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Devenir Growth Marketer ? Tendances, Qualit\u00e9s, Besoins, Formations, Salaire d'une carri\u00e8re en Growth Marketing","_yoast_wpseo_title":"Growth Marketing - R\u00f4le, Comp\u00e9tences, Formations Et Salaire | Le Wagon","contenu_de_larticle":"<div class=\"row\">\r\n<div class=\"col-12 col-lg-8 container-content\">\r\n<h2>L'objectif du Growth Marketing : booster la croissance<\/h2>\r\nLe concept de Growth Hacking est apparu aux Etats-Unis en 2010, et c\u2019est \u00e0 <a href=\"https:\/\/www.linkedin.com\/in\/seanellis\/\" target=\"_blank\" rel=\"nofollow noopener\">Sean Ellis<\/a> que l\u2019on doit la cr\u00e9ation et la d\u00e9mocratisation du terme.\r\n\r\nSi l\u2019on traduit litt\u00e9ralement le terme Growth Hacking en fran\u00e7ais, cela consiste \u00e0 \u201cpirater la croissance\u201d. Plut\u00f4t que de parler de piratage en tant que tel, on peut voir le Growth Hacking comme un ensemble de techniques marketing ayant pour objectif de <strong>booster la croissance<\/strong> d\u2019une startup de mani\u00e8re significative.\r\n\r\n\u00c0 la fois marketer et d\u00e9veloppeur, le Growth est un profil polyvalent et parfois un peu complexe.\r\n<h2>Qu\u2019est-ce que le Growth Hacking ou le Growth Marketing ?<\/h2>\r\n<h3>De l\u2019acquisition \u00e0 la croissance, la nouvelle voie du marketing<\/h3>\r\nCes derni\u00e8res ann\u00e9es, le r\u00f4le de Growth Marketer a contribu\u00e9 \u00e0 red\u00e9finir les missions classiques du marketing.\r\n\r\nDans la vision traditionnelle du marketing, le marketer s\u2019occupait essentiellement de l\u2019acquisition de prospects. Avec le Growth Marketing, sa mission s\u2019\u00e9tend \u00e0 l\u2019ensemble du <strong>parcours d\u2019achat<\/strong>. Le but n\u2019est plus seulement d\u2019attirer des clients, mais de g\u00e9n\u00e9rer un maximum de croissance en optimisant chaque \u00e9tape du parcours.\r\n\r\nLe growth est tout simplement une nouvelle fa\u00e7on d\u2019envisager le marketing, li\u00e9e \u00e0 l\u2019essor du web et du marketing digital, et appuy\u00e9e sur l\u2019analyse de donn\u00e9es et l\u2019utilisation de nouvelles techniques.\r\n\r\nEn effet, le Growth Hacking a vu le jour dans les entreprises de la tech. \u00c0 l\u2019origine, ce sont des startups qui disposaient de ressources marketing limit\u00e9es qui ont forg\u00e9 le concept de growth.\r\n\r\nEn effet, avec des \u00e9quipes et des ressources limit\u00e9es, c\u2019est la <strong>cr\u00e9ativit\u00e9<\/strong> qui a prim\u00e9 en marketing. C\u2019est pour cela qu\u2019on parle de \"hacking\" (d\u00e9tournement) de la croissance. La recherche du coup marketing gagnant, le \u201chack\u201d, a permis \u00e0 des entreprises comme Hotmail de booster leur croissance.\r\n\r\nEn r\u00e9sum\u00e9, le Growth Marketing se caract\u00e9rise par une recherche effr\u00e9n\u00e9e de la croissance, pour laquelle il faut faire preuve de cr\u00e9ativit\u00e9. Le Growth Marketing invite \u00e0 sortir des sentiers battus et \u00e0 tenter de nouvelles techniques, en s\u2019appuyant sur la data et la <strong>technologie<\/strong> pour optimiser et r\u00e9pliquer les coups gagnants.\r\n<h3>Growth Marketing ou Growth Hacking : est-ce le m\u00eame m\u00e9tier ?<\/h3>\r\nOn parle souvent indiff\u00e9remment de Growth Hacker ou de Growth Marketer, voire m\u00eame parfois de growth engineer, ou simplement de growth. Il existe pourtant une l\u00e9g\u00e8re nuance entre le Growth Hacking et le Growth Marketing.\r\n\r\nLe terme d\u2019origine, Growth Hacking, est vraiment li\u00e9 \u00e0 l\u2019univers tech et \u00e0 l\u2019\u00e9cosyst\u00e8me startup. Dans cet univers, le hack d\u00e9signe un \u201ccoup\u201d extraordinaire qui va booster imm\u00e9diatement et tr\u00e8s fortement la <strong>croissance<\/strong> de l\u2019entreprise.