Growth marketing is the practice of using data and agility to drive revenue. This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision. We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.

1. Growth Marketing
Secrets for Fueling Bottom-Line Revenue

2. About Meagan French
Meagan French is the founder
and president of Lotus Growth, a
B2B demand generation and
growth marketing agency in San
Francisco. Her team helps tech
companies implement growth
marketing programs to grow the
business, align sales and
marketing, and drive revenue.

3. Client Roster:

4. What is Growth
Marketing?

5. • What is growth marketing?
• What it looks like when growth stagnates?
• What are growth leaks?
• How to Fix it

7. Growth marketing is the
practice of using data and
agility to drive revenue.

8. What it looks like when
growth stagnates

9. What Stagnant Growth Looks like:
• You have a vague idea of what marketing is working and
what’s not.
• Marketing campaigns are a large portion of the budget,
but it results in few closed deals.
• Competitors are ranking better in organic search, and
you suspect they are closing deals that should be yours.

11. What are growth
leaks?

12. • Customer Acquisition
• Sales pipeline (demand generation)
• Website traffic and conversions

13. Growth leaks are sources of
frustration where customer’s
needs are not being met.

15. Fix Your
Attribution

16. Where are Your Customers
Coming From?

17. You can’t fix what you can’t
see.

18. Optimize your campaigns for
as far down the sales funnel
as possible.

19. * Source: Bizible’s 2015 State of Pipeline Marketing Report

20. Marketers that use marketing
technology and attribution see
a 2.8x ROI.

21. Marketing attribution allows
you to see what’s working
and what’s not

22. • Which parts of the marketing or sales funnel are
invisible?
• How does the team currently report on KPIs?
What needs to change?
• How is this tracking going to be implemented
• What is the value of each conversion?
• Which platforms will provide visibility into which
part of the funnel?

24. OptimizE Your
Funnel

25. Optimizing Your Funnel
• Acquisition
• Marketing Site Optimization
• Sales Cycle
• Onbording and Implementation

27. Acquisition
• Conduct an analysis of each channel by Cost per
Acquisition
• Which can be eliminated or optimized?
• This is where attribution becomes really important.

28. Marketing Site Optimization
• Implement a/b testing with Optimizely or VWO
• Collect quantitative feedback
• Customize landing pages

29. Sales Cycle Optimization
• Analyze all leads coming into the top of the funnel,
how many are junk?
• Improve sales and marketing alignment
• Develop sales enablement content
• Attribute opportunities and closed deals to source

30. Onbording Optimization
• Schedule customer success training sessions or
webinars
• Create adoption guides and videos
• Create a drip campaign geared towards customer
adoption
• Dig into customer service tickets to build better
marketing content

31. Scale Growth

32. This is what we think growth
looks like:

33. This is what campaigns look like:

35. More often, we lack the
resources to execute:

36. Or max out marketing channels:

37. The broader and more scalable
the channel, the less targeted it is.

38. Overcoming
Barriers to Growth

39. • Find new channels
• Develop an agile marketing process
• Prioritize programs that produce the most return
• Institute weekly growth meetings to focus the team
on revenue.
• Hire a consultant or contractor for short-term
projects

41. meagan@lotusgrowth.co
lotusgrowth.co
@mkfrench