emlyon business school is launching a new training in growth hacking, which will allow you to acquire all the skills and methods necessary to know how to generate growth within a company or develop your activity. It is aimed at both operational profiles and supervisors. Marketing or commerce professionals will thus be able to develop their skills, learn to use new techniques and tools to integrate this new work culture linked to performance.
As for managers, the program will enable them to better identify the profiles of growth hackers or marketers to recruit within their teams. † Am I creating a growth team? Do I put a growth hacker at the service of my company in sales, marketing, tech… You have to understand these new professions to know who to hire and where to position them, it is also a management issue. “, explains Sébastien Elion, educational manager of professional training and performance marketing for 15 years.
A culture of experimentation at the service of growth
Faced with the explosion of digital and the digital transformation of businesses, growth has become the focus of all concerns. Where profitability used to be an important indicator, companies now focus on their revenue and the speed with which they manage to grow in their market. This paradigm shift, brought about by the culture of startups, is leading companies to put data at the heart of their decisions. † It allows them to gain efficiency, give more meaning and autonomy to the teams, who are more motivated and efficient in their projects. †
If the term has been overused in recent years, growth hacking is defined as ” a practice of applying various tactics and techniques with the aim of improving performance ratios, to quickly and significantly accelerate the growth of a company “says Sebastien Elion. Above all, it represents a state of mind, close to agile marketing, while integrating a culture of experimentation. In particular, a growth hacker will make it possible to enrich the leads so that the salespeople are more efficient, but also to automate their processes in order to relieve certain tasks so that they can focus on more qualitative missions. The jobs of growth hacker and growth maker are the two most sought after positions of recruiters in marketing, according to the study “The Future of Jobs Report” published in 2020 by the World Economic Forum.
Diverse missions and a role at the crossroads of digital professions
To structure the evolution of their growth, companies can count on the growth hacker or growth marketer, who will install a set of methods and tools in the long term to enable them to better achieve their objectives. † The growth hacker is often a single person in charge of this practice in a company. A growth marketer is a manager whose role is to guide growth hackers and set up a structured organization. He can create a business unit focused on growth (growth team) or integrate profiles within the marketing or sales teams. A rich profession with multiple facets and skills, the growth hacker exploits psychological marketing, analyzing and measuring data. He should also be able to use technology and web analytics tools to collaborate with the various strategic departments of the company.
Unlike digital marketing professionals, who are upstream from the reflection and development of the company’s message to attract new customers, the growth hacker’s missions span a broader spectrum. † It will act on the customer’s life cycle. He looks for prospects and supports the teams to convert, work on loyalty, set up virality on the products… He has a much bigger overview than the scope associated with digital marketing. To do this, growth hacking specialists work experimentally, using sprints of 2 to 4 weeks, a period in which they test and measure their actions. † At the end of each sprint, they will analyze what happened, understand what went wrong. Then they move on to another 2 week loop, either to continue improving their experiments or by moving on to another project related to the customer’s purchase cycle. †
Train to become a growth hacker or growth marketer
To be able to practice this discipline at the intersection of marketing, commerce and tech, it is necessary to know how to make good use of data, they form the central axis around this profession. † It is essential to master web analytics tools such as Google Analytics, to be able to implement solutions such as Google Tag Manager to facilitate the integration of other tools, to scrape data with software such as PhantomBuster, or to automate certain tasks that allow to make productivity gains, for example with Zapier. In addition to the other required qualities, the growth hacker or growth marketer must also be able to understand the needs of their end customers or those of internal departments, discuss them with them and provide them with concrete solutions to solve their performance-related problems.
The short training delivered 100% online by emlyon business school will teach you how to use the tools and techniques of growth hacking, through conferences and group or individual workshops. Next session: November 3 to December 8, 2021 (12 hours spread over 6 weeks).
Sign up for the growth hacking training