"Both agencies and clients put it as the top trend for 2021. But what does it actually mean? The consensus across the Googlesphere is that growth marketing is a development of growth hacking, focusing on rapid micro-experimentation rather than the traditional model of big campaigns. It is data-driven, looks at the whole customer lifecycle, and is strongly associated with startups."
"But in its survey, B2B Marketing defines it more broadly as "strategies that enable marketing to be the engine room for growth for the business". They focus on accountability. Marketing is not just about campaigns but is defined by the outcomes - i.e. growth - it can create. In this case, I'm siding with B2B Marketing. There is a lot to be said for adopting a more test-learn-adapt mindset."
"But there's a bigger opportunity here. If we embrace growth marketing, it's a chance for B2B marketers to continue their journey toward greater accountability for growth. On the surface, this seems an odd statement to make. The first question I get when I say this is, 'surely all marketing is about growth?' There are other ways marketing can create commercial value. Protecting a price premium, for example. Or building brand equity ahead of a sale."
Growth marketing evolves growth hacking into a broader, data-driven approach that emphasizes rapid micro-experimentation across the entire customer lifecycle. B2B Marketing frames growth marketing as strategies that position marketing as the engine room for business growth, prioritizing measurable outcomes and accountability. The approach encourages a test-learn-adapt mindset, failing small and often to gather data and validate what works, which can improve B2B campaign design. Growth marketing also prompts marketers to align incentives and accept greater responsibility for commercial growth, while acknowledging that marketing can also create value through price protection and brand equity.
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