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The Growth Marketing User Guide
Nate Desmond
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Valued at $17 BILLION as of June 2014
(4 years after launch)
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AARRR Metrics Your customer lifecycle
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GrooveHQ: Once acquired 1k email subscribers in one blog post
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Twitter: New users who follow others become more engaged
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Evernote: Activated users almost never leave
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Dropbox: Referrals increased their signups by 60%
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Facebook: Made $1.60 per user in Q2 2013
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Growth Stages Your company lifecycle
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Currently in product/market fit stage: Oyster
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Achieved: 40% of customers would be “very disappointed” to lose access
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Currently in transition to growth stage: Buffer
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Achieved: when scalable growth engine has been built
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Currently in growth stage: Uber
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Achieved: when scalable growth engine has been built
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A Few Unpaid Acquisition Tactics
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Moz drives thousands of visits with content marketing
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Mint attributes 20% of their users to SEO
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Obama ’12 drove nearly $700 million donations through email marketing
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Nomad List drove 100k visits through PR
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Upworthy grew to 88 million monthly visitors with viral marketing