Growth Marketing Training Program – CXL Institute

Become great at growth marketing

Get advanced level skills to drive continuous growth.

This program is for people serious about building skills, and are ready to put in the effort it takes to complete a Minidegree.

  • Taught by industry practitioners, not just conference speakers and theory peddlers.
  • Gain a holistic understanding of growth across all channels and on an organizational level.
  • Get results by implementing processes that have actually worked.

See plans and pricing   or   Request demo (for teams 5+)

Some of the companies that train their teams at CXL Institute:

Become a T-shaped marketer with a focus on growth

  • Combine quantitative and qualitative research to get bigger wins.
  • Apply industry-agnostic processes and frameworks for growth.
  • Learn qualitative skills like behavioral psychology, copywriting, and user research.
  • Get technical skills like Excel, digital analytics, and testing frameworks.

In this extensive certification program by CXL Institute, you will learn the methodologies and processes that top growth executives have used to grow companies such as Lyft and InVision. You’ll be able to execute campaigns for exponential and continuous growth.

Go from a dabbler to a growth pro

At the end of the program, you’ll be able to set OKRs and smart goals, run a high velocity testing program that gets results, and manage a growth team and process.

You’ll be able to implement processes, tools, and techniques that work to grow your business, no matter the industry you’re in.

What you’ll learn and how

Practical, hands-on curriculum teaching you the right skills for the marketplace – created by leading practitioners.

We work with industry experts to determine the most relevant topics. What is useful and in-demand has informed our curriculum more than anything else.

Courses are taught by hand-selected top practitioners, names that people in the industry know well.

Minidgree content is a curation of videos and is entirely self-paced, so that you can complete the minidegree at a speed that works for your schedule.

Perfect for marketers looking to drive faster growth

This is a comprehensive training program that will give you the theoretical knowledge and empirical know-how to run growth in an organization. It will cover quantitative and analytical skills, technical skills, qualitative research, copywriting, storytelling, channel acquisition, and program management – the full gamut of skills you need to become a growth master.

Watch video lessons, use resources like spreadsheets and checklists, and do practice exercises to unlock the certification test. Pass the final test and become a CXL Certified Growth Marketing Specialist.

Our Growth Marketing agency has completed 1298 lessons and 138 courses at the Institute so far. CXL helps us in a number of ways:
1. Provides an incredible source of content to train our staff.
2. Is a good tool in keeping our staff (they’re growing and we aid in that).
3. Is an awesome source of new opinions/methods to try out on our clients. 

Tomek D.

CXL didn’t just help me grow, it changed my life. When I decided to pursue digital marketing, I knew I would have to find an education from a reputable source, not a fly by night marketing guru.

CXL has lead to more professional growth than any other year of my life. The best educational investment I have ever made.

Josh R.

7 cumulative tracks.
~102h of videos & study material.

Minidegrees are collections of individual courses, grouped together around a theme. Here you get ~102h of video courses. It’s designed to give you advanced level skills in growth marketing.

All of our instructors are hand-picked, and carefully vetted. Our approach is straightforward – every instructor needs to be the absolute best in the world at what they do.

1 Growth marketing foundations

In this introductory track, you will explore what defines “growth marketing”, how it stands apart from conventional marketing, what the discipline aims to accomplish, and how to get started.

Total time: 1h 21min

Event videos: 3

Growth mindset: growth vs traditional marketing

Growth mindset: growth vs traditional marketing

Learn how growth marketing is different from traditional marketing.

In this course, John McBride will take a look at growth marketing as an emerging discipline by contrasting it against traditional brand marketing. From a primarily career-centric angle, you will consider the growth mindset from both the perspective of an early career professional as well as a managerial role looking to establish a solid growth engine in their company.

Building a growth process

Building a growth process

While the previous course with John McBride covered the philosophy behind having a growth program and outlined the value it can provide your company, this course will delve into more tactical specifics on how get started implementing these ideas. Throughout the course, John will give actionable tips to help you develop and maintain growth. You will learn the importance of prioritizing experimentation as the modus operandi for your organization, as well as structural guidelines for how to implement data collection to work for your overall growth strategy.

2 Running growth experiments

This track will get you up to speed on testing strategies and skills you’ll need to hardwire experimentation into your growth process.

Total time: 12h 32min

Event videos: 3

 

Research and testing

Research and testing

Peep Laja’s growth marketing workshop on research and testing.

Peep Laja’s growth marketing workshop on research and testing.

