January 07, 2016
Having both a marketing and product mindset allows a growth hacker to make a stronger product that combines both
A growth hacker does not stop at the first levels of a conversion funnel. Typically, a marketer’s job would stop at the sign up form. As growth has become more difficult over the past few years due to channel saturation, good marketers have responded, reaching into the domain of a product manager to drive growth with engagement. Playing in the domain of a product manager is more technical and data-driven than most marketing.
“Retention, cohort, usability, usage segmentation, etc.
Growth today is more about retention than acquisition. It is far more complicated. Designing growth in
Some companies never find their growth due to the lack of serious investment. “Growth is hard to focus on when there are hundreds of other product concerns driven by customers to partners,” Farmer said. “It is a question of priorities.”
Product decisions are based upon a priority filter. Often, growth-related projects fall in the realm of very important but not urgent, but startups primarily operate in the realm of urgent and very important. This natural disposition can place growth on the back burner.
This disposition is one of the top reasons growth hackers are involved in product—to bring the growth perspective to the table
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