Honest CXL growth marketing minidegree review. Part 10/12
Hello there. If you land on this article looking for opinions about CXL, there is something you should know before. First of all, welcome. I was in the same situation as you are, and I know how hard it is to find genuine reviews in this magic world. I will be 100% honest with you.
Please read the following disclaimer to better understand the reason behind my review on CXL.
Just to be 100% honest with you, I am going to use some GIFs from The Office show just to make the reading less boring. 101% honestly, it is more for me than for you. Not very passionate about writing and GIFs help me not giving up.
This article reviews just the CXL growth marketing minidegree (not all the CXL courses). The review is written by an actual user, me (Diego). BUT… it is not entirely bias-free. My experience with CXL is due to them granting me a scholarship (yes 100% courses). We know that in this capitalistic world nothing is for free and there is always a bilateral exchanging. Santa Claus does not exist, and it is not a drama only for children. Instead of money, the CXL scholarship program asks you to write 12 posts sharing your learning outputs and impressions with the mini degree. So yes, this review is biased but just for the fact that I am grateful to CXL. As a broken AF graduate (like me) trying to start a marketing career, it is very stressful to gain useful knowledge for free. Giving back to the community by delivering free education to people unable to afford expensive courses is per se a great reason to buy CXL products.
You can find more about the CXL growth markeing minidegree here:
And more about the CXL sholarship here:
A little bit of contextualization. CXL growth marketing minidegree is a 111h long course (111h 42min to be fair) composed of 9 modules. In this article, I am going to review the fifth module: Channel-specific growth skills. This module is the longest within the minidegree so I am going to cover it in multiples articles. Just to give you an idea: this model includes thirteen potential channels you can leverage to grow your business includining PPC, SEO, influncer and email. For the complete review of the Channel-specific growth skills modul or other modeuls have a look at the link at the bottom.
I would like to take a more unusual approach to reviewing by talking about people instead of contents. Growth marking video courses are approximately the same all over the industry. What really matters is how growth marketing has been taught, depending on teachers, not contents. So, today I am going to talk about three guys covering very different apprach to growth marketing.
Tom Breeze talking about YouTube Ads
The first thing to mention about Tom is that although he has built his career and expertise around Youtube advertising, his approach is very applicable to other channels and contents. So, take this course even though you don’t want to run YouTube ads because Tom’s training is going to be beneficial no matter what.
In the first lesson, once he is cover the particular characteristic of Youtube and its users, he focuses on the measurement paradigmatic shift needed to outperform in paid channels. The takeaway is that while most companies look at a profit to measure advertising performance, it is way better to look at the cost and work on that by fixing profit beforehand. By doing so you will be able to estimate your allowable cost per lead form which you can optimize your YouTube campaign. Another great takeaway is the rapid research process: a very quick and precise methodology to search relevant keywords and topics for your video production and user targeting activities. Potentially this method applies to other channels as well like paid search or SEO. Another process useful not only for YouTube is the ADUCATE method that Tom has created to create an effective video script. However, Tom’s teaching goes way beyond this covering other aspects of video creation like production and editing and how they should be adapted to create optimized content for YouTube. To guarantee a full understand, Tom will guide hand-by-hand into the platform to build your campaigns, and optimize, scale, and expand them.
Steve Watt talking about Account Based Marketing
Steve has dedicated all his career to account based marketing, experiencing numerous cases and building from them what he called The Master Plan.
Account-based marketing is very different from the inbound marketing you may be used to see in digital marketing. however, if you are a high-revenue companiìy with deals of great size, account based marketing is a very doable and high-performing approach to demand generation. Steve’s expertise is condensate on this never-ending process called The Master Plan which goals is to guide you from the launch of account based marketing pilot towards the optimization and scaling of it.
Different from other channel-specific courses in CXL, this one is more about the approach than the tactics. Account based marketing is not a strategy but rather a mindset likewise growth marketing and should be adopted not only from a strategic and tactical perspective but also from a culture and organization perspective. Steve’s first input is that to build a performing account-based program you should create alignment with your executives, sales, and marketing teams as well as bring different roles inside the program to have a holistic view. While all the course refers back to the master plan, Steve is not short-handed in giving you different methodologies, tools, tips, and guides to tailor your specific account based marketing program to your specif needs.
Martijn Scheijbeler talking about Technical SEO
Martijn is a very calm and paced teacher that is very essential when it comes to learning the technicalities of SEO. To be honest, this was the hardest course in the while growth marketing minidegree. It is very unnatural for a marketer to jump into tech stuff and getting bored or fatigued is so easy.
However, if you want to scale your SEO programs the understanding of your web-based content are crawls, understand and valued by the search engines is of utter importance. As Martijn says you can write the best SEO drive content but your page can still rank poorly because you haven’t take into consideration technical SEO. Martijn’apprach is very honest: you need to understand the technician to outperform your competitor. So, while I hated this course, I still reckon that it is important to undertake especially when you have already a well-performing SEO content program.
And that is pretty much my comments on the forth module of CXL growth marketing minidegree. If you want to know more, please read the previous reviews of the CXL growth marketing minidegree:
Or simply go check the CXL Institute, they offer a 7-day free trial so you can have a first-hand experience of the validity of their courses and teachers: