Growth Marketing: a growth strategy that combines speed and sustainability

Growth marketing combines data power, creativity and continuous experimentation. A true growth accelerator, it gives agile companies the means to differentiate themselves and increase their performance. With hipto, this strategy is enriched by a major asset: the generation of skilled leads, without volume limits, to feed every stage of the funnel client, the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growth of the growthAcquisitiondetention.

What is growth marketing?

The growth marketing technique allows the company to accelerate growth by maximizing the impact of each action and step of the customer journey, from first interaction to loyalty. This 2.0 approach, rigorously analytical, relies on experimentation, data analysis and continuous optimization of the process.the whole funnel marketing(all stages of the purchase cycle).

Often used by startups, this data-driven strategy, focused on user behaviour, relies largely on iterations, repeated and continuous cycles. A startup will, for example, test 3 different versions of an email marketing. It observes that it has the highest rate of opening, keeps the best version, improves it, then tests it again and so on, until the goals are achieved. At hipto, we drive the growth of companies through efficient growth marketing methods, aiming at optimizing the customer journey in its entirety. L-Objective ? Generate sustainable growth by maximizing the volume and quality of leads to fuel the entire customer journey via:

The prevention of risks such as too high a lead cost, the provision of unskilled leads, low contact or activation rates, loss of customer experience.

• The implementation of multi-channel acquisition campaigns (SEO, SEA, social ads) focused on the qualified lead.

• Optimizing activation with fluid onboarding and custom messages to speed up the transition to action.

• Strengthening retention and post-contact monitoring through re-launching, nurturing and retention to secure customer life value.

• Key KPIs (cost per lead qualified, J+1 / J+3 connection, RDV rate and conversion rate for sale).

Origin of Growth Marketing

Growth marketing was born in Silicon Valley in the early 2010s, under the leadership of Sean Ellis. This entrepreneur and consultant is looking to recruit profiles that can generate rapid and sustainable growth for such iconic startups as Dropbox or Airbnb.

Initially called "growth hacking", the method was first aimed at the rapid development of startups. Subsequently, the concept evolved towards growth marketing based on the idea of building a long-term relationship with the customer. This new approach therefore involves loyalty, retention, recommendation. It is now used by large companies such as Uber, LinkedIn or Airbnb.

Growth marketing, growth hacking: what differences?

Growth hacking helps to find fast and inexpensive growth levers, mainly thanks to the creativity and judicious exploitation of digital channels. This is why this method is particularly targeted at startups in the launch phase who are looking to develop quickly, with little means.

Growth marketing will instead generate sustainable growth by optimizing the entire customer life cycle (according to the AARRR model: acquisition, activation, retention, revenues, recommendations). The method, characterized by a more holistic, strategic and long-term vision, targets primarily more mature startups and businesses seeking to consolidate and retain their customer base.

What is the point of growing marketing?

A growth marketing manager pursues a global goal, namelygenerate leadsThe Commission has also taken steps to improve the quality of the services provided by the European Commission.

Moreover, the interest in growth marketing is threefold:

• Produce traffic on site.

• Convert visitors to users.

• Improve user experience and loyalty.

AARRR framework: the basis of growth marketing

Growth marketing is based on five fundamental pillars, grouped into the AARRR model:

• Acquisition

• Activation

• Detention

• Income

• Recommendation

Each of these phases, with specific and measurable actions, is directed towards one and the same objective: the sustainable growth of the enterprise.

At hipto, our approach to growth marketing is accompanied by a strong compliance requirement: we are 100% GDPR compliant, as the protection of personal data is at the heart of our approach. Thus, our campaigns benefit from a legal and secure framework, essential to building sustainable growth.

Acquisition: boost traffic and capture new customers

Business objective

Maximize the return on investment of marketing actions by generating a steady flow of qualified leads, with a controlled acquisition cost and a high potential for conversion into profitable customers.Qualifying a prospectefficient operation via scoring and segmentation techniques.

The control of theCustomer acquisition costis also a central strategic indicator for managing campaign profitability and arbitrating marketing investments.

The principle

Acquisition is the first strategic step of the AARRR funnel. It involves attracting users with high potential value to the company, via optimized and measurable channels. The stake is not only to increase visibility, but to transform this traffic into a concrete and measurable flow of prospects that progress in the sales path. Here we talk about real business opportunities, which can lead to sales.

Key Techniques to Measurable ROI

• SEO and content marketing to generate sustainable organic traffic.

• Digital advertising (social networks, SEA on search engines) for quick and targeted acquisition.

• Personalized emailing and partnerships to activate qualified segments.

• A/B tests (compared to 2 versions of a web page) for an optimized landing page to maximize conversion rate.

These levers are part of aGlobal digital acquisition strategy, aimed at capturing qualified leads via measurable channels, driven by performance and data.

KPI ROI Pilotage

• Cost per Acquisition (CPA): measure the profitability of channels.

• Visitor conversion rate → leads: validate the quality of the generated traffic.

