{"id":798,"date":"2025-06-18T11:00:00","date_gmt":"2025-06-18T11:00:00","guid":{"rendered":"http:\/\/www.blissfulyogaandmassage.com\/?p=798"},"modified":"2025-07-03T12:50:03","modified_gmt":"2025-07-03T12:50:03","slug":"growth-marketing-the-campaigns-that-you-need-to-know","status":"publish","type":"post","link":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/2025\/06\/18\/growth-marketing-the-campaigns-that-you-need-to-know\/","title":{"rendered":"Growth marketing \u2014 the campaigns that you need to know"},"content":{"rendered":"<p>I\u2019m a teacher, so I\u2019m now used to the faces of students who are scared to learn. More specifically, they\u2019re scared to <em>fail<\/em> to learn. It\u2019s ingrained early in our studies \u2014 As are good, Fs are bad, and you\u2019d better learn the right answers before time runs out.<\/p>\n<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=1f25c58a-bbbd-4d81-b2d5-9f06d424b012&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" alt=\"Download Now: Free Growth Strategy Template\" height=\"59\" width=\"422\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/1f25c58a-bbbd-4d81-b2d5-9f06d424b012.png\" align=\"middle\" \/><\/a><\/p>\n<p>That mentality crashes and burns in the world of growth marketing. Few other areas of life encourage you to fail as often as you will with these types of campaigns. You\u2019re still aiming for those high marks, of course, but growth marketing experiments encourage you to try, fail, learn, and try again.<\/p>\n<p>The fear of failure kills more good ideas than poor strategy ever will. But growth marketing gives you a better way forward \u2014 if you\u2019re willing to try. Here\u2019s what growth marketing looks like in practice and how you can start learning today.<\/p>\n<p><strong>Table of Contents<\/strong><\/p>\n<ul>\n<ul>\n<li><a href=\"#what-is-growth-marketing\">What is growth marketing? <\/a><\/li>\n<li><a href=\"#benefits-of-growth-marketing\">Benefits of Growth Marketing<\/a><\/li>\n<li><a href=\"#types-of-growth-marketing-campaigns\">Types of Growth Marketing Campaigns<\/a><\/li>\n<li><a href=\"#elements-of-a-growth-marketing-campaign\">Elements of a Growth Marketing Campaign<\/a><\/li>\n<li><a href=\"#tips-for-growth-marketing-campaigns\">Tips for Growth Marketing Campaigns<\/a><\/li>\n<li><a href=\"#examples-of-growth-marketing-campaigns\">Examples of Growth Marketing Campaigns<\/a><\/li>\n<\/ul>\n<\/ul>\n<p><a><\/a> <\/p>\n<p style=\"font-weight: normal;\">\n<p>While traditional marketing might focus on awareness or running static campaigns, growth marketing extends across the full funnel, touching all aspects of the customer lifecycle from acquisition to retention.<\/p>\n<p>That\u2019s reflected in the long list of <a href=\"https:\/\/blog.hubspot.com\/marketing\/growth-marketing-tactics-to-turbocharge-your-startup\">growth marketing tactics<\/a> you can deploy, from retargeting and cross-targeting to email marketing and direct mail. Behind every tactic, growth marketing asks, \u201cWhat\u2019s actually working \u2014 and how do we scale it?\u201d<\/p>\n<p><a><\/a> <\/p>\n<h2>Benefits of Growth Marketing<\/h2>\n<p>Growth marketing done well helps you create a system that delivers results and gets better with time. What other benefits can it deliver?<\/p>\n<p><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"margin-left: auto; margin-right: auto; display: block; width: 650px; height: auto; max-width: 100%;\" title=\"\" alt=\"3 benefits of growth marketing\" class=\"lazyload\" data-src=\"https:\/\/knowledge.hubspot.com\/hubfs\/growth-marketing-2-20250617-5842992.webp\"><\/p>\n<h3>Scalable Results Through Testing<\/h3>\n<p>Growth marketing can deliver big wins that scale with your company. You earn those wins through consistent work and deliberate testing. You\u2019re not throwing ideas at the wall; you\u2019re learning which wall matters, what sticks, and why \u2014 which makes you a sharper marketer.<\/p>\n<p>Testing lives and dies by analytics, so I encourage your marketing team to track data thoughtfully as they scale operations. McKinsey research backs up the value of analytics: Companies that effectively use analytics in service of marketing and sales performance are <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/b2b-commercial-analytics-what-outperformers-do\">1.5x more likely<\/a> to achieve above-average growth rates than their peers.<\/p>\n<h3>Deeper Customer Understanding<\/h3>\n<p>Building, running, and testing growth marketing campaigns helps you deeply understand what your buyers want. You learn what they respond to, what turns them off, and how their behavior evolves.