growth marketing canvas blueprint

THE GROWTH MARKETING BLUEPRINT (CANVAS)

In this guide, I will take you through the Growth Marketing Blueprint and how to use this canvas to create your own growth marketing system. The strategy is adopted from the principles of marginal gains and the compound effect.

MARGINAL GAINS – A SHORT STORY

The fate of British Cycling changed one day in 2003 when David Brailsford was hired to transform the performance of the British cycling team.

Up until the 2012 Olympics, the British cycling team had only won a single Gold medal. Even worse, a British cyclist had never won the Tour de France in over 110 years.

That all changed though as Dave Brailsford began to systematically improve every part of the team’s performance.

Brailsford was committed to the pursuit of improving every aspect of both the bikes and the cyclists. He called this “the aggregation of marginal gains,”. This was his philosophy and approach to continually making small marginal improvements.

Brailsford and his coaches made small adjustments to everything, from the bike seats, tyres and even to shorts the cyclists wore. They changed from normal shorts to electrically heated over shorts to maintain ideal muscle temperature while riding.

From 2007 to 2017, British cyclists won 178 world championships and 66 Olympic or Paralympic gold medals and captured 5 Tour de France victories.

The upshot is that marginal gains work.

THE COMPOUND EFFECT

With an estimated net worth of $76 billion (that’s growing steadily), Warren Buffett is unquestionably one of the most successful investors in history.

Over his 52-year stint as CEO of Berkshire Hathaway, Buffett has earned nearly a two million per cent return on his investors’ money. To put that into perspective, if you invested $10,000 into Berkshire Hathaway in 1965, that investment would be worth $88 million today.

Most of us look at numbers of that size and assume they could come only from lottery winnings. However, Buffett took a different approach: Playing the long game with the seemingly simple technique of compound interest.

In finance, compound interest simply means that instead of taking out any earnings you make from interest, you leave it invested, effectively earning interest on interest.

Compound growth results from systematically optimizing every part of the funnel.

If you improve each part of the full-funnel (including referrals) then the net growth factor will be greater than the sum of the parts. It will snowball.

Sure, there will be obstacles to overcome. Things to figure out. But bit by bit you will rapidly change your growth dynamic.

THE BENEFITS OF USING THE GROWTH MARKETING SYSTEM

First of all, I will give you a brief overview of what is growth marketing and why it differs from growth hacking. You’ve probably heard that buzzword a lot.

The top reasons to use the Growth Marketing Blueprint:

  • Stop reacting to customers and instead actively shape the purchasing decision during the customer journey
  • Systematically increase the pace at which you grow – using lean and agile methods to rapidly iterate through experiments to optimize marketing throughout the funnel.
  • Continuous improvement strategy – move from a static view of marketing to a more continuous improvement approach where you continually make marginal gains.
  • Design growth across the full funnel – refine and improve how you get, grow and keep more customers by learning where and how to focus your marketing spend.
  • Discover new opportunities for growth – by mapping value to customer experiences and decision points, companies are discovering opportunities for new services and products.

1. WHAT IS GROWTH MARKETING?

Growth marketing strategies are how you put together your plan and develop your customer experience based on your customer segmentation.

A growth strategy is aimed at winning and keeping customers better and faster than the competition.

There are four ways to grow your business:

  1. Get more customers (gain market share or target new segments)
  2. Sell more to customers (cross-sell/upsell)
  3. Retain customers longer (increase lifetime value)
  4. Increase the buying cycle (harder to do for most businesses)

Growth marketing = an insane focus on customers + adaptive marketing practices + a system to plan and optimize marketing.

The art of marketing is to systematically implement these growth strategies. Then optimize and scale to achieve rapid growth.

what is growth marketing
Growth Marketing infographic. The methods and process of growth marketing.

Growth marketing is based on the following principles:

#1. Full Funnel marketing – AAARRR

#2. Lean startup experimentation – ideate, prioritize, test, learn

#3. Customer experience design – systematically design and develop customer experiences.

2. KNOW YOUR NUMBERS

Optimizing each stage of the full-funnel is critical to growth.

Understand where your bottlenecks are.

MOVE AWAY FROM JUST THE QUICK FIXES AND SEE THE WHOLE JOURNEY

Growth marketing is based on looking at the full customer lifecycle, not just the top part of the marketing funnel which is concerned with acquiring customers.

Marketing has had a laser focus on customer acquisition and historically been less interested in retention and referrals. That was left to customer services to deal with.

