Did you know that it is five times more expensive for a company to acquire new customers than for them to retain the old ones? Also, loyal customers spend more than new customers, as much as 57% more, when patronizing a company. This is why no company can afford to toy with either their regular customers or the concept of growth marketing.
Growth marketing involves a brand continuously engaging with their customers over time in order to build a long relationship with them. Taking such a step ensures that a company is able to sustain customer loyalty over a long period. Want to know more? Read on to see the 10 crucial things that marketers must keep in mind as regards growth marketing in 2025.
What is Growth Marketing in 2025?
Growth marketing is a data-driven marketing model that utilizes insights from tangible data to come up with ways in which a company can gain new customers and continue to engage with them, as well as other old customers, so as to build customer loyalty and ensure greater customer retention over time.
NYT best-selling author and marketing expert Neil Patrick defines growth marketing as a data-driven, customer-centric approach to marketing that centers on acquisition, engagement, and retention to drive sustainable, profitable growth. According to him, growth marketing is a more holistic and experimental approach to driving growth.
Growth Marketing Vs. Traditional Marketing
- Growth marketing differs from traditional marketing in a number of ways. For instance, traditional marketing often focuses on just gaining new customers for a business. However, when it comes to growth marketing, the focus is not just to reel in new customers but to continuously engage with them so as to build loyalty over time.
- While traditional marketing focuses on short term benefits, growth marketing focuses on long term goals.
- Another area in which growth marketing differs from traditional marketing is that it involves continuous experimentation and data analysis. For instance, if a company releases a TV ad and the reception isn’t so great; under traditional marketing, the company may continue to run the ads until all the TV ad spots they paid for have been exhausted. However, under growth marketing, the company will likely pull the ad immediately and go back to the drawing board.
Growth Marketing Vs. Digital Marketing
While digital marketing is focused on attracting sales by promoting goods and services using digital channels, growth marketing is concerned with not only gaining new customers but continuous engagement with those new customers as well as the old customers. Also, growth marketing can resort to non-digital means (e.g. a pop-up store) to achieve its aim.
Why Full-Funnel Marketing Matters More Than Ever
As we mentioned above, growth marketing doesn’t just focus on attracting new customers for a business. Rather, the process continues over several stages to ensure that the new customer turns into a regular and loyal customer. Of course, the old customers are not neglected as efforts are geared towards retaining their loyalty.
This is why growth marketing can be described as a full funnel marketing strategy that encompasses every stage of the customer journey. A full funnel marketing plan comprises five stages namely acquisition, activation, retention, referral and revenue which is also known as the AARRR framework.
Now, traditional marketing is mostly concerned with acquisition and activation and considers its job done once a new customer discovers the product or service (acquisition) and pays for it (activation). However, while growth marketing also encompasses acquisition and activation of new customers, it doesn’t stop there.
It continues through to the stage of retention (customer keeps on coming back to patronize the business), referral (customer even recommends the products to their pals), and revenue (company checks its books to see if revenue targets are being met).
Growth Marketing is built on Data and Analytics
Growth marketing relies heavily on data. It is data that will tell a company whether their social media campaign resonates with the audience they are targeting or whether they should tweak things.
It is also data that will show which kind of gestures are likely to turn a new customer into a regular one. A few of the data-driven strategies under growth marketing include attribution modelling and predictive analytics.
Attribution Modelling
Attribution modelling is a system of assigning credits to the various marketing channels that a person interacts with on his journey to becoming a customer of a particular company. The assignment of credits depends on how influential the channel was on the eventual customer with the most influential getting the most credits.
At the end of the day, all the credits gathered by each channel is calculated to reveal the most effective marketing channel. Companies can now utilize this data for many purposes including how to divide their marketing budget between different marketing channels.
There are different approaches to attribution modeling including;
First-touch attribution modelling
Last-touch attribution modelling
Time decay attribution modelling
Linear attribution modelling
Multi-touch attribution modelling
Time decay attribution modelling.
