Marketing Strategy

Browse our Marketing Strategy articles featuring Marketing Strategy agencies latest strategies and insights on marketing strategy. Topics include marketing strategy, finding the right marketing strategy for your business, setting up strategy blueprints, qualitative analysis, Business Canvas, and many more.

GA4 migration data-driven marketing for CMOs

Embrace the Future of Analytics: Your Guide to Google Analytics 4 (GA4)

Embrace the Future of Analytics: Your Guide to Google Analytics 4 (GA4) 1240 520 Eveline Smet

In the ever-evolving digital landscape, data-driven growth marketing is key to staying ahead of the competition. As a marketing manager or CMO, it’s essential to be aware of the latest tools and strategies that can propel your business forward. One such game-changing update is Google Analytics 4 (GA4), a hot topic in the world of digital marketing. In this article, we’ll explore why you should consider migrating to GA4, its benefits and drawbacks, and how to implement it effectively for your business.

1. Why should marketing managers and CMOs have a migration to GA4 on their list?

Google Analytics 4 is the future of web analytics, and it’s designed to provide a more holistic and user-centric view of your audience’s behavior. Migrating to GA4 is essential for marketing managers and CMOs for several reasons:

  • Future-proofing your business: Google has made it clear that GA4 is the future of their analytics platform. By adopting GA4, you ensure your business is ready for upcoming changes and features.
  • Enhanced privacy and compliance: GA4 is designed to be more privacy-centric, allowing you to comply with data privacy regulations more effectively.
  • Better insights and decision-making: GA4’s new features, such as advanced analysis and machine learning, provide deeper insights that can help you make better-informed marketing decisions.

2. What is new in GA4?

GA4 comes with several new features and improvements that will help you gain a better understanding of your audience:

  • Improved data modeling: GA4 uses event-based tracking, providing more granularity and flexibility in tracking user interactions.
  • Cross-platform tracking: GA4 can track both web and app interactions in a single property, making it easier to understand user behavior across different platforms.
  • Advanced analysis techniques: GA4 offers new analysis tools, such as cohort analysis and path analysis, to help you uncover insights and trends.
  • Enhanced automation: GA4 utilizes machine learning to surface relevant insights and predictions, such as churn probability and potential revenue.

3. What are the cons of GA4?

Despite its advantages, GA4 does have some drawbacks to consider:

  • Learning curve: GA4’s new interface and features require some time to learn and adapt to.
  • Data discrepancies: There may be differences in data between GA4 and the older Universal Analytics, making comparisons challenging.
  • Limited integrations: Some third-party tools and platforms may not yet be fully compatible with GA4.

4. A part on the proper tagging (and the hate-love camp)

Proper tagging is essential for accurate data collection in GA4. With GA4’s event-based tracking, you’ll have more control over what data is collected and how it’s organized. This can lead to a hate-love relationship, as some marketers may feel overwhelmed by the complexity, while others will appreciate the increased flexibility.

To ensure proper tagging, it’s crucial to have a clear plan and to work closely with your development team or marketing agency. This includes defining the events and parameters you want to track and setting up the necessary tracking code.

5. How to brief your marketing agency on implementing GA4? (and how we help clients with this)

When briefing your marketing agency on implementing GA4, it’s essential to communicate your business goals, key performance indicators (KPIs), and desired tracking events. Here at The Growth Agency, we help our clients by:

  • Providing expert guidance on GA4 features and best practices.
  • Collaborating on a tracking plan that aligns with your business goals.
  • Implementing the necessary tracking code and configurations.
  • Offering ongoing support and training to ensure you get the most out of GA4.

6. How long will an implementation take?

The time required for a GA4 implementation depends on various factors, such as the complexity of your website or app, the number of custom events you need to track, and the resources available. Generally, a basic GA4 implementation can take anywhere from a few days to a couple of weeks. However, more complex implementations may require several weeks or even months.

At The Growth Agency, we work closely with our clients to ensure a smooth and efficient implementation process, minimizing downtime and disruption to your business.

7. How to prepare for a GA4 implementation?

To ensure a successful GA4 implementation, follow these steps:

  • Audit your current analytics setup: Review your existing tracking configuration to identify gaps and areas for improvement.
  • Define your tracking plan: Work with your team or marketing agency to outline the events, parameters, and goals you want to track in GA4.
  • Allocate resources: Ensure your development team or marketing agency has the necessary resources and expertise to handle the implementation.
  • Plan for data continuity: Consider running GA4 alongside your existing Universal Analytics setup to maintain historical data and facilitate comparisons.

8. Will AI be coming next to Google Analytics?

AI and machine learning are already part of Google Analytics 4, with features like automated insights and predictive metrics. As the platform evolves, we can expect AI to play an even more significant role in enhancing the user experience and providing actionable insights. Businesses that leverage AI-driven analytics will be better equipped to make data-informed decisions and stay ahead of the competition.


Migrating to Google Analytics 4 is a crucial step for marketing managers and CMOs looking to future-proof their businesses and gain a competitive edge. By understanding the benefits, drawbacks, and implementation process, you can make an informed decision about adopting GA4 for your organization. At The Growth Agency, we’re here to guide you through this transition, ensuring you get the most out of this powerful analytics tool. Reach out to our team of experts to discuss how we can help you harness the power of GA4 and drive data-driven growth for your business.

5 Biggest Challenges CMOs will face in 2023

5 Biggest Challenges CMOs will face in 2023 1240 520 admin

As the marketing landscape continues to shift and evolve, chief marketing officers (CMOs) are facing various new business growth challenges for 2023. From the rise of first-party data and the need for digital transformation, through the challenge of Maximizing ROI in a volatile environment to building and retaining a top-notch team, CMOs have their work cut out for them in the year ahead! No worries, we’ve got it covered. Our team of growth experts has tackled the challenges head-on and given us powerful insights to help you overcome them.

Are you looking for the best practices to navigate CMOs challenges in 2023? Well, Hubspot’s research has revealed that these are your peers’ top predicted challenges for 2023! And thanks to our expert insights, we have an action plan ready just for you. So buckle up and let’s dive in headfirst.

CMO challenge #1: Staying on top of the latest market trends with a data-driven approach

In today’s fast-paced world, keeping up with the constant stream of new trends and data regulation changes can be tough. It’s the CMOs’ job to stay ahead of the curve and lead their companies to success. Here we explored the crucial points to achieve this goal:

First-party data and privacy regulations: First-party data is essential for CMOs’ marketing strategies in 2023. It’s collected directly from customers and gives valuable insights into their behavior, preferences, and interests. But new changes in data regulations make tracking customer behavior online even harder. What can CMOs do to overcome challenges as growth-wise marketing leaders in 2023? Create a first-party data strategy that includes: investing in new tech and solutions that can track and analyze customer behavior and preferences without relying on cookies. Build strong relationships with customers, earn their trust through transparent and fair data privacy policies, and offer valuable rewards or incentives for data sharing. Partner with businesses or organizations that have access to large amounts of first-party data.

Digital transformation: As digital transformation is becoming a must, it’s an important part of trends for CMOs to drive it for businesses. If they don’t embrace digital technologies and strategies, they risk losing market share and revenue. So, how can CMOs take advantage of digital transformation for business growth? By Implementing a CRM system, using a data analytics platform, investing in AI and ML, implementing a digital marketing strategy, developing a mobile app, and adopting cloud-based technologies are all potential solutions. Don’t let digital transformation pass your growth marketing by – embrace it and thrive! Check out the marketing & tech tools we use at The Growth Agency to stay up to date.

Trends observation and testing: Best practices to navigate CMOs’ leadership challenges include staying up-to-date on the latest trends and testing different marketing strategies to gain valuable data that drive customer engagement or sales.  So, how can they stay on top of trends? Regularly reading industry reports and insights from sources like marketing blogs, trade publications, and research firms is one way. Using online calculators and tools, like A/B testing or customer surveys, to determine the effectiveness of different business growth strategies is another. 

Check out these awesome resources to give you the edge in tackling this challenge: Tools: How AI is replacing Cookies, Trends Tracking: Infuture Institute, Top 7 digital transformation trends to drive efficient growth in 2023.

To conclude, keeping up with the latest market trends with a data-driven approach is a top challenge for CMOs in 2023. By understanding the value of first-party data strategy and trends observation and testing, CMOs can set themselves up for success in a complex and ever-changing marketing world. Don’t get left behind – stay on top of the growth with these crucial insights! Expand your knowledge with our blog article on recommended books for seriously committed CMO. 

CMO challenge #2: Pivoting and implementing sprint sessions in response to the market changes

Are you ready for more advice on how to overcome challenges as a marketing leader in 2023? Let’s talk about disruptive market dynamics and pivot strategies with sprint sessions. This can be a daunting task, but with the right tools and mindset, CMOs can stay agile and responsive to market changes:

Disruptive market dynamics: Taking a look at Gartner’s insights, disruptive market dynamics can be tough to navigate for business in 2023, but with the right strategies, it is possible to stay ahead of the competitors. Investing in R&D to create innovative products and services, adopting agile business models with short sprints, partnering with other companies to share resources and expertise, and implementing a customer-centric approach to meet the needs of customers are all potential solutions.

Pivoting and sprints due to major changes: Pivoting and adapting to market changes is essential for trends impacting CMOs in 2023. They need to be aware of social, political, and environmental tendencies in the local and global market. To pivot effectively, it is good to experiment with different strategies and approaches, like testing different marketing channels and product features and using knowledge sources like industry events and webinars to learn more. By using marketing with contextual messages to communicate with customers in a relevant, timely way, CMOs can adapt their business growth strategy to major market shifts. 

