Growth marketing training

Lesson 1 • The Growth Funnel and Customer Journey

Map the full customer lifecycle from awareness to referral using the AARRR framework. Connects funnel stages to measurable business outcomes.

Lesson 2 • Growth Marketing vs. Traditional Marketing

Contrast growth marketing's data-driven, iterative approach with traditional brand marketing. Establishes the philosophical foundation for all subsequent frameworks.

Lesson 3 • Growth Team Structure and Roles

Outline how cross-functional growth teams are organised and how roles interact. Sets expectations for collaboration patterns practised in later chapters.

Lesson 1 • Setting Up a Data Infrastructure

Establish the tracking stack required to capture reliable user data across channels. Directly enables the metric analysis and experimentation covered later.

Lesson 2 • Predictive Analytics Fundamentals

Apply basic predictive techniques to forecast churn, LTV, and conversion probability. Bridges descriptive analytics to proactive growth decision-making.

Lesson 3 • Dashboards and Reporting for Growth

Build actionable dashboards that surface growth KPIs in real time for decision-making. Translates raw data into insights stakeholders can act on immediately.

Lesson 4 • Attribution Modelling

Assign credit to marketing touchpoints using first-touch, last-touch, and multi-touch models. Accurate attribution is prerequisite to budget optimisation in later chapters.

Lesson 1 • Building an Experimentation Culture

Establish processes and norms that make continuous testing a team habit rather than a one-off event. Sustains the growth loop that compounds improvements over time.

Lesson 2 • Multivariate and Sequential Testing

Extend beyond simple A/B tests to multivariate and bandit-style experiments for complex scenarios. Expands the experimentation toolkit for high-traffic and multi-variable situations.

Lesson 3 • Hypothesis Development and Prioritisation

Translate data observations into testable hypotheses ranked by potential impact and effort. Prioritisation frameworks prevent wasted experimentation cycles.

Lesson 4 • A/B Test Design and Setup

Configure controlled experiments with proper control and variant groups to isolate variables. Correct setup is essential for results that can be acted on with confidence.

Lesson 1 • Channel Identification and Evaluation

Systematically assess potential acquisition channels using reach, cost, and fit criteria. Prevents budget waste on channels misaligned with the target audience.

Lesson 2 • Organic Search and Content Marketing

Generate sustainable acquisition through SEO and content that compounds over time. Balances short-term paid tactics with long-term organic growth.

Lesson 3 • Paid Search and Social Advertising

Build and optimise paid campaigns across search and social platforms to drive measurable acquisition. Covers bidding strategy, creative testing, and audience targeting.

Lesson 4 • Partnership and Affiliate Channels

Use co-marketing, integrations, and affiliate networks to extend reach without proportional spend. Diversifies the acquisition mix and reduces channel concentration risk.

Lesson 1 • Onboarding Flow Design

Architect step-by-step onboarding sequences that guide users to the activation moment efficiently. Applies UX principles and behavioural psychology to reduce friction.

Lesson 2 • Personalised Onboarding Experiences

Segment new users and deliver tailored onboarding paths based on role, goal, or use case. Personalisation increases activation rates by reducing irrelevant steps.

Lesson 3 • Email and In-App Onboarding Sequences

Combine triggered email and in-app messaging to re-engage users who stall before activation. Multi-channel sequences recover users who drop off during onboarding.

Lesson 4 • Defining and Measuring Activation

Identify the specific actions that signal a user has experienced core product value. A precise activation metric is the foundation for all onboarding optimisation work.

Lesson 1 • Churn Prediction and Intervention

Use behavioural signals to identify at-risk users and trigger proactive retention interventions. Connects predictive analytics from Chapter 2 to real-time retention action.

Lesson 2 • Loyalty Programmes and Gamification

Implement points, tiers, badges, and streaks to increase engagement frequency and emotional investment. Gamification mechanics must align with core product value to avoid superficial engagement.

Lesson 3 • Retention Metrics and Benchmarks

Define retention curves, cohort retention rates, and churn benchmarks by business model. Establishes the measurement baseline before any retention intervention is designed.

Lesson 4 • Habit Formation and Engagement Loops

Apply behavioural psychology models to design product experiences that build habitual usage. Engagement loops are the engine of organic retention growth.

Lesson 1 • LTV-to-CAC Ratio Management

Balance acquisition spend against lifetime value to maintain sustainable unit economics. Connects monetisation improvements to the acquisition channel decisions made in Chapter 4.

Lesson 2 • Upsell, Cross-Sell, and Expansion Revenue

Design in-product and lifecycle triggers that prompt users to upgrade or purchase additional features. Expansion revenue reduces reliance on new acquisition for growth.

Lesson 3 • Conversion Rate Optimisation (CRO)

Improve the percentage of users who complete purchase or upgrade actions through systematic testing. CRO applies experimentation skills directly to revenue-generating pages and flows.

Lesson 4 • Subscription and Billing Optimisation

Reduce involuntary churn and increase plan upgrades through billing flow and dunning improvements. Billing optimisation is often the fastest path to immediate revenue recovery.

Lesson 1 • Growth Reviews and Strategic Iteration

Run structured growth review meetings that assess performance, surface blockers, and reallocate resources. Systematic reviews prevent strategy drift and maintain momentum at scale.

Lesson 2 • Building the Growth Roadmap

Translate growth priorities into a sequenced roadmap with owners, timelines, and success metrics. A structured roadmap aligns cross-functional teams around shared growth objectives.

Lesson 3 • Scaling Acquisition Channels

Identify when and how to scale proven acquisition channels without degrading efficiency. Applies channel strategy from Chapter 4 to high-growth operational contexts.

Lesson 4 • International and Localisation Growth

Adapt growth strategies for new geographic markets through localisation of messaging, pricing, and channels. International expansion multiplies addressable market without requiring product reinvention.

Lesson 5 • Product-Market Fit Validation

Confirm and quantify product-market fit before committing to aggressive scaling investments. Scaling without fit amplifies waste rather than growth.