• Customer life: evaluate long-term return on investment.

Activation: converting interest into concrete commitment

Business objective

Maximize theconversion ratenew entrants to active users, reducing the risk of early abandonment and accelerating value perception to generate a rapid return on investment.

The principle

Activation is the first proof of profitability of a lead acquired. This is the critical moment when the user discovers the real value of the product. Effective onboarding and a first successful experience transform a prospect into a committed customer, mechanically increasing the chances of retention and monetization.

Key ROI-oriented techniques

• Personalized onboarding to guide the user to the key action of high value.

• Landing pages optimized and interactive tutorials to reduce friction.

• Free essays and contextualized messages to trigger usage and validate interest.

KPI ROI Pilotage

• Activation rate: percentage of users reaching key action (completed registration, first use).

• Average time between registration and first value-generating action.

• Onboarding completion rate: measure of the efficiency of the activation route.

Retention: to retain the strength to accelerate and sustain growth

Business objective

Maximize customer life value by reducing the churn and increasing the frequency of use, in order to secure a recurring and profitable revenue stream.

The principle

Retention is a key lever for profitability: acquiring a customer costs a lot more, keeping it is much more profitable. By encouraging regular use and creating habits, the company turns one-off users into loyal and predictable customers, thus reducing dependence on new acquisition investments.

Key ROI-oriented techniques

• Targeted re-launches and push notifications to maintain commitment.

• Content and offers customized according to user behavior.

• Loyalty programs and exclusive benefits to stimulate recurrence.

• Proactive customer support to limit frustrations and avoid attrition (churn).

KPI ROI Pilotage

• Retention rate (% of active users after 30/60/90 days).

• Attrition rate over a given period.

• Value generated per customer over time.

Revenue: generate and increase turnover sustainably

Business objective

Maximize profitability by increasing the average income per customer and the total value generated by the customer over its lifetime, while optimizing resource allocation on the most efficient channels.

The principle

The revenue phase transforms customer engagement into measurable financial performance. It is not limited to generating immediate revenue: it aims to create a sustainable growth model, where each customer contributes in a predictable and cost-effective way to the overall trajectory.

Key ROI-oriented techniques

• Subscription offers or premium models to secure recurring revenues.

• Upsell and cross-sell to increase the average basket.

• Custom offers and targeted promotions to stimulate conversions.

• Freemium conversion fee to monetize a broad user base.

KPI ROI Pilotage

• Monitoring of average income generated per client.

• Paid conversion rate (% of free users converted into profitable customers).

• Total value generated per customer over its life.

Recommendation: Transforming a satisfied customer into a brand ambassador

Business objective

Reduce the cost of acquiring customers by generating organic growth through recommendations, while increasing the confidence and credibility of the brand.

The principle

The recommendation transforms customer satisfaction into a profitable growth lever. Each loyal customer becomes a low-cost acquisition vector, fuelling a virtuous cycle: more satisfied customers → more ambassadors → more new customers without additional marketing investment.

Key ROI-oriented techniques

• Sponsorship programs that reward successful invitations.

• Exclusive offers or benefits in exchange for positive sharing and reviews.

• Prominent customer testimony to reinforce social evidence.

• Active community activities to stimulate engagement and word of mouth.

KPI ROI Pilotage

• Re-referral rate: share of new clients acquired through recommendations.

• Cost of acquisition per reference vs. other channels: direct comparison of profitability.

• Conversion rates of lead from recommendations.

How to implement an effective growth marketing strategy?

To get hipto, the right levers are the key to driving a growth marketing strategy. These mechanisms are articulated as follows:

Defining a realistic objective

A realistic objective is very precisely set:

• Avoid unnecessary action and loss of resources.

• Set a clear course for the team via a central KPI.

• Learn faster, understanding the reasons for success or failure.

• Prioritize relevant tests, linked to real user insights.

Iterate and test constantly

Agility, a must-have quality in growth marketing, is the result of a fast, flexible and results-oriented process, where every learning becomes immediately usable. It is a question of implementing, as many times as necessary, targeted experiments (variants in A/B testing, email marketing actions, UX/UI adjustments, etc.).

For example, the A/B test is a marketing and optimization method that consists of comparing two versions of an element (webpage, email, landing page design, call-to-action, button, advertising...) to determine which one converts best. Growth marketer also tests the ease, fluidity and logic of the user journey. This involves simplifying a form, reducing steps in a buying tunnel, improving visibility of a button, improving the loading speed.

Iterating continuously and regularly helps to adapt to the water and change what is dysfunctional when the results are not convincing. By studying the customer's journey, an e-commerce shop will identify a critical point of drop-off. Through a targeted retargeting campaign, it will significantly reduce this drop-out rate and increase its conversions.

Measure each initiative as closely as possible, using measurable key indicators (KPIs) and specialized tools

The tools of analysis and performance indicators are essential to drive a growth marketing strategy, and all decisions are based on concrete data rather than intuitions.

