Spend an hour on Growth Hackers and you’ll find lots and lots of comments, tactics, and studies about companies that grow. Take HubSpot, for example:
“HubSpot uses webinars to educate users, generate buzz, and attract thousands of new website visitors — a number of whom will eventually become customers.” [Source]
Webinars worked for HubSpot, so they should work for you too, right? Webinars work.
It’s easy to draw ideas from a bucket of things that other companies did. Unfortunately for you, other companies are not your company. Their teams made decisions in the context of their company and not yours. You’ll quickly understand this as you watch your exact reproductions return mediocre results.
Growth doesn’t come from reproducing the experiments of successful companies, it comes from understanding relationships.
In my experience, my most impactful learnings emerged from testing the relationships between a segment, an action, and a theme. Those learnings turned into bets the larger business could run with. Once you begin to frame questions in this context, every experiment you run and all research you conduct will have targeted business impact.