<\/p>\n<p>That obsession with your customer leads to big benefits: Forrester research shows that <a href=\"https:\/\/www.forrester.com\/press-newsroom\/forrester-2024-us-customer-experience-index\/\">customer-obsessed organizations reported 41% faster revenue growth<\/a>, 49% faster profit growth, and 51% better customer retention than those in non-customer-obsessed organizations. And only 3% of respondent companies were categorized as \u201ccustomer-obsessed.\u201d<\/p>\n<p>Nail this piece, and you\u2019re operating in rarefied air.<\/p>\n<h3>Cross-Channel Impact<\/h3>\n<p>Connected channels compound impact: people engage more, convert faster, and feel like they\u2019re in conversation with your brand, not being chased around by disconnected ads.<\/p>\n<p>Staying cross-channel can help businesses of all types grow. For instance, research from Capital One shows that retailers using three or more channels <a href=\"https:\/\/capitaloneshopping.com\/research\/omnichannel-statistics\/\">increased consumer engagement 250%<\/a> over single-channel retailers.<\/p>\n<p>Whether you\u2019re selling clothing or B2B SaaS software, you want your message to reach more people in more places.<\/p>\n<p>That said, I\u2019ve found growth marketing works best when your message shows up in places where it actually makes sense. Don\u2019t be everywhere, but stay relevant across email, social, SMS, and in-app experiences.<\/p>\n<p><a><\/a> <\/p>\n<h2>Types of Growth Marketing Campaigns<\/h2>\n<p>There\u2019s no single formula for a great growth marketing campaign, but most campaigns fall within one of these types.<\/p>\n<h3>Product-Led Growth (PLG)<\/h3>\n<p><strong>Product-led growth (PLG) relies on the product to lead user acquisition, activation, conversion, and retention efforts.<\/strong> Instead of relying heavily on sales or marketing to push people through the funnel, PLG gives users direct access to the product and lets the product\u2019s value drive growth.<\/p>\n<p>Consider Slack as an example. You can create a workspace and start chatting with coworkers in just a few minutes. While you can add paid features, you can also use many of the typical functionalities within Slack from the get-go. You see immediate value delivery, can manage onboarding yourself, and learn as you use the product. So, when in-product prompts for upgrades or expansion appear, you&#8217;re already primed to take advantage of the opportunity.<\/p>\n<p>That said, product-led growth doesn\u2018t happen overnight, especially if your product wasn\u2019t built for self-service from the start.<\/p>\n<p>For one project, I supported early PLG efforts for a platform that had serious potential but wasn&#8217;t quite ready for self-service. Users needed support just to get started, and onboarding required a human hand-off more often than not.<\/p>\n<p>We couldn&#8217;t flip a magic PLG switch, so we focused on what we could control: shortening time to value. Working with the product team, we tightened the onboarding flow so new users could reach their first \u201cwin\u201d without waiting for a 15-minute implementation call. We also tinkered with in-product prompts and restructured documentation to be more action-oriented.<\/p>\n<p>Those changes got us moving in the right direction and taught me that PLG is not a binary switch. It&#8217;s a gradual shift from explaining value to letting the product prove that.<\/p>\n<h3>Referral and Viral Loops<\/h3>\n<p><strong>Referral campaigns focus on incentivizing users to bring others into the mix. <\/strong>You&#8217;ve probably seen this before from many services in your daily life. For instance, a \u201cgive $10, get $10\u201d offer from just about any local retailer or restaurant offers a solid example of referrals in real life.<\/p>\n<p>Ideally, these campaigns drive growth by having current users help you acquire new users. The most successful campaigns take advantage of \u201cviral loops\u201d that drive adoption at exponential rates (aka \u201cgoing viral\u201d).<\/p>\n<p>Where some marketers trip up with a referral program is they treat it like a set-it-and-forget-it opportunity. Instead, see how you can evolve a campaign midstream using engagement data to reach users\u2019 social and emotional drivers \u2014 not just transactional ones.