Some resources to use: Amazon: The Pivot Playbook, Template: Brand Pivoting Strategy Sprint.

Now with the knowledge of how to overcome disruptive market dynamics, with careful pivoting and smart sprint sessions, it can be done! New business growth opportunities will bring complex challenges for CMOs’ marketing strategies in 2023  – so make sure you stay alert by keeping tabs on the trends. Keep your strategies sharp with agility and confidence, and for a fresh perspective on growth, get in touch – let us show you the possibilities! 

CMO challenge #3: Driving high-quality traffic and boosting customer engagement

With attention spans at an all-time low, it’s a challenge for marketing leaders to make the cut and earn customer loyalty in 2023. The stakes are high but so is the reward: quality traffic and greater engagement!

SEO and lead generation: In 2023, it’ll be crucial for businesses to use first-party data strategy in their SEO and lead gen strategies to improve visibility and customer experience. This data can help companies understand their customers and tailor their efforts to what works best. However, if customers have had bad experiences with a company in the past, they may be hesitant to share their data. To fix this, CMOs should focus on improving customer service and experience, and use first-party data to optimize landing pages and target the most effective channels for lead generation.

Cross-channel journey & hyper-personalization: Are you ready to take customer experience to the next level? By using AI and machine learning to personalize interactions with customers, CMOs need to constantly develop digital skills to give them the individualized attention they crave. This could mean using marketing with context by sending them tailored product recommendations, custom email campaigns, or even interactive content like polls and quizzes. And when you put customers at the center of everything you do, you’ll be able to identify new opportunities and create products that clients love. Don’t miss out on this chance to give customers the ultimate experience and stay ahead of the competitors in 2023.

Community building: Building a community of loyal customers is one of the biggest trends impacting CMOs in 2023. Not only can they provide valuable insights through first-party data strategy, but they can also help spread the word about your brand. In 2023, the CMO skillset will include building a loyal customer base. One way to keep your community engaged is by offering special programs, competitions, and other activities that reward their loyalty. This not only shows your appreciation but also keeps them coming back for more.

A couple of resources to learn: 6 Steps to building your community strategy for 2023,  Progressive Profiling: LeadGen and First-Party data boost, How to build a powerful cross-channel marketing strategy.

Here you got it! You’ve just learned about how to drive high-quality traffic and boost customer engagement. 

To overcome disruptive market dynamics, these strategies will definitely thrive in the competitive world of 2023.

CMO challenge #4: Maximizing ROI on marketing spend and improving data management

In today’s volatile and rapidly changing market, it’s more important than ever to ensure that our marketing investments are relevant and effective. According to the Digital Marketing Institute’s report, one of the biggest business growth challenges for 2023 will be to deliver greater ROI on the marketing budget. But that’s not all –  they also need to make sure our data is clear and accurate, and that their task management and operational procedures are up to par. In this section, we’ll explore strategies for tackling CMO leadership challenges and setting ourselves up for success in 2023: 

ROI proof in volatile environments: Maximizing ROI on marketing spend is crucial for CMOs in volatile business environments in 2022. To succeed, they need to use data visualization techniques and checklists to simplify data presentation to the CEO and growth marketing team, highlight ROI with metrics like cost per customer acquisition, and lifetime value, and provide context and interpretation for the data. Illustrating the impact of digital marketing with case studies, examples, and anecdotes, and using storytelling and narrative techniques to engage the audience can make the data more compelling and persuasive. Supporting materials are also a good addition – customer testimonials, press coverage, and awards can also reinforce the value of our growth marketing efforts. Let’s make sure we’re getting the most out of our marketing spend!

Data clarity and accuracy: By using digital transformation for business growth to achieve data clarity and accuracy, CMOs should invest in new tech and solutions such as data management tools and technologies like data warehousing, analytics platforms, data visualization, and data governance software. Implementing a data governance framework and conducting regular data audits can also help maintain data accuracy. By taking these steps, CMOs can make sure their data is reliable and trustworthy, allowing them to make better decisions. 

Relevant task management improvement of operational procedures: As the volume and complexity of first-party data strategies and technical skills continue to grow, it can be time-consuming and labor-intensive for CMOs to manage and make use of this data effectively. To improve data management, another CMO leadership challenge will be to focus on establishing clear roles and responsibilities, developing data literacy and skills, and investing in collaboration and communication tools. By doing so, they can overcome challenges such as time constraints and limited support from marketing and IT teams, and improve task management and operational procedures. 

Here are some additional resources you can use for this challenge: 23 Best Data Visualization Tools for 2023, How to report data to C-level Executives, How can data management improve business process?.

Improving data management and maximizing ROI on marketing spend will be a crucial challenge for marketing leaders in 2023. To succeed, they need to prioritize relevance and accuracy, and continuously improve task management and operational procedures. Let’s take on these challenges and come out on top!

CMO challenge #5: Building and retaining a top-notch team

Welcome to the final challenge on our list: building and retaining a top-notch team. As CMOs, we know that our success is all about having a top-quality team. That’s why it’s so important to be proactive in hiring new talents and retaining existing ones. In this section, we’ll explore strategies to make sure our teams are always at their best.

Hiring new talent: Having a top marketing team will be crucial for any business in 2023. Growth leaders in marketing teams need to hire qualified staff with the latest digital skills and expertise. But how do we solve this challenge? By building a strong employer brand and company culture that attracts top talent, using solid SOPs and recruiting tests to outline specific skills and tasks for a marketing position. Moreover, by using game-based assessments to evaluate candidates’ skills in a fair, authentic, and engaging way. 

Retaining existing talent: One of the key CMO challenges is retaining top growth marketing teams in a competitive job market. So, how to stay ahead of the competitors in 2023? By providing opportunities for professional development and career advancement, like training programs offered by The Growth Agency or leadership development initiatives tailored to individual employees. By creating a positive, supportive work environment with a strong emphasis on teamwork and collaboration, and by providing regular feedback to improve job performance. By offering a competitive salary and flexible work arrangements, like the option to work remotely or have flexible hours. Let’s keep our top performers on board!

Here are some additional resources you can use: Employer brand playbook, Forbes: 2023 Hiring & Recruiting Trends, LinkedIn Business: Attract and Retain Top Talent.

That’s a wrap! Remember: your success depends on having a knowledgeable team. If you want to up your marketing team’s knowledge game, check out the blog article that will help you figure out what your favourite CMOs’ role is in the team management process.

Top challenges for CMOs in 2023: A Summary

To sum up, CMOs will face a range of business growth challenges to succeed in 2023. To stay on top, the CMO skillset will require a remarkable combination of agility, adaptability, and strategic thinking. The most important areas with potential difficulties include:

  • Staying on top of the latest market trends with a data-driven approach
  • Pivoting and implementing sprint sessions in response to the market changes
  • Driving high-quality traffic and boosting customer engagement
  • Maximizing ROI on marketing spend and improving data management
  • Building and retaining a top-notch team

Calling all CMOs ready to take on the year 2023 – The Growth Agency is here and equipped with a comprehensive plan tailored just for you! Join us as we prepare your business for monumental growth in the upcoming years. New challenges await – are you up to it?

5 Trends that will shape digital marketing in 2023

5 Trends that will shape digital marketing in 2023 1240 520 admin

As the world of digital marketing evolves, new trends and technologies emerge every year. In this article we explain five major changes in store for the next 12 months – you don’t want to miss out on the opportunity to upgrade your growth strategy for 2023

Digital marketing trend #1: Artificial intelligence as the marketer’s secret weapon

As artificial intelligence matures, companies are exploring new ways to engage their customer base. One such way is through artificial intelligence (AI). Businesses can use AI for a number of purposes including improving customer service by providing personalised ad campaigns or even creating products from scratch! With so many perks being offered by this technology it’s no wonder why businesses around the world have already started adopting its uses in order reach out efficiently while also staying on top what customers want However, as with any new technology, there are also some potential risks associated with AI such as data privacy concerns and the potential for biassed results.

AI is likely to become an increasingly important part of the digital marketing mix. Keep an eye on it and see how you can use AI to benefit the digital marketing aspect of your business:

  1. AI will change the way that digital marketers collect and analyse data. Marketers will increasingly rely on AI-powered tools to help them make sense of the vast amounts of data, to better understand customer behaviour, develop more targeted marketing campaigns, and measure the success of digital marketing practices.Tensorflow and Gretel are some examples of AI data tools that help marketers to get insights from all marketing data and make smarter decisions, make more accurate predictions and improve the effectiveness of their marketing campaigns.
  2. AI will also enable marketers to personalize their communications with consumers and send highly personalized messages to them based on their specific needs and interests. This personalized way of communication will be immensely valuable in fostering customer loyalty and driving sales. It is worth looking at some of the AI communication tools to stay up to date with digital marketing trends in 2023.Campfire, Kore, and Meya are all conversational AI tools that help marketers create engaging customer service chatbots and automated conversations that can deliver personalized recommendations and articles.
  3.  AI can also help digital marketers automate copywriting, keyword research, and even video making. For instance, Jasper is an AI-powered copywriting tool that provides customized copywriting advice. Whether you’re writing for social media, email marketing, or even your website content, Jasper helps you craft the perfect message for maximum impact. Descript is another AI video/audio editing tool that can also transcribe audio and video files into text, making it easy to create subtitles or closed captions for your videos.

