Thursday, December 26, 2013

Become a Growth Hacker (to get Happy Customers)

Growth hacking is primarily used as a B2C concept -- to drive large scale user acquisition.  "A growth hacker is a person whose true north is growth.  Everything they do is scrutinized by its potential impact on scalable growth," according to Sean Ellis, the creator of the term Growth Hacker.  "Growth hacking is merging engineering, product management, and marketing to grow a company's user base organically," tweeted Jon Miller, cofounder of Marketo.

This same concept can be applied to B2B to drive initial customer traction, where the true north is usage.  Active usage naturally results in Happy Customers.

Sean Ellis further says, "The common characteristic [for a successful growth hacker] seems to be an ability to take responsibility for growth and an entrepreneurial drive (it’s risky taking that responsibility).  The right growth hacker will have a burning desire to connect your target market with your must have solution.  They must have the creativity to figure out unique ways of driving growth in addition to testing/evolving the techniques proven by other companies.  An effective growth hacker also needs to be disciplined to follow a process of prioritizing ideas (their own and others in the company), testing the ideas, and being analytical enough to know which tested growth drivers to keep and which ones to cut.  The faster this process can be repeated, the more likely they'll find scalable, repeatable ways to grow the business."

This concept is obviously the foundation to free-to-play games.  I saw work successfully at Com2uS (a leading mobile game company).

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