Investable growth marketing frameworks

Investable Growth Marketing Frameworks We Accelerate Growth
Growth is at the core of everything we do.
We are inspired by our clients ambition.
Driven by performance.
We
Accelerate
Growth Nuno Santos
Managing Director
I work with large global brands and scale-up
ready ventures, helping them grow faster and
with better returns to founders and investors.
Growth Marketer
Early Stage Investor
www.linkedin.com/in/nunosantos
1

Investable Growth Marketing
Frameworks
We Accelerate Growth

Why
Growth?
Investable Growth Marketing Frameworks We Accelerate Growth 3

To be successful and remain in business, both
profitability and growth are important and
necessary for a company to survive and remain
attractive to investors and analysts. Profitability
is, of course, critical to a company's existence,
but growth is crucial to long-term survival.
The desire for growth is what drives
innovation, expressed in new products
and services, developing new businesses
Innovation
New products and services, or new
efficiencies, help maintain existing
clients and attract new ones,
New Clients
Monetising the innovation through new
products and services, comes new forms
of building and extracting value
New business avenues
New business avenues and new clients,
build scale and mass, which leads to
better absorption of costs
Better efficiencies
Growth is
Survival

Why
Investment?

Money is becoming more commoditised - for
investable ventures - and other aspects start to
be more relevant. We are seeing reverse
diligence happening occasionally in
investments.
Benefit from the past experience of VCs
with other similar companies.
Experience
Access the network of the VCs to drive
sales, or other networked efficiencies.
Connections
Have the hard cash that will allow you to
growth faster and better, creating a better
outcome for your economics.
Money
Benefit from the reputation of the
investors to drive benefits (particularly
relevant on B2B).
Reputation
More than
Money

Why would you invest in
your business?

Think like an
Investor

Do you have a management team that can deliver?
Experienced founders have no problem in finding investors or resources.
They have a “capital of trust” relying in the previous results. Do you have
a team like that? If not how can you relate your experience with a
likelihood to succeed?
Do you have solid Growth Economics?
Can you demonstrate clearly why and how an investment will lead to
accelerated growth of the business, delivering on multiples for that
investment?

Can you demonstrate clearly why and how an
investment will lead to accelerated growth of the
business, delivering on multiples for that investment?
Solid
Growth
Economics The market you are focusing on is big enough to
be attractive for growth, and when explored has
the ability to deliver the investment multiples.
Market Size
You have a number of customers who are
craving for your products and services, and are
willing to pay a premium for them.
Product / Market Fit
You have, or have devised, a growth engine that
will scale up the company at a faster pace than
your costs. So, your client acquisition becomes
more efficient as you grow.
Growth Engine
You have solid calculations and demonstrations
on your unit economics behaviours and are able
to adjust them to different scenarios.
Unit Economics

Make sure all costs are accounted for and
your estimations are based on solid market
data.
Make sure your profit per unit includes cost of
sales and servicing. INO Example.
An emphasis on
unit economics

A choice between three positive revenue scenarios. Sales can
be bought. Doesn’t tell the whole story as it fails to tell the
story of value creation.
Growth
Scenarios

Tells a better (more credible) story by focusing on value
creation through time. This is more important for founders and
owners as it drives valuation.
Growth
Scenarios
A choice between three positive revenue scenarios. Sales can
be bought. Doesn’t tell the whole story as it fails to tell the
story of value creation.

Are you able to demonstrate your sales are
scalable and have a clear route to positive
unit economics?
In a sentence

Are you able to demonstrate your sales are
scalable and have a clear route to positive
unit economics?
In a sentence
What is your
Growth Engine?

It all starts
with love
1.
16

Customer
Success
Customer
Marketing
Customer
Insights
Ensure you are delivering value to the
customers that bought from you, and
that the value exchange is successful for
you and your customer
Keep customers engaged and
transform them into your best
advocates, buying more, and getting
more like them
The only reliable source of information about
your customers and market are…. Your
customers. Generate personas based on real
customers rather than potential markets
17
1 2 3
Focus on your
customers first

Quality over
Quantity on the top
2.
18

By understanding who your best customers are, you
can use that insight to attract more of them.
It’s important to avoid the bad habit of quantity over
quality. This practice creates leads that increase the
cost of sales, rather than conversion opportunities,
therefore hindering unit economics of your company
and jeopardising growth.
Quality over
Quantity on the top
(Real) Customer Personas
Customer Data

Quality over
Quantity on the top
(Real) Customer Personas
Customer Data
Actionable
Customer
insights
By understanding who your best customers are, you
can use that insight to attract more of them.
It’s important to avoid the bad habit of quantity over
quality. This practice creates leads that increase the
cost of sales, rather than conversion opportunities,
therefore hindering unit economics of your company
and jeopardising growth.

Implement a
Solid Nurture Programme
3.
21

The follow-up process once a lead has been
acquired is often not seen as a priority.
Lead nurturing delivers the right information
and answers to leads according to their
stage of the buyer journey, ensuring they are
a good fit for your product/ service.
This significantly increases the chance of
customer conversion and reduces the cost
of acquisition, therefore having a positive
effect on your unit economics.
22
Implement a
Solid Nurture Programme
(Real Example)

Wrap-up

The Growth Engine should work in a virtuous cycle
where each of the stages is improved by information
and insight from the following stage.
This Growth Engine needs to be supported by the right
tools and marketing tech stacks, but that’s a whole
session in itself…
As you progress to scale, you will be in a better position
if you are able to demonstrate the flow working.
Wrap-up

(Illustrative)
Wrap-up

It’s a journey
that never ends

Investable growth marketing frameworks

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