Separated customer departments impact performance. Because each department has different priorities, focus and fundamentally mental models of the business and customer. As a result, this leads to poor customer experiences, a lack of referrals, poor reviews, and ultimately impacts targets.

Regrettably, customer service is often seen as the poor cousin to sales and marketing. Rarely do two departments talk let alone integrate and share knowledge.

However, if you want rapid growth you need to recognise how to lower churn rates. Part of this comes down to marketing. If marketing acquires more customers who fit a loyal profile, then that can result in growth.

A customer experience focus brings everyone together. People from different departments see the whole picture and how they relate to driving growth.

3. WHAT IS FULL FUNNEL MARKETING?

AAARRR is something that you might expect a pirate to say. For this reason, the full funnel is often referred to as pirate metrics.

What are the pirate metrics? AAARRR stands for Awareness, Acquisition, Activation, Retention, Revenue, and Referral.

Each part has a unique set of measures that helps to understand the core metrics that drive growth. Furthermore, it helps spot bottlenecks.

Bottlenecks result in the overall growth performance dropping.

FULL FUNNEL AS A CUSTOMER JOURNEY

The Full Funnel was an adaptation of the traditional marketing funnel and places a greater deal more emphasis on the complete customer experience.

Although there are different interpretations, the principle fits nicely with the philosophy of adopting a customer-centred approach as an organization.

Of course, this creates challenges. Existing barriers between departments have to be broken down, systems put in place to get an integrated view of the customer and to implement growth.

Essentially, you have to design the full customer experience.

WHY USE THE AAARRR FRAMEWORK?

The AAARRR framework, also known as A3R3, makes it easy for people to understand the strategies, processes, and tasks for each section, as well as how they transition through to the next stage.

Digital technologies provide new ways to target, engage and capture customer data. Furthermore, they provide new ways to engage and develop relationships with customers.

Designing the customer experience first provides a framework for the marketing system you need to build. Your marketing stack needs to be capable of not only converting customers but also optimizing customer retention and referrals.

By using AAARRR on its own you can lose sight of how to achieve your growth goals and the how and why other departments and services need to be involved.

That is why the growth marketing blueprint works so well.

4. WHAT IS LEAN MARKETING?

The Lean Startup and Lean Methodology were made popular by Eric Ries. I recommend reading both The Lean Startup by Eric and his follow-up the follow-up book, The Startup Way.

lean method

The lean methodology is about rapid experimentation, learning what works, ditching what doesn’t and a strong feedback loop to adapt service/product to fit the market.

Growth marketing also involves experimentation. For each experiment, you set a hypothesis and then devise an experiment to test it. With the result, you then ‘validate’ your hypothesis and optimize and/or conduct another experiment.

Essentially, marketing has become more dynamic as a result of digital platforms, integrations and hence how fast you can get access to results.

Another key point is that with content and channels you can now rapidly ‘pivot’. In other words, adapt and change tactics to optimize your ad spend.

NOTE: In growth marketing, you are not aiming to fill your funnel with any leads you want quality leads. The right fit. Quality leads result in higher conversion ratios, longer retention rates and more referrals.

In other words: Buy the highest quality impressions at the lowest price.

MARKETING TECHNOLOGY – CHANGING THE GAME

Marketing technology provides the backbone to accelerate growth.

But it is how you put your system together that counts.

With the right system, you can move from idea to implementation incredibly fast.

Many systems now should be using Artificial intelligence (AI). Why? Well, it transforms the process of experimenting and validating to a whole new level. Not only that, but AI introduces both heaps of personalization and automation opportunities.

Basically, digital decisions that you might take ages to make can now be made using algorithms. Algorithms deliver faster and superior results to humans in their decisions.

As an example, chatbots using AI, not only automate conversations but analyze results and offer more personalized paths for customers.

The ability to scale and personalize interactions with customers transforms customer experiences.

5. DESIGNING CUSTOMER EXPERIENCES

In my article How to use the Business Model Canvas, I talk about the unique way you can combine resources, e.g. partners, technology…, to create value for customers.

Today, companies need to not only only react to customers as they make purchasing decisions but also actively shape those decision journeys

Customer experiences are unique as well. They are designed, or not!, and result in how a company interacts with customers along the full funnel.

Companies like Boston Consulting Group, McKinsey and Deloitte, all recommend that companies focus on the customer experience. Why?

customer experience value
BCG How Customer Experience Creates Value

The customer experience helps capture and retain customers. Moreover, good customer experiences drive referrals and in turn growth.

