How to Read The Growth Marketing Playbook: A Tactical Guide To Scale E-commerce to $500 Million DOC
A common struggle with scaling an e-commerce business is the transformational leap from the sub $15M range to the $200-$500M range. It could be the Entrepreneur's Series A challenge: How do you metamorphosize from a brand with a proven product that might grow to a brand that is predictably and swiftly growing? Alternatively, it could be the Chief Marketing Officer's Transformation challenge: How do you transform marketing to a growth oriented performance framework, with a uniform knowledge base across teams and a shared alignment on strategy and mindset? Or it could be a Marketer's Plateau challenge: How do you overcome a growth plateau by expanding your marketing footprint and unlocking new channels?While there are numerous books on growth, there is no comprehensive operational playbook. This book tackles those challenges by providing 5 STRATEGIC PILLARS and 50+ TACTICS for data-driven marketing and sustainable growth✓ MEASUREMENTLearn about metrics like Net Promoter Score and Lifetime Value. Become sustainable with the LTV/CAC ratio. Gain a foundational understanding of digital and TV attribution, and learn how to set up a holistic measurement stack✓ ACQUISITIONDive deep into 15 different acquisition channels and 30+ tactics across paid, owned and earned. Paid meticulously covers 11 different channels ranging from digital marketing like search and paid social, to mass-media like direct response TV and out-of-home, and emerging like streaming AVOD services and programmatic direct mail. Round out with SEO, referral, marketplaces and Amazon.✓ LIFECYCLE MARKETINGMaximize LTV via the PAD strategy©. Manage list un-engagement, a bigger danger than unsubscribes. Expand beyond email with tips for paid, personalization, customer service and rewards.✓ CONVERSION RATE OPTIMIZATIONUncover how to increase conversion rates by building a data and hypotheses driven CRO capability.✓ BRAND & CREATIVEOptimize creative with tips for speed, fatigue, passive audience and testing. Get introduced to an innovative new tool for brand positioning.BONUSExplore advanced topics like multi-touch attribution, predictive LTV, machine learning segmentation, response curves, media mix models, and tips for developing a growth culture.