\r\n\r\nLe premier exemple c\u00e9l\u00e8bre de Growth Hacking est celui de Hotmail : en ajoutant \u00e0 la fin de chaque email la phrase \u201cPS : I love you. Get your free email at Hotmail\u201d, le fournisseur email a g\u00e9n\u00e9r\u00e9 12 millions d\u2019inscrits en un an et demi !\r\n\r\nTant que la pratique \u00e9tait limit\u00e9e aux entreprises de la tech, on parlait plut\u00f4t de \u201cGrowth Hacking\u201d : les Growth Hackers codaient leurs propres <strong>hacks<\/strong>. Mais gr\u00e2ce au succ\u00e8s de certains hacks, la d\u00e9marche s\u2019est d\u00e9mocratis\u00e9e dans les sph\u00e8res marketing, et m\u00eame les entreprises traditionnelles se mettent d\u00e9sormais au Growth Marketing.\r\n\r\nPlus que la qu\u00eate du \"coup\" spectaculaire, le Growth Marketing d\u00e9signe plut\u00f4t un syst\u00e8me marketing compos\u00e9 de tactiques orient\u00e9es vers une croissance forte et rapide. Le Growth Marketing serait donc davantage un webmarketing moderne, fond\u00e9 sur la data, la cr\u00e9ativit\u00e9 et les logiciels d\u2019<strong>automatisation<\/strong>.\r\n\r\nN\u00e9anmoins, l\u2019\u00e9tat d\u2019esprit est le m\u00eame et les deux concepts se rejoignent sur l\u2019essentiel :\r\n<ul>\r\n \t<li>La recherche de croissance sur toutes les \u00e9tapes du tunnel de conversion AARRR (Acquisition, Activation, R\u00e9tention, R\u00e9f\u00e9rence, Revenus),<\/li>\r\n \t<li>Les trois \u201cingr\u00e9dients\u201d du growth : l\u2019analyse des donn\u00e9es et le testing, la cr\u00e9ativit\u00e9 et l\u2019automatisation.<\/li>\r\n<\/ul>\r\n<h2>Quelles sont les missions d'un Growth Hacker ?<\/h2>\r\nLe r\u00f4le du Growth Marketer consiste \u00e0 trouver ou faire na\u00eetre des gisements de valeur tout au long du <strong>parcours client<\/strong>. Ses missions peuvent \u00eatre d\u00e9coup\u00e9es selon les \u00e9tapes du funnel AARRR.\r\n<ul>\r\n \t<li><strong>Acquisition : attirer des visiteurs<\/strong>. La premi\u00e8re \u00e9tape pour le Growth Hacker est d\u2019acqu\u00e9rir du trafic. Pour <strong>g\u00e9n\u00e9rer du trafic<\/strong>, il faut mettre en place une strat\u00e9gie SEO dans un premier temps (le trafic gratuit) puis d\u00e9velopper petit \u00e0 petit une strat\u00e9gie SEA (le trafic payant). Ces strat\u00e9gies sont pilot\u00e9es par des actions marketing telles que le contenu marketing, le social media, les annonces sponsoris\u00e9es, etc. L\u2019id\u00e9e est d\u2019attirer le visiteur vers son produit, site ou application.<\/li>\r\n \t<li><strong>Activation : faire interagir le visiteur<\/strong>. Une fois que les visiteurs sont arriv\u00e9s sur le site, l\u2019application ou le produit, il faut les faire adh\u00e9rer \u00e0 notre produit ou service. Le but de cette \u00e9tape est de faire <strong>convertir ce visiteur en utilisateur<\/strong>. Le Growth Hacker va mettre en place plusieurs solutions pour mesurer ce degr\u00e9 d\u2019activation, comme l\u2019inscription \u00e0 la newsletter, une demande de d\u00e9mo ou encore le t\u00e9l\u00e9chargement d\u2019un contenu. Si le visiteur m\u00e8ne ces actions, il laisse un message clair : je suis int\u00e9ress\u00e9.<\/li>\r\n \t<li><strong>R\u00e9tention : faire revenir le prospect<\/strong>. Cette \u00e9tape vise \u00e0 <strong>fid\u00e9liser ce visiteur<\/strong> int\u00e9ress\u00e9 (qu\u2019on appelle \"prospect\"). L\u2019id\u00e9e est de le faire revenir en lui adressant des messages en dehors du site, de l\u2019application ou du produit. Puisqu\u2019il a laiss\u00e9 des informations volontairement (en t\u00e9l\u00e9chargeant un contenu, demandant une d\u00e9mo ou en s\u2019inscrivant \u00e0 la newsletter), le Growth Hacker peut identifier ce prospect. Mais il peut aussi qualifier son niveau d'int\u00e9r\u00eat ou de maturit\u00e9, et lui adresser une offre ou un message qui le ferait revenir. Cela peut-\u00eatre par le biais d\u2019un email personnalis\u00e9, d\u2019une offre sp\u00e9ciale, etc.