The Growth Marketing Blueprint gives you powerful new ways to design experiences at each stage of the funnel. This results in a more coherent brand delivery and a remarkable increase in customers.

A focus on customer experience design delivers more conversions and improves customer retention.

6. THE GROWTH MARKETING CANVAS

designing growth experiences

The Growth Marketing Blueprint is a canvas model inspired by the famous Business Model Canvas. It has been used with over 50 companies and progressively adapted.

Overall, there are ten sections. The customer segments and value proposition are the basis for any marketing and also relate to the business model canvas.

If you have already used and defined your customer segments and value propositions with the business model canvas you can transfer them here.

Detailed below is a full guide to the sections and in the Growth Marketing webinar, I will show you some examples as well as the growth hacking tactics and tools that can be used in the process.

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7. WHAT FACTORS ENABLE GROWTH?

I’ve found that a company’s ability to trigger growth relies on four distinct but related capabilities:

  • Automation streamlines journey steps. While automation of processes is highly technical, the focus is on enabling simple, useful, and increasingly engaging experiences.
  • Personalization uses information about a customer—either based on past interactions or collected from external sources—to instantaneously customize the experience. This extends to personalizing and optimizing the next steps in a customer’s journey, such as immediately putting a valued traveller on an upgrade list.
  • Context uses knowledge about where a customer is on a journey to deliver them to the next set of interactions.
  • Journey innovation extends the interaction to new sources of value by mapping experiences to decision points. As a result, many companies are now recognising opportunities for new services and products. The best companies design journeys that enable open-ended testing to allow for constant prototyping of new services or features.

8. HOW TO USE THE GROWTH MARKETING BLUEPRINT

A few tips based on experience. Print several copies of, even if you are working in a team.

Before you start make sure you have a good understanding of your customer.

HOW TO GET STARTED

growth marketing canvas

This doesn’t mean who you think they are but that you have researched them You have personas. Second, have data to hand. Bring into the meeting the data that you currently have for your marketing funnels, customer journey, satisfaction level and what other metrics you are currently measuring. Of course, you will also need to know what is happening on your website.

At this stage what you want to have an idea of is where your current bottlenecks are? What’s working and what isn’t. Also, where you gaps in your data?

Dive deeper from problem to cause
You have now found the problem where you’re losing customers and now we have to find out why!

This is where you turn from hard data to soft data. The numbers from step 2-3 won’t help you understand why. This is where you’ll need tools like Hotjar to see what people are doing, maybe you need to send out a survey or get out of the building to talk to your customers and interview them how they are experiencing this part of the customer journey.

AAARRR pirate metrics example

If you’ve found the root cause of why you’re losing customers, you can start with the G.R.O. W.

  • Gather ideas on how you could solve the problem. (Ideate)
  • Rank those ideas by the ease and potential impact. (Prioritize)
  • Outline a growth experiment. (Test)
  • Work – work through results and assess. (Analyze)
  • Study outcome (and celebrate your fails and successes!)

THE GROWTH MARKETING BLUEPRINT SECTIONS

growth marketing canvas order

The following elements provide an overview of the main sections:

  • Customer Segments: Who are the customers? What do they think? See? Feel? Do?
  • Value Propositions: What’s compelling about the proposition? Why do customers buy, use?
  • Brand Experiences: How do you want the customer to feel about your brand? What is the customer journey you want to design? What will be the most important touchpoints?
  • Awareness: What will wow your customer? What first impression and experience can you design to captivate them? How will you deliver this? What channel and what media will you use?
  • Acquisition: What value and triggers will you use to acquire customers? What value will you offer? What will be their first experience after you acquire them?
  • Activation: How will you build trust? How do you get your customers to try your product or service, commit to a phone sales call, tell you what they need… This is when a customer moves from being a passive email to actively enquiring, trying a product or downloading more detailed information.
  • Conversion (Revenue): How will they buy? How do you lower the barriers to make it easy to convert? How will you upsell or cross-sell at the point of conversion?
  • Retention: How do you continue to build the relationship? What value do you offer to move away from being purely transactional? What does this mean for potential services or new products
  • Referral: What are the business major cost drivers? How are they linked to revenue?
  • Growth Metrics: What are your metrics that determine true growth e.g. Customer lifetime value,(CLV), churn rate, customer retention rate, cost per acquisition…

9. A STEP BY STEP GUIDE TO THE GROWTH MARKETING BLUEPRINT

QUICK JUMP MENU

  1. Target Audience.
  2. Value Proposition.
  3. Brand Experiences.
  4. Awareness.
  5. Acquisition.
  6. Activation.
  7. Conversion (Cross-sell/Upsell).
  8. Retention.
  9. Referral.
  10. Growth Metrics.
  11. Summary and next steps.
growth marketing blueprint canvas

SECTION 1. TARGET AUDIENCE

STEP 1. SEGMENT AUDIENCE

This sounds obvious, but when you get into the detail many people overly simply the customer and don’t create a clear picture of who they are. As a result, the tendency is to make generalizations

Understanding who you are aiming your business at is critical to success.