Total time: 1 hour 37 min

Conversion Research

Conversion Research

CRO is 80% research and 20% experimentation. You need conversion research to get sustainable results over time. Learn this or fail.

Total Time: 4 hours 20 min

A man comes to a hospital. “I’m sick,” he says. “We’ll fix you right up”, says the doctor – and leads him to an operating room where he performs immediate surgery. The man is cured!

Now that never happens. You need to diagnose the patient before you know how to treat him. Sounds plain obvious, doesn’t it? Not so in the conversion world!

How to Run Tests

How to Run Tests

What you need to know about A/B/n testing, and how to do it right.

Total Time: 5 hours 52 min

Testing is a key part of conversion optimization. It’s the only way to validate a hypothesis, to know what’s really working. Until you test something, you’re only guessing.

Statistics fundamentals for testing

Statistics fundamentals for testing

Overview of the statistical concepts that every marketer and optimizer should know.

Total time: 25 min

If you don’t know basic statistics then you can’t properly evaluate test results or even case studies of A/B testing. This course is an overview of the statistical concepts that every digital marketer and certainly every CRO should know.

This course will cover:

  • Sampling – Populations, Parameters, & Statistics
  • Mean, Variance, and Confidence intervals
  • What statistical significance (p-value)is and isn’t
  • Statistical Power
  • Sample size and how to calculate it
  • Regression To The Mean & Sampling Error
  • and 4 Statistics Traps to Look Out For
Optimize your optimization program

Optimize your optimization program

Learn methodology which incorporates hard metrics to measure both the quantity and quality of your tests over time.

Total time: 18 min

Exclusively looking at recent test results is not enough to gauge the efficacy of your overall testing program. In this course you will take a holistic look at your testing program so you can ultimately track and improve its efficiency. This course presents an original methodology which incorporates hard metrics to measure both the quantity and quality of your tests over time.

You will learn to:

  • Track inputs rather than just outputs
  • Measure test quantity via testing velocity, testing capacity, and testing coverage
  • Measure test quality via win rate and expected value
  • Strategies to motivate improvement in these areas
  • Synthesize these metrics to determine a program that fits for your company

3 Data and analytics

This track will serve as a crash-course in the data analytics skills you’ll need to map out and optimize for your KPI’s.

Total time: 28h 32min

Event videos: 1

Google Analytics for beginners

Google Analytics for beginners

Go from zero to effective in using Google Analytics

Start using Google Analytics data to improve product, marketing, and strategy decisions – in no time.

analytics reportsevent trackingbehavioral data analysis

Intermediate Google Analytics

Intermediate Google Analytics

Extract expert-level marketing insights from Google Analytics

Apply intermediate-level Google Analytics skills to enhance your marketing strategy with data-driven insights.

attribution | custom reports | data audits

Google Tag Manager for beginners

Google Tag Manager for beginners

Master fundamentals of Google Tag Manager

Apply basic GTM knowledge for increased power and control over data measurement.

tracking  |  the data layer  |  tagging

Conducting an analytics audit

Conducting an analytics audit

Conducting an analytics audit to ensure you are collecting sufficient, relevant data which is reporting reliably. You will delve into technical detail on how to identify and correct a number of problems in GA that can drastically skew your data.

In this course, Analytics Ninja Yehoshua Coren walks you through an analytics audit to ensure you are collecting sufficient, relevant data which is reporting reliably. You will delve into technical detail on how to identify and correct a number of problems in GA that can drastically skew your data.

Over this two-part course, you will learn:

  • To verify your account setup
  • Correct a number of common code issues
  • Apply filters
  • To find and kill spam
  • Assess jumps and spikes in bounce rate
  • Incorporate audits into your procedure
Using analytics to find conversion opportunities

Using analytics to find conversion opportunities

How to identify conversion opportunities with Google Analytics.

Total time: 54 min

Analytics expert Jeff Sauer explains how to identify conversion opportunities via digital analytics.

In this course, you will learn to:

  • Determine appropriate goals & filters
  • Set conversion goals
  • Better understand your audience
  • Evaluate traffic quality
  • Understand the implications of key metrics such as bounce rate & page value
  • Use segments & secondary dimensions
  • Interpret potential errors in your data
  • Using event tracking
  • Audit your analytics
Attribution

Attribution

Learn how attribution makes your marketing work.