Online tools that can carry out attribution modelling;
Attribution
Dreamdata
CallRail
Wicked Reports, etc.
Predictive Analysis
Another data driven growth marketing strategy is predictive analytics. Predictive analysis involves studying and analyzing past data on consumer behavior so as to be able to forecast how they may act in the future and thus plan one’s marketing strategy accordingly.
For example, data can show the period when a company’s product is highly sought after with people willing to buy no matter if the price is high. In such a situation, the company can decide not to run any discount promotions during that period as they know that people will still patronize them.
Online tools that can carry out predictive analysis include;
Amplitude
Mixpanel
Google Analytics 4
First Party Data as a Crucial Source of Data
Now, all this talk of data will reasonably lead to a question about how companies gather the relevant data in the first place. Well, companies can gather data from multiple sources including first party data. First party data is the one that a company directly generates from the customers.
For instance, a company can send a survey to their customers, asking them some questions and the customer will reply. The company can utilize that data when carrying out predictive analysis or attribution modelling.
Why Experimentation Fuels Sustainable Growth
A/B testing is a way of comparing two versions of something in order to figure out the one that people like more. The goal is to implement what the majority like so as to lead to an increase in customer base and revenue for the company.
A/B testing and experimentation remains crucial to growth marketing in 2025 and is another means by which a company can gather data that can guide its decision-making. In making their decisions, scoring mechanisms such as ICE (impact, confidence, ease) or PIE (potential, importance, ease) are utilized.
A/B testing of marketing channels, email marketing and even landing pages are crucial for growth marketing in 2025. For instance, a brand can ask a web designer to design two different versions of their official website. They can now survey a group of persons on the one that is likely to motivate them to stay on the page long after they have visited it. The company can thus deploy the one favored by the majority.
Meanwhile, past studies show that landing pages that perform well have detailed pricing information, succinct subject lines, as well as prominent CTA phrases such as “shop now” or “join now”.
For email marketing, a company can keep track of the subject heading in their mails that gets the highest number of people to open the mail they have been sent. They can keep on using that particular subject head.
With regards to marketing channels, the company can keep track of the kinds of different platforms they advertise on and see which gets them the most customers. They can thus increase their efforts in that regard.
Retention Marketing Is Just as Important as Acquisition
Another crucial aspect of growth marketing in 2025 is the retention of customers. Why do we say so? Well, as we have said above, the cost of acquiring new customers for a business (CAC) is higher than the cost of retaining the old customers. Loyal customers also spend more than new customers, as much as 57% more.
Given the above facts, it is already obvious that any efforts aimed at retaining old customers and users is one that makes sense financially and will boost ROI for a company.
So, how can companies keep old customers happy?
- By various loyalty/membership programs such as cash back, points programs.
- By offering tangible rewards to old customers for behaviors such as referring their friends, leaving reviews on social media, spending a certain amount in one order.
- By offering special discounts for customers who have patronized the brand over a period of time.
- By ensuring an onboarding flow that is easy to understand and follow
- Sending out personalized emails to old customers and not just the generic marketing emails.
NPS Surveys and Cohort Analysis as Data Sources
To find out how happy customers are with a company, the company can use an NPS survey to gauge how likely the customer is to recommend the company to others. This is not a perfect measurement for retention but it is at least a pointer in that regard.
Companies can also use cohort analysis tools to study the behavior of the different groups of customers they have (these groups share some common characteristics). They can find out the segment with the highest retention rate and use the data relating to them to shape their engagement efforts so as to improve retention rates.
Strategic Content Marketing in Growth Campaigns
Digital marketing is very important in this day and age and neither online businesses nor offline stores can afford to take it for granted. For growth marketers, they have to make sure that their content marketing is strategic.
It is not just enough to dump information online or sprinkle in keywords several times in an online content. The main consideration should be how to ensure that the content ranks high with search engines, passing Google’s E-E-A-T (Experience, Experience, Authoritative, and Trustworthiness) criteria.
