How to Find (or Become) A Great Growth Marketer

HOW TO FIND (OR BECOME) THE NEXT GREAT GROWTH MARKETER Optimizely Conversion rate optimization is a necessary part of the marketing toolkit, but the identity of conversion specialists varies widely. However, there's one commonality that always seems to rise to the top of their job description: a fanatical obsession with growth. At Optimizely, we consider people who share this obsession to be growth marketers. They are in constant pursuit of customer understanding, and are committed to providing the absolute best experiences for their audience at every interaction point. So how do you know if you're an effective growth marketer-or if you've found one you should hire? We asked the Optimizely community of growth marketers to share their insights. Here's what they said. "The greatest pitfall a growth GOOD marketer can fall into is the silo. COMMUNIČATOR Without good communication skills, you'll you end up doing Rallies internal excitement and adoption great work that nobody will around optimization. Sets expectations see or understand." and can clearly communicate results. "I've proposed tests which seemed so counterintuitive "A growth marketer understands to other stakeholders they VISIONARY PERSUASIVE how design, development, and would've never seen the light of day without a confident, strategy play into the success of Thinks deeply about impacting the big picture strategy. Exudes confidence, influence, and credibility. 'trust me. I've done this before, and I know it seems crazy, digital or traditional products." but it's the right thing to test." "We need to embrace what EMPATHETIC end users want, not what we want as the marketer." Thinks about users first and listens to them. "Growth marketers must be very comfortable with not being FEARLESS • comfortable at all. The worst "It's helpful to be good at linking ANALYTICAL phrase for a growth marketer Not afraid to take smart risks lots of disparate data inputs to to say is 'that's the way it's that are in line with company goals. form new hypotheses to test, Asks good questions, especially always been done." and better understand results." around business metrics. "Growth marketers must see METHODICAL growth initiatives as iterative processes that require repeated Systematic in approach and crafts cycles of planning, doing, holistic cross-functional plans. measuring, and improving." "You don't have to be especially TENACIOUS creative with tests or clever with your analysis, just keep asking yourself 'how could this be better?' Driven, determined and does not relinquish a The rest will come naturally." position easily. ..... ...... ..... ............. INTERVIEW QUESTIONS TO HIRE A GROWTH MARKETER GOOD VISIONARY EMPAT НЕТIС COMMUNICATOR Explain something complicated that know you a lot about. Assume you are speaking to What's your favorite product/software in the market today? Why? How would you make it better? What do you do to understand someone else's behavior-anyone from your coworker to your customer? someone who knows about nothing this topic. ANALYTICAL TENACI OUS PERSUASIVE Give me an example of a time where you had to do a deep dive analysis to solve a problem. How do you approach topics that initially confuse you? What is something you believe that few people agree with, and why? METHO DICAL FEARLESS Walk me through a recent troubleshooting exercise that you had to do to figure out the cause behind an operational problem. Tell me about a time you failed, and what you learned from it.