What is Growth Hacking?

Did you know? Polytechnique Montréal has set up the Cleantech Entrepreneurial Path, a program of training and learning activities for entrepreneurs. 

Middle was honored to participate by presenting two marketing workshops. During these two training sessions, we introduced Growth Hacking and demonstrated how it is relevant to use it to reach prospects.

You may not be familiar with this term, but it is a method in which marketing and technology meet. What is Growth Hacking? How do you use it to reach prospects? And most importantly, what are the expected benefits and results? Keep reading to find out!

How to use Growth Hacking?

It is important to understand that Growth Hacking comes in many forms, which are reinvented every day.

As part of the entrepreneurial path of clean technologies where entrepreneurs wanted to join testers to get feedback on their idea or product, here is the method we suggested:

Step One: Target Analysis

This involves collecting information on the profile of who you want to reach, i.e. creating a persona. To do this, start by answering the following questions:

  • How do you reach them? (Linkedin or email or phone)
  • How old are they?
  • What position do they hold?
  • What type of company do they work for?
  • In what industry? 
  • What is the size of their company?
  • Where are they located?

Step two: Appointments

Two methods can be used: the optimized method and the non-optimized method.

Optimized method: creation of a Calendly

Calendly is an automated appointment scheduling software.

The use of a Calendly facilitates the appointment scheduling process since it connects directly with your calendar. 

Non-optimized method: sending messages

An alternative to Calendly would be to send an Invitation via email or Linkedin by offering manual time slots.

Step three: Measuring success (KPI)

Here are the different steps of the consumer’s journey:


TOF: top of funnel (the top of the tunnel)

MOF: middle of funnel

BOF: bottom of funnel

From these steps, we define performance indicators (KPI). Here are some examples:

growth hacking

All these steps will allow you to reach a large number of people quickly without investing too much time, money or effort.

However, if Growth Hacking is still not clear to you, don’t worry! It is part of our services and we can help you integrate it into your business strategy.


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