Read more about the AI tools that our growth experts use at The Growth Agency here.

There’s no doubt that artificial intelligence will play an important role in digital marketing trends for the next year. Thanks to AI, marketers can make their work more data-driven and personalized than ever before with better efficiency too!

Here are a few courses on the subject that can help you get started: Artificial Intelligence in Marketing, Modern Artificial Intelligence Masterclass: Build 6 Projects, Artificial Intelligence Harvard University Courses.

Digital marketing trend #2: Dominate the search results by being voice-ready

If 10 years ago someone told you that Siri will find her way into digital marketing, would you believe it? Fast forward, and we’re looking at voice search and digital assistants as a huge digital marketing potential. The convenience of using our voices to search what we need is what made voice search grow from a niche technology to an integral part of many people’s lives. You are wondering why? Here are 3 main reasons:

  1. More and more people are using voice assistants like Siri, Alexa, Bixby and Google Assistant to find information online. As a result, marketers need to optimise their content for voice search if they want to be found by their target audience. We’re talking about SEO!
  2. Right now, Digital assistants are mostly used for basic tasks like setting timers and playing music, but in the future, they’ll be able to answer complex questions. For example, Instead of having to see or hear an ad and then mentally process it, people will be able to ask digital assistants about products and get immediate responses.
  3. In the past, Voice-activated devices were mostly limited to smartphones and smart speakers, but now, they’re everywhere – TVs, cars, appliances, which will make it easier for consumers to interact with brands and make buying decisions without ever having to use a screen.

It’s clear that digital assistants and voice search are going to impact digital  marketing in 2023 and the years ahead. Businesses that are able to adapt their strategies to these new technologies will be well-positioned to succeed in the future. 

The Growth Agency has been helping clients with data and new technologies for 10 years. If you’re looking to adjust your strategy to marketing trends for business growth in 2023, book a free call with one of our growth experts here.

Digital marketing trend #3: Let customers experience your brand in Metaverse

Another recent development that is expected to have a major impact on digital marketing is the rise of the Metaverse. Metaverse provides a new, immersive way to experience the internet that has already started to change the way digital marketers reach consumers. 

In Metaverse, brands can create their own virtual 3D spaces that can be used for everything from product launches to virtual events and trade shows. It includes the use of Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR). 

Metaverse is expected to replace traditional websites as the primary way that consumers interact with brands online. Here are some examples of how brands can use Metaverse:    

  1. Brand experience: Brands will be able to create immersive experiences within Metaverse that allow them to connect with customers on a deeper level. For instance, Nike has created a virtual store within the Metaverse that allows customers to try on and purchase shoes without ever leaving their homes. Coca-Cola also has used the Metaverse to create a virtual version of its popular Happiness Machine. 
  2. Virtual games: the Metaverse can be used to create the most exciting possibilities for marketing such as play-to-earn games. Players can earn rewards for completing tasks or reaching certain milestones and the rewards can be redeemed for real-world products or virtual items within the game. This presents a unique opportunity for companies to promote their products and implement a new marketing strategy for a captive audience. 
  3. Hyper-targeting: By understanding the unique context of the Metaverse, digital marketers can hyper-target their audience with laser precision. Contextualization will be one of the key digital trends developing over time. In the Metaverse, context can be used to raise awareness of a product or service through targeted ads and in-game events. 

Metaverse will have a major impact on how brands interact with consumers online and collect valuable data about their customer’s behavior in order to fine-tune their digital marketing strategies. Marketers who are able to adapt to this virtual dimension will be well-positioned for success. 

Last but not least, here are some of the courses we recommend for exploring this topic: Metaverse and NFTs for marketing, What is the Metaverse?, Certified Metaverse Expert™

Marketing trend #4: GDPR and marketing: how to align growth and data privacy?

As we all know, the General Data Protection Regulation (GDPR) is a set of regulations that member states of the European Union have to implement to protect the online privacy of their citizens. The regulation came into effect on May 25, 2018. Since then, growth marketers have to comply with these regulations or face hefty fines. How will GDPR affect growth marketing in 2023?   

  • Cookies are going to disappear: In recent years, there has been growing concern over the use of cookies and their potential to violate user privacy. As a result, there have been calls for them to be phased out entirely by 2023, however it has been delayed until 2024. This gives advertisers more time to test cookie replacements, but it also means that there will be a longer transition period for users and businesses. In the meantime, it is important to keep an eye on the developments in this area and to be prepared for the changes.
  • First-party data: Another way GDPR affects growth marketing is that brands will focus more on first-party data. First-party data is data that a brand collects directly from its customers. This data is considered to be more accurate and reliable than third-party data, which is data that is collected by other companies and then sold to brands. As a result, brands will have to focus more on collecting first-party data to target their customers effectively in their growth marketing efforts. Under GDPR, brands also have to get explicit consent from users before they can collect and use their data. 
  • Changes in EU Acts: EU Data Act builds on the GDPR by extending these same requirements to all devices that generate and store data, including smartwatches, fitness trackers, and other wearables. The EU Data Act will also require businesses to provide clear and concise information about their data collection and processing activities. Moreover, the EU Artificial Intelligence (AI) Act is currently in the proposal stage. This legislation would categorise AI applications by three risk categories: Unacceptable Risk, High Risk, and Others. Businesses that use AI voice assistants and products, such as CV-scanning tools that assess applicants, will have to take note of the future requirements they’ll be responsible for, in terms of device data collection and processing. 
  • GDPR will have a big impact on email marketing:  Under GDPR, growth marketers will have to get explicit consent from users before they can send them emails. In addition, they will have to provide a way for users to unsubscribe from their mailing list easily. As a result, digital marketers will need to be more careful about how they collect and use email addresses. They have to make sure that their marketing content is relevant and valuable enough for users to want to keep receiving it. If you want to know more about GDPR read this blog post prepared by The Growth Agency’s marketing team.

So, there you have it! These are just some of the ways that GDPR will affect growth marketing in 2023. Marketers will need to make smart marketing adjustments and stay up to date with the latest EU regulations.

Digital marketing trend #5: New platforms and more personal marketing as a result of digital marketing landscape fragmentation

In January 2022, social media giants Meta and Twitter lost 26% and 31% of their shares respectively due to the poor user engagement. The loss in value not only affected the platforms themselves, but also the digital marketing landscape as a whole. As a result of the decline in Meta and Twitter’s stock prices, many brands began to re-evaluate their social media strategies. 

This tendency will be visible much more in 2023: 

  • New innovative platforms: As a result of decreasing user engagement in Meta and Twitter, digital marketing can face some major changes in the future. That’s why new platforms (for example Tik Tok) may slowly step up trying to take advantage of this situation. Start-ups and smaller businesses will have a much better chance of succeeding. 
  • Creative and personalised digital marketing: Declining user engagement in Meta and Twitter makes businesses find new ways to reach their target audience in the future. It could also lead to the more creative use of digital marketing tools, such as influencer and content marketing. That’s why we can expect an increase in user generated content (UGC) and more organic ways to advertise products and services.
  • New rules and freedom of speech: Equality, more democratic rules and freedom of speech will become a new trend across all digital platforms. This will level out the playing field for digital marketers, who will need to focus on creating truly compelling content if they want to affect their target audience without ideological barriers. In addition, the new rules will also ban platform providers from collecting data on their users without their consent. This will make it much harder for marketers to target ads and create personalised user experiences. 

In any case, the reduced influence of Meta and Twitter will undoubtedly change the landscape of digital marketing in 2023. By leveraging authenticity, new platforms and rules with freedom of speech, brands could build deeper connections with their customers and drive bottom-line results in the future. 

Five key areas that will impact growth marketing in 2023 – A summary

In conclusion, these five key areas will have the most significant impact on the future of digital marketing in 2023: 

  • Artificial Intelligence 
  • Voice search and digital assistants
  • Metaverse
  • General Data Protection Regulation
  • New platforms and more personal marketing according to the digital marketing landscape fragmentation

We’re always ahead of the curve when it comes to creating winning strategies for our clients. If you need help coming up with a plan that will work well in 2023, reach out!

If you would like to read more on marketing and tech tools, you can also dive into our articles about the best marketing automation tools for your business.

The customer lifetime value (CLV), an often overlooked metric by CMO’s

The customer lifetime value (CLV), an often overlooked metric by CMO’s 1024 429 Maryam

As a CMO, you understand that the customer is the lifeblood of your business. You also know that it’s important to focus on acquiring new customers and retaining the ones you have. But what if there was a way to focus on acquiring customers who will bring value to your business for years to come? Introducing the concept of customer lifetime value (CLV) can help you do just that.


What is customer lifetime value?

CLV is a measure of how much profit a business can expect to earn from a customer over the entire course of its relationship with the company. To calculate CLV, you need to know three things: the customer acquisition cost (CAC), the average lifetime value (ALV) of a customer, and the churn rate (the percentage of customers who leave your business each year).

Once you have those figures, you can use this formula to calculate CLV:

CLV = CAC x ALV ÷ (1-churn rate)

Knowing your CLV can help you make more informed decisions about where to allocate your marketing resources. If you find that your CLV is lower than your CAC, it might be time to rethink your marketing strategy. On the other hand, if your CLV is higher than your CAC, you can be confident that investing in acquiring more customers will be profitable for your business.


