A playbook for growth marketing



Status: WIP; Last Updated: May 15, 2018 (LIVING BOOK)

ACQUISITION GOAL: Get customers through the (sometimes metaphorical) door.

Just three years after launch, Clash of Clans was raking in over $15M. Per day. They got there by building an engaging product and then acquiring users at a frenetic pace. They’re a classic case study in building strong consumer growth strategies1.

But while everyone’s heard of Clash of Clans, what do you know about Palantir? A data analysis company, Palantir quietly grew over 11 years to a $15B valuation in 2015, but has largely stayed out of the public eye. They achieved this massive success by initiating pilot projects with government agencies (acquisition), and then building on initial success to pursue more and larger projects (activation)2.

Two very different companies and very different target audiences, yet in both cases the customer journey starts at the same simple moment: acquisition.

While the popular evolution of Ralph Waldo Emerson’s quote emphasizes the power of a good product, “Build a better mousetrap, and the world will beat a path to your door”, we would be wise also remember it’s compliment, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Without that moment of acquisition, nothing else matters.

Table of Contents

(Unlinked chapters below are not yet completed. More chapters are being written and edited regularly.)

  1. User Research: Know who you’re looking for
  2. Getting Attention: Make the first touch
  3. Taking Action: Get people through the door
A playbook for growth marketing

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