Rise of the Growth Hacker

By Seshachari, May 19, 2017

chari blog

“Growth hacker is a person whose true north is growth” – Sean Ellis.

A hybrid of marketer and coder, a growth hacker looks at the traditional question of ‘How do I get customers for my product?’ and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph!

Growth hackers have redesigned the business as we see it, and have offered quantum leaps forward in strategy and business success.  If you’re still dubious, look at the success stories of Airbnb valued at more than $25B, Uber – $68B, Twitter – $22B, Palantir – $18B, Pinterest – $11B, Drop box – $6B, Lyft – $5B, Square – $5B, Slack – $4B, Lending club – $4B, etc., – A  new generation of multibillion dollar brands built without spending any time on “traditional marketing.” No press releases, no PR firms, and no billboards in Times Square. It wasn’t luck that took them from tiny startups to millions of users and massive valuations – They had a new strategy – Growth Hacking. And clearly, it works.

Who is a growth hacker? – A critical thinker, who thinks about user retention even before the product is fit for the market. They are specialists, the sharpshooters – they have a clear idea, can target a single objective and push that precious growth needle.

Growth is a mindset. Therefore, growth hackers see the world in a different way, find innovative ways to accelerate adoption, usage, user retention and revenue growth.

Growth hackers know one thing: growth first, budget second. They will keep turning every stone until they fish out the golden nugget of company success, tapping new promotion avenues, and every other action that can propel company growth  – Absolutely results oriented!

They are driven by passion for innovation, deeply committed to the mission, have the CAN MIND-SET, apply analytical thinking, product engineering, creativity, take risks by trying out what seems to be right to substantially increase growth and revenue core metric(s) -$$.

They conduct a plethora of rapid experimentation across channels and product development to spot the most cost-effective and efficient ways to grow a business. They get motivated by data insights, use tools, content, hypotheses and social media, run experiments and testing, to deliver growth. If a startup is pre-product/market fit, growth hackers can make sure virality is embedded at the core of a product.

It’s all data, creativity, and curiosity that allows a growth hacker to accomplish the feet of growing a user base into the millions!

The metrics they Focus: – User persona to TOFU, Conversion rate, New leads per month, Revenue churn, Client churn, Compound Revenue Growth Rate, CAC – Customer Acquisition Cost, LTV – Life Time Value of a user/customer, Payback Period, number of Engaged Users, Cost Per Click, landing page conversion rate, New User Acquisition, Activation, AU Ratios (DAU, WAU, MAUs),  Customer Success (Guide stats), Channel Performance, Profitability- RPU, CAC, CLTV, MRR, ACV.

Tools Used:-  Content marketing automation – Zapier,  finding email addresses – Email Hunter, competitor’s emails, newsletters and analytics – Mailytics, Speed up the deployment process – Shippable, social media automation – Dlvr.it, Interactions – LinkedIn Pulse, PR pitches – Hey press, Set up a banner – Start a Fire, Insights about ads and trends – Keyword Spy, Keyword competition analysis and suggestions – Spy Fu

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Results-driven business leader with 25 years of deep experience focused on Revenue and Profitability - P/L management, sales, presales, demand generation, lateral growth transformational programs, global delivery, quality assurance, optimization of the overall customer satisfaction score -CSAT Currently responsible for India Business Unit (IBU), develop a business plan that anticipates changes, opportunities, and ensures profitability, strengthen alliances and build & drive teams with key business partners and customers to ensure all planned targets are achieved. Presales -Leadership at Bids & Proposal effectiveness, Crafting winning strategy to win New deals and sustaining existing customers and improve overall pre-sales effectiveness of the organization. Have led & setup global delivery engine, managing large team setups, client delight focus across all our operating geographies- leading the operational turnaround of the company by working on cost optimization & sustainable Delivery Platform in Products and Services business. Non-linear growth - Have led the organization in the area of Product engineering using BPM, SOA, and ESB by driving the roadmap for the next generation of IP led solution accelerators and differentiators to the organization. Have led QA/MR Defined, implemented, managed and achieved CMMI L5 1.3 Version process certification by partnering with KPMG. Provides leadership to the KM teams that have created key enablers, productivity accelerators and differentiators to the organization. Prior to BCT, Chari has worked at Tech Mahindra, Xoriant, 3i infotech, & TVS Group.

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