<\/li>\r\n \t<li><strong>R\u00e9f\u00e9rence : cr\u00e9er des ambassadeurs<\/strong>. Plut\u00f4t que de chercher \u00e0 augmenter le trafic \u00e0 travers une strat\u00e9gie d\u2019acquisition, cette \u00e9tape se concentre sur la base d\u2019utilisateurs existants. Qui pourrait promouvoir un produit ou service mieux que des utilisateurs conquis ? Le Growth se charge de mettre en place des fonctionnalit\u00e9s comme le parrainage afin de r\u00e9compenser les utilisateurs qui invitent de nouveaux utilisateurs, ou encore des codes promotionnels, des jeux-concours, etc. L\u2019id\u00e9e est de transformer cette base d\u2019utilisateurs en de r\u00e9els <strong>ambassadeurs<\/strong> pour la startup.<\/li>\r\n \t<li><strong>Revenus : maximiser les conversions<\/strong> : Enfin, il faut relier l\u2019utilisateur \u00e0 un chiffre d\u2019affaires. Toutes les \u00e9tapes pr\u00e9c\u00e9dentes vont vers cet ultime objectif : le revenu. En d\u2019autres termes, le Growth Marketing doit faire en sorte, \u00e0 travers toutes ces \u00e9tapes, que l\u2019utilisateur actif (ou qualifi\u00e9) devienne un v\u00e9ritable <strong>client<\/strong>.<\/li>\r\n<\/ul>\r\n<h2>Quelles sont les comp\u00e9tences cl\u00e9s pour devenir Growth Marketer ?<\/h2>\r\nOn entend souvent dire que le Growth Marketing, c\u2019est avant tout un \u00e9tat d\u2019esprit. Ce n\u2019est pas tout \u00e0 fait faux, mais ce m\u00e9tier n\u00e9cessite de r\u00e9elles comp\u00e9tences en Marketing et Tech !\r\n<ul>\r\n \t<li><strong>Marketing :<\/strong> Les comp\u00e9tences en Marketing sont indispensables pour booster la croissance d\u2019une startup. Le Growth Marketer est dot\u00e9 de plusieurs <strong>comp\u00e9tences en marketing digital<\/strong> notamment en SEO, Social Media, Marketing Automation, R\u00e9daction de contenu marketing, email marketing, etc. Ces expertises vont lui permettre d\u2019atteindre son objectif et de gravir les 5 \u00e9tapes essentielles du funnel AARRR que nous avons \u00e9voqu\u00e9es pr\u00e9c\u00e9demment. Ces metrics AARRR sont \u00e9tablies dans un ordre bien sp\u00e9cifique afin de d\u00e9velopper et consolider la croissance d\u2019une startup.<\/li>\r\n \t<li><strong>Tech :<\/strong> Les actions marketing sont indispensables pour acqu\u00e9rir une base d\u2019utilisateurs ou clients, mais le Growth Hacker ne se contente pas d\u2019\u00eatre excellent en marketing digital. Il doit aussi avoir des <strong>comp\u00e9tences techniques<\/strong> afin de d\u00e9velopper des fonctionnalit\u00e9s, des connexions entre les diff\u00e9rents outils, mettre en place des A\/B tests pour optimiser le parcours des utilisateurs. En bref, il doit \u00eatre autonome sur la partie \u201cmise en place\u201d technique afin de trouver des solutions rapidement.<\/li>\r\n \t<li><strong>Analytics :<\/strong> Le Growth est un fin analyste. Il doit \u00eatre capable de <strong>mesurer, analyser et interpr\u00e9ter les donn\u00e9es r\u00e9colt\u00e9es<\/strong> tout au long du funnel marketing AARRR. De l\u2019acquisition \u00e0 la g\u00e9n\u00e9ration de revenus, il doit comprendre ce qui se passe \u00e0 chaque \u00e9tape afin de fluidifier l\u2019ensemble du \u201ctunnel de conversion\u201d. Il travaille dans une logique de \u201ctest and learn\u201d. Les donn\u00e9es vont ainsi lui permettre de d\u00e9terminer les techniques qui fonctionnent afin de les r\u00e9pliquer pour plus de r\u00e9sultats.<\/li>\r\n<\/ul>\r\n<h2>Et pour quel salaire ?<\/h2>\r\nAujourd\u2019hui, le salaire d'un Growth Marketer varient selon la structure dans laquelle il travaille, mais aussi de ses exp\u00e9riences pr\u00e9c\u00e9dentes et de ses comp\u00e9tences. Selon l'\u00e9tude salaire 2020 du cabinet Data Recrutement, en \u00cele-de-France, un Growth Hacker junior gagne en moyenne entre 32-42k annuels. Cette r\u00e9mun\u00e9ration se situe entre 42-70k annuels pour un profil senior. Ces salaires peuvent bien s\u00fbr varier si vous exercez ce m\u00e9tier dans une autre r\u00e9gion fran\u00e7aise ou \u00e0 l'\u00e9tranger. Les startups et les entreprises am\u00e9ricaines ont tendance \u00e0 rechercher ce type de profil, et n\u2019h\u00e9sitent donc pas \u00e0 proposer des salaires comp\u00e9titifs pour attirer les meilleurs profils.