Factors that affect customer lifetime value

There are many factors that can affect a customer’s lifetime value. Some of these include:

  • The type of product or service offered
  • The price point of the product or service
  • The customer’s age and occupation
  • Their geographic location
  • How often they purchase from you
  • Whether they are referred by someone else


How to increase customer lifetime value

There are also several strategies CMOs can use to increase their CLV:

  1. Invest in marketing initiatives that encourage word-of-mouth referrals. Referred customers are more likely to be loyal and buy more products and services from you
  2. Offer incentives for customers to purchase more often. This could include loyalty programs or discounts for repeat purchases
  3. Tailor your marketing messages to appeal to specific segments of your audience. If you know which demographics are most likely to generate high CLV customers, invest in marketing campaigns that are specifically aimed at them
  4. Increase your investment in digital marketing channels such as paid search, retargeting, and email marketing. These channels have been shown to be effective at driving high-value customers
  5. Use data, customer segmentation and predictive analytics to identify which customers are most valuable to your business. This will allow you to focus your marketing efforts on acquiring more customers like them.


The customer lifetime value (CLV) is a metric that measures the potential profit a business can earn from a single customer over the course of its relationship with the company. Although to track customer behavior and identify trends. This will help you determine which marketing initiatives are most effective at attracting high-value customers.

CLV should be a key metric in every CMO’s arsenal. By understanding your CLV, you can make more informed decisions about where to allocate your marketing resources and focus your efforts on acquiring customers who will bring long-term value to your business.

If you’re a CMO, these articles could be useful for you:

GDPR, a marketer’s nightmare? How to get your marketing analytics stack GDPR compliant?

GDPR, a marketer’s nightmare? How to get your marketing analytics stack GDPR compliant? 1240 520 admin

May 25, 2018, is a date that will live in marketing history. On that day, the EU’s General Data Protection Regulation (GDPR) went into effect, establishing strict new rules surrounding data privacy. The regulation has far-reaching implications for any company that processes the personal data of EU citizens, and that includes many of the most popular marketing technologies. As a result, marketers must take steps to ensure that their tech stacks are GDPR compliant.


The good news is that there are a number of steps you can take to get your marketing tech stack GDPR compliant. First, make sure that all the technologies you use have been updated to reflect the GDPR’s requirements. Many vendors have already released patches or updates that make their products compliant. Second, review your data collection and processing procedures to ensure they meet the GDPR’s standards. Third, create a data retention policy that complies with the GDPR’s requirements. Finally, make sure you have a process in place for handling data requests from individuals. By taking these steps, you can help ensure your marketing tech stack is GDPR compliant.



GDPR compliant analytics tools


Google Analytics is the most popular website analytics tool on the market. However, it is not GDPR compliant. If you are looking for a GDPR friendly Google Analytics alternative, there are a few options available. One option is Matomo. Matomo is an open-source analytics platform that is self-hosted, meaning that you own and control your data. It is also GDPR compliant. Another option is Clicky. Like Matomo, Clicky is self-hosted and GDPR compliant. Both Matomo and Clicky offer similar features to Google Analytics, so you can continue to track your website traffic without sacrificing your privacy.

According to the website, a Belgian non-profit organization that lists all GDPR compliant tools, the following tools are also to be considered GDPR compliant alternatives to Google Analytics:



We’re used to Google Analytics being free, but a lot of the alternatives only have a very basic free option. If you are a data hungry marketer, you’ll most likely want to get a paid version of one of the analytics tools.


At The Growth Agency, we have experience with Plausible, Matomo and Piwik Pro and we will be testing the other Google Analytics alternatives on our different in-house domains, so we can consult our clients in the best way possible. Most of our corporate clients have a year or more to become fully GDPR compliant, but we recommend them to install one or more GDPR compliant analytics tools as soon as possible. Why? This way they can run in parallel with Google Analytics and we have time to figure out which tool fits their needs in the best way. 


GDPR compliant collaboration tools

Slack, Google Workspace, Microsoft Teams, Gmail, Outlook, WeTransfer,.. Chances are we just mentioned quite a few of your daily tools, right? 

Unfortunately, all of them are not compliant with GDPR. It will be a tough job for corporates and smaller businesses alike to get their employees to adopt new tools, that will likely not be as user friendly as the ones we’ve been accustomed to.


GDPR compliant email providers, outlook and gmail alternatives:


ProtonMail and Tutanota are two email providers that offer GDPR-compliant services. Both and provide end-to-end encryption of user data, meaning that only the sender and receiver can read the data being exchanged. This ensures that your data is protected from prying eyes, whether you’re sending an email to a colleague or sharing files via email attachments.

In addition, both ProtonMail and Tutanota allow you to set expiration dates for messages, so that your data is automatically deleted after a certain period of time. This is a useful feature if you’re working on a project with a limited lifespan or if you simply want to ensure that your data is routinely purged. Both tools offer two-factor authentication for an extra layer of security. With two-factor authentication, even if someone knows your password, they will not be able to access your account unless they also have access to your second factor, which could be a code sent to your phone or generated by an app on your phone. 


GDPR compliant messaging / chat tool, Slack and Teams alternatives:


Slack and Teams are tools that we almost can’t imagine business life without nowadays. Remote working made them even more popular and widely adopted.. Both are not GDPR friendly.. If you want to look for an alternative messaging tools, is a popular open-source messaging and chat tool that is designed to be compliant with the General Data Protection Regulation (GDPR). is used by a variety of businesses and organizations, including the European Commission, the UK National Health Service, and the German Federal Ministry of the Interior. offers a variety of features that make it an attractive alternative to Slack and Microsoft Teams, including end-to-end encryption, support for a wide range of platforms, and a commitment to open standards. is also free to use, making it an appealing option for businesses and organizations that are looking for a GDPR-compliant chat tool.


How marketers can brace themselves for GDPR


When looking at different tools, it’s important to establish two key factors.

  1. Where is the company headquartered? The company should have their HQ in Europe and not in the US.
  2. Where is the data stored/ where is the tool hosted? The tool’s hosting should be in Europe and not in the US.


Please note: this is not legal advice. We urge marketers and companies to consult with a lawyer to define the best path to GDPR compliance for their company.


At The Growth Agency, we will be testing more GDPR friendly marketing tools over the coming weeks. If you want to stay updated on this topic, please subscribe to our newsletter!

Increase data and agile maturity

Increase data and agile maturity 2480 1040 admin

Any organization looking to increase its data and agile maturity should start by creating a data maturity model. This will help to identify where the organization is currently at, and what areas need improvement. Once the data maturity model is in place, it's time to develop an actionable strategy for increasing data and Agile maturity. This strategy should be tied to business goals, and should be led by a senior executive such as the CMO or the CEO. By taking these steps, organizations can increase their data and Agile maturity, and position themselves for continued success.

Increase data & agile maturity summary

Above is an accompanying graph illustrating the five levels of data maturity and agility within an organization. It assists decision-makers in determining where their organization is at and what it would take to move to the next level. The data maturity model has five different levels: datafied, data-driven, insights-driven, hyper-personalized, and predictive. In order to move from one stage to the next, organizations need to have an actionable strategy that incorporates data governance, dataOps, data literacy, and analytics. Moving to a higher level of data maturity requires making data a core part of the business, which can be a challenge for many organizations. However, with the right mix of people, process, and technology, it is possible to make the transition and reap the benefits of being a data-driven organization.

There are different data maturity models that organizations can use to assess their data management practices. One data maturity model is the Agile Data Maturity Model, which has four levels: ad hoc data, managed data, governed data, and optimized data. Organizations at the first level, ad hoc data, have data available within the organization but it is not exploited. The data is used only in a very ad hoc way and decisions are based on intuition, not on data. The data is managed in silos and often each unit manager in the company uses data differently. To move to the next level, managed data, organizations need to develop an actionable data strategy that is aligned with business goals. This strategy should be based on an understanding of how data is currently being used and what could be improved. Once the strategy is in place, organizations need to put processes and tools in place to start collecting and managing data more effectively. This will require some investment in technology and training for staff. However, the benefits of having better data will far outweigh the costs. As organizations move up the agile data maturity ladder, they will be able to make better decisions, improve operational efficiencies, and drive growth.

Level 1

Ad hoc data and agile maturity

First level is ad hoc data and agile maturity. Meaning that you have data available within your company, however, it is not exploited. The data is used only in a very ad hoc way. Accordingly, decisions are based on intuition, not on data. The data is managed in silos and often each unit manager in the company and full-funnel different business units uses different types of data.

No one really knows which data is correct. This is what we call a firefighting database; usually managed in spreadsheets and not in a dashboard or similar. As well there are often no complete funnel measurements, with the result that you don’t really know where or why the dashboards are.

Level 2

Opportunistic and data management

On the second level, it’s opportunism and data management. At this level of your company, there are already some attempts to formalize requirements and measures. Progress, however, is often hampered by culture. There are a few initiatives ongoing, but without a clear structure.

At that level, we often face organizational barriers, maybe IT barriers, different management stuff and different tools. In fact, there’s no design direction within the company. Strategy is not achievable.

It’ s decided again on the basis of intuition, it’s not really effective at this stage too. Data quality efforts are already in place. while measurements are still being made at different levels.  For business units, this is often the case.

Level 3

Systematic data maturity

Now we are dealing with an achievable strategy. The vision begins to be formed and also communicated and used throughout the organization.

