The Essentials of Growth Marketing

Name: The Essentials of Growth Marketing
Rating: 4.6 (33 reviews)

Use the foundations of Growth Marketing to grow your business, using tried and tested processes, easy-to-follow course!

Created byRobert Philp

Last updated 12/2023

English

What you'll learn

The core of Growth Marketing
Get a full overview of all the marketing channels you can use
Understand what skills are required for Growth Marketers
How to implement the growth process to improve the efficiency to grow the business
Prioritise idea using the ICE scoring framework
How to set up growth tests
The role of data analysis for continuous improvement
How to run growth meetings and when to have which ones.
Learn about the jobs-to-be-done framework and customer personas
How to think like a scientist to work objectively
The difference between vanity metrics and meaningful metrics
What the pirate funnel is and how to use it

Course content

5 sections • 20 lectures • 1h 26m total length

Introduction to Growth Marketing4:55
Growth marketing blends channels and skills, growth processes, customer focus, and a data-driven mindset to test, learn, and optimize across the full customer funnel.
The Pirate Funnel5:10
Explore the pirate funnel, a growth marketing framework mapping awareness to referral, using Spotify as a practical example to show adapting the funnel to your business.

Skills used in Growth Marketing2:50
Discover how growth marketing blends technical testing and creative production, and learn to prioritize fundamental, creation, and channel skills with practical frameworks.
Generalist, Specialist or T-Shaped Marketers4:31
Explore how a t-shaped marketer blends breadth and depth, balancing generalist and specialist skills to drive growth across channels, with practical guidance on building fundamental and creation skills.
Marketing Channels overview1:47
Explore online and offline marketing channels, including paid and free options, with a practical framework inspired by Traction to test and choose the best growth channels for your business.
How to select the right marketing channels - Bullseye Framework3:00
Use the bullseye framework to identify and test a range of channels, moving from outer to inner rings and deciding between testing within existing channels or exploring new ones.

Overview of the Growth Process2:41
Follow a growth process to identify opportunities, starting with brainstorming ideas and prioritizing them. Implement tests, measure results, analyze data, and learn to guide next steps.
Brainstorming for new ideas4:50
Learn practical brainstorming techniques for growth marketing, from solo idea research to cross-department sessions, with loggable ideas and structured, silent ideation to capture every voice.
Prioritising list of ideas using ICE framework3:28
Prioritize your ideas objectively using the ICE framework—score impact, confidence, and effort on a 0–10 scale, compare tests, and leverage the wisdom of crowds to choose the best ideas.
Prioritising: ICE Framework example in practice7:04
Apply the ICE prioritization framework using a practical Spotify example, scoring impact, confidence, and effort across ideas to rank and choose high-value initiatives.
Setting up and tracking Growth Tests4:49
Set up and track growth tests with a clear lead and a transparent kanban board. Define hypotheses, ensure the right tools, and measure success to boost conversion.
Analysing results using a structured Test Result template5:27
Analyze test results with a structured template to tell the story of your experiments, covering goal, hypothesis, results, conclusions, and next steps for acquisition and growth.
Growth Meetings - What, when, how3:51
Learn how daily huddles, weekly growth meetings, and quarterly planning and retrospective sessions align teams, share learnings, track metrics, and continuously improve effectiveness.

Thinking like a scientist5:36
Adopt a scientist mindset to grow the business by testing hypotheses with empirical data, choosing tests like A/B, multivariate, or cross-channel comparisons, and analyzing results with curiosity, skepticism, and objectivity.
Data Analytics in a nutshell6:50
Explore a practical data analytics framework covering data collection and preparation, analysis, visualization and storytelling, and advanced analytics to inform decisions and optimize campaigns.
Cultivating a Growth Mindset3:56
Explore how a growth mindset, contrasted with a fixed mindset, enhances growth marketing by embracing challenges, learning from failure, and staying adaptable.
Vanity metrics vs Meaningful metrics - What to look out for3:31
Identify vanity metrics that mislead growth and replace them with meaningful metrics aligned to business goals, such as customer lifetime value, acquisition costs, and churn, to drive actionable growth.

Balancing customer experience and growth performance3:39
Balance customer experience with growth performance by engaging customers through interviews, surveys, analytics, and social listening, and pursue the sweet spot where improved experience meets stronger metrics.
Understanding customer problems with Jobs-to-be-done Framework4:36
Explore the jobs-to-be-done framework to identify core customer jobs, map step-by-step journeys, and uncover functional and emotional needs to drive product and growth marketing alignment.
Creating customer personas4:23
Create buyer personas as semi-fictional, data driven profiles of your ideal customers to guide growth marketing decisions, capture their pain points, jobs to be done, and gains.

Requirements

No prior knowledge or experience of Growth Marketing required

Description

Hello, I'm Robert, and I'm excited to welcome you to the Growth Marketing course.

In this program, we'll delve into various facets of growth marketing to equip you with the skills and knowledge needed to excel in the field.

This course is aimed at people who are new to growth marketing. I’ll try and cut through the buzzwords and explain things with simple language and frameworks. If you’re thinking of jumping into the world of growth marketing or want to brush up your skills, this course is for you.

We’ll touch on what skills you need and what channels are there to master
We’ll go through the growth processes that help us improve and make us a bit more scientific in our approach
And well look at techniques and frameworks to be more data driven and customer focused
We’ll go through how to approach work like a scientist
The role of analytics and how to progress your skills
We’ll look at different customer frameworks like jobs-to-be done and customer personas
We’ll break down the skills required to be a growth marketer
We’ll also look at the different channels to grow your business
And techniques on how to select the right channels

By the end of this course, you'll not only have a solid grasp of growth marketing principles but also the practical skills to implement them effectively in real-world scenarios. Let's embark on this journey together and elevate your proficiency in the dynamic field of growth marketing.

Who this course is for:

People new to Growth Marketing, Digital Marketing or Growth Hacking
Growth marketers that want to brush up their fundementals

The Essentials of Growth Marketing

What you'll learn

Explore related topics

Course content

Getting Started2 lectures • 10min

Marketing Channels & Skills4 lectures • 12min

Running the right growth processes7 lectures • 32min

Having a Growth and Data-driven Mindset4 lectures • 20min

Bring Customer-focused3 lectures • 13min

Requirements

Description

Who this course is for: