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The growth course for marketing teams that want less stress and more results.

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About this course

What do Slack, HubSpot, IBM, LinkedIn, AirBnB, Pinterest, Survey Monkey, Uber, Facebook, Atlassian and Quickbooks all have in common?

They all use the exact same process to run their marketing teams.

The way high growth companies define objectives and KPIs, come up with new ideas, run marketing campaigns and prioritise activities is exactly the same.

This process is known as growth marketing, and we've spent over a year analysing every aspect of this process to help marketing teams like yours focus on the stuff that really matters.

Let us equip your marketing team with the skills and knowledge it needs to grow.

Lesson

1

The Marketing Machine That Fuelled HubSpot's Growth

HubSpot is one of the fastest growing software companies of all time. Founded in 2006 it grew to a valuation of over $100 million and a New York Stock Exchange listing in just 8 years.

Topics Covered:

  • Key elements of the HubSpot marketing machine
  • The importance of focusing on process over tactics
  • Introduction to growth marketing video from Brian Balfour, ex VP Growth, HubSpot
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Lesson

2

The 6-Step Marketing Growth Process

Growth has nothing to do with tactics and has everything to do with process. We'll walk you through the 6-step growth marketing process, one step at a time.

Topics Covered:

  • How to quantitatively prioritise your marketing activities
  • Running agile marketing experiments every 4-6 weeks
  • Creating repeatable processes and playbooks
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Lesson

3

Setting Marketing Objectives & KPIs

Regardless of its size or budget, every marketing team faces resource constraints. What distinguishes great teams from good teams isn’t fewer constraints but an unwavering focus on only those activities that directly drive business value.

Topics Covered:

  • An introduction to the Objectives & Key Results (OKR) framework
  • Prioritising outputs over outcomes
  • Good marketing KPIs and understanding input metrics versus output metrics
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Lesson

4

Coming Up With Growth Opportunities

Ideas are the leading input to the entire growth marketing process. The best way to ensure a steady pipeline of ideas is to democratize the ideation process.

Topics Covered:

  • The need for unconstrained ideation in modern marketing
  • "The Wisdom of the Crowd": how to involve employees, partners and customers in marketing ideation
  • Idea discovery skills and competitor analysis
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Lesson

5

Submitting Your New Growth Idea

Growth experiments follow the exact same scientific method that has been in use since the 1600s, starting with the hypothesis.

Topics Covered:

  • The importance of relying on data-based hypotheses over ideas
  • Gathering qualitative and/or quantitative data to support your hypothesis
  • An example growth idea hypothesis
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Lesson

6

Prioritising Your Marketing Ideas

No one, no matter how experienced, can predict which of your marketing ideas will work and which won’t. How to avoid common biases and use proven frameworks to find the best opportunities for growth within your business.

Topics Covered:

  • How to quantitatively score your marketing opportunities
  • Popular scoring frameworks from growth experts at WiderFunnel (the PIE framework) Growth Tribe (the BRASS method), Pinterest (the RICE framework) and Intercom (the HIPE methodology)
  • The importance of avoiding low-effort, low-impact work
View Lesson 6
Lesson

7

Designing An Agile Marketing Experiment

There are no magical ideas or silver bullets in marketing. Your team should learn to avoid becoming overly invested in an ideas and to run experiments as fast as possible.

Topics Covered:

  • The Minimum Viable Test. A core principle from lean startup and design thinking that can equally be applied to marketing opportunities.
  • Running agile marketing experiments in 4-6 week cycles
  • The importance of initial feedback and learning over implementation perfection
View Lesson 7
Lesson

8

Building An Always-On Marketing Flywheel

How the principles of compound interest apply to success in marketing.

Topics Covered:

  • The problem with traditional marketing campaigns
  • 4 examples of always-on marketing systems (Content Marketing, Referral Programmes, Email Marketing, Marketing Engineering)
  • The characteristics and benefits of building an always-on marketing flywheel
View Lesson 8
Lesson

9

Bonus Materials

Additional links to content we have written on the topic of marketing and growth.

Topics Covered:

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