Growth Marketing Strategy
https://www.reforge.com/blog/marketing-is-more-than-growth
https://www.digitalmarketer.com/digital-marketing/digital-marketing-strategy/
https://forgetthefunnel.com/resources/saas-radically-stand-out-louis-grenier
Comprehensive Audit: Offer an in-depth analysis that covers marketing channels, customer acquisition strategies, retention efforts, and use of data/analytics.
2. Actionable Roadmap: Provide a detailed, step-by-step growth plan, not just recommendations but also timelines, key metrics, and priorities.
3. Tailored Approach: Ensure that each audit is customized based on the company’s size, industry, and specific growth stage to make it highly relevant and actionable.
4. Bonus Features: Add value by offering follow-up consultations, quarterly reviews, or tools like dashboards to track progress.
AI-Powered Insights: Show how AI can analyze large data sets quickly, uncover hidden patterns, and make data-driven recommendations that humans might miss.
AI for Automation: Suggest ways to automate repetitive tasks like campaign optimization, lead scoring, or content creation, which can improve efficiency and reduce costs.
Predictive Analytics: Highlight AI’s ability to forecast trends, customer behaviors, and campaign performance, helping clients to make proactive, rather than reactive, decisions.
Personalization at Scale: Explain how AI can deliver highly personalized experiences to customers across multiple touchpoints, improving engagement and conversion rates.
Requirements
1. Business Overview & Objectives
• Business Goals & KPIs: Company’s high-level goals, north star metrics, and short/long-term objectives.
• Target Market & Customer Segments: Detailed information about customer demographics, psychographics, and behavior patterns.
• Competitive Landscape: Major competitors and unique selling propositions (USPs).
• Growth Challenges: Known obstacles in marketing or operations, plus pain points identified by the business.
2. Financial & Economic Information
• Revenue Breakdown: Annual and monthly revenue, with growth trends over the past 1-2 years.
• Profit Margins: Gross profit margin and net profit margin.
• Operational Costs: Fixed and variable costs, including employee salaries, tech stack subscriptions, etc.
• Marketing Budget: Total marketing budget allocation per quarter or year, including any constraints.
• Budget Allocation: Breakdown of spending across different marketing channels (e.g., paid search, paid social, content marketing, SEO).
• Customer Acquisition Cost (CAC): Current CAC by channel, if available.
• Customer Lifetime Value (CLV): Estimates of customer lifetime value, segmented if possible.
3. Marketing & Sales Information
• Current Marketing Strategy: Overview of the existing marketing strategy, campaigns, and messaging.
• Customer Acquisition Channels: A detailed list of active channels (e.g., Google Ads, Facebook, LinkedIn, organic search, email marketing, etc.).
• Lead Generation Process: Funnel metrics from awareness to conversion, including key drop-off points.
• Paid Media Campaign Performance: Reports or data from campaigns run across Google Ads, Facebook Ads, or any other paid media channels (CTR, CPC, ROI, ROAS).
• Owned Media Strategy: Content marketing strategy, including blogs, SEO efforts, email campaigns, social media, etc.
• Customer Segmentation & Targeting: Information on how customers are segmented for campaigns and tailored communications.
• Sales Data: Number of marketing-qualified leads (MQLs), sales-qualified leads (SQLs), and close rates over the past 6-12 months.
4. Analytics & Reporting
• Google Analytics Reports: Detailed Google Analytics reports, including website traffic, conversion rates, bounce rates, average session duration, etc.
• Product Analytics Reports: Data from product usage analytics tools (e.g., Mixpanel, Amplitude) if applicable, to understand user behavior and feature engagement.
• CRM Data: Export of leads, sales pipeline information, and customer segmentation data from CRM platforms (e.g., HubSpot, Salesforce).
• Attribution Data: Any attribution models or reports in use (first-touch, last-touch, multi-touch attribution).
• Email Marketing Data: Performance reports for email campaigns, including open rates, click-through rates, and conversion rates.
5. Product & Customer Experience
• Product Metrics: Key product metrics (daily active users, monthly active users, churn rates, retention rates).
• Customer Feedback & Surveys: Results from customer feedback surveys, NPS scores, or any qualitative data on customer satisfaction.