<\/p>\n<p>That\u2019s how <a href=\"https:\/\/www.linkedin.com\/in\/nikita-baksheev-6a70841b5\/\">Nikita Baksheev<\/a>, head of marketing at <a href=\"https:\/\/ronasit.com\">Ronas IT<\/a>, succeeded with a recent referral campaign. \u201cInitially, customer retention rates were lower than expected, so we designed an experiment with targeted incentives \u2014 users earned more rewards for successful referrals,\u201d he said.<\/p>\n<p>\u201cWe used \u2018smart messaging\u2019 to highlight the mutual benefits of the referral program through personalized email sequences paired with targeted social media ads. After testing various communication styles and incentives, we made a data-driven pivot towards messaging emphasizing exclusivity and community.\u201d<\/p>\n<p>This midstream adjustment improved referral signups by 45% and kicked off a cycle of sustained growth while lowering customer acquisition costs.<\/p>\n<h3>Lifecycle Marketing<\/h3>\n<p>A common and powerful campaign, <strong><a href=\"https:\/\/blog.hubspot.com\/marketing\/lifecycle-marketing\">lifecycle marketing<\/a><\/strong><strong> focuses on increasing retention, engagement, and long-term value by targeting outreach aligned to each customer stage<\/strong> in the marketing funnel.<\/p>\n<p>For example: I recently left a few new dog treats in my Chewy cart. In minutes, I received the cart abandonment email reminding me to check out before my monthly Autoship was sent.<\/p>\n<p>Other examples include:<\/p>\n<ul>\n<li>Welcome email series<\/li>\n<li>Reactivation emails<\/li>\n<li>Loyalty pushes<\/li>\n<\/ul>\n<p>It\u2019s all about engaging your customers where they are now \u2014 the right message at the right time and place. Gut instinct can help; data-backed decisions are better. That\u2019s what <a href=\"https:\/\/www.linkedin.com\/in\/mikezima\/\">Mike Zima<\/a>, chief marketing officer at <a href=\"https:\/\/zimamedia.com\">Zima Media<\/a>, found when working with a recent client.<\/p>\n<p>\u201cWhat made it work was constant iteration A\/B testing messaging at each funnel stage, suppressing low-value audiences, and coordinating ad creatives to match CRM lifecycle stages. Rather than guessing, we let the data shape the real story,\u201d said Zima.<\/p>\n<p>\u201cBy improving signal quality, we reduced cost-per-acquisition while increasing lead quality over time. The compounding effect came not from a single channel but from harmonizing data, messaging, and timing across the stack.\u201d<\/p>\n<h3>Content-Led Acquisition<\/h3>\n<p>As a writer, I\u2019m always partial to content-led initiatives. Pillar pages, <a href=\"https:\/\/blog.hubspot.com\/marketing\/landing-page-split-testing\">landing pages<\/a>, lead magnets like ebooks \u2014 I love educational content. <strong>Content-led acquisition focuses on ways to build awareness and trust while capturing demand.<\/strong> Educational resources, SEO, and organic traffic are hallmarks of content-led acquisition.<\/p>\n<p>That said, content-led growth isn\u2019t about churning out thousands of blog posts; it\u2019s about delivering content that meets people where they are, with the right message at the right moment. That\u2019s a lesson some may forget in the current fervor over <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-05-08\/maybe-ai-slop-is-killing-the-internet-after-all\">AI-generated slop<\/a> posts.<\/p>\n<p>But <a href=\"https:\/\/www.linkedin.com\/in\/jayenashar\/\">Jayen Ashar<\/a>, CTO at <a href=\"https:\/\/www.scaleupconsulting.com.au\/\">Scaleup Consulting<\/a>, used AI wisely in a content-led motion to reach customers for a client\u2019s betting analytics platform, where his team used AI to auto-generate social content and headlines based on trending player data.<\/p>\n<p>\u201cThe key decision was to test dozens of variations across Twitter and email \u2014 some playful, some data-heavy \u2014 using GPT to rapidly iterate and personalize. We tracked CTR and conversion per segment, then doubled down on formats that resonated (e.g., \u201cX player crushes this stat line &#8211; here&#8217;s the bet\u201d),\u201d he said.<\/p>\n<p>That process put AI to work positively. \u201cWhat made it work was tight feedback loops: AI sped up content creation, but performance tracking let the AI optimise fast,\u201d Ashar said. \u201cWe also coordinated the messaging across push, email, and social in real time during major sports events. That consistency, paired with AI-driven testing, boosted paid subscriber conversions by over 30% in 6 weeks.\u201d<\/p>\n<h3>Community-Led Campaigns<\/h3>\n<p><strong>Community-led campaigns drive growth through real users sharing, contributing, or co-creating content.