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Demand Generation

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5 Reasons You Should Hire a Growth Marketing Agency

5 Reasons You Should Hire a Growth Marketing Agency

Google Trends data shows that searches for "growth marketing" have grown substantially over the past five years. This isn't too surprising — growth marketing is highly scalable, provides a strong Return On Investment (ROI), and helps brands grow sustainably long-term. 

Mastering growth marketing isn't always easy, so many companies choose to work with a growth marketing agency. This article will shed light on five reasons your brand should hire such an agency. 

#1. They Have Experience With Other Companies at Your Growth Stage

As brands grow, they often face a common set of growing pains related to marketing. For example, startups often lack the marketing bandwidth to run full-fledged campaigns on all digital platforms simultaneously. Or, new ecommerce businesses often struggle to get the engagement snowball rolling (getting your fifth follower is far easier than getting your 150th). 

Growth marketing agencies work with brands over long periods, so they know how to minimize growing pains and steer a brand through the chaos. 

Growth hackers have also implemented a wide range of strategies across many digital platforms, so they know what works and what doesn't. This knowledge is invaluable, as it will help you make smarter marketing choices straight away so you can yield returns quickly. 

Note: Read "How To Build a PLG Funnel Your Sales Team Can Use."

#2. They Can Plan Industry-Specific Long-Term Strategies

Compared to regular marketers, growth marketers view the sales funnel more holistically. Plus, they focus on metrics like Customer Lifetime Value (CLV) and retention rate over short-term revenue. 

The growth marketing sales funnel stages: awareness, consideration, action, adoption, and expansion and their corresponding lifecycle stages.

As a result, growth marketing strategies are like snowballs — they grow as they gain momentum. Growth marketing is really a long-term approach. 

While a traditional marketing agency can help you design a strategy weeks to months in advance, your growth team will think months to years ahead. Naturally, they can help you design marketing that is sustainable and provides long-term returns. 

Growth hackers are also excellent researchers. They can dive deep into your industry and learn what motivates your customers and how to market to them best. When you hire a growth marketing team, you get a holistic, industry-specific plan. 

#3. They Can Save You Money

The initial investment of hiring a growth hacking marketing agency often makes brand owners and managers nervous. However, if the brand invests wisely, it can spend less on an agency than it would if it tried to run a fully-fledged marketing strategy in-house. 

Growth marketing agencies can also get brands a better ROI. Agencies have a lot of in-house expertise, so they can optimize your marketing budget with smart investments and reduce marketing wastage. 

Research on 1,000 marketers by Rakuten Marketing shows that around 26% of marketing budgets were wasted in 2018, while a 2022 report on 41 companies spending $500,000 to $31 million on marketing estimates marketing wastage is 41%. So wastage is a major concern for many brands. 

#4. They Reduce Your Workload

Growth marketing agencies often employ marketers who specialize in Search Engine Optimization (SEO), paid media, content marketing, social media marketing, email marketing, referral marketing, video marketing, and other marketing niches. So, when you work with an agency, you get access to experts without having to expand your in-house marketing team. 

Working with a growth marketing company can also reduce your workload substantially. Marketers can either complete marketing tasks for you or help you automate them. 

You'll know whether you've hired a good agency if they're easy to work with. We recommend looking for an agency that communicates well, provides regular updates, consults you in the decision-making process, and works transparently. 

#5. They Can Help You Become Results-Driven

Growth marketing is generally more adaptive than traditional digital marketing (though that is changing as marketers get better access to marketing data). When they implement a strategy, growth hackers conduct frequent tests and experiments to assess how your audience is responding. Then, they optimize your marketing materials to obtain the best result. 

Naturally, hiring an agency can help you become more results and performance-driven. Performance marketing offers benefits like:

  • Higher ROI
  • More efficient marketing
  • Optimized campaign planning
  • Enhanced forecasting 
  • Faster speed to lead times
  • Greater customer retention

Working with a growth hacking consulting agency also means you don't need to design your marketing analytics infrastructure alone. Many new brands and startups with limited staff and busy schedules often struggle to dedicate time to building this infrastructure, so it's nice to get it off your to-do list.

Note: Read "3 RevOps HubSpot Automations Your Business Needs."

Performance Marketing and Growth Marketing Agencies

Growth marketing can improve your ROI, grow your customer base, and help you achieve rapid and sustainable growth. 

You can see the value of a growth agency by looking at a case study like that of Allocations. Matter Made helped Allocations develop marketing infrastructure and run campaigns on Google, Bing, and LinkedIn. As a result, Allocations increased its pipeline three times in the first 90 days

Want results from growth marketing? Let's talk. 

Blog Post

Demand Generation

Demand generation is a full-funnel approach that’s designed to provide information at the moment of need.

