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Mini : What is growth?
Growth isn't always a process to ensure ads are well done and properly targeted. It is a complicated and nuanced journey.
We are in the business of growth. But growth isn't always a process to ensure ads are well done and properly targeted. Growth is a journey that is way more complicated and nuanced. As a holistic partner, we have encountered a couple of growth scenarios that go way beyond what most people assume a growth agency can do.
Sometimes growth is:
Connecting tech infrastructure and tracking: It isn't easy to build the proper data infrastructure that would allow your product to grow without breaking. Eventually, something in the backend will fail, and no matter how many leads you can capture, if there isn't a proper data infrastructure to understand where they are in the funnel, your demand generation won't work correctly. Sometimes, going back to basics to establish common definitions of the different lead stages between teams (usually sales and marketing), and connecting all of the marketing operations infrastructure is the first thing to do to help a client grow.
Helping clients figure out their PLG model: The beauty of most PLG models is that people get to try the product before they commit. One of the product team's primary jobs is determining which features should be free-to-try and which ones are exclusively available after the paywall. Sometimes, growth means helping product teams create a better user experience (overlapping in dimensions such as UX, UI, Product, and Dev).
Building an SEO content library that converts: Educating audiences on what a new brand, product, or category does is always challenging, even more so if you try to grow via ads. Sometimes, we go back to basics to grow and help our clients create foundational SEO content that solves current problems and searches, driving traffic and contributing to their growth.
Analyzing sales calls. Most companies have a record of their sales calls full of untapped potential and raw customer information. Listening and analyzing these calls can dramatically inform and improve ad efficiency. From them, we learn some common objections, the primary triggers for purchase, the right words that would resonate the most, etc. This informs our copy, creatives, and overall processes that help our clients build a predictable pipeline. Understanding the human behind the data allows us to differentiate what our clients do for their customers. This is a quick win every brand should pay attention to.
Running interviews to find insights. Some teams think they know their audience better than they do. Their interviews may be too old, they only rely on data, or they have yet to talk to their customers. These conversations help us improve processes and growth by finding the insights to strengthen copy across multiple touch points (ads, landing pages, product, etc.), ultimately helping them grow. Occasionally, these conversations also shed light and valuable information for other areas, such as sales, CX, product, etc. Qual research is, in fact, a massive differential in performance marketing.
Doing brand lifting and performance creatives that convert. Marketing requires a balance between art and science, and ensuring people see the right thing multiple times does not guarantee good results. Brands need fresh air regarding their ad design, trying a couple of different colors, a new format, or better alignment between their copy and creatives is the way to build high-converting performance creatives.
Being upfront and telling prospects they are not ready for an agency. We believe in being caring, committed and curious, and we approach every sales call with this mindset. That means letting early-stage B2B SaaS companies know they may be better off building the right foundational marketing team in-house. Without an internal stakeholder that understands marketing and has a clear overall vision of the company's objectives, it makes no sense to hire an agency. Sometimes, companies may be too early to consider bringing outside partners to help them build demand-generation functions. We help these prospects by pointing them to consultants on our network that could help at a more affordable price point, or we recommend talented marketers we trust would be a good fit for the role.
What does growth mean for your product?
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