Explanation of the elements of a successful growth marketing backlog and 2 free templates: Airtable growth backlog & Notion growth backlog
A growth marketing backlog is a prioritised list of marketing ideas, experiments, and tasks aimed at driving growth for your business. The goal is to continuously improve and optimise your marketing efforts based on data-driven decisions.
Here's a step-by-step guide to setting up a growth marketing backlog:
Gather ideas: Brainstorm with your team to generate a list of potential growth marketing ideas and tactics. Encourage creative thinking and ensure that you consider all aspects of the marketing funnel, such as acquisition, activation, retention, and referral.
Categorise ideas: Organise the ideas into categories, such as SEO, content marketing, email marketing, social media, paid advertising, and referral programs. This will help you visualise your backlog and identify any gaps in your strategy.
Prioritise ideas: Assign a priority level to each idea based on factors like potential impact, ease of implementation, and resource requirements. A popular prioritisation framework is the ICE score, which takes into account the Impact, Confidence, and Effort for each idea.
Estimate resources: Estimate the time, budget, and manpower required to execute each idea. This will help you manage resources efficiently and set realistic expectations for your team.
Create a timeline: Develop a timeline for executing your prioritised ideas. Break down tasks into smaller, manageable chunks and assign deadlines to help your team stay on track.
Track progress: Use a project management tool, such as Trello or Asana, to organise your growth marketing backlog and track the progress of each task. Ensure that your team updates the tool regularly to keep everyone on the same page.
Review and analyse results: As you complete tasks, measure the results against your objectives. Analyse the data to determine which ideas were successful and why, as well as areas for improvement.
Iterate and refine: Based on your analysis, refine your backlog by adding new ideas, reprioritizing existing ones, or removing those that didn't produce the desired results. Continuously iterate and optimise your growth marketing efforts to achieve better results over time.
Hold regular backlog meetings: Schedule regular meetings with your team to discuss the backlog, review progress, and address any roadblocks or challenges. This will ensure that your growth marketing efforts remain focused and aligned with your overall objectives.
Ewoud Uphof is an experienced Growth Hacker, certified funnel optimiser and investor.
In the past decade he has co-founded multiple companies. As Head of Growth he has helped grow 50+ companies ranging from start-ups to multinationals. He has worked for Camptoo, NU.nl, Sophia Mae, Koffievoordeel and many more.