Are you looking for a growth marketing career? If the answer is yes, read this article with my honest review and discover how to achieve your goal.
For the next 12 weeks, I’ll be testing CXL’s Growth Marketing Mini-degree as a participant of their scholarship program and I would share my experience here. Follow this journey, in order to learn whether this mini-degree will fit your interest and your career objectives!
Before we get started I want to present myself. Ready?
Who am I and why did I choose to learn growth marketing
My name is Michele and I’m a young digital marketer who is looking for a career change.
I started learning Digital Marketing alone and after a given period I decided to put my hands on real projects.
The problem was that the majority of the digital marketing agencies in Italy (the country I live in) fell into the “simple” social media managing.
And this is ok, but that’s not what I’m looking for.
For this reason, after 2 internships as a Social Media Manager, I decided to stop wasting my time doing things that do not passionate me and I came across this learning opportunity.
What is CXL
If you’re zapping within the Digital Marketing world for a while, chances are that you’ve heard of CXL Institute. They offer marketing training courses taught by the top industry practitioners in CRO & UX, Analytics, and Marketing. Their in-depth programs are true gold for those who’ve grown tired of poor quality marketing content out there.
Successful businesses work with CXL Agency to identify growth opportunities, understand their customers, and keep increasing their revenue, thanks to the different services they offer, such as Revenue optimization, Customer research, Analytics Implementation, and Digital Intelligence.
But let’s not get lost in small talk, and go back to talking about the mini-degree.
So, this was the first week of the program and I want to explain to you what I learned.
What is Growth Marketing and why is it important
Knowing how Growth Marketing differs from Traditional Marketing is the first step to understand the relevance of this training. The fundamental distinction is about the sales funnel. While the traditional strategy focuses on the top of the funnel, reaching large numbers of people, the growth-oriented strategy values experimentation and is guided by available data in order to reach the right person, in the right place with the most appropriate message, adapting the approach to the part of the funnel that person is.
For me personally, it seems that the role of growth marketers is being recognized by the clever employers to combat the ever-changing business environment.
My first courses in the Growth Marketing meni-degree
I’ve only had an opportunity to complete three courses, but I can already tell the curriculum of the mini-degree is very comprehensive.
The three courses completed were:
- Growth mindset: growth vs traditional marketing — a fairly good introduction to the topic of Growth Marketing, especially useful to traditional marketers who would like to explore this field;
- Building a growth process — more in-depth course about key concepts related to growth marketing, especially hypothesestesting;
- User-centric marketing — the most challenging course of Growth Marketing foundations section of this mini-degree.
I came to CXL Growth Marketing mini-degree with a good familiarity of key concepts of growth marketing, therefore the first two courses weren’t necessarily beneficial to me. However, I definitely see great value in them from a point of view of a beginner growth marketer and I wish I had had an opportunity to study with CXL at the beginning of my digital marketing career.
I’m going to focus on two concepts that I clearly struggled with at the beginning of this course.
First take away: be very clear about what you want to learn from a survey, pick the right moment to ask, and offer some incentive for completion.
When it comes to really understanding users, surveys are an invaluable tool. However, most of them become a wasted opportunity if not conducted right.
These first sections of the course showed me excellent techniques to extract applicable information about the audience. It also reminded me about the ways to define what I want to discover when using a survey. Moreover, it helped me to avoid common mistakes while running a survey, that definitely negatively impacted my conversion rate in past projects.
Second takeaway: Use data to focus on what really matters and don’t assume you know what users need.
This concept were fairly new to me.
Unfacilitating remote testing is basically is another way of conducting quick online usability tests, called unfacilitated remote testing. Seen as a cost-effective alternative to in-person testing, it’s not a very common research method. However, it’s not without its shortcomings, such as poor quality feedback or participants being distracted, what compromises results.
The content is incredibly thorough and in-depth. In my case, I was given the opportunity to finish the whole course in 12 weeks free of charge, due to an amazing CXL Scholarship Program.
I believe it is best to space out learning so it is more easily absorbed. The additional resources are equally compelling and I’m definitely going to set aside some time to re-read some of them with more attention after the course finishes.
That being said, I believe the value of the course highly compensates for the rushed pace. The lessons are highly practical and applicable in the real world, as the instructors are top-notch leaders in their respective fields, having a lot of real-life examples to share. The curriculum looks extremely diverse and I’m looking forward to diving deep into areas I may not be an expert in.
As a way to stay accountable, weekly, I’ll be sharing key takeaways from the program here on my blog on Medium.