Growth marketing is a data-driven approach to marketing that focuses on the entire customer funnel, from acquisition to retention and referral. Unlike traditional marketing, which often concentrates on brand awareness and top-of-funnel activities, growth marketing emphasizes rapid experimentation, measurable results, and sustainable business growth across all stages of the customer journey.

Traditional marketing typically focuses on brand building and awareness through channels like TV, radio, and print advertising. Growth marketing, on the other hand, is performance-driven and relies heavily on digital channels, A/B testing, and data analysis. Growth marketers prioritize measurable outcomes, quick iterations, and scalable tactics that directly impact business metrics like customer acquisition cost (CAC) and lifetime value (LTV).

A growth marketing funnel typically consists of five stages: Awareness, Acquisition, Activation, Retention, and Referral (often called the AARRR framework). Start by mapping your customer journey, identifying key actions at each stage, and setting up tracking for relevant metrics. Focus on removing friction and optimizing conversion rates between each stage while continuously testing new approaches.

There's no universal "best" channel – it depends on your target audience, product, and budget. Common high-performing channels include content marketing, paid social media, search engine optimization, email marketing, and referral programs. The key is to test multiple channels, measure their effectiveness using metrics like CAC and conversion rates, then double down on what works best for your specific business.

Your advertising spend should be based on your unit economics and growth goals. A general rule is that your CAC should be no more than one-third of your customer's LTV. Start with a small budget to test and optimize your campaigns, then scale spending on channels that demonstrate profitable returns. Many successful companies allocate 10-30% of their revenue to marketing, but this varies significantly by industry and growth stage.

Conversion rate optimization (CRO) involves systematic testing of different elements on your website or app. Start by analyzing your current funnel to identify the biggest drop-off points. Then run A/B tests on elements like headlines, call-to-action buttons, forms, page layouts, and copy. Focus on one element at a time, ensure statistical significance, and always test with your actual target audience.

No problem. We can either refer you to the marketing specialist you may need, or we can scope additional work under a separate proposal, whether that’s strategic advising, hands-on execution, or building out your team. 

Unlike traditional consultants who provide recommendations and leave, a Fractional Head of Marketing becomes an integral part of your leadership team. We take ownership of marketing results, manage day-to-day activities, and provide ongoing strategic guidance with hands-on execution.

We work collaboratively with your current staff, providing leadership and mentoring while respecting existing relationships. Our goal is to elevate your team's capabilities and fill strategic gaps, not replace valuable team members.

Our engagement model is flexible. We can adjust hours monthly based on your needs, with additional hours billed at our standard rate. We'll always discuss resource needs proactively during our regular check-ins.

While Funda Marketing's Fractional services offers varying engagement models, we are ultimately a bridge while searching for the right full-time marketing leader. After the engagement outlined in our proposal, we can continue to offer Fractional services on an ongoing basis for a set number of hours per week, but we are not available to continue as a full-time employee. However, we're happy to assist with the hiring process of your full-time leader and transition planning when you're ready.

Success metrics are customized to your business goals but typically include lead generation improvements, conversion rate optimization, customer acquisition cost reduction, and overall marketing ROI enhancement. We establish clear KPIs up front and report on them regularly.

We typically begin new engagements within 1-2 weeks of contract signing, depending on our current capacity and your urgency. Our onboarding process ensures we're adding value from day one. It's important to note that higher engagement models, requiring more hours per week, may have longer lead times to ensure we have the capacity.

Yes, we frequently manage and optimize existing agency relationships. We'll evaluate current partnerships and recommend improvements, whether that's better utilization of current vendors or transitioning to more suitable partners.

While we bring broad marketing expertise, we invest time upfront to deeply understand your industry, competitors, and unique challenges. Our strategic frameworks adapt to any industry, and we leverage our network of specialists when needed. However, you know your industry best so we do our best work when we are collaborative with you and your existing team.