Agile and Data use is even now picking up. Internal data sources are linked. Both are integrated, and possibly linked to third party data as well. Finally, information infrastructure is in place.  

Business leaders are progressively turning into Data and Analytics Champions while leadership data is now formed. Thus, we’ re at level three, systematic and data maturity.

Level 4

Competitive data maturity

Now that the data is systematized and mature, we move to the next level: competitive data maturity, we shift to a phase where executives become data leaders. Data champions communicate best practices throughout the organization.

While initiatives are picking up, a Chief Data Officer is appointed. He or she is responsible for  making data driven decisions. So a lot of times when business units need to access data or need to have data insights, they turn to their Data Champion as well. 

We understand, therefore, that data and analysis are the fuel for performance and innovation. Moreover, they link programs and units together and program management is progressing.  We ultimately see how return on investment is based on data.

Level 5

Transformational of data maturity

It’s the Holy Grail. Few companies have reached this level so far, but it is certainly a source of inspiration. Such companies are the ones where you see that data and analysis are at the heart of the business strategy. So, a business strategy is based on data and data also influences marketing investments, afterwards strategy and execution in turn are aligned between business units. Business strategy is continuously improving and data-driven.

Such companies therefore have an outside perspective. They have achieved a Data Officer whose role is mostly to be a member of the board of directors as well. Therefore, it is someone who is critical to the strategy, so they use predictive analytics in all business units. Everyone applies the same KPI. 

 As we can see now, information and data are a strategic asset for the company. On this basis, they are one step ahead of their competitors as well as their business strategy is based entirely on that data.


This is a brief overview of how we classify companies based on data and agile maturity. And as a growth agency, our primary goal is to help companies move through these different levels.

Realistically, moving from one level to another takes companies about a year, even several years, for some companies. This will differ according to the infrastructure, company age, whether the different business units are managed, and so on.

Are you looking for ways to grow your business? Do you have a data-driven marketing strategy? At our company, we help ambitious businesses use data to create and execute growth experiments. We offer business intelligence and consulting services to help companies increase their revenue. Our team of data-driven marketers and consultants can help you develop a growth strategy that works. We can also provide advice on how to use data in your marketing efforts. Contact us today to learn more about our services.

an animated person choosing an answer in a lead generation quiz

Creating a Lead Generation Quiz. An Ultimate Guide

Creating a Lead Generation Quiz. An Ultimate Guide 1240 520 admin

Why Do Lead Generation Quizzes Work So Well?

Lead generation is a top priority for all marketers. Using interactive content is not only an effective way of educating users but also an engaging method to pull them into the conversion funnel.

Nowadays, customers, both businesses and end consumers, are becoming increasingly demanding in terms of speed, customization, and overall quality of the experience. 

By using the questionnaires as a lead generation tool, you can not only segment new leads, but also make personalized recommendations and customize your future campaigns.

Quizzes as a lead generation tool are a win-win success device: they provide your audience with a fun and interactive experience and possibility to gain free, valuable information. At the same time, you are getting valuable insights from your prospects that can help you improve your marketing campaigns in the future. 

Building a quiz has many benefits; it can help you understand what your leads are interested in, their preferences, learn more about them and even their position in the customer journey. But not only that. You may also educate your prospects and push them to consider your product or service as the right solution for them. Moreover, the entertaining and attractive format of a quiz helps to combat the usual reluctance associated with submitting information and filling out forms. 

Let’s recap the benefits of a lead generation quiz:

    • Engagement – quizzes are an engaging way to convince prospective customers to fill out your lead capture form;
    • Virality and reach – quizzes can be easily shared;
    • Applicable anywhere – quizzes work well for both B2Bs and B2Cs;
    • Universality – it can be tailored to work for any business;
    • More insights – quizzes provide valuable data to segment and get to know your audience better;
    • More trafficdriving relevant traffic to your website and into your funnels;
    • Free Attractive Value – quizzes are great at educating and warming up your potential customers.

How Does a Lead Generation Quiz Work?

Let’s take a look at the following example of a lead generation quiz:

  1. Let’s look at the following example from The Growth Agency: The quiz is called “How Data Driver is Your Company?”
    1. Its purpose is to:
      • capture contact information from quiz takers and
      • direct them to the specific content page
      • identify each lead’s characteristics
    2. The quiz opens full screen to provide an immersive experience.
    3. The reader is presented with a series of questions with images representing each answer for a quick and visual way, to move on through the quiz efficiently.
    4. After the prospect is done with the quiz, an opt-in form appears, asking to provide the required contact details (name, email, etc,) they must fill these in to see the results.
    5. The “terms & conditions” and “opt-in for marketing emails” checkboxes are presented.
    6. The reader is shown the results of the quiz with CTA links that drive them further into your funnel. 
    7. Then comes the series of follow-up emails or next steps in your marketing funnel.

How to Make an ultimate Lead Generation Quiz

Step 1.

Choose a quiz-generating platform. We recommend:

Step 2:

Start with a title. Use the most engaging formats, like:

  1. Personality/lifestyle quiz
  • “Which (Blank) Are You?” 
  • “Which (Blank) best fits you?” 
  • “Find out your (your product, e.g., perfume, type of house, etc.”)
  •  “Find out the best type of (your product) for you
  1.             Knowledge assessment quiz
  • Check how much you know about (a topic relevant to your customers and business)”
  • “How well do you know (a topic relevant to your customers and business)”
  1.             Scoring quiz
  • “How ready are you for (your product)?”
  • “Answer these X questions and we’ll tell you what next steps you should take as a (e.g. business owner)”

Fill in the BLANKS with either products relevant to your business or the groups of customers you serve.

Step 3.

Ask specific, high-value, educational questions, which will allow a potential customer to reflect on their current situation and learn some  new things and perspectives. The quiz should help your target customer take a few steps forward to getting closer to solving a problem and then linking the solution to your product or service.

Step 4.

Use Images, Videos, and Audios to illustrate the answers and help people flow through your quiz smoothly, enjoying the experience. 

Step 5.

Make the quiz easy and short, from 5-10 questions with 4-6 answer choices, with a mixture of short and long answers, as well as a selection form. Remember that people will ignore a quiz if they’re not interested in the topic, or if the quiz is too long. The time to complete a quiz should be under 5-10 minutes.

Step 6:

Make your prospects feel like they’re having a conversation with a friend. Formulate your quiz questions as if you were talking with them in person, using pronouns, like “you, I, we”. 

Step 7.

Make an opt-in form to capture email leads. Tell people they’ll receive the quiz results (in an email or downloadable pdf form) into their email inboxes. Around 56% of people will convert at this stage. If your prospects have already invested at least 2 minutes answering your quiz questions, they are more likely to share their details and be curious about the results. 

Step 8.

Add a less noticeable “Skip this Step” option at the bottom. You don’t want people to opt-in just to see their quiz results and then unsubscribe immediately.

Step 9.

Send people different emails depending on their quiz result with personalized information for each outcome. Tease the quiz takers with extra tips that will help them improve and stimulate them even more. Other incentives may include exclusive gated content like a webinar or an eBook, a coupon, store credit, a gift card.

Step 10. 

Keep the results 3-5 sentences short. Keep the results interesting and engaging! Whether you share it in the form of an email newsletter, an article on your website or a downloadable ebook, the prospects are really looking to get some good value here – so make sure you deliver. If your lead magnet is good enough, they might want to share it with their friends and family, who in the future could turn into even hotter leads!

Step 11.

Via a clear CTA, direct people to a relevant page on your website or into your funnel.

Step 12.

Send a follow-up series of emails for each of the quiz results within certain intervals. The purpose of these emails is to capture the leads that might have slipped through the funnel without taking action and to qualify your leads better, so make sure you’re providing some good, interesting value here, and don’t forget about the CTA’s!

Best practices are:

Email #1 (right away) can contain the quiz results again with more details. It will also give you a chance to include other relevant content you want to point people to and interesting Call To Actions directing people further into your funnels.

Email #2 (3 days later) can contain the descriptions from the other results from your quiz and other relevant links to your website.

Email #3 (4 days after the second one) can contain suggestions, recommendations. Now you can start digressing from the initial result topic and establish yourself as an area expert.

Email #4 (3 days after the third one) can contain more advice based on the quiz result and offer to have a meeting/webinar / free course registration or customer feedback.

Step 13.

Promote your quiz when it is ready a) on your website as a popup b) on your website as an announcement bar c) on Facebook as an ad.

Read more about how to boost your growth.

Referral marketing

Boost your revenue with referral marketing in 2022

Boost your revenue with referral marketing in 2022 1240 520 admin
“Tell your friends about us and you’ll both get 30% off” “Invite your friends, get a discount of up to 50″  “Give 20% and get 20″  – these offers sound tempting and encouraging to many customers. They are all examples of referral marketing.  Below you will read about the benefits of referral marketing, mistakes to avoid, top referral marketing tools and types of rewards.

What is referral marketing?

Referral marketing is a strategy used by enterprises to encourage their current customers to recommend their services or products to their network in return for some incentives.  This strategy has many benefits that we are going to discuss below.

8 Benefits Of Referral Marketing.

1. Referral marketing reduces your customer acquisition cost drastically.

All marketers seek to reduce the cost of acquisition for their customers, or CAC, and increase the company’s revenue. This is the permanent objective of any business that wants to survive and continue to make a profit. A well-thought- through referral marketing program allows companies to increase their conversion rates, grow revenue and prolong customer’s lifetime value.

