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🔥 Here are the most important things you should know about growth marketing and modern user acquisition tactics.
As a growth agency, we have executed campaigns for some of the fastest-growing tech companies in the world. Here are the most important lessons we learned along the way.
Start with our popular “38 laws of growth marketing”, and—if you feel inclined—continue with a 7-part set of articles that we originally sent as an email course. Together, they are a great way to get up to speed on modern growth marketing practices.
1️⃣ The 38 laws of growth
If you want growth, you need the right foundations. We’ve found that lots of companies barely grow either because founders don’t really make it a priority, or because they don’t know how to apply their effort effectively.
We have collected the most important 38 laws that we’ve learned while working for some of the fastest-growing tech companies.
2️⃣ Wartime CMO
Once you have more users, more revenue, and more brand equity, all other problems become much easier to solve. Faster growth solves (nearly) all problems.
Growth and distribution should be your top priority because getting users is harder than it seems. It is poor distribution—not product—that is the number one cause of startup failure. Prioritize accordingly.
3️⃣ Systems, not hack
Not all growth is created equal. Some growth is temporary, while other growth lasts. Growth marketing is about unlocking structural, compounding growth.
Losers are forever attracted to shortcuts, "growth hacks". Forget about that. The essence of growth marketing is to build systems that drive user acquisition, activation and retention at scale.
4️⃣ Front loading value
To “provide value” means to help people become successful in their lives. People like to engage with others that can help them to be more successful, even if it’s a company. The cool thing about modern marketing is that we can provide value to millions of people, whilst doing the work only once.
5️⃣ Sell the worldview
The most profound way to provide value, is to help people see the world differently, and understand it better. Perspective shifts help people be more successful in their lives. People hate it when a marketer is pushing a product, they love it when they can get a new perspective on how the world around them works. Once they subscribe to your worldview, buying products from you will feel obvious.
6️⃣ Secret weapon
No matter what channels and systems you use, you still need to earn attention and convince people to buy your product. This makes copywriting—the art of writing to drive conversions—the single most important skill in marketing, by far.
7️⃣ Rabbit story
Growth loops are the framework that AARRR should have been. Your acquisition system generates traffic and drives it into the sales funnel. The funnel turns cold traffic into excited new customers and engagement and retention systems help the customer get as much value from the product as possible. That can then generate three things: revenue, referral opportunities, and user-generated marketing assets.
Crucially, these things in turn feed your acquisition system again (!!): revenue allows you to buy paid ads, referrals invite new users, and user-generated content can rank for SEO. That’s how growth loops work, and is the essence of growth marketing.
8️⃣ Perspectives, not tactics
A collection of reframes give you a new way to view the world. Good examples: Elon Musk, Naval Ravikant, Seth Godin, Warren Buffett, Tony Robbins… but also Hubspot, Apple, Microsoft or Salesforce. Each offers a clear path to solve a complex question about the world around us. When you choose to view the world through their lens, you might end up purchasing products that go along with the worldview. Sell a worldview, and the product sales will follow.