Growth hacking · Marketing

Why is there so much noise with growth hacking? How do you find a good growth hacker?

Luigi Guarnieri Sales Support Cash&Carry presso Esprinet Italia

November 29th, 2016

I’ve been reading a lot lately about marketing and since I am a beginner in this whole area of expertise I learn a few new words and expressions every day. I am not sure if this sounds familiar to some of you.. The last expression I came across is “growth hacking” which is, as far as I saw, very popular in the startup era we live in. Growth hackers should be somewhere between marketing experts, engineers and product managers. What is the thing with them? Are there really professionals with such broad knowledge? How do you find them?
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Lisa Lefebvre Executive marketing strategist with expertise in launches, re-launches and Elites

November 30th, 2016

As a marketing strategist, I've studied growth hacking methods and have found that growth hacking is simply a version of Direct Marketing 101 -- which is test, test, test.  Digital communications allow for this to happen in a much more rapid and iterative process than in the days of direct mail.  Even viral loops, a key concept in growth hacking, are a form of referral marketing -- an old school direct marketing concept.

But just because Growth Hacking is a riff on Direct Marketing principles doesn't mean it's a fad or useless.  The principles are still valid and useful, going a long way to help fine tune product offerings and campaign communications.  Any new start up should familiarize itself with the concepts, and put them to work to help drive scale.

Nishith Gupta

November 29th, 2016

Hi Luigi,

I will try to address this owing to my experience in managing multiple products in internet and digital domains.

"Growth Hacking" is a term coined first by Sean Ellis (founder of GrowthHackers.com). However rather than talking here about jargons, what I have realized based on experience is -
Growth hacking is all about experimenting with multiple ideas in a way which can be measured against a clearly defined goal (that goal generally is an improvement of any of the important metric). 

So one simple example of growth hacking is say your business sends out newsletters every fortnight. So two goals probably around your newsletter would be to always better the open rates and then the click through rates (say you have some links in that newsletter). Now in a growth hacking culture, you will need to always innovate with headlines, content layout, placement, theme to determine what combination is working for your target audience. Startups focus on this bit more rather than following a set pattern of newsletter. 

So in real scenario, it need not be that one person has to be expert in marketing, tech and product. I bet not many will say that they are expert in all these :)

To get more details, you can check my post here - https://www.linkedin.com/pulse/demystifying-growth-hacking-nishith-gupta?trk=prof-post

Best,
Nishith

Dr. Miller Cannabis consultant to w/c insurance companies.

November 29th, 2016

Growth hacking is another identification term used to set ones self apart from everyone else in marketing. To grow a business, you need all marketing bases covered...The most important thing to start with is the end. Where do you want to go, who is your audience, who influences your audience? Then reverse engineer your plan from there..Who best fits those criteria to get your product and service in front of your audience...Once your figure that out, the most important part is the strategy. Then be prepared to act like a small fighting force, adapting to every challenge. Move quick. surround your competitors and just be the loudest one in the crowd of yelling people...

Dr. Miller Cannabis consultant to w/c insurance companies.

November 30th, 2016

The answer I provided was based on my work with Carnagie Mellon Univ, and of The Mar's Landing Project documented so well by Norman Seeff's Triump of a Dream.