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Growth marketing helps companies move away from the big bet culture of traditional campaigns and brand marketing practises in favour of a rigorous process that guarantees impact and predictable results. In this article we explore how it helped HubSpot become one of the fastest growing software companies of all time, and why you may wish…

The 6-step growth marketing process “If you can’t describe what you are doing as a process, you don’t know what you’re doing.” W. Edwards Deming The HubSpot team adopted the 6-step growth marketing process below in order to maximise progress towards marketing goals: Research – perform ongoing customer research Gather – gather insights to generate…

The first stage of every single growth marketing framework centres around customer research in order to explore and gather high quality growth experiment ideas. If you want to have good ideas you must have many ideas. Most of them will be wrong, and what you have to learn is which ones to throw away. Linus…

In 2009, having recently expanded operations from San Francisco to New York, AirBnB were failing to increase bookings and were heading towards bankruptcy. The founders went to New York and spoke with hundreds of hosts in a last ditch effort to save the business, and came away with a hunch. The hunch was turned into…

What is a prioritisation framework? Prioritisation frameworks are used by product teams, growth teams and marketing teams to prioritise high impact work and projects. They work by taking into consideration a number of different factors relating to discrete pieces of work and generating a score which can be used to evaluate priorities. In economics, one…

You may have come across the term minimum viable test within the context of lean and agile methodologies. A minimum viable test is the antithesis to the traditional, everything-at-once, waterfall approach to marketing project delivery. This more agile approach is the fastest way to get feedback from customers and prospects and should be the foundation…

Focus on learnings over results Every experiment results in 1 of 3 outcomes: Winner Loser Inconclusive However, building a culture of experimentation isn’t just about getting a success or fail. Every experiment is an opportunity to learn more about your customers and successful growth teams understand the more they learn about their customers, the more…

Why Run SEO Experiments Search Engine Optimisation (SEO) is the process of improving your website to ensure that when a potential customer searches for what you have to offer, you are one of the top results on their favourite search engine. When it comes to SEO, companies tend to implement a set of SEO best…

The weekly growth team meeting is the most critical activity for ensuring you get results from your growth marketing process. However, the larger the team, the higher the cost opportunity cost of holding the meeting. Bringing together a team of 5 people for a 60 minute meeting, with 15 minutes of disruption either side of…

An introduction to compound interest Anyone familiar with the world of pensions and savings will be familiar with the concept of compound interest. Gains in your investment are reinvested, over and over again, typically on a monthly or yearly basis. Compound interest, where the gains are continually reinvested each year, results in significant gains over…

3 reasons a marketing audit might be a good idea We tend to find people look for a marketing audit for one of three reasons: 1. To get an outside perspective In-house marketers can easily become accustomed to particular ways of doing things, leaving potential improvements and quick-wins neglected or ignored. An independent, outsiders perspective…

Airtable for marketing Airtable is an incredibly versatile tool for marketers, and includes pre-built marketing templates for everything from tracking content operations and campaigns, to social media planning, event planning, editorial calendars and more. Additionally there are a number of pre-built template for growth marketing and experimentation management, including one of our own: Name Owner…

Want to learn from the world’s best growth marketing experts? Below is our list of the most influential and best growth marketing professionals to follow in order to stay informed about new growth marketing trends and tactics. Each summary includes a bio, links to Twitter, LinkedIn, personal blog, published books, well-known articles, famous quotes, newsletters,…