Your growth marketing dream team [part 1]

Look! Up in the sky…

You’ve got a great financial product, an amazing solution, and a sales team that can leap any objection with a single bound…

It’s a super brand!

But while you’re out there selling your cape off, who’s on the ground making sure you have a stream of new prospects to call — and nurturing the customers you’ve already won? 

If modern marketing success feels a little like kryptonite, read on! 

Customer conundrum

In this series, we’ll discuss the various roles and responsibilities of a modern growth marketing team. Not only have marketing teams from the MadMen era evolved but they now also value and place content marketing initiatives at their core. 

And if you’ve already got a marketing team in place. You can use this series to outline goals or grab ideas to implement with existing personnel. 

Takes money to make money

Among today’s growth teams, a key focus is acquisition marketing, or the cost to acquire customers. You may try various tactics to accomplish customer acquisition, such as paid web ads, hiring sales consultants, and producing a video campaign. 

According to media network ProfitWell, Customer Acquisition Cost (CAC) is on the increase for both B2B and B2C companies. 

But the money might be worth it. In financial services, for example, a 5% increase in customer retention produces more than a 25% increase in profit. Over time, the more repeat customers you have, the less the operating cost to serve them.

According to Hubspot, lead generation typically happens at the top of your content funnel, lead acquisition happens in the middle, and lead conversion happens at the bottom. 

But customer acquisition typically refers to the whole funnel, which makes this one of the most crucial roles in any organization, big or small.

Finding cost-effective ways to get and keep your customers is key, and that’s where a clever team member can do the job. 

Enter the Acquisition Marketer

Acquisition Marketers help define goals, articulate strategies, execute plans, and manage key metrics. They may be responsible for the overall execution and effectiveness of digital marketing strategies.

The role often focuses on growth marketing and “big-picture” aspects of accelerating customer acquisition, often working with other Strategy and Operations teams to help execute tactics. This person also typically focuses on: 

Data analysis and optimizing strategies, improve conversion rates, and reduce Customer Acquisition Cost (CAC) over time.

Customer journey mapping from awareness to conversion, identifying touchpoints where potential customers interact with the brand. This helps in creating targeted marketing campaigns and improving the overall customer experience.

Conversion Rate Optimization (CRO) to optimize landing pages, forms, and other conversion elements to improve the conversion rate at each stage of the customer journey. This includes A/B testing, user experience (UX) improvements, and implementing best practices in CRO.

CRM integration, working closely with other teams to maximize the effectiveness of tracking leads, segmenting customers, and personalizing marketing messages based on customer behavior and preferences.

Cross-functional collaboration with sales teams, product teams, and other departments to align marketing strategies with overall business goals. This includes providing insights into customer trends, market opportunities, and competitive analysis.

Budget management for acquisition marketing initiatives, ensuring efficient allocation of resources across different channels and campaigns to maximize ROI.

Finally, staying updated with the latest trends, technologies, and best practices in digital marketing is crucial for an Acquisition Marketer. They continuously learn and experiment with new strategies, tools, and tactics to stay ahead in a competitive landscape.

Stay tuned! We will continue our growth marketing team series with another crucial member of the modern marketing team — Product Marketers. 

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