Referral marketing statistics

2. Referral marketing makes your ROI skyrocket.

While gifts and discounts are not very costly for your company, they can become a good investment in advertising compared to other ways, such as traditional paid advertising. Moreover, you can experiment with different types of rewards and incorporate your referral campaign into your loyalty promotion program, which will further optimize your costs.

3. Referral marketing wins the trust of your customers.

Recent consumer surveys show that people tend to trust their other people’s recommendations more than regular advertising. According to Nielsen Global Online Consumer Survey, 9 out of 10 people trust the recommendations of their friends. Apparently, people are more likely to buy goods or services advised by someone they trust. Not only are they more likely to make a purchase , but they also spend more and stay loyal to your brand for longer. Look at some convincing statistics below:

Referral marketing statistics

4. Referral marketing boosts customer retention enormously.

97% of marketers prioritize customer retention over acquiring new customers. Although the likelihood that a customer will return varies from sector to sector, your current customers are more likely to purchase from you again and again. That is why it is essential to give them an additional reason to do so. 

Customers participating in referral programs are more likely to remain loyal to your company. As attracting new consumers appears to be more costly than retaining current customers, this is often one of the main benefits of referral marketing.

5. Referral marketing expands your reach to thousands of potential customers. 

 Referral marketing allows you to expand your reach, using your clients as ambassadors for your brand.  What is more, there are almost no restrictions on your customer recommending a friend or a colleague a good product or service. Since many people have a wide range of friends, the referrals of clients will also allow you to expand your client base with minimum expenses.

6. Referral marketing wins top quality customers with higher lifetime value.

Referred customers have already received a positive impression of your company because you  have been recommended to them by a peer.  Customers referred by a friend, family member or colleague have a 25% higher lifetime value, compared to other clients.

7. Referral marketing gathers a huge amount of valuable data.

Modern consumers value individual experience.  By tracking consumer behavior, you can give your clients the benefit of personalization. It also gives you a good idea of the general market trends that can help your brand become better at meeting or even exceeding your customers’ needs. It also helps you to target a more relevant audience which will increase your conversion rates. Gathering data is made possible by using such referral tools which automatically aggregate and structure information.  Referral marketing platforms allow you to track and orient your most loyal clients to receive awards and provide more personalized interaction.

8. Referral marketing raises brand reputation and awareness dramatically.

Referral marketing can help clients learn about your brand and improve your overall reputation. 85% of modern consumers consider joining authentic, honest brands that have a strong voice and positive influence. By empowering your customers to tell your story, you get a powerful resonance in the consumer market. By identifying, empowering and rewarding your most loyal clients you make them feel appreciated and valued.

Having trouble carrying out your referral marketing strategy? 

Here is why your referral campaigns might not be working:

1.Your clients might not be aware of your shiny new referral program.

To ensure that you communicate about your referral campaign effectively, use every touch point with clients. In addition to offering the program to active brand advocates, add references to your referral scheme to any or all of the following locations:

  • Your website ( several pages)
  • Your Social Profiles
  • Your Email Signatures
  • Automatic Emails 
  • Landing page
  • Newsletter
  • Thank you pages
  • Pop-ups on customer pages

Do not forget to ask clients how they found out about the program. This will not only show you the channels you need to focus on, but will also open up new opportunities and reveal critical areas of the program.

2. Your referral program is a real pain in the neck  for your customer.

If you ask your customers to do something for you, make it as simple and clear as possible. They won’t bother to refer you to anyone if they see they have to fill in multiple forms, use complicated referral links and make any other effort.

The look and feel of each referral programme should be transparent, coherent with its brand, and work in synergy with the brand’s other advertising and marketing programmes. Landing pages or platforms that look different may confuse or even repel your customers.

Don’t hesitate to check the usability of the referral program and ask your friends or family to test it. Ask those people to give honest feedback to the program and point out the areas which need improvement.

It is important to show your clients how to share your referral program links. Don’t assume that your customers know how to share their referral link when they sign up for a referral program. It is always best to guide them through the process. You can create a picture guide or an explainer video showing how to share the link:

  • as a post on social media and on your profile
  • under your YouTube or Facebook videos and in the comments
  • in an email to friends, family and colleagues
  • on the  website or blog and so on.

3. Staff don’t know or understand how exactly your amazing referral program works.

Your staff should be aware of your referral marketing program to explain it to customers. Everyone should understand the referral program, and first and foremost your customer service team members should be able to guide customers through the process and its benefits.

4. Your customers are not crazy about your product.

If your product is not appealing to customers even magic will not make it work. Referral marketing is for companies who have satisfied customers, good products and are confident about their reputation. Before implementing a referral program, fix all the issues with your customer service and product quality. 

Customers will tell you if they are happy, in the form of ratings, public  and social media reviews and direct messages. If they don’t tell you, think of ways to get their feedback and how to fix a broken customer recommendation system. Add NPS (Net Promoter Score) to the list of KPIs to track to identify and please  your most loyal customers and potential brand advocates.

5. Is your customer service lacking?

Excellent customer service plays a major role in the success of a business. It is also the best way to introduce referrals. Ignoring customers’ concerns, comments and questions in emails and on social media will make them feel unvalued. Your dedication to your customers will make them pleased with your service. Sincere and helpful attitude will always give you a competitive advantage.  Take the example of Axa France  which managed to reduce negative comments on the AXA France Facebook page by 53%.”

Exceeding your customers expectations in customer service should be your priority. When your customers have a good experience with your company , they have a desire to talk about your brand. That’s when you can capitalise on their positive experience and introduce your referral programme. By exceeding your customers’ expectations every time, you will gain a powerful competitive edge and stand out from your rivals. Going the extra mile in customer service doesn’t have to be expensive. They can be offered a gift, discount or branded merchandise.

Read about: 12 Tips, Tricks, and Strategies to Redefine the Ultimate Customer Experience

6. Are you offering enough incentives to your customers with your referral program?

Your referral programmes will hit the brick wall if customers are not interested in your offer. Remember that most people want to do as little work as possible. A poor referral bonus, non-motivating bonus will not make them recommend you.

If you have a referral scheme in place, but the engagement is low or close to zero, this is one of the first things to check. Conducting AB tests with different incentives might be a solution until you find a winning combination. Get inspired by the best referral programs and more importantly keep an eye on what your competitors offer.  

Referral rewards and incentives to skyrocket your revenue

Why do you need an incentive in a referral program?

Of course, your most loyal customers will refer you to anyone without being rewarded. But always going an extra mile and exceeding their expectations by rewarding their efforts is something you will be remembered for. 

In general, reward bonuses tend to increase the likelihood of referrals. It gives customers a good reason and pushes them to choose you and to share your brand with others. So instead of passively waiting for your referrals you can scale them and make them more reliable. An important decision to take is who is going to receive the rewards. The rest will be done by one of the referral marketing tools that you will choose to automate the process.

There are a few options for a good referral program incentive:

  • existing customer
  • potential customer (referee)
  • both of them.

If you offer a bonus to an existing customer, chances are high that they will be more inclined to refer  you to others since they receive something for their job. It can also strengthen your relationship with customers and increase retention rate  as well as overall brand loyalty. On the other hand, potential customers may see a double bottom here and doubt the sincerity of existing customers.  In any case this type of bonus is best for new companies with affordable products who are growing their business and brand awareness. 

Offering a bonus to a potential customer, increases the chances of someone to get converted. This way you are increasing your odds of them moving forward in your sales funnel. However, if you leave the existing customers without any incentive they will not actively refer to your business. It might just not be at the top of their mind. Yet, this model is good for subscription business models, frequent or luxury purchases businesses. Rewarding new customers is also popular among SaaS or service companies.

Rewards for both, or a double-sided referral program gives both parties the reason to join you. You do not harm the reputation of your advocates by making them seem self-serving and increase the effectiveness of the whole process. However, some companies simply can’t afford to give out too many rewards at the initial stage. Moreover, tracking the incentives from both sides can multiply their work.

Popular types of rewards

After choosing the recipients, it is time to choose the type of rewards. To make the right choice you should take into consideration the type of your business, kind of products you sell, how often purchases take place, who your customers are and  what rewards would be the most motivating for them. 

This is a list of the most popular rewards for referral programs.

  • Discounts
  • Cash
  • Points
  • Free subscription
  • Donations
  • Gift cards
  • Contests or Giveaways participation
  • Exclusive Event
  • Product Upgrades, etc. 

Top referral marketing tools to use in 2022.

The best way to simplify the workload incurred by putting a referral program into practice is automation. Using special referral marketing tools will simplify your life in many ways. 

The top features from referral marketing tools are:

  • quickly build your own referral program using templates;
  • customize the templates so they go with your brand;
  • implement the software without external help;
  • track and monitor everyone using the referral program;
  • experiment with different reward structures;
  • run several referral campaigns at a time;
  • Prevent frauds;
  • Perform A/B testing;
  • See analytics, etc.

 These are the top referral marketing tools of 2022:

Referral marketing tools will guarantee smooth implementation and running of the campaign as well as a seamless customer journey.

Depending on your budget, desired features, platforms you are using and integration complexity you can choose the  referral marketing tool that is most suitable for your business. The main differences between the tools can be found in the price and packages they offer, fraud prevention option, availability of such features as reports and analytics, possibility of running several campaigns, customer support quality and sales volume requirements. 