<\/strong> You may also see this as \u201c<a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-ugc\">user-generated content<\/a>\u201d campaigns. Think hashtag campaigns, discussion boards, or community groups on Slack or Discord. It\u2019s all about having your user espouse your value to help convince others to sign up.<\/p>\n<p>Notably, community-led growth doesn\u2018t always start with an audience you already have. Sometimes, you build that audience by inviting people into the conversation before they\u2019re even customers. That\u2019s what <a href=\"https:\/\/www.linkedin.com\/in\/borets-stamenov-a488a8329\/\">Borets Stamenov<\/a>, co-founder and CEO at <a href=\"https:\/\/seekfast.org\">SeekFast<\/a>, discovered in a recent campaign.<\/p>\n<p>\u201cWe ran a cold-email campaign that doubled as customer research, rather than just sales outreach. Instead of the usual \u201cbuy our product\u201d emails, we posed an insightful, open-ended industry question relevant to our leads. Each response fed into tailored blog posts, webinars, and LinkedIn posts \u2014 all tagged and credited back to participants,\u201d he said.<\/p>\n<p>Stamenov found that this approach turned prospects into <em>co-creators<\/em>, not just leads.<\/p>\n<p>\u201cEngagement soared because people love sharing their opinions, especially publicly. As the content grew, organic traffic surged and conversions climbed steadily, compounding month-over-month,\u201d he said.<\/p>\n<p>\u201cThe key decision was treating outreach as collaboration, not sales. By involving leads directly in content creation, we boosted trust and opened doors across multiple channels. It transformed cold outreach into sustainable inbound growth.\u201d<\/p>\n<p><a><\/a> <\/p>\n<h2>Elements of a Growth Marketing Campaign<\/h2>\n<p>A growth marketing approach requires repeatable elements you can use and tinker to develop the best system for your business. As I build and manage these campaigns, I\u2019m evaluating these ingredients for your growth marketing recipe.<\/p>\n<h3>A\/B Testing and Experimentation<\/h3>\n<p>If at first you don\u2019t succeed, try, try again (or so the <a href=\"https:\/\/en.wikipedia.org\/wiki\/William_Edward_Hickson\">old nursery rhyme<\/a> goes). That idea lies at the heart of growth marketing. Experimentation is how you find the right people, messaging, and channels to reach users and drive growth.<\/p>\n<p>In particular, do a ton of <a href=\"https:\/\/blog.hubspot.com\/marketing\/a-b-testing-tools\">A\/B testing<\/a> while building your campaign. And while tools exist to let you run highly sophisticated or automated testing strategies, it starts with an inquisitive and curious mind \u2014 namely, yours. And the courage and humility to say, \u201cIs this really the best way to say it?\u201d<\/p>\n<p>While supporting that PLG motion previously mentioned, our team tested dozens of copy sets and visual combinations across several channels. And each time we tweaked a line or dropped a word, the copywriter in me fretted. But, we approached the process with clear direction, testing one variable at a time and tracking results carefully. A well-designed experiment eased my concern and helped us reach a valuable niche audience more efficiently.<\/p>\n<h3>Multichannel Coordination<\/h3>\n<p>Your users\u2019 lives are large and contain multitudes \u2014 especially their digital footprints. Email inboxes, For You tabs, forums and posts and closed groups, they all compete for attention.<\/p>\n<p>Multichannel coordination is how you reach for their attention intelligently. Instead of copy-pasting the same message across every platform, you craft a story that feels cohesive wherever people experience it.<\/p>\n<p>You\u2019ve likely seen this during one buying experience or another. The ad is compelling and makes you want to learn more. And then the landing page is as dry as the Sahara. You can just <em>feel it<\/em> when the story is misaligned.<\/p>\n<p>Your goal is to help people understand what you offer and why they should choose you. When things go sideways, I recommend people not produce <em>more<\/em> content but investigate what they run now. Are you pointing to the same core benefit? Do users even understand <em>what<\/em> you offer? Answer those questions and share your responses across your channel suite.<\/p>\n<h3>User Feedback Loops<\/h3>\n<p>I often find that many marketing teams (and leadership) are so eager to talk about themselves that they forget to listen back. Launching the growth marketing rocket ship is exciting, but to keep it orbiting, you need to listen constantly once you\u2019re live.