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Define and manage growth on your own terms

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Welcome to this edition of The Operators, a recurring Extra Crunch column, podcast, and YouTube show that brings you insights and information from inside top tech companies. Our guests are execs with operational experience at fast-rising startups, like Brex, Calm, DocSend, and Zeus Living, and more established companies, like AirBnB, Facebook, Google, and Uber. Here, they share strategies and tactics for building your first company and charting your career in tech.

In this episode, we’re talking about growth. Growth means different things inside different organizations, but correctly identifying avenues for sustainable and scalable growth is a priority for almost all companies. We’ll cover:

  1. Defining growth and being good at it
  2. Managing growth without losing sight of the big picture
  3. How companies should approach growth

To learn more, we spoke with two experts:

Isaac Silverman began his career as an entrepreneur before joining Zynga to work on growth development. At Zynga, he focused on some of the most cutting-edge approaches to growth and development. He then moved to Postmates, where he focused on growth product and is now the head of rider growth at Uber.

Matias Honorato is a senior manager on the growth team at Tally, a growth-stage tech company, and also brings his own entrepreneurial roots and experience at companies like Earnest and Tradecraft.

Below is a summary of our conversation; check out The Operators for the full episode.

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Defining growth and being good at it

Growth as a concept and discipline originates from the term “growth hacking.” It can be hard to grasp as distinct from functions and goals that usually sit with the marketing team or product development team and may be best thought of as a combination of both. We think of it as the domain responsible for designing, implementing, and measuring approaches to acquiring and retaining customers. It’s a mix of marketing and product, but also sales and data analytics, and sometimes even operations.

Great growth professionals can be successful with a wide variety of work or educational backgrounds, and are most often curious, persistent, and adept at thinking holistically, creatively, quantitatively, and interdisciplinarily.

“There’s definitely a lot of deep analysis and how all the pieces fit together and there’s a lot of product work, and there’s a lot of marketing work,” said Silverman. “I think part of what I find so deeply interesting and engaging about it is it brings together everything. It’s really the exercise we go through, and I don’t want to overstate our role, but the exercise we go through is, ‘let’s imagine that we’re the CEO and what are the things that we think are really important. Let’s see the whole picture and then figure out what are the areas that we should ultimately focus on within it.’ So that is ultimately deeply, deeply, stimulating and dynamic and changes on a day to day basis. And sometimes it’s more product manager-y, sometimes it’s more something else.”

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Honorato said that to be a great growth professional, “you have to have a really good understanding of your business, what are your goals, how the product works, how their financial side of the business works.”

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The responsibilities of growth teams range from simple tasks like split-testing marketing copy and landing pages to more complex strategies like enabling the integration of a file storage and management solution into workflow applications and then subsequently partnering with those workflow applications to acquire users and become a default solution. Being cross-functional in nature, growth initiatives often require resources and contributions from other teams like marketing, design, and engineering. This can create conflict due to resource constraints and company politics, regardless of how small or large a company is. These are meaningful challenges before even evaluating the effectiveness of growth initiatives! Great growth teams must know how to navigate these types of issues as well, making effective growth teams hard to build, but very valuable if you can build an effective one.

“I tend to believe teams exist on spectrum,” said Silverman. “You got that sort of optimizer or specific functionality or specific parts of the funnel or whatever growth themes and then in the spectrum you have, the entire purpose of the company after you’ve achieved product market fit is to grow. I tend to believe that a lot of companies think they need the former and actually need the latter… One thing that I want to make sure is absolutely clear, the growth at Uber is the product of a very high number of very, very competent people, very diligently thinking about their part of the business, and [growth is] a portion of that much, much larger equation.”

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MARKETING

How is the Blockchain Shaping the Digital Marketing Automation Tools?

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How is the Blockchain Shaping the Digital Marketing Automation Tools?

It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

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How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

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For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

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In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

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By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

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Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.

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