About this course
Did you know HubSpot, IBM and Quickbooks all use the exact same process to run their marketing teams?
The way high growth companies define objectives, come up with ideas, prioritise activities and run campaigns is exactly the same.
This process is known as growth marketing, and we've spent over a year analysing every aspect of this process to help marketing teams like yours focus on the stuff that really matters.
The Marketing Machine That Fuelled HubSpot's Growth
HubSpot is one of the fastest growing software companies of all time. Founded in 2006 it grew to a valuation of over $100 million nd a New York Stock Exchange listing in just 8 years.
- HubSpot's Marketing Machine
- How process is more important than tactics in a growth marketing team
- Growth marketing intro video from Brian Balfour
The 6-Step Marketing Growth Process
Growth has nothing to do with tactics and has everything to do with process. Understand the 6-step marketing growth process.
- How to quantitatively prioritise marketing activities
- Agile marketing experiment design
- Creating repeatable growth playbooks
Setting Growth Marketing Objectives
Regardless of its size or budget, every marketing team faces resource constraints. What distinguishes great teams from good teams isn’t fewer constraints but an unwavering focus on only those activities that directly drive business value.
- Preventing prioritising outputs over outcomes
- Introducing Objectives & Key Results (OKR) framework
- Understanding input metrics versus output metrics
Coming Up With Growth Ideas
Ideas are the leading input to the entire growth marketing process. The best way to ensure a steady pipeline of ideas is to democratize the ideation process.
- Idea discovering skills (observing, questioning, connecting, networking)
- The need for unconstrained ideation in modern marketing
Submitting Your New Growth Idea
Growth experiments follow the exact same scientific method that has been in use since the 1600s, starting with the hypothesis.
- Every idea should have a single hypothesis statement that is clear, concise and provable.
- Gathering qualitative and/or quantitative data to support your hypothesis
- An example growth idea hypothesis
Prioritising Your Marketing Ideas
No one, no matter how experienced, can predict which of your marketing ideas will work and which won’t yet most companies rely on opinions and archaic decision processes to place bets on a handful of unproven ideas.
- The importance of avoiding low impact work
- How to quantitatively score your marketing opportunities
- The most popular scoring frameworks (ICE, RICE, HIPE)
Designing An Agile Marketing Experiment
There are no magical ideas or silver bullets in marketing and so your team must learn to avoid becoming overly invested in an idea outcome.
- The importance of thorough experiment design
- The Minimum Viable Test. A core principle and lean startup and design thinking that can equally be applied to marketing opportunities.
- Running marketing experiments in 4-week or 6-week cycles
Building An Always-On Marketing Flywheel
How the principles of compound interest apply to success in marketing.
- The problem with traditional marketing campaigns
- 4 examples of always-on marketing systems (content marketing, referral programmes, email marketing, marketing engineering)
- The characteristics and benefits of building a marketing flywheel