I have just completed the last week of CXL’s Scholarship Program studying Growth Marketing Minidegree!

There were 12 intense weeks of new information. Learning from the best marketers in the world really takes a lot of effort. I am happy to have managed to complete the journey, full of new knowledge and production of various contents. Each week of the course, I wrote a little about my trajectory. So far, I have already written the following texts:

• Week 01: organization of the course and the relevance of the topic.
• Week 02: importance of carrying out growth experiments.
• Week 03: A / B tests and fundamentals of statistics for more assertive results.
• Week 04: Google Analytics for beginners. Main features, reports and analysis.
• Week 05: Intermediate Google Analytics. More advanced features, personalized views and methods to find solutions.
• Week 06: Google Tag Manager for Beginners. Basic functionality of an essential tool to collect user behavior data.
• Week 07: Conversion Studies with Landing Page Optimization courses, to create pages that convert, and Product Messaging, to send the right message.
• Week 08: Start of the most technical module of the course, Channel-specific growth skills, with courses on Facebook Ads, Email Marketing and Messaging Strategy.
• Week 09: Google. Course on Google Ads and Content Strategy for SEO.
• Week 10: Retention, PPC and SEO driven editorial calendar.
• Week 11: End of Channel-specific growth skills with Linkedin Ads, Youtube Ads, Technical SEO, Data-driven influencer marketing and Account Based Marketing courses.

In this last week of the course, I completed the last two sections of the minidegree: Growth program management and Management. These sections contained the last 5 minidegree courses:

• GrowthMaster Training Workshop, by Sean Ellis
• Optimizing Your Growth Process, by John McBride
• Optimizing your marketing tech stack, by Dan McGaw
• Marketing strategy, by Lindsey Christensen
• Project Management for Marketers, by Alexa Hubley

Even though the courses aren’t exactly technical, they are the perfect addition to the journey. After absorbing a lot of new techniques, it is necessary to organize them and plan how they are going to be applied to our businesses. Below , I selected some of the main points about each of the courses.

GrowthMaster Training Workshop

In almost 2 hours of course, Sean Ellis presents an exclusive workshop to help clarify the exponential growth process as a whole. It was simply brilliant to be able to learn directly from him!

In 4 parts, the instructor shows the importance of carrying out tests to consolidate learning, reaffirming business knowledge in a well-founded way, and to discover opportunities. Sean also talks about the process of hiring professionals to fulfill the task of growth, pointing out important characteristics and possible candidates.

Another point discussed is about how to identify the North Star metric and why it is an important metric, essential to focus on what is relevant.

Sean also talks about how discussions and follow-up on growth should be structured and how to prioritize the experimentation process. Prioritization is key to achieving results.

Optimizing Your Growth Process

Taught by the already known John McBride, the Optimizing Your Growth Process course shows, in just under half an hour, techniques on how to organize the growth team in a functional and productive way. John explains some of the needs of the experimentation process and some of the precautions that must be taken to not invest resources, mainly human, in a random and harmful way for the business in the long run.

Optimizing your marketing tech stack

The course on Optimizing your marketing tech stack at CXL is taught by Dan McGaw. At 8:30 am of excellent content, we see a complete exploration of various tools available on the market. Dan helps us identify where there is the greatest value and how to bring together the different information available in a way that makes sense for the business. We see automation of processes and systems in order to increase the efficiency of the marketing team.

(Optimizing your marketing tech stack, CXL Institute)

Dan explores content about CRM automation, data piping, support systems, live chat system, forms, & prospecting tools. In addition, it presents some opportunities in already known tools, like Google Analytics, and possible links with tools like Zapier.

Marketing strategy

The course Marketing Strategy CXLis taught by Lindsey Christensen. In 1 hour of content, we see details on how to build and execute a marketing strategy efficiently. Lindsey shows you how to use frameworks and other opportunities to prioritize marketing efforts.

(Marketing Strategy, CXL Institute)

The instructor also shows the importance of prioritizing the experimentation process, in order to bring results in a more tangible way. In addition, we also see how to communicate work efficiently in order to have the respect and recognition of other team members.

Project Management for Marketers

Alexa Hubley is responsible for the course on Project Management for Marketers, on the CXL Institute platform. With an hour of content, we see how to manage activities successfully and without losing your loyalty to the calendar.

(Project Management for Marketers, CXL Institute)

The course is especially good for those who have no reference to project planning. Alexa presents some available frameworks and shows how it is possible, with simple steps, to start tracking campaigns and other marketing activities in an organized way.

Something that surprised me positively in the course was the concern with the final result. At all times, strategies are aimed at bringing better results in the end. Organization by organization does not necessarily bear fruit.

This course is what was missing to complete this long journey of so many learnings and so many new techniques to put into practice.

End of journey.

Thanks to everyone who has followed this far! It was a great pleasure to have the opportunity to study so many relevant topics with such a high level of quality. I will certainly return to the CXL Institute for more learning. There is so mucho more to learn! For those who think the same after my texts, I recommend taking a look at the available mini-graders. See you next content!