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Getting started with Growth Driven Design and Inbound Marketing

By Randy Malmquist

COO & Partner + Growth Marketing Expert

Fun Fact: Sneakerhead

Some of the top MarTech agencies have determined that GDD (Growth Driven Design ) is the best way to maximize the conversion journey of prospects  to customers to their clients websites. Implementing a successful GDD strategy can dramatically increase stickiness and completely transform your website's overall deliverable results and  revenue. You can't optimize GDD without an inbound marketing strategy because they work hand in hand. 



Growth Marketing helps to align your sales and marketing efforts and the most successful sales and marketing professionals are using it. I believe in providing my ideal customers with valuable content from the beginning of the buyers journey in order to boost my conversions and new client relationships. More people are consuming content online than ever before, in turn more sales managers and marketing professional are providing their potential clients with much needed valuable information as a result.

Content marketing works best when you they are Smart goals = Specific, Measurable, Attainable, Relevant, TimelyJoe Pulizzi, founder of Content Marketing Institute, says in a recent episode of the Marketing assessment, “If you’re not writing down your strategy, it doesn’t exist.” It’s no big surprise that in order to be a leader in your industry you have to have a plan. More importantly, a plan that can be driven by results.  One of the best investments you will make is to begin a content marketing strategy. Just ask Neil Patel, he has founded numerous companies and provided content strategies for Advantage Consulting Services that counted Fortune 500 companies like Samsung, Amazon, Microsoft, and Viacom among its clients. 

  • 36% of companies with a documented content strategy indicate their content marketing is “very effective” or “extremely effective.” (Content Marketing Institute/MarketingProfs)
  • 77% of all companies rate their social media marketing as successful at achieving the most important objectives set for it to some extent. (LinkedIn Technology Marketing Community)
  • Metrics for B2B content marketing success: Sales Lead Quality (87%); Sales (84%); High Conversion Rates (82%); Sales Lead Quantity (71%); Website Traffic (71%); Brand Lift (69%); SEO Ranking (87%) (Content Marketing Institute/MarketingProfs)
  • Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source: Aberdeen)

Joeri Van Overloop founder of Bizwebjournal describes inbound marketing as"...providing quality content to attract potential clients to the products and services you’re offering after which you then get to know those clients personally so that they are eventually left with no choice but to do business with you." You can do this by starting a blog, blogging will allow you to communicate with your prospective clients at the appropriate time. You will be able to gain their trust by giving them free valuable content and they will look to you as a trusted resource for information.

Growth Marketing works best when your website is optimized to foster the buyers journey. You don't need to redesign your website to begin growing better, you simply need to start listening to your customer and tracking their usage.


Building a Launch Pad website

Taylor your approach for the client to come up with the high impact quality site with speedy delivery."Both inbound marketing and GDD work best when you have client participation." (riafox.com) We use the 80/20 rule to list the most crucial elements needed for website, then break it down further into nice to have and must have items. Filtering and prioritizing the most important things, cutting or archiving pages if needed. Most websites have pages with very low views and interaction, we will be looking to remove these pages to streamline your website. GDD and Inbound Marketing are further maximized when you use workflows and segmented email marketing to engage consistently and continue to nurture your leads further through the buyers journey. Create customized workflows for each of your niche market personas to entice them to take action and click on your CTA or fill out your form. Each specific topic will trigger automated workflows depending on where the lead or prospect is in conversion process.

The Foundation- As you know, having a solid strategy based on business goals is the beginning of every successful marketing campaign. You must break down these goals by quarter in order to stay on track, GDD allows for continuous improvement in order to adjust your tactics if they are not working. You will make decisions based on user data in effort to meet your focus metric.


How does one develop a website strategy?
1. Setting Goals
2. Personas
3. Fundamental assumptions
4. User journey map
5. Research
6. Brainstorming a wish list

Continuous Improvement - The Sprint Cycle - As mentioned earlier, in order to maximize and optimize your website's performance you should be looking to improve it based on user data. Continuous improvement cycles are a core process of the GDD methodology. The website must evolve based on this data and unlock new opportunities and adapt to changes and updates.

Plan: Determine the most impactful action items to implement in order to get you close to your focus metric goal. Develop a list with your entire team and identify the 20 percent of items that will produce 80 percent of the impact and value for your focus metric. Make a list of "must have” or “nice to have” items, if the item is “nice to have” then it will return back to the main list. The Lead strategist will pick an action item for each cycle, then the team must rally behind the it in order to stay focused and maximize time.