This is where concepts like intent-driven content, ever-green content and topic clustering come in. The content published online should be couched in a manner that not only answers the query of the person searching but aligns with the intent of asking that question.
Web content should also revolve around topics that will remain relevant with time and should be updated from time to time. Finally, a company can also create a topic cluster which indicates to search engines that their websites are well versed on a topic. The pillar website should focus on a particular topic and should be linked to other pages (clusters) that address specific subtopics related to the major topic.
AI tools such as ChatGPT, AISEO, Koala, Crayo, Jasper AI, CopyAI, etc. can be deployed to generate content but they should not write the whole thing. They should rather assist in the process.
What is Product-Led Growth and Why does It Matter?
Product-led growth is also important in growth marketing in 2025, especially for companies that make and sell software services or as it is better known software as a service (SaaS). Companies like Slack, Hubspot, Atlassian, and Zoom are often touted as examples of brands that have successfully implemented the product-led growth marketing strategy.
What is product-led growth?
This is when the product is placed front and center in the marketing strategy. The product itself plays a critical role in acquiring, growing, and retaining customers (all steps in full funnel marketing).
How does product-led growth work?
When a company rolls out a software, they launch a well-detailed website where people can go and sign up. They offer free trials to encourage people to try out the service. They also post video tutorials that will teach people how to navigate the platform or the app. All these eliminates the need for a salesperson to go around hawking the product to target companies.
Now, there are some who quarrel with the term product-led growth being used specifically for SaaS products. This is because they believe all growth is product led. As they see it, even if it is a TV ad that made you pick up a particular cereal box for the first time, it is the fact that you ended up loving the product that will make you go back for it again and again.
How AI is Transforming Growth Marketing in 2025
It goes without saying that AI will come to play an ever-increasing role in growth marketing in 2025 and beyond.
AI has literally impacted every aspect of the marketing process. AI tools like Scalenut and AISEO can be used to generate content in record time and at a cheaper rate than humans will charge. AI Chabots can also help with the customer support process; interfacing with them and answering any initial queries they may have before a human agent can take over if need be.
If you are worried that using AI can lead to the loss of a personal touch in your relationship with your customers, then you needn’t be. AI tools like Braze and Klaviyo can analyze customer data and send out appropriately-themed emails to them. By lowering costs and saving precious time, AI can lead to greater ROI.
The Power of Integrated, Cross-Channel Marketing
Past surveys show that different segments of societies rely on different channels to get information about goods and services. While older persons still watch TV, Millennials and Gen Zs rely on social media and the internet.
In a situation where a company produces something that benefits all three age demographics, it means that they cannot concentrate their marketing efforts on one channel and leave out the others. A cross-channel marketing approach is therefore crucial for growth marketing. Social media, text messages, emails, and even TV Ads should all be factored in.
A company can also adopt an Omnichannel marketing strategy. This involves using multiple channels to interact with customers while ensuring that the channels remain integrated with consistent messaging across board.
Top Growth Marketing Skills to Master This 2025
If you are a marketing professional or aspiring to be, then you must know that the competition is fierce. You are not only facing off against fellow humans but also AI tools that only get better each day. This is why you must stand out by becoming a T-shaped marketer. This means having deep + wide skills. Deep is you mastering two or three marketing skills while wide is you having a working knowledge of several other complementary skills.
Some of the top Growth Marketing Skills that one should master includes;
- funnel optimization
- data analysis
- CRO
- Copywriting
- Automation
- Omni channel marketing
- Product-led marketing
- SEO marketing etc.
With consumer behavior continuously evolving thanks to different factors, there is a need for marketing experts to stay updated on all innovative aspects. For instance, with regards to growth marketing, A/B testing, Data analysis and experimentation remain crucial.
The importance of SEO marketing, Omni channel marketing, and product-led growth cannot also be ignored as well. What about the increased adoption of AI? These are all important considerations for today and the future as well.