This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.

attribution | consumer behavior | analytics

4 Management

Optimizing your marketing tech stack

Optimizing your marketing tech stack

Make all your marketing tools play together to make more money

Effective marketing strategies depend on a reliable marketing tech stack. Learn how to choose and implement the right tools for your business.

automation | marketing tools | analysis | segment.com

Marketing strategy

Marketing strategy

Turn strategy into a key growth engine for your business.

Learn high-level marketing frameworks to accelerate your business and career growth.

data analysis | swot analysis | interviews

Project Management for Marketers

Project Management for Marketers

Simplify marketing campaigns with a clear project management process.

Outline and establish processes using a repeatable framework to launch to your campaigns

project management | DACI

5 Copywriting & psychology

Your marketing can only be as good as your content. That’s why a strong knowledge of persuasion frameworks and consumer psychology will drastically ramp-up your communication with your customers and help you persuade them to take desired actions.

Total time: 13h 4min

Event videos: 6

Psychology of Pricing

Psychology of Pricing

Learn how to determine and present your prices.

Total time: 40 min

When it comes to making purchases, we as humans are irrational beings. In this course, Erik helps us make sense of how we can rationally determine and present a price to prospective customers.

Psychology of Websites

Psychology of Websites

Total time: 2 hour 30 min

In this course, you’ll learn about dual process theory, value propositions, and leveraging emotions to intuitively connect with potential customers.

Psychology of Products

Psychology of Products

Learn a four-step framework to building habits and high customer satisfaction around your product.

In this course, you’ll learn a four-step framework to building habits and high customer satisfaction around your product.

Total Time: 40 minutes

Psychology of Communication

Psychology of Communication

Learn a three-step method for expertly executed messaging.

Total time: 40 min

In this course, Erik shares a three-step method for expertly executed messaging: timing, attention, and inciting to action.

Product messaging

Product messaging

Stop letting amateur copy wipe out your conversions

Improve your messaging strategy through customer research and analysis.

voice-of-customer research | value propositions | copy design

Social Proof

Social Proof

How to identify, gather, and display the optimal social proof your customers subconsciously hope to see on your website.

Total Time: 20 minutes

Experienced copywriter and content strategist Joel Klettke instructs how to identify, gather, and display the optimal social proof your customers subconsciously search for on your website.

In this course, you will learn to:

  • Craft compelling case studies
  • Conduct meaningful customer interviews
  • Strategically place social proof on your site
  • Better discern between Action-based & Preference-based
  • Keep your social proof inventive, new, & fresh
Developing & Testing an Emotional Content Strategy

Developing & Testing an Emotional Content Strategy

Emotional triggers and behavioral principles which shape your customer’s decision making process.

Total time: 25 min

In this course, Talia Wolf will outline her original framework that explores the emotional triggers and behavioral principles which shape your customer’s decision making process.

You will learn to test this strategy to secure actionable insights and ultimately get to understand your customers better. She will walk you through the 4 step framework in the context of online dating platforms with a special emphasis on mobile.

Intro to Neuromarketing

Intro to Neuromarketing

Introducing the discipline, and contextualizing it in the modern landscape of internet marketing.

The marketing industry desperately needs a shift in thinking.

If you’ve never heard of neuromarketing before, this course will introduce the discipline and contextualize it in the modern landscape of internet marketing.

Total Time: 2 hours

Applied neuromarketing

Applied neuromarketing

Understanding how your customers’ brains work, make more money.

Leverage knowledge of the human brain and buyer behavior to increase sales.

user behavior | emotional resonance | attention and perception

6 Channel-specific growth skills

Whether you’re trying to improve your SEO, Content, or SEM strategies, this track will show you how to identify the channel that clicks best with your business and optimize around that. You’ll also build the skills to communicate better in each channel.

Total time: 28h 13min

Event videos: 2

Identifying and amplifying growth channels

Identifying and amplifying growth channels

The trick to using growth tactics deliberately is to approach these avenues quantitatively, tracking key performance indicators and utilizing particular channel-specific strategies.

Total time: 55 minutes

In business, you can’t really rely on the luck of the draw.  Having your finger on your audience’s pulse will help you know what they’re looking for and equip you to deliver.

The best way to do this is through utilizing growth channels, the most important of which are SEM, SEO, social and display ads, email marketing, and content marketing. A lot of these channels use popular platforms Facebook, Twitter, LinkedIn, etc.

