增长黑客 ( Growth Hacker ) 的概念由"增长之父" Sean Ellis 最早提出。在其创办的 www.GrowthHacker.com 论坛中聚集了超过 20 万来自全球各地的增长黑客和市场专家。
上个月我在 GrowthHacker.com 上回答了一篇关于邮件和社交媒体的问题，引出了对营销自动化的一些思考，并有幸获得了一张价值 1,200 美金的 2018 GrowthHackers Conference 增长黑客大会门票。
Sagrika Paliwal
题主 Sagrika Paliwal 问了一个关于 Email Marketing V/s Social Media 的问题，在GrowthHacker上获得 6.5k 的阅读，问题是这样的：
It is quite confusing these days that which platform can perform better regarding marketing.I would like to know the reviews of these two, what could be better option for marketers?
Marshall
下面是我的回答
Good question!
I agree with @seankirby ,"They both play an important part within a marketing strategy". For B2B companies , like @devcabin and Elliot Ross said"Email Marketing Crushes Social Media Marketing for B2B"
Check out marketing automation(sales) funnel here:
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In our marketing strategy, social media plays an irreplaceable role for acquiring potential customers. People could easily get and share posts on social media (wechat , weibo etc.). Once your posts attract them, they would follow your social media official account. Bingo! Those potential customers are in your marketing automation(sales) funnel.
Imaging each customer has a score. 0 means they don't even know your brand. 100 means they have purchased.
People who has followed your social media account has a score 10. At this stage, you don't have their contact information.So your work is to get their information by inviting them to join your events / downloading guides / subscribing email.
People who has submitting their information has a score 20. At this stage, your email marketing strategy works. Your may send new product / case study / download guide / promotion / conference invitation to your subscribers. And they get more scores by open mails , click links , download guides. It's a long long customer training journey. Your potential customers starting accept your opinion. You may also set some milestones at this stage. Inviting your subscribers into online/offline sales-oriented meeting , demo or trail. Those attendees show a rigid demand. They got score 70 and let your sales follow-up.
From the marketing automation(sales) funnel above , social media plays 10-15 scores and email marketing plays 50-55.
They plays different roles at different stages.
因为正巧赶上#GHCONF18 的每周高质量回答送票活动，这一篇回答为我赢得了价值 1200 美金的门票大奖。
Every Sunday, our(GrowthHack) team will randomly pick from the pool of qualifying comments from the past week and announce the winner in the Top Posts Email.
11月28日 GrowthHack.com 发送给所有注册用户的每周邮件中通知我获得 2018 GrowthHackers Conference Weekly Giveaway Winner 的门票，然而......我并没有看到啊。直到12月12日Anuj (Director of Engagement and Analytics ,GrowthHack) 联系我才发现。
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明年的会议将于 2018 年 2 月 6 日在 San Diego 举行，诸如Slack / Spotify / Pinterest / Dropbox / Microsoft 等公司的增长团队负责人都将在会上做分享。
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往届演讲嘉宾还有 Adobe / Uber / Facebook / Instagram / HubSpot / IBM / Mozilla / Airbnb 的增长负责人。
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顺便说一下 GrowthHackers Conference 是 GrowthHack.com 主办的增长黑客大会，国内与之类似的是 @GrowingIO 增长大会，如果你无法参加GrowthHackers Conference，那么国内的增长大会也绝对是不二的选择。
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增长黑客大会去年的开场嘉宾是Sean Ellis，曾在 GrowthHackers Conference 上做过分享的 Aatif Awan (VP , Growth & International Products at LinkedIn ) 是今年增长大会的开场嘉宾。
今年我也特别荣幸的参加了增长大会，并代表公司领了个奖。
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Kickstart your growth in 2018.
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