Read about The Best Customer Journey Growth Hack of all Time

Convinced to start? Or do you want to speak to one of our experts? Get in touch with The Growth Agency to discuss how referral marketing can increase your revenue.

The Truth Is in the KPIs: The What, Why, and How of Marketing Analytics for Growth

The Truth Is in the KPIs: The What, Why, and How of Marketing Analytics for Growth 1240 520 admin

According to the Deloitte CMO report, 38% of marketing leaders consider driving growth their top challenge. 

It’s no wonder then that marketing analytics play a larger role in business strategy than they have in the past 6 years. 

Smart business owners like you are using marketing analytics strategies to grow their revenues. If you want to join them, this guide is for you.

Want to know how you can start saving money and time with data-driven growth marketing? Keep reading for the what, the why, and the how.

What is Marketing Analytics?

Marketing analytics is a cost-effective way to determine how well or how poorly your marketing campaigns are working. 

When used correctly, marketing analytics can inform your advertising strategies and ground your choices with objective data. You can key in on the behaviors of your target audience to understand their buying patterns. 

Consumer behavior is highly important today since the digital world has changed the buying process. More dynamic than ever, big data can help break down a complex customer into understandable behaviors. 

Best of all, you can quantify those behaviors to help you make smarter marketing decisions. 

Measuring Success

A marketing analytics strategy aids in growth marketing, which is the focus on both company growth and customer retention. But in order to determine whether your strategy is working, you need a way to measure its success. 

This is where RCQ comes in– reach, cost, and quality. 

Reach refers to how well a particular marketing effort touches your target customer. Cost is the price per reach. Or, in other words, the cost of targetting and converting a customer. 

Quality means the quality of engagement. For instance, your company may rank a sale as higher quality engagement than a share and a share as higher quality engagement than a comment or like. 

Data Functions

Marketing analytics have nearly endless functions with all the new technology coming out these days. The industry is projected to reach $4.4 billion globally by 2023 for this very reason. 

But with so many analytics tools on the market, it can be difficult to decide which functions are vital to your business. Segmentation, funneling, and integration of channels are three functions any marketing analytics strategy should include. 

Segmentation is the ability to break down an audience into its component parts. While you have a broader target audience, there will be smaller groups contained within that audience.

Segmentation allows you to focus in on individual buyer behavior you might not see from the bigger picture. 

Marketing funnels have been around forever but their role in marketing is changing. Instead of using funnels primarily to generate brand awareness, funnels should be used to target different forms of traffic depending on the consumer’s place in the buying stage.

Funnel customers from cold to warm to hot traffic using different analytics-informed strategies for each group.

Integration is the ability to use multiple channels to target customers. These channels might include:

  • Email
  • Digital ads
  • Traditional ads
  • Social media feeds
  • Website

But it’s also important to be able to break down each channel by individual analytics. That way, you can more easily assign credit for conversions and analyze each channel’s performance. 

Why You Need Marketing Analytics Strategies

So you know what marketing analytics are. But you may be wondering why you should care. What can analytics do for your business that innovation and creativity aren’t already doing?

Marketing analytics are data-based, which means using them will help your company make decisions backed by reason. And why do you want to make reason-backed judgments?

Because marketers who have an analytics-informed strategy are primed to increase growth, maintain retention, and improve MROI. 

Increase Growth

When you understand your buyers’ behaviors, you understand how to mold the buyers’ journey.

This is in part possible because of customer-level reports, which offer deep dives into an individual buyer’s behavior. You can then create a visitor profile to which future customers can be compared. 

Instead of creating an abstract buyer persona alone to reach out to, you’ll have a real person to tie that persona to. Your business will better understand each individual within your consumer market and how best to target them.

The result? A better growth strategy in the long term. 

Maintain Retention

Your goal as a business isn’t just to convert sales. It’s also to retain customers and clients for the future. Part of this is understanding more than just what converts the most customers. 

You should also understand why a marketing effort converts. That way, you’re more set up to serve your audience in the long-term. 

Improve MROI

Marketing return on investment (MROI) will improve with the use of analytics. 

You’re wasting thousands of dollars on channels that just aren’t working. But how can you know when your current strategies aren’t set up to show you what isn’t making its MROI?

Marketing analytics:

  • Cut back on wasted efforts
  • Show what’s working
  • Quantifies how well things are working or aren’t 

Keep in mind, though, that both the idea generators and the data analyzers should be in communication. Companies that make analytical approaches the core of their business see MROI decrease two-fold over those who outsource their analytics. 

How to Use Analytical Metrics for Growth

Using metrics for growth hinges on your ability to implement them successfully. 

You can use data to understand buyer behavior instead of just conversion rates. You can visualize places where you’re losing customers and re-focus on helping buyers in every stage of the purchasing cycle.

You can identify new submarkets to expand into. And you can use analytics to track website visitors, conversion funnels, and even automated emails.

But if you don’t utilize all this data to inform your actions then you won’t see growth. 

So how do you transform metrics into growth strategy? Here is our 5 step guide to utilizing marketing analytics in your business. 

1. Define Your Goals

The first question you should ask is what are the business needs? After all, how will you know your marketing efforts are working if you don’t have goals to measure them against?

You can start by defining your key performance indicators (KPIs). KPIs are metrics that help you measure your progress toward or away from your goals. 

For instance, your KPIs might be to improve conversion by 20% before the end of the year. Another indicator might be to retain 40% of your customers through a re-targeting email campaign. 

Whatever your goals may be, make sure they each have two things in common. Your goals should be measurable and they should be specific. 

An immeasurable goal might be to make customers happier. How would you quantify their happiness? And what purpose does customer happiness serve your overall marketing goals?

Specific goals are those with numbers, statistics, or percentages. That means setting a goal to increase brand awareness is not specific enough.

You want to say how many more people you want to reach this quarter than last or define a new demographic you want to reach plus how many individual people constitutes successfully reaching that new audience. 

Analytics come in when defining your baseline. They also matter for creating reasonable objectives that you can actually achieve.

2. Do the Research

When it comes to marketing, the success of your efforts often hinges on your ability to understand your audience’s behaviors. That’s where market research comes in. 

Market research is a combination of analyzing your own efforts, your competitor’s efforts, and the buyer’s behavior to make smarter decisions. 

You can do this a number of ways. 

First, you might consider polling your audience. Polls and quizzes are popularly used on social media and can be an extremely direct way of researching your target customers. 

You may also want to use keyword research. Google Trends is helpful for this. But so are hundreds of other companies that offer free and cheap keyword research tools.

When performing keyword research, ask yourself:  

  • What keywords is your audience using?
  • What keywords are your competitors using?
  • What keywords are not being used currently that you could use going forward?

Keywords can help improve your brand visibility. They also help with search engine optimization (SEO).

Finally, identify the kinds of sales your competitors are doing. Then, do similar promotions but better. This also includes researching industry prices and identifying what products or services may not be converting because of cost.

3. Run A/B Tests

Now that you have your goals and you’ve gathered your intel, you can start running A/B tests. These experiments throw two different but related strategies into a ring and see which one comes out on top.

For example, you may want to test two different types of copy on your social media ads to see which better converts cold traffic. The first ad campaign (A) tests out short and sweet copy that explains your brand promise. The second (B) tests out copy that tells a brand story.

You can run A/B tests for content formats, copywriting styles, different CTAs, images, platforms, and more. Also, the longer you run your A/B tests, the more data you’ll have at the end. And, as with all scientific experiments, the more data you have the better. 

You can also use A/B tests to measure different advertising channels against each other. Marketing-mix modeling breaks down spending by channel. That way, you know which channel is making the most MROI and which channels you should shave back efforts on. 

4. Measure the Analytics

Once you’ve run your A/B tests, it’s time to gather the data and find out what’s working.

Tools like Google Analytics can help you out. For free, you can see:

  • The number of website visitors per day, month, and year
  • Which regions in the world contribute the most traffic to your business
  • What devices your audience uses to interact with your brand 

However, this data means absolutely nothing if you don’t translate the numbers into action. Analytics software can help you out with this. There are tools to help convert data into actionable insights to drive growth, retain customers, and improve your MROI. 

You can easily convert some results into directly related insights. Less direct traffic, for instance, usually equates to low brand awareness. Meanwhile, engagement is a direct correlate to campaign ROI. 

The data informs you about your efforts. In this case, you would want to re-focus your marketing strategy on improving brand awareness through more paid ads and increasing engagement with a stronger CTA. The next step would be to take action and perform a new A/B test. 

5. Shave off Excess

The purpose of all this is to grow your business, your customer base, and your revenues. Using your newly acquired data, your final step would be to feed funds to the marketing efforts that are working and cut back on channels that aren’t.

But when one of these streams begins to underperform, it may be time to shave back your efforts there to refocus your energy on higher performing channels. 

Attribution modeling can help with this because it’s the ability to attribute a conversion to the specific marketing effort that should receive credit for it. These tools also help assign dollar amounts to individual activities, campaigns, and results.

The attribution model also serves as an aid for the team and management to more easily visualize successes. 

If your business can accurately identify which efforts are earning their MROI, all your marketing efforts will get easier. 

Marketing Analytics Companies for Hire

Transitioning to and maintaining a data-driven strategy for your marketing efforts can be difficult. But it doesn’t have to be.

As long as you follow this guide and find the right marketing analytics company for your business, you’re bound to have a fruitful year. 

