What does a growth marketer do and what skills do they need to have?
Go to Market Strategy, Growth Oct 31, 2018
There are a number of different areas where a growth marketer will focus. Growth marketers almost always own parts of customer acquisition (getting people to the site/app) as well as activation (getting them to take your intended action). Some growth teams will own all of customer acquisition, while some startups will employ a separate marketing team to handle acquisition.
It’s likely you as a growth marketer will be responsible for retention and referral metrics as well, though you’ll have a strong connection to the product team and their in-product metrics across the board. Think of yourself as a cross-functional marketing/product hybrid who can bounce across various parts of the customer journey and lifecycle.
Growth marketers gather qualitative and quantitative input from experiments, talking to customers, reviewing usage patterns, and more, and share that back to the product teams and other stakeholders within the company. Many times the focus of growth teams also includes taking ideas (hypothesis) and executing them in the wild against a testable set of metrics.
Growth in the user journey
Growth teams often look at a set of key metrics across what’s commonly referred to as the “pirate metrics” which you can see below.
Growth marketer must-have skills
To be a good growth marketer, you need to possess a few attributes and skills:
- You have experience in marketing, data science, product, UX or engineering OR the ability to learn from scratch
- Ideally you have a strong working knowledge of spreadsheets and data crunching. You’ll need to use data to determine if something is working or not.
- Intellectual curiosity. It’s likely your day to day will differ dramatically week to week and month to month as you learn more about where to focus. You’ll need to be ready to move quickly across different areas.
- Resiliency. Much of growth is based on experimentation and many of your tests will fail. You need the patience and attitude to keep going, and learn from your losses.
- Ability to see the big picture while attacking the near term. You’ll want to have a strong sense of the big picture of your customer and product and how they find and move through your funnel. You’ll want to understand how that may change over time. But you’ll also want to stay hyper focused on your efforts to move people along the customer journey, and all the step functions that come with that.