<\/p>\n<p>In digital marketing, user feedback loops are constantly available. Surveys, behavioral data, chat transcripts, and comments on social media posts offer glimpses into better ways to appeal to your user base. I once had a Facebook ad that received one comment asking about how a feature actually worked \u2026 and then another and another. One quick tweak to ad copy, and the questions vanished.<\/p>\n<h3>Fast Learning Cycles<\/h3>\n<p>I know the siren call of perfection. You want to nail your campaign and show you understand your product and audience. But over time, I\u2019ve found that audiences will teach you quickly. Your job is to learn just as quickly.<\/p>\n<p>While I wouldn\u2019t suggest rushing your campaign just to get things moving, I <em>would<\/em> suggest cutting the lag between insight and action. For example, adjusting ad copy and spend used to give me pause. How long should I run ads before responding to low engagement or conversion metrics? What do I change \u2014 or delete?<\/p>\n<p>But typically, early engagement metrics will surface one or a few solid options for further investment. Shift budgets or change copy mid-flight to support higher performing variants. Buy yourself time and space to create new and better variants, too. Small moves beat perfection all day long.<\/p>\n<p><a><\/a> <\/p>\n<h2>Tips for Growth Marketing Campaigns<\/h2>\n<p>Your growth marketing campaign won\u2019t be perfect out the gate, and it takes a willingness to engage and to learn if you want to improve. But, if you\u2019re looking for solid tips to help you through your learning phase, here are a few powerful insights to bring to your next campaign.<\/p>\n<p><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"margin-left: auto; margin-right: auto; display: block; width: 650px; height: auto; max-width: 100%;\" title=\"\" alt=\"tips for growth marketing campaigns\" class=\"lazyload\" data-src=\"http:\/\/www.blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/06\/growth-marketing-3-20250617-4215816.webp\"><\/p>\n<h3>Tip 1: Think ahead.<\/h3>\n<p>\u201cGrowth\u201d doesn\u2019t have to pertain to just growing your business \u2014 it can also be in service to your audience. The most resonant messages lead with the idea that \u201cwe are growing with you\u201d and help people envision the future.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/linn-atiyeh-895ba56a\/\">Linn Atiyeh<\/a>, CEO of recruiting firm <a href=\"https:\/\/www.bemana.us\">Bemana<\/a>, followed this concept in a recent growth marketing campaign for manufacturing and equipment clients. Traditional campaigns focused on hiring for mechanical skills, but digital shifts made skills like PLC programming and robotics integration more vital \u2014 and harder to find.<\/p>\n<p>\u201cWe saw the shift happening and knew we had to act quickly. So we launched a campaign that addressed the evolution both our clients and candidates were facing,\u201d said Atiyeh.<\/p>\n<p>\u201cFor employers, we framed hybrid technical roles as essential to future-proofing their workforce. For candidates, we provided guidance on the next skills to develop \u2014 certifications in controls, electrical troubleshooting, and even basic coding \u2014 positioning ourselves as a long-term partner, not just a placement firm.<\/p>\n<p>\u201cThe reason this campaign resonated is that it wasn\u2018t just reactive \u2014 it was forward-looking. We weren\u2019t just saying \u2018we understand your current challenges,\u2019 we were saying, \u2018we see what\u2018s next, and we\u2019re ready to help you get there.\u2019\u201d<\/p>\n<h3>Tip 2: Structure over spend.<\/h3>\n<p>Big budgets don\u2019t equal success in growth marketing. The real secret sauce lies in organization, and how you structure your campaign makes the key difference.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/porter-amber\/\">Amber Porter<\/a>, CEO of <a href=\"https:\/\/www.rankingco.com.au\">RankingCo<\/a>, saw this exact issue pop up in a campaign for a boutique fashion store. Their traditional campaign structure was bleeding cash on underperforming product categories. Porter restructured the campaigns using category performance over individual brands instead.<\/p>\n<p>\u201cThe restructuring systematically identified which product categories delivered the highest ROI, allowing us to shift budget allocation in real-time,\u201d she said.