Host the Summit Meeting: every cycle you should schedule a 45-90 minute meeting with everyone involved to have a creative discussion, not just a boring presentation. The Summit meeting should address both marketing and sales action items.


Intro: If anyone at the meeting is new to the group, or if there is a guest speaker, this is the time when introductions should be made. The person in charge of the meeting can introduce the new person, or ask the person to introduce him or herself. 

State of the union: Report on engagement from the last cycle's user data learned and brainstorm which action items we should focus on for this cycle. Brainstorm the parts of the meeting on the whiteboard and assign individuals to each step, circle the essential vs. ideal. 

Idea generation workshop: Ideas about how to increase focus metric.

Brainstorming/prioritizing: Keep it open with time to achieve more organic results.

Wrap up/next steps:  Set up timeline and goals for follow up research to be completed and schedule the next summit meeting. Summit meetings can tend to run over time limitations, keep this in mind for your agenda.

Build: A collaborative sprint to implement the high impact action items as quickly as possible. Make sure to balance speed with quality. Deconstruct action items in order to avoid potential roadblocks. Require all hands on deck to build out the launchpad website. Set up experiments as outlined in the action items. Request anything you need from other teams or the client as soon as possible. Everyone will work at the same time to get quick results. Pre-schedule all time needed to review the action items. The strategist is in charge of removing roadblocks in scheduling and workload. Use time tracking tools like toggle, harvest or gather content to keep track of the hours have been spent on each action item. 

Learn: Get a deeper understanding of who your users are so you can make smarter decisions and drive more value. Let your experiments run until you’re confident of the results, ask yourself learning questions. Was our hypothesis correct? What did this teach us about the user? Did different personas behave differently? What behavior was unexpected? Further research and brainstorm next steps in order to figure out what to do based on experiment results. Document your findings with an easily searchable wiki with tettra in order to use this knowledge for future reference. 

Transfer: Help the other teams improve your efforts by informing them of your user learnings and vice versa. Create a state of the union, which is a high level overview of what has been done, where you are now and your Global progress goals. Review previous cycle action items, experimental results and user learnings. Determine what recommendations to present at the next summit meeting, in order to improve the overall performance of the team for the next cycle. You should have a list of user related questions prepared for the meetings. 


Potato Chip Strategy - Luke Summerfield the Godfather of Growth Driven Design thinks that if you are able to get your clients started with GDD they will be hooked on it; therefore, increasing the likelihood of getting a retainer based client. No one can eat just one potato chip, just like no one can resist GDD once they see what it can do for their website. 

Buyers today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers will allow you to focus on your best customers. You can also create buyer personas for the customers you don't want to do business with. Having multiple buyer personas will also allow you to tailor your content to a specific niche market. Buyer personas include demographics, age, work role, company size, common issues or problems. developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience. The best way to interact with your buyers and guide them through the buyers journey is to have a solid email marketing strategy. 

Email is still the most important and cost-effective way to communicate with your customers, but if you are not segmenting your leads and customers based on their buyer personas, you are wasting your time. Email can be used very effectively to nurture your leads and convert more new leads. 

Tailoring them got even better with video prospecting emails and today we are able to grow revenue 49% faster than non-video users. It’s more interesting, human, visual and more memorable and works in every stage of the sales conversation! Plus, it’s inexpensive, and the results are impactful to your business. 

  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. –MarketingSherpa
  • Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
  • Email marketing has an ROI of 3800%. – DMA
  • Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
  • For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor
  • The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group

Segmenting leads and customers will really allow you to tailor your sales and marketing campaigns to target specific buyer personas. You will now be able to create custom offers for each buyer in the particular part of the buyers journey that they are in. In other words, you can now have multiple offers for each buyer persona to offer them as the travel through the process of buying your product or service.

You will also get a sharp increase in repeat business and activate those old clients you haven't heard from. Interestingly, you will also be able to interact with candidates through segmentation. For example, you may have an opening for Graphic Designers which needs to be filled yesterday, you can segment your candidates into each industry by categories. You will need a good CRM to help you with this, good thing you know us because we can hook you up with a good free CRM.  25 Website Redesign Must-haves eBook