\r\n<h2>Comment se former au Growth Marketing ?<\/h2>\r\nVous l\u2019aurez compris en lisant cet article, le Growth Marketeur a un profil compl\u00e8tement hybride, \u00e0 mi-chemin <strong>entre marketing et d\u00e9veloppement<\/strong>.\r\n\r\nChaque startup a sa propre vision du Growth Marketing, certaines veulent un profil plut\u00f4t technique d\u2019autres souhaitent avoir un expert du marketing digital avant tout. Dans tous les cas, il faut avoir une assise marketing solide et un profil orient\u00e9 plut\u00f4t tech et data marketing, c\u2019est-\u00e0-dire \u00eatre capable de lire et analyser les donn\u00e9es pour trouver des opportunit\u00e9s de croissance.\r\n\r\nAujourd'hui, il existe des logiciels pour automatiser le marketing des entreprises, ce qui rend le c\u00f4t\u00e9 technique un peu moins indispensable. N\u00e9anmoins, un Growth Hacker capable de <strong>coder ses propres outils<\/strong> pourra d\u00e9nicher rapidement des opportunit\u00e9s encore inexploit\u00e9es par les autres et permettre \u00e0 son entreprise d'avoir un coup d\u2019avance. Cette capacit\u00e9 est par cons\u00e9quent un atout pour rejoindre une startup en pleine expansion.\r\n\r\nLe Growth Marketer va construire lui-m\u00eame son profil selon ses exp\u00e9riences et ses affinit\u00e9s. Il est souvent issu d\u2019un cursus en marketing digital ou a eu un d\u00e9but de carri\u00e8re dans ce domaine. Si c'est votre cas et que vous souhaitez \u00e9voluer vers un poste de Growth Marketer, la <a href=\"https:\/\/www.lewagon.com\/fr\/web-development-course\">formation D\u00e9veloppement Web<\/a> du Wagon est une tr\u00e8s bonne option. Disponible en 9 semaines (\u00e0 temps plein) ou en 24 semaines (\u00e0 temps partiel), cette formation vous permettra d'acqu\u00e9rir des comp\u00e9tences techniques concr\u00e8tes pour vous \u00e9panouir dans ce r\u00f4le.\r\n\r\nT\u00e9l\u00e9chargez le syllabus de notre <strong>bootcamp D\u00e9veloppement Web<\/strong> ci-dessous pour d\u00e9couvrir le programme en d\u00e9tails et en savoir plus sur nos alumni et notre communaut\u00e9 !\r\n\r\n<\/div>\r\n<\/div>\r\n<div class=\"col-12 col-md-6\">\r\n<h3 class=\"fs-20 mb-24 fw-bold\">Toutes les carri\u00e8res en D\u00e9veloppement Web<\/h3>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-growth-marketing\/\"><span style=\"font-weight: 400;\">Growth Marketer<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-developpeur-back-end\/\"><span style=\"font-weight: 400;\">D\u00e9veloppeur Back End<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-ui-designer\/\"><span style=\"font-weight: 400;\">UI Designer<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-developpeur-front-end\/\"><span style=\"font-weight: 400;\">D\u00e9veloppeur Front End<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-product-manager\/\"><span style=\"font-weight: 400;\">Product Manager<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-ux-designer\/\"><span style=\"font-weight: 400;\">UX Designer<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-product-owner\/\"><span style=\"font-weight: 400;\">Product Owner<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/blog.lewagon.com\/fr\/career\/metiers-tech-developpement-web-developpeur-full-stack\/\"><span style=\"font-weight: 400;\">D\u00e9veloppeur Full Stack<\/span><\/a><\/li>\r\n<\/ul>\r\n<\/div>","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Growth Marketing - R\u00f4le, Comp\u00e9tences, Formations Et Salaire | Le Wagon<\/title>\n<meta name=\"description\" content=\"Comment Devenir Growth Marketer ? 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