The smaller your reality, the more convinced you are that you know everything.Thomas Campbell
CXL Growth Marketing minidegree. Week 12. Final review of the journey I started on 3th of May. It’s actually a story that I want to share with as many marketers as possible.
I should recognize that the past 3 months were intense. Even if I was familiar with some of the topics covered in the course, others were completly new. I didn’t enjoy every chapter, but the whole experience helped me get to the next level as marketing profesional.
For me, the CXL Growth marketing minidegree started when I realized that the marketing reality is getting smaller if I am only to read marketing articles. I needed a marketing structured course.
Having a 12-week time limit forced me to deep dive into the content, Week by week I learned a lot about what a T-shaped marketer should be like, and somewhere in week 10, I realized who I am as a marketer.
Now, falling into the resolution, it is time to share the random thoughts I didn’t manage to cover in the rest of the articles.
Final thoughts on CXL Growth Marketing minidegree
- Documenting the journey is the best way to learn. Now I realized that if I just had access to the content, probably I wouldn’t get the same value from it. The next step is to document the ABM certification from DemandBase and the Behavioral Economics & Psychology in Marketing from MINDWORX Academy. I’m planning to finish these by the end of August.
- We can always get better at communicating and writing. For the moment being, it seems that most of the bottlenecks in growth marketing are generated by poor communication, not necessarily for picking a bad tactic, channel, or experimentation method. There are two parts of poor communication: internal and external. Not being able to push the internal programs that boost growth and the lack of proper external communication to users or clients.
- The buzzwords are for marketers. What matters is the bottom-line. Full-funnel, lifecycle marketing, growth marketing are just variants to do good marketing. You cannot be in the top 1% without knowing everything and deciding on a pillar to specialize in.
- MarTech is not about knowing how to integrate the stack but to build the strategy to be able to make data-driven decisions. Now I realized the power of Hubspot which is probably the best product to use for a standardized MarTech Stack. And it makes integrating a new marketing person really easy. You just need to ask the person that wants to join to get the relevant Hubspot certification 🙂
- Research is the most underused marketing action/tactic. Almost every chapter mentioned market research, user research, research research. And prioritization. Along with communication, this is another topic that we, as marketers, can get better at.
- Marketing strategy and project management go hand in hand. A strategy without a plan is just a wish and being able to manage resources is key. And no, being Agile doesn’t make you better at project management, and for sure it doesn’t mean that the work can be done in one day until the next stand-up meeting.
- Using 2x speed to watch the videos could make you feel like a superhuman and is the best way to cover the material in an online course.
- Start the chapters with the exams to understand where you are. Some of the questions are detailed some are more general. But this is how you will know what to focus on. With this in mind, you can go thru the chapter at 2x speed.
- Using the exam to verify your knowledge forces you to pay attention and get perspective. I just hate taking tests and for the first part of the journey, I set them aside. I enjoy work that involves: theory, speculation, creativity, imagination, and a creative approach to problem-solving. The work should allow me to utilize my ability to analyze and make objective, logical decisions, and tests don’t do this. But in the context of the CXL Growth Marketing minidegree where there is so much good content and information they actually bring some clarity and make you put things in perspective.
- Now I know that you first write the copy and after that, you design the landing page. This was a chicken and egg problem for me but now is 100% clear. The copy is the one that communicates the message, not the design. Design is there to give superpowers to the sales page.
- The hardest chapters were A/B testing mastery and Statistics fundamentals for testing. They made me realize that understanding the methods behind what the A/B testing tool says is a winner or not can make or break the experimentation process. Even if there are a lot of numbers involved, this is more of a grey area.
- The easiest module was Data and analytics. Google Analytics and Google Tag Manager and Attribution are the bread and butter for a data-driven marketer. A lot of interesting approaches, but it was by far the most comfortable module to watch. In the second place, it was the chapter on Martech stack.
- The chapter that I enjoyed the least: Data-Driven Influencer Marketing. But now I know when influencer marketing is relevant in the context of a marketing campaign.
- The chapter that was the most useful Research and testing Conversion Research by Peep Laja. I basically got a step-by-step guide on how to offer conversion audits for clients.
In conclusion, when you think you know everything, it is time to do something different with your career. I really think that the next unicorn marketers will be the ones that code and can leverage small changes that developers hate to implement, but that can make the biggest difference in growth. You could basically build your own marketing stack, which is most of the times better than waiting for the developers.