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Similarly, revenue analytics represents an increasingly valuable component of growth marketing in 2022. Data enrichment tools make it possible to identify new customer insights, leading to improved marketing opportunities. 

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Revenue involves all the actions that make a company money, like customers purchasing a product, signing a contract for a service, or upgrading their current product or service.

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Customer closeness initiatives can play a key role in growth marketing approaches through the use of customer data and analytics (HubSpot enables this through their service hub)

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For example, that if users added seven friends within their first ten days on the platform, they were extremely likely to return and keep engaging with the platform.

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The customer onboarding process is part of this. As customer experience rises in importance in the b2b world, this area is increasingly the domain of marketers and revenue teams

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User activation can be defined as the process of getting people to use the product or service they purchase as much or as quickly as possible

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Marketers should consider frequent iteration here, everything from the messaging, to button orientation, to colors, to form strategy. In our own experimentation, constant iteration consistently drives conversion increases.

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For example, Slack acquires users through an email collection form on their homepage. A core component of any growth marketing strategy, this use case reflects the need to experiment with conversion optimization to maximize the number of form submissions.

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Acquisition is the process of generating leads and acquiring net new customers, whether that’s through gated content, chatbots, a freemium sign-up, or something else

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Social should be a core component of growth marketing in the years ahead. Experimentation with LinkedIn audience targeting represents a business-critical opportunity for growth marketing teams seeking to both drive awareness and customer closeness. 

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social platforms - most notably LinkedIn - offer immense opportunities as both an awareness and expansion driver

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However as the digital ad landscape matures and competitive differentiation becomes more challenging, growth marketing approaches need to be more focused and outcome-driven. For instance,

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Marketers have traditionally leveraged digital advertising (most often on Google), to test the messaging and subsequent impact on website traffic

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They use analytics to track progress and make decisions about where to focus their efforts.

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Traditional marketers are focused on awareness, while growth marketers are focused on acquisition and engagement. Growth marketers want to know how they can acquire more customers and keep them engaged with their product or service.

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Growth marketing has its roots in direct response marketing and growth hacking. The key difference between growth marketing and traditional marketing is the focus on growth. 

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Within an organization, growth marketing is an analytically minded function that focuses more on the data side of marketing than the creative aspects.