Email marketing: from basics to best-in-class

Email marketing: from basics to best-in-class

Start getting 20x returns from email marketing

Learn how to build lists fast, what to send that works, and how to make your email marketing data-driven.

email list growth | email content | campaigns

Messaging strategy in public relations

Messaging strategy in public relations

Total Time: 23 min

Public Relations is one of many fields which distinctly overlap with the world of digital analytics as well as content marketing. Nowadays having a breadth of knowledge in complementary industries adds an extra tier of value for a digital marketer. This course will give a frame of reference to the fundamentals of PR so you can collaborate more fluidly and add an angle of depth to your CRO studies.

Facebook Ads

Facebook Ads

Rethinking your new customer journey with Facebook advertising

Learn a simple but effective advertising strategy that will seamlessly move your audience through the 4 stages of the new customer journey.

facebook ads | segmentation | campaigns | advanced

Course Length: 6h 30min

Google Ads

Google Ads

Master Google Ads, and make paid acquisition highly profitable

Learn the ins and outs of Google Ads through Search, Shopping, Display, and Video. Most importantly, learn how to use the Google Ads platform to make a business impact.

Google ads | attribution | ad campaigns

Content strategy and SEO for lead generation

Content strategy and SEO for lead generation

Develop a world class content marketing program

Learn to plan, execute and measure a successful B2B content strategy.

lead generation | SEO | measurement

Retention: the most underrated growth channel

Retention: the most underrated growth channel

Make customer retention your number one growth channel

This course will teach you how to define and identify retention points for your customer base, how to slow down or flatten churn, and how to improve retention long term.

churn | customer experience | customer journeys | measurement

7 Growth program management

This track will cover how to structure and manage a growth team in a scaling organization, communicate data and results to the organization, and how to archive learnings from experiments as you progress.

Total time: 2h 2min

Event videos: 1

GrowthMaster Training Workshop

GrowthMaster Training Workshop

Total time: 1 hour 40 min

Taught by GrowthHackers founder and growth OG Sean Ellis, this exclusive workshop will offer a look behind the curtain of the processes which have fueled exponential growth time and time again.

This four-part workshop video will cover:

  • Testing strategies to consolidate learnings while discovering opportunities
  • Who to hire and how to structure your growth team
  • How (and why) to identify and track your North Star metric
  • An agenda for what you should discuss at your Growth meetings
  • Which prioritization system to use for experimentation
  • A breakdown of where your marketing spend should go
Optimizing Your Growth Process

Optimizing Your Growth Process

This course focuses on growth at an organizational level – how to make your growth team fully cross-functional and productive when it comes to experimentation.

Total time: 22 min

This course focuses on growth at an organizational level – how to make your growth team fully cross-functional and productive when it comes to experimentation.

8 Final exam – growth marketing

Complete all required courses in the 7 tracks, then take this exam with a 90% or higher score to earn your CXL Certified Growth Marketer certificate.

Final exam - Growth marketing

Final exam – Growth marketing


Complete every course (Tracks 1-7) to unlock the test.

How long will it take me to complete this Minidegree?

This is entirely up to you – it’s how many hours per week you can put in. If you have 2-4 hrs / week available for learning, it might take you around 10 months. If you can do 10-15 hrs / week, you can knock it out in 3 months.

Is this program right for me?

It’s ideal for

  • Full-stack marketers / marketing generalists who want to specialize
  • People who want to join growth teams
  • UX folks working with data and want to get better at it

The skills you gain are industry-agnostic: you can apply them equally well in ecommerce, SaaS or B2B enterprises.

This program is designed to take participants from novice to advanced level growth marketers. Being a naturally creative person helps as do technical skills. Interest in analytics and curiosity in general is a must.

You don’t need to be able to write javascript code, but tech skills will help you be a better analyst – so we do recommend you learn javascript down the line. Codeacademy has great free courses on it.

Show off your new skills: Get a certificate of completion

Once the course is over, pass a test to earn your CXL Growth Marketing Certification.

Add it to your resume, your LinkedIn profile, or just get that well-earned raise you’ve been waiting for.

CXL Institute is an authorized LinkedIn education provider

You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.

How to find CXL Institute on LinkedIn

Sign up for CXL Institute and get access to

  • 50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)
  • 5 Minidegrees that give you advanced level skills
  • Talk recordings by world class practitioners at CXL Live and Elite Camp

The CXL Institute guarantee:

  • Guaranteed return on time spent or your money back.
  • You can immediately apply learnings and improve your results.

Need help convincing your boss?

Click here for a pitch deck, swipe files and tips.

See plans and pricing   or   Request demo (for teams 5+)