How do you know you’re on the best path to growing your app? Michelle Murcia, the Head of Growth at Storybeat (a comprehensive image-editing app for social content), unpacks this question for mobile marketers. Michelle discusses the stages, frameworks, and methodologies that she considers essential for driving growth and revenue on mobile.

Questions Michelle answered in this episode:

• Can you tell us about your role as Head of Growth at Storybeat? And what does your typical day look like?
• How do you find your target app users (content creators and businesses)?
• What’s your approach to managing the lifecycle of each user and identifying growth opportunities?
• What is your North Star metric?
• What skills do you think are crucial for working in mobile marketing today?
• What trends do you see shaping the future of mobile marketing, especially for smaller companies?

Timestamp:

• 1:00 What is Storybeat?
• 1:32 Michelle’s role as Head of Growth
• 3:53 Attracting content creators
• 5:48 Identifying growth opportunities
• 15:00 Defining our North Star
• 17:00 How to become a mobile marketer
• 19:20 Trends in growth marketing strategy
• 23:38 What to do in Barcelona & Colombia

Quotes:

(7:20-7:40) “You need to identify the stage of growth that your company is in before you can start to create the [growth] strategy. In terms of growth, there are normally three different stages: the discovery stage of the startup, the optimization, and when it’s more mature, to scale it.”

(15:19-15:39) “A North Star metric is a metric that needs to meet at least three requirements: The first one is that it needs to help show you the value of your product to the user; second is to, of course, measure the happiness of the user; and third, that it brought revenue.”

Mentioned in this Episode:

• Michelle Murcia’s LinkedIn
• Storybeat