Starting a new Growth Marketing Journey: CXL Institute Growth Marketing Mini Degree — Week One Review

  1. Growth Marketing Foundations
  2. Running Growth Experiments
  3. Data and Analytics
  4. Conversion
  5. Channel Specific Growth Skills
  6. Growth Program Management
  7. Management

What is the CXL Institute?

According to their about page, “CXL is your shortcut to greatness.”

  • Conversion Optimization
  • Customer Acquisition
  • Digital Analytics
  • Digital Psychology and Persuasion, and
  • Growth Marketing

Week one Review — Growth Mindset: growth vs traditional marketing

This week’s training was handled by John McBride. He used to be the senior growth marketer at Lyft and is now the current senior manager, B2B growth at Calm — a Health and Wellness Company.

  1. What is the difference between traditional and growth marketing?
  2. How does the Lean startup methodology align with your growth marketing efforts?
  3. What is Growth Hacking really about?
  4. Where does growth fit into T-shaped marketing formation
  5. How to lay a strong foundation for your growth career

Traditional Marketing vs Growth Marketing

A traditional marketer in most cases is mainly focused on the top of the sales funnel, which is basically awareness and acquisition.

How the Lean Startup Methodology aligns with Growth Marketing

The Lean Startup methodology as we all know was built on the principle of using experiments (Minimum Viable products) to understand what your customer wants and build a better product.

Growth marketing was built around the principle of the lean startup methodology.
  • Define your goals
  • Define a hypothesis to reach that goal, for example, our customers care about X, so we are going to run an experiment to see if it is actually something that cares about
  • Run a series of experiments, for example, an experiment can be a messaging campaign, an explainer video, to see if they really do care about X as we assumed in our hypothesis.
  • Use the learnings from your experiment to build a better campaign.

What is Growth Hacking really about?

To understand the principle behind Hacking as a concept, we need to study what happens during Hackathons.

What types of campaigns are well suited for experimentation?

The Experimentation process for a growth marketer is around choosing a goal, defining a series of experiments that you can use to achieve that goal, and gather learnings along the way.

  • Does the experiment have an effect on the goal?
  • What is the right message, offer, or campaign?
  • How to tailor the right message to the right customer.
  • Email Marketing Campaigns
  • Facebook ad campaigns
  • Push Notifications
  • SEO campaigns etc

Where growth fits into T-shaped marketing formation

To become a successful growth marketer, there are many skills you need to have, but these skill sets can be broken down into 3 components.

  1. Channel Level Expertise: how well you know your marketing channels like email marketing, Facebook ads, push notification, etc
  2. Analytics Capability: you need to be able to use tools like Excel and SQL to extract data to gather insights and to analyze your own experiments because data is the lifeblood of growth. You need to be able to get your hands on data, interpret it, and use it to make better decisions
  3. Strategic Thinking: This is the key component of becoming a leader in growth. You need to be skilled in strategic thinking and project management.

How to lay a strong foundation for your growth career

Growth is a mindset, and the best growth marketers are people that apply that same thinking to themselves in their own lives.

In Conclusion, why am I doing this?

Personally, I am a strong believer that no business can grow with a strong marketing team.



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Aaron Otene Ejeme

Aaron Otene Ejeme

Proud Nigerian | Co-Founder and CEO at | B2B Copywriter | Growth Marketer in Training at @CXLdotcom | Alumni @Mestafrica |