Looking to hire an agency devoted to growing your MROI? The Growth Agency was made for companies like yours. Find out more about our services and get a Growth Proposal to find out what we can do for your business. 

What Questions Should CMOs Be Asking About Growth Marketing?

What Questions Should CMOs Be Asking About Growth Marketing? 1240 520 admin

With 1/3 of CMO budgets going to marketing technology. Having a campaign that delivers results is crucial. 

That’s why many organizations are turning to growth marketing. It is a more focused, data-backed approach to strategy. With more success than traditional marketing. 

Adopting a new system can be concerning. 

But, CMOs who know which questions to ask. Will feel more confident in deciding if a growth marketing strategy is right for them.

So, think you’re ready to integrate a growth marketing strategy? Here are the questions you should be asking.

What Are Your Goals? Is Your Current Marketing Strategy Supporting Growth?

Seventy-four percent of CMOs have little to no confidence in their current technologies. They don’t even think the tech tools they use align with their overarching goals. 

A successful marketing strategy is reliant on one key thing. The alignment with an organization’s business goals.

That includes every department’s goals. Like human resources, recruitment, and sales. 

It’s nearly impossible to expect one area of a business to grow. If it doesn’t work harmoniously with all the other parts.

That’s why growth marketing is such an excellent solution. It gets every department on the same page. All moving together with the entire organization upward. 

Think of a company like a small machine. The machine first needs a purpose (goals). Then multiple parts (departments) to work together to support that goal. 
This mindset is especially important for growing companies. Who need to meet growth milestones.

Reflection Point: Has your organization communicated its overarching goals to the marketing department? Does the current marketing strategy support these goals? What about the other departments in the company? Are everyone’s strategies moving towards a singular goal? Are there ways each department could better serve each other?

Is Your Current Strategy a One-Size Fits All? Or Customizable to Your Needs?  

Many companies often find themselves committing to templated marketing strategies. Designed in the interest of the agency serving them, not in the best interest of the company itself.

This is apparent when you feel like the social media networks you’re on don’t make sense for your business. Or you’re not feeling the benefits. Or like a strategy really aligns with your goals.

These strategies are often based on industry standards that work for most companies. But, what’s standard does not always engage every type of audience.

Why should an organization pay a “standard” fee? If it only provides a fraction of the desired results? 

This is why starting with growth strategy is so important.

A growth marketing strategy is experimental. But is backed by data.
This rules out what an audience actually responds to, versus what it does not respond to.

Over time this fine tunes a marketing strategy. It better places time and resources. Into the areas proven to drive results. 

Reflection Point: Are you carrying out tactics purely because you think you should be?  Not because they are actually wielding results?

Could Automation and Tools Help? 

There’s a tool for everything in today’s world of automation. But before jumping on the bandwagon. It’s important to take the time to analyze which tools will actually be beneficial to you.

Not doing this will just waste time and assets.

Choosing how to rate a tool, comes down to the company’s overarching goals. The right growth marketing strategy will use tools that make processes easier. Not more difficult. 

Here are some of the core tasks in a marketing department that can be easily automated:

  • Lead nurturing. Automation can make the process of cold emailing and maintaining relationships simpler. It gives marketers more time to focus on more management and creative projects. Making processes more effective.
  • Inbound lead generation. Instead of manually sifting through contact lists and social media profiles. Automation tools can do the work. 
  • Automated customer journey. These tools connect all your digital assets. They allow a marketing team to analyze them, and to see how they work together. 

When the right tools are utilized teams will feel a sense of relief. Processes will seem to go faster, and there will be more time for a team to focus on other undertakings. 

According to McKinsey, demand for higher cognitive skills like creativity will grow by 20% by 2030.

Having the right automation tools in place to carry out monotonous tasks. Will set a team on the right track for customer’s needs now and in the future. 

Reflection Point: Do you currently use tools? If so, do they seem to distract your team? Or make them work more efficiently? If you don’t currently use a tool, which tedious tasks could automation improve? 

Are You Getting the Leads You Should? Growth Marketing Can Help

When it comes to your lead strategy. Red flags aren’t always easy to see.

It’s not always as clear as, not getting the desired number of leads equals failure.

What good is reaching a quota if none of the leads are resulting in sales?

The quality of the contacts is more important than quality. You want to target the right decision-makers. In the right target audience.

This is where growth hacking comes into play. The right growth marketing strategy will be experimental. It will many different avenues for obtaining the right leads.

Until the correct target market is reached.

The right growth strategy will take an in-depth approach. To focus on specific buyer personas in the right stage of the customer journey. 

Reflection Point: Is your current lead strategy generating organic traffic consistently? Are you utilizing your website as a source for leads? Are you building relationships with the right buyer personas? 

Are You Really Utilizing Data in the Best Possible Way?

The possibilities of data seem endless and promising.

But data is no good if it isn’t managed, and the right metrics aren’t analyzed.
If a business isn’t utilizing data at all. There’s no clear way to define success and failure. 

A data-driven growth marketing strategy pulls data from many sources. It encompasses SMO, SEO, and other metrics to create a clear picture of the state of marketing.

This helps create an actionable plan that promotes company growth.

Implementing a data-driven strategy can benefit an organization in a few key ways:

  • Direction. A strategy that only utilizes trial and error can have a team running in circles over time. Data reveals achievements plainly. Without direction, it can be impossible to know if a strategy is growing in the right direction.  
  • Market Segmentation. Data helps to understand and connect with customers on a deep level. Knowing the customer makes it easier to see what problems a business can solve for its target market. Market segmentation helps identify groups within an audience and better serve their needs.
  • Action: Data makes goals better defined, more measurable and trackable.
  • Improved Conversion Rates. Data makes it easy to count how many downloads a product has had. How many emails were opened. How many new followers you gained during a social media campaign. And how many customers have submitted their contact information on a website. Analyzing these can reveal which conversion rate optimization (CRO) strategies you need.
  • Greater ROI. Tracking ROI for assets like content and social media is challenging. It takes a skilled marketer to understand exactly which metrics are meaningful. And how to calculate what is actually reeling results. Tracking the right data is the only way to understand ROI. 

Reflection Point: Does your current marketing strategy have clear, trackable and measurable results? Is ROI elusive? Is your team able to analyze what is working and what’s not? 

Are You Providing the Right Support to Reach Your Goals?

The only way for a growth marketing strategy to succeed. Is if it has a champion in the executive boardroom.

As discussed earlier, marketing, sales, recruitment, human resources, and other departments are connected.

The marketing department shouldn’t be a little lost island. All alone somewhere within your organization.

It needs to be part of the bigger conversations. To promote sustainability in business.

Before attempting any new marketing method. Decision-makers must ask themselves if the current infrastructure supports growth. Are you ready for the changes you seek?

Consider these things: 

  • Does executive leadership support the marketing departments efforts? 
  • Is the marketing department staffed correctly? Are there enough people with the right skills to carry out future strategies? 
  • Does the budget realistically support the rate of growth desired? 

Reflection Point: Does your framework support a growth marketing strategy? Do you need to restructure? Are there new roles that need to fill? Old ones that no longer serve your goals? What Will a Growth Marketing Strategy Look like?

What Will a Growth Strategy Look like?

If you’ve chosen to move forward with a growth marketing strategy. The next step is to choose the right guide for the journey.

Here’s what to expect after you’ve chosen an agency.

  • An in-depth audit of all the current marketing initiatives. CMOs can expect to provide a lot of different types of information during this process. Not only simple information like logins and passwords. But reports, historical documents, budgets, branding information to name a few.
  • The goal is for the marketer to completely understand the current state of marketing. Where successes and failures have been. Where improvements can be made in the processes and product. 
  • Realistic, measurable and trackable goals will be set. After a thorough phase of research and communication has concluded. Goal setting will be the next step.
  • Expect an initial, collaborative meeting that may result in a handful of revisions.
  • Before a final set of objectives are finalized by all executive members. 
  • The science experiment begins. As learned in elementary science class, a hypothesis is nothing without tests to back it up. The next step will be a slew of campaigns and tactics. Some will be fruitful.
  • Some will not be. But by the end of the experimentation period, it will be clear what works and what doesn’t. The key to experimentation is giving the experiments time for catalysts to erupt. 
  • Results reviewed. After months of experimentation and campaigns. Data is analyzed and compared. A clear view of which marketing avenues lead to the desired target audience and results. 
  • Optimization. What works is now the focus of the growth marketing strategy. Along with finding new ways to make it work even better. 

Reflection Point: Is the process above the one you can support? What would need to happen to get to this point? 

Growth Hacking Questions Answered

Now that CMOs know what questions to ask themselves. It’s time to do the asking.

If you’re ready to really get serious about switching to a marketing strategy that better allocates assets and wields results.

These are the key ways a growth marketing strategy will help a company.

  • Growth hacking will focus on the organization’s current marketing budget, yielding more results. 
  • A growth strategy will be data-driven. With trackable, measurable and realistic goals that will clearly document successes and failures. 
  • The right infrastructure and support system must be in place for a growth strategy to work. 

Still, need a growth hacking pro? Ready for a manager or consultant to take over the growth marketing strategy? 

Need a team of scientific marketers? At The Growth Agency. We use data-driven marketing strategies to help businesses reach their goals.

Talk to a TGA Strategist to see if you qualify for a free growth audit! We also have a lot of playbook results that can be implemented inside the articles. These results will be written by our team.

Request a FREE growth marketing proposal today.

Back to top
Scan the code