THE GROWTH MARKETING PLAYBOOK
A TACTICAL GUIDE TO SCALE E-COMMERCE TO $500 MILLION
by Richie Singh
A Growth Marketing Playbook is a series of plays or tests that a growth hacker can implement. This book will equip you with the tools to develop your own Growth Playbook.
A common struggle with scaling an e-commerce business is the transformational leap from the sub $15M range to the $200-$500M range.
This could be the Series A challenge: How do you metamorphosize from a brand with a proven product that might grow to a brand that is predictably and swiftly growing?
Alternatively, it could be the Plateau challenge: How do you overcome a growth plateau or revenue ceiling and transform marketing to a sustainable self-funding growth trajectory?
While there are numerous books on growth, there is no comprehensive operational playbook. This book bridges that gap by providing 5 Strategic Pillars and 50+ Tactics for sustainable growth
Measurement: Learn about metrics like Net Promoter Score and Lifetime Value. Become sustainable with the LTV/CAC ratio. Gain a foundational understanding of digital and TV attribution, and learn how to set up a holistic measurement stack
Acquisition: Dive deep into 15 different acquisition channels and 30+ tactics across paid, owned and earned. Paid meticulously covers 11 different channels ranging from digital marketing like search and paid social, to mass-media like direct response TV and out-of-home, and emerging like streaming AVOD services and programmatic direct mail. Round out with SEO, referral, marketplaces and Amazon.
Lifecycle Marketing: Maximize LTV via the PAD strategy©. Manage list un-engagement, a bigger danger than unsubscribes. Expand beyond email with tips for paid, personalization, customer service and rewards.
Conversion Rate Optimization: Uncover how to increase conversion rates by building a data and hypotheses driven CRO capability.
Brand and Creative: Optimize creative with tips for speed, fatigue, passive audience and testing. Get introduced to an innovative new tool for brand positioning.
Bonus: Explore advanced topics like multi-touch attribution, predictive LTV, machine learning segmentation, response curves, media mix models, and tips for developing a growth culture.