March 6, 2018 | Lauren Nettles

What Is Growth-Driven Marketing?

If you’ve ever watched any teen-angst-fueled TV show, you’ve probably realized an important fact of life: things change. Sometimes it’s for the best, sometimes it isn’t, but it almost always involves a dramatic speech. 

Gif of girl saying "You're not who I thought you were."Cue “Blindsided,” or your early ‘00s sob fest of choice

If you’ve found yourself gazing wistfully at your marketing plan lately, remembering the good ol’ days when your hopes and dreams aligned and wondering where everything went wrong, don’t worry. Growth-Driven Marketing is here to sweep you off your feet.

Much like relationships and, luckily, my taste in TV, marketing needs for your business absolutely change over time. The key is changing with them. And that’s where Growth-Driven Marketing comes in.

Inspired by the Growth-Driven Design movement’s dedication for providing clients with the tools they actually need now, Growth-Driven Marketing is an adaptable, data-driven approach to marketing. It’s based on what you need instead of what your marketing team thought you might need 6 months ago. Don’t get me wrong, a lot of research and careful planning goes into a traditional marketing plan. It’s just that horrible truth striking again: things change.

Instead of researching at the beginning of the project, laying out your marketing plan, then plowing ahead whether it’s working or not, like the Kool-Aid Man desperately trying to deliver refreshment, Growth-Driven Marketing takes a gentler approach with less property damage.  

Kool-Aid Man busting through a wallOh noooooo

Basically, Growth-Driven Marketing does what it says on the tin—it’s marketing that’s based on the growth of your business. Where it differs from a traditional marketing plan is what it does with the data collected from its various marketing strategies.

For example, let’s say your marketing plan involves an email newsletter, but a few months in, you notice that very few leads are coming in from that newsletter—in fact, it barely gets read. Instead, you’re noticing a ton of people are engaging with your business on social media. So, Growth-Driven marketing does the logical thing: it adjusts to focus on the social media platforms where so many of your customers are hanging out. 

The outcome? An extremely customized plan just for your goals and your customers that is ready for anything, even Facebook suddenly changing its algorithm yet again. You don’t waste money on marketing that isn’t reaching your customers, and your customers are getting the information they want. It’s a win-win!

When it’s laid out that way, it just makes sense. Why stick with something that isn’t making you happy just because you feel like you have to (yes, this is more thinly-veiled, unasked for relationship advice)? I can’t promise that a Growth-Driven Marketing plan will make you feel like the royalty that a 90s TV-show partner would constantly remind you that you are, but I can promise that you and your marketing plan will always be growing together.  

Two otters holding hands You + Your Growth Driven Marketing Plan

Check out our work with Growth-Driven Marketing, and let us know if we can help make your dynamic marketing plan fairy tale a reality!


Lauren Nettles

Lauren Nettles

As VIEO's content marketing strategist, Lauren Nettles creates content strategy for VIEO and our clients. She works with the content team to create, document, and revise creative content strategies that help clients and customers better understand each other.

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