<\/p>\n<p>\u201cThis wasn\u2018t just a one-time fix \u2014 the campaign continued improving as our AI-powered tools learned which customer segments converted at the highest rates. The approach delivered a 20% sales increase beyond the client\u2019s goal.\u201d<\/p>\n<p>Porter advises growth marketers to pay more attention to a campaign\u2019s structure over ad spend alone.<\/p>\n<p>\u201cToo many businesses throw money at the problem instead of experimenting with how their campaigns are fundamentally organized. In digital marketing, it\u2018s rarely about spending more \u2014 it\u2019s about spending smarter through continuous experimentation and audience refinement,\u201d she said.<\/p>\n<h3>Tip 3: Kill your marketing darlings.<\/h3>\n<p>You can have the most creative, brilliant idea you\u2019ve ever devised. But, in marketing, performance matters above all else.<\/p>\n<p>Growth marketers should be ready to <a href=\"https:\/\/www.masterclass.com\/articles\/what-does-it-mean-to-kill-your-darlings\">kill their darlings<\/a>, even if they took weeks to build. <a href=\"https:\/\/www.linkedin.com\/in\/andrewdunn1\/\">Andrew Dunn<\/a>, VP of marketing at <a href=\"https:\/\/www.zentrointernet.com\/\">Zentro Internet<\/a>, shares more.<\/p>\n<p>\u201cAt Zentro Internet, I spearheaded a multi-channel campaign that combined LinkedIn thought leadership content with targeted email nurture flows, which ultimately grew our B2B pipeline by 43%. We tested different messaging angles with small budget experiments first, finding that stories about IT leaders solving real problems performed 3x better than generic product pitches,\u201d he said.<\/p>\n<p>\u201cI learned to let data guide our creative risks \u2014 like when we scrapped our planned corporate video series after early metrics showed our customer case study podcasts were driving more qualified leads.\u201d<\/p>\n<p><a><\/a> <\/p>\n<h2>Examples of Growth Marketing Campaigns<\/h2>\n<p>What does growth marketing look like in practice? I\u2019ve highlighted two campaigns that I feel really nail the spirit of growth marketing \u2014 both in driving results and engaging users and customers.<\/p>\n<h3>Deep Cognition<\/h3>\n<p>I\u2019ve often discussed how a lack of trust in AI presents likely the largest barrier to implementing AI in companies \u2014 especially enterprises. <a href=\"https:\/\/deepcognition.ai\">Deep Cognition<\/a> tackled that challenge head-on with a growth marketing campaign that turned a bold promise into a long-term referral engine.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/johnpennypacker\/\">John Pennypacker<\/a>, the company\u2019s VP of marketing and sales, explains the \u201cImplementation Timeline Challenge\u201d campaign.<\/p>\n<p>\u201cThe campaign started with a bold claim: \u2018Deploy AI in 30 days or implementation is free.\u2019 This was a calculated risk, as most competitors quoted 6-9 month timelines. Behind this guarantee was our confidence in our platform\u2018s rapid deployment capabilities that we\u2019d refined but hadn&#8217;t effectively communicated,\u201d he said.<\/p>\n<p><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"margin-left: auto; margin-right: auto; display: block; width: 650px; height: auto; max-width: 100%;\" title=\"\" alt=\"growth marketing campaign example from deepcognition, website image\" class=\"lazyload\" data-src=\"http:\/\/www.blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/06\/growth-marketing-4-20250617-8416631.webp\"><\/p>\n<p style=\"text-align: center; font-size: 12px;\"><a href=\"https:\/\/deepcognition.ai\/\"><em>Source<\/em><\/a><\/p>\n<p>Pennypacker deployed a multichannel approach that targeted decision-makers with tailored messaging. For instance, CTOs received technical validation through implementation webinars, while CFOs saw case studies highlighting accelerated ROI timelines.<\/p>\n<p>\u201cThe campaign&#8217;s effectiveness came from its sequential testing structure,\u201d he continued. \u201cWe first validated messaging with a limited LinkedIn campaign, refined based on engagement metrics, then expanded to email sequences and eventually direct mail to key accounts.<\/p>\n<p>\u201cThe compounding impact emerged as successful implementations created reference customers who participated in industry-specific case studies, which then fueled the next wave of acquisition.\u201d<\/p>\n<p>Pennypacker notes this campaign initiated a flywheel effect, where each successful implementation strengthened campaign messaging for the next prospect.