CXL Growth Marketing Minidegree: Week 12
I completed CXL Institute’s Growth Marketing Minidegree last week and will conclude the 12-week commitment of weekly posts with a final overview of the entire minidegree.
The minidegree had 33 courses, grouped into 7 modules. The length of each course varied from 20 minutes to 13 hours, each split into shorter topic-specific video lessons. In total, the minidegree had 385 lessons. Some courses had 1-hour lessons, other were split into short 5-minute videos.
My sweet spot was 20 minute video lessons in 1–3 hour courses. I watched on 2x speed, since most of the…
CXL Growth Marketing Minidegree: Week 11
11 weeks after starting, I completed CXL Institute’s Growth Marketing Minidegree. The final section module (management) covered Marketing Strategy and Project Management For Marketers; a final exam tested material from all 33 courses in the minidegree.
Marketing plays an essential role in business. The CMO of ThoughtBot began this course by going over marketing misconceptions: the goal is to trick customers, it’s all advertising, it’s a soft skill, marketing is dead, marketing works in a silo from product/sales/engineering, it’s just managing the website and Twitter account… I wrote about most of these misconceptions in…
CXL Growth Marketing Minidegree: Week 10
During week 10 of CXL Institute’s Growth Marketing Minidegree, I learned about growth program management with courses on Growth Master Training (a workshop), Optimizing Your Growth Process, and Optimizing Your Marketing Tech Stack. This week zoomed back out to the big picture of growth marketing and covered structuring and managing growth teams for scaling organizations, communicating data and results, and learning from experiments.
This course was a live recording of Sean Ellis’ GrowthMasters Workshop. As the CEO of growthhackers.com, Sean Ellis:
“coined the term “Growth Hacking” to describe the sustainable growth approach used by…
CXL Growth Marketing Minidegree: Week 9
Week 9 of CXL Institute’s Growth Marketing Minidegree wrapped up the channel-specific growth skills module with courses on technical SEO, data-driven influencer marketing, and account-based marketing (ABM).
A technical SEO audit involves identifying all the tech issues of a site which could hurt its performance in organic search. The content optimization portions of SEO (authority & relevance) sit on top of the technical aspects of how search engines crawl websites. The course made a good case for marketers understanding the technical components on which content marketing is built on so they can find and…
CXL Growth Marketing Minidegree: Week 8
Week 8 of CXL Institute’s Growth Marketing Minidegree covered more marketing channels including retention as a channel, PPC Audiences, SEO-driven editorial calendars, LinkedIn advertising, and YouTube ads.
Seeing retention listed as a channel surprised me. Of course retention is a key generator of business value, but I always considered it to be a goal more than a tool. I’m not sure the course convinced me on its classification as a channel, but it certainly communicated the immense value to be found in focusing on retentions strategies.
Retention is more efficient, faster, and 7x cheaper…
CXL Growth Marketing Minidegree: Week 7
Week 7 of CXL Institute’s Growth Marketing Minidegree dove deeper into marketing channels to apply and execute the foundational growth marketing concepts via the different available online channels. This week’s courses focused on messaging strategy in public relations, Facebook ads, Google ads, and content strategy & SEO for lead generation.
I worked at a public relations (PR) agency while studying abroad in Sydney. I remember being shocked at the 30 minute “what is PR” introduction and following 3 months of observing what a PR agency does.
As with many people, I remember having the…
CXL Growth Marketing Minidegree Week 6: Landing Page Optimization, Sales Page Copy, and Email Marketing
We’re at the half way point! During week 6 of CXL Institute’s Growth Marketing Minidegree, I completed the conversion module with courses on landing page optimization and product messaging. I also began the extensive channel-specific growth skills module with a course on email marketing.
This week’s learnings brought in learnings from my university classes and built on the general research, test, and optimize frameworks presented earlier in the CXL Minidegree. The more I know about a subject the more connections I find with other subjects…
Yes, there are numbers in marketing, too
During week 5 of CXL Institute’s Growth Marketing Minidegree, I wrapped up the data & analytics module with courses on Google Tag Manager (GTM), attribution, and Excel for marketers.
Google Tag Manager
To review from last week, Google Analytics (GA) collects, stores, and reports the behaviors of a website’s visitors, but only excels at the storing part. Google Tag Manager (GTM) is a separate Google Marketing product that focuses on collecting data that it can send to GA and any other site that collects data (Facebook, Google Ad Manager, etc). …
Understanding the complicated-but-foundational tool of digital analytics
Week 4 of CXL Institute’s Growth Marketing Minidegree covered an introduction to Google Analytics (GA), intermediate GA functionalities, and an overview of Google Tag Manager.
If you play around in the digital world, you’ve probably encountered Google Analytics (GA). I set up GA for the first time when I launched my personal website almost a year ago. I check the main dashboard every week and browse the search console queries to see which search terms bring visitors to the site. I explored other functionalities once, when I noticed I couldn’t distinguish real traffic…
Research + the scientific method + data analysis = optimization
Week 3 of CXL Institute’s Growth Marketing Minidegree covered running growth experiments, conversion research, A/B testing, and statistics. This week’s summary introduces the first layer of growth jargon and processes. We’ve arrived at the (even more) fun stuff.
The growth business function optimizes the online experience for increased profits. Growth professionals leverage experiments and testing for the discovery of what matters. One concept from the course to illustrates the idea is the buyer journey as a sequence of funnels. …