Paid Growth Marketing 101
5 Days
·Cohort-based Course
Discover the paid marketing flywheel that will attract customers and scale your consumer business – even during a recession.
Paid Growth Marketing 101
5 Days
·Cohort-based Course
Discover the paid marketing flywheel that will attract customers and scale your consumer business – even during a recession.
Course overview
Achieve Predictable Sales with a Powerful Growth Strategy
Most people get paid marketing wrong. They chase the latest hacks and tricks. Use the growth flywheel to generate sales consistently and predictably.
Who is this course for
01
Startup founders of consumer products looking to learn the marketing growth framework to grow their business.
02
Marketers looking to grow their consumer base, but have a hard time scaling their customer acquisition.
03
Business owners and operators who are tired of gimmicky advice, "best-kept secrets" or "hacks" that lack consistency and results.
Key outcomes
Grow your revenue in a predictable manner.
You will learn the secret to using paid ads to scale your business.
Then apply it to your business, so you can improve the repeatability and predictability of your sales.
Stop losing customers.
Understand how to nurture and retain your existing customer base, so you can scale your business.
Get a head start on your competition.
Learn best practices and design techniques that will bring you on par with the biggest direct-to-consumer businesses out there.
Get a blueprint to scale in 2022 and beyond.
Implement the right framework to have confidence in your paid marketing strategy - even in a recession.
Paid Growth Marketing 101
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Brian Phillips
Shirley McConnell
Shi Zhong
Anne Larsson
Roger Pai
Edward Chan
Meet your instructor
Gad Alon
I’ve spent the last 15 years helping businesses grow by operating at the intersection of product management, marketing growth, and data/analytics.
I’ve held leadership roles in both scrappy startups as well as in Google and Facebook, seeing what works (and what doesn’t) at each stage of growth.
I’ve led go-to-market in a company that was acquired by Google in 2013 (Adometry Inc.) and joined as a seed investor in a company sold to Google in 2018 (Invi Labs Inc.).
Since 2020 I’m leading marketing science & growth at Chewy, one of the fastest-growing e-commerce destinations in the US. Chewy went public in 2019 and grew to become a Fortune 500 company in mid-2021 and again in 2022.
Course syllabus
01
Understand Growth Fundamentals
After this section, you will have a map of our journey together:
- Uncover the flywheel that drives customer growth, the metrics that matter, and the overall marketing investment thesis.
- Understand what it takes to profitably grow in a recession.
02
Ground Your Business
Your business is addressing a consumer need. After this section, you will know how to tailor your business to that need:
- Run airtight customer and competitor research.
- Zone in on the right value proposition & messaging.
- Figure out why branding is relevant to you from day one.
- Choose the right monetization & pricing models.
03
Tailor Your Acquisition Strategy
After this section, you will know on which channels to place your bets and what success looks like.
- Understand the different acquisition models & loops.
- Decide what marketing channels are the best fit for you based on your goals, constraints, and your stage of growth.
- Build your first 90-day plan.
04
Build Your Core Marketing Assets
Get a serious head start by implementing the best practices and high-value design techniques that the biggest Direct-To-Consumer businesses out there are using. This section will teach you how:
- Learn how to design and develop a magnetic landing page.
- Determine your product onboarding flow.
- Know what ad copy/creative is
05
Develop Your Experimentation Muscle
A flywheel should never stop. Continuous learning and iterations are your fuel. After this section, you will know how to keep the flywheel going and continue scaling.
- Develop your experimentation muscle and learn the process of ad optimization.
- How to use A/B tests and when not to use them.
- What drives Conversion Rate Optimization (CRO).
06
Drive Engagement & Retention
Acquiring customers is half the battle. To have a robust flywheel, you need to retain customers and grow them.
- What is the most important thing to do once you've acquired a customer.
- Why do customers leave your business or drop your product.
- How should you think of a customer's lifecycle.
Course schedule
Week of Nov 7 ; Mon-Fri ; 2 hours/day
Nov 7, 2022
Monday; 6:00pm - 8:00pm EST
1. Understand Growth Fundamentals
2. Ground Your Business
Nov 8, 2022
Tuesday; 6:00pm - 8:00pm EST
3. Tailor Your Acquisition Strategy
Nov 9, 2022
Wednesday ; 6:00pm - 8:00pm EST
4. Build Your Core Marketing Assets
Nov 10, 2022
Thursday; 6:00pm - 8:00pm EST
5. Develop Your Experimentation Muscle
Nov 11, 2022
Friday; 4:00pm - 6:00pm EST
6. Drive Engagement & Retention
7. Summary + Open Q&A
Facebook Global Partner Summit 2017
Learning is better with cohorts
Active learning, not passive watching
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Frequently Asked Questions
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