Growth Marketing Essentials: Build Effective Acquisition Funnels | Cam Lay | Skillshare

Growth Marketing Essentials: Build Effective Acquisition Funnels

Cam Lay, Writer + VP of Marketing @ Skillshare

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
8 Lessons (41m)
    • 1. Introduction

      1:44
    • 2. The Marketing Funnel

      4:51
    • 3. Marketing Basics and Key Terms

      4:13
    • 4. Calculating True Customer Value

      8:21
    • 5. Anatomy of a Single Node

      2:45
    • 6. Analyzing Common Marketing Paths

      8:47
    • 7. Mapping Your Marketing Path

      9:04
    • 8. Final Thoughts

      1:21
50 students are watching this class

Project Description

Create your marketing path!

Download the class worksheets and complete two assignments:

  1. Analyze the marketing path of a business other than your own. Ideally, click through the path yourself, starting from an advertisement, an email, or a social media post. What are the messages you're receiving, and the action they want you to take?
  2. Fill in your marketing path as it exists today, without changes or improvements. What are the messages you're currently sending to customers? What are the actions you're hoping they'll take?
  3. Share your worksheets in the Project Gallery for feedback, and to see what other students are discovering.

Things to keep in mind:

  • Be as detailed as possible. Remember, the email subject line is a message, and clicking to open the email is an action! 
  • When in doubt, break up nodes into smaller chunks.
  • Once your nodes are in place, look for places where customers aren't taking the action you want, then dig deeper to discover the cause.

Resources

Download the class worksheets

Explore more marketing classes on Skillshare

Introduction to Social Media Strategy – Brian Peters, Buffer

Getting Started with Email Marketing – Allyson Van Houten, Mailchimp

SEO Today: Strategies to Earn Trust, Rank High, and Stand Out – Rand Fishkin, Moz

Student Projects

Sandra Törnroth
2 comments
Anton Grin
3 comments
Shelby Jones
4 comments
Mitch Masterson
4 comments
Thomas Moulson
2 comments
Rahul Ashok
1 comment
Lea M
1 comment
Bonnie Roberts
2 comments
Erin Holt
2 comments
William Wade
Janine M
Leanne R.
1 comment
1 comment
Goudet ABALE
G J.
1 comment