• Churn Data: Churn rates and reasons for churn, if available.
6. Technical Infrastructure
• MarTech Stack Overview: List of marketing technology tools currently in use (e.g., CDP, CRM, analytics platforms, automation tools).
• Integration Status: Information on how well these tools are integrated (e.g., CRM connected with paid media platforms, tracking pixels, server-to-server integrations).
• AI Tools: If any AI or automation tools are currently being used for personalization, campaign management, or analytics.
7. Growth Experimentation & Testing
• A/B Testing Results: Historical results of any A/B tests, multivariate tests, or growth experiments conducted.
• Experimentation Framework: Documentation or data related to how the company conducts growth or marketing experiments (hypothesis-driven? iterative process?).
8. Customer Data & Insights
• Customer Acquisition Flow: Mapping of how customers move from acquisition to activation and retention.
• Retention Metrics: Data related to customer retention, including customer cohorts, retention rates, and loyalty program effectiveness.
• Referral & Advocacy Programs: Any data or insights on referral programs or customer advocacy efforts.
Table of Contents:
1. Executive Summary
• Overview of business challenges and opportunities
• Key growth objectives and priorities
2. Business & Financial Overview
• Business goals and KPIs (revenue, profit margins, customer acquisition cost)
• Operational costs and budget allocation
• Revenue breakdown (by product/service, customer segment)
• Financial health indicators (LTV/CAC ratio, ROI on marketing efforts)
3. Current Growth & Marketing Strategy Review
• Marketing Channels Overview: Audit of current paid, earned, and owned channels (social media, email, paid search, SEO)
• Customer Acquisition Strategy: Analysis of how leads are generated and nurtured across the funnel (lead to conversion rates)
• Budget Allocation: Detailed breakdown of spend across channels (paid media, content marketing, etc.)
• Product Positioning & Messaging: How the brand’s product marketing aligns with its target audience
4. Data & Analytics Assessment
• Google Analytics & Product Analytics Review: Performance of key metrics (conversion rates, bounce rates, average session duration)
• CRM & Paid Media Integration: How well CRM systems integrate with marketing platforms to optimize lead qualification
• Attribution & Tracking: Current models for tracking customer touchpoints and multi-channel attribution
• Key Data Points: Website performance metrics, MQL and SQL pipeline, churn rate, customer satisfaction scores
5. Customer Journey & Experience
• Customer Segmentation: Analysis of customer behavior, demographics, and psychographics
• Engagement & Retention: Customer touchpoints and how well the business engages and retains users (email campaigns, loyalty programs)
• Churn Analysis: Identifying key reasons behind customer churn and opportunities to improve retention
6. AI Integration Opportunities
• AI for Insights: How AI can analyze large datasets to find growth opportunities (customer behaviors, content effectiveness)
• Automation: AI-driven automation to improve campaign efficiency (lead nurturing, personalized messaging, ad optimization)
• Predictive Analytics: Leveraging AI to forecast trends and customer behaviors, enhancing growth
7. Growth Marketing Strategy Audit
• Growth Loops & Channels: Review of acquisition, activation, and retention growth loops (e.g., word of mouth, referral programs)
• Experimentation & Testing: Current experimentation framework and A/B testing outcomes
• Growth Marketing Tactics: Analysis of triggers, channels, and messaging across acquisition and retention
8. Brand & Product Marketing Alignment
• Brand Promise vs. Delivery: How well the brand aligns with customer expectations and product experience
• Messaging Consistency: Evaluation of product marketing and brand narrative consistency across touchpoints
9. Tailored Growth Roadmap
• Short-Term Wins: Actionable steps and campaigns for immediate impact (improving CAC, activating underperforming channels)
• Long-Term Strategy: A phased roadmap for sustainable growth (channel diversification, customer retention tactics)
• Key Metrics to Track: Suggested KPIs for tracking progress over time (conversion rates, lifetime value, etc.)
10. Action Steps & Implementation Plan
• Step-by-step action items for each audit finding
• Resource and timeline estimates for execution
• Recommended tools and software for improved performance
11. Q&A Session
• Open discussion on audit findings and roadmap
• Tailored recommendations based on client-specific questions and concerns