What Is A Growth Marketer?

Growth marketers are data-driven pros who work tirelessly to find innovative ways to drive user acquisition, keep existing customers engaged, how to retain them for years, and ultimately turn them into brand advocates.

In other words, growth marketers are master experimenters at every stage of the marketing/sales funnel. And they work closely with the whole business to gain better insights and results.

As renowned growth expert Andy Johns said: “If finance owns the flow of cash in and out of a company, growth owns the flow of customers in and out of a product.”

Sales Funnels Have Layers

Growth marketers are constantly tinkering with ads, tweaking website pages and testing hypotheses, all in the interest of increasing dollars generated by any means possible. Growth marketers are unrelenting in their pursuit of gains, both big and small.

Where The Term Originated

The term Growth Marketing was officially born out of Eric Ries’ book, The Lean Startup. The concept of growth marketing was around much before the book was published in 2011.

The Lean Startup teaches entrepreneurs to:

• Be hyper-efficient with resources in order to make the most viable business decisions. Regardless of how little your resources are, make the best of what you do have to gain even more. 
• Run small experiments all the time. Even though 9 out of 10 of your experiments may fail, finding the one that succeeds may make your business grow 10X faster.
• Learn and react to the customers’ behaviors constantly, iterating to make sure that you are always marketing in the most effective way possible. Study and seize trends in consumers sentiments, needs, and purchasing habits.