I will be releasing a Persona Canvas shortly with some advice about how to use it. I’ve used my own version for a while.

It covers the main jobs to be done, pains and gains…but it also has some extra areas that make a huge difference in the outcome of how you think about your customers – more to come soon.

STEP 2. SEGMENT COMPOSITION

A Segment is the maco level of a potential customer base. Understanding the composition of the customers – how they vary, how many are there in different sub-segments helps you to determine the market potential and viability.

The traditional way of looking and understanding these sub-segments is to use Marketing Personas. This is where you should be able to visualize the people that are actually going to buy your product and how. It is the detail and depth of understanding here that counts. We are talking here about observations not just theory or statistics cleaned from a marketing report.

You need to understand what they think, see, feel, and do in your product area. Be sure to list both buyers and users of your product (many Personas will be both).

STEP 3. UNDERSTAND CUSTOMER PROBLEMS, NEEDS AND BEHAVIOURS

Many customers have hidden needs. In other words when you watch and observe them trying to do things they have to do workarounds or take a long route to accomplish their task. Understanding what customers are trying to achieve and observing how they achieve things provides valuable insights into why and how you can help them

SECTION 1. OUTCOME

Outcome: A clear and well-defined persona or persona(s) for each segment.

SECTION 2. VALUE PROPOSITION

growth marketing blueprint step 1
Match each customer segment to a value proposition

The Problems or Needs that you identified earlier and used to build your Marketing Personas now come into play.

STEP 1. USE THE VALUE PROPOSITION CANVAS

The Value Proposition Canvas describes the details of how the value proposition and customer segments interact.

In its simplest terms, a value proposition is a positioning statement that explains what benefits you provide for who and how you do it uniquely well. It describes your target customer, the pain point you solve, and why you’re distinctly better than the alternatives.

It means seem a bit odd asking this but there are many different dimensions to value? Equally, there are often hidden barriers people do not see the value the same as you?

What is important at this stage to challenge yourself your Value Propositions and why does your customer might prefer them to their Current Alternatives?

STEP 2. IDENTIFY 1 VALUE PROPOSITIONS FOR EACH CUSTOMER SEGMENT

Quite often you will have multiple value propositions. They are not the same benefits. Remember that value propositions are the sum of benefits you offer. A value proposition clearly aims at defining how it solves a problem and presents a new way of doing it compared to existing solutions.

Use a whiteboard or index cars for each value proposition. What things can you do that actually will make the biggest difference to the customer and be unique and better than the competition?

SECTION 2. OUTCOME

You should now have a clear link between value propositions and your personas. The value propositions should clearly tie in with the customer and why they will buy

SECTION 3. BRAND EXPERIENCES

growth marketing canvas blueprint step 2

STEP 1. IDENTIFY MOMENTS OF TRUTH

If your not familiar with brand experiences don’t worry. The easy way to think about this is to as a customer journey. Along that journey, some moments are going to be more important than others. As an example, imagine you have flown to a holiday destination and your excited because you heard great reviews about the hotel you are staying in.

When you get there the concierge looks like he is busy with paperwork. He sees you but ignores you looking like he wants to finish his paperwork first before attending to you. After several minutes, he looks up only to talk to a passing waiter.

Fast forward to the room and you are shown to a room that has no view, it is next to the elevator and added to that you can see that the room looks like it needs a serious clean.

I’ve exaggerated these moments.

We can in our minds replay them, build your own narrative and how you would want to change that whole experience. Each brand and business is positioned differently in the market. How you design and create the moments and experiences will be unique to you.

Needless to say, that you are competing in a market where customers have choices. Making each experience count is important. Experiences are part of how you deliver value. Compounded they create the overall brand experience.

You have the opportunity to create moments that wow customers. You have the opportunity to be relevant to your customers and personalize the communications to each segment. These are the moments of truth that form long-lasting impressions.