<\/p>\n<p>\u201cTwo years later, this campaign continues to generate referral business and has permanently shifted how we position against competitors in the enterprise AI space,\u201d he said.<\/p>\n<h3>AIScreen<\/h3>\n<p>I\u2019ve seen attempts at growth marketing stall because of perfectionism. \u201cWhat if we don\u2019t have the messaging right? Are we wasting time?\u201d<\/p>\n<p>You won\u2019t just <em>have<\/em> the right message \u2014 you need to find it through experimentation. <a href=\"https:\/\/www.linkedin.com\/in\/nikitasherbina\/\">Nikita Sherbina<\/a>, co-founder and CEO of <a href=\"https:\/\/www.aiscreen.io\">AIScreen<\/a>, shows how that process unfolded during a campaign for a B2B SaaS product built for remote teams.<\/p>\n<p>\u201cThe audience was kind of all over the place \u2026 so instead of guessing, we tested three messages: saving time, smoother onboarding, and better team alignment. We ran different versions across LinkedIn, newsletter ads, and short-form content in Slack groups, just to see what stuck,\u201d she said.<\/p>\n<p><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"margin-left: auto; margin-right: auto; display: block; width: 650px; height: auto; max-width: 100%;\" title=\"\" alt=\"growth marketing campaign example from aiscreen.io, website image\" class=\"lazyload\" data-src=\"https:\/\/knowledge.hubspot.com\/hubfs\/growth-marketing-5-20250617-357731.webp\"><\/p>\n<p style=\"text-align: center; font-size: 12px;\"><a href=\"https:\/\/www.aiscreen.io\/\"><em>Source<\/em><\/a><\/p>\n<p>The signal came back clear: \u201cTeam alignment\u201d outperformed every other message.<\/p>\n<p>\u201cOnce we saw that, I pivoted everything \u2014 site copy, emails, paid ads \u2014 all toward that core message,\u201d said Sherbina. \u201cI also pushed for original content per channel rather than copy-pasting, which was a heavier lift but got way better traction.\u201d<\/p>\n<p>Iterating on messaging helped her team meet customers where they were and give them the right knowledge at the right time.<\/p>\n<p>\u201cWhat made it really work long-term was how we layered on smart retargeting with email follow-ups tied to what folks had clicked or watched. Demo signups jumped 40% in just a few months, and the data we collected helped us keep refining the whole flow,\u201d she said.<\/p>\n<p>\u201cHonestly, it was the constant tweaking and listening to what people were reacting to that gave the campaign legs.\u201d<\/p>\n<p><strong>Pro tip:<\/strong> When you\u2019re ready to build your first or next growth marketing campaign, check out our <a href=\"https:\/\/offers.hubspot.com\/growth-marketing-guide\">growth marketing guide<\/a> for a clear path to start and tips to succeed.<\/p>\n<p><a><\/a> <\/p>\n<h2>The only way to grow is to start.<\/h2>\n<p>Through this article (and several failed campaigns), I learned that growth marketing isn\u2019t magic: it\u2019s momentum. Teams that listen, test, and move win in this framework.<\/p>\n<p>You don\u2019t need a massive budget to run a brilliant campaign. Start with a hypothesis, a way to measure it, and the guts to try. Don\u2019t be scared to fail; you can\u2019t learn and grow if you never start. So, start now.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; \" class=\"lazyload\" data-src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fgrowth-marketing&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m a teacher, so I\u2019m now used to the faces of students who are scared to learn. More specifically, they\u2019re scared to fail to learn. It\u2019s ingrained early in our studies \u2014 As are good, Fs are bad, and you\u2019d better learn the right answers before time runs out. That mentality crashes and burns in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"_links":{"self":[{"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/posts\/798","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/comments?post=798"}],"version-history":[{"count":2,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/posts\/798\/revisions"}],"predecessor-version":[{"id":836,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/posts\/798\/revisions\/836"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/media\/804"}],"wp:attachment":[{"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/media?parent=798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/categories?post=798"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.blissfulyogaandmassage.com\/index.php\/wp-json\/wp\/v2\/tags?post=798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}