Developing a growth marketing approach to B2B customer retention: Case Algeria

Abstract

Today, a new approach is emerging in the field of marketing and business growth: 'Growth Hacking'. This concept, popularised by innovative start-ups, involves applying agile and creative methods to stimulate growth and maximise results, particularly in terms of customer acquisition and retention. However, despite the abundance of resources and information on growth hacking, few studies have looked specifically at its application in the B2B context, and more specifically at how growth hacking can be used to retain customers, using the five phases of the customer lifecycle. This study aims to understand how companies can put growth hacking into practice, by identifying the specific strategies used. Until now, research has focused mainly on the technical aspects of business, leaving aside the necessary promotional strategies and their strategic exploitation. This qualitative study adopts an approach with a constructivist epistemological posture, collecting data through semi-structured interviews with 5 growth hacking experts, based on the analysis of multiple case studies to explore growth hacking strategies. It sheds light on the importance of these strategies and the mechanisms used to highlight the value of companies. The research findings enabled us to understand growth hacking, identify various growth hacking strategies and develop a growth hacking strategy for customer retention in B2B.