What is Growth Marketing?

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A lot of people are actually getting annoyed at the term “Growth”. They just think it’s a fancy term added in front of the word Marketing to create some differentiation.

We believe however, that there are huge differences between Marketing and Growth Marketing.

For the sake of this article I will only focus on Growth Marketing today. Below I am going to list 2 important aspects of Growth Marketing:

The 2 Aspects of Growth Marketing:

1) Growth Marketing is data driven

Data will inform strategy and enable the Growth Team to create testing roadmaps for each stage of the marketing funnel (AAARRR).

Growth Marketers will invest a lot of their time into data analysis and be using numbers to inform their decisions.

What does this even mean?

In short: all marketing activities will be backed up by data and based on clear assumptions.

These are some of the questions growth marketers would ask before diving into the data:

  • Have you already ran marketing activities?
  • What has worked so far?
  • What hasn’t worked so far?
  • Which landing pages are working best?
  • What is the current conversion rate?
  • What is the current CPA?
  • …many more…
  • …most importantly…could you please grant me access to your Google Analytics?

Growth Marketers would then dive into your Google Analytics (or similar) and “swim in data” for a few hours/days.

The aim of the “swim” is to come back with valuable insights (assuming that your Google Analytics account is tracking activity correctly and showing conversions under the form of goals).

They would then be looking at:

  • Sources and mediums
  • Conversion rates
  • Best performing landing pages
  • Drop offs within the flow
  • much more

This would enable them to come up with a list of potential growth opportunities.

For example:

Insights might show that most of the website traffic is going to a page that has a huge drop off.

This would certainly raise questions around:

  • Quality of traffic
  • Relevancy
  • Landing page optimisation (A/B testing)
  • more…

These questions would generate ideas around optimisation tests, e.g., increase quality of the traffic (by improving the campaign targeting for example) or optimising the landing page to reduce the drop off.

I could go on forever.

2) The Marketing funnel

I swear, I will be more concise this time! Apologies, I got carried away.

Traditional Marketing tends to focus marketing activities around the top of the funnel.

Growth Marketing however will be focusing on every stage of the funnel with the aim of optimising the whole flow.

This image should give you a good idea of what I am on about:

Basically, Growth Marketers will not only be focusing on running awareness and acquisition campaigns.

They will also be looking at optimising conversion rates across multiple sections of the website/app through landing page creation and A/B testing.

They’ll be working on retention, to generate repeated business and increase LTV (life time value), through email, sms, retargeting and more.

Another very important aspect is the Referral side of things. Growth Marketers will be creating referral campaigns to increase acquisitions and boost your ROI.


A Growth Marketer is a true legend! Pretty much a Marketing God!

If you would like to have a chat around this amazing topic click here!

May Growth Be With You!


The Growth Hustlers team are a team of highly skilled cross-disciplined technical marketing experts. I’ve worked with them on multiple projects at different businesses and they always bring a level of expertise and energy that ensure the impact is rapid and significant. Specifically the value they add with Data Strategy and Marketing Automation workflows has really empowered my team to be truly data driven.

Duncan McKenna,
Head Of Growth

The Growth Hustlers are highly skilled analytics consultants with a wide knowledge of applicable technologies and a determined attitude. They have been invaluable in helping our growth team access the data they need. After an accurate audit of our current analytics and the implementation of new views and goals the growth team can finally make decisions based on clean data enabling us to optimise paid acquisition campaigns and focus on the channels that are performing best.

Rob Imonikhe,

Giovanni & his team have been absolutely great. They started by setting up our web analytics stack. We now have full visibility of activation and acquisition events on Google Analytics. This has enabled us to make data driven decisions based on the performance of our digital marketing activities. They’ve also drafted a Marketing Automation Strategy which will play a key part in reducing drop offs in our acquisition flow. Finally, they have been working on Paid Acquisition Testing on LinkedIn and Adwords. Ambie is looking forward to carry on working with them in the following months.

Gideon Chain,
Founder & CEO

The team at Growth Hustlers were instrumental in developing the inploi data infrastructure and marketing automation engine. Marketplace liquidity and user engagement are critical to the success of any product seeking to efficiently match supply and demand. With the help of The Growth Hustlers we were able to develop a complex growth stack that has enabled us to rapidly scale our marketplace without having to increase the size of our team or compromise our user experience. Technical know-how and deliverables aside, they are a great bunch to work with!

Alexander Hanson-Smith,
Co-Founder & CPO

The Growth Hustlers are a great team of talented growth marketers. They helped us deploy a solid analytics framework which enabled us to easily distinguish marketing efforts between our App and our Website. Their team added great value across CRO and paid acquisition testing, thanks to very well structured experimentation roadmaps. We were also very impressed with their workshop skills. In short, the learnings acquired through their data focused experimentation helped us improve our App and Website flows.

Alexander Hanson-Smith,
Co-Founder & CPO

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