Unlocking Growth: Applying Growth Hacking Principles beyond SaaS

Growth Hacking Process

The concept of growth hacking surged in popularity with the release of “Hacking Growth” by Sean Ellis and Morgan Brown in 2017. Despite its initial association with tech startups, its principles are applicable across various industries.

In this blog post, we’ll delve into how marketers can adopt growth hacking techniques in non-SaaS settings, drawing insights from a recent podcast interview with Sean Ellis and my previous experiences as Chief Marketing Officer at Curtin University.

What is Growth Hacking?

Growth Hacking Defined: Growth hacking, as described by Sean Ellis, involves leveraging marketing fundamentals like analytics and testing throughout the entire customer journey and business operations. It’s about optimizing cross-functional collaboration to drive sustainable growth.

Key Principles of Growth Hacking

  1. Value: Identifying the core value your product offers and ensuring customers achieve it
  2. Measurement: Implementing robust measurement mechanisms to track value delivery
  3. Experimentation: Rapidly testing new ideas to drive sustainable value creation

The Growth Hacking Process

Step 1: Analyze

Analyze customer data to identify patterns and opportunities across various touchpoints. At Curtin University, we delved into Google Analytics to uncover insights and trends, such as underperforming website conversion rates.

Step 2: Ideate

Brainstorm creative ideas to enhance the customer experience and drive growth. For instance, at Dropbox, a referral program was devised to capitalize on existing user networks.

Step 3: Prioritize

Use techniques like the ICE framework to prioritize ideas based on impact, confidence, and ease of implementation. At Curtin, we focused on experiments like optimizing call-to-action buttons and providing gated content to boost organic conversions.

Step 4: Test

Implement experiments in the market with a focus on test velocity and iterative improvements. This involved setting up A/B tests and meticulously tracking results to iterate on successful strategies.

Scaling Success and Continuous Learning: Successful experiments are scaled up, while learnings inform future iterations. At Curtin, our two-week Growth Sprints yielded significant results, generating thousands of new student enquiries annually.

Growth hacking isn’t confined to the realm of tech startups. By embracing its principles of value, measurement, and experimentation, marketers in any industry can foster sustainable growth.

For a deeper dive into growth hacking, tune in to my podcast episode with Sean Ellis, and don’t miss the opportunity to see him live in Australia this March and April.