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Marketing

Positioning, channels and measurement. Marketing that cannot be measured is indistinguishable from marketing that does not work.

3 stages15 steps~352 hours~6 months
Track this roadmap free
  1. 1

    Fundamentals

    Beginner~8 weeks

    Audience, message and the channels available to you.

    • Positioning, ICP and messaging fundamentals

      Skill~20h

    • Content marketing and SEO basics

      Skill~25h

    • Email marketing and lifecycle campaigns

      Skill~18h

    • Social and community fundamentals

      Skill~15h

    • Run a small campaign end to end and report on it

      Project~20h
  2. 2

    Performance

    Intermediate~10 weeks

    Paid channels, analytics and honest attribution.

    • Google Analytics 4 and event-based measurement

      Skill~25h

    • Paid search and paid social fundamentals

      Skill~30h

    • Conversion rate optimisation and landing page testing

      Skill~22h

    • Google Ads or Meta Blueprint certification

      Certification~30h

    • Run a paid experiment with a real budget and report CAC

      Project~25h
  3. 3

    Growth strategy

    Advanced~10 weeks

    Unit economics, lifecycle and building a channel mix.

    • Unit economics: CAC, LTV, payback period

      Skill~25h

    • Marketing automation and lifecycle orchestration

      Skill~25h

    • Brand strategy and narrative

      Skill~22h

    • Attribution modelling and its limits

      Skill~20h

    • Build a quarterly growth plan with forecasts

      Project~30h