Clear, owned outputs.
- A funnel map with baseline metrics for each stage
- A scored experiment backlog (impact, confidence, effort)
- Test plans and results write-ups
- Lifecycle campaign improvements
- A monthly growth review and updated priorities
Growth marketing looks at the whole customer journey, from first visit to repeat purchase, and improves it through a steady run of measured experiments. Instead of one large campaign, you get a backlog of prioritized ideas, a testing rhythm and clear records of what was learned.
The problems Growth Marketing solves.
Funnel analysis and prioritized experiments across acquisition, activation and retention.
Acquisition costs are rising and there is little visibility into where the funnel leaks.
Sign-ups or leads arrive but don't convert into active customers.
Ideas for improvement are debated rather than tested.
Retention and referral are treated as someone else's job.
What Growth Marketing covers.
Funnel analysis
Mapping each stage of the journey and finding where most potential is lost.
Experiment design
Hypotheses, success measures and sample-size checks before a test runs.
Acquisition tests
New channels, audiences, offers and creative tested against a baseline.
Activation and onboarding
Improving the first experience so new users reach value sooner.
Retention and lifecycle
Email, in-product and remarketing programmes that bring people back.
Learning log
A shared record of every test, its result and what it means for the plan.
Growth marketing is a testing discipline.
Growth marketing looks at the whole customer lifecycle and runs small, fast experiments to improve the weakest stage.
- Funnel metrics
- Acquisition, activation, retention, referral and revenue, measured per cohort.
- North-star metric
- One measure that reflects the value customers get, used to judge experiments.
- Experiment backlog
- Ideas scored by impact, confidence and effort, with a regular testing cadence.
- Lifecycle messaging
- Onboarding, re-engagement and upgrade journeys triggered by behaviour.
- Unit economics
- Customer acquisition cost against lifetime value, so growth doesn't come at any price.
Why it's worth it.
Evidence over opinion
Decisions are based on test results rather than the loudest voice.
Compounding gains
Small, validated improvements across the funnel add up over time.
Lower risk
Ideas are tried at small scale before budget is committed.
When Growth Marketing is the right move.
- A SaaS product with steady sign-ups but weak conversion to paid plans.
- An e-commerce brand that wants more repeat purchases from existing customers.
- A business that has outgrown one-off campaigns and wants a repeatable growth process.
Technologies & platforms
- Google Analytics 4
- Mixpanel
- Amplitude
- Hotjar
- VWO
- Optimizely
- HubSpot
- Klaviyo
How Growth Marketing work runs.
- 01
Baseline
Agree the north-star measure and capture current funnel performance.
- 02
Ideate
Gather ideas from data, research and your team into one backlog.
- 03
Prioritize
Score ideas and choose the next set of experiments.
- 04
Test
Run experiments with clear success criteria and enough traffic to read them.
- 05
Learn
Record results, roll out winners and feed learning into the next cycle.
Growth Marketing questions.
How is growth marketing different from performance marketing?
Performance marketing focuses on paid acquisition against cost targets. Growth marketing covers the whole journey, including activation, retention and referral, and uses experiments to improve each stage.
How much traffic do we need for experiments?
Enough to read results with reasonable confidence. With low traffic we favour larger changes, qualitative research and longer tests, and we say so when a test can't give a reliable answer.
Do you need access to our product?
For activation and retention work, yes — at least analytics and a test account. Access is scoped to what the experiments need.
Talk to us about growth marketing.
Send us your current growth marketing plan, or the problem you want it to fix. We'll reply with what we would do first and why.