STEP 2. DESIGN THE EXPERIENCES YOU WANT TO DELIVER

Design your experiences recognizing that some have a far greater impact than others. You need to understand what a customer is trying to do, what information they are looking for at each stage. These are moments that when you understand them, you can then add value and help your customer.

In the following sections, you will need to translate your design into how you deliver that experience. As an example, in awareness section how and what media and message can create a wow factor? How does that relate to their pains?

STEP 3. MAP THE MOMENTS TO INFLUENCE

As well as understanding what value you can offer, you need to plan how and when to influence your customer. What stage and point do you want to get them to take an action, what is that action? how will you persuade them? By designing these moments you will improve your conversions.

SECTION 3. OUTCOME

You want to focus on moments that matter for each section maximum. In some situations, you can reduce that further. The art of this is to move away from thinking about systems and technology and think about what you want people to feel, see and do. You will understand when you want to influence your customer and how you intend to do it.

Experiences are there to take the customer on a journey to buy your product. That means you plan conversions points.

You control the journey.

In essence, it means you are trying to shorten the journey and optimise it so it is effective for you and the customer.

You do this by building trust, providing the right information at the most relevant time and then influencing the customer to move forward and convert to the next stage.

Remember, your goal is to filter out people that are unlikely to buy or are the wrong fit.

SECTION 4. AWARENESS.

growth marketing canvas blueprint

In the following sections, you will need to translate your design into how you deliver that experience. As an example, in awareness section how and what media and message can create a wow factor? How does that relate to their pains?

You are competing in a hectic and busy world where customers receive thousands of media impressions across all channels. Standing out now is hard. However, stories and narratives can quickly connect you to your customers.

What narrative can you use to create a wow moment? Is it big and bold or do you present redefine a view?

Awareness means cutting through normal and getting people to pay attention to. It requires you to be relevant to your audience but change what they expect to see or hear.

What you need to design is media and communications relevant to the channel. Spreading yourself too thin won’t work. You have limited resources and so focus counts.

Testing Ads, testing audiences and rapidly honing in on the best results is critical You are burning through money at this stage.

SECTION 4. OUTCOME

First of all have a clear goal, objectives, and targets. If you already have campaigns then you will have a benchmark of where you are now and what needs improving. As an output for planning, you need to have a clear focus on what channels fit with your segments, and what strategy you will use to deliver a wow moment.

Note: While you can chase clicks the goal is to balance relevance to customers that buy. Some businesses have huge dropout rates because they don’t create experiences and lack relevance. This can transform your results.

SECTION 5. ACQUISITION.

Email, push notifications and mobile are the main methods to acquire customers. You want to open up the lines of communication. Customers though need to trust you and to also have value.

What you produce here is critical and the methods you use. Optimizing every aspect of the acquisition is critical.

Linking the messages from your ads directly to your landing pages and communications is vital to keep alignment and relevance with your customers.

The second element in this process is to use the right tools so that you can quickly create and cycle through tests.

Outcome: Clear paths from Awareness to Acquisition with methods for acquiring customers.

SECTION 6. ACTIVATION.

Activation is the filtering and funnelling stage. Acquisitions can be done by offering people high-value downloads. However, if these are too broad then often then draw in the wrong audience and hence change the ratios. Conversely, if you target too broad an audience in the awareness stage you can bring in potential customers that aren’t a fit for your product.

Activation is a way to further extend your understanding of the potential customer. It is also a filter to determine who is ready to buy.

Note the buying pyramid here. At the top of the pyramid are potential customers that will buy soon, the next level is potential customers that will buy later, the third layer is ‘non-customers’ that will never buy but may refer and last of all, ‘non-customers’ people that will never buy or refer.

Part of the ongoing process in your database is to filter and understand the ratios you have.

At this stage, you need to develop your funnels to build trust and carry your customers on the journey. Using a narrative and storytelling process here is useful. Did you know we are more likely to buy when there is storytelling involved in the narrative? Psychological research on storytelling and persuasion demonstrates that stories lead to more persuasive messages.

Outcome: Mapped paths with clear conversion points built-in. Resources and other elements of trust that help to guide the decision-making process. Consistent experience design built-in so that relevance is maintained.

Note: Some people move faster than others. Enabling people to move faster through the funnel accelerates the process for them. Allow people to move at their own speed. Have you noticed this trend?