Things To Learn From Attending a Growth Marketing Conference
In order to optimize current processes and increase growth for your organisation, attending a growth marketing conference is an essential way to gain valuable insights into the industry. Growth marketing conferences provide attendees with invaluable resources as well as specific guidance on how to apply what they have learned after the event ends.
The Latest Trends in Marketing
A growth marketing conference can be an excellent opportunity to learn about the latest trends and emerging technologies in marketing. Some of these trends include:
Artificial Intelligence(AI) and machine learning in marketing: AI and machine learning are increasingly being used to automate marketing processes and personalize marketing messages.
The importance of personalization in marketing: As consumers become more sophisticated, personalized marketing messages are becoming increasingly important.
The rise of influencer marketing: Influencer marketing is becoming a popular way for brands to reach new audiences by partnering with social media influencers who have large followings.
Developing a Structured and Effective Strategy
Once you have gained basic insights into growth marketing practices, it is crucial to develop a structured and effective strategy in order to create lasting results within your organization or project. This requires taking an analytical approach when measuring progress and analyzing results in order to adjust strategies accordingly. Additionally, having insight into customer acquisition costs (CAC), reducing customer churn rates (CCR), improving lifetime value (LTV) of customers and segmentation approaches that help identify high value prospects will also help in formulating effective strategies for success.
Identifying Your Target Audience and Their Needs
When understanding the basics of growth marketing, it’s important to identify your target audience and assess their needs in order to cater your campaigns towards them appropriately. Knowing who you are targeting allows you to tailor-fit messages according to their preferences while modifying adverts based on demographics—ultimately helping you understand why they make certain decisions while providing them with more tailored content across platforms.
Using Data To Drive Decisions And Implement Solutions
Using data-driven decisions is vital when implementing solutions within your organization or project. Not only does data allow businesses to make smarter decisions but it helps predict potential customer behavior which can result in increased sales efficiency. Utilizing analytics software such as Google Analytics will give valuable user insights that can be used in decision making while helping measure return on advertising spend towards campaigns accurately.
Leveraging Digital Tools For Maximum Impact
Growth marketing isn’t just about creating a solid strategy — harnessing digital tools is essential too when trying to maximize the reach of campaigns through multiple channels simultaneously. Tools like Moosend or Nitreo are great starting points when setting up automated processes that can reach out without manual intervention while ensuring minimal errors and better organizational performance than ever before – allowing readers react quickly once messages reach their inboxes or newsfeeds!
Utilizing A/B Testing To Fine Tune Your Campaigns
An effective way to fine tune any campaign is through A/B testing — this involves identifying elements from different versions of ads which leads us towards making informed changes that result in improved outcomes once applied consistently throughout all channels being utilized during a campaign period. This could range from adjusting title texts on emails or tweaking images used on platforms like Instagram; by understanding what works best for our target audiences we can ensure greater engagement within our campaigns!
Establishing Clear Goals And Objectives For Measurement
In order for any organisation or business venture to succeed longterm it’s essential that we define quantifiable goals & objectives based on key performance indicators such as website visits or ROI—this allows us measure progress over time while ensuring everything stays aligned with our overall company/project mission statement & vision board as we evolve over time towards achieving success!
Applying What You’ve Learned After The Event
Attending a growth marketing conference provides attendees both invaluable resources & actual guidance so they may apply whatever knowledge they have acquired after leaving the event with confidence & purpose—providing additional value not just limited within theoretical discussion but offering practical advice backed up real life experiences which are shared amongst attendees allowing everyone involved benefit beyond expectation!
At its core attending such conferences revolves around learning from experts who can provide actionable insights into optimizing current processes by utilizing established best practices related specifically towards growing companies quickly despite today’s market environment—by dedicating oneself continuously in this ever evolving field success will eventually be inevitable yet it all starts at the right place first—the right growth marketing conference!