The Evolution of Growth Hacking: From Funnel Hacking to Engineered Marketing


In this article, we will discuss the concept of growth hacking, its differences from traditional marketing, and how it has evolved over time. We will explore the various stages of the customer journey and the importance of each step. Additionally, we will delve into the role of product development and automation in growth hacking. We will also touch on the integration of marketing and product and the concept of engineered marketing. Finally, we will discuss the use of data and experimentation in growth hacking and the benefits of implementing a scalable process. Let’s dive in!

The Difference between Growth Hacking and Traditional Marketing

Growth hacking, also known as growth marketing, goes beyond traditional marketing. While traditional marketers focus solely on driving traffic to a website or service, growth marketers take a more holistic approach. They consider the entire customer journey, which is a much longer process.

The Customer Journey and Growth Hacking

The customer journey consists of several stages: acquisition, activation, retention, revenue, and referrals. In the acquisition stage, the goal is to get users to engage with the website or service, either by signing up or spending a few minutes exploring. Activation involves providing users with a great first experience, showcasing the core value of the product or service. Retention focuses on ensuring that users continue to use the product and become active users over time. This stage also includes encouraging repeat purchases. Revenue involves experimenting with pricing strategies, upselling, and cross-selling. Referrals aim to build positive virality into the product, encouraging users to spread the word.

The Role of Product Development in Growth Hacking

Unlike traditional marketing, growth hacking heavily relies on product development. Onboarding customers and retaining them require a focus on product design and development, as well as wireframing. Growth marketing blurs the lines between marketing and product, emphasizing the importance of both in driving growth.

Automation in Growth Marketing

Automation plays a crucial role in growth marketing, particularly at the top of the funnel. Growth marketers strive to find creative ways to automate processes and drive traffic to their websites or services. By automating certain tasks, they can focus on other aspects of the customer journey and optimize their efforts.

The Integration of Marketing and Product

Growth hacking merges marketing and product, removing the divide between the two. Engineered marketing, also known as tools-based marketing, exemplifies this integration. This approach involves leveraging various combinations of mediums and messages to create effective marketing campaigns. The goal is to find the most impactful tools and tactics for improving metrics.

Using Data and Experimentation in Growth Hacking

To achieve growth, growth hackers rely on data and experimentation. They use both hard data and soft data to gain insights into customer behavior and preferences. This data is then used to attract customers along their journey and identify areas for improvement. Growth hackers also incorporate insights from fields like behavioral economics and persuasion techniques to convert more customers.

The Importance of Rapid Experimentation

Experiments are a key component of growth hacking. Unlike traditional marketing, which may rely on gut-driven decisions, growth hacking is driven by data-backed decision making. Leading companies implement a scalable and adaptable experimentation process to test and iterate rapidly. This allows them to stay ahead of the competition and achieve sustainable growth.

Implementing the G.R.O.W.S Process

The G.R.O.W.S process is a comprehensive framework for running experiments and driving growth. It provides a scalable and easy-to-implement structure for testing ideas and optimizing conversions. By following this process, companies can achieve scalability and growth in a systematic way.

The Future of Growth Hacking

With the increasing importance of growth, it is crucial for companies to have internal resources dedicated to growth hacking. Relying on external agencies and consultants is no longer sufficient. Hiring and training individuals with the necessary digital and psychological skills is essential for implementing cutting-edge tools and rapidly driving growth.


Growth hacking, or growth marketing, is a data-driven approach to marketing that focuses on the entire customer journey. It goes beyond traditional marketing tactics and emphasizes the integration of marketing and product. By using data, experimentation, and automation, growth hackers can optimize conversions and drive sustainable growth. Companies that embrace growth hacking and implement scalable processes will have a competitive advantage in the ever-evolving digital landscape. Embrace the power of growth hacking and watch your business thrive.

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