SECTION 7. CONVERSION AND CROSS-SELL/UPSELL (REVENUE)

growth marketing canvas blueprint

Conversion points are where you invite a customer to buy. While you can take people to landing pages you can also directly take them to carts with products already loaded and a simplified checkout process. Doing this will depend on how well you have activated the potential customer and what value you offer to trigger them to buy. Other services and products within your portfolio can be brought into play. Remember a key driver for growth is to upsell or cross-sell.

Outcome: Planned conversion points. Analysis tool set up to optimize the conversion point. A clear strategy to upsell and cross-sell at the point of purchase.

SECTION 8. RETENTION.

growth marketing

Your customers are your greatest asset. Often I find that marketing departments have a ‘phew’ moment. They feel like getting customers over the line is where it ends. Of course, they want customers to enjoy the product or service but they’ve done their job.

STEP 1. MATCH VALUE TO EXPERIENCES

A massive amount of time goes into setting up the front engine of marketing. the ads, funnels, content production…imagine if you put the same amount of thought and time into developing the strategies and systems to retaining customers and getting referrals. How would your results change? What services or products can offer value here? What content?

STEP 2. EXTEND THE CUSTOMER EXPERIENCE

Retaining customers means making it easy for them to understand your products – that is a given. There is a range of options here – build user communities, offer educational programs, events e.g. Harley-Davidson…

STEP 3. ANALYSE DATA

The main focus has been to get potential customers to conversion. Now though you have the opportunity to really get into fine detail about who purchased. First of all, you want to profile your customers and validate your original segments and personas. Are they actually the same, are there differences, what new data can help you to know their pains better. What else could you do with this knowledge?

Getting deep with your customers reinforces the growth loop. This is how you can refine the front-end of your marketing to improve growth.

Furthermore, your customers provide an incredible opportunity to innovate. You can co-create new products and services with them.

SECTION 8. OUTCOME

Defined customer retention experiences. A strategy that fits with your market, product, and customer. Communications that extend the relationship. Data insights that inform your original personas and refine your awareness and acquisition processes.

Note: Data insights needn’t be hard to obtain. If you want to know some ways that can help you contact me via the Now Go Innovate Facebook group.

SECTION 9. REFERRAL.

growth marketing referrals

POINT 1. WHY REFERRALS MATTER

Customers that recommend you to others are more likely to convert than cold potential customers through ads.

Referrals form a reinforcing feedback loop to the Awareness stage of the full funnel. This creates a compound effect.

The more customers you get the more referrals you get, which in turn generates even more referrals.

POINT 2. WHO REFERS?

Direct referrals are concerned with triggering customers to generate referrals. Some SaaS platform businesses use affiliate schemes to recruit affiliates, but this is not the same as your customers. Affiliates will generate content and refer based on a commission for a sale. While beneficial it is not the same as genuine referrals by customers.

The ideal scenario is that you want all of your customers to refer. However, there are many reasons why customers don’t refer even if they are wildly in love with your product. Most of the reasons are related to social psychology. If you want to read some articles on this email me.

What you want to do is incentivize the customers who have a referrer profile and then trigger them to refer. Use the tools and techniques that I outline in my program to identify and then trigger referrers.

SECTION 9. OUTCOME

Segmented customers profiles in your database based on a referer profile. A plan to activate referrals and then track metrics.

SECTION 10. GROWTH METRICS

The final stage is to determine which matters will relate to your growth. Of course, track other measures, you can generate dashboards for that. I recommend tools like Cyfe to help integrate and manage most of the routine metrics.

Growth metrics are based on the main growth levers:

  • Customer lifetime value
  • Churn rate
  • Cost per acquisition
  • Customer acquisition rate
  • Average sale/profit per customer
  • Referral rate
  • Viral coefficient

SECTION 10. OUTCOME

 Link your measures to your marketing system to make it quick and easy to access your metrics.

NEXT STEPS IN USING THE GROWTH MARKETING BLUEPRINT

Core Applications
The most core and obvious applications of the Canvas are to ask:

  • What metrics do I have now?
  • Where are my current bottlenecks?
  • What needs fixing first?
  • What marketing stack/system can I use to integrate and implement the stages?
  • What experiences do I change first (note relate these to your bottleneck?
  • Rinse and repeat at least quarterly?

Competitiveness
The canvas does a good job of helping you figure out your marketing. It is a good place to start to understand how you can transform from being funnel focused to growth-focused. You need to also analyse the competitive environment. The reason to do this is to be able to set a clear competitive strategy based on differentiating and improving the customer experience vs. your competition.

Next Steps
Every business is a work in progress. As you go through the canvas, you may encounter areas that give you trouble. If you need help get in touch.

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