Demand gen is critical to success today in B2B marketing. It’s a strategy that builds brand awareness and demand for your products and services. Today, demand generation uses multiple channels and approaches with decentralized information used across platforms.

Despite the power and efficacy of demand generation, there are many persistent misconceptions. Here’s a look at 7 myths about demand generation and why they’re inaccurate.

Misconception #1: Demand Generation and Lead Generation Are the Same Things

People incorrectly believe lead generation and demand generation are one in the same. However, they are very different in scope and practice.

Lead generation is a much more basic sales strategy that’s focused on a singular goal: obtaining more leads. It’s a basic approach that’s designed to collect contact information from customers who might be interested in your product or service.

Lead generation takes a blanket approach to market to the masses. One example: using blogs or webinars to entice readers to leave contact information on a web form.

This is not to diminish lead generation. There are effective ways to garner more leads. Many businesses, impatient with the time needed to deploy demand generation, turn to lead generation instead.

Demand generation is a more comprehensive approach to sales and marketing. With demand gen, you will attract, convert and keep customers.

Demand generation is about nurturing relationships at each stage, as opposed to lead generation, which is more transactional. Instead of passing leads on to a sales team for follow-up, demand gen looks to meet prospects and customers where they are.

With demand generation, you identify what a customers’ needs are and provide solutions, whether it’s content, free tools, or product guides. These solutions are dependent on where a customer is in their journey. They can be personalized using data gleaned from the customer relationship.

Misconception #2: Demand Gen Is a Top-of-the-Funnel Activity

It’s a common misconception that demand generation focuses exclusively on the top of the funnel. Generating demand, however, is not just about acquisition. It’s about engaging and re-engaging customers.

Demand generation takes the long view. It’s about obtaining new prospects and converting those prospects. It’s also about reinforcing your brand and continuing to provide value throughout the lifetime of a customer’s relationship.

Misconception #3: You Can Control the Buyer Journey

Demand generation marketing is not about controlling the buyer. In fact, today, the buyer has more control over the customer journey than ever before.

Why? First, the expectations are different. Customers want relationships with the brands they use. They expect brands to know the extent of the engagements, their preferences, and their needs.

In addition, buyers today have lots of information available, including independent product reviews, message boards, and social media channels. These forums give buyers far more insights into your products and services and the ability to do their own research.

With buyers having information and freedom, demand generation is the right choice. You cannot control the buyer but you can be prepared to meet them where they are.

Demand marketing focuses on having high-value information available at every stage of the buyer’s journey. Creating great content and using your CRM to manage buyer engagements results in better outcomes for buyers and your brand.

Misconception #4: Demand Generation Is a Singular Approach

Demand generation is not a singular strategy to use for your marketing. Instead, it’s the collection of multiple marketing initiatives, across multiple channels.

These activities are coordinated, integrated, and driven by shared data. They also are evolutionary and iterative. If one approach is not working, such as search engine display ads, demand gen allows for rapid pivots. You can shift out of one strategy and try another.

The key is to develop a strategy that engages prospects and customers across channels. Social media, web, SEO, email, video, and other channels all factor into engaging your target audience.

The reason for this approach is evident. Your buyers do not operate on one channel only. Your marketing should not, either.

Misconception #5: There Are No Targets in Demand Generation

With its multi-channel approach, demand generation sometimes suffers from an assumption that targets are not necessary.

The opposite is true. You should use targets for each challenge used. Targeting likely buyers on the right channel at the time of need is the smart move. It leads to higher levels of engagement and higher conversion rates.

Setting these targets requires some work. You need to know who your ideal customers are. You need to understand when they will be looking for solutions and where.

Misconception #6: Content Format Is Irrelevant

Not true: Walls of copy rich in information and stuffed with keywords is the way to go with content.

Remember, the buyer is in control of the relationship. And your brand will not be the only one creating content.

You need to cut through the clutter and noise. That means creating content in the format that your customers want. Increasingly, customers are interested in content in different formats – infographics, videos, and podcasts.

The good news is that often you can repurpose content. A Q&A video with a product manager can be converted into a blog post. A new product announcement can be used to create a graphic that explains key features and enhancements.

Misconception #7: You Need Channel Specialists to be Successful at Demand Generation

Channel specialists are certainly valuable. They know how to effectively manage one channel and bring expertise and experience to your business,

However, they are just that – a specialist who knows one channel, albeit well.

Demand gen requires the use of multiple experts who understand the big picture. You need a team that can work together on strategy messaging, execution, and measurement.

Matter Made helps B2B SaaS businesses grow. Our demand generation, go-to-market, growth marketing, and paid media services help brands attract more customers and convert more sales.

To learn more about how Matter Made can optimize your demand generation strategy, contact us today.

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