Role of Growth Marketing
Growth marketing should focus 75% of their efforts on TOFU programs
- New user acquisition (traffic -> sign-ups)
- Pipeline generation for sales (sourced dollars from marketing).
North Star Metric
Activation because it drives the optimization of all tactics. “Activation” needs to be defined though.
Activation at Figma means a user collaborates with other users in their first week.
Helping Sales
The goal is to increase sales velocity and deal size by constantly optimizing the product signals SDRs can work from to reach out, and enable them with the right messaging (value proposition) for each of those signals.
Also, be able to target decision makers in those accounts with content around the value of the product when scaling teams, and bring new contacts in the form of MQLs they can also reach out to while multi-threading as part of their account engagement. It’s a bottoms-up meets top-down approach.
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