“Meet the Team” is a blog series that features the different roles at Antidot/Fluid Topics.
Today, we’re sitting down with Benjamin, Growth Marketer, to discuss his role within our company.
Hi Benjamin, so what does a Growth Marketer do?
A growth marketer is someone whose main goal is to ensure growth by discovering channels and strategies that will ultimately help increase company revenues. My job involves a lot of experimentation and clever strategies to generate leads.
I’m focused on the entire customer funnel, not just awareness and acquisition as you would see in traditional marketing. In our industry, the buying cycle is much longer than in e-commerce for example so it’s even more important to be present in each stage of the funnel so that our audience stays engaged for as long as possible.
My role is to first, identify a target audience and its maturity level. I analyze what specific content that audience likes and where it consumes that content. I then devise strategies to get the leads from that audience through the funnel by giving them access to content that will speak to them.
Here are a few of the strategies that I use for our B2B SaaS technology:
- A/B testing: For example, on LinkedIn, we often deploy either an “A” and a “B” test on an ad to understand which variation of our content does a better job of engaging our audience and increasing our conversion rate.
- Personalized email marketing: We focus on sending emails that are more customized and personalized for a specific audience.
- Organic and paid social: these strategies are a must-have as they enable us to boost our visibility online.
Growth marketing is also really about using metrics-based data to detect patterns that can help us transform a lead into a customer. As a result, I spend a lot of my time analyzing key performance indicators to optimize these strategies.
A growth marketer works with different tools. I mainly use Salesforce’s B2B automation tool Pardot and create my reports with Excel. I also use Google Analytics for website metrics.
What and where did you study? How did you end up working at Antidot?
I graduated from Neoma Business School in Reims, with a master’s degree in Marketing and Communication. During my studies, I had the opportunity to work at Le Parisien, a french newspaper, as a Digital Business Developer. This was actually my first experience working in digital marketing. I then interned at Canal+, a French premium television channel, for 7 months, as a digital marketing assistant.
My first job was at LinkedIn as a Key Account Manager for Marketing Solutions. After 2.5 years, I moved on to work at Groupe Partenaire, a digital advertising agency.
I joined Antidot in July 2021 as a full-time Growth Marketer.
What do you enjoy the most in your typical day-to-day life?
There are 3 things that I particularly enjoy in my day-to-day job:
- I get immediate and instant results from the campaigns I run. For example, I see, in real-time, if an ad has been clicked on or viewed. I see the ratio evolve and can easily understand whether the strategy I’ve opted for is efficient or not.
- Building automation workflows. Workflows are sets of actions that our marketing automation tool, Pardot, will make, based on some trigger. A trigger could be criteria based on data, prospect activity, or a time-based trigger. Workflows can save you a lot of time!
- Collaborating with different stakeholders. For example, we’ve recently worked on imagining an Account-Based Marketing campaign for a specific company. It involves a sales representative, our VP marketing, our product marketing manager, and our graphic designer.
Growth hacking is a team sport, who do you work with on a daily basis?
I mainly work with Géraldine, our marketing VP who oversees our whole marketing strategy as well as Anne-Sophie, who’s in charge of product marketing and content activities. We collaborate on LinkedIn Ads, Google Ads, email sequences and social media.
Quite regularly, I’ll join forces with Arnaud, our graphic designer. His role is to optimize our website and create visuals and videos for us to use in our campaigns.
Most recently, I’ve started working more and more with the sales team.
Any advice for people considering going into growth hacking?
You need to be autonomous, curious and organized. You also need to be willing to learn on your own.
A growth marketer likes to test and fail! He’s not afraid to try new things! I often test new tools or new strategies. I’d say you should start running actual experiments as soon as possible.
But my most important tip would be to create a solid reporting template right from the start. This will save you so much time!
What do you do in your spare time?
These days, I spend as much time as possible with my son.
Whenever I can, I play tennis with my friends, or I try to catch up on sleep 😉 .
My favorite question, can you tell us something unique about yourself?
I can watch any sport on TV! I even enjoy watching pool and can’t wait for the French Olympics Game.