both essential facets of a comprehensive marketing strategy an while there are some similarities, they focus on different areas...

2,233 Views

What things in your marketing strategy would change if you move your GTM motion from sale-lead to product-led?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

Switching from a sales-led to a product-led go-to-market (GTM) motion is a significant transition that necessitates adjustments across various facets of your marketing st...

1,633 Views

How do you approach customer acquisition and retention in growth marketing?

Joann Guo

Spotify Associate Director, Growth Marketing • 2y

In growth marketing, our strategy revolves around addressing the entire customer journey funnel, encompassing both acquisition and retention efforts. While our primary fo...

1,168 Views

What role does community engagement play in growth marketing?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

I've engaged with this in my past organization and really it builds trust and loyalty, drives word of mouth, provides direct feedback, boosts retention, supports content ...

490 Views

What role does data analysis play in growth marketing, and what tools or techniques are commonly used?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

Why data matters in growth marketing (and how we actually use it):Make smarter calls – data shows what’s working and what’s just burning budgetUncover hidden wins – somet...

1,024 Views

What are the key strategies and tactics used in growth marketing?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

Growth marketing is all about smart, steady growth across the whole customer journey. Here’s a quick rundown:Keep testing stuff: A/B tests are your best friend. Track wha...

1,214 Views

How do you show the value of investing in SEO to other departments and stakeholders since those types of tactics don’t have instant payback?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

In order to show the value of investing in SEO, you must set expectations from the beginning. You need to convey the narrative that SEO is a long-term investment, likely ...

766 Views

Virtual vs Live Events, What is currently working well/not well for you and what are your plans going forward?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

To a degree this remains trial and error / a bit fluid. However, we are seeing that not over-relying on one form vs. another is the best approach. For example, webinars u...

2,158 Views

What are some cost-effective growth marketing strategies for startups?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

There are indeed ways to pursue cost-effective growth marketing for startups! The key here is not only what is cost-effective but also what delivers an impact on the desi...

1,140 Views

How often should you revisit your definition of a Marketing Qualified Lead or Marketing Qualified Account?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Revisiting your definition for Marketing Qualified Leads (MQLs) and Marketing Qualified Accounts (MQAs) is a best practice. This will largely depend on your business goal...

473 Views

Can you share examples of successful growth marketing campaigns or initiatives you have implemented in the past?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

One example I can share is what I would consider an SEO (organic) growth loop. We devised a plan to create pages targeting the names of viruses that users commonly search...

779 Views

If you have a low converting website and need to hit your performance numbers quickly, do you think it’s better to focus on driving more traffic or optimizing pages for conversions?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I would definitely focus on optimizing pages for conversions. This is a better use of your time and will have both short- and long-term benefits. Why? Firstly, it is a mo...

324 Views

Do you think it’s possible to have an Inbound program and an ABM program working at the same time or do you need to pick one strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Yes, I absolutely think the two programs can run simultaneously and will actually be complementary. An inbound program and ABM can work in synergy.Ultimately, the approac...

747 Views

How do you measure the effectiveness of attending trade shows and conferences?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Trade shows and conferences have a track record of being successful, assuming a moderate cost. How you measure effectiveness largely depends on your goals for attending t...

780 Views

How to target different personas from a point where they are present to digest?

I have divided my messaging in 4 parts - Founder - C-Suite - Mid Managers - Mid WorkForce I have not created marketing assets though, how do I go about making them and placing them too. I could have - pitches - Automated responses - Long form/case studies - Blog/presentations - Website - Social media - Emails - Ad banners - Video How do I target each category of people?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Ultimately, it comes down to meeting your customers where they are. This is critical. This can also differ depending on the persona. Here are a few tips to get started:De...

707 Views

Demand Generation Strategy · Growth Marketing Strategy