Growth Marketing Foundations
Growth Marketing Foundations
What you’ll learn
Skills you’ll gain
Growth Marketing helps marketers generate new ideas, increase sales and retain more customers. Growth Marketing requires focus—companies need to examine their teams, their business, and their customers. This course provides you with Growth Marketing techniques to super-charge your marketing strategy. Learn how to build a growth team, redefine the customer journey, and identity growth levers and loops: small optimizations that can have a big impact on your marketing efforts and ROI. Then find out how to kick off the growth process, survive growing pains, and capitalize on opportunities, such as your current customer base. Instructor Brad Batesole explains how to use SEO, influencers, content marketing, social media, advertising, and more to fuel your growth. Finally, learn the key metrics you'll need to measure to track your growth process and success.
Syllabus
Download syllabus-
1
What is growth marketing? Marketers who don’t embrace growth marketing, or at the very least it’s core teachings, may be outmaneuvered by those who do. 3m
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2
The evolution of growth marketing Today, with fewer resources, smaller budgets, and competing with content and messaging everywhere.After watching this video you'll be able to identify how growth marketing can cut through the noise. 2m
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Goals of growth marketing Growth marketing is all about delivering accelerated, sustainable, and profitable growth to your business. 2m
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How to be a growth marketing leader Because growth marketing is a mindset, and not a set of tools, or a list of instructions, it all starts with how you step into the role of a growth hacker. 2m
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5
A disclaimer on growth marketing Growth marketing is more than just a quick win, it's about creating a sustainable process to drive consistent growth over time using proven methods. 2m
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The agile growth marketing process The growth marketing process provides a specific set of activities you’ll undertake to uncover opportunities that help you achieve your growth goals. 2m
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Building a growth marketing team In most organizations, teams operate in a silo, in growth marketing the key is to build a growth team - you want to create a group that is entirely cross-functional. 2m
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3
Using Customer interviews When you’ve worked so hard to build something or spent so long working at a company, it’s easy to get blinders on to reality. 2m
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Who are your customers? A pivotal component to growth marketing is understanding your customer. 2m
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Communicating your key metric One of the biggest challenges in growth, is remaining focused. 3m
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What are OKRs and how are they used? A highly popular approach at companies like Google, LinkedIn, and Twitter is to use Objectives & Key Results (OKRs) to align teams and make it easy to identify how each team is progressing towards the goal. 2m
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How to lead an OKR strategy session Setting OKRs, and creating your North Star Metric, can be challenging. 2m
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Using the lean canvas for marketing The Lean Canvas is way to organize ideas and it works to not only keep the team focused, but also to help formalize new ideas as they come in so you can quickly evaluate if they’re truly worth pursuing. 2m
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Drafting your lean canvas Drafting a lean canvas can help you get started building a growth marketing strategy. 2m
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The digital marketing and sales funnel The marketing funnel outlines the fundamental stages of a consumer’s journey: Awareness, Interest, Desire, Action, Advocacy. 2m
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What is the customer journey? At the top, or the widest point of the funnel is where a buyer starts their journey, and the bottom, the narrowest part, is where they complete it. 2m
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Mapping the customer journey Mapping the customer journey is a complex process. 3m
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Mastering the customer journey Much of what we do in growth marketing is really about finding ways to unlock ideas. 2m
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What are marketing growth levers? Leverage is key to growth -- because the goal is to use the smallest input possible to generate a much bigger outcome. 2m
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Identifying marketing growth levers Growth levers are how we influence growth at a company. 2m
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What are growth loops? We can be even more efficient at marketing, if our growth initiatives become their own repeating engine. 2m
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Growth loop examples Growth loops give us that ability to create new users, bring back old users, and improve retention. 2m
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Management of the product life cycle All successful products go through the product life cycle. 2m
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Technology adoption life cycle Just as your product goes through a lifecycle, so does your consumer. 2m
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Excel through the product life-cycle Everything is constantly changing. 2m
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Evaluating product-market fit Product-market fit is about finding those customers who are desperate for what you have. 2m
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Growth process in action Growth is not about a tactic, a trick, or one silver bullet. 2m
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Generating ideas and team communication We need ideas for Growth, and lots of them. 2m
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ICE for project and time management Whenever you're managing a series of ideas for how to improve your growth, you need a way to figure out priorities. 1m
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Failure and maintaining positive outlook It’s inevitable, at some point that a growth strategy will fail. 2m
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Digital marketing fatigue Consumers respond to novelty -- it’s the reality of Marketing. 1m
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Leverage your customers to improve sales If you’re already fortunate enough to have a customer base — you can prepare for growth by intentionally leveraging them. 2m
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Retain your users to improve sales A lot of effort goes into bringing in new users. 1m
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Data driven growth marketing To be successful, having a high-level overview of your data isn’t enough. 1m
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Exclusivity as a sales strategy Being part of something exclusive has been a marketing strategy long before the days of the internet. 2m
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API Integrations An often overlooked but powerful growth strategy is to open up your platform for use by others. 1m
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Key data metrics to track and report Effective marketing is a science — in order to pinpoint a strategy, report on results, and evaluate opportunities for improvement, you need to be capturing and analyzing data. 1m
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Monthly recurring revenue (MRR) MRR stands for Monthly Recurring Revenue, and it’s the measurement of your predictable revenue stream. 1m
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Churn rate Retaining customers will be key to meeting your growth goals. 1m
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Measure customer acquisition cost (CAC) Customer acquisition cost, is the total cost to acquire a customer. 1m
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Your growth path forward 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Brad Batesole
Brad Batesole is an internationally recognized marketing thought leader. Brad has led teams at top companies including LinkedIn, Toyota, LegalZoom, Lynda.com, and TMZ. He's a proven entrepreneur, startup advisor, and growth marketing expert. His wildly popular instructional marketing courses are among the most watched online. Brad has spent more than 15 years working at the crossroads of growth marketing, business development, and advertising. He was featured in Entrepreneur magazine after launching his first successful business at the age of 15. Brad honed his skills working as a growth consultant alongside brands large and small, including Warby Parker, Staples, BioLite, Dickies, and Urban Outfitters. He has also served as an advisor to multiple startups, providing marketing direction and strategic advice. In addition to speaking at conferences nationwide, including CES and SXSW, Brad is constantly learning the latest marketing tools and technologies. Brad's passion for marketing is rivaled only by his passion for flying and whiskey—at separate times, of course. Today, Brad is a partner at Madecraft and can be found on LinkedIn or bradbatesole.com.
Brad Batesole
Partner at Madecraft
Accreditations
Link to awards
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