What is growth?
”Growth” is one of the most misunderstood terms in modern technology businesses. Growth is working with product, engineering, design, data & analytics, and marketing to sustainably, systematically, and scientifically grow customers and revenue. The term “growth” often gets conflated depending on the situation and who you are talking to. Steven Dupree (former VP @ SoFi) provides a clear definition- “Scientific Method applied to KPI's.” Brian Balfour and Reforge outlines the origins of modern growth teams and how to think about growth here.
Growth is never done.
Round Barn Labs works with our clients to refine and understand their unique growth model. This helps us outline the channels and strategies they need to grow the business. From this model, we agree on a data-informed process. Once the growth model is in place, we can identify growth loops and linear channels. Having managed growth in-house for VC backed companies, completed Reforge Growth & Retention training, and regularly collaborating with leading growth practitioners, we are in position to outline strategies and tactics that will reach goals for clients more efficiently than other external partners.
How does growth inform our process?
We emphasize taking a more detailed view of customer personas and psychology than most paid marketing teams and implement this data into our three linear channels.
We understand how high performing growth teams work: cross-functional, agile, customer-obsessed, analytical, and competitive. Growth is never done.
We collaborate with internal Product, Design, UX, Engineering, and Analytics teams when needed to improve the user experience and overall performance
We are driven by data. We hold weekly internal team meetings reviewing data and provide detailed reporting and insights for clients to explain the “why” behind the results.
We roll out effective testing cadence to increase learnings, boost conversion rates, and improve the efficiency of paid marketing spend
What do you get?
Detailed documented test results, learnings, and recommendations
Impact in the form of customers and revenue.
Once we have a good understanding of your customer, market, and where you fit into product and growth frameworks, we focus on our three strongest linear marketing channels:
Clients that collaborate with us to combine one or more of these three channels see the best results. Improving the user experience increases conversion rates which lower the cost of paid marketing, providing you with a competitive edge. When applied properly, this process delivers compounding efficiency gains over time. We call this the RBL Flywheel. By applying intelligent Conversion Rate Optimization (CRO) to Partner Marketing High-quality influencer and affiliate content can be “echoed” within targeted paid social ads. This increases social proof addressing multiple stages of the customer acquisition funnel. As we improve conversion rates with User Experience (UX) and Conversion Rate (CRO) expertise, this increases affiliate and influencer adoption, which then yields more refresh partner content for paid social and the virtuous cycle continues.
This combination creates a flywheel. High-quality influencer and affiliate content can be “echoed” in targeted paid social ads, increasing social proof and addressing multiple stages of the customer acquisition funnel. As we improve conversion rates with our UX and CRO expertise, this increases affiliate and influencer adoption, which then yields more refresh content for paid social and the virtuous cycle continues.
This approach allows our clients to not be overly dependent on paid marketing and ensures campaigns are as efficient as possible.
The RBL Flywheel
The premise of the flywheel is simple. A flywheel is an incredibly heavy wheel that takes huge effort to push. Keep pushing and the flywheel builds momentum. Keep pushing and eventually, it starts to help turn itself and generate its own momentum--and that's when a company goes from good to great.
There are some fantastic examples of flywheels in business.
Brian Balfour’s Reforge has provided frameworks to leading product manager managers, marketers, and growth leaders for 4 years now and outlines the importance of loops in determining how any product grows.
As RBL has evolved from a one-person consultancy to a team of experts that has served hundreds of startups and large consumer brands, we have found that there are three pillars of our business: 1) Conversion Rate Optimization (CRO) & User Experience (UX), 2) Affiliate/Influencer/Partner Marketing, and 3) Paid Social Marketing. Layered on top of this is a knowledge of Growth that few agencies and digital consulting firms possess.
We went from the more general practice of “growth by any means necessary” to a focus on our three pillars and our collective superpowers.
As it turns out when utilized properly, these three pillars of RBL, or these three linear marketing channels, when combined can create a flywheel for consumer brands that take advantage of it.
How can we help?
Let's chat about your marketing and growth challenges.