The Growth Folks®
The growth blog
Opinions, case studies and experiment write-ups for people who own a growth number. Practical, sourced and short enough to finish.
Latest articles
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News How to run your noon seller store from Claude with the noon MCP connector
Connect Claude to your noon seller account to check orders, stock and offers, and change prices in plain words. Setup, example prompts, safety limits and caveats. -
Growth strategy MCP for marketplace sellers in the GCC: what to check before you connect AI
What MCP connectors are, what they change for marketplace and store operations, and eight checks to run before connecting any AI tool to a seller account, using noon as the example. -
Growth strategy noon bulk price and stock updates: four ways to do it, and when to use each
Change noon prices and stock one SKU at a time, by spreadsheet import, through the partner API or by asking Claude. What each method suits, with noon's own rules. -
Growth strategy The noon partner API explained for sellers who don't write code
What noon's official partner API covers for orders, stock, prices, offers and content, how projects, API users, keys and OAuth work, and how to use it without code. -
SEO and content AI-written content: where it helps growth and where it hurts
Google does not ban AI content, but it does act on scaled, low-value pages. Where AI writing helps, where it backfires, and an editorial workflow and checklist to use. -
SEO and content B2B content that creates pipeline
Most B2B blogs chase traffic that never buys. Here is how to pick bottom-of-funnel topics, build content with sales and prove pipeline with self-reported attribution. -
Analytics and tracking GA4 setup mistakes that break your reports, and how to fix each one
Nine common GA4 configuration mistakes, from data retention and internal traffic to payment gateway referrals and AI assistant traffic, checked against Google's docs. -
Retention and monetisation Gmail, Yahoo and Outlook.com sender requirements: the 2026 checklist
SPF, DKIM, DMARC, alignment, one-click unsubscribe and spam-rate limits for Gmail, Yahoo and Outlook.com, checked against each provider's own pages, with a checklist. -
Growth strategy Growth marketing vs performance marketing: what differs and who to hire first
Performance marketing buys customers through paid media. Growth marketing works the whole funnel, product included. Here is how they differ and which to hire for at each stage. -
SEO and content How ChatGPT, Gemini, Perplexity and Copilot decide which brands to mention
AI assistants name brands from what they already learned and what they retrieve live. How each one sources its answers, and how to track your mentions without fooling yourself. -
Growth strategy How to choose your first growth channel (and ignore the rest)
Spreading a small budget across six channels teaches you nothing. Score channels on fit with your price, buyer and search demand, run one six-week test, and decide with set rules. -
Acquisition How to measure creator marketing: codes, partnership ads, holdouts and disclosure
Discount codes undercount and overcount at the same time. A practical system for measuring creator marketing by incremental customers, plus the disclosure rules in India, the US and the UK. -
Experiments How to run a growth experimentation programme with a team of one to three
A practical operating system for small growth teams: one backlog, simple scoring, a weekly rhythm, realistic traffic maths and a test log you will actually keep. -
Experiments Incrementality testing: how to design, size and read a lift test
Geo holdouts, platform conversion lift, ghost ads and matched markets: how each works, how to size one, how to read the result and the mistakes to avoid. -
News Introducing the blog and events at The Growth Folks®
Why we added a blog and events to the free tools, tactics and course: what each one is for, what to expect and how to take part. -
Acquisition LinkedIn for B2B: company page, people's posts, ads or Thought Leader Ads?
Company page, founder and employee posts, LinkedIn ads and Thought Leader Ads do different jobs. What LinkedIn says about its feed, and which to use at each stage. -
Acquisition Making LinkedIn ads pay back: the B2B maths, formats and measurement
LinkedIn clicks are expensive, so the maths has to work before the creative does. A worked payback model, which formats suit which job, and how to measure it properly. -
Analytics and tracking Marketing attribution models explained: which one to trust for which decision
Last-click, data-driven, platform-reported, self-reported, MMM and incrementality tests each answer a different question. Here is which to trust, and when. -
Analytics and tracking Marketing mix modelling on a small budget: when it works and when it doesn't
Free tools like Google Meridian and Meta Robyn make MMM look easy. Here is what data they really need, and what smaller advertisers should do instead. -
Acquisition Meta Advantage+ in practice: what to automate and what to keep control of
Advantage+ now runs sales, app and leads campaigns by default. What to hand to Meta's automation, the four things to keep, and how to read results without fooling yourself. -
Acquisition Performance Max without the black box: the controls and reports worth using
Performance Max now has search terms, channel reports, negatives and brand exclusions. How to set up asset groups, feeds and signals, and when Search should run alongside. -
Retention and monetisation Pricing AI products: seats, usage, credits or outcomes
AI features carry a real cost every time someone uses them. How to choose between seats, usage, credits and outcome pricing, protect gross margin, and test changes safely. -
Growth strategy Product-led vs sales-led growth: how to choose, and when to run both
Choose your go-to-market by price point, buyer complexity and time-to-value. How hybrid models with PQLs work, with sourced examples, and the signs you picked wrong. -
Retention and monetisation Retention is the cheapest growth channel: the maths, the leaks, what to fix first
A small cut in churn raises LTV, shortens cohort payback and lifts the ceiling on your customer base. Worked maths, a way to find the leak, and what to fix first. -
Analytics and tracking Server-side tagging: when you need it and when you don't
Server-side GTM, Meta Conversions API and Google enhanced conversions explained: what each fixes, what consent rules still apply, what it costs, and a checklist. -
Case studies What Canva, Notion, Figma, Calendly and Loom's growth loops have in common
Five product-led companies, one pattern: the product's output travels to non-users. What their published numbers show, and which loop to copy for your product. -
Case studies What India's D2C brands learned about profitable growth
Rising Meta costs, COD returns, quick commerce and offline retail rewrote the Indian D2C playbook. What the filings and reports show, and what to copy. -
Growth strategy Which growth marketing jobs to hand to AI agents in 2026, and which to keep
A risk-rated guide to delegating research, reporting, QA, creative variants and lifecycle copy to AI agents, plus the guardrails and disclosure rules to follow. -
Experiments Why A/B test winners fade after launch, and how to stop it happening
Most A/B test wins shrink once shipped. The seven usual reasons, from peeking to the winner's curse, and the guardrail that stops each one.
New articles, once a week
The newest article, one practical growth tactic and any new free tools. No fluff.