KPIs

A KPI (Key Performance Indicator) is a key indicator that measures the effectiveness of an action. It is an encrypted metric (e.g. conversion rate, acquisition cost, retention, churn, MRR...) to track the results of experiments, compare performance and quickly decide which actions to keep, improve or abandon.

Specialized tools

Growth marketing also relies on specialized tools (software or platforms) that help collect, visualize and analyze data to track these KPIs. Specialized tools are tools to measure these metrics and to draw insights from them.

Examples include:

• Google Analytics, Adobe Analytics, for traffic and conversions.

• Hotjar to observe and understand user behavior and the identification of friction points.

• Amplitude for product analysis and retention.

Marketing automation: automating, saving time, hiring customers

Marketing automation is defined by the use of software and tools such as HubSpot, Salesforce Marketing Cloud or Marketo to automate certain repetitive marketing tasks. The objective is to generate and convert leads by customizing, targeting the right leads, at the right time, with the right message, without constant manual intervention. By automating these tasks, marketing and marketing teams are saving time and can focus on actions with higher added value.

Examples of implementation of marketing automation

• The development of targeted and impacting content strategies to effectively reach key audiences.

• Developing partnerships to increase the visibility and reach of the brand.

• The exploitation of customer returns in depth to optimize products and services.

• Detailed market studies to detect new growth opportunities.

• Organizing networking and loyalty events to strengthen relationships with strategic clients.

Analyze data for informed decision-making

After each experiment, it is essential to take the time to examine the data collected. By conducting a regular analysis, growth marketers identify what actually works and concentrate resources where they will have the most impact.

Build an integrated team combining different expertise in growth marketing

In growth marketing, it is essential to train teams in data-drive techniques and rapid experimentation. In a growth logic, reactive communication and operational agility of a welded team are crucial to quickly generate concrete and measurable results.

At hipto, we work hand in hand with our partners, as a real extension of their marketing and commercial teams, to turn these insights into concrete growth levers.

Success stories: companies that have driven growth through growth marketing

hipto connects brands with highly qualified leads, thanks to a data-driver approach, which is efficient and focused on user experience. According to this principle, several companies have had remarkable success. For example:

• EVA, the French leader in virtual reality, has tripled its ROAS with an optimized media strategy.

• The Sanctuary Group, a brand of sports and wellness concepts, generated an additional 950 conversions by structuring its acquisition model.

• Dropbox, a US company specializing in online file storage and sharing, has rapidly boosted its growth thanks to word of mouth and viral sponsorship.

• Truckfly, Michelin's mobile app, has tripled its volume of trained leads through targeted cold emailing and cold calling campaigns.

• Airbnb, a US private-private housing rental company, has relied on integration with Craigslist (a popular US classifieds website) to reach new users quickly. In 2024, Airbnb recorded a turnover of $11.1 billion, an increase of 12.1% compared to the previous year.

• Instagram, opting for simple onboarding and easy social sharing also experienced a global virality from the beginning.

• Slack (a collaborative work platform), has become an iconic model of successful growth marketing thanks to its exceptional user experience and product-centric growth marketing approach. The brand has relied on constant experimentation, testing features, home messages and onboarding to improve adoption and retention. It also relies on the use of precise KPI, such as activation and retention, to guide all marketing decisions.

In a constantly changing market, hipto, the leader in the generation of skilled leads in France, helps companies boost their growth sustainably through growth marketing. We combine strategy, targeted experiments and precise analyses to identify the levers that really work. Our goal: to generate qualified leads, optimize marketing actions and transform each opportunity into concrete and measurable results.

Get a 30 minute diagnostic growth: identify your priorities, discover your quick wins and project impact on your appointments and sales. With hipto, access large-scale, 100% GDPR lead-intentional leads, in close collaboration with your teams.

What to remember: the 3 essential points

• Growth marketing acts on the entire funnel client, from acquisition to loyalty to transform each step into a growth engine.

• Growth marketing efficiency is based on the right balance between insights, innovation and operational agility.

• Promote continuous learning and innovation, while building on the right tools and skills, maximizes the impact of growth marketing.

Sources

(4)Medium - AirBnB: a story of serial growth hackers - 2017-https://medium.com/@Pierre_Paperon/airbnb-une-histoire-de-serial-growth-hackers-89bf661061ff

(1)Growthroom - article published November 18, 2022 -https://www.growthroom.co/blog-posts/eva-franchise-de-studio-realite-virtuelle-multiplier-par-3-le-roas-en-deployant-un-modele-dacquisition-replicable

(2)Growthroom - article published September 23, 2025 -https://www.growthroom.co/blog-posts/the-sanctuary-group-studios-de-sport-structurer-leur-modele-dacquisition-et-generer-950-conversions-en-quelques-mois

(3)Citronbien - How Dropbox develops its brand through an effective content strategy - 2023 -https://www.citronbien.com/dropbox-strategie-gagnante/