You may have heard the term recently – or even seen roles in the market for “Growth Marketers”. It’s certainly becoming more common, and consistently ranks in one of the fastest growing roles worldwide. But what is it and how does it differ from traditional marketing?

Essentially Growth Marketing is about optimising the entire funnel—from awareness to conversion and retention—with a data-first mindset, and recognising that the modern marketing environment is constantly changing. Rather than just focusing on brand awareness or lead generation as traditional marketing often does, it covers every stage of the customer journey. It’s about continually adapting strategy based on real-time data and feedback, so an agile and dynamic approach is key. 

We recently say down with Will Nichols of Primrose Consulting to chat about what Growth Marketing is:

“Growth marketing is really about having a tighter, closer focus on the outcomes we are trying to achieve. So, if we are looking at customer experience, it might be about improving acquisition and reducing churn. Growth marketing looks at focusing on those outputs much more closely”.

The other key component is ensuring profitability according to Nichols “but we also look at things like increasing profit as well because ultimately we’re in the business of driving profitable and sustainable growth”.

In the rapidly evolving marketing landscape we’re expecting the need for Growth Marketers will continue to expand as they can help a company drive customer acquisition, convert leads, and expand market reach through tested, data-driven strategies.”

What makes a great Growth Marketing hire?

Data-Driven:     Bases their decisions on data, rather than just gut feeling.

Innovative:        They can come up with fresh and unique ideas, which are crucial for driving growth.

Curious:             Desire to learn and understand how things work, which is important for spotting opportunities.

Agile:                  They have the ability to adapt quickly and effectively to changes in the market or business environment.

Persistent:          They never give up easily, and consistently push towards achieving their goals.

Collaborative:    They work very well with others, understanding that teamwork often leads to better                                                               results.

Take a closer look at what it's like to work as a Growth Marketer in our One to One Leadership Podcast with experienced Growth